What is Kommo and how to use it to manage marketing clients?

Kommo (formerly amoCRM) is a conversational CRM designed to manage leads and clients across multiple communication channels —WhatsApp, Instagram, email and more— from a single centralized dashboard. Unlike traditional CRMs oriented toward static records, Kommo organizes work around conversations: each interaction is linked to a contact, with full history and the ability to automate follow-ups. For digital marketing agencies managing multiple clients and simultaneous acquisition processes, Kommo offers traceability and organization without needing to jump between tools.

What is Kommo and what is it for?

Kommo is a conversational CRM software that centralizes a team’s commercial communication in a single workspace. Its differentiating proposition is integrating the most widely used messaging channels —especially WhatsApp and Instagram— within a visual sales pipeline, instead of managing contacts in isolation.

For digital marketing agencies, this solves a specific problem: leads coming from Meta Ads, Google Ads, or web forms campaigns tend to get scattered across different channel inboxes, which causes lost follow-ups and lack of context when different team members handle the same contact.

Kommo is especially useful for:

• Marketing agencies managing their own client acquisition that need order in their sales process
• Performance teams that want to link the origin of each lead to a specific campaign
• Freelancers with multiple active prospective clients at the same time
• Heads of marketing who need visibility into pipeline status without relying on manual reports
• Agency directors who want to automate follow-up without losing the personalized touch

How Kommo works as a CRM

Kommo organizes contacts within a visual kanban-style pipeline. Each contact occupies a card that moves through columns according to the stage of the business relationship. The team sees in real time what stage each lead is in and what action comes next.

Pipeline structure

The pipeline is fully customizable. An agency can define stages such as:

1. New lead received
2. First contact made
3. Proposal sent
4. In negotiation
5. Client closed
6. Onboarding started

Each stage can have automatic tasks associated with it, assigned owners, and required information fields before moving to the next phase.

Unified inbox

Kommo’s inbox consolidates messages from WhatsApp, Instagram Direct, Facebook Messenger, email, and other channels into a single inbox. Any team member can pick up a conversation without losing the history. This eliminates the problem of “orphaned” leads that no one follows up on because the original owner is unavailable.

Lead source tracking

Kommo allows you to identify which channel or campaign each contact came from. For agencies working with multiple acquisition sources —Google Ads, Meta Ads, organic forms, referrals— this traceability is key to evaluating which channels generate higher-quality leads.

Key features for marketing agencies

Follow-up automation

Automation is one of Kommo’s most powerful capabilities. The team can set up flows that execute actions based on specific conditions:

• If a lead doesn’t respond within 48 hours, the system sends an automatic follow-up message via WhatsApp
• If a contact moves to the proposal stage, an internal task is generated for the account manager
• If a lead completes a form, they enter the pipeline directly with the data already loaded
• If a client closes, an onboarding flow with welcome messages is triggered

This automation reduces the team’s operational workload and ensures that no lead goes unattended due to lack of time.

Notes, tasks, and internal collaboration

Within each contact card, the team can leave internal notes, assign tasks with deadlines, and mention colleagues. This turns the CRM into a team coordination tool, not just a data record.

Relevant integrations

How to implement Kommo step by step

Before configuring any CRM, it’s necessary to map the current sales process. A well-configured CRM multiplies team efficiency; a poorly configured one adds friction without solving the underlying problem.

1. Map your current sales process. Define how many stages it has, what information is needed at each one, and who is responsible for each action.
2. Create a Kommo account. Select the plan based on team size. Kommo offers a 14-day free trial with no credit card required.
3. Set up the pipeline. Create the stages that match your actual process, not the system’s default stages.
4. Connect the communication channels. Link WhatsApp Business API, Instagram Direct, and the team’s contact email.
5. Integrate the acquisition sources. Connect landing page forms, Facebook Lead Ads, and any other source so leads enter the pipeline directly.
6. Set up basic automations. Define at least one automatic follow-up flow for unanswered leads and an internal notification when moving through key stages.
7. Train the team. Establish clear rules: what gets logged in the CRM, when a card gets moved, and how internal notes are used.
8. Review the pipeline weekly. Identify bottlenecks: at which stage do most leads get stuck? Which stage has the highest drop-off rate?

Kommo vs. alternatives for marketing agencies

Kommo stands out when commercial communication happens mainly through messaging channels. HubSpot is more complete but requires a larger investment of time and budget. Pipedrive is a solid option for B2B sales without high volumes of direct messaging.

Frequently asked questions about Kommo

Is Kommo the same as amoCRM?
Yes. Kommo is the current commercial name of amoCRM following its 2022 rebranding. The platform is the same, and amoCRM users were migrated automatically. The name change aimed to better reflect the product’s conversational focus.

Is Kommo only for sales or can it also manage active clients?
Kommo can be used for both stages. Many agencies set up separate pipelines: one for new client acquisition and another for the follow-up and onboarding of active clients. However, for the long-term operational management of clients, some agencies complement Kommo with project management tools like Asana or ClickUp.

What’s the difference between Kommo and a traditional CRM like Salesforce?
Salesforce is geared toward large companies with complex sales processes, large teams, and significant implementation budgets. Kommo targets small and medium teams that need agility and a low learning curve. The main difference is the approach: Kommo prioritizes conversation as the core of the process; Salesforce prioritizes structured data and scalability.

Does Kommo integrate with digital advertising platforms?
Kommo integrates natively with Facebook Lead Ads, allowing leads from forms to enter the pipeline directly. For Google Ads and other platforms, integration requires intermediary tools like Zapier or Make. These connections allow linking campaign origin to each contact to evaluate lead quality by source.

How many users can a Kommo account have?
Kommo charges per user. There is no fixed user limit on standard plans; the cost scales according to the number of people on the team. It’s important to check the current plans on the official site, as prices may vary by region and billing period (monthly or annual).

Is it possible to measure campaign ROI from Kommo?
Kommo allows you to identify the source of each lead and track it through to closing, giving a view of the volume of clients generated per channel. However, to measure the full ROI of digital campaigns —investment, cost per lead, ROAS, conversions per campaign— you need to cross that data with the advertising platforms’ data. Tools like Master Metrics centralize data from Meta Ads, Google Ads, LinkedIn Ads, and GA4 in an automated dashboard, complementing Kommo’s information with each channel’s performance metrics without manual work.

Does Kommo have a mobile app?
Yes. Kommo offers mobile apps for iOS and Android. From the app, the team can manage the pipeline, respond to messages, and create tasks. This is especially useful for teams that handle clients outside office hours or work remotely.

How long does it take to implement Kommo at an agency?
A basic setup —pipeline, connected channels, and initial automations— can be ready in one to three days of work. Full implementation, including team training and flow adjustments, varies between one and three weeks depending on team size and the complexity of the sales process.

Conclusion

Kommo solves a specific problem that many marketing agencies face: the scattering of business conversations across multiple channels without traceability or order. By centralizing WhatsApp, Instagram, email, and forms into a visual pipeline with automations, it allows the team to spend less time coordinating information and more time closing clients and delivering results.

The key to getting real value out of it lies in the initial setup. A pipeline that reflects the agency’s actual sales process, with clear stages and defined owners, turns Kommo into an operational asset. Without that foundation, any CRM becomes just another record that no one updates.

While Kommo manages the acquisition process and client relationships, agencies also need visibility into the performance of the campaigns generating those leads. Master Metrics complements that work by automatically centralizing data from Meta Ads, Google Ads, LinkedIn Ads, TikTok Ads, and GA4 into client-ready dashboards, with no manual exports or spreadsheet reports. If your agency already has its CRM under control and wants to professionalize campaign reporting too, Master Metrics is the next logical step.