Marketing Agency Pro Forma
Operating Businesses Excel Template (Free Download)
Project client growth, retention, delivery capacity, retainer and project revenue, unit economics, cash flow, and valuation.
professionals from Deloitte
About this pro forma
This pro forma translates the marketing-agency model into projected roster, delivery, revenue, margin, and valuation outputs. Client wins, churn, retainer and project cohorts, billable FTE capacity, utilisation, media pass-through, delivery costs, CAC, and overhead are linked through the forecast.
Use the projected LTV, CAC, payback, EBITDA, cash flow, and DCF outputs to assess growth quality and staffing needs. The Excel model is the calculation engine; the pro forma is the projected decision output.
What every model 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 Pro Forma
- Projected client roster and retention
- Retainer, project, and media-fee revenue forecast
- Billable FTE capacity and utilisation projection
- Delivery cost, CAC, LTV, and payback outputs
- EBITDA, capex, working capital, and free cash flow
- Enterprise value, equity value, and value per share outputs
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 pro forma show?+
It shows projected clients, revenue streams, delivery capacity, margins, unit economics, cash flow, and valuation.
Is media pass-through separated?+
Yes. Agency fees and near-zero-margin media pass-through are shown separately in the projected revenue build.
Does it include LTV and CAC?+
Yes. Projected client lifetime, LTV, CAC, LTV/CAC, and payback outputs are included.
Can I test client churn?+
Yes. New wins, churn, retention, staffing, pricing, and media assumptions can be flexed in Excel.
Have more financial modelling questions? Contact us
Related pro formas
Consulting Firm Pro Forma
Five-year pyramid model: headcount, utilization, billable rate, comp, and margins.
Staffing Agency Pro Forma
Plan and value a staffing agency using recruiter capacity, worker placements, client billing, and operating costs.
AdTech Pro Forma
Advertising technology platform financial projections.
Food Manufacturing Pro Forma
Operating model for food production and processing businesses with ingredient sourcing, production scheduling, and margin analysis.
