Running an agency today is a balancing act. Sales teams push for momentum, trying to move quickly enough to win the next deal. Operations teams focus on structure, making sure promises can actually be delivered without overloading people or blowing margins. Both sides are working hard, but without alignment, cracks start to show—missed details, clunky client handoffs, and frustrated clients.
When sales and operations teams are in sync, agencies deliver smoother projects, clients feel more confident, and growth doesn’t feel like chaos.
That’s exactly what we explored in a recent webinar with Grant Hultgren, VP of Customer Success at Parallax, and Jessica Andrews, VP of Marketing at Copper. Here are the four biggest takeaways from their conversation.
1. Simplify and Integrate Your Tech Stack
The more tools in your workflow, the more cracks for information to slip through. A CRM over here, a project management tool over there, a few stray spreadsheets. Every time a deal moves forward, someone has to manually copy details across systems. It’s inefficient, and it creates gaps that slow projects down.
Simplifying the tech stack reduces complexity and keeps everyone working from the same source of truth. As Jessica noted, siloed systems often translate into siloed teams. With Copper, sales and client management live on the same platform. With Parallax, that data connects directly to resource planning for agencies so leaders can forecast confidently and avoid resourcing surprises.
When systems are integrated, sales and ops stay aligned. Everyone works from the same source of truth, and teams can focus on delivering work instead of reconciling data.
2. Automate the Busywork
The more manual the process, the more friction between teams. Sales shouldn’t spend hours on data entry, and ops shouldn’t have to chase down details that should be readily available.
That’s where automation comes in. Automating repetitive tasks—like sending client intake forms, updating opportunity fields, or triggering project kickoff workflows—helps agencies move faster without losing accuracy.
Jessica put it simply: “Don’t bog down the sales team with manual work that’s not necessary. Automate everything you can, from sending intake forms to triggering project kickoffs. The more you automate, the smoother the client experience becomes.”
Grant added that automation also gives ops more reliable data to plan with: “No one wants to sit there and click all the boxes. Automate that, get client-facing, and drive value instead of admin work.”
3. Make the Sales-to-Ops Handoff Seamless
That magical moment when a client signs is more than a milestone—it’s a first impression of delivery. If the client handoff feels clunky, trust erodes fast.
Too often, agencies lose momentum between contract and kickoff. A few days of waiting can feel like weeks to an eager client, and the trust built during sales quickly erodes.
Jessica recalled her own experience: “I signed with an agency and then waited three days before I heard from a project manager. They ended up wowing me later, but those three days had me worried I made the wrong decision.”
A seamless handoff isn’t complicated—it just requires connection. When CRM and delivery systems share data, the introduction to the delivery team and the kickoff process can happen instantly. No awkward gaps. No lost confidence.
Grant put it: “That first impression in delivery can change the trajectory of a project. Even a short delay can ripple into missed schedules and lost confidence. Getting the handoff right matters more than people realize.”
4. Use Delivery as a Growth Engine
Strong project delivery doesn’t just fulfill the promise of a deal—it sets the stage for growth. When clients feel understood and supported, they’re more likely to expand engagements and trust you with bigger initiatives.
Grant explained it this way: “Delivery doesn’t end sales. It’s just the next stage of the relationship. When ops and account teams look for opportunities to add value, growth happens naturally.”
Jessica added: “The best agencies I’ve worked with didn’t push. They listened, understood me, and made thoughtful recommendations. That’s when upsells feel natural instead of forced.”
The Bottom Line
Agencies don’t have to accept the old tension between sales and ops as inevitable. By simplifying tools, embracing automation, creating seamless client handoffs, and treating delivery as a growth driver, you can align your teams and unlock smarter, more sustainable agency growth.
Curious to hear the full conversation between Grant and Jessica? Watch the recording.