Most agency owners assume that more new business is always better.

But what if relying too heavily on new clients is actually increasing the risk in your business?

In this episode of Creative Outcomes, Craig Baldwin walks through a practical revenue planning framework and explains why agencies that depend too heavily on net-new sales often create unnecessary volatility. From client retention and account growth to sales forecasting and marketing investment, Craig shares how to evaluate your revenue mix and why 20% net new revenue is a healthy benchmark for most agencies.

If you're planning for the next quarter, or next year, this episode will help you think differently about where your growth should come from.

In this episode:

- Why new business is your riskiest source of revenue

- The difference between growth  ...