How does your agency really compare?

Stop guessing how your agency is performing compared to the competition. Answer 25 direct questions about your agency’s finance, business and operations, and receive a benchmark in under 8 minutes. All based on real market data.

Question 1 — Performance & Profit

On a scale of 1 to 10, how would you rate your agency's success?

Struggling significantly Performing at our best

Question 2 — Performance & Profit

How did your total gross revenue change in 2025 compared to 2024?

Grew more than 20% Grew 10% to 20% Grew 1% to under 10% Stayed roughly flat (between -1% to 1%) Declined (more than -1%)

Question 3 — Performance & Profit

Compared to 2024, how did your EBITDA change in 2025?

EBITDA = earnings before interest, tax, depreciation, and amortisation.

It increased significantly It increased slightly It stayed roughly the same It declined slightly It declined significantly

Question 4 — Performance & Profit

What was your EBITDA margin in 2025? (EBITDA as a % of net revenue)

Tip: EBITDA margin = EBITDA ÷ net revenue × 100.

Above 15% Between 0% and 15% Negative (we made a loss)

Question 5 — Performance & Profit

What is your average profit margin per project, after all direct costs?

Direct costs include: people time, subcontractors, tooling, and production costs.

More than 40% 31–40% 21–30% 11–20% 10% or less

Question 6 — Revenue Quality & Cash

What percentage of your 2025 revenue came from clients who were already clients at the start of the year?

More than 88% 81–88% 74–80% 61–73% 60% or less

Question 7 — Revenue Quality & Cash

What percentage of your total 2025 revenue came from your single largest client?

Less than 5% 5–10% 11–20% 21–35% More than 35%

Question 8 — Revenue Quality & Cash

How often do you measure customer satisfaction and what were your most recent results?

We measure it systematically and the results are good We measure it systematically and the results are mixed or poor We measure it sporadically and the results are good We measure it sporadically and the results are mixed or poor We don't measure customer satisfaction

Question 9 — Revenue Quality & Cash

By what percentage did you change your rates or fees in 2026 compared to 2025?

Increased more than 10% Increased 8% to 10% Increased 6% to 7% Increased 1% to 5% No change (0%) or decreased

Question 10 — Revenue Quality & Cash

How many months of revenue are currently covered by signed contracts, retainers, or confirmed projects?

More than 6 months 4 to less than 6 months 2 to less than 4 months 1 to less than 2 months Less than 1 month

Question 11 — Clarity of Model & Positioning

How would you describe your agency's positioning strategy?

We have a specific niche or ideal customer profile and actively turn down work outside it Defined area of focus with some selective work beyond it We know what we're best at, but we take on a fairly wide range of work Broad offering with no strong positioning angle No clear positioning — we take work as it comes

Question 12 — Clarity of Model & Positioning

How stable has your agency's positioning been in the last 3 years?

Consistent and clear — we haven't changed our core positioning Minor refinements only, same fundamental direction One deliberate repositioning with a clear strategic reason More than one significant repositioning We are currently uncertain about our direction

Question 13 — Clarity of Model & Positioning

To what extent does your agency use value-based billing (pricing based on the value delivered, not hours worked)?

Our primary billing model — most projects are priced this way On selected projects, alongside other billing models We're experimenting with it on a few projects We'd like to adopt it but haven't yet We don't use it and aren't planning to

Question 14 — Clarity of Model & Positioning

To what extent have you productised your services (packaged offerings with fixed scope, price, and delivery)?

Most of our revenue comes from packaged or productised services Productised offerings are a significant part of our portfolio We've productised a few services — a small part of the work We've explored it but not implemented it Everything we do is fully bespoke — nothing is productised

Question 15 — Clarity of Model & Positioning

Which of the following best describes your team's approach to allocating time and capacity to client work?

A clear, systematic model the whole team follows consistently A broadly understood approach, with occasional exceptions We have guidelines but allocation is often improvised Mostly reactive — whoever is available gets assigned No clear system — it's ad hoc

Question 16 — Operating System

What percentage of your team's available hours are currently billed to clients? (Billability rate)

More than 82% 76–82% 68–75% 60–67% Less than 60%

Question 17 — Operating System

What percentage of your team's capacity for the next four weeks is already planned and allocated to specific client work?

More than 90% 81–90% 71–80% 51–70% 50% or less

Question 18 — Operating System

On a scale of 1 to 10, how actively do you use KPIs and data to run your agency?

We barely track anything Everything that matters is measured

Question 19 — Operating System

How consistently do you track the profitability of individual projects?

1 — we don't track project profitability 2 — occasionally or informally 3 — most projects, but not all 4 — nearly all projects, systematically 5 — every project tracked in real time

Question 20 — Operating System

How consistently do you track planned hours versus actual hours spent per project?

1 — we don't track this 2 — sometimes 3 — most projects 4 — nearly all projects 5 — every project, every time

Question 21 — Talent & Scaling Capacity

How would you describe the composition of your core permanent team?

Balanced: A deliberate balance of deep specialists and adaptable generalists Specialist-led (flexible): Predominantly specialists with cross-functional flexibility when needed Generalist-led: Predominantly generalists who comfortably cover a wide range of tasks Specialist-led (rigid): Predominantly specialists working in silos with little to no cross-functional flexibility Unstructured: No deliberate strategy — the mix simply reflects who we’ve hired over time

Question 22 — Talent & Scaling Capacity

How does your agency handle periods of peak workload or large new projects?

Structured flex model — a vetted freelancer pool or pre-agreed capacity Freelancers we can call on — somewhat structured We supplement with freelancers but the process is mostly ad hoc We rely on the permanent team working harder during peaks We haven't really solved this yet — each time is different

Question 23 — Talent & Scaling Capacity

How much did your freelancer or contractor headcount fluctuate between your busiest and quietest periods in 2025?

Little to no fluctuation — a stable, consistent freelance pool Some fluctuation — up to roughly 25% change Moderate fluctuation — a 26–50% change Large fluctuation — more than 50% change We don't have clear visibility on this

Question 24 — Talent & Scaling Capacity

Approximately what percentage of your total delivery capacity (hours worked on client projects) is currently provided by freelancers or external contractors?

10% or less 11–25% 26–40% 41–60% More than 60%

Question 25 — Talent & Scaling Capacity

How consistently do you track employee retention and staff turnover?

1 — we don't track employee retention 2 — aware informally but don't measure it 3 — tracked occasionally 4 — tracked regularly and used to inform decisions 5 — retention is a formal KPI, tracked and reviewed

Almost there

Tell us a bit about your agency

This helps us compare you with agencies of a similar size and type.

Agency name

Number of FTEs

Core service

Country

Primary billing model

The 2026 Agency Benchmark Report

What your scores are based on

We collected 200 verified agency responses and analyzed over 4,000 Teamleader customers. The survey is divided into 5 pillars. In the report, you’ll find the full picture of what separates top-quartile agencies from the rest, and what it takes to get there.

200

Verified agencies

4,000+

TL customers analysed

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