New business pipeline

Brief received → discovery → proposal or pitch → negotiation → won. Record the estimated value, likely start date and who owns the relationship.

From brief to project

Once a client signs, set up the project with milestones and owners so the creative team starts with the brief, the budget and what was promised. See client onboarding.

Approvals without the email chase

Assign a review task for each approval with a due date, so the next step is visible to the account manager and the client.

Retainers and renewals

Track retainer end dates and plan the renewal conversation well ahead. See service agreements and renewals.

Managing pitches without overcommitting

Pitches are expensive. Qualify before you pitch: is the budget realistic, is the timeline workable and do you have a real chance? Track pitch outcomes and reasons, and after a few months look at your win rate by type of client and size of brief. It helps you decide which pitches are worth the effort.

Keeping client relationships healthy

  • Hold a regular check-in with each retainer client, separate from project updates.
  • Track who your contacts are and watch for changes in key people.
  • Share results and wins, not just deliverables.
  • Plan retainer reviews well before renewal dates.

Connecting new business to resourcing

Share the pipeline with whoever plans the studio’s workload. Knowing which large briefs are likely to land next month lets you line up freelancers or adjust timelines early, rather than scrambling when the client signs.

Writing proposals that stand out

Clients receive many proposals that look alike. Lead with their problem and the outcome they want, show relevant past work and offer clear options with prices. Keep it short enough to read in ten minutes. Record each proposal against the opportunity so you can see which formats and price points win.

Tracking time against retainers

Retainers go wrong when the agency quietly over-delivers or the client feels short-changed. Agree what the retainer covers, track work against it and share a simple summary each month. If the client regularly needs more, use the data to propose a bigger retainer.

A worked example

A ten-person digital agency tracks new business in a pipeline, with each brief valued and owned. When a large brief reaches the proposal stage, the studio manager sees it and pencils in freelancers. When it is won, the project starts with the brief, budget and promises in one place. At the three-month mark, the account manager’s scheduled check-in surfaces a new request that becomes a retainer.

Quick checklist

  • Qualify briefs before investing in a pitch.
  • Track every pitch with value, owner and outcome.
  • Start projects with the brief, budget and promises in one place.
  • Assign approval tasks with due dates.
  • Hold regular check-ins with retainer clients.
  • Plan retainer renewals well ahead.

What NovaSoft One doesn’t do

Campaign records in NovaSoft One help you coordinate client work. They don’t publish or optimise campaigns; your ad and social tools still do that.

Explore the agency starting point.

Common questions

How many stages should an agency pipeline have?

Five or six is enough: brief received, discovery, proposal, negotiation, won and lost.

Should we track lost pitches?

Yes, with a reason. Over time it shows which clients and briefs you are most likely to win.

Can clients see project progress?

With a client portal, you can share milestones and approved files without sharing internal notes.

This guide is general information for Australian businesses, not legal, tax or financial advice. Check anything specific to your situation with a qualified adviser or the relevant government agency.