Marketing Agency Dashboard
Operating Businesses Excel Template (Free Download)
See active clients, retainer and project mix, revenue per FTE, utilisation, EBITDA margin, churn, LTV/CAC, and enterprise value together clearly for a marketing agency forecast.
professionals from Deloitte
Used by professionals from
About this dashboard
The Marketing Agency Dashboard brings the agency's client roster, operating capacity, profitability, and valuation into one view. It headlines active clients, retainer and project mix, revenue per FTE, utilisation, EBITDA margin, churn, LTV/CAC, and enterprise value for a quick operating review across the forecast.
Use the dashboard to connect client growth and retention with delivery capacity. Revenue keeps retainer and project fees distinct from media pass-through, so the operating picture remains tied to agency-fee economics. Utilisation shows how the active roster compares with serviceable clients based on billable FTEs and clients per FTE.
The client-economics and valuation outputs extend the operating view into average client lifetime, LTV, CAC payback, enterprise value, equity value, and value per share. This supports profitability planning, retention analysis, platform underwriting, and board or lender reporting across the forecast, with the client and valuation drivers visible alongside operating performance.
What every dashboard includes
Live formulas, no hardcoded values
Outputs are driven by live formulas, so the workbook updates from its assumptions instead of relying on hardcoded results.
All assumptions in one tab
Inputs are clearly marked in the Assumptions tab and separated from calculations, making it clear what to change and what to leave intact.
Statements always balancing
For integrated-statement models, the balance sheet, cash flow, and supporting schedules tie through properly.
Distinct schedules for clarity
Debt, working capital, taxes, and cash flow can get messy quickly. We group calculations in clear schedules, not across disconnected tabs.
No hidden macros or external links
There are no unexplained external workbook links or macros to undermine auditability or portability.
Changes flow through the model
Update a key driver and see the impact carry through the forecast, financing, and return outputs. We never use hardcoded numbers in formulas.
What's inside the Marketing Agency Dashboard
- Active clients
- Retainer and project mix
- Revenue per FTE
- Utilisation
- EBITDA margin and churn
- LTV/CAC and enterprise value
Formatted to IB standards
Named theme colors repaint the whole workbook in one click, on top of an investment-banking structure with clear input, output, and cross-sheet reference styling - brand-ready, institutional-grade, and fully auditable.
Created by ex-finance professionals
Hey, I’m Alex and I created Finamodel.
Over my years in the finance industry I kept building the same models over and over again. Same structure, same assumptions, different logo. So I started building frameworks to turn them into clean, reusable templates.
Every model here is one I’d actually use for a client, and I personally vet each one before it goes up.
I’m not an expert in every industry, but I’ve built enough models to know what belongs in one. And when something is completely foreign to me, I reach out to my network for experts to work on our models with us.
Having a template library on hand cuts a first build from hours to minutes.
Need help finding your model? You’ll find me in the Finamodel app!
Frequently asked
What does the Marketing Agency Dashboard show?+
It shows active clients, the retainer and project mix, revenue per FTE, utilisation, EBITDA margin, churn, LTV/CAC, and enterprise value. These metrics connect the client roster and delivery model to profitability, unit economics, and valuation.
Why is the retainer and project mix included?+
The mix shows how agency-fee revenue is divided between recurring retainer work and project work. It helps users see how roster composition affects revenue, capacity, agency-fee margin, EBITDA, and enterprise value.
How does utilisation relate to active clients?+
The model compares active clients with serviceable clients, which are based on billable FTEs and clients per FTE. The resulting utilisation metric shows how the client roster uses the agency's delivery capacity.
What do LTV/CAC metrics represent?+
The client-economics block uses churn to calculate average client lifetime, then combines annual fee per client, gross margin, and CAC to calculate LTV, LTV/CAC, and CAC payback in months.
Does enterprise value include media pass-through as agency margin?+
No. Media pass-through is billed gross and charged back as a pass-through cost, while retainer and project fees remain the agency-fee subtotal. Keeping these streams separate prevents managed media spend from flattering the operating margin.
Have more financial modelling questions? Contact us
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