Success story · Company

Pimster Creations GmbH. One operating model for the whole agency.

Pimster Creations is an agency for sports, event and show marketing with its own athlete management. Since June 2026 we have worked with the managing director to map the agency’s workflows, reorder them and support them step by step with a CRM and Claude as the central AI platform.

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Level
Company
Period
June to November 2026
Core processes
5
Format
On-site workshops and ongoing support
Starting point

Much knowledge with one person. Little of it in the system.

Many decisions and workflows ran through the managing director. Contacts, offers and agreements were spread across the inbox, spreadsheets and individual tools.

Before talking about tools, it had to be clear how the agency works and where AI can help in these workflows.

Approach

Diagnose. Design. Deliver.

  1. Diagnose

    Map five core processes

    In the strategy session and a preparatory meeting we defined five core processes: athlete management, content production, client management for federations, sales and acquisition, and internal operations and tools. The two-day workshop in Cologne then covered the current state of each process, followed by the gaps and their priority.

  2. Design

    Operating model and principles

    The workshop produced a draft operating model with a roadmap. For the CRM we agreed principles in a follow-up meeting: the CRM is set up properly first, automation across several systems follows in a second phase. Outlook stays the mail tool, the CRM serves as record and log.

  3. Deliver

    CRM, Claude and knowledge management

    HubSpot went live at the end of July. We then introduced Claude as the central AI platform across all levels, with team licences and fixed rules for projects, skills and connectors. In parallel, a knowledge management system was set up in SharePoint, built along the first use cases such as credit notes and athlete briefings. Three on-site workshops steered the steps.

Result

Delivered on three levels.

Organization

Operating model and shared foundation

Final document with operating model, processes, CRM documentation and knowledge structure. Claude skills for everyone, for example on tone and brand, and approved connectors to HubSpot, Microsoft 365 and Notion. The master is the AI handbook in SharePoint, approval lies with the managing director.

Business unit

Departments with CRM and Claude

Contacts, deals, offer and invoicing logic in HubSpot. Shared Claude projects and skills per department, such as the athlete briefing project and the credit note skill. Each is owned by a functional role.

Employees

AI in the team’s daily work

Chat, memory and personal projects for individual work. The rule: anything that exists only in a private account counts as not existing. A full-day team workshop with Claude training is agreed as the next step.

What comes next.

The agency’s workflows have been reordered and are supported by a CRM and Claude. Next comes AI advisory: we support the agency in developing the operating model in daily work and in supporting further workflows with AI.

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