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*Deals are selected by our commerce team
CRM (Customer Relationship Management) systems offer numerous benefits for businesses looking to streamline operations and improve customer interactions. They centralize customer data, providing a comprehensive view of each client's journey, preferences, and history with the company. They also facilitate better collaboration across teams, help ensure no important details slip through the cracks, and deliver insights that can inform targeted email marketing campaigns. And by automating tedious tasks like data entry and follow-ups, they free up valuable time for staff to focus on revenue-generating activities.
But given the multitude of options available, selecting the right CRM system can be a daunting task. Some offer just the features essential for small businesses, while others are robust enough to meet the demands of large enterprises. That's why we meticulously assess solutions from leading vendors to help ease your decision-making process. So, if you’re ready to up your customer relationship game, read on for our top recommendations and valuable tips on comparing your options.
Table of Contents
Salesforce Sales Cloud Lightning Professional
Best Overall
Why We Picked It
Salesforce basically wrote the book on CRM, and has maintained its lead even as younger, more agile competitors have risen to challenge it. There's probably no feature you could want from a CRM that Salesforce can't deliver. What's more, its pricing is tiered such that its entry-level Salesforce Essentials offering is affordable even to small businesses.
Who It's For
You really can't go wrong with Salesforce—unless, that is, it offers that much more than you ever expect to need. Salesforce is one of the few products we tested that truly scales up to the needs of the largest enterprises. However, if your ambitions aren't quite that lofty, you might want to explore some other options, which could get you started faster and be lighter on your pocketbook.
PROS
- Wide range of advanced features and customizations
- Powerful social collaboration options and third-party app marketplace
- Outstanding workflows and solid performance
CONS
- Comes with a steep learning curve
- Pricey
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI | |
| Multi-Currency Support | |
| Pipeline Management | |
| Integrated Email Marketing | |
| Analytics | |
| Custom Dashboards | |
| Email Routing | |
| REST API | |
| 24-Hour Support | |
| Phone Support | |
| User Forums |
Zoho CRM
Best for Zoho Platform Customers
Why We Picked It
Zoho offers an extensive suite of SaaS business software, and its CRM offering is a standout tool. Its feature set rivals even behemoth Salesforce. Its latest additions include Zia, an AI-powered analytics engine for spotting sales trends and anomalies; and Canvas, a drag-and-drop interface editor. It doesn't hurt that Zoho CRM is priced within reach of smaller teams.
Who It's For
Zoho CRM has a lot to recommend to any business. If you're already using other products in the Zoho portfolio, it's practically a no-brainer. Only Salesforce will give you more features with a more polished UI. Then again, if you like the idea of the Zoho suite, but feel daunted by Zoho CRM's feature set, you should consider Bigin by Zoho, the company's lightweight CRM designed specifically for small businesses.
PROS
- Deep feature set
- Near-total customizability, especially with Canvas Builder
- Flexible AI layer at higher price tiers
- Integrated gamification features
CONS
- Steep learning curve
- Most advanced features only accessible at the higher-priced tiers
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI | |
| Multi-Currency Support | |
| Pipeline Management | |
| Integrated Email Marketing | |
| Analytics | |
| Custom Dashboards | |
| Email Routing | |
| REST API | |
| 24-Hour Support | |
| Phone Support | |
| User Forums |
HubSpot CRM
Easiest to Use
Why We Picked It
HubSpot is a hybrid tool that combines CRM with marketing and help desk capabilities. That union might make it more compelling to some businesses than other, standalone offerings, even if its CRM feature set isn't quite as rich. It also shines in its ability to get teams up and running quickly, typically within a couple of weeks.
Who It's For
If you're starting at square one with CRM, and you'd like marketing and service tools to go along with it, HubSpot could be a good pick. Its integrated approach means your teams won't need to switch between multiple tools. Just check your budget first, because HubSpot comes at a premium price.
PROS
- Robust feature set
- Generous free version
- New support for integrated payment processing
CONS
- Some commonplace features are only available at higher pricing tiers
- Some features have a learning curve
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI | |
| Multi-Currency Support | |
| Pipeline Management | |
| Integrated Email Marketing | |
| Analytics | |
| Custom Dashboards | |
| Email Routing | |
| REST API | |
| 24-Hour Support | |
| Phone Support | |
| User Forums |
Freshsales CRM
Best Basic CRM
Why We Picked It
Freshsales is a solid, entry-level CRM that's suitable for most small to midsize businesses. Although it lacks features when compared to other CRMs, it has lately done a good job of building integrations with other business software, such as calendars, email marketing software, and tools like DocuSign.
Who It's For
Give Freshsales a look if you want a CRM that's functional, but won't overwhelm your sales team with features (particularly if you're already using some of the software on Freshsales' list of integrations). Its lightweight approach should let your team get up to speed and start closing deals, for which they'll thank you.
PROS
- Freshsales simplifies the CRM process for small businesses.
- Extensive customization options.
- Proactive AI assistant
- Various integrations to extend functionality.
CONS
- No reports available in the free plan.
- Determining which is the best plan can be time consuming.
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI | |
| Multi-Currency Support | |
| Pipeline Management | |
| Integrated Email Marketing | |
| Analytics | |
| Custom Dashboards | |
| Email Routing | |
| REST API | |
| 24-Hour Support | |
| Phone Support | |
| User Forums |
Zendesk Sell
Best for Integration With Zendesk Products
Why We Picked It
Zendesk has its roots in help desk software, but it later branched out into CRM. As a result, it's tightly integrated with Zendesk for Service, and its features skew toward help desks more than some other CRMs we tested. Even so, it's feature-rich enough to serve as a general-purpose CRM for any organization.
Who It's For
If you're already a Zendesk customer, this is probably the CRM for you. It's also well worth a look if a help desk is your primary use case. If, on the other hand, you need marketing automation features more than service support, you should probably look elsewhere.
PROS
- Excellent integration with Zendesk's help desk software
- Explorer feature has useful reporting options
- Easy onboarding and team-creation features
- Useful Smart Lists
CONS
- Quickly gets pricey beyond the lowest tier
- Limited pipelines, even at the highest-priced tiers
- Basic email and template editor
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI | |
| Multi-Currency Support | |
| Pipeline Management | |
| Integrated Email Marketing | |
| Analytics | |
| Custom Dashboards | |
| Email Routing | |
| REST API | |
| 24-Hour Support | |
| Phone Support | |
| User Forums |
Less Annoying CRM
Best for Start-Ups
Why We Picked It
Less Annoying CRM is positioned as an affordable turnkey system for small businesses and sole proprietors. It offers a good collection of essential features, combined with flat-rate pricing that's among the cheapest of all the products we tested. Ease of use is its key selling point, which is great for companies with limited CRM experience. Its user interface is straightforward and approachable. Also, Less Annoying's responsive web UI works as well on mobile devices as it does on desktop browsers.
Who It's For
Budget-conscious companies should give Less Annoying CRM a look, but it's also a good choice for businesses that want a stripped-down, easy-to-use CRM that doesn't require a lot of complicated setup and configuration. Just be aware that its design simplicity means it's less feature-rich than more enterprise-ready solutions. For example, Less Annoying's reporting functions are relatively weak compared to those of more sophisticated systems. Although you can extend the system's capabilities with Zapier integrations, that added complexity might negate some of what makes it "less annoying."
PROS
- One affordable plan
- Plenty of support and help options
- Looks great on mobile
CONS
- Limited reporting capabilities
- No way to add dedicated leads
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI | |
| Multi-Currency Support | |
| Pipeline Management | |
| Integrated Email Marketing | |
| Analytics | |
| Custom Dashboards | |
| Email Routing | |
| REST API | |
| 24-Hour Support | |
| Phone Support | |
| User Forums |
Creatio CRM
Best for Large Sales Teams
Why We Picked It
Sales Creatio has undergone a number of name changes over the years, but it remains a top CRM choice. Its specialty is larger sales organizations, and it does a good job of catering to their needs. Creatio also offers tools for business process management (BPM), marketing automation, and help desks, enabling customers to address multiple business objectives in a unified way.
Who It's For
Sales Creatio is more than capable of scaling to meet the needs of salesforces of any size. That being said, it's complex, and that complexity might make it frustrating for smaller organizations with more modest needs. However, if you have specific needs and are willing to take the plunge, Creatio's low-code development tools allow almost limitless customization.
PROS
- Multifaceted and highly customizable unified business solution
- Rooted in solid CRM functionality
- Creatio CRM helps SMBs streamline processes from lead management to closing
CONS
- Relatively short trial period
- Hefty feature set
- Customization can be daunting at the outset
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI | |
| Multi-Currency Support | |
| Pipeline Management | |
| Integrated Email Marketing | |
| Analytics | |
| Custom Dashboards | |
| Email Routing | |
| REST API | |
| 24-Hour Support | |
| Phone Support | |
| User Forums |
SugarCRM Sugar Sell
Best Customization
Why We Picked It
SugarCRM is notable because it is one of the earliest players in the CRM field, beginning life as an open-source project. The latter fact makes it the most developer-oriented CRM we've tested so far. Every module, portal, and report is editable. That means that, with effort, you'll be able to squeeze every last benefit out of your CRM.
Who It's For
If you know exactly what you want out of your CRM, SugarCRM can show you how to get it. The trade-off is complexity. Large organizations that want to extensively customize the system may find themselves needing assistance from support. And smaller organizations who just want to get up and go might be confounded by the many SugarCRM options. In that case, choose a more SMB-friendly product.
PROS
- Deep feature set
- AI-powered data analysis
- Useful Dashlet reports
- Tightly integrated with help desk and marketing platforms
- Great developer tools for customization
CONS
- Complex enough to require a significant learning curve for new users
- Stodgy list-based UI
- Expensive, especially at the higher pricing tiers
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI | |
| Multi-Currency Support | |
| Pipeline Management | |
| Integrated Email Marketing | |
| Analytics | |
| Custom Dashboards | |
| Email Routing | |
| REST API | |
| 24-Hour Support | |
| Phone Support | |
| User Forums |
Apptivo CRM
Best for Small Businesses
Why We Picked It
Apptivo CRM is an affordable and highly customizable platform that aims to be a one-stop solution for all your business software needs. In addition to essential CRM functionality, it also includes tools for such tasks as accounting, invoicing, and project management. It's easy to use and includes support for Android and iOS mobile devices.
Who It's For
Companies that want the convenience of running every aspect of their business from one app will appreciate what Apptivo has to offer. Unfortunately, it has a relatively short list of third-party integrations, so if you've previously used other accounting or project management software, you might find yourself manually importing that data.
PROS
- Comprehensive feature set with various customization options
- Outstanding mobile applications, granular security controls, and 24-hour support
CONS
- Performance can feel sluggish
- Could use extended APIs
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI | |
| Multi-Currency Support | |
| Pipeline Management | |
| Integrated Email Marketing | |
| Analytics | |
| Custom Dashboards | |
| Email Routing | |
| REST API | |
| 24-Hour Support | |
| Phone Support | |
| User Forums |
Insightly CRM
Best for Growth-Stage Businesses
Why We Picked It
Insightly delivers a lot of bang for your CRM buck. It's one of the easiest to use among the systems we tested, even if it's not quite as feature-rich as some. Importing data is a smooth process. Insightly's built-in reporting engine is AI-powered, and it provides one-button data export to Microsoft Power BI.
Who It's For
Teams won't dread using Insightly, even if they have little or no previous CRM experience. Its straightforward UI makes tasks easy, even if it's not particularly visually pleasing. However, if you need email marketing or help desk capabilities, be aware that Insightly only provides these as separate, add-on products.
PROS
- Smooth data input and sharing
- Slick interface that's consistent and easy to pick up
- Highly customizable
- Easy integration with Insightly's help desk and marketing apps
CONS
- Expensive high-end tiers
- Lacks advanced features like custom workflows
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI | |
| Multi-Currency Support | |
| Pipeline Management | |
| Integrated Email Marketing | |
| Analytics | |
| Custom Dashboards | |
| Email Routing | |
| REST API | |
| 24-Hour Support | |
| Phone Support | |
| User Forums |
Pipedrive CRM
Best for Deal-Oriented Sales Teams
Why We Picked It
Pipedrive is a deal-driven CRM with much going for it. It has a good-looking UI that's easy to pick up, and bundles a customizable chatbot that companies can add to their websites for lead generation. In addition, it has proactive deal-tracking capabilities that automatically tracks and organizes calls and emails, and synchronizes schedules across devices.
Who It's For
Deal-driven sales teams should find Pipedrive a natural fit. Its graphical deal pipeline view and streamlined UI won't get in the way of closing sales. However, if you want lots of customization and third-party integrations, Pipedrive doesn't offer as much to choose from as some competitors. Others may see this straightforward approach as a plus.
PROS
- Offers an intuitive interface and deal-driven workflow
- Solid mobile apps plus call and email synchronization
- Helps SMBs keep on top of their CRM process
CONS
- Limited functionality for the price
- No separation between lists of new leads and contacts
SPECS
| Name | Value |
|---|---|
| Document Library | |
| Live Chat | |
| Chatbot/Conversational AI |