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/ai/rH/X5S66BCC0U5H.JPEGSalesforce.com2https://media.trustradius.com/product-logos/l0/pv/LVR8JXQCFPV6.PNGInfusionsoft by Keap3https://media.trustradius.com/product-logos/BH/TD/8LBSCOIMX5FM.PNGHubSpot CRM4https://media.trustradius.com/product-logos/9a/F2/KUNOUIKXKOJ0.PNGMicrosoft Dynamics 365 (formerly Microsoft Dynamics CRM)5https://media.trustradius.com/vendor-logos/tf/J4/RTX1AO2GSVNS-180x180.JPEGZoho CRM6https://media.trustradius.com/product-logos/Rq/BE/PS1PSSHIN9NT.PNGSugarCRM7https://media.trustradius.com/product-logos/Rn/8n/RQBACLUSAPK1.JPEGWORK[etc]8https://media.trustradius.com/product-logos/Jc/oA/R3E6T3HUX5W2.PNGFreshdesk9https://media.trustradius.com/product-logos/aA/P4/O750T2T3N4XT.PNGLeadSquared10https://media.trustradius.com/product-logos/ns/E3/8N8TB2K7ZNBI.PNGPipedrive11https://media.trustradius.com/product-logos/ia/gG/IA9TBEOFZN1X.PNGSAP CRM12https://media.trustradius.com/product-logos/84/rY/XU2APGGTHFMF.PNGGreenRope13https://media.trustradius.com/product-logos/t6/A3/090UCMSPWFHU.PNGBullhorn CRM14https://media.trustradius.com/product-logos/kX/kN/1N7189R556UE.PNGNetSuite CRM+15https://media.trustradius.com/vendor-logos/H1/8a/H8T5DADEH7QT-180x180.PNGSage CRM16https://media.trustradius.com/vendor-logos/0S/qn/EL9CGCQPN00J-180x180.PNGOracle CRM17https://media.trustradius.com/vendor-logos/VC/02/T4E108T4IWP2-180x180.PNGOracle Engagement Cloud (formerly Oracle Sales Cloud)18https://media.trustradius.com/vendor-logos/VC/02/T4E108T4IWP2-180x180.PNGWorkbooks19https://media.trustradius.com/product-logos/7Z/Oe/4T4WGZ7XXZWV.JPEGOntraport20https://media.trustradius.com/product-logos/ZL/sT/2XTJ06NB7FEJ.JPEGReally Simple Systems21https://media.trustradius.com/product-logos/II/3b/WTNB1C5US4SB.PNGInfor CRM22https://media.trustradius.com/vendor-logos/qg/yE/TTWOKM9V0PAB-180x180.JPEGSparkcentral23https://media.trustradius.com/product-logos/di/Rc/WEXN6FW55KD0.JPEGBooker24https://media.trustradius.com/product-logos/Jc/rZ/UAKFX7IRRI9R.PNGNimble25https://media.trustradius.com/vendor-logos/Lg/xl/EZIGKMTUHX4K-180x180.PNG

Customer Relationship Management (CRM) Software

Best Customer Relationship Management (CRM) Software

TrustMaps are two-dimensional charts that compare products based on satisfaction ratings and research frequency by prospective buyers. Products must have 50 or more ratings to appear on this TrustMap.

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 236)

Insightly

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>
Top Rated
572 Ratings

Insightly is an online CRM solution targeted at small and mid-sized businesses. Over 1.5 million worldwide small and mid-size business Insightly users build relationships, generate quotes, accelerate sales and deliver projects. It is the #1 Gmail, G Suite & Outlook CRM. According to the vendo...

Salesforce.com

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>
Top Rated
2212 Ratings

Salesforce is a web-based CRM application that enables users to forecast revenues and track leads.  It is a leading sales, service, and marketing app. Salesforce.com's Sales (CRM), Service, Platform and Marketing applications are designed to help companies connect with customers, partners, and em...

Infusionsoft by Keap

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>
Top Rated
204 Ratings

Infusionsoft is a small business-focused, comprehensive sales and marketing platform, which includes basic contact management, CRM, marketing automation and e-commerce capabilities into a single, subscription-based SaaS product. Functionality included in Infusionsoft's software includes: Automat...

HubSpot CRM

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>
Top Rated
457 Ratings

The HubSpot CRM system connects to tools already in use. It integrates with Gmail, Google Calendar, Outlook for Windows, Apple Mail, and Google Drive. Deeply integrated with HubSpot Marketing & Sidekick - HubSpot CRM and HubSpot Marketing run off the same inbound database, meaning every piece...

Microsoft Dynamics 365 (formerly Microsoft Dynamics CRM)

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>
468 Ratings

Microsoft Dynamics CRM is a CRM system providing sales, marketing, and service (help desk) functionality. It is offered in two flavors: Online (competing directly with Salesforce) and on-premise. The Microsoft Dynamics family of business applications includes other related products for ERP and r...

Zoho CRM

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>
Top Rated
346 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.

176 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.

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.

Freshdesk

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>
Top Rated
115 Ratings

Freshdesk is a SaaS based customer support software for businesses of all sizes. The vendor's value proposition is that Freshdesk is priced affordably, and is free forever for any number of agents. There are four other plans available that come with a whole lot of features. The vendor says Fresh...

Pipedrive

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>
Top Rated
136 Ratings

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

95 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 ...

26 Ratings

GreenRope aims to be a one-stop shop for sales, marketing, and operations. GreenRope includes advanced marketing automation capabilities, sales force automation, and a tool box of features to help manage and operate the business.GreenRope's CRM aims to help business owners, sales managers and mar...

58 Ratings

Bullhorn’s CRM software is a web-based solution built for companies that need to closely manage and nurture prospect and customer relationships. Bullhorn provides comprehensive CRM functionality whether the user is a consulting firm that needs relationship management insights and detailed lead/op...

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...

Oracle Engagement Cloud (formerly Oracle Sales Cloud)

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow'>Customer Verified: Read more.</a>
91 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.

28 Ratings

Workbooks offers cloud-based CRM, marketing automation and business applications to the mid-market, at an affordable price. Workbooks extends beyond sales, marketing and customer support to include order management and fulfillment, invoicing and supplier management, and aims to offer a price whic...

27 Ratings

ONTRAPORT offers customer relations management services that help with content management, such as creating and hosting webpages; lead tracking, which includes collecting customer data and behavior; traditional marketing approaches, such as e-mail, SMS, social media, and direct mail; managing onl...

30 Ratings

Infor 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 CRM provides sales teams with rich customer information from interactions and transactions across the bus...

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...

24 Ratings

Booker is a leading appointment scheduling, point-of-sale, and business management software that powers thousands of spas and salons worldwide. The software includes a complete suite of management tools, and provides integrated online booking, marketing, and more. Booker is completely web-based, ...