Best Customer Relationship Management (CRM) Software173Customer Relationship Management applications are used to manage a company’s interactions with customers, clients, and sales prospects. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.Insightly1https://media.trustradius.com/product-logos/nI/u9/X5S66BCC0U5H-180x180.JPEGSalesforce.com2https://media.trustradius.com/product-logos/Rf/i1/LVR8JXQCFPV6-180x180.PNGInfusionsoft by Keap3https://media.trustradius.com/product-logos/OF/fi/8LBSCOIMX5FM-180x180.PNGHubSpot CRM4https://media.trustradius.com/product-logos/Xt/RJ/KUNOUIKXKOJ0-180x180.PNGZoho CRM5https://media.trustradius.com/product-logos/vW/xX/PS1PSSHIN9NT-180x180.PNGMicrosoft Dynamics 365 (formerly Microsoft Dynamics CRM)6https://media.trustradius.com/vendor-logos/tf/J4/RTX1AO2GSVNS-180x180.JPEGSugarCRM7https://media.trustradius.com/product-logos/EC/rH/6JSJVAX4WH1J-180x180.PNGPipedrive8https://media.trustradius.com/product-logos/hL/pV/IA9TBEOFZN1X-180x180.PNGFreshdesk9https://media.trustradius.com/product-logos/2P/eF/O750T2T3N4XT-180x180.PNGWORK[etc]10https://media.trustradius.com/product-logos/Mg/q4/R3E6T3HUX5W2-180x180.PNGLeadSquared11https://media.trustradius.com/product-logos/bv/kV/8N8TB2K7ZNBI-180x180.PNGActiveCampaign12https://media.trustradius.com/vendor-logos/Lj/GZ/5C3IKASDUMDG.pngFreshsales13https://media.trustradius.com/product-logos/Dk/ST/J3GCV0ABKMOZ-180x180.PNGSAP CRM14https://media.trustradius.com/product-logos/aC/4z/XU2APGGTHFMF-180x180.PNGNetSuite CRM+15https://media.trustradius.com/vendor-logos/73/WT/2NZDJJ5SROZ9-180x180.PNGOracle Engagement Cloud (formerly Oracle Sales Cloud)16https://media.trustradius.com/vendor-logos/VC/02/T4E108T4IWP2-180x180.PNGGreenRope17https://media.trustradius.com/product-logos/t6/A3/090UCMSPWFHU-180x180.PNGOracle CRM18https://media.trustradius.com/vendor-logos/VC/02/T4E108T4IWP2-180x180.PNGSage CRM19https://media.trustradius.com/vendor-logos/0S/qn/EL9CGCQPN00J-180x180.PNGWorkbooks20https://media.trustradius.com/product-logos/Hu/kD/4T4WGZ7XXZWV-180x180.JPEGOntraport21https://media.trustradius.com/product-logos/BJ/XU/2XTJ06NB7FEJ-180x180.JPEGInfor CloudSuite CRM22https://media.trustradius.com/vendor-logos/qg/yE/TTWOKM9V0PAB-180x180.JPEGReally Simple Systems23https://media.trustradius.com/product-logos/Hj/0h/WTNB1C5US4SB-180x180.PNGOracle Siebel CRM24https://media.trustradius.com/vendor-logos/VC/02/T4E108T4IWP2-180x180.PNGSparkcentral25https://media.trustradius.com/product-logos/ba/53/WEXN6FW55KD0-180x180.JPEG

Customer Relationship Management (CRM) Software

Best Customer Relationship Management (CRM) Software

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Customer Relationship Management (CRM) Overview

What is CRM Software?

Customer relationship management (CRM) is a business strategy that stresses good ongoing relationships with customers. It holds that maintaining these relationships drives growth and profitability. There are two core elements of this customer-centric strategy:

  1. Presenting a unified face to the customer

  2. Providing a seamless customer experience

CRM software can help by synchronizing customer communications among business units. Sales, marketing and customer service can all get on the same page. It’s a system of record for touch points throughout the customer lifecycle.With CRM tools companies can track, automate, analyze and optimize customer interactions. At the core is a database of contact information and interaction history for each individual customer.

Customer Relationship Management Features & Capabilities

In general, customer relationship management technology provides the following sets of capabilities:

Customer Data Management

CRM software collects and organizes customer data. This includes contact information and interactions via email, phone, web chat and social media.

Sales Force Automation

CRM software helps streamline and automate certain sales-related duties. These tasks may include:

  • Creation of quotes

  • Order processing

  • Updating contact information

  • Sending emails

  • Forecasting sales

  • Evaluating employee performance

As the original source of sales force automation features, CRM systems are the most established type of sales acceleration technology. They are also considered a tool for sales enablement.

Marketing Automation

Many CRM software products include some marketing automation features. Others integrate with dedicated marketing automation products. Some features to look for include:

  • Email marketing

  • Lead management

  • Landing page creation

  • Web forms

  • Marketing analytics

Customer Service & Support

CRM software products often provide customer support-related features. Many also integrate with standalone customer support software (i.e. help desks and call center software). Customer support features may include:

  • Knowledge bases

  • Ticketing systems

  • Live chat

  • Customer support portals

Additional Features & Considerations

Some CRM software products also offer project management and social media management capabilities.

Additional considerations when evaluating CRM software include:

  • Deployment type (on-premise vs. hosted)

  • Customization options

  • Usability/UX

  • Mobile access

  • Security and privacy

  • Ease of integration

  • Scalability

Benefits of Using a CRM System

CRM systems hold a number of benefits for both small businesses and enterprises. When implemented properly, CRM can:

  • Create a single storehouse for customer data

  • Provide greater visibility into sales, marketing and customer service processes

  • Help optimize customer communications

  • Shorten sales cycles

  • Improve customer retention

  • Help companies understand and address the needs of customers

  • Increase customer satisfaction

  • Automate tasks

  • Increase operational efficiency

  • Free up employees to focus on customer interactions

CRM Marketing

CRMs are usually sales-focused. But there are benefits for marketing as well. Marketers usually store their leads in a CRM system, and often help with database management. Integration with marketing automation, CMS, and eCommerce platforms can improve marketing campaigns. Information in the CRM helps marketers target their messages sent through these systems to the right people. These communications can then be tracked within the CRM. They may also use the CRM to report on marketing goals, like lead engagement and leads passed to sales. Having a shared database can help align sales and marketing efforts as well.


Some marketing automation vendors have developed their own CRM systems (e.g. HubSpot). Some CRM vendors have developed marketing automation capabilities (e.g. Salesforce and GreenRope).


All-in-one marketing tools typically include both CRM and marketing automation functionality. They often also have content management, SEO, social marketing and eCommerce capabilities. These tools are aimed at small businesses looking for basic features. Larger companies tend to favor a best-of-breed approach, integrating their CRM,marketing automation, and other systems.

Pricing Information

CRM software is usually priced by user on a monthly subscription model. Price per user depends on the extent of the features you are looking for. Subscriptions can start as low as $12/mo. per user for small businesses. Enterprise level tools rise to hundreds of dollars per user per month. This tier typically has more automation, reporting, integrations, and customer support features.


There are some free and freemium models available. However, these tools are typically limited in terms of users, contacts, and/or features, with extensive prompts to upgrade to a paid version to unlock more features. HubSpot CRM is one notable exception. Since HubSpot’s bread and butter is its inbound marketing software, its simple CRM is “free forever” - even if you’re not using their paid marketing tools.

Customer Relationship Management (CRM) Products

Listings (1-25 of 233)

Insightly

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Top Rated
586 Ratings

Insightly is an online CRM solution targeted at small and mid-sized businesses. It also provides project management, workflow automation, and reporting capabilities, along with 3rd-party integrations.

Salesforce.com

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Top Rated
2350 Ratings

Salesforce provides a customer success platform. The company's social and mobile cloud technologies include their flagship sales and CRM applications. The company was founded in 1999 and is headquartered in San Francisco, CA.

Infusionsoft by Keap

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Top Rated
212 Ratings

Infusionsoft is a small business-focused, comprehensive sales and marketing platform which combines basic contact management, CRM, marketing automation, and e-commerce capabilities into a single, subscription-based SaaS product.

HubSpot CRM

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Top Rated
517 Ratings

Since 2006, HubSpot has been on a mission to make the world more inbound. Today, over 18,000 customers in more than 90 countries use HubSpot’s all-in-one marketing & sales software platform to transform the way they connect with new customers. HubSpot aims to help businesses leave be...

Zoho CRM

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Top Rated
387 Ratings

Zoho CRM is a simple, very low-cost CRM option for the smaller end of the SMB segment. The product has several useful integrations with other products, including QuickBooks, and Google Apps and Google Docs. The product also has an integrated project management module.

Microsoft Dynamics 365 (formerly Microsoft Dynamics CRM)

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516 Ratings

Microsoft Dynamics 365 is a CRM providing sales, marketing, and service functionality. It is offered as SaaS and on-premise. Dynamics 365 is part of the larger Dynamics suite of business intelligence and ERP products.

186 Ratings

SugarCRM is an open-source CRM system designed for SMBs. The product has about 170,000 paid subscriptions and is growing fast. The product features strong marketing capabilities and is a fully-featured platform for a relatively low cost.

Pipedrive

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Top Rated
167 Ratings

Pipedrive is a customer relationship management (CRM) software built to help small teams to drive sales.

Freshdesk

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Top Rated
138 Ratings

The Freshworks Inc product family includes Freshdesk (Customer Support Software), Freshservice (IT Service Management Software), Freshsales (Sales CRM Software), Freshcaller (Call Center Software), Freshteam (Applicant Tracking Software), Freshchat (Customer Messaging Software) and Freshmarketer ...

47 Ratings

WORK[etc] is an all-in-one cloud-based business management system with integrated CRM, projects, billing, help desk, reporting, and collaboration. The system supports popular third-party apps such as Google Work for Business, Xero Accounting, Quickbooks, Outlook and Evernote.

ActiveCampaign

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Top Rated
92 Ratings

ActiveCampaign integrates email marketing, marketing automation, sales automation, and CRM software into one platform designed for small businesses.

Freshsales

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45 Ratings

The Freshworks Inc product family includes Freshdesk (Customer Support Software), Freshservice (IT Service Management Software), Freshsales (Sales CRM Software), Freshcaller (Call Center Software), Freshteam (Applicant Tracking Software), Freshchat (Customer Messaging Software) and Freshmarketer ...

101 Ratings

SAP is best known as an ERP vendor and their enterprise CRM product tends to be used by customers who are already using SAP's ERP other solutions. SAP CRM also includes marketing resource management (MRM) capabilities. SAP has recently combined SAP CRM with analytics, mobile, collaboration, and ...

Oracle Engagement Cloud (formerly Oracle Sales Cloud)

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100 Ratings

Oracle Engagement Cloud (formerly Oracle Sales Cloud) is a sales automation software accessible through Microsoft Outlook, iOS, and Android, along with territory and quota management and social collaboration.

26 Ratings

GreenRope is a CRM tool focused on marketing automation, sales pipelines, and customer service. It includes advanced marketing automation capabilities, sales force automation, and a tool box of features to help manage and operate the business.

138 Ratings

Emerging technologies are disrupting old paradigms and unleashing new opportunities. Oracle has embedded innovative technologies in every aspect of our cloud, enabling companies to reimagine their businesses, processes, and experiences. And the world’s #1 database is now autonomous, allowing ente...

51 Ratings

Sage CRM is an SMB-oriented CRM platform offered in both SaaS and on-premise editions. Unlike the Sage SalesLogix product, the SaaS version is a true multi-tenant offering. The platform offers excellent integration with Sage ERP and accounting products. It is also a good global solution and is a...

28 Ratings

Workbooks offers cloud-based CRM, marketing automation and business applications to the mid-market. Workbooks includes order management and fulfillment, invoicing, and supplier management. Workbooks aims to provide a single 360° view of customers, where the information is accessible anytime, anyw...

28 Ratings

ONTRAPORT offers customer relations management services that help with content management (creating and hosting webpages), lead tracking, traditional marketing approaches (e-mail, SMS, social media, direct mail), managing online payments, and workflow automation.

Infor CloudSuite CRM delivers tools for individuals, teams, and companies focused on increasing sales performance and the insights to optimize sales, marketing, and service strategy and execution. Infor CloudSuite CRM provides sales teams with rich customer information from interactions and trans...

Emerging technologies are disrupting old paradigms and unleashing new opportunities. Oracle has embedded innovative technologies in every aspect of our cloud, enabling companies to reimagine their businesses, processes, and experiences. And the world’s #1 database is now autonomous, allowing ente...

23 Ratings

Sparkcentral provides a cloud-based customer engagement platform that caters specifically to customer care teams within large enterprises, enabling them to deliver real-time social customer service. Sparkcentral's software generates profiles on every social customer, and ensures that the right co...