In a real agency, the client journey doesn’t end with the first service—they often need more. That’s why upselling between revenue streams is a key part of the financial model.
For example, a client who starts with a monthly SEO retainer might later ask for content marketing, email campaigns, or even a full rebrand. Or a project-based client who hired you for a one-time website might turn into a long-term PPC client if you propose to run and manage their ads.
This model reflects those upsell paths by linking the streams:
- From Retainers to Projects: After a few months of ongoing services, a certain % of clients might be ready for a website redesign or brand refresh.
- From Projects to Retainers: Project-based clients may be converted into recurring ones once they see the value of ongoing support.
- From Any Stream to Ad Spend Management: If you’re running campaigns or handling content, it’s often natural to propose taking over media buying with a markup fee.
You define how long it takes before a client becomes eligible for an upsell, and what share of them convert. This allows you to realistically project organic growth, not just from new sales—but from maximizing lifetime value.
The result is a more robust, sustainable revenue stream that reflects how successful agencies actually grow: by deepening client relationships, not just chasing new ones