Marketing agency software: what a small agency needs, by job
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Marketing agency software is the set of tools an agency uses to win work, deliver it, bill for it and report on it. A small agency needs something for each of those four jobs, and one tool can cover more than one. Add them in the order your gaps cost you time, and start with fewer tools than you think you need.
What software does a marketing agency need?
A marketing agency needs software for four jobs: winning work, delivering it, billing for it and reporting on it. Before you buy, ask what each tool covers, since a tool you already pay for may handle a second job.
| The job | The kind of software | Questions to ask before you add it |
|---|---|---|
| Winning work | A CRM, for leads, deals and follow-ups | Where do leads get lost today? Who follows up, and how do they know it's time? |
| Delivering it | A project tool, for tasks, due dates and client review | Can you see every client's open work on one screen? Can clients review work inside it? |
| Billing for it | Invoicing and bookkeeping software, plus a time tracker if hours matter to your fees | Do retainers bill themselves each month? Can you see who's paying late? |
| Reporting on it | A reporting tool that pulls each client's results into one view | Which numbers does each client care about? How long does each report take you now? |
CRMs range from simple sales trackers to full agency systems, and the right kind depends on where your leads slip. For the kinds of CRM side by side, see the kinds of agency CRM compared.
Project tools and all-in-one agency systems overlap a lot, because some all-in-one systems run your projects too. For choosing project software, see how to choose agency project management software.
Software only helps once you know which work you're keeping and which work goes to someone else. The free Task Delegation Template is built for handing off tasks, and its video shows you how to fill it in. You get it by entering your email.
What tools do marketing agencies use?
Marketing agencies use tools for selling, running projects, billing, reporting, email and talking with clients and the team. Common places to look include:
- A CRM for leads and deals.
- A project tool for tasks and client review.
- Invoicing and bookkeeping software.
- A time tracker.
- An email tool for your list.
- A chat tool for the team.
- A shared drive for files.
- A reporting tool for client results.
You won't need all of these on day one. In DeskTeam360's founder's view, an agency adds software once its leads, revenue and some help are steady, and a new tool earns its spot by giving back time on jobs that come around again and again.
So pick the job that eats the most of your week, and add the tool for that job first. Wait until it's in daily use before you add the next one.
A time tracker is worth a look if you sell retainers, since it shows whether each fee still covers the hours. For tracking hours, see agency time tracking.
Each new tool also brings setup tasks of its own. The Task Delegation Template is free, it fits owners even before they've hired help, and it arrives once you enter your email.
More on Agency software and tools
- Agency project management software: how to choose it
- How to set up a project management tool for a marketing agency
- Agency client portals: what they do and when you need one
- All guides
Sources
- DeskTeam360's founder, Jeremy Kenerson, on running an agency, from his own notes (not published)
- DeskTeam360's founder, Jeremy Kenerson, on what the template is for, in his own words (not published)
- DeskTeam360, Ultimate Task Delegation Template page, start.deskteam360.com/ultimate-task-delegation-template
What changed
- : first version.