Every proposal. Every retainer. Every client. Always visible.
The CRM built for digital marketing agencies, performance agencies, and creative studios — the ones managing twelve active retainers, six proposals floating in inboxes, and a client renewal conversation that's been "on the agenda" for three weeks. Track every lead, every proposal, every retainer client, and every renewal in one pipeline. Stop letting revenue slip through the cracks between the pitch deck and the invoice.
SEO · Performance marketing · Social media · Web design · Content · Branding
Four months every agency founder has lived through. Every quarter.
You sent a proposal to a promising e-commerce brand on 3rd March. They said they'd get back by the 15th. You followed up once, then got busy with a client fire. On 28th April they signed with another agency. The deal was warm — you just weren't tracking it. There was no pipeline, no next-step task, no alert when it went cold.
Your second-largest client cancelled their retainer by email on a Friday afternoon. In the post-mortem you realised there had been three small complaints over six weeks — a missed deadline, a report delivered late, an unanswered question in a long thread. Each one alone meant nothing. Together they were a churn signal nobody caught because nobody was tracking client health.
You had eight retainer clients up for annual renewal in Q2. Three of them renewed, two churned, and three are still 'in discussion.' The two that churned both said they didn't feel prioritised. Your team was too busy servicing existing work to proactively sell the renewal — and there was nothing in the system to tell them it was due.
A client asked for 'just one small extra post' in January. Then a few tweaks to the website. Then a competitor analysis. By March you were doing 40% more work than the retainer covered and the client thought all of it was included. There was nothing in writing, nothing logged, nothing to point to when you raised a change request. The invoice dispute took three weeks to resolve.
From first call to signed proposal.
New business development at an agency is usually the founder's side project — squeezed between client calls, team reviews, and everything else. Which means proposals go out and nobody follows up. Leads go warm and then cold because the next step was never assigned to anyone. TatvaCRM makes new business a managed pipeline, not a memory exercise.
Every inbound lead, every outbound prospect, every referral, every conference connection — all in the same pipeline with a stage, an owner, and a next action. Move the lead forward or let the system tell you it's going cold.
- Agency-specific pipeline stages: Lead → Discovery call → Proposal sent → Negotiation → Signed. Customise to match your actual process.
- Proposal tracking — log when each proposal was sent, the deal value, the services included, and the expected close date. Never lose track of a live proposal.
- Stale deal alerts — any proposal that hasn't moved in 7 days surfaces as a prompt to follow up, before the prospect signs with someone else.
- Lead source tracking — know whether your best clients come from referrals, LinkedIn outreach, inbound content, or cold email, and where to put your energy.
The renewal you didn't start early enough is the one you lose.
For an agency, retainers are the business. New client wins make for good LinkedIn posts. But the twelve retainer clients who pay every month — quietly, predictably, without a pitch — that's what funds the team, the tools, and the growth. The risk isn't that you won't win new clients. It's that you'll lose the ones you have by being too busy with delivery to manage the relationship.
- Every retainer client as an account with renewal date, monthly value, service scope, assigned team lead, and full conversation history.
- Renewal pipeline — start the renewal conversation 60 days before expiry, not 10 days before. TatvaCRM creates the renewal task automatically.
- Client health signals — complaints logged, unanswered queries, missed deliverables, and periods of low contact all contribute to a health flag that surfaces before the client does.
- Upsell tracking — log every upsell conversation: which service was pitched, to which client, at what value, and what the outcome was.
Agency revenue is fragile. Retainer visibility is the fix.
An agency's revenue model looks stable on a spreadsheet and fragile in reality. One large retainer cancels and 30% of your revenue is gone by the end of the month. The difference between agencies that grow predictably and agencies that lurch from crisis to crisis isn't talent or pricing — it's whether they can see the signals before the cancellation email arrives.
The client relationship doesn't leave with them.
When your account manager resigns, their replacement needs to walk into the first client call knowing the full context — every conversation, every commitment, every complaint, every quirk about how the client likes to be managed. TatvaCRM makes that knowledge institutional, not personal.
You have the full record, not a WhatsApp scroll.
When a client says "this has been a problem for months," you have every interaction logged: what was promised, when, by whom, what the outcome was. You don't scramble through email threads. You open the account and read the timeline. Most disputes get resolved in minutes when both sides are looking at the same facts.
Every request logged at the time it was made.
Log every ad-hoc request as an activity the moment it comes in: what was asked, who asked it, whether it was agreed as in-scope or flagged as additional. Three months later when the invoice is disputed, you have a complete picture of what was delivered against what was agreed.
Pitch to the right client at the right time.
Tag every client by what services they currently use and what they don't. When you launch a new service or want to grow revenue from an existing account, filter by clients who don't already have that service and build a targeted upsell campaign — instead of guessing who might be interested.
Every call, every promise, every request. On record.
Agency client relationships live in three places: email, WhatsApp, and the weekly call. None of these are searchable, structured, or visible to the rest of the team. When a client says "we discussed this last month" and your account manager says "I don't recall that," both parties are guessing. TatvaCRM is the single log where everything goes — calls, emails, in-person meetings, voice notes, decisions, deliverables, and promises.
- Activity logging per client — note every call, meeting, or email exchange in 30 seconds. Searchable, sorted by date, visible to the whole account team.
- Scope change logging — any request outside the original brief gets logged separately as a scope item, with an in-scope or out-of-scope flag.
- Task creation from calls — every activity that ends with "I'll send that by Thursday" creates a task immediately, assigned to the right person with the right due date.
- Cross-team visibility — account manager, creative lead, and strategy team all see the same client history. Nobody asks the client to repeat themselves.
Client happy with SEO results. Requested 2 additional blog posts for May. Logged as out-of-scope.
2 additional blog posts requested. Retainer covers 4/month. Change request to be raised for approval.
Assigned to: Neha (AM) · Send change order for 2 additional posts at ₹8k each.
Monthly performance report delivered. 3 keywords moved to top 5. Client acknowledged receipt.
A spreadsheet tells you what you billed. A CRM tells you what's at risk.
Most agencies track retainer revenue in a Google Sheet and client relationships in their account manager's head. That works at four clients. At twelve, you lose visibility. At twenty, you lose clients. TatvaCRM gives you the same information your account managers carry around — organised, searchable, and visible to everyone who needs it.
(Google Sheets + Gmail)
The problem isn't that agencies don't know their clients. It's that the knowledge lives in too few heads, is too hard to search, and is completely invisible the moment a key person is on leave.
Real questions from agency founders evaluating us.
We already use a project management tool. Why do we also need a CRM?+
Your project management tool is for delivery — tasks, deadlines, team assignments, file sharing. Your CRM is for relationships — leads, proposals, client conversations, renewals, upsells. They solve different problems. Most agencies use both: a PM tool to manage what's being built, and a CRM to manage who they're building it for and what comes next commercially. The two tools don't overlap; they complete each other.
We're a 6-person agency. Isn't this overkill?+
Six people means four or five active retainers, plus a few proposals in flight, plus the occasional project client. That's already enough to lose track of without a system. The Free tier works comfortably for an agency at this stage. The point of starting now is that by the time you're at fifteen clients and ten people, the CRM habit is already built — instead of trying to implement it in the middle of a growth phase.
How do we handle clients who pay project-by-project rather than on retainer?+
Set up a separate pipeline for project clients. Each project becomes a deal that moves from briefing → proposal → signed → in delivery → invoiced → paid. You get the same pipeline visibility and follow-up tracking as retainer clients, just with a different set of stages and deal values. Many agencies use TatvaCRM for both retainer and project revenue in the same workspace.
Can we track multiple contacts at the same client organisation?+
Yes. Each client is a company account, and you can add as many contacts as needed — the marketing manager, the founder, the procurement head, the finance contact for invoicing. Activities and notes can be logged against the company account or specific contacts. When the marketing manager leaves and a new one joins, the full account history stays intact.
How do we handle referrals from existing clients?+
Log the referral as a new lead and tag the source as the referring client. TatvaCRM tracks lead sources, so at the end of the quarter you can see exactly how much new business came from which existing clients — and make sure those clients are the ones getting the most love.
Is there a way to see total monthly recurring revenue across all retainers?+
Yes. Every active retainer account has a monthly value attached to it. TatvaCRM aggregates this into a live MRR view so you can see your current recurring revenue, which retainers are due for renewal in the next 30/60/90 days, and what's at risk. It's the number most agency founders don't know off the top of their head — TatvaCRM makes it visible at all times.
Stop losing retainers you didn't know were at risk.
Free forever on the starter tier. 30 days of Professional on us. No credit card. Built for Indian digital agencies.
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