Guides and Templates

Agency account growth planning template

Strategically boost agency account growth with our structured template

How will the Agency Account Growth planning template help me and my business?

With the high risk and cost of pitching for new business, retaining and growing profit from established client accounts is an essential focus for most agencies.

You may get stuck in business as usual, i.e., paid work takes priority, so account growth may not get sufficient attention. The aim of this template is to give you a framework which will give a more structured approach to growing an account.

This template is designed to help grow your client’s business, and it can also serve as a storage place for client information. Agency teams often change, so it's helpful to have a reliable source to learn about your client's business history.

The template also contains a capability review for agencies to benchmark their agency growth activities.

Who is this template for?

We created this template to help Account Owners (Group Account Directors, Account Directors) and their teams in agencies to plan the growth of their client business in a structured way.

This template is available in Microsoft Word format so that you can modify it to best suit the amount of information you have available.

How is this template structured?

The template covers these activities:

  • Account background
  • Historical and current situation
  • Account ambition
  • Action plan for sales opportunities
  • Blocks to success
  • Tangible revenue forecast
  • Next steps / selling in to clients
  • Account handler checklist

Resource Details

Resource Details

  • Author: Mark Kelly
  • Editor: Amelia Cooper, Smart Insights
  • Format: Microsoft Word document

About the author

Mark Kelly

Mark KellyMark Kelly is a freelance digital marketing consultant working with agencies and direct clients of Mark Kelly digital consultancy. You can follow him on Twitter or connect on LinkedIn.



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