Скачать или смотреть Annual Account Planning + New Biz Bets: Your 2026 Blueprint

In this episode of Creative Outcomes, Craig Baldwin, Partner at Upsourced, breaks down the foundational revenue planning framework agency owners need heading into 2026.

If your agency is coming off a strong year and wants steady growth - or if 2025 was challenging and you’re determined to rebound - this episode gives you a clear, realistic way to plan for revenue retention, expansion, and new business.

Craig walks through:
Why annual account planning is the fastest path to revenue clarity
The difference between a budget (static) and a forecast (dynamic)
How to avoid the #1 planning mistake: being overly optimistic
Why “outcome lags effort by ~3 months” (and why Q1 matters so much)
How to think about new business as a portfolio of bets
A major warning sign: when more than 20% of your 2026 goal depends on new sales
Why pipeline hygiene is non-negotiable
The 10% ceiling for sales + marketing spend (and what it means for profit)
The truth about hiring salespeople: cost, ego, and patience

What Craig expects in 2026: a tougher cycle, new opportunity, and the importance of trust

If you’re building your 2026 plan right now, this is your starting point.

Resources:
Annual Account Planning (Upsourced resource): https://blog.upsourcedaccounting.com/...
Waterfall of Differentiation (David Baker & Blair Enns / 2Bobs)

📩 Want to talk revenue? Reach Craig at: [email protected]

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