By the numbers

Agency coaching, by the published numbers.

Last updated November 2026

Is coaching worth it for an agency owner, according to the research?

Published surveys report strong returns from coaching, though results vary widely and come from self-reported data.

This page, compiled by Tim Kilroy, collects published statistics on coaching ROI, sales coaching and the digital agency market, each with its source. None of these numbers are Tim Kilroy's own results; they describe the coaching category and the agency industry.

Part of the agency coaching guide from Tim Kilroy.

Agency market

How big and how small is the digital agency industry?

Digital agencies in North America in 2026, up from 50k in 2024 checks (Promethean Research): 71k+
Of the 71k agencies evaluated had fewer than 50 full-time employees (Promethean Research): 87%
Software, cloud and media spend agencies influence (Promethean Research): $850B+
Average after-tax net margin for a digital agency in 2025, down from a long-run ~15% (Haus Advisors): 13%

Promethean Research also reports that the North American agency count has grown at a 12% compound annual growth rate since 2018. Sources: Promethean Research, Digital Agency Industry Report and Haus Advisors, Marketing Agency Industry Statistics: 2026 Benchmarks.

Growth engines

Most agencies say their growth engine is not strong enough

93% of marketing services and professional services firms say their growth engine isn't strong enough, according to the RSW/US 2025 Agency Survey (September 2025), as cited by Haus Advisors.

That is the gap Tim Kilroy's DemandOS and SalesOS work addresses: growth that depends on the founder and on referrals.

Coaching ROI

What coaching clients report about return

87% of survey respondents in a 2019 coaching study agreed executive coaching has a high ROI.
More than 25% of coaching clients experience an ROI between 10 and 49 times the cost of coaching.
Clients consistently report coaching ROI in the range of 340% to 700%.
The global coaching industry generated approximately $5.34 billion in 2025, with over 122,975 coaches worldwide, a 17% increase since 2023.

Source: Kinkajou Consulting, The top coaching statistics 2026.

Sales coaching

Does sales coaching improve results?

Published sales coaching research points the same way:

Salespeople achieve an average of 19% more sales towards their goal when they have a “highly effective coach,” per Corporate Executive Board research.
96% of sales leaders said coaching influenced team quota attainment; 42% said the impact was significant.
94% of sales representatives said coaching improved their performance.
82% said coaching was critical to their success.

Source: Federico Presicci, 49 Revealing Sales Coaching Statistics for 2026.

A note on reading these: most coaching ROI figures are self-reported by people who chose to be coached. They show what clients believe, not a controlled result. Use them to understand the category, then judge any coach by how well they diagnose your specific agency.

Questions

Questions about coaching results

Is agency coaching worth the money?: It depends on whether the coach fixes your real bottleneck. Kinkajou Consulting reports that 87% of respondents in a 2019 coaching study agreed executive coaching has a high ROI, and that more than 25% of coaching clients see an ROI between 10 and 49 times the cost. Those are industry figures, not Tim Kilroy results.
What is the average cost of an executive coach?: There is no single average; executive coaching fees vary widely by coach, format and length of engagement, and published figures differ by source. For comparison, Tim Kilroy's group agency coaching is $399 a month and the version with monthly one-on-one time is $999 a month. Ask any coach for written pricing before you commit.
What type of coach makes the most money?: There is no reliable single answer; earnings vary by niche, client type and business model. Kinkajou Consulting reports the global coaching industry generated about $5.34 billion in 2025 across more than 122,975 coaches. Coaches who serve businesses with clear revenue outcomes can usually tie fees to measurable results.
What are the signs it is time to hire an agency coach?: Common signs include lead generation that swings between feast and famine, revenue that stalls even as you work harder, juggling sales, delivery and hiring at once, cash flow that feels like a rollercoaster, and sounding like every other agency so deals come down to price. Each is usually a symptom of a deeper problem.
Who does Tim Kilroy work with?: Tim Kilroy works with agency owners at two levels. Agency Studio serves founders under $50K a month. SalesOS and DemandOS serve established marketing, creative, development, PR and content agencies between $1M and $20M a year whose growth still depends on the owner posting, pitching and chasing every lead.
Where can I read more of Tim Kilroy's thinking?: timkilroy.com publishes a blog and long-form playbooks on agency sales, discovery calls, positioning, cash flow, content marketing, account growth and follow-up, plus an Agency Research Hub that pairs industry reports with recommendations. All are free to read.

Read all agency coaching questions and answers