CRM for event agencies: from a corporate party enquiry to the margin on every event.
In season an agency gets dozens of requests a day, and whoever sends the estimate first wins. The CRM collects enquiries from WhatsApp, Instagram and the site, runs the event from brief to closing documents, keeps vendors and prepayments in one card and shows how much the agency earned on each project.
A project in events lives longer than a single deal. First the brief and estimate, then booking the venue and vendors, contract and prepayment, then preparation, the event itself and closing documents. If all of this lives in WhatsApp and Excel, in November the manager can't answer new requests, and after the event nobody knows what's left after paying for catering, sound and the host.
A CRM for an event agency separates two things: the sales funnel, where response speed and conversion to contract matter, and the event project, where deadlines, vendors and payments matter. A deal won in the funnel becomes a project with a preparation checklist and dated tasks.
A separate part is for ticketed-event organisers. For them the CRM stores the buyer base from sales and from 1Ticket, segments it by genre and city and sends announcements of the next events via WhatsApp and e-mail.
What we set up in an agency CRM.
Enquiry → brief → estimate → presentation → contract → prepayment. Tasks for the manager at each stage and a "no reply in 15 minutes" alert.
WhatsApp, Instagram Direct, calls, the website calculator, tender requests from e-mail — in one feed with source and ad campaign.
Line items for venue, catering, equipment, artists and decor from a price list; an estimate and commercial proposal in PDF in a few minutes.
A vendor base with prices and contacts, booking by date, confirmation and payment statuses for every event.
A preparation checklist with dates, owners and the run-of-show for the event day; reminders to the team and the client.
Prepayment schedule, invoice, contract, completion certificate and export for ESF via 1C — the corporate client gets documents without manual typing.
For organisers: ticket buyers with purchase history, segments by genre and city, opt-in WhatsApp announcements.
Revenue, vendor costs and margin per event, team workload by date, enquiry conversion by channel and season.
Funnels and automations.
- "Corporate" funnel: enquiry → brief → estimate → contract → prepayment
- "Private" funnel: weddings, toi, anniversaries with a long decision cycle
- "Tenders and government" funnel: request, documents, bid
- Event project: preparation, vendors, run-of-show, delivery
- Automated estimates and proposals from templates
- Reminders for prepayment and final payment
- Collecting reviews and reference letters after the event
- Ticket buyer segments and announcement mailings
- Margin and date-workload report
Implement before the peak, not during it.
In events you can't roll out a CRM in November: the team is busy with corporate parties, and any new system is abandoned within a week. The right window is July–September. The order:
- Audit — 2–3 days: how enquiries arrive now, how estimates are built, where vendors are stored.
- Setup — 1–2 weeks: funnels, line-item catalogue for estimates, proposal and message templates.
- Integrations — 1–2 weeks: WhatsApp, website, telephony, 1C for documents, ticket buyer base.
- Training — managers and producers, the first week of work together.
- Season — a month of support during the peak, adjustments based on real work, then support on request.
Why CRMs don't take root in agencies.
- The sales funnel and event preparation are mixed in one — deals "hang" for months, and analytics lose meaning.
- Estimates are still built in Excel and sent as files — managers see no point in the CRM.
- Vendors are tracked separately, and event margin is still calculated by hand after the project.
- No "event date" and "guest count" fields — you can't see workload or filter by season.
- The owner doesn't look at the margin report — the team stops entering costs. We build a dashboard where margin is visible for every project.
What affects the implementation price.
Basic amoCRM or Bitrix24 implementation for an agency: corporate and private enquiry funnels, channels, estimate templates, training — ₸350,000–₸600,000, 2–3 weeks. With event projects, vendors, 1C for certificates and ESF, telephony and a margin report — ₸600,000–₸1,000,000, 4–5 weeks. A custom agency CRM with an audience base and ticket sales — from ₸1,500,000. CRM and WhatsApp API licenses are paid to vendors separately.
Base prices and 'off-the-shelf vs. custom CRM' options — on the CRM and automation page.
The short version.
How much does a CRM for an event agency cost?
Basic implementation with funnels, channels and estimate templates — ₸350,000–₸600,000. With vendors, documents via 1C and a margin report — ₸600,000–₸1,000,000. amoCRM or Bitrix24 licenses are separate.
amoCRM or Bitrix24 for an agency?
amoCRM is simpler for the sales funnel and WhatsApp and Instagram chats. Bitrix24 is better when an event has many tasks, people and documents. We often pick Bitrix24 for agencies with a production team and amoCRM for small agencies and organisers.
Can estimates be built right in the CRM?
Yes: a line-item catalogue with vendor prices and your markup, the estimate is assembled from a format template and exported to PDF with your branding. Estimate changes are saved as versions.
How is the CRM connected to ticket sales?
Ticket buyers from 1Ticket or the website land in the CRM with their purchase history. Then — segments by genre and city and announcements of the next events via WhatsApp and e-mail with the buyer's consent.
When is the best time to implement?
July–September, before the corporate season. Then by October the team already works in the system, and all seasonal enquiries go through the funnel.
Same service for other industries
Losing enquiries in season? Tell us how you build estimates now — we'll propose a setup and an implementation estimate.
Tell us how many managers and events per month you have, which formats dominate and whether you work with government clients. We'll reply with an implementation plan within 1–2 business days.