Manage retainer and project clients in separate pipeline views within the same CRM. Retainer clients need renewal tracking and mid-term check-ins. Project clients need scope-to-delivery stage tracking and post-project referral requests. Mixing both in the same pipeline creates confusion — different follow-up logic, different timelines, different commercial conversations.
In LeadLab, you can build two pipeline tracks — one for new business (which includes both retainer and project prospects) and one for existing clients (which separates retainer renewals from project completions). Each track has stages appropriate to its commercial logic.
Why Agencies Undervalue Project Work
Project work has a natural end date — which means it also has a natural referral moment and a potential "what comes next" conversation. Most agencies deliver the project, receive payment, and move on. The client never hears from them again.
The agency that delivers a project, follows up 30 days later with a check-in, and proposes a maintenance retainer converts 20–30% of project clients into ongoing relationships. That conversion is pure revenue growth with zero additional marketing.
The Retainer Renewal Trap
Retainer renewals feel automatic until they are not. The client who has been passively satisfied for 9 months is quietly vulnerable to a competitor who reaches out with a fresh perspective. A proactive renewal conversation — with results data and an upgrade proposal — at 60 days out is the protection against this. The CRM makes it happen without relying on someone's memory.
Track retainer and project clients in one place — LeadLab →
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