Agency new business with a pipeline you can plan around.
“This month forty, next month thirty.”
We work with owners of £100k to £3M agencies on a sales rhythm the team can run. We start with the pipeline you already have, work back from the revenue target and put a dated next action against every real opportunity.
Signs sales rhythm is the problem
- We stop selling as soon as delivery gets busy.
- There are plenty of deals in the CRM, but nothing is moving.
- We send proposals and wait for someone to come back.
- Every new client comes through my own contacts.
- I couldn't tell you how much pipeline we need next month.
How we fix it
- Work back from the target
- We use the Pipeline Math Formula: subtract recurring revenue from the target, then divide the new revenue needed by your win rate. We check warm and cold opportunities separately and allow for how long deals take to close.
- Qualify before writing the proposal
- We agree what must be true at each stage. Confirm the problem, budget range and decision-maker before a deal counts as qualified. Discovery gives us the context, timeline and success measures to build a useful proposal.
- Give every deal a next action
- We put follow-up in the diary after each conversation. The compounding sales diary keeps the next action attached to the deal, including a later check-in when a prospect goes quiet. We review what moved and what is stuck each week.
- Build demand beyond referrals
- We make referral requests part of the routine, then protect time for your own marketing. We build a Top 100 target list, research the decision-makers and start relevant conversations. Content speaks to the commercial outcomes your clients want.
- Teach the team to sell
- We document discovery, proposals and follow-up so the process can be taught. Team members watch, help, lead with support and then run calls themselves. We bring creatives into pitches where their expertise, scope knowledge or delivery input earns its place.
What changed at Glaze Digital
Built proactive sales systems replacing reactive referral model
“Connor has added a huge amount of value to our business since we started working with him. We were looking for someone with first-hand practical experience in scaling an agency, and that's exactly what Connor has done. He's experienced every problem we've encountered many times over and been able to provide us with insightful solutions.”Read the Glaze Digital case study
Connor McAuley, Founder. As specialists join, each area gets its own lead here.
Read more on agency sales
Build the pipeline
Create demand
For agencies under £100k, start with the Scorecard and the YouTube channel. We do not book calls below this level.
Questions on agency sales
How much sales pipeline does an agency need?
Start with the new revenue needed after contracted recurring revenue. Divide that by your win rate on decided deals, then account for lead source and sales-cycle length. We use your actual conversion data so the target reflects how your agency sells.
Can we grow on referrals alone?
Referrals are valuable, but their timing and volume are hard to control. We keep a deliberate referral routine and build other sources alongside it, including commercial content and researched outreach. That gives you more ways to create conversations.
What do we do when proposals go quiet?
Schedule the next action as soon as the proposal goes out. The sales-system article uses follow-up at day two, seven, fourteen and thirty, then a later check-in for dormant deals. Each conversation should leave a dated next step in the CRM.
Does the owner have to close every sale?
The team can learn a documented discovery and proposal process. We train it gradually through watching, helping, leading with support and running calls alone. Senior creatives join where their expertise helps the buyer, with clear limits on their time.
Start with your sales rhythm.
Score this area alongside the others and see which one to fix first.