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Audit firms · CRM

Keep every enquiry, proposal and appointment date in one record the partners can read.

A CRM for an audit firm is the record of every enquiry, proposal, decision maker and appointment date, kept where partners and staff can both see it. GullySales sets up a record that fits how audits are won, and not a sales tool built for shops.

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

Realistic editorial illustration of chartered accountants and accounting firms at work in India

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 audit firms

Sales and marketing for audit firms, the overview.

Last updated 18 Oct 2026.

For audit firms

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

  • “The appointment date is the date that matters”

    An audit is decided at a board meeting or annual general meeting. A proposal with no recorded decision date is a proposal nobody follows up at the right moment. The date belongs in the record, beside the name.

  • “The person who asked is not the person who decides”

    The finance manager requests the proposal and the promoter or committee appoints. Without a field for the decider, the firm keeps writing to the wrong person and wonders why the answer is silence.

  • “Client records and prospect records get mixed up”

    Existing audit clients, who must be handled for renewal, sit in a different drawer from prospects. A single record that separates the two shows who is up for reappointment and who is still to be won.

  • “Confidential material does not belong in a sales sheet”

    A CRM that holds client financials is a risk. Keep only contact, audit type, proposal and dates in it. Working papers and figures stay where your firm already keeps them under its own controls.

What we do

What we deliver for audit firms.

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

  1. Proposal and enquiry register

    A record of each enquiry and proposal with audit type, source, decision maker and expected appointment date.

    Result: You can list the proposals that still have a decision ahead.

  2. Client renewal view

    A view of current audit clients with their next reappointment date and the partner in charge.

    Result: No reappointment arrives as a surprise.

  3. Referrer record

    A list of bankers, secretaries and fellow CAs with the work each has sent and the date of the last contact.

    Result: You see which referrers have gone quiet.

  4. Stage definitions for audit work

    A short list of stages, from first enquiry to appointment letter, agreed with your partners so everyone uses them the same way.

    Result: Each record shows an agreed stage.

  5. Training note for staff

    A one-page guide for the front desk and staff on what to record and, just as important, what to leave out.

    Result: Staff enter the same details the same way.

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

Who it is for

This is written for these audit firms.

  • Statutory audit practices for private and public limited companies
  • Tax audit practices for proprietorships, partnerships and professionals
  • Internal audit firms working for mid-sized and listed companies
  • Stock and concurrent audit firms empanelled with banks and NBFCs
  • Forensic and investigation audit specialists
  • GST audit and reconciliation practices
  • Trust, society and NGO audit specialists
  • Systems and information technology audit practices

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 record how a deal actually moves from enquiry to close in your business today.

  2. 2

    Configure stages and fields

    The CRM's pipeline and fields are built to match that process exactly, not a generic template.

  3. 3

    Set up automations

    Reminders, assignment rules and follow-up triggers are configured so routine steps happen without manual effort.

  4. 4

    Test with real deals

    We run the configuration against actual current deals to catch gaps before the whole team relies on it.

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 new software?
Not necessarily. A well-kept shared sheet or a simple CRM tool in ordinary use in India does the job. We choose with your team based on how many people will use it, then set it up and write the entry rules.
Is it safe to keep client details in a CRM?
Keep only what you need to follow up: contact, audit type, proposal and dates. Leave financial information out and follow your firm's own confidentiality controls. Check with your partners and your council's guidance on data handling.
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 audit firms

Everything else we would do for you.

Closest to this: leads and follow-up

Also for audit firms

Or start from the overview: sales and marketing for audit firms.

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