Plan the agency you want to be running in five years.
Most agencies plan the next pitch, not the next stage of the business. The Agency Roadmap is a workshop that turns your ambition into a three-to-five-year plan for your people, clients, delivery, sales and finances. All on one page.
Growth plans stop at sales.
A pipeline plan tells you how to win the next clients. It doesn't tell you who will run the work, what it will cost, or what the business needs to look like when you get there.
- A
A revenue target with nothing underneath it.
The number is agreed, but nobody has worked out the client mix, project sizes, hires or cash it takes to reach it.
- B
The agency outgrows its shape.
Every decision still goes through the founders, delivery stretches, and the team that got you here can't take you to the next stage.
- C
Change happens all at once, or never.
Without an order of work, everything feels urgent. The things that depend on each other get started in the wrong sequence, then stall.
Decide where the agency is going first. Then plan how to win.
Your go-to-market should serve the business you're building, not the one you have today. The roadmap sets that destination, so every commercial decision after it pulls in the same direction.
Seven decisions. One plan.
We work through these in order with your leadership team. Each stage answers one question and produces something you keep.
- 01
Set the starting point and destination
Where are we today, and what business do we want in three to five years?
OutputBaseline, leadership ambition and measurable future goals
- 02
Make the strategic growth choices
Which clients, services and parts of the business will get us there?
OutputPortfolio choices, priorities, and what to stop or avoid
- 03
Define the future agency
What capabilities and organisation will that business need?
OutputFuture requirements across people, clients, delivery, commercial activity and finance
- 04
Find the gaps and dependencies
What has to change, and what has to happen before something else can work?
OutputCapability gaps, constraints and the order they need solving in
- 05
Test affordability and capacity
Can we fund and resource the changes we're proposing?
OutputInvestment assumptions, hiring triggers, financial scenarios and trade-offs
- 06
Build the roadmap
What happens, and when, across each part of the agency?
OutputA one-page roadmap, with detailed commitments for the first 12 to 18 months
- 07
Set up delivery and review
Who owns each commitment, and how will we adapt as things change?
OutputAction register, owners, milestones and a review rhythm
Your whole agency on one page.
Six areas of the business down the side, time across the top. The near term is specific. The further out it goes, the more it shows direction rather than false precision.
Swipe to see all four time horizons →
Plus the action register.
The roadmap shows the journey. The register turns the next twelve months into named commitments, so the plan actually gets done.
| Commitment | Owner | Milestone | Review |
|---|---|---|---|
| Hire a head of growth | Managing director | In post by month 4 | Q1 |
| Client triage and account plans | Client services director | Top ten accounts planned | Q1 |
| 13-week cash-flow forecast | Finance director | Live and reviewed monthly | Q2 |
| CRM and weekly pipeline meeting | Head of growth | Every opportunity tracked | Q2 |
The agency, figures and names above are illustrative examples.
Today, this year, five years out.
The roadmap is the widest view of the work. Your commercial growth is one part of it, and it plugs straight in.
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Where you stand today
The New Business Health Check
A free four-minute score across the eight stages of a new business engine.
Take the health check → -
The next 12 to 18 months
Audit, Playbook and Engine
Build the commercial engine: who you go after, how you show up, and a pipeline your team owns.
See the approach → -
Three to five years
The Agency Roadmap
Plan the whole agency: people, clients, delivery, process and finance, with growth built in.
Already run the Growth Playbook? It becomes the sales and marketing row of your roadmap, so the two plans never pull in different directions.
Built with your leadership team.
- Who's in the roomFounders and leadership
The people who own the decisions, plus anyone who'll own a row of the roadmap.
- FormatSeven workshop stages
Run in person or remotely, with work between sessions so time together goes on decisions.
- You keepRoadmap and register
A one-page roadmap and an action register, owned by your team.
- AfterwardsQuarterly reviews
Check progress, learn from results, and adjust the plan as the business changes.