Verity for marketing agencies
Agencies measure revenue and almost never measure what earning it cost. Verity connects the client, the retainer, the work delivered against it and the people who did it, on one record.
Verity runs agency operations. It is not a campaign or advertising platform.
Verity / Agency
LiveActive accounts
24
Committed capacity
118%
Over-servicing
6 accounts
Unbilled work
₹28 L
Needs attention
Illustrative figures. Verity shows your own agency in this shape.
How the business runs
A marketing agency sells the output of its people. It signs retainers and projects, delivers work against them, and either makes a margin or does not. The commercial question — which accounts are profitable and which are quietly subsidised — depends entirely on knowing what each account actually consumed, and most agencies do not know.
The reason is structural. Delivery work sits in a project tool, the client relationship in a spreadsheet or a CRM, the contract in a drive, the invoice in an accounting package, and capacity in nobody’s system at all. Each of those is fine on its own; none of them can answer whether the account that pays a comfortable monthly retainer is consuming forty percent more delivery than it did a year ago.
Over-servicing is the characteristic agency failure, and it never happens deliberately. A client asks for one more round. A revision becomes a rewrite. Something outside the scope is done because saying no felt disproportionate. Individually each is reasonable, and collectively they are the difference between a good year and a flat one.
The second failure is capacity. Work is sold against availability that nobody has calculated, so a team is committed at a hundred and eighteen percent of its month before two outstanding pitches are counted.
Verity holds the client, the retainer, the work delivered against it, the people who delivered it, the approvals and the billing position as one set of records. The commercial and the delivery sides stop being separate conversations.
What Verity calls these things
What gets in the way
An overloaded team, a slipping deadline and a difficult client are usually the same underlying fact: nobody measured what the account consumes.
Account profitability is a guess
Revenue per account is known precisely. Delivery effort against it is known approximately, if at all, so margin is inferred rather than measured.
In Verity Work is recorded against the account that requested it, so consumption against retainer is a number rather than an impression.
Over-servicing accumulates invisibly
Extra rounds, out-of-scope requests and goodwill work are absorbed one at a time and never add up anywhere.
In Verity Out-of-scope work is raised as a variation against the account, so it is either agreed and charged or recorded as a decision not to.
Capacity is committed before it is checked
New work is sold against a team’s availability that nobody has actually calculated, and the overload appears three weeks later as missed deadlines.
In Verity Assigned work per person and per period is a record, so the commitment is made against real remaining capacity.
Client approvals stall the whole chain
A deliverable waits on a client sign-off that nobody is tracking, and the dependent work sits idle while the deadline stays fixed.
In Verity Approvals are workflow steps with an owner and an age, so a stalled sign-off is visible and chaseable.
Client context is scattered
The history of an account lives across a chat tool, an inbox, a drive and the account manager who has been there longest.
In Verity Briefs, decisions, assets and correspondence attach to the account and the project they concern.
Work finishes and is billed late
A project completes, everyone moves on, and the invoice is raised a month later because it was nobody’s specific task.
In Verity Completed and unbilled work is aged against the account, so it surfaces as an exception rather than in a quarterly review.
The complete system
Verity runs the agency’s operation. Campaign delivery platforms stay where they are.
Work
Work is held with its account, scope, owner, state, dependencies and the effort recorded against it.
Why it matters here The delivery record is what connects a client’s payment to what the agency actually spent producing the output.
In practice A campaign with eleven deliverables shows which are done, which are waiting on client approval and what each has consumed.
Relationships
Each account is a record with its contract terms, retainer scope, projects, contacts, approvals and billing position.
Why it matters here The account is the commercial unit. Held as a record, it can be assessed; held across four tools, it cannot.
In practice An account’s retainer scope sits next to the work delivered against it, which is the only way over-servicing becomes visible.
People
The team is modelled once, and every project, task and deliverable shows who owns it and who worked on it.
Why it matters here An agency’s entire cost base is its people, and allocating them well requires knowing what each is already carrying.
In practice Assigned work per person for the coming month, so a new project is committed against real availability.
Workflows
Client approvals, internal reviews, scope variations and revision rounds are defined steps with owners and recorded decisions.
Why it matters here Revision rounds are where agency margin is consumed, and they are almost never counted against what the contract allows.
In practice A fourth revision round on a two-round scope raises a variation rather than being absorbed silently.
Records
Documents attach to the account or project they belong to, with version history, permissions and retention.
Why it matters here The brief that was agreed and the contract that defines scope are the two documents everyone needs and nobody can find during a disagreement.
In practice The signed statement of work sits on the account record, so a scope discussion starts from the document rather than from memory.
Communication
Comments, notifications and activity attach to the project or deliverable they concern.
Why it matters here Agency context lives in chat threads, which means it is unavailable to anyone who joins the account later.
In practice The client’s decision to change direction is recorded against the deliverable, not buried in a channel.
Reports and analytics
Account consumption against retainer, capacity commitment, delivery against deadline, unbilled ageing and utilisation come from the operational records.
Why it matters here Agencies report revenue monthly and effort never, which is why the profitable accounts and the subsidised ones look identical.
In practice Consumption against retainer by account, current, rather than reconstructed at contract renewal.
Verity AI
Verity AI answers from your own account, project, capacity and billing records, respects permissions, and can create assigned follow-ups.
Why it matters here The questions worth asking span delivery and commerce at once, which is exactly why they are asked at a leadership meeting and rarely answered.
In practice "Which accounts are consuming more than their retainer?" returns six, and one instruction assigns scope reviews to the account leads.
Suppliers
External contributors are relationships with their engagements, costs, deliverables and outstanding balances, connected to the projects they support.
Why it matters here Agencies pass a meaningful share of delivery to freelancers and rarely attribute that cost back to the account that caused it.
In practice Freelance cost recorded against the project makes the true delivery cost of an account visible.
Control
One permission model and one audit trail, with account access set deliberately.
Why it matters here Agencies frequently hold competing clients, and access boundaries need to be enforced rather than assumed.
In practice Competing accounts can be restricted to their own teams, with every access recorded.
Command centre
One live view of what is moving, what is blocked, who owns it and what needs attention.
Why it matters here Weekly status meetings exist because no such view exists, and most of that meeting is establishing facts.
In practice Deliverables due, approvals stalled, accounts over retainer and capacity committed, in one picture.
Locations
Organisational units roll into the agency, with permissions and reporting following the same structure.
Why it matters here A multi-office or multi-discipline agency cannot compare utilisation or margin unless work is recorded identically.
In practice Utilisation and account margin by team, from the same records rather than from separate reports.
Work in motion
These already happen in your agency. In Verity each step is a state, so the ones that stall are visible before they cost margin.
Checking capacity before committing is the step most often skipped and most expensive to skip.
Revision rounds are counted against the contract rather than absorbed.
Over-servicing becomes either recoverable revenue or an explicit, visible choice.
The number that stops an agency overselling is the one it currently does not calculate.
A stalled client sign-off becomes visible with the work it is blocking, which changes the conversation.
Ageing begins when work completes rather than when someone remembers to invoice.
Verity AI
Verity AI reads the same account, project, capacity and billing records the agency works in. It answers from your own operation, respects account access boundaries, and can turn an answer into work assigned to the right lead.
Verity / Ask
Verity AI only returns what the person asking has permission to see.
Without chasing
These run from the agency’s own records at the point the condition occurs.
When
An account passes its retainer scope
When
A deliverable is submitted for client approval
When
Committed work exceeds available capacity
When
A revision round exceeds the agreed allowance
When
A project completes
When
An account balance passes its payment terms
What you can understand
Commercial and delivery performance from the same records, which is the point.
These come from the delivery records the agency creates as it works. Campaign performance stays in whatever platforms you use for it.
One system, different ways of seeing it
Everyone works from the same records, with account access set deliberately.
Founder
Which accounts are actually making money?
Consumption against retainer, delivery cost per account, utilisation, unbilled ageing, capacity committed.
Account lead
Is my account healthy?
Scope consumed, variations outstanding, approvals stalled, deliverables late, account balance.
Delivery lead
Can we actually do this?
Committed work by person and period, overcommitment, freelance requirements, deadlines at risk.
Creative or strategist
What do I owe and by when?
Assigned deliverables, review states, revision rounds, briefs and assets on the project.
Operations
What is stalled and what is unbilled?
Approvals past due, unbilled ageing, outstanding sign-offs, exceptions awaiting resolution.
Where it is used
Delivery effort recorded against the account that caused it, so retainer consumption and true account margin become numbers rather than impressions.
Out-of-scope work raised as a variation with an approval, so goodwill is either recovered or is an explicit decision.
Committed work aggregated by person and period, so new business is sold against availability that has actually been calculated.
Sign-offs as workflow steps with an age and the dependent work they block, so a stalled client becomes a visible, chaseable fact.
Rounds counted against the agreed allowance, which is where a large share of agency margin is currently consumed.
Statements of work, briefs and assets attached to the account and project with versions and permissions.
External delivery cost recorded against the project, so the true cost of servicing an account includes what was passed outside.
Completed work aged from the moment it finishes, so invoicing does not depend on someone remembering.
Plain-language questions across accounts, delivery, capacity and billing at once, with follow-ups assigned in the same step.
Getting there
The project tool, the client spreadsheet, the contracts drive and the accounting package are mapped during implementation. Accounts, active projects and open balances are brought across, and Verity is introduced as the operational layer over them while delivery continues.
Implementation runs about four weeks: discovery and mapping, configuration, migration, then an ongoing operations partnership.
Questions
No. Verity runs the agency’s own operation — accounts, retainers, projects, deliverables, capacity, approvals, documents and billing position. Campaign delivery and media platforms stay where they are.
Verity AI answers questions from your own account, project, capacity and billing records: which accounts are consuming more than their retainer covers, how committed the team is next month, which deliverables are stalled on client approval, how much completed work is unbilled. Each answer can become work assigned to the right lead.
It shows delivery effort recorded against each account alongside the retainer or project value and any freelance cost attributed to it. That makes consumption against scope visible, which is the part agencies usually cannot see.
Work outside the agreed scope is raised as a variation with an approval, so it is either agreed with the client and charged, or recorded as a deliberate decision to absorb it. Either way it stops being invisible.
Committed work is aggregated by person and period, so the team’s real availability is a number before new work is sold against it, rather than an overload discovered three weeks later.
Approvals are workflow steps with an owner and an age, and the work depending on them is flagged as blocked. A sign-off sitting with a client for eleven days is visible alongside the deadline it is endangering.
Verity has one permission model and one audit trail, and account access is set deliberately rather than by default, so competing accounts can be restricted to their own teams with every access recorded.
No. Verity holds the operational and commercial record — accounts, scope, delivery, unbilled ageing and collection follow-up — and is introduced alongside your accounting arrangements rather than in place of them.
About four weeks: discovery and mapping of how the agency actually delivers, configuration, migration of accounts and active projects, then an ongoing operations partnership.
Every agency has one. Tell us how you deliver today and we will show you what measuring it looks like in Verity.