If your sales manager still exports the pipeline to a spreadsheet before every review, or your marketing team rebuilds the same audience list each week, there is recurring manual work your CRM should help reduce.
Creatio 10.1 brings improvements across reporting, communications, marketing and interface design. The question is which changes will remove recurring work for your team.
When we covered Creatio 10x, we looked at where businesses should begin with AI agents. With 10.1, we would also look closely at the manual tasks your team has learnt to live with. Removing one gives you a clear way to measure the value of an update.
What’s new in Creatio 10.1 at a glance
- Reporting and forecasting: Freedom UI pivot tables, opportunity previews and live forecast updates bring more of the review into CRM.
- Sales Engagement: sequences organise follow-up across emails, calls and tasks, with controls for timing and contact volumes.
- Marketing: scheduled segments refresh audiences automatically, while campaign pacing helps manage delivery volumes.
- Email: visual templates, recipient rules and existing-file attachments reduce repetitive preparation.
- Freedom UI: reusable filters, adjustable panels and theme controls make everyday navigation easier.
- WhatsApp and AI Studio: a direct WhatsApp connection keeps conversations in CRM, while separate AI Studio updates improve chat and voice interactions.
Freedom UI pivot tables and forecasting: bring more of the reporting conversation into CRM
Creatio’s 10.1 release expands pivot tables in Freedom UI, its modern interface. You can group information, calculate values and apply filters within the pages people use to do their work.
For example, a sales manager can review opportunity values by owner and month without first exporting the underlying records. Reproducing a familiar spreadsheet report in CRM removes a file to prepare, circulate and reconcile.
The forecasting changes help with the conversation that follows. Opportunity previews bring together deal details, activity and communication history without leaving the forecast. Live updates reflect changes while colleagues view the same sheet and work alongside scheduled recalculation. The Sankey widget added to the Opportunities pipeline analytics page shows how the pipeline moves.
Forecast hierarchies can be built from source records using filters such as employee type or department, where those fields are available. This keeps the forecast focused on the right team and gives managers more context when a number needs explaining.
Use the report to identify stalled deals, assign the next action or review an owner’s pipeline. The figures and the supporting detail are available in the same place.
One of our clients used to export CRM data manually each month and build dashboards in Excel. They now use live dashboards in Creatio, giving their board an up-to-date view of the pipeline. The board has welcomed the change, and the team saves several hours per month on report preparation.
Sales Engagement sequences: make follow-up easier to carry through
The release highlights also cover Sales Engagement, a separate app available on request. It organises outreach through emails, calls and tasks, with scheduling and an execution panel that gives reps the context for their next activity. Task steps can include viewing a LinkedIn profile or sending a connection request, carried out by the rep.
Templates support macros, including sender information, and unsubscribe links. Safety controls include active-prospect limits per rep, daily email caps per user, and automatic handling of replies, bounces and opt-outs. Delivery respects recipients’ time zones and configured business hours.
For a business where follow-up depends on individual reminders, this brings consistency. A post-demo sequence can set out when to send information and when a salesperson should call.
The process still needs designing. Decide who should enter, what a useful follow-up looks like, and when a reply should change the next step. Include the rules for stopping contact and handing a conversation to a person. Those decisions give a sequence its purpose.
Scheduled segments: keep marketing activity aligned with your team’s capacity
Scheduled segments are one of the more practical marketing changes. From 10.1, Creatio can refresh segment membership on a schedule, re-evaluating entry and exit rules automatically.
One of our clients is already using scheduled segments alongside the updated marketing preferences. Before, someone on their team rebuilt campaign lists by hand each week and checked them against opt-outs in a spreadsheet, which took around 2 hours every week. Now their segments refresh automatically every day, using entry and exit rules based on each contact’s marketing preferences. People who opt out drop out of the audience without anyone having to remember to remove them. The team has regained approximately 8 hours per month, no longer worries about emailing someone who has unsubscribed, and provides more granular marketing opt-ins on their forms.
There is also more control over how participants move through a campaign. The Timer element can release them together, at a specified rate, or spread them across a period. Pace delivery to match the team’s capacity to handle the replies and enquiries a campaign generates.
Custom fonts and fallback fonts support brand consistency, while a separate reply-to address directs responses to the right mailbox. These are among the marketing updates confirmed by Creatio.
The client’s setup relies on the updated marketing preferences model. For businesses moving to it, the subscription migration process preserves existing opt-outs and requires the Marketing workplace to use Freedom UI. Because the migration affects consent records, test it in a non-production environment and check the results before running it live.
Email composer and templates: reduce the effort involved in everyday emails
The new visual email template designer supports service and transactional messages, with merge tags and conditional content. Rules in the message composer can pre-fill both main and CC recipients. Administrators can also enable users to attach files already held in other Creatio sections. These changes are documented in the 10.1 changelog.
For a team that regularly sends customers a document and a covering email, attaching the existing file removes the download and re-upload. Recipient rules and templates also reduce the copying involved in preparing the message.
Freedom UI filters and themes: make everyday CRM work easier
Some of the interface improvements are modest, but people use them many times a day. In Freedom UI, you can switch filter conditions off temporarily and save filters as folders. The filter panel can also be resized.
These changes make it easier to compare selections and return to a useful view without building it again.
The Theme Designer provides visual controls for brand and system colours on Enterprise and Unlimited plans. Clear labels, readable colours and a familiar layout help people find what they need.
For organisations still using Classic UI, existing dashboards can be migrated to Freedom UI using the Dashboards migrator app. It transfers supported widgets and access rights; custom components need separate attention. Choose the pages and dashboards that will help users most when planning the move or speak to our team of experts about a seamless Classic to Freedom UI migration.
WhatsApp integration: keep conversations connected to the customer record
Creatio 10.1 adds a direct WhatsApp Business connection through Meta’s Cloud API, alongside the supported Twilio route. Teams can handle conversations in Creatio, with contact matching, communication history and delivery statuses. The release notes set out the channel’s capabilities.
If customers already use WhatsApp to contact you, keeping that context available helps colleagues pick up the conversation. It also reduces the need to pass messages between the person receiving an enquiry and the colleague responsible for the customer. Confirm the available outbound marketing functions separately before building them into a campaign plan.
AI Studio: choose improvements around a defined job
AI Studio has its own update cycle, so the capabilities shown alongside 10.1 should be considered separately from the platform upgrade.
Recent AI Twin chat improvements include dictation, expandable tables that can be copied into spreadsheets, and automatically generated conversation titles. These make established AI tasks easier to carry out or revisit.
There is also an ownership distinction between Personal and Enterprise agents. Personal agents belong to their creator; Enterprise agents belong to the organisation and follow its role permissions. A successful individual experiment gives you something to evaluate before extending it to a wider team.
Platform model settings let administrators choose models for agents following the platform default and for tasks such as generating conversation titles. A default-model change also affects existing agents using that setting, so include them in testing.
With voice calls enabled, agents can see a caller’s camera or shared screen through the Web Chat channel’s visual capabilities. Animated avatars, including Anam-related options, are also supported. These features require organisation enablement and configuration.
An agent summarising an account before a meeting needs a different assessment from one carrying out a shared customer process. Choose a defined job, check the output and give somebody responsibility for its ongoing use.
Decide what your business should do next
For most clients, we would prioritise Freedom UI pivot tables and the email composer improvements, alongside scheduled segments where marketing is in use. They tackle recurring reporting, message preparation and audience maintenance: work that is easy to recognise and measure.
“My first priority would be AI Studio’s governance settings. As users start building agents with AI Twin and sharing them with colleagues, you need to know what those agents can do, how they’re shared and where approval is required. Without that oversight, your team can consume AI credits faster than expected.
I think many of our clients will benefit from having an AI super user responsible for this. We’re already seeing businesses hire in-house AI experts to guide their use of the technology. Making sure that person can also administer Creatio AI Studio will be important as adoption grows.”
Darren Body, Head of Customer Success, Collier Pickard
Start with one recurring task. Record the steps and the time involved today, then assess which updates will remove some of that work.
Measure the result against that starting point: less preparation, more consistent follow-up, or fewer records to reconcile. Give the change an owner and review how people use it. That provides a practical business case for the next improvement.
If you want to understand which changes would improve your current Creatio setup, speak to your Collier Pickard account manager or get in touch. We can help you prioritise the work around the processes your team needs to run.
