Retainer Fit Scorecard
A scorecard that reads whether a client has the steady need, the budget rhythm and the working relationship that a retainer depends on. It stops agencies proposing retainers to project clients, and missing retainers hiding as projects.
What the questions look like
Real questions from the template, shown in full. You can edit every one of them.
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How steady is your need for this kind of work?0 - One-off510 - Constant
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How predictable is your monthly budget?0 - Unpredictable510 - Very steady
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How much do you value an ongoing partner over a supplier?0 - Just need a task done510 - Want a true partner
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How much work is likely to follow this first piece?0 - None510 - Lots
An example result
Answers run 0 to 10 and convert to a score out of 100 across Continuity, Budget rhythm and Relationship. A high score signals a retainer; a low one signals a project. The categories show why.
Steady need and a partner mindset, though budget rhythm is less certain. Propose a light starting retainer with a clear review point rather than a large fixed commitment.
| Clear retainer (78-100) | Ongoing need and a partner mindset. Propose a retainer. |
| Retainer-shaped (50-77) | Leaning retainer with one uncertainty. Start light. |
| Better as a project (0-49) | One-off need. Propose a defined project instead. |
Who it is for
For agencies deciding how to pitch. Use it internally or as a client-facing tool to guide the conversation toward the right kind of engagement.
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Questions about this template
Is this for us or the client?
Either. Run it internally to shape a proposal, or share it so the client reaches the same conclusion with you.
Can I tune what counts as retainer-fit?
Yes. Set the weighting and thresholds to match how your agency prefers to work.
Does it capture the lead?
Yes, with consent and the score attached, ready for your pipeline.