Agency LTV Calculator
Retainer Client Lifetime Value
Output Benchmarks
How to use this Agency LTV Calculator
Input Data
Enter your current Agency Model metrics into the labeled fields above.
Analyze Ratios
Instantly view efficiency ratios calculated against elite standards.
Optimize
Compare your results with the Benchmarks on the right to find leverage points.
Strategic Context
THE STRATEGIC VIEW
In the agency business, LTV is often fragile due to "Key Person Risk" and client concentration. Strategic stability is achieved by moving from "Project Work" (low LTV) to "Productized Retainers" (high LTV). This model tracks the lifetime earnings potential of a client relationship over months of service.
Operational Reality
THE HIGH-TOUCH RETENTION
Agency LTV is fragile. Unlike software, Agency Churn is often emotional or relationship-based. "Key Person Risk" is huge. If the account manager leaves, the client often leaves. LTV Calculation here must factor in "Expansion Revenue" (Upselling).
PRODUCTIZING SERVICES
To stabilize LTV, elite agencies move from "Hourly Work" to "Productized Retainers". A flat $5k/mo fee is easier to renew than a variable bill that surprises the client every month. Predictability increases retention.
Tactical FAQ
TACTICAL Q&A
Q: How do I measure Agency CAC?
Q: Project-based vs Retainer LTV?
Q: How to increase client retention?
Output Benchmarks
Master The System
This calculator is just one tactical step. The full strategy is documented in the core protocol.
Source Lesson
Sales Engineering: Agency Model Protocol