Evan TarverContributor
Evan is a writer and entrepreneur with a background in technology and content marketing. He is currently the Head of Growth at Sagetap.io. Previous to Sagetap, he was was co-founder & CEO of the online publication Selling Signals, which was acquired in 2022, and served as General Manager for the online publication Fit Small Business.
Evan Tarver
Evan TarverContributor
Evan is a writer and entrepreneur with a background in technology and content marketing. He is currently the Head of Growth at Sagetap.io. Previous to Sagetap, he was was co-founder & CEO of the online publication Selling Signals, which was acquired in 2022, and served as General Manager for the online publication Fit Small Business.
Contributor
Cassie Bottorffeditor
Cassie is a deputy editor collaborating with teams around the world while living in the beautiful hills of Kentucky. Focusing on bringing growth to small businesses, she is passionate about economic development and has held positions on the boards of directors of two non-profit organizations seeking to revitalize her former railroad town. Prior to joining the team at Forbes Advisor, Cassie was a content operations manager and copywriting manager.
Reviewed
Cassie Bottorff
Cassie Bottorffeditor
Cassie is a deputy editor collaborating with teams around the world while living in the beautiful hills of Kentucky. Focusing on bringing growth to small businesses, she is passionate about economic development and has held positions on the boards of directors of two non-profit organizations seeking to revitalize her former railroad town. Prior to joining the team at Forbes Advisor, Cassie was a content operations manager and copywriting manager.
editor
Reviewed
Updated: Jan 2, 2024, 4:01pm
Editorial Note: We earn a commission from partner links on Forbes Advisor. Commissions do not affect our editors' opinions or evaluations.
Customer relationship management (CRM) software is a tool that helps salespeople and businesses manage interactions with prospects and customers. In addition to core CRM features such as sales pipeline management and robust reporting, the best CRM software providers offer advanced features such as document management, lead scoring, quote estimates and autodialer functionality.
The best CRM software for you will be based on your specific use case and needs. To help you choose the right CRM tool, we’ve put together a list of the top 15 CRM providers, including a breakdown of features, benefits, pricing and what use-case each is best for.
Read more
The Best CRM Software of 2024
- Zoho CRM: Best for overall features and value
- Salesforce: Best for reporting and analytics
- monday sales CRM: Best for project management and sales
- Apptivo: Best for a suite of business apps
- Agile CRM: Best feature-rich free option
- HubSpot: Best CRM for sales, marketing and service
- Bitrix24: Best for paid social media marketing
- HoneyBook: Best for full client management
- Nimble CRM: Best for a simple pricing structure
- Salesmate: Best for built-in calling and text
- Zendesk Sell: Best CRM with help desk integrations
- Pipedrive: Best for à la carte add-ons
- Freshsales: Best for AI-powered sales features
- Insightly: Best for traveling salespeople
- SharpSpring: Best for marketing automation features
Why You Can Trust Forbes Advisor Small Business
Best for Overall Features and Value
Zoho CRM
4.8
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
Yes, up to three users
Paid plans
$14 to $52 monthly per user
(paid annually)
Standout features
Multiple pipelines, marketing automation, multichannel communication
On Zoho's Website
Yes, up to three users
$14 to $52 monthly per user
(paid annually)
Multiple pipelines, marketing automation, multichannel communication
Editor's Take
Zoho CRM is a full-featured and well-priced CRM that offers sales and marketing features with robust product customization. Zoho CRM offers a basic free forever plan for up to three users as well as paid plans ranging from $14 to $52 per user, per month, paid annually. In addition to core sales pipeline management features, the CRM includes advanced features such as lead scoring, sales forecasting, lead assignment, email templates, mass email and more.
In addition to its CRM, Zoho also offers a help desk, email service provider and accounting platform. While you have to purchase these platforms separately, they do integrate well with Zoho CRM and could be a good option if you need these solutions in addition to core sales and marketing features. While Zoho CRM is a great solution, some features such as unlimited storage and price quotes either cost extra or are only available in premium tiers.
Learn more: Read our full Zoho CRM review.
Who should use it:
Anyone looking for a robust CRM software offering a range of sales and marketing features for a reasonable price.
Pros & Cons
- Free plan available
- 15- to 30-day free trial for paid plans
- Workflow automations
- Free plan is limited
- Limited custom fields
- Some key features cost extra
Best for Reporting and Analytics
Salesforce
4.3
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
None
Paid plans
$25 to $330 per user
per month
Standout features
Robust reporting, pipeline customization, product catalogs
On Salesforce's Website
None
$25 to $330 per user
per month
Robust reporting, pipeline customization, product catalogs
Editor's Take
Salesforce is a leading CRM system known for its powerful reporting and sales pipeline management features. Plans start at $25 per user, per month, paid annually, and can get as high as $330 per monthly user, paid annually. Salesforce does not offer a free option but does offer a 30-day free trial so you can try before you buy. The Salesforce CRM offers advanced workflow automation, team collaboration, lead scoring and a built-in AI available at all tiers.
Its most notable feature set, however, includes its robust reporting capabilities. Create customizable reports and dashboards to stay on top of all your key performance indicators. Forecast your sales activities using real-time data and visualize historical trends using embedded charts and graphs. However, many of these reporting features are only available in the CRM’s premium tiers.
Learn more: Read our full Salesforce CRM review.
Who should use it:
Larger sales teams or businesses needing advanced sales reporting, pipeline customizations and collaboration features.
Pros & Cons
- Robust customization options
- Advanced reporting dashboards
- Over 1,000 third-party integrations
- No free plan available
- Can be hard to set up and use
- Powerful but expensive option
monday sales CRM
4.3
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
No
Paid plans
$10 to $24 per user
per month
Standout features
Project boards, quotes and invoices, account management
On monday.com's Website
No
$10 to $24 per user
per month
Project boards, quotes and invoices, account management
Editor's Take
The monday.com project management CRM has a visually appealing and easy-to-use interface. It offers paid tiers between $10 to $24 per user, per month, paid annually. However, there is a minimum of three seats required for all plans, meaning that the lowest you can pay is $30 per month for up to three users, paid annually. While monday does offer a free option, this plan’s features are limited to basic task management as opposed to the CRM platform’s features. The monday.com platform offers all the core CRM features you’d expect, such as unlimited customizable pipelines.
In addition to these core features, monday.com also offers a range of project management and account management features to help you manage ongoing client relationships as well as internal projects. Take advantage of the tool’s unlimited boards to organize your project work with premade templates you can customize for your own needs. Leverage monday’s account management features to onboard clients and manage contract renewals.
Learn more: Read our full monday.com review.
Who should use it:
Businesses or sales teams that need sales, project management and account management capabilities.
Pros & Cons
- Project and account management capabilities
- Easy-to-use dashboard
- 200-plus board and automation templates
- Pricing can be confusing
- Minimum three seats for paid plans
- Some project features are buggy
Best for a Suite of Business Apps
Apptivo
4.3
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
None
Paid plans
Standout features
Custom fields, workflow automation, configure price quote (CPQ)
Via partner site
None
$8 to $25 per user
per month
Custom fields, workflow automation, configure price quote (CPQ)
Editor's Take
Apptivo is an all-in-one CRM software solution with a suite of apps available for sales, marketing, product management, human resources and finance. Paid plans start as low as $8 monthly per user, paid annually, with premium plans up to $25 monthly per user. Discounts are available if plans are paid annually. Included in Apptivo’s capabilities are features such as lead management, customer management, contact management, sales planning and territory management.
Apptivo offers 18 business apps in its starter tier and over 50 business apps in its highest tier. While it offers a lot of customization options, the number of customizations you can make for things such as dashboards, workflows and fields is capped at each tier.
Who should use it:
Those needing a suite of business apps in addition to core CRM functionality.
Pros & Cons
- 24/7 customer support
- Intuitive and easy to use
- Advanced workflow automations
- Limited reports and dashboards
- Missing some third-party integrations
- Cloud storage limited
Best Feature-Rich Free Option
Agile CRM
4.2
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
Yes, up to 10 users
Paid plans
$8.99 to $79.99 per user
per month
Standout features
Appointment scheduling, form builder, help desk
Via partner site
Yes, up to 10 users
$8.99 to $79.99 per user
per month
Appointment scheduling, form builder, help desk
Editor's Take
Agile CRM offers a free tier for up to 10 users that includes features such as lead scoring, appointment scheduling, deal tracking, two-way telephony and email tracking. Many of these features, such as lead scoring, are only offered in paid plans when compared to other CRMs. Agile CRM’s paid plans start at $8.99 per monthly user if you purchase a two-year plan. Its highest-paid plan is $47.99 per monthly user if you sign a two-year contract.
Agile CRM offers features for sales, marketing and service. However, you cannot purchase these modules separately and must upgrade to one of its premium tiers to gain access to these additional features.
Who should use it:
Sales teams and businesses needing a robust free CRM option for a team of up to 10 users.
Pros & Cons
- Free plan for up to 10 users
- Sales, marketing and service features
- Educational webinars available
- Lengthy contract required for cheapest pricing
- Limited integrations and plugins
- Limited support at lower tiers
Best CRM for Sales, Marketing and Service
HubSpot
4.1
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
Yes, up to 2 users
Paid plans
$18 to $450 per month for two to five users
(paid annually)
Standout features
E-signature software, call transcription, conversation routing
On HubSpot's Website
Yes, up to 2 users
$18 to $450 per month for two to five users
(paid annually)
E-signature software, call transcription, conversation routing
Editor's Take
HubSpot is a customer-centric tool that offers CRM, marketing and service platforms you can integrate together. HubSpot’s CRM has a basic free tier for up to two users that includes core sales pipeline management features. Upgrade to one of its paid tiers and access features such as task automation, sales forecasting, conversation routing and e-sign software. Annual paid plans start at $18 per month for up to two users.
When you sign up for HubSpot’s free CRM, you also get immediate access to its free marketing, service and automation platforms that are integrated together in one interface. You can upgrade to its paid marketing or service tiers for features including live chat, forms and meeting scheduling. However, these paid marketing and service features come at an additional cost and aren’t included in the CRM plans.
Learn more: Read our full HubSpot CRM reviewand our list of best HubSpot alternatives.
Who should use it:
Businesses that want to integrate their sales, marketing and service teams together on one platform.
Pros & Cons
- Free option for up to two users
- Integrates with its marketing and service tools
- Supports multiple currencies
- Paid tiers require minimum two users
- Paid marketing and service tools cost extra
- Free option is extremely limited
Best for Paid Social Media Marketing
Bitrix24
4.1
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
Yes, unlimited users
Paid plans
$49 to $249 for five to 100 users
Standout features
Online store, website builder, paid marketing management
Via partner site
Yes, unlimited users
$49 to $249 for five to 100 users
Online store, website builder, paid marketing management
Editor's Take
Bitrix24 is a robust CRM offering core sales pipeline features as well as advanced features for online marketing. It offers a free tier for unlimited users, rare when compared to its competitors. Annual plans start at $49 per month for up to five users with its highest annual plan costing $199 per month for up to 100 users. While the per-monthly pricing is high when compared to other options, the total number of users included makes it cost-effective for larger teams.
What makes Bitrix24 stand out is its marketing features for e-commerce and online businesses. You can use the CRM tool to build a website, create web forms and manage your paid Facebook and Google Ads campaigns. It even offers an online storefront you can customize with your own products. However, Bitrix24 can be clunky and hard to use.
Learn more: Read our full Bitrix24 review.
Who should use it:
E-commerce and online businesses with larger teams that generate sales from paid social media marketing.
Pros & Cons
- Online marketing features
- Free option for unlimited users
- Project management features
- Complex user interface
- Five users minimum for paid plans
- Can be difficult to use
Best for Full Client Management
HoneyBook
4.0
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
None
Paid plans
$8 to $33 per user
per month
Standout features
Contract management, proposal management, invoicing
On HoneyBook's Website
None
$8 to $33 per user
per month
Contract management, proposal management, invoicing
Editor's Take
HoneyBook is an all-in-one client management platform offering features to help you manage end-to-end customer relationships. In addition to basic sales pipeline features that let you manage leads, it also includes client management features such as invoicing, document management, contract management, meeting scheduling and task automation. Paid plans range from $8 to $33 per user, per month, paid annually, and include a seven-day trial.
HoneyBook was created specifically for independent or small business owners who manage their entire sales process from lead generation to ongoing client management. You can even generate your own profit and loss statements to stay on top of your finances. However, it may be lacking the advanced CRM features that larger businesses need.
Learn more: Read our full HoneyBook review.
Who should use it:
Independent business owners in a creative field who manage leads and ongoing client relationships.
Pros & Cons
- Workflow automation
- Manage projects
- Accept online payments
- No free tier available
- Free trial only seven days
- Missing advanced CRM features
Best for a Simple Pricing Structure
Nimble CRM
4.0
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
None
Paid plans
$24.90 to $29.90 per user
per month
Standout features
Data enrichment, group messaging, form builder
Via partner site
None
$24.90 to $29.90 per user
per month
Data enrichment, group messaging, form builder
Editor's Take
Nimble is a CRM offering single-tier pricing starting at $24.90 monthly per user, paid annually. It offers up to 25,000 contact records, integrations with Microsoft 365 and Google Workspace as well as a sales prospecting browser extension that helps you connect with leads. Take advantage of its free 14-day trial to test out if Nimble is right for you.
Find missing contact information using Nimble’s data enrichment features and send personalized outreach at scale with group messaging. You can also take advantage of its online form builder to generate inbound leads. Because of its one-tier pricing, those needing a more basic solution might find the CRM too expensive, but the price is discounted $5 per month if users commit to a full year up front.
Who should use it:
Those needing a no-frills CRM solution with straightforward pricing and solid prospecting features.
Pros & Cons
- Single-tier pricing structure
- 14-day free trial
- Sales prospecting tools
- Doesn’t offer multiple tiers
- Limit on contact records
- Limit on group messaging
Best for Built-in Calling and Text
Salesmate
4.0
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
None
Paid plans
$12 to $40 monthly per user
(paid annually)
Standout features
Calling and text, web forms, custom roles
Via partner site
None
$12 to $40 monthly per user
(paid annually)
Calling and text, web forms, custom roles
Editor's Take
Salesmate is an intuitive and easy-to-use CRM offering tiers between $12 and $40 per month, per user, paid annually. Month-to-month plans are also available for a higher rate. All paid tiers include a free 15-day trial. Salesmate’s dashboard is uncluttered and clean, and the tool offers all the core sales pipeline management features you’d expect.
In addition, the CRM comes with a built-in phone dialer with calling and text available at all tiers. Upgrade to a premium tier to gain access to advanced calling features such as an autodialer and voice mail drop. Premium tiers also include product management, team management, custom dashboards and automated workflows. However, the CRM doesn’t offer a free tier.
Who should use it:
Businesses with salespeople or teams who make a lot of outbound calls.
Pros & Cons
- Autodailer and voice mail drop features
- Add-on upgrades available
- Easy-to-use dashboard
- Customer support could be improved
- Missing some marketing and service features
- Add-on upgrades cost extra
Best CRM With Help Desk Integrations
Zendesk Sell
3.9
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
None
Paid plans
$19 to $115 monthly per user
(paid annually)
Standout features
Built-in dialer, custom reports, price book
On Zendesk Sell's Website
None
$19 to $115 monthly per user
(paid annually)
Built-in dialer, custom reports, price book
Editor's Take
Zendesk Sell is a leading CRM platform from Zendesk, which also offers a separate help desk platform. Annual plans start at $19 monthly per user (if paid annually), and go up to $115 monthly per user (paid annually). All paid plans include a 14-day free trial. Month-to-month plans are available as well, but cost a bit more.
Zendesk Sell offers customizable pipelines, pre-built and customizable sales dashboards, appointment setting, product and price books and a built-in dialer. You can track and record calls as well as make business texts.
In addition to its CRM, Zendesk also offers a help desk that you can integrate with your CRM. With Zendesk Service, you can manage support tickets, create chatbots and communicate with customers via social media and more. However, Zendesk Service must be purchased separately from Zendesk Sell, making it costly for some.
Learn more: Read our full Zendesk Sell review.
Who should use it:
Businesses that need a robust CRM that integrates natively with an online help desk.
Pros & Cons
- Pre-built sales dashboards
- Integrates with Zendesk Service
- User-friendly interface
- Limited number of pipelines
- Can be pricey for some
- Customer service platform costs extra
Best for à la Carte Add-Ons
Pipedrive
3.9
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
None
Paid plans
$14.90 to $64.90 monthly per user
(if paid annually)
Standout features
Website visitor tracking, project management, lead database
On Pipedrive's Website
None
$14.90 to $64.90 monthly per user
(if paid annually)
Website visitor tracking, project management, lead database
Editor's Take
Pipedrive is a leading CRM known for its visual pipeline functionality that helps you manage contacts, leads and prospects with ease. Plans range from $14.90 to $64.90 per user, per month (billed annually) with a free 14-day trial for all paid plans. Pipedrive does not offer a free tier, but does have plans with monthly billing available for a higher rate. In addition to robust pipeline management tools, it also offers an automation builder, video call scheduler, revenue forecasting and project planning.
What sets Pipedrive apart, however, are its add-on upgrade features. For an additional fee, you can choose to include website visitor tracking, lead generation, email marketing, document management or project management functionality. The upside is you only have to pay for the features you want. The downside is these cost extra in addition to your core CRM fee.
Learn more: Read our full Pipedrive review.
Who should use it:
Those looking for a well-rounded and easy-to-use CRM with the ability to only pay for the additional features you need.
Pros & Cons
- Intuitive visual pipeline
- 24/7 multi-language support
- Send customizable email campaigns
- Some features cost extra
- Missing some native marketing features
- Limited custom fields and reports
Best for AI-Powered Sales Features
Freshsales
3.9
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
Yes, up to three users
Paid plans
$15 to $69 monthly per user
(billed annually)
Standout features
Auto-assignment rules, territory management, robust reporting
Via partner site
Yes, up to three users
$15 to $69 monthly per user
(billed annually)
Auto-assignment rules, territory management, robust reporting
Editor's Take
Freshsales is the CRM offered by Freshworks, which also offers marketing and service platforms. Freshsales is an easy-to-use CRM with a free option for up to three users. However, its free tier is lacking a visual pipeline and reporting and is best used for contact management only. Upgrade to a paid tier between $15 and $69 monthly per user (paid annually) and gain access to powerful sales management features. Month-to-month plans are also available for a higher rate.
Most notable among these features is Freshsales’ AI-powered lead scoring, deal insights and sales forecasting—great for those looking to make data-driven decisions. Freshsales also offers territory management, a built-in dialer and automated workflows that make it well-suited for field salespeople and teams.
Learn more: Read our full Freshsales review.
Who should use it:
Those who want to supercharge their lead scoring and revenue forecasting with the power of AI.
Pros & Cons
- AI-powered sales tools
- Clean and intuitive dashboard
- Custom dashboards and reports
- Customer support only on weekdays
- Free tier is limited
- Missing some marketing features
Best for Traveling Salespeople
Insightly
3.9
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
None
Paid plans
$29 to $99 monthly per user
(billed annually)
Standout features
Role-based permissions, project management, customization
Via partner site
None
$29 to $99 monthly per user
(billed annually)
Role-based permissions, project management, customization
Editor's Take
Insightly is a CRM known for its project management features. While it doesn’t offer a free tier, annual paid plans range from $29 to $99 per user, per month (billed annually) with a 14-day free trial for all plans. Take advantage of Insightly’s core CRM features such as lead routing and automated emails. Then, leverage its project management features such as task management and project dashboards.
However, one of its standout feature sets is its mobile app functionality. Sync data seamlessly between your desktop and mobile device. Scan business cards via the app and add contact records to your sales pipeline. You can even add mobile voice notes and integrate your mobile calendar with the app.
Learn more: Read our full Insightly review.
Who should use it:
Businesses with field salespeople who need to manage their sales pipeline on the go.
Pros & Cons
- Mass emailing available on all plans
- Highly customizable dashboards
- Integrates well with third-party apps
- Customer support only offered via email
- Doesn’t include lead scoring
- Built-in dialer and call routing cost extra
Best for Marketing Automation Features
SharpSpring
3.8
Our ratings take into account a product's cost, features, ease of use, customer service and other category-specific attributes. All ratings are determined solely by our editorial team.
Free plan
None
Paid plans
$449 per month
Standout features
SMS marketing, email marketing, A/B testing
Via partner site
None
$449 per month
SMS marketing, email marketing, A/B testing
Editor's Take
SharpSpring is a CRM offered by Constant Contact, a leading marketing automation platform. SharpSpring only offers one tier at $449 per month for your entire organization. This may be pricey for some but is a good option for businesses with large teams or those who need powerful marketing automation features. With SharpSpring, you can manage your email marketing efforts using templates, automations and A/B testing.
In addition to email marketing, SharpSpring also offers SMS marketing, social media marketing and event marketing features. Also included is robust campaign reporting so you can stay on top of your marketing efforts. Of course, SharpSpring also offers core CRM features to help sync your marketing and sales.
Who should use it:
Businesses that generate inbound leads and market to those leads using email and text.
Pros & Cons
- Email marketing templates
- Landing page builder
- E-commerce tools for online sales
- Single-tier pricing can be costly for SMBs
- Missing some advanced sales features
- Branding can be confusing due to relationship with Constant Contact
Forbes Advisor Ratings
| Company | Company - Logo | Forbes Advisor Rating | Forbes Advisor Rating | Free plan | Paid plans | Standout features | Learn More CTA text | Learn more CTA below text | LEARN MORE |
|---|---|---|---|---|---|---|---|---|---|
| Zoho CRM |  | 4.8 |  | Yes, up to three users | $14 to $52 monthly per user (paid annually) | Multiple pipelines, marketing automation, multichannel communication | Learn More | On Zoho's Website | |
| Salesforce |  | 4.3 |  | None | $25 to $330 per user, per month | Robust reporting, pipeline customization, product catalogs | Learn More | On Salesforce's Website | |
| monday sales CRM |  | 4.3 | | No | $10 to $24 per user, per month | Project boards, quotes and invoices, account management | Learn More | On monday.com's Website | |
| Apptivo |  | 4.3 | | None | $8 to $25 per user, per month | Custom fields, workflow automation, configure price quote (CPQ) | Learn More | Via partner site | |
| Agile CRM |  | 4.2 |  | Yes, up to 10 users | $8.99 to $79.99 per user, per month | Appointment scheduling, form builder, help desk | Learn More | Via partner site | |
| HubSpot |  | 4.1 |  | Yes, up to 2 users | $18 to $450 per month for two to five users (paid annually) | E-signature software, call transcription, conversation routing | Learn More | On HubSpot's Website | |
| Bitrix24 |  | 4.1 | | Yes, unlimited users | $49 to $249 for five to 100 users | Online store, website builder, paid marketing management | Learn More | Via partner site | |
| HoneyBook |  | 4.0 | | None | $8 to $33 per user, per month | Contract management, proposal management, invoicing | Learn More | On HoneyBook's Website | |
| Nimble CRM |  | 4.0 | | None | $24.90 to $29.90 per user, per month | Data enrichment, group messaging, form builder | Learn More | Via partner site | |
| Salesmate |  | 4.0 | | None | $12 to $40 monthly per user (paid annually) | Calling and text, web forms, custom roles | Learn More | Via partner site | |
| Zendesk Sell |  | 3.9 | | None | $19 to $115 monthly per user (paid annually) | Built-in dialer, custom reports, price book | Learn More | On Zendesk Sell's Website | |
| Pipedrive |  | 3.9 | | None | $14.90 to $64.90 monthly per user (if paid annually) | Website visitor tracking, project management, lead database | Learn More | On Pipedrive's Website | |
| Freshsales |  | 3.9 | | Yes, up to three users | $15 to $69 monthly per user (billed annually) | Auto-assignment rules, territory management, robust reporting | Learn More | Via partner site | |
| Insightly |  | 3.9 | | None | $29 to $99 monthly per user (billed annually) | Role-based permissions, project management, customization | Learn More | Via partner site | |
| SharpSpring |  | 3.8 | | None | $449 per month | SMS marketing, email marketing, A/B testing | Learn More | Via partner site |
What Is CRM Software?
CRM software is a sales pipeline and customer relationship tool that salespeople and businesses use to manage interactions with leads, prospects and customers. CRM software allows you to create a visual sales pipeline broken down by stages that mirror your overall sales process. It then offers features to help track leads and opportunities as they move through each stage of your sales pipeline toward deal-close.
Start by creating a sales pipeline with individual pipeline stages. From there, set up actions or benchmarks that leads must meet in order to move from one stage to the next. Then, begin generating leads through inbound or outbound methods and track those leads through each stage of your sales process using your CRM. Some CRM tools even offer account management features to help you manage the post-sale customer relationship once a deal is closed.
In addition to the core sales pipeline management features mentioned, the top CRM software also include features such as reporting dashboards, workflow automations, collaboration tools, lead qualification, document management with e-sign capabilities, built-in telephony and industry functionality for niche-specific use cases. The right CRM software for you will depend on your specific sales process and the unique needs of your business.
Related: 10 CRM Best Practices
Benefits of CRM Software
There are many benefits of CRM software related to the ongoing management of customer relationships as leads and prospects move through your sales pipeline. The top CRM software benefits include the following:
- Manage your overall sales pipeline: The number one benefit of CRM software is that it helps you manage your sales process with a visual pipeline broken down into specific stages. At each stage, leads must take a specific action or meet specific criteria in order to move to the next stage.
- Improve customer relationships: CRM software helps manage your overall customer relationships from lead generation to deal-close and beyond.
- Improve your customer service: Some CRM software providers offer account management features to help you or your team manage the post-sale customer relationship.
- Automate repetitive sales and marketing tasks: All of the top CRM software options include some level of workflow automation and project management capabilities. For example, you can set up automation triggers to send a prospecting email to a lead based on defined behaviors.
- Collaborate with team members: Most CRM providers help salespeople collaborate within their teams as well as help the sales and marketing teams collaborate with each other on lead generation and lead nurturing.
- Manage your marketing campaigns: There are some marketing CRM software available that can manage organic and paid marketing campaigns to help you better generate good-fit leads.
- Qualify good-fit leads: Lead scoring and lead qualification features are common amongst leading CRM tools, helping you automatically rate leads based on pre-defined criteria to qualify the best leads as prospects with a high likelihood of becoming a customer.
- Track key reporting metrics: Use pre-built reporting templates or create customizable reporting dashboards that track key performance indicators across individual salespeople as well as the overall team.
- Manage overall employee productivity: Track employee sales activity such as the number of calls made over a defined period of time to ensure salespeople are staying on task.
- Create and track important documents: Leverage document templates or create your own documents such as proposals and contracts. Some CRM software even includes e-signature functionality so you can get deals done more quickly and track signed documents directly from your CRM.
The overall benefits of CRM software are numerous and ultimately depend on the features included with your chosen CRM provider. Let’s now take a look at how to choose the best CRM option for you so you can take full advantage of these benefits.
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How To Choose the Best CRM Software
The best CRM software includes all the core sales pipeline management features you’d expect as well as key advanced features for a reasonable price. When choosing the right CRM provider for your specific needs, make sure you not only assess essential, advanced and industry-relevant features but also pricing, ease of use and customer support. Let’s now take a look at how to choose the best CRM software for you:
Essential Features
Essential features are core CRM features that all providers offer. When choosing your CRM software, make sure that it includes the following as a baseline:
- Contact management: All CRM software should help you manage your sales and marketing contacts with basic contact records and customizable contact fields.
- Pipeline management: Visual sales pipelines with individual pipeline stages that mirror your specific sales process are core to all CRM software.
- Customizable dashboards: Your CRM tool should offer dashboards with pre-built templates and the ability to customize your dashboard layout and content to fit your unique needs.
- Reporting and analytics tools: All CRM providers include some level of reporting and analytics tools. Some offer basic reporting with report templates, while others offer customizable reporting dashboards that let you track your key performance indicators.
- Document management library: Your CRM should include the ability to manage important documents such as proposals. Some even offer e-signature capabilities to track and manage contracts from directly within your CRM.
- Third-party integrations: Does your CRM software include third-party integrations with important tools such as email applications including Outlook or Gmail?
- VoIP or mobile telephony: Many of the leading CRM systems offer mobile or VoIP telephony systems so you can make and receive business calls directly from within the platform. Some will also include features such as autodialing and call recording.
- Workflow automations: Top CRM software include workflow features that help you automate repetitive tasks and manage ongoing projects. These workflow automations are offered both natively and through third-party integrations.
- Supports international businesses: If you have a business that deals in international currency, many CRM providers can help manage multiple currencies.
Related: 10-Step Guide To Implementing a CRM
Advanced Features
In addition the the core CRM features offered by most providers, it’s also important to assess available advanced features to ensure that your chosen CRM tool meets your specific needs, such as the following:
- Team collaboration: Some CRM software excel at collaboration between team members. This includes both team members within the sales team as well as the collaboration between the sales and marketing teams.
- Generate quotes and estimates: Advanced CRMs also give you the ability to generate quotes and estimates based on things such as price books and more. This is especially useful if you offer multiple products or custom solutions.
- Sales territory management: If your sales team is assigned to specific territories, some CRM software can help with sales territory management.
- Client portals: These portals are secure areas within your CRM where a customer or agent can log in to their own account and pay bills, see upcoming appointments, track important documents and more. This is particularly useful for businesses with account management needs.
- Account and client management: In addition to client portals, some CRM providers offer advanced account management features to help with ongoing client management.
- Sales forecasting projections: CRMs with advanced reporting features allow you to make detailed sales forecasts based on real data tracked within your CRM platform.
- Lead scoring: Some CRM software include lead qualification features such as lead scoring that allow you to automatically score inbound or outbound leads based on pre-defined benchmarks. This is especially good for businesses that generate inbound marketing leads.
- Deal management: Leading CRM systems provide functionalities to help you with full-cycle deal management, including the tracking, maintaining and prioritization of deals in your sales pipeline.
Industry-Specific Features
There are industry-specific CRMs available for those in niche-specific industries that require a unique set of features. Common industry CRMs include tools for call centers, financial advisors, real estate agents, mortgage providers and more. It’s important to assess the available industry features when choosing a CRM to ensure that your specific needs are adequately met.
For example, some CRM software offer call routing and call queue features perfect for contact centers with a lot of live telephone agents. Other CRM software focus on the financial industry with the ability to send quotes and estimates, integrate with major financial tools, extra data protection, loan referral tracking, loan transaction tracking and more. Finally, some CRM systems help real estate agents manage both their listings and sales pipeline.
When choosing the right CRM for you, it’s important to assess your industry-specific needs and see if there are specific CRMs built to meet those needs. However, some more general CRMs can also offer advanced features that can work for your specific industry requirements. Ultimately, it’s important to assess all features offered so you can select the best CRM software.
Pricing
Make sure that the CRM software you choose fits within your budget. Most CRM software offer tiered pricing structures with a range of available features. Some CRMs include a free tier while others typically offer a free trial to test out the platform before you commit to purchasing. When assessing CRM software options, look at the available tiers and ensure the one you choose includes the features you need for a reasonable price. See our CRM pricing guide for more details.
Ease of Use
The right CRM software for you should be easy to use relative to its price and feature set. Some CRM providers offer intuitive user interfaces and robust knowledge bases that help you and your team become expert users more quickly. On the other hand, some CRMs are harder to use and require more support but may offer more advanced functionality. It’s important to test the product before you commit to purchasing to ensure it’s intuitive enough for you and your team.
Related: Best Simple CRMs
Customer Support
All CRM providers offer a combination of customer support that includes email support, live chat, a customer service phone number as well as a knowledge base or blog. When choosing your CRM software, make sure that it has the necessary customer support to help you take full advantage of the product.
Explore Our CRM Software Guides
Many CRM solutions are designed to meet the demands of specific use cases and niches. To help you find the best solution for your needs, we’ve created guides to the best CRM software in a variety of categories:
- Best CRM for Small Business
- Best Simple CRM
- Best Contact Center CRM
- Best Real Estate CRM
- Best Marketing CRM
- Best Open Source CRM
- Best CRM for Financial Advisors
- Best Free CRM
How Much Does CRM Software Cost?
CRM software providers typically offer a tiered pricing structure with three to four individual tiers offering various features at differing price points. Usually, the more robust the feature set the higher the cost. CRM software providers typically charge based on a per-seat basis and include both month-to-month options as well as annual plans offered for a discount. Annual plan pricing is often listed as a monthly cost but requires 12 months of payment upfront.
Most CRM providers will either offer a free tier or a free trial between seven to 30 days. Paid tiers start at $8 per month, per user on the low end and can get as high as $300 per month, per user for advanced tiers suitable for large businesses or teams. However, some CRM providers offer monthly or annual pricing that include more than a single user. For example, HubSpot’s most expensive tier is $500 month-to-month or $450 per month, paid annually, but includes five users.
Here’s a breakdown of the average CRM pricing plans you’ll find:
- Entry-level tier: Some offer their entry-level tier for free. Paid options start as low as $8 per seat and can get as high as $50 per monthly user. These entry tiers offer core CRM features such as pipeline management but may be lacking some advanced features.
- Mid-level tier: Mid-level tiers range from around $12 per monthly user to $100 per user, per month. These tiers often include additional features such as custom reporting dashboards and basic industry functionality but may be missing some advanced features.
- Premium tier: The highest-level CRM tiers can start as low as $20 per user, per month but can be as much as $300-plus for a monthly user. These advanced tiers give you full functionality, including team collaboration features and more.
When considering CRM cost, it’s important to assess it in terms of value for the features provided. It’s important to take full advantage of any free tiers or trials to test-drive a product before deciding to purchase.
Methodology
When determining the best CRM software, we ranked more than 20 CRMs across five categories and over 50 factors to assign each CRM option a weighted score out of five. We then used these weighted scores to rank each CRM, arriving at the top 15 best CRM software options for you. The five categories we used to score our options include pricing and value, general features, additional features, customer service support and our own expert score.
Let’s now take a look at each of these categories and their assigned weights:
Pricing and Value (24%)
Pricing is our first scoring category and was weighted at 24% of the total score out of five. This category includes factors such as publicly available pricing, month-to-month and annual subscription cost, maximum number of users and any free trials or free tiers.
General Features (32%)
General features is our second category with the highest total weight at 32% of the total score out of five. This category is used to assess the availability of core features you’d expect in top CRMs, including things such as pipeline management, customizable dashboards, analytics and reporting, third-party integrations and more.
Additional Features (16%)
Our third scoring category with a 16% weight is our additional features category. This category is used to score a CRM’s advanced and industry-specific features, such as sales territory management, marketing automations, client portals, sales forecasts, team collaboration, price quotes and more.
Service and Support (12%)
Customer service and support is our fourth category with a 12% scoring weight. Included in this category are factors such as live chat availability, phone support, the robustness of knowledge bases and more.
Expert Score (16%)
Finally, we assigned each CRM software an expert score based on our own editorial assessment of the product. Included in this scoring category are factors such as a CRM’s value for the money, popularity amongst third-party users, ease of use and more. Our expert score was weighted at 16% of the total score out of five.
Frequently Asked Questions (FAQs)
Do I need a CRM for my business?
Most businesses would benefit from the use of CRM software. CRMs can help with anything from basic contact management to advanced sales pipeline management. If you sell a product or service that requires lead nurturing, or manage ongoing client relationships, then a CRM is probably right for you.
How do I choose a CRM for my business?
When choosing a CRM for your business, first assess your needs. From there, look for CRM software with an available feature set that meets those needs. Then, consider its pricing, customer service and ease of use to determine an overall value for the cost.
How much does a CRM cost?
The cost of CRM software varies widely. Typically, CRM providers offer a three-tiered pricing structure with paid tiers ranging from $8 per month, per user up to $300 per monthly user. Some CRMs offer free tiers while others offer free trials between seven and 30 days.
Are there free CRMs available?
Yes, there are many CRMs that offer a free tier. However, these free tiers are basic and may not include the features you need. That said, they are helpful for testing out the product and assessing things such as its user interface and more. For more information, check out our article on the best free CRMs.
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