Ask any creative agency leader what’s harder: delivering brilliant client work or keeping track of every pitch and contract in motion. Most would say both, especially when their “CRM” is a patchwork of spreadsheets and legacy project tools that can’t quite handle sales.
Creative teams are experts at managing campaigns and deadlines. But when it comes to winning new business, too many agencies rely on outdated methods. Following up on proposals through scattered email threads? Be prepared for missed opportunities.
This guide is for agencies that want to run sales as smoothly as they deliver creative work. We’ll dig into what actually makes a CRM useful for creative teams, highlight the features that help agencies win and retain clients, and break down the best CRM software for agencies in 2025.
Why creative agencies hesitate to embrace CRM software
Agencies are creative powerhouses, but when it comes to switching up internal systems, many tend to avoid shaking up their systems. Sticking to familiar spreadsheets, overflowing inboxes, and “that one Google Doc” often feels less risky than introducing a new CRM.
But in reality, clinging to old habits can slow growth just as much as any tool.
Change aversion runs deep. About 83% of agency leaders admit their teams resist adopting new CRM systems. It’s not that the tools are rocket science: people just get comfortable, and routines are hard to break, especially when everyone’s focused on billable work.
There’s also a so-called industry lag. While 91% of larger companies rely on CRM software, only about half of small businesses and agencies do. That means most creative teams are willingly sitting out on systems that help win and retain clients, just to avoid a learning curve.
Project management tools do their job, but they don’t show the whole picture. Referrals and relationships might drive business, but if you’re still chasing leads in an Excel file, it’s time to change.
Sticking with what feels easy holds agencies back. The creative shops that embrace new tools (yes, even CRMs) are usually the ones that win more business and spend less time untangling client chaos. Playing it safe isn’t always safe when growth is on the line.
Must-have customer relationship management software features for agencies
When it comes to agency life, client relationships and project details move fast… and rarely in a straight line. The right CRM should keep your team synced and your clients impressed.
Here’s what actually matters for creative agencies:
All-in-one client and company records
Agencies deal with whole teams on the client side: brand leads, marketing directors, finance, procurement – you name it. A CRM should give you a clear “who’s who” for each account, tracking every point of contact, preferred communication style, contract detail, and even past drama. When someone new joins or a client returns months later, everyone on your team can pick up right where things left off.
Project stage & pipeline tracking built for agencies
Forget the classic sales funnel. Creative agencies jump between intro calls, proposal revisions, creative briefs, approvals, and endless feedback loops. You need custom pipelines that reflect your actual process, not a rigid “lead-to-close” template. At a glance, your team should know which projects are on deck and where client decisions are slowing things down.
Unified notes and communication history
Agency inboxes fill up fast, and Slack and Teams messages vanish. The best CRMs store every meeting note and call summary in one place. This provides instant context before a client call, keeps new team members informed, and reduces “who said what?” confusion.
Integration with real agency tools
Your CRM shouldn’t live in isolation. It should connect with your project management and accounting stack – Monday, Trello, QuickBooks, you name it. This way, once a deal is signed, you can kick off a project board, assign the right creatives, and generate invoices: all under one roof.
Custom fields and tags for agency reality
No two agencies run the same. Some operate on retainers, others focus on one-off branding sprints. You need a CRM that flexes to track what matters: project type, vertical, creative scope, or contract terms. Tags make it easy to group similar clients or campaigns, and filters let you slice your database for targeted outreach or reporting.
Reporting that’s useful (not overwhelming)
You don’t need a shiny sales dashboard. But you do need to see how many new projects are in play, which services are bringing in revenue, and which team members are overloaded. Clear, simple reports make it easier to spot trends and adjust resources on the fly.
6 agency-friendly CRMs to explore in 2025
So which CRM platforms actually fit the creative agency workflow? With all those unique needs in mind, here are seven tools that don’t just check boxes – they make agency life smoother and easier to scale in 2025.
Capsule CRM
If you’re ready to trade spreadsheets and scattered notes for a smarter system, Capsule is the agency-friendly CRM that feels more like a partner than just another platform. Capsule was made for creative teams dealing with multiple clients, shifting priorities, and all those behind-the-scenes conversations that drive great work.
With Capsule, you can get up to speed quickly and easily, even if you’ve never used a CRM before.
Top features for agencies
- Not every agency needs a CRM with 1,000 bells and whistles. Capsule keeps things practical with easy multi-contact management, so you can track stakeholders in one place.
- Custom fields for agency-specific details. With Capsule, every bit of client info (e.g., budgets, contract terms, project type) is transparent and accessible across the whole company.
- Visual sales pipelines – this is where a true CRM stands out. Capsule lets you mirror your real agency workflow, not some generic sales funnel, giving everyone instant clarity on where projects stand and what’s coming up next.
- Why risk miscommunication? Capsule centralizes notes and tasks, so meeting recaps, client feedback, and key decisions are all stored in one space. This makes handovers painless and everyone’s prep work so much easier.
- Capsule can either replace your basic project management tool or work seamlessly alongside it, making high-level progress visible while still connecting all the right people, files, and milestones.
Pricing
Starts at $18/month per user. The Starter plan includes 30,000 contacts, one pipeline, tasks, calendar integration, and Cases, which are all essential for small to midsize agencies.
What agencies say about Capsule
Capsule CRM isn’t just another tool in the stack, but a solution creative agencies actually stick with and recommend. Here’s what real agency users are saying:
“A really simple lightweight CRM.”
“It is easy to set up and just does all the simple things well. It is particularly good at B2B CRMs… Support is responsive, and we work with agency clients building up unique pipelines that suit their business models and value chain. If you want a CRM you can rely on, which doesn't break the bank, then choose Capsule.”
“The ideal CRM partner!”
“We're a digital marketing agency, so we use the tool to:
A) Keep track of client communication—makes sure that everyone has visibility of any conversations that are taking place
B) Build out roadmaps and strategy within the Project boards. This allows us to be organised and have structure to our working week.
C) Off the back of these project boards, we're able to assign tasks—which is hugely beneficial to us.
D) We have visibility of everyone's tasks so we can manage team members’ time.”
“Capsule CRM works perfectly to handle leads, pipeline management, and sales process for my agency.”
“I was previously using HubSpot but it was too busy with too many features that I didn't use like support tickets and social media posting. I wanted a CRM that was laser-focused on CRM functionality, and Capsule CRM is perfect for me.”
“Budget friendly CRM that packs a punch!”
“After experimenting with several different trials of other CRMs, I find Capsule to have a great user interface and is easy to use. I like that it is more customizable and it integrates with helpful apps. Capsule is great for organization without being overwhelming. It was super easy to set up and now I find we use it daily. The customer support is friendly and fast. It is great for my small agency.”
Productive.io
Productive.io promises to be the all-in-one platform for agencies: CRM, project management, budgeting, and time tracking all bundled together. On paper, it sounds like you can replace half your tech stack. But before you ditch your current tools, it’s worth taking a closer look at what you’re really getting.
Top features for agencies
- Handoff from sales to project with automated team assignments
- Built-in time tracking and budgeting
- Client portal for sharing files and feedback
- Forecasting based on resource and pipeline data
Pricing
Starts at $11/month per user, but you’ll find key features (like automation and advanced reporting) locked behind higher-tier plans.
Considerations
- Productive’s all-in-one approach means a steep learning curve up front, so be ready for serious setup before you see any benefit.
- If you only need a CRM, you’re likely to pay for (and be distracted by) features your team won’t use.
- Agencies that thrive on simplicity or already have favorite project management tools may find Productive more complicated than helpful.
- Productive can quickly feel like too much: too many modules, too many options, and more onboarding than most agencies want.
Monday CRM
Monday CRM is marketed as the CRM you can shape to match your agency’s exact workflow. With its colorful boards, customizable views, and endless automations, it looks appealing, especially if you like a lot of control. But for creative agencies hoping for a CRM that “just works,” Monday might be more of a blank canvas than a finished solution.
Top features for agencies
- Customizable boards for every part of the sales or project cycle
- Automations to move deals along or trigger project creation
- Multiple views to set up for every preference
- Proofing tools for feedback, if you need another place for comments
Pricing
Monday CRM plans start at $12/month per seat (annual billing), but expect to pay more for the automations and integrations you’ll actually use.
Considerations
- Monday excels at project management, but for classic CRM features like communication tracking, you may need extra integrations.
- Be ready for a steeper learning curve and some trial and error; the flexibility is only as useful as the time you put into setup.
- Agencies that want a CRM to “just work” out of the box may find Monday more work than it’s worth.
Zoho CRM + Zoho Projects
Zoho promises a connected ecosystem (Zoho CRM + Zoho Projects) for agencies who want everything including sales, delivery and invoicing, under one digital roof. The modular approach indeed sounds flexible and budget-friendly. For creative agencies, especially those not already invested in Zoho’s suite, it’s not always a smooth ride, though.
Top features for agencies
- Multi-contact accounts to manage multiple client stakeholders
- Integration with Zoho Projects for tracking deliverables post-sale
- Quote and invoice generation directly from the CRM
- Task + workflow automation and recurring activity scheduling for retainer clients
Pricing
Zoho CRM pricing starts at $14/month per user. Zoho Projects adds $5/month per user. Both have free trials and bundles, but costs add up as you connect more modules.
Considerations
- Setting up Zoho to work “your way” takes real time and patience—automation and app connections aren’t plug-and-play.
- The interface is practical, but far from inspiring. For design-focused agencies, the dated look can be a daily annoyance.
- If you’re not planning to use several Zoho tools together, you may find more friction than value.
HoneyBook
HoneyBook covers the basics with a clear pipeline from first inquiry to project wrap-up. You get branded proposals and contracts, digital invoices, and even recurring payments, all without leaving the same platform.
Top features for agencies
- Move clients from inquiry to paid project without manual handoffs
- Send polished proposals, contracts, and invoices in minutes
- Accept payments online and automate reminders
- Collect intake forms and handle onboarding on autopilot
Pricing
Starts at $29/month for the Starter plan (billed annually). The Essentials plan at $39/month adds scheduling and automation.
Considerations
- If your agency handles complex, long-term projects or needs highly customizable sales stages, HoneyBook will feel limiting.
- Project management is basic, suitable for task tracking, not full-scale production schedules.
- Best for agencies that prioritize smooth onboarding and billing over deep customization or granular delivery tracking.
ManyRequests
If you run an agency built around productized services, ManyRequests is made with your workflow in mind. It combines a client-facing portal with the backend structure you need to intake, track, and deliver requests at scale.
Top features for agencies
- Branded client portals for easy request submission and project visibility
- Internal queues for managing team workload and delivery status
- Customizable request forms to fit the services you offer
- Usage tracking so you always know who’s using what (and when to check in)
Pricing
Starts at $49/month for solo users; teams pay $129/month for white-labeling and advanced features.
Considerations
- ManyRequests skips the traditional sales pipeline, so if your work starts with prospecting and proposal-based projects, it may not fit.
- The focus is on ongoing, repeat work. ManyRequests won’t be the best fit for one-off projects.
- The price point is higher than many basic CRMs, so it’s most cost-effective for agencies with steady, recurring revenue.
Choose the best CRM solution for your agency
If past CRMs felt awkward or left your team rolling their eyes, you’re not alone. Plenty of agencies hesitate, knowing how much time and energy goes into switching up internal systems.
You don’t need a complicated solution. What actually works is a CRM that flexes to fit your agency’s style: something you can start small with and make your own as you grow.
Capsule lets you do just that. It’s lightweight, adaptable, and made for creative teams who want more control. Try Capsule free, see how it fits with your agency’s flow, and enjoy smooth client management from now on.
