Creative and marketing agencies face increasing pressure to maintain profitability, improve operational efficiency, and plan for future growth. To succeed, agencies must focus on three critical pillars:
- Enhancing predictability
- Maximizing profit margins
- Leveraging technology for streamlined workflows
BugHerd CEO and former agency owner, Stephen Neville caught up with Fran Vižintin, one of Productive's leading Business Development Representatives. Over the past three years Fran has spoken and worked with more than 1,100 digital agencies of all shapes and sizes to help them set their operations and workflows up to thrive.
In this blog we will go through practical strategies for improving agency performance, from accurately forecasting workloads and optimizing resource allocation, to managing overhead costs and integrating the right tech tools. By mastering these key areas, agencies can drive success and stay competitive in an ever-changing market.
Here are the top highlights:
What is predictability and why it matters
Predictability is the cornerstone of agency success, especially in a volatile industry where workloads can fluctuate drastically. It refers to the ability to accurately forecast future work, resource needs, and financial performance. It involves knowing what's coming down the pipeline in terms of projects, client demands, and workloads, so that an agency can plan effectively. Predictability allows agencies to manage their resources (both human and financial) more efficiently, avoid overbooking or underutilization of staff, and ensure that projects stay on track and within budget.
According to Promethean Research, less than 15% of agencies track forecasted utilization, leaving them in the dark about future workloads. Many agencies only know what’s happening over the next two or three weeks, which can lead to resource misallocation, overworked teams, and missed opportunities. Tracking predictability is essential for agencies because it allows for efficient resource management and financial stability.
By understanding future workloads and project timelines, agencies can effectively allocate resources such as designers, copywriters, and account managers. This reduces the risk of overloading teams or having staff sitting idle, which can lead to inefficiencies or missed opportunities.
Practical steps to improve predictability
1. Track employee utilization rates
It’s essential for agencies to know which employees are booked, who has availability, and whether they are approaching an overbooked status.
The ideal utilization rate is 70-80%, ensuring employees are productive without being overworked. If utilization consistently exceeds 90%, agencies risk burning out their employees, leading to long-term inefficiencies.
The best way to stay on top of employee utlization rates is to use an agency management tool (such as Productive) that provides clear visibility into both current and forecasted utilization.
2. Plan ahead
Begin planning projects two months in advance. Don’t wait until the project kicks off to start allocating resources. Forward planning helps maintain steady workflows, avoid last-minute challenges, and ensure high-quality project delivery. It also supports better cash flow management and strategic decisions, positioning the agency for long-term growth.
3. Scenario planning
Use scenario analysis to understand how shifting resources can impact profitability, workload balance, and client satisfaction.
Scenario analysis is the process of forecasting and evaluating different potential business situations to make informed decisions. This involves modeling various "what if" scenarios, such as changes in client demand, resource availability, or project timelines, to understand how these factors could impact your agency's workload, revenue, or profitability.
By using scenario analysis, you can plan for best, worst, and middle-case outcomes, helping you prepare for market fluctuations or unexpected changes.
Maximizing profit margins
1. Analyzing key profitability drivers
For any agency, profitability is a key indicator of health. Yet, many agencies don’t fully understand the factors contributing to their financial success or failure. Even when times are good, agencies should consistently analyze which services or roles are most profitable and which are eroding margins.
By focusing on a more granular analysis of these drivers, agencies can strategically adjust their offerings to enhance profitability and reduce financial leaks. And by conducting regular profitability audits that analyze the financial performance of each service and role, agencies can track key metrics such as utilization rates, gross margins, and overhead costs to identify which services are most profitable and which are reducing margins.
This data-driven approach enables agencies to make informed decisions on resource allocation, service offerings, and potential areas for cost-cutting, ensuring sustained profitability even during times of growth.
2. Diversifying client portfolios
Client concentration is another major risk. According to Productive's research, 26% of agencies derive one-third of their revenue from their largest client. This makes agencies vulnerable to sudden changes—if that one client churns, the agency’s profitability for that quarter could plummet.
Focus should be placed on building a diverse portfolio of clients to spread financial risk and create more stable revenue streams.
- Seek out new business opportunities
- Nurture relationships with a variety of clients across different industries
- Offer a range of services to appeal to a broader market
3. Recurring revenue - a buffer for profitability
Recurring revenue, often through retainers, can be a lifeline for agencies. In fact, over 50% of agencies surveyed by Productive generate 50% or more of their revenue from recurring sources.
Unlike one-off projects, retainers involve ongoing agreements where clients pay a fixed fee over a set period, usually monthly. This stability allows agencies to plan and allocate resources more efficiently, reducing downtime and maximizing team utilization.
Retainers also improve cash flow management, making it easier to cover operational costs and invest in growth, while also reducing the stress of constantly securing new business.
They often lead to long-term client relationships, and help agencies build stronger partnerships, resulting in more upsell opportunities and enhanced overall profitability.
4. Overheads
Managing overheads is critical for maintaining profitability in creative agencies. Overheads typically include fixed costs such as:
- Rent
- Utilities
- Software licenses
- Internal time spent on non-billable tasks like employee education or paid time off
To effectively manage these expenses, agencies need to track and categorize them, ensuring they’re consistently factored into overall project budgets or organizational costs. Larger agencies might have systems in place for this, but smaller agencies often overlook these hidden costs, which can significantly impact profit margins if not regularly reviewed.
Agencies that incorporate overheads into their cost calculations are better positioned to track true profitability per project. This approach allows them to drill down into net profitability by understanding which services or departments are driving success and which are dragging margins down.
Reviewing overhead costs periodically, especially for expenses like rent and software, ensures that agencies are aware of their financial commitments and can make informed decisions on where to cut back or reallocate resources to boost profitability.
Leveraging technology for efficiency
1. The role of tech tools in agency success
Agencies today are spoiled for choice when it comes to tech tools. From collaboration software to time-tracking, budgeting, and resourcing tools, there’s a solution for nearly every problem. However, the key is not just having tools—it’s ensuring they talk to each other and work in harmony to provide a daily pulse on the business.
When choosing technology, agencies should focus not only on their current needs but also on what they might need in the next 6 to 24 months. This foresight will prevent the headache of constantly switching tools as the agency grows.
2. Practical steps for improving tech efficiency
- Integrate your tools: Ensure that all the tools your agency uses—whether for project management, time tracking, or client communication—are connected and sharing data seamlessly.
- Plan for future needs: Don’t just focus on what your agency needs today. Think about how your agency might evolve and what tools you’ll need to support that growth.
- Review vendor roadmaps: Make sure the vendors you’re partnering with have a product roadmap that aligns with your future business needs. This will help avoid the frustration of outgrowing your tools too quickly.
In summary …
1. Focus on predictability
Forecasting is key to long-term agency success. Whether it’s predicting workloads, planning resources, or anticipating new hires, agencies that track utilization and forecast into the future will have a competitive edge. Start planning work while still in the sales stage, and use scenario analysis to model different business outcomes.
2. Prioritize profit margins
Understanding profitability at both a macro and micro level is essential. Agencies must track not only overall profitability but also which specific services, roles, and clients are driving that profitability. Use recurring revenue to create a buffer for lean times and protect your agency from client churn.
3. Make the most of technology
The right tech stack can make or break an agency. Ensure your tools are integrated and scalable. Think beyond today’s needs and invest in systems that will support your agency’s growth for years to come.
4. Take control of what you can
While agencies can’t control market fluctuations or client demands, they can control their own internal processes. By improving predictability, maximizing profit margins, and using technology efficiently, agencies can become more resilient and adaptable to whatever challenges come their way.
For agencies looking to stay competitive, leveraging data and tools like BugHerd and Productive can provide the edge needed to thrive in an unpredictable market. Now is the time to take action, make informed decisions, and ensure long-term success.
