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Agency Sales Calculator

The Agency Sales Calculator estimates an agency’s sales value for a selected period by combining retained-client revenue, project revenue, and other billings. It is useful for owners, sales leaders, and operations teams who need a quick view of expected gross sales before expenses are deducted.

Use the result for weekly, monthly, or quarterly planning as long as every input covers the same period. The breakdown separates recurring and project-based sales so you can see which revenue source contributes most and compare the total with a target or prior period.

Enter your assumptions

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Result
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Total agency sales for the selected period
Retainer sales—
Project sales—
Other sales—
Recurring share—

1. Set the reporting period
Decide whether the figures represent a week, month, quarter, or year, and use that same period for every input.

2. Enter retained business
Add the number of active retainer clients and the average amount billed to each during the period.

3. Add project work
Enter the number of one-time projects and their average fee.

4. Include other billings
Add workshops, commissions, pass-through markups, or other sales not included above.

5. Review the mix
Compare total sales with the recurring share and the project-sales subtotal.

Total Sales = (Retainer Clients × Average Retainer) + (Projects × Average Project Fee) + Other Sales

Where:

  • Retainer Clients = active recurring clients in the selected period
  • Average Retainer = average recurring billing per client
  • Projects = one-time engagements billed in the period
  • Average Project Fee = average sales value per project
  • Other Sales = billings outside the two main groups

What the result means

The main result is gross agency sales before payroll, contractor costs, software, taxes, and other expenses.

Use consistent time periods. Sales may differ from cash collected when invoices are paid later.

Given: 10 retainer clients at $4,000 each, 4 projects at $7,500 each, and $3,000 of other sales.

Calculation: Retainer sales = 10 × $4,000 = $40,000. Project sales = 4 × $7,500 = $30,000. Total = $40,000 + $30,000 + $3,000 = $73,000.

Result: Estimated agency sales are $73,000, with about 54.8% coming from retainers.

Does this show profit?

No. It measures gross sales only. Use an expense or profit calculator to account for delivery and overhead costs.

Should I enter signed contracts or invoices?

Use one basis consistently. For a sales forecast, signed work may be appropriate; for reported sales, use your accounting recognition policy.

How should I handle variable retainers?

Use the expected average billing per active client for the selected period, or group clients separately and add the subtotals.

Can I use annual values?

Yes. Enter annual client counts, annual average retainers, annual project volume, and annual other sales.

Why is recurring share useful?

It shows how much sales volume comes from retainers, which can help assess revenue stability and capacity planning.