Use the slider to estimate what percentage of identified opportunities will actually convert into revenue. The board scenarios give you quick presets.
Cross-sell Matrix
The heart of the platform. Every client on one axis, every service on the other. Click any cell to mark it as "Currently buys", "Opportunity", or "Unlikely" and set a potential monthly value. The Dashboard projections update as you fill this in.
Profitability Model
What happens if each agency charges a bit more and fills more of their team’s time with billable work? Adjust the sliders below to model the uplift from improving day rates and utilisation across the group.
New Business Pipeline
Prospects already in conversation with any agency who could buy services from the wider group. Add prospects below and map which services they might buy. Use the pipeline win rate slider to see their weighted contribution to the dashboard.
See how increasing lead volume or improving conversion rate would impact your pipeline.
Win-back
Former clients worth reaching out to again, now that the group offers more services. Win-backs are often the quickest wins — there’s an existing relationship, they know your quality, and the group now has more to offer than before.
Client Retention
How much revenue do we lose each year to client churn, and what’s it worth to reduce it? Set a group churn target and see the impact. Retaining one client is worth more than winning a new one — no acquisition cost.
Clients flagged as at risk based on stakeholder changes, competitor activity, or contract concerns. Value shown is annual.
Priority Actions
Your cross-sell to-do list, automatically prioritised. P1 actions are high-value, high-likelihood opportunities that are easy to act on now. P2 and P3 are worth pursuing but less urgent. Filter by RAG or minimum value to focus.
How we calculate priority: We combine the potential value of the opportunity (30%), how likely the client is to switch (25%), how easy the conversion would be (20%), how strategically important the service is (15%), and how strong the existing relationship is (10%). P1 = top priority · P2 = strong opportunity · P3 = worth pursuing · below that = park for now.
Referral Pipeline
Track cross-sell referrals between agencies. When you spot an opportunity for a client to use another agency's service, refer them here. Drag referrals across stages from introduction to close.
Activity & Insights
A live feed of all changes across the platform, plus AI-suggested cross-sell matches. The matching engine looks at what similar clients already buy and flags clients who might benefit from services they’re not currently using.
Based on what similar clients already buy, these are clients who might benefit from services they’re not currently using. Think of it as a recommendation engine for cross-selling.
Referral Leaderboard
Friendly competition between agencies. See who's referring the most opportunities and driving the most cross-sell revenue across the group.
Scenario Comparison
What if we add or drop an agency? Create up to 3 scenarios with different combinations of agencies. See the impact on revenue, EBIT, and cross-sell pipeline side by side to inform the final deal structure.
Valuation & Deal Structure
What is each agency worth? UK digital agencies typically sell for 4–7× annual EBIT. Adjust the multiples and payment structure (upfront vs earnout) below to model what each agency could be worth and what the total deal looks like.
Integration Costs
What does it cost to bring the group together? Track one-off and ongoing costs — systems, rebranding, legal, HR. The payback calculator shows how quickly the cross-sell revenue covers what you’ve spent on the merger.
Synergy Map
Where does the merger create value? Three types: Revenue (cross-selling to each other’s clients), Cost (sharing resources to save money), and Capability (offering new services the group couldn’t before). Track each synergy from idea through to delivery.
Client Conflicts
Automatically flags when two or more agencies serve the same client. Same service to the same client is a direct conflict that needs resolving before the merger. Different services to the same client is fine — and is actually a cross-sell opportunity.
Revenue Concentration
How dependent is each agency on its biggest clients? Ideally no single client should account for more than 15–20% of revenue. The merger is a good time to surface these risks — if a big client leaves after the deal closes, it hurts everyone.
Key People Risk
Who holds the critical client relationships? If they leave after the merger, those relationships may walk with them. Identify the key people at each agency, assess the risk, and build a retention plan before the deal closes.
Culture Fit
Will these teams actually work together? Culture is the #1 reason mergers fail. Use the Gallup Q12 — the industry standard for measuring employee engagement — to score each agency on a 1–5 scale. Spot cultural gaps before they become post-merger problems.
Rate your agency on each question (1 = Strongly Disagree, 5 = Strongly Agree). Everyone's scores are averaged.
Merger Timeline
What needs to happen and by when? Track milestones across six phases: Discovery, Due Diligence, Negotiation, Legal, Integration, and Post-Merger. Add milestones below and mark them complete as you progress.
Users
Manage who has access to the platform and what they can see. Roles control visibility: Admins see everything, Board members see all financials, Managers see their own company’s data in detail, Employees see only what they need to contribute.
Connected Instances
Connect with other agencies running this platform to share service information and referral requests — without revealing your financial data to each other. Enter their platform URL below to link up.
Agency Scorecard
Three growth levers drive every professional services business: generating leads, converting them, and growing customer lifetime value. This board shows each agency's performance across 5 key areas with RAG traffic lights and named owners.
Upsell Opportunities
Upselling means selling more of the same service to an existing client. It’s the quickest win — they already trust you and know the value.
Expansion Sell
Expansion selling targets sister companies and regional offices of existing clients. If you do great work for their EMEA office, their APAC team is a warm lead.
Price Increase Planner
Two ways to increase day rate: raise prices directly, or become more productive. This planner tracks client-by-client price increases towards an overall target.
Staff Utilisation
Every agency sells one thing: people’s time. If 60% of hours aren’t billable, that’s 40% waste. This tab shows where capacity is underused and where roles are duplicated across the group.
Client Health
Categorise clients by profitability: Gold (high margin, protect at all costs), Silver (decent, room to grow), Unprofitable (losing money — fix or exit). Simple: cost to serve vs revenue.
Revenue Forecast
12-month forward projection combining retainer run rate, cross-sell pipeline, upsell opportunities, and expected churn. Shows the compounding growth trajectory the board needs to see.
Contract Tracker
Client contracts, renewal dates, and risk flags. Most agency churn happens at contract renewal — this gives you early warning so you can act before it’s too late.
Sales Performance
Per-salesperson close rates, pipeline velocity, and revenue won. The CRO’s tool for coaching underperformers and scaling what the top closers do right.
Due Diligence Tracker
Document checklist for the merger process — financials, legal, commercial, operational, HR, technology, and compliance. Track what’s been received, reviewed, and flagged across all agencies.
Board Pack — Executive Summary
One-page overview pulling key metrics from every part of the platform. Send this to the board or PE investors for a monthly snapshot of the group’s health and growth trajectory.