The Working File 007 | Client Relationship Management: Experience is part of the deliverable.

If the phrase “CRM” makes your eyes glaze over, you’re not alone. It sounds like something reserved for giant corporate teams with even bigger software budgets. But here’s the truth: a good CRM can be one of the most powerful tools in any business owner’s toolkit—especially creatives.

And no—you don’t need to be “techy” to make it work for you.

So, What Is a CRM (Client Relationship Management)?

CRM stands for Client Relationship Management. At its core, it’s a tool that helps you streamline how you interact with clients—from first inquiry to final invoice. Think of it as the digital HQ for your client experience: one central place to track who’s in your pipeline, what stage they’re at, what’s been sent, what’s coming next, and what needs your attention.

Over the past six months, we overhauled our own process with an all-in-one CRM called Dubsado. There are plenty of options out there, but we chose Dubsado because it’s built with creatives in mind—and several of our colleagues had great results with it.

One of the best pieces of advice we’ve heard from seasoned entrepreneurs? Build your business to scale seamlessly. For us, that meant creating systems that make delegation easy and ensure we’re not the bottleneck in client communication.

At first, making the switch felt daunting. But consolidating invoices, proposals, and contracts—previously scattered across multiple programs—into one streamlined platform has been a complete game changer.

What Can a CRM Actually Do?

Depending on how you set it up, a CRM can:

• Send automated emails (like a thank-you after someone fills out your inquiry form)

• Remind you of key milestones or follow-ups

• Generate and send contracts or proposals

• Track payments and invoices

• Sync with your calendar for scheduling

• Create tasks and timelines for internal tracking

• Centralize communication so nothing slips through the cracks

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The best part? Most of these actions can be automated, templated, and customized—saving you time and helping you look polished in the process.

Why It Matters for Creatives

In service-based businesses, your process is part of your brand. It’s not just what you deliver—it’s how you guide clients through the journey. Instead of chasing down scattered emails or second-guessing “did I already send that?”, your CRM quietly keeps everything in order, letting you show up with clarity and confidence.

Our Take

Adopting a CRM doesn’t mean overhauling your entire tech stack overnight. Start small—use it to manage inquiries, or build one simple email automation. The goal isn’t to create a machine; it’s to lighten your mental load and elevate the way you work. Like everything else in your business, it can (and should) evolve with you.