Agency CRM that shows every deal and every payment

Why a regular sales CRM isn't enough for an agency

A regular CRM isn't enough because an agency's main risk isn't the pipeline. It's the money after the contract is signed: recurring payments, payment processor fees, currencies, several legal entities and contractors. Pipedrive, HubSpot or Kommo handle deals well, but they don't answer "how much money hits the account next Wednesday, and will it cover payroll?"

A typical picture at an agency of 10–30 people:

• deals live in one CRM, tasks in ClickUp or Notion, money in the finance lead's Google Sheet;
• clients pay via Stripe, by transfer to Wise, to a sole proprietor account or in crypto, and reconciliation takes days;
• someone forgot to send a recurring invoice, and nobody noticed for a month;
• a Stripe payout landed in Wise minus fees, and it's unclear which clients it covers;
• taxes and fixed payments across legal entities are tracked "in someone's head";
• nobody knows which specialist pays for themselves and which one runs at a loss.

How 95sales CRM covers agency work

Deals: a pipeline from inquiry to contract

In the agency setup, the leads section is called Deals. It's a drag-and-drop kanban with stages, lost reasons from a list, one activity feed per deal, bulk actions and quick tasks. Agencies get their own first-call questionnaire instead of the default one. More in sales pipeline and kanban.

Inquiries arrive on their own: website forms (Contact Form 7, Elementor, WPForms, Tilda and others), Google Ads lead forms, quizzes, and Meta leads via Zapier or Make. Duplicates are matched by phone number, and the 95sales tracking code remembers which ad brought the visitor, so you can see which channel brought each client. More in lead capture from websites and ads. You can load your old database into an archive: it doesn't clutter the pipeline, but if a past contact reaches out again, their record comes back into work.

If you sell by phone through Binotel or Ringostat (Ukrainian telephony providers; other systems connect via a generic webhook), AI call analysis scores every conversation: probability of closing 0–100, a manager score of 1–5, next step and weak script stages. Names, phone numbers and company names are stripped out before scoring.

Client invoices and receivables

In the agency setup, the charges section is called Invoices. Monthly retainers, one-off projects, discounts, payments, overdue and upcoming payments: receivables are visible by due date and by client. More in payments and receivables.

Stripe and Wise without manual reconciliation

Stripe and Wise transactions sync into the CRM automatically every hour. Accounts outside Stripe and Wise, such as a sole proprietor's bank account or cash, are tracked manually in the same system. Then you work with the transactions:

1. Bulk matching. Dozens of incoming payments are assigned to clients in one pass.
2. Payer rules. If a client always pays from the same account, the CRM remembers it.
3. Split payments. One payment covering several clients is split between them.
4. Payout reconciliation. Each Stripe payout is matched with the deposit in Wise.
5. Exchange rates. National Bank of Ukraine (NBU) exchange rates load automatically, so amounts in different currencies are converted to one.

Billing and cash flow forecast

Billing handles Stripe subscriptions and manual payment profiles for clients who pay another way. The expected cash calendar shows incoming money 30–60 days ahead, and the forecast follows the chain "charge → fee → deposit in Wise." A morning digest and reminders show who to invoice today and who is overdue. You can copy a ready-made reminder text and send it to the client by email or messenger yourself.

Fixed costs, taxes and agency P&L

For agencies, payroll and fixed costs are tracked by month: team payouts, software subscriptions, and taxes per legal entity, including sole proprietors (Ukrainian FOP, Polish JDG), Upwork and crypto. The director's dashboard shows revenue, costs, profit and margin, taxes, subscriptions, payroll and monthly results, plus the month forecast and break-even point. More in finance and P&L.

If the owner runs several companies on 95sales CRM, the Holding section combines their monthly totals into one summary and a PDF report, with no access to each company's client records.

Team: what each person costs and brings in

An agency employee's profile shows what they cost and how much revenue they bring in. That's a direct answer to whether an account manager or ads specialist pays for themselves, and where workload needs a second look. Activity tracking shows time worked in the CRM (only an open tab with input counts), with a heatmap and an activity feed. Employees explicitly accept the monitoring policy.

Tasks and planner

Tasks for deals and clients go into the planner: a week view by department, due dates, priority, links to a deal or employee, and a counter in the menu. Internal chats (group and direct), urgent alerts with read receipts and push notifications on the phone keep everyone in sync.

Running an agency in spreadsheets vs. in a CRM

Example: an agency on monthly retainers

Say an agency has 18 clients on monthly retainers, two legal entities and a team of 14.

1. A new website inquiry lands in Deals with the source "Google · ads." The manager runs a discovery call, fills in the questionnaire and moves the card through the stages.
2. Once the contract is signed, the client gets a payment profile: a Stripe subscription or a manual invoice paid to Wise.
3. Every morning the owner sees the digest: three clients are due to be charged today, one invoice is 5 days overdue. The reminder text is copied and sent to the client.
4. Stripe pays out to Wise. The CRM matches the payout with the deposit and shows the fee.
5. A client paid for work for two of their companies in one transfer, so the payment is split between two records.
6. At month end, P&L shows profit after taxes per entity and subscriptions, and the team screen shows one specialist bringing in less than they cost. The workload decision is made on numbers.

Security and access

Each employee sees only what their role allows: sales doesn't see salaries, and the bookkeeper doesn't see deal conversations unless they need to. Permissions are checked on the server. There's 2FA (required by role), a session list, auto-lock, a watermark, copy and print blocking, and a trash bin. Call transcripts are encrypted with AES-256 using a per-client key. More in data security.

Every action, including exports, is written to the log, so you can see who exported the client list and when.