(So why are you still using enterprise project management tools?)
Process matters. In big agencies, it keeps the machine moving with producers, project managers, traffic coordinators, account leads, and layers of approvals holding it all together.
But here’s the thing: process matters just as much, if not more, in small agencies.
If you want to grow, stay profitable, and avoid burning out your team, you need structure. You need repeatable ways of working. But the way you build and use that process has to be completely different.
Why? Because small teams don’t have the luxury of complexity. They don’t have a full project team dedicated to running systems. Often, they’ve got one PM switching gears every 5 mins, trying to hold everything together while also delivering work.
That’s where things often go wrong.
Most small agencies default to tools that were built for big teams — enterprise-level platforms like Asana, ClickUp, or Monday. These tools are powerful, no doubt. But they’re also bloated. Overbuilt. Packed with features that sound useful but rarely get used.
And in a small agency, every click counts. When the system asks too much of you, people stop using it, and the whole thing breaks down.
So the real question isn’t should you have process. You absolutely should.
It’s how you implement process in a way that supports the way your small team actually works — fast, lean, and hopefully, in control.
That starts with understanding the role of the project manager in a small agency.
Today’s PM is stretched
In a small agency, the project manager isn’t just managing projects. They’re running point with the client, shaping the brief, writing the copy, scheduling the team, chasing feedback, jumping in to solve problems, and still trying to keep the actual project on track.
It’s not a classic PM role. It’s a hybrid. A blend of strategy, production, and delivery, wrapped into one very busy person.
Most days, they’re switching between the macro and the micro. One minute thinking about how to bring a project in under budget. The next, rewriting a task from scratch because there’s no one else to do it.
And here’s why that matters: the project manager in a small agency isn’t just delivering the process — they’re also creating it. They’re building the structure as they go. Which means if the PM system they’re working in is clunky, bloated, or asks too much, the whole process starts to fall apart.
If the PM can’t keep the system alive, no one else will.
So what does work?
From what I’ve seen and practically experienced, it’s all about light-touch structure. Just enough process to keep things moving. Just enough clarity so no one’s guessing. Just enough visibility to prevent anything from slipping through the cracks.
When the balance is right, things flow. People know what they’re doing, what’s coming next, and how to get help when they’re stuck.
But when the process gets overcooked with Gantt charts, dependencies, time tracking, custom fields, and automations, it becomes its own kind of chaos. People stop using it. Tasks get skipped.
That’s the catch: if the system asks too much, it won’t get used. And if it doesn’t get used, it’s useless.
So the role of process (and the tools that support it) is to reduce friction, not add to it. To give the PM, who’s already stretched thin, a way to steer the ship without needing to build a new one every time they start a project.
It doesn’t need to be perfect. It just needs to be clear. Adaptable. Easy to stick to. Because when your PM is solving problems on the fly, jumping into delivery, and trying to keep plates spinning, the right structure is what keeps the whole thing from crashing down.
That’s why process matters more, not less, in a small agency.
What does a right-sized system actually look like?
It’s not about finding the one with the most features. In fact, it’s almost the opposite.
The right-sized system is the one that fits the way your team already works — not the other way around.
It should be:
Fast to set up – You don’t need two weeks of onboarding. You need to be up and running before someone changes the brief.
Simple to use – If it takes longer to create a task than to do the task, you’re in trouble.
Flexible by default – Small agencies are constantly adapting. Your system should bend with you, not break when the plan changes.
Built for visibility, not micromanagement – You just want to know what’s moving, what’s stuck, and what needs your attention.
Designed to support repeatable process – As small teams grow, the ability to repeat what works becomes key. The right system helps you build and reuse processes that save time, improve consistency, and make the business more scalable and profitable over time.
Easy for clients – Clients shouldn’t need a 70-page manual to check on progress or give feedback. A good system makes it simple for them to jump in, see what’s happening, and respond quickly without adding friction to the process.
The tools aren’t built for you, and that’s the problem
Too often, small agencies default to using enterprise tools, such as Asana, ClickUp, and Monday. They’re popular. Everyone’s heard of them. And by default, we use them. But they’re not built for teams like yours.
They’re built for large organisations with layers of roles and dedicated project teams. Not for the stretched PM who’s juggling five projects, writing half the briefs, and still making sure everyone knows what’s due tomorrow.
These tools are overbuilt. They do too much. And they ask too much of the people using them.
You end up ignoring half the features. Spending more time managing the tool than managing the project. And forcing your team into a workflow that doesn’t match the way they actually operate.
It’s not that the process doesn’t matter; it really does. But it has to be the right kind of process. Light, useful, and built for how small teams really work.
So here’s the thought I’ll leave you with: just because a tool is popular doesn’t mean it’s right for you. Small agencies work differently. That’s not a weakness; it’s a superpower.
But your PM systems need to support that.