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Public relations agencies · CRM

Track every pitch from first meeting to signed retainer and renewal.

A CRM for a PR agency is one record of each prospect, proposal, client and renewal. GullySales sets it up around sector, decision makers and stage, so a pitch made in spring is still followed in the summer.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A communications team reviewing briefing material and media references

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for public relations agencies

Sales and marketing for public relations agencies, the overview.

Last updated 22 Oct 2026.

For public relations agencies

Where it usually goes wrong, and what we would do.

  • “Pitches pass through several readers”

    A founder shows the document to a marketing head, a finance head and an investor. Without a record of who has seen it, nobody knows whom to follow. Record each reader and the date the document reached them, and follow the one who has gone quiet.

  • “Referral sources need tending”

    Investors, lawyers and past clients send names. If nobody records who sent what, thanks are forgotten and the source fades. Log who introduced each prospect and when they were thanked, so referrers continue to send names.

  • “Renewals are sales”

    A retainer comes up for review and a client weighs it against another agency. A record of what was delivered and what was said makes the conversation easier. Keep a note of what was delivered during the retainer, so the review meeting starts from your record.

  • “Past clients move on”

    A communications head who leaves takes a relationship to a new company. A record that tracks people as well as firms lets you follow them. Record job moves among your contacts and follow them to the new company with a short note.

What we do

What we deliver for public relations agencies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Fields for agency sales

    Sector, announcement date, decision makers, service wanted and stage, kept in a simple tool.

    Result: Each record describes the real opportunity.

  2. Stages from first meeting to renewal

    Meeting, proposal, committee, signed, in delivery, review, renewal, each with an owner.

    Result: You can see where every client stands.

  3. Proposal tracking

    Who received the proposal, who has questions and when the next contact is due.

    Result: No proposal is left without a follow-up date.

  4. Referrer and alumni records

    Investors, lawyers, past clients and moved contacts with the last conversation noted.

    Result: You can see who deserves a call.

  5. Renewal prompts

    A reminder ahead of each retainer review so the conversation starts before the buyer begins to compare.

    Result: Renewals are raised by you, not by the client.

  6. Reminders for stalled proposals

    A prompt that raises any proposal with no contact for a period you choose, assigned to a named person.

    Result: Stalled proposals surface on their own.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

Fields worth keeping

The details of an agency pitch that are worth recording from first meeting to renewal.

Trigger event and its date
Filled by the principal after the first call: funding, launch, leadership change. It sets the time the proposal must be ready by, so the pitch is not late.
Buyer roles named
The founder, the marketing head and the finance head, each with a name. Filled as they appear in meetings, since a pitch passes through several readers.
Proposal sent and the version
The person sending fills it. It shows which scope and fee the prospect saw, and prevents two versions circulating.
Referrer or alumni link
An investor, a former client, or a person who moved to a new company. Alumni are a standing source of pitches, and the field tells you whom to keep in touch with.
Renewal prompt and decision-maker
The account lead fills it a stretch before the term ends, with the contact who signs. Renewals are sales, and this field makes them look like it.
Reason a pitch was lost
The principal fills it after a decline: fee, an incumbent, scope, sector fit. Over time it tells you which sector page needs work.

Who it is for

This is written for these public relations agencies.

  • Funded startups and scaleups, from seed to late stage
  • Hospitals, clinics and diagnostic chains
  • Real estate developers launching projects
  • D2C and consumer brands entering new cities
  • Professional firms such as law, accounting and consulting practices
  • Educational institutions and edtech firms
  • Listed and unlisted mid-sized corporates
  • Founders building a personal profile

Not for

It is not the right fit if.

  • You have a handful of live pitches a year, and a shared sheet holds them without effort.
  • The principal keeps relationships personally and will not share them with a system.
  • Client announcements would be typed into notes before release, and confidentiality has not been agreed.

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Do we need paid software?
Not always. A shared sheet works for a small agency. We suggest a tool by team size and use, naming only those in ordinary use in India.
What about client confidentiality?
Keep announcement details out of notes until the client releases them, limit who can open records and check data obligations with your own adviser. Limit the people who can open client records.
Who keeps it updated?
One named person per stage. We keep fields few so that updating takes moments, and set a rule for what must be entered before a proposal counts as sent.
Can we record what a client told us before they announce it?
Keep announcement details out of the shared notes until the client releases them, and limit who can open the account. A leak from an agency's own system would end the relationship. Record the date of the announcement, not the content, until the embargo lifts.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for public relations agencies

Everything else we would do for you.

Closest to this: leads and follow-up

Also for public relations agencies

Or start from the overview: sales and marketing for public relations agencies.

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