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In the fast-paced world of marketing, efficiency is key. As agencies juggle multiple campaigns across various platforms, ensuring seamless order management becomes paramount. 

Enter the realm of marketing agency order management systems – the backbone of streamlined operations. Let's delve into what they are, how they work, their key features, and the myriad benefits they offer.

What Is An Order Management System?

An order management system (OMS) tailored for marketing agencies is a sophisticated piece of software meticulously designed for orchestrating the sale, execution, and reconciliation of advertising campaigns across digital platforms. 

With its multifaceted capabilities, an OMS acts as the nerve center, empowering agencies to:

  • Monitor the availability of ad inventory.
  • Craft and deploy programmatic advertising campaigns seamlessly.
  • Fine-tune campaigns for optimal performance.
  • Respond swiftly to requests for proposals (RFPs).
  • Generate comprehensive reports.
  • Initiate billing processes and ensure reconciliation.

What is the Order Management Process

Understanding the intricacies of the order management process is essential for marketing agencies seeking to streamline their operations and enhance customer satisfaction. 

Let's delve into the key stages of the order management process and how they contribute to efficient workflow management:

1. Order Placement: 

The order management process kicks off with the placement of an order by the customer. 

Whether it's a request for a digital advertising campaign or a purchase of marketing services, this initial step sets the wheels in motion for the subsequent stages of order fulfillment.

2. Customer Verification: 

Upon receiving the order, the agency verifies the customer's information, including delivery address and contact details. This crucial step ensures accurate delivery and minimizes the risk of errors or discrepancies in the order fulfillment process.

3. Order Processing: 

Once the customer's information is verified, the order is processed within the agency's order management system (OMS). 

This entails assigning the order to the appropriate team or department for further action, such as campaign creation, scheduling, and resource allocation.

4. Fulfillment: 

After processing, the order is transmitted to the relevant teams or fulfillment partners, such as third-party logistics (3PL) providers or internal departments responsible for campaign execution. 

Here, the order is picked, packed, and prepared for shipment or implementation, depending on the nature of the service or product being delivered.

5. Order Tracking and Communication: 

As the order progresses through the fulfillment process, the agency maintains transparent communication with the customer, providing regular updates on the status of their order. 

This includes generating order tracking information and sharing it with the customer, allowing them to monitor the delivery window and track the movement of their order in real-time.

6. Delivery and Confirmation: 

Finally, upon successful completion of the fulfillment process, the order is delivered to the customer as per the agreed-upon timeline. 

Once the order is received, the customer confirms receipt, signaling the end of the order management process for that particular transaction.

How Does An Order Management System Work?

Picture this: a bustling agency bustling with activity, a flurry of campaigns in motion. 

To kickstart an advertising campaign, a sales representative initiates the process by creating a sales order, meticulously detailing the campaign's particulars – from ad locations to pricing. 

With a few clicks, the order is sent for internal approvals and swiftly transformed into a formal contract, ready to be dispatched to the advertiser. Thanks to the intuitive interface of the OMS, this process is not just efficient but also remarkably error-free.

The Key Features of Advertising Order Management Systems

Marketing agencies thrive on efficiency, and an OMS serves as their trusted ally in this pursuit. Here are the pivotal features that define the prowess of these systems:

1. Streamlined Order and Campaign Creation: 

Sales teams can effortlessly seize opportunities, responding promptly to RFIs and swiftly closing deals. Flexible offers and automated workflows expedite the entire process.

2. Automated Workflows: 

Bid farewell to manual processes. From campaign planning to execution, automation reigns supreme, ensuring a seamless transition from sales to operations.

3. Comprehensive Analytics and Reports: 

With a bird's-eye view of campaign performance, agencies can fine-tune strategies, maximizing revenue generation across digital properties.

4. Effortless Invoice Generation and Reconciliation: 

Finance teams rejoice as manual invoicing becomes a relic of the past. With the OMS, generating invoices and reconciling bills is a breeze, accelerating revenue management.

The Benefits of an Order Management System

Embracing an OMS ushers in a plethora of benefits, revolutionizing the modus operandi for agencies:

1. Seamless Integrations: With seamless integrations with ad exchanges, DSPs, and CRMs, agencies can orchestrate top-tier programmatic campaigns effortlessly.

2. Real-time Business Insights: A unified dashboard presents a holistic view of business performance, empowering agencies with actionable insights for informed decision-making.

3. AdOps Automation: From initial contact to invoicing, automation streamlines every facet of the advertising process, saving valuable time and resources.

4. Precision Order Forecasting: With access to historical and real-time campaign data, agencies can forecast sales with unparalleled accuracy, mitigating risks and maximizing opportunities.

Challenges of an Order Management System

Implementing an order management system (OMS) can significantly streamline operations, but it's not without its challenges. Here are some common hurdles faced by businesses adopting OMS software:

1. Integration Issues: 

One of the primary challenges is ensuring seamless integration with existing systems across the business. 

If the OMS doesn't connect effectively with CRM, finance management, or supply chain software, it can lead to inefficiencies and missed opportunities for improved customer service. 

To address this, businesses need to carefully evaluate OMS platforms that offer robust integration capabilities to ensure smooth data flow and process automation.

2. Missing Features: 

Another challenge arises when essential features are lacking in the OMS. For instance, a user-friendly interface is crucial for enabling staff to monitor inventory levels, process returns, and manage orders efficiently. 

Additionally, the ability to generate comprehensive reports with clear dashboards is essential for monitoring key performance indicators (KPIs) and making informed decisions. 

Businesses should prioritize OMS solutions that offer a rich set of features, including POS integration, robust customer support, and order triaging capabilities.

3. Lack of Configuration Options: 

Flexibility in configuration is vital to cater to the diverse needs of different departments and roles within the organization. 

Businesses may encounter challenges if the chosen OMS lacks sufficient customization options for data access, reports, and workflows. 

Opting for an OMS platform that allows for tailored configuration can help businesses maintain data security while empowering employees with the tools they need to perform their roles effectively.

How Should I Choose a New OMS?

Migrating systems may not be the highlight of your day, but it presents an opportunity for improvement. Considerations should revolve around functionality, integrations, and added features. 

Most OMS products offer a broader array of features compared to legacy systems, providing enhanced capabilities for your marketing agency. Here's a step-by-step guide to help you choose the right OMS:

1. Gather Input from Your Team: Engage with your team to identify the most valuable features and areas needing improvement. Analyze hard data to understand key considerations for your timeline and workflow.

2. Understand Your Current Process: Map out your existing process, documenting pre-sales activities, involved stakeholders, channel strategies, and necessary integrations.

3. Identify Product Features: Analyze your team's input, hard data, and process map to pinpoint strengths, weaknesses, critical requirements, and desirable features in a new platform.

4. Vendor Considerations: Assess vendors based on their product development focus, planned feature releases, client base, customisation options, required IT resources, training, and ongoing support.

Top Companies that Provide an Order Management System

Exploring the realm of order management systems (OMS) reveals a plethora of options, each presenting distinct features and advantages tailored to the diverse needs of marketing agencies. 

Let's embark on a comprehensive journey through some of the industry's leading players, delving into their unique offerings and the value they bring to agency operations:

1. FatTail: 

Positioned at the forefront of revenue management, FatTail's AdBook+ emerges as a beacon of control and scalability within the advertising landscape. 

Integrating seamlessly with customer relationship management (CRM) platforms, business intelligence (BI) tools, financial systems, ad servers, and buying systems.

AdBook+ provides publishers with a robust platform for monetization and streamlined operations, setting the stage for enhanced efficiency and profitability.

2. Placements.io: 

With a relentless focus on modernizing revenue management, Placements.io offers a streamlined platform for managing orders, inventory, billing, and integrations across both direct and programmatic channels. 

Boasting an intuitive interface designed to simplify workflows, reduce errors, and boost efficiency. 

Placements.io stands as an ideal choice for agencies seeking seamless order management solutions that empower them to thrive in today's dynamic advertising landscape.

3. Operative: 

Operating at the pinnacle of cloud-based order management, Operative's Operative.One delivers advanced capabilities tailored to the unique needs of digital media companies. 

From creating premium marketplaces to offering open APIs and custom reporting suites, Operative.

One empowers agencies with a comprehensive suite of tools for revenue optimization and business growth, laying the foundation for sustained success in an ever-evolving industry landscape.

4. TapClicks: 

Pioneering the realm of marketing operations, TapClicks' integrated platform provides agencies with a comprehensive suite of tools for sales enablement, workflow management, and analytics. 

With its intuitive interface and automated reporting features, TapClicks streamlines order management processes, empowering agencies to focus on delivering exceptional results for their clients while driving operational efficiency and profitability.

5. Lineup: 

Serving as a cornerstone for media businesses worldwide, Lineup Systems' Adpoint solution offers streamlined order management and performance tracking for over 6,800 media brands and entities. 

With its comprehensive feature set and intuitive interface, Adpoint simplifies complex workflows, enabling agencies to optimize their operations and drive revenue growth.

 Cementing its status as a preferred choice for agencies seeking to elevate their order management capabilities.

6. Cloudsense: 

Empowering businesses with end-to-end media order management solutions, Cloudsense's platform built on Salesforce offers unparalleled flexibility and scalability. 

With a focus on delivering personalized customer experiences and operational efficiencies.  

Cloudsense helps agencies stay ahead in today's dynamic advertising landscape, enabling them to navigate complexities with ease and drive sustained business growth.

7. Mediaspectrum: 

Focused on delivering cloud-based solutions for complex media advertising services, Mediaspectrum's Sales Pro platform provides agencies with the tools they need to streamline processes and maximize revenue. 

With its robust feature set and intuitive interface, Sales Pro enables agencies to drive business growth and deliver exceptional results for their clients.

Thus solidifying its position as a trusted partner for agencies seeking to thrive in today's competitive advertising landscape.

Each of these companies brings its own unique strengths and capabilities to the table, offering agencies a wealth of options for enhancing their order management processes and driving business success. 

By carefully evaluating your agency's needs and priorities, you can select the OMS provider that best aligns with your goals and objectives, ensuring seamless operations and maximum ROI.

ClientVenue for Order Management in a Marketing Agency 

ClientVenue offers a comprehensive solution for marketing agencies looking to streamline their order management processes. 

Here's how ClientVenue can be utilized effectively for order management in a marketing agency:

1. Automated Client Onboarding: 

ClientVenue provides automated client onboarding features, allowing marketing agencies to onboard clients seamlessly and make a great first impression. 

With customizable templates and workflows, agencies can ensure a smooth onboarding process that delights clients from their first point of contact.

2. Real-Time Project Management: 

With ClientVenue's project management capabilities, marketing agencies can manage projects from start to finish with highly customizable views. 

Collaboration with internal and external teams is made easy through templates and workflows, keeping clients, teammates, and leadership on the same page throughout the project lifecycle.

3. Client Storage Space: 

ClientVenue offers a dedicated client storage space, allowing agencies to store all client-related media and assets in one centralized location. This ensures easy access to important files and documents, streamlining communication and collaboration.

4. Integrated Payment Handling: 

ClientVenue handles payment-related worries within the client workspace, offering native integrations with top payment platforms and providers. 

Whether it's recurring billing or one-time billing, agencies can manage payments seamlessly, creating a self-serve checkout model for clients and freeing up time to focus on core business activities.

5. Professional Invoicing: 

With ClientVenue, agencies can create professional-looking invoices with their own branding, making a great impression on clients. 

Integrated invoicing capabilities ensure efficient billing processes, whether it's recurring or one-time billing, with native integrations with top payment platforms.

6. Customizable Branding: 

ClientVenue allows agencies to customize the look and feel of the platform to match their brand's design language. 

By turning on whitelabel mode, agencies can create a native experience for clients, enhancing brand perception and providing a seamless user experience.

7. Comprehensive Reporting: 

ClientVenue offers dedicated report sections where agencies can access organization-level reports for projects, teams, and employees. 

From project milestones to budgeting and time tracking, agencies can gain insights into project performance and generate professional-looking client-facing reports for review.


Effective order management is crucial for the success of any marketing agency. With the ever-evolving landscape of digital advertising and the increasing complexity of client demands, having a streamlined and efficient order management system is essential. 

By leveraging advanced OMS platforms like those offered by ClientVenue, marketing agencies can streamline their workflows, improve client satisfaction, and drive business growth.

ClientVenue provides a comprehensive solution tailored to the unique needs of marketing agencies.

Offering automated client onboarding, real-time project management, integrated payment handling, professional invoicing, customizable branding, and comprehensive reporting. 

With these features, marketing agencies can effectively manage their orders, streamline communication and collaboration, and deliver exceptional service to their clients.

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