What percentage of revenue comes from your ideal clients?
This is a really important question as it tells you if you have the right clients for growth. Not all customers are created equal. Most agencies will have a couple of showcase accounts that would be unthinkable to lose. The trick is to not become reliant on them. You often hear people talk of the old business adage that 20 percent of your customers produce 80 percent of your sales.
This is dangerous. The target should always be to identify the next generation of clients, to try and reduce how reliant you are on the big guns. If one left it should be painful, but not devastating to the agency.