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CRM for professional services: streamlining workflows with automation

Best CRM For Professional Services
How CRM automation can help professional and financial service companies
Key features of a good CRM for professional services
How automation can support professional services
How Pipedrive’s automated CRM helps Raincatcher close deals
Why Pipedrive is the best CRM for professional services firms
Final thoughts

In the fast-paced world of Mergers and Acquisitions (M&A), professional services firms face a constant challenge: managing communication across a complex web of clients, prospects and internal teams.

Financial analysts, junior dealmakers and senior-level professionals all need to be seamlessly connected to ensure a smooth client experience.

As a leading M&A firm, Raincatcher understands the challenges of managing communication with clients and prospects across a diverse team. Not only does inefficient communication management hinder the firm’s ability to focus on revenue-driving activities, but it can also lead to lost opportunities and decreased client satisfaction. As Mark Woodbury, Managing Director at Raincatcher, explains, this is where a robust CRM (customer relationship management) software for professional services, such as Pipedrive, comes in.

How CRM automation can help professional and financial service companies

According to Pipedrive State of Sales report, only half of sales professionals say that they spend most of their workday selling. CRM automation can be a game-changer, freeing up valuable time for professionals to focus on making sales. Raincatcher has leveraged CRM by implementing Pipedrive’s best CRM for professional services system with robust automation features.

Pipedrive’s CRM automation capabilities have enabled Raincatcher to set up rules-based workflows that automatically trigger actions based on specific events or conditions. The firm has been able to:

  • Automatically send follow-up emails to leads and clients based on pre-defined triggers, keeping them engaged and nurtured throughout the deal cycle

  • Schedule tasks and reminders for team members, ensuring critical steps don’t fall through the cracks

  • Generate automated reports that provide valuable insights into deal progress and team performance

In this article, we explore the value of automation in a CRM for professional services firms like Raincatcher. We’ll discuss the key features of a good CRM system, with a particular focus on automation, and examine how these features can benefit professional services companies.

Additionally, we’ll examine how Raincatcher has leveraged automation to improve its deal closure rates and share insights into why Pipedrive is the best CRM for professional services firms.

Key features of a good CRM for professional services

A professional services CRM system should offer a range of features to streamline workflows and enhance efficiency, i.e., automation, customization, visibility and security.


Automation is a crucial feature in a professional services CRM, as it allows firms to save time and focus on high-value tasks. Pipedrive’s workflow automation enables users to set up rules-based workflows that automatically trigger actions based on specific events or conditions, such as sending follow-up emails to leads or updating deal stages. This feature helps ensure that no leads or opportunities slip through the cracks and that clients receive timely and consistent communication.

An example of how we use this at Raincatcher is that once a prospective client has uploaded their financial statements to our data room, Pipedrive prompts our analyst to put together a business valuation, the managing director is then prompted to review the valuation and move the deal to the appropriate pipeline stage. Once this is completed, the VP creates a presentation to be shared with the prospective client.

Not only do the automations in Pipedrive help us accomplish this more seamlessly. We estimate that it saves us 30–50 hours of back-and-forth communication internally and with the client throughout the course of a deal.


Customization is essential in a professional services CRM, as each firm has unique needs and business processes. Pipedrive offers a range of customization options, allowing users to tailor the system to their specific requirements. This includes the ability to create custom fields, pipelines and reports, ensuring that the CRM aligns with the firm’s workflows and provides relevant data for decision-making.


Visibility is another critical feature in a professional services CRM, as it allows firms to track progress, identify bottlenecks and make informed decisions. Pipedrive’s reporting and analytics tools provide real-time insights into the firm’s pipeline, helping to identify areas for improvement and optimize resource allocation.


Security is a top priority for professional services firms, as they often handle sensitive client data. Pipedrive prioritizes data protection, offering features such as two-factor authentication, data encryption and regular backups to ensure the security of client information.

Other useful features in a professional services CRM include lead management, contact management, email integration and mobile accessibility. These features help firms streamline their workflows, improve communication and stay connected with clients and prospects on the go.

How automation can support professional services

Automation in a professional services CRM can provide numerous benefits. In this section, we’ll run through some of those benefits.

Saving time

By automating repetitive tasks such as data entry, follow-up emails and task management and assignment, firms can save significant time and resources.

Focusing on revenue-driving actions

Automation enables professional services firms to prioritize revenue-driving actions by streamlining administrative tasks and ensuring that no opportunities are missed. Teams can then focus on activities that matter most, such as client meetings, proposal development and deal negotiations.

Keeping leads and clients engaged 24/7

Automation ensures that leads and clients receive timely and consistent communication, even outside of regular business hours. This helps maintain engagement and builds trust, ultimately leading to higher conversion rates and client retention and stronger client relationships.

Integrations with other tools

Professional services firms often use a range of tools to manage their operations, from project management software and data room management to accounting systems. A CRM with robust integration capabilities, such as Pipedrive, allows firms to connect these tools and streamline workflows, reducing manual data entry and improving data accuracy.

Raincatcher even has a custom-made business valuation calculator that they use to generate leads. The information from this highly customized contact form and its many variable fields, is sent through Zapier and directly into the appropriate Pipedrive pipeline. You can find the Pipedrive-Zapier integration on Pipedrive’s Marketplace.

Streamlining workflows and processes

Automation helps professional services business streamline their workflows and processes, reducing bottlenecks and improving efficiency. By automating tasks such as lead assignment, deal tracking and reporting, firms can ensure that work flows smoothly and that sales team members and other departments are aligned on priorities and deadlines.

How Pipedrive’s automated CRM helps Raincatcher close deals

Raincatcher has leveraged Pipedrive’s automation in its CRM to improve deal closure rates by:

  • Automatically assigning leads to the appropriate team member based on location, industry or deal size

  • Sending automated follow-up emails to leads at key stages in the sales process

  • Updating deal stages and next steps based on predefined criteria

  • Generating custom reports and dashboards to track pipeline health and identify areas for improvement

By implementing these automation strategies, courtesy of Pipedrive, Raincatcher has been able to close more deals and improve overall efficiency, freeing up time for team members to focus on high-value activities.

Why Pipedrive is the best CRM for professional services firms

Raincatcher chose Pipedrive as its CRM of choice due to its simple, easy-to-use interface and robust automation features. Pipedrive offers all the integrations that every professional services business needs without the bloat or extra features that can limit usability.

Additionally, Pipedrive, much like the customer experience provided by Raincatcher, has consistently received high ratings and positive reviews from industry experts and users alike, further solidifying its position as the best CRM for professional services firms.

Final thoughts

In conclusion, automation is a powerful tool for professional services firms looking to streamline workflows, improve efficiency and drive growth. By implementing a CRM system with robust automation features, such as Pipedrive, firms can save time, focus on revenue-driving actions and maintain continuous engagement with leads and clients.

As Raincatcher's experience demonstrates, automation can be a game-changer in the professional services industry, helping firms close more deals and achieve their growth objectives.

Driving business growth