Moore Kingston Smith's reports are always worth a read. Their latest, entitled 'Media agencies: cash flow and funding – ensure yours is fit for the longer term' is right on the money.
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Things are likely to be fluid and evolve so it’s important to revisit forecasts and keep them up to date and incorporate “actual” results as you move forward. Obviously this applies to your 13-week rolling cash flow forecast as well as your longer-term forecasts and scenario plans. They must be monitored to ensure they remain fit for purpose and your assumptions remain valid. As new clients and projects are won and your pipeline becomes clearer, you should revisit your long-range forecasts and bring them up to date with your latest intelligence.
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