Client Acquisition

For a marketing agency, the ideal solution is a CRM system equipped with workflow and sales management functionalities. In this form, a CRM system for marketing agencies can be used not only to manage current projects, clients, and vendors but also sales prospects and plans.

Acquiring New Clients and Projects

Depending on whether the agency conducts telemarketing or not, predefined call scripts or surveys may prove helpful in customer service operations. These tools enable call center employees to professionally present an offer to a potential client. Using the same functionality, an account manager answering a call from a potential client can discuss a new project—i.e., a sales opportunity—and immediately enter all relevant information into the marketing CRM system. Conversation scripts can also assist them in gathering necessary information and compiling a complete data set to create a project.

Effective Project Management

CRM modules for advertising agencies that support project management are primarily intended for account directors, managers, and client advisors. The module allows tasks to be managed over the network from a single location, enabling task assignment, supervision, and modification—even within a geographically dispersed organization. The Projects module allows for defining the responsibilities of project team members, tracking progress in a dedicated panel, and setting time limits. Each project can be divided into stages, and documentation can be attached to each step to maintain full visibility of the project scope. User permission sets define who can access and use the module, and in what way. Users with the highest level of permissions have unrestricted access to project management, while lower-tier employees may have certain functions blocked, or no access to specific features or records at all.

Managing Internal and External Documents

Document management in the company is made possible by modules such as Workflow, Archive, and Report Builder. Thanks to the built-in document generator, a marketing agency can quickly prepare an offer or send a price list using ready-made templates. Easy-to-use filtering, sorting, and built-in charts help visualize data about clients and company performance. Analysts can rely on CRM marketing reports in their work, which can be exported into spreadsheets, while Account Executives can archive complete documentation related to their team's client interactions.

Managing Existing Clients and Brands

A CRM system for marketing agencies allows tracking and managing all client interactions through a browser. The customer relationship management solution can also be fully integrated with external systems, enabling all applications to operate on a single database. This makes it possible, for example, to track brand-related information and annual spending, broken down by brand and individual Brand Managers. Responsible staff can manage new buyers and set customer retention rates. Using reports, it’s easy to perform profit and loss analysis and calculate projected sales, which can then be compared to earlier forecasts. Managers can also register briefs for each client and link them to the relevant project.