Agencies love to try new analytics and automation tools, but most still treat CRM as an afterthought. Instead, teams manage clients in spreadsheets, Slack, and whatever inbox is handy. This can work until someone forgets to follow up, or a client gets handed off so badly you have to fix it in real time.
Still, many agencies believe a CRM will just slow things down. The numbers say otherwise. Agencies that actually use a CRM report faster decision-making (58%) and more streamlined operations (54%).
The gap between “we’ll get to it later” and “we actually use a CRM” is the difference between another lost deal and a team that’s in sync.
Clients expect nothing less than personal attention and flawless handover at every stage. CRM often is what separates agencies that scale from those that stall.
We dug into the latest user feedback, real stats, and lessons from teams that have switched. What follows is a straight-up take on the CRMs agencies actually stick with – starting with the one that makes agency life easier instead of adding more work.
Best CRM for marketing agencies
Capsule CRM – The top pick for marketing agencies
Capsule is designed for agencies where speed and clarity decide who wins the client. You see the whole pipeline, every project, and every conversation.
If you want a CRM that fits how agencies really work, Capsule delivers from day one.
Capsule puts your creative, accounts, and new business teams on the same page. And while Capsule brings all the core CRM muscle, there are four features that genuinely solve the daily headaches agencies face.
Project workflows that don’t drop the ball
Managing client work shouldn’t feel like herding cats. Capsule lets you set up custom project stage: from the first brief through planning, delivery, and final review. Automations kick in at every key moment, so assigning an owner or flagging a task happens on time, not after the fact.
When the work moves forward, Capsule updates everyone. For agencies managing multiple campaigns or clients, this means better onboarding and tighter delivery.
Actionable reporting, built for agencies
You don’t just want pretty graphs; you need answers. Capsule tracks every type of client touchpoint and ties them to both people and projects. Instantly spot who’s delivering, where things are stuck, or which campaigns actually get results.
Export what you need for clients or board meetings. The reporting keeps teams accountable and lets you fine-tune your process. If you’ve ever sat in a Monday morning huddle wondering where last week’s time went, you’ll see the appeal right away.
A sales pipeline you can run your agency on
Capsule’s pipeline is a real-time map of what’s happening across all your new business, upsell, or retainer opportunities. Each deal gets its stage, owner, and value, laid out in a way your whole team can see.
Moving deals forward is as simple as dragging a card—no weird filters, no Excel exports. You always know what’s at risk, what needs a push, and what you’re about to close. For agency leaders, this means more accurate forecasting and less last-minute scrambling to hit targets.
A 360° client view – every detail, all together
Agencies rely on context: what’s been promised, what’s been sent, what’s still open. Capsule gives you a complete timeline for every client: emails, files, meeting notes, tasks, event invites, even who on your team is involved.
Need to prep for a status call? It’s all there. Picking up an account from a teammate? Nothing’s lost in translation. This isn’t just for account managers – creative, ops, and finance all get the same clear picture.
Who’s Capsule for?
- Small/medium agencies juggling many brands, accounts, and freelancers
- Teams with both remote and in-house members
- Agencies tired of bloated CRMs
As Adam H. puts it, Capsule isn’t just a CRM – it’s the tool that brings order to agency chaos.
His team relies on Capsule to map out client strategies, track every conversation, and assign work without second-guessing who owns what.
And that’s not the only glowing feedback. Jamie D. highlights how intuitive Capsule is, with easy setup, powerful filtering for custom lists, and regular updates that keep improving how agencies manage projects and reporting. He also calls out Capsule’s top-notch support and deep integration options – making it a CRM that keeps up as your agency grows.
If your agency is ready for less scrambling and more clarity, Capsule is built for you. Try it free and see how it fits into your daily flow.
Nimble
Nimble is aimed at digital marketing agencies and advertising agencies looking for CRM software that streamlines contact management and simple customer relationship management. It’s best for agencies with a heavy focus on networking, quick lead tracking, and client outreach – less so for those needing deep marketing automation or project management tools.
Read how Nimble compares to other CRMs for agencies.
Where Nimble works well for agencies:
- Automated contact enrichment. Pulls customer data from emails, social media, and web forms, so your marketing teams don’t have to chase down info.
- Unified inbox. Manage client interactions, email marketing, and follow-ups from one place.
- Quick setup. Fast to launch for agencies wanting to start managing customer relationships right away.
Pricing:
Pricing is simple – $24.90 per seat/month. No free CRM available. Learn more about Nimble’s pricing.
Real agency feedback:
“It’s good for lead tracking and simple email campaigns, but the workflow automation and reporting don’t go deep enough for larger client projects. Menus can be confusing. We needed more campaign management and better task management tools.” (Software Finder)
Considerations:
- Project management, campaign management, and advanced marketing features are missin – making it tough for agencies needing to create targeted campaigns or coordinate across teams.
- Limited reporting and customizable dashboards, so it’s harder to track the entire customer journey or analyze marketing processes in detail.
- Storage, customization, and team collaboration tools hit limits fast as your agency grows.
If you want a CRM system for digital marketing that covers the basics but doesn’t stretch to the full reality of agency life, Nimble may get you by for now. But if your agency needs deeper project management, campaign control, or true visibility across the entire customer journey, you’ll want to look elsewhere.
For a closer look at options built for how agencies really work, check out this guide to the best Nimble alternatives for agencies.
Copper
What happens when your entire agency lives in Google Workspace, but your sales and client communications are scattered? That’s where Copper steps in. It’s a sales CRM that syncs tightly with Gmail and Google Calendar, making it a natural choice for agencies that already work out of their inbox.
While it simplifies day-to-day lead management, anyone needing deep project management or advanced marketing features may find themselves outgrowing it fast.
See how Capsule CRM compares to Copper here.
Where Copper works well for agencies:
- Native Gmail and Google Workspace integration. Every email, meeting, and client update auto-syncs into your sales funnel—no more manual data entry. This makes managing communications and client relationships easier, and is a huge plus for agency operations already living in Google.
- Visual pipeline and lead management tools. Easily track every deal from first touch to close. Agencies get a clear view of business opportunities, customer satisfaction trends, and progress with existing clients.
- Automated data capture. Copper pulls contact info, notes, and attachments straight from your inbox, so sales and marketing efforts always have up-to-date customer data.
Features and pricing:
Pricing starts at $12/user/month. Free trial available. Get a detailed breakdown of Copper’s pricing here.
Real agency feedback:
“Easy for managing customer interactions and staying on top of follow-ups, but the more advanced features are pricey and customization is limited.” (Stackfix review)
Considerations:
- No built-in marketing automation for personalized marketing campaigns or automated email campaigns; agencies have to rely on outside tools.
- Reporting and dashboard customization are limited unless you upgrade to higher-tier plans.
- Project management and financial management aren’t native – so it's not a full solution for teams needing to link CRM and accounting software.
- Agencies looking for a fully integrated marketing platform or managing large-scale marketing materials will need more than Copper offers out of the box.
Copper stands out for agencies that rely on Google tools and value streamlined communication above all. The direct Gmail integration removes friction from daily tasks and keeps the sales pipeline crystal clear for account managers.
Still, once your campaigns get more sophisticated or you need features beyond contact management, Copper starts to feel restrictive. Agencies focused on growth and multi-channel campaigns often move on to more flexible platforms.
Explore the best Copper alternatives for agencies.
Nutshell
Nutshell pitches itself as the all-in-one CRM for agencies that want to get moving fast, without wrestling with endless setup or customization. It covers the basics – contacts, deals, and some light email marketing – in a single package. Still, when your agency needs to manage anything more complex than a straightforward campaign, the cracks start to show.
See how Capsule CRM compares to Nutshell here.
Where Nutshell works well for agencies:
- Centralized contact and deal management. Agencies can keep track of leads, sales deals, and client info without jumping between tools.
- Built-in email marketing and web forms. Send basic campaigns and collect leads directly—useful for straightforward marketing efforts.
- Easy to get started. Most teams can import contacts and start working in under a day.
Pricing:
Pricing starts at $19/user/month, but advanced marketing and engagement features require higher plans. Get a detailed breakdown of Nutshell’s pricing here.
Real agency feedback:
“I’ve been using it for about a year. The reports are a bit lacking but I'm hopeful they'll improve that.” (Reddit user)
Considerations:
- No advanced project management—tough for agencies running multi-step campaigns or projects.
- Reporting and dashboards are basic; not enough for agencies who need detailed analytics or custom views.
- Costs can climb fast if you need all the marketing and engagement features; integrations with some project management tools are limited.
For small agencies or teams dipping their toes into agency CRM for the first time, Nutshell can keep things organized and painless. But as soon as your clients or campaigns get more complicated, you may find yourself fighting the platform instead of focusing on your work.
Advanced reporting, automation, and project management are more afterthought than strength here. Most established agencies will want something built to handle more than the basics.
Explore the best Nutshell alternatives for agencies.
Zoho CRM
How much complexity can your agency handle before “all-in-one” becomes “all too much”? Zoho CRM aims to cover every base – leads, sales, marketing, client interactions, project management, and even financials – making it a magnet for agencies chasing growth or looking to centralize their tech stack.
So, what is the tradeoff? Getting the most out of Zoho means using a feature set that can overwhelm smaller teams or those after quick wins.
Read how Capsule CRM compares to Zoho CRM here.
See a head-to-head feature comparison here.
Where Zoho CRM works well for agencies:
- End-to-end sales process coverage. Manage leads, customer interactions, deal tracking, and workflow automation in one platform.
- Personalized marketing campaigns. Segment contacts, automate email campaigns, and create targeted campaigns that support client satisfaction and customer success.
- Strong integrations. Zoho connects with accounting software, project management tools, social media platforms, and a wide range of apps, supporting agency operations from marketing materials to financial management.
Features and pricing:
Pricing starts at $23/user/month for the Standard plan, with more advanced marketing features and dashboards on higher tiers. Full Zoho CRM pricing breakdown here.
Real agency feedback:
Some apps have slightly outdated UI/UX compared to newer SaaS platforms, and initial setup can feel a bit overwhelming due to the range of features. (Trustpilot)
Considerations:
- Zoho CRM can feel overwhelming for agencies that want a lighter CRM for digital campaigns or simple sales funnel management.
- Customizing Zoho to fit your agency operations and marketing platform can be time-consuming.
- Some reporting and financial management modules aren’t tightly integrated, so getting a full view of business opportunities can require extra setup.
- Customer service and support get mixed reviews, which is something to consider for agencies managing critical client relationships.
- Costs can climb as you need more marketing features or users.
For agencies ready to invest time in customization and process-building, Zoho can support nearly every step of the client journey under one roof. But all that flexibility comes at the cost of simplicity.
Many fast-moving teams find themselves slowed down by extra steps, steep learning curves, and the sense that the tool is doing more than they really need. Sometimes, “everything in one place” just makes it harder to find what actually matters.
Salesmate CRM
Salesmate CRM appeals to agencies that want to keep their sales process visible and straightforward. It works well for teams tracking new leads, handling routine follow-ups, and staying on top of client conversations. Many agencies pick it because it’s not overloaded with features they’ll never use. But when client projects or marketing campaigns get more complicated, Salesmate’s limitations in automation and project management become hard to ignore.
Where Salesmate CRM works well for agencies:
- Easy lead management and sales funnel tracking. Agencies can organize potential customers, manage leads, and monitor deal progress using simple visual pipelines.
- Workflow automation and tracking tools. Salesmate helps automate repetitive sales tasks, send automated email campaigns, and set up reminders – helpful for client follow-ups and staying on top of agency operations.
- Customizable dashboards and reports. Marketing teams can track key features, business opportunities, and campaign results with built-in analytics.
Features and pricing:
Pricing starts at $29/user/month for basic plans, but more advanced features and integrations require higher tiers.
Real agency feedback:
While Salesmate is great overall, the A2P verification process can take longer than expected, which delays texting features. Also, some of the third-party integrations feel a bit limited or clunky—there’s definitely room for improvement to make them more seamless and robust. (G2)
Considerations:
- Limited marketing automation and campaign management compared to larger CRM platforms; best for agencies who focus on sales CRM needs.
- No advanced project management or financial management features, so agencies may need additional tools to cover all operations.
- Some integrations and workflow automation features are only available on higher-priced plans.
Salesmate supports basic lead tracking and everyday sales tasks without extra complexity. However, its reporting, automation, and project management features lack the depth required for agencies managing multiple campaigns or larger client accounts.
Check out the best Salesmate alternatives for agencies.
Insightly
If your agency needs a CRM solution that combines lead management, project management, and workflow automation in one package, Insightly is worth a look. Designed for digital marketing agencies that want to track the entire customer journey – from first touch through project delivery – Insightly goes beyond what many sales CRMs offer. But as with any all-in-one tool, there are limits.
See how Insightly compares to other leading CRMs.
Where Insightly works well for agencies:
- Integrated sales and project management. Manage leads, track deals in your sales funnel, and hand off closed sales straight into project delivery without switching systems.
- Customizable workflow automation. Automate tasks, set reminders, and manage communications so your customer service teams stay on top of deadlines and client requests.
- Relationship and contact management. Map out complex client relationships, connect contacts to sales opportunities, projects, and marketing materials—useful for agency operations that thrive on context.
Features and pricing:
Pricing starts at $29/user/month. Some key features and customizations require higher-tier plans, but a free trial is available.
Real agency feedback:
There is a higher barrier of entry that, in my opinion, necessitates having a success rep help you. I am not sure if it is ideal to require your product to have a guide that I still use weekly 6+ months into working on the platform. (G2)
Considerations:
- Advanced marketing automation, campaign management, and analytics don’t match what larger marketing platforms deliver.
- Some agencies find dashboard performance slow and project management less robust for multi-phase, cross-team projects.
- Integrations for financial management and accounting software are basic – more specialized solutions may be needed as you scale.
Insightly works for agencies with straightforward processes and smaller teams. But agencies that rely on granular campaign tracking, custom analytics, or integrated marketing automation will run up against its limitations quickly. Most fast-growing teams move on to more comprehensive platforms as their operations expand.
Explore alternatives to Insightly for agencies here.
Pipedrive
Pipedrive is built for agencies where tracking sales is the main priority. The visual pipeline makes it easy for account managers to move deals forward, assign owners, and quickly spot which prospects need attention.
Many agencies start with Pipedrive because the setup is quick, and the interface never buries you in extra tabs or features you’ll never touch. However, it's not without its drawbacks.
See how Pipedrive compares to other top CRMs for agencies.
Where Pipedrive works well for agencies:
- Visual pipeline management. Pipedrive’s drag-and-drop pipeline makes it easy to manage leads, track deals, and see exactly where every client is in your sales funnel.
- Automation and integrations. Agencies can automate routine tasks, launch basic personalized marketing campaigns, and connect Pipedrive to marketing platforms, accounting software, and project management tools.
- Quick onboarding. Sales and marketing teams can get started with minimal training, making it ideal for fast-paced agency operations.
Features and pricing:
Pricing starts at $21.90/user/month, with a free trial available. Advanced analytics, campaign management, and customization require higher-tier plans. Get a full breakdown of Pipedrive’s pricing here.
Real agency feedback:
Pipedrive is a bare-bones CRM that is trying (and failing) to be more fully featured. Every "feature" within Pipedrive beyond the basic Deal-Pipeline flow is about 50% put together and functions like a proof-of-concept copy of someone else's tool. (G2)
Considerations:
- No native project management – complex campaign or client delivery will require additional project management tools.
- Limited marketing automation and personalized marketing campaign features compared to full-scale marketing platforms.
- Financial management and accounting integrations often depend on third-party connectors.
Where Pipedrive starts to struggle is after the deal closes. Agencies needing integrated campaign planning, marketing handover, or shared views between sales and delivery teams often find themselves stitching together outside tools or managing work in spreadsheets.
For agencies that care most about the front half of the client lifecycle, Pipedrive works quite well. Anyone trying to bring sales, marketing, and delivery under one roof will run out of runway.
See the best Pipedrive alternatives for agencies.
What agencies actually need from CRM software (and what to avoid)
What to look for:
- Fields and tags you can actually control. Every agency has its own way of sorting clients, labeling campaigns, or flagging last-minute deliverables. If you can’t customize fields and tags in seconds, you’ll end up back in spreadsheets by next quarter.
- Onboarding that’s quick, not cryptic. Agencies run on deadlines and shifting teams. When a freelancer joins or a new account manager steps in, you shouldn’t spend two days explaining how to use the CRM or digging through settings just to give them access.
- Reporting that makes sense to humans. You need to show results for five brands by Friday, not decipher another generic dashboard. Your CRM should break down campaigns, deals, and team activity per account, without extra clicks or exports.
- Plug-and-play integrations. Agencies use a patchwork of tools – email, proposals, accounting, project trackers. If your CRM doesn’t connect with the stack you actually use, it’s going to slow you down instead of speeding things up.
- Free version and free trial to test for real. Don’t just trust the feature list—try it yourself, risk-free. Capsule gives agencies a genuinely free CRM for basic use, plus a free trial on all paid plans, so you can see what fits before spending a cent.
What to avoid:
- CRMs so complex you need an internal training manual just to add a client.
- Setups that require a consultant to “customize” basic agency workflows.
- Support that disappears as soon as your trial ends.
Capsule ticks all the boxes above – so you can spend less time fixing process, and more time actually growing client business.
Over to you
The best agencies don’t waste time wrestling with clunky software or chasing lost emails – they give their sales teams the right CRM software and get back to the business of winning clients. If your idea of efficient communication is endless reply-all threads, it’s time for a rethink. In agency life, tools that save time and keep you in control are just how you win more work.
Capsule is the all-arounder agencies rely on when they want a CRM that just works, every day, for every client. If you’ve got ultra-specific needs, check out the niche picks above – but for most agencies, Capsule covers it all. Try it for free today!
