Solutions

Same problem, different vocabulary.

Every agency sells time against a retainer and hopes the margin holds. What changes by discipline is what a unit of work is called, how it is scoped, and where the money leaks. Verbial is one system with the vocabulary set to yours.

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Coverage reportsPR agenciesPlacements are the deliverable, but hours are what you sell. Report on coverage without losing the retainer math.Read more →Ahrefs built inSEO agenciesRankings move slowly and clients get nervous. Show the work and the trend line in the same report.Read more →Volume pricingSocial and contentHigh-volume deliverables, thin margins. Price per asset and know when a client crosses the line.Read more →Pass-throughPaid mediaMedia spend flows through your books. Keep it out of your revenue and out of your margin.Read more →Projects + careWeb and developmentFixed-fee builds that overrun, then a care plan that never gets billed properly.Read more →Multi-departmentFull-serviceSix service lines, one retainer, and no clear view of which department is losing money.Read more →

Where money leaks

The leak is the same shape in every discipline.

DisciplineTypical leakWhat catches it
PR agenciesOver-servicing the loudest accountRetainer pacing
SEO agenciesSmall retainers that cost more than they payProfitability
Social and contentRevision rounds outside scopePre-paid overages
Paid mediaPass-through spend inflating revenuePass-through billing
Web and developmentFixed-fee builds that overrunProject budgets
Full-serviceOne department subsidizing fiveDepartment margin

One system, whatever you call the work.

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