Finding The Right Client Relationship Tool For Your Agency
When it comes to CRM, we can talk for days. Small or big, enterprise-scale or local - we've seen its successful implementation and operational delivery in past and even current lifetimes. That said, CRM within the agency context is a different subject.
We decided to turn to Steve Holm, CEO of Copper CRM, but above all else, a CRM enthusiast as passionate as ourselves in the domain. We hosted Steve back in December at our Agency Growth Summit 2024 to borrow his brain insights for agencies on their journey for selecting, implementing -and, in many cases- re-implementing it.
An agency is only as strong as its relationships are
In an industry where innovation and creativity are the currency, agencies aren't just selling a service but building partnerships rooted in trust. Fostering that trust requires being responsive, timely, and reliable. Many agencies resort to patching together multiple platforms, leading to inefficiency and lost time. According to Steve, Copper is one of the better ones in the market, and it aims to be an end-to-end client relationship platform that supports dynamic engagement.
“The right client relationship tool will help improve not just how you interact with your clients, but also how your team collaborates, delivers on projects, and drives more success for your agency.”
So, it goes without saying that the tools that serve agencies should be as fluid and adaptable as the industry itself, right? Well, it should. What Steve and his teams at Copper learned from agencies: "We've spoken with many agencies, and one thing is clear: the tools on the market today are falling short. Software companies initially designed CRM and other client relationship tools with a one-size-fits-all mentality. They built CRM software to fit their need for a platform that tracked transactional sales across a predictable, linear sales cycle and focused only on the initial sale. What comes after that first transaction has always played second fiddle."
This technology is great for SaaS companies with linear sales pipelines but not so great for the intricate web of agency-client interactions. Over 35 years after CRM first came on the market, things still haven't changed that much.
This misalignment is glaring. Agencies, which thrive on deep, long-term client relationships by nature, find themselves wedged into quote-to-sales-oriented rigid systems that aren't built for their non-linear, relationship-heavy client journey. The client journey for an agency typically spans from a potential customer's initial interest all the way to nurturing your relationships with a loyal, long-term customer — and looks anything but linear.
Six steps for choosing the right client relationship system
Many SaaS tools currently on the market claim to offer a client relationship platform for agencies, but do they actually accommodate the non-transactional nature of agency relationships? Ultimately, deciding which tool is the best for your team falls to you. It's essential to put in the time upfront to do your research and thoroughly evaluate a new tool before signing on the dotted line.
“If you’re in the market for a new tool, Copper might just be the client relationship platform your agency needs. We’ve designed our system specifically for relationship-centric businesses, and we’re actively building out new features in close consultation with our agency customers to solve the specific pain points of your industry.”
A new client relationship system will be the anchor of all of your business development and client outreach, which means it's a critical investment in your agency's future. The right tool will help improve not just how you interact with your clients but also how your team collaborates, delivers on projects, and drives more success for your agency. Follow these six steps to guide you in the evaluation process and download your complimentary copy of the Agency Growth Book to access the full article:
1. Align with your goals
Begin by setting SMART business goals that are specific, measurable, assignable, realistic and time-related. Then, map your larger business objectives to your desired outcomes for new technology usage. This will help you define what success looks like for your agency.
2. Define your budget
The cost of CRM platforms and other client relationship tools can vary widely, but don't let price tags intimidate you. Small to mid-size agencies can find feature-rich platforms without breaking the bank.
3. Check its tech integrations
Your new platform should play nicely with the tools you already use. Think about the apps you use daily and make an integration wishlist — tools like Google Workspace, Slack, Mailchimp, DocuSign, Dropbox and RingCentral. The more tools integrate natively with your new platform; the easier it will be to get your team on board and using the system daily. If your team can't sync their go-to apps with the platform, it's an immediate non-starter.
4. Gather social proof
Chances are you see certain software names everywhere you look — thanks to big marketing budgets. But brand recognition shouldn't dictate your choice. Instead, look for word-of-mouth recommendations. Lean on your network; ask colleagues and mentors what platform they use. Post a question to your LinkedIn community or ask at your networking group. Real-world feedback is invaluable.
5. Take it for a spin
Always test drive before you buy. Most platforms offer a free trial to get a feel for how it looks and feels and whether the features work for you. The best client relationship tools mould to your agency's needs without requiring a degree in software engineering. You should be able to get into the product and navigate your way on your own without help from a support rep.
6. Explore the implementation journey
A client relationship tool should be up and running quickly — ideally, in a matter of days. Certain aspects of onboarding may take a little more time, like setting up automations or completing a complex data import. Still, the system should already be up and running smoothly in other areas. If your sales rep expects deployment time to take more than a few weeks, this could signal a poor fit.
Take ownership of your agency's success
Regardless of where you're at in your agency's journey, adding a client relationship tool that enhances and streamlines your existing processes can help prepare you for growth. Download your complimentary copy of The Agency Growth Book 2024 to read more on Steve's take on the agency CRM selection.
