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://dudodiprj2sv7.cloudfront.net/product-logos/ai/rH/X5S66BCC0U5H.JPEGSalesforce.com2https://dudodiprj2sv7.cloudfront.net/product-logos/l0/pv/LVR8JXQCFPV6.PNGInfusionsoft3https://dudodiprj2sv7.cloudfront.net/product-logos/mX/iK/E97E5CSOZVA8.PNGHubSpot CRM4https://dudodiprj2sv7.cloudfront.net/product-logos/9a/F2/KUNOUIKXKOJ0.PNGZoho CRM5https://dudodiprj2sv7.cloudfront.net/product-logos/Rq/BE/PS1PSSHIN9NT.PNGMicrosoft Dynamics 365 (formerly Microsoft Dynamics CRM)6https://dudodiprj2sv7.cloudfront.net/vendor-logos/tf/J4/RTX1AO2GSVNS-180x180.JPEGSugarCRM7https://dudodiprj2sv7.cloudfront.net/product-logos/Rn/8n/RQBACLUSAPK1.JPEGWORK[etc]8https://dudodiprj2sv7.cloudfront.net/product-logos/Jc/oA/R3E6T3HUX5W2.PNGLeadSquared9https://dudodiprj2sv7.cloudfront.net/product-logos/ns/E3/8N8TB2K7ZNBI.PNGPipedrive10https://dudodiprj2sv7.cloudfront.net/product-logos/ia/gG/IA9TBEOFZN1X.PNGFreshdesk11https://dudodiprj2sv7.cloudfront.net/product-logos/aA/P4/O750T2T3N4XT.PNGSAP CRM12https://dudodiprj2sv7.cloudfront.net/product-logos/84/rY/XU2APGGTHFMF.PNGBullhorn CRM13https://dudodiprj2sv7.cloudfront.net/product-logos/kX/kN/1N7189R556UE.PNGNetSuite CRM+14https://dudodiprj2sv7.cloudfront.net/vendor-logos/H1/8a/H8T5DADEH7QT-180x180.PNGGreenRope15https://dudodiprj2sv7.cloudfront.net/product-logos/t6/A3/090UCMSPWFHU.PNGSage CRM16https://dudodiprj2sv7.cloudfront.net/vendor-logos/0S/qn/EL9CGCQPN00J-180x180.PNGOracle CRM17https://dudodiprj2sv7.cloudfront.net/vendor-logos/VC/02/T4E108T4IWP2-180x180.PNGWorkbooks18https://dudodiprj2sv7.cloudfront.net/product-logos/7Z/Oe/4T4WGZ7XXZWV.JPEGReally Simple Systems19https://dudodiprj2sv7.cloudfront.net/product-logos/II/3b/WTNB1C5US4SB.PNGInfor CRM20https://dudodiprj2sv7.cloudfront.net/vendor-logos/qg/yE/TTWOKM9V0PAB-180x180.JPEGChurnZero21https://dudodiprj2sv7.cloudfront.net/product-logos/v9/ED/3VPDVD13U87A.JPEGSparkcentral22https://dudodiprj2sv7.cloudfront.net/product-logos/di/Rc/WEXN6FW55KD0.JPEGONTRAPORT23https://dudodiprj2sv7.cloudfront.net/product-logos/TQ/Sm/M61T7QUZ8F2J.PNGBooker24https://dudodiprj2sv7.cloudfront.net/product-logos/Jc/rZ/UAKFX7IRRI9R.PNGFollowup CRM25https://dudodiprj2sv7.cloudfront.net/product-logos/cE/KX/7L5IC61PON3G.JPEG

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 25 or more ratings to appear on this TrustMap, and those above the median line are considered Top Rated.

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 224)

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

Top Rated
547 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, accelerate sales and deliver projects. It is the #1 Gmail, G Suite & Outlook CRM. According to the vendor, businesses use...

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

Top Rated
2068 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

Top Rated
192 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

Top Rated
401 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...

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

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

Top Rated
428 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...

SugarCRM

170 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.

WORK[etc]

Top Rated
46 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.

LeadSquared

41 Ratings

LeadSquared is a marketing automation and CRM platform. It includes landing pages, email marketing, lead management, analytics, connectors, and WordPress Plugins.

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

Top Rated
123 Ratings

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

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

Top Rated
97 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...

SAP CRM

91 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 ...

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

Top Rated
52 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...

NetSuite CRM+

58 Ratings

NetSuite CRM is built on the same code base as the NetSuite ERP product and is usually used by customers who are already using NetSuite for ERP/Accounting.

GreenRope

24 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...

Sage CRM

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

129 Ratings

Workbooks

Top Rated
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...

Really Simple Systems

24 Ratings

Really Simple Systems is a customer relationship management (CRM) software deployed via cloud with built-in features like email marketing.

Infor CRM

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...

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

22 Ratings

ChurnZero's real-time SaaS platform aims to help subscription businesses prevent customer churn. The platform integrates tightly with an organization's CRM system and their application or service. In doing so, ChurnZero (1) allows the business to understand how their customers use their product, ...

Sparkcentral

22 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...

ONTRAPORT

26 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...

Booker

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, ...

Followup CRM

Top Rated
17 Ratings

FollowUp Power CRM for Construction is a customer relationship management system for the construction industry. Features include lead tracking, sales pipeline analysis, closing ratios, quota management, and dashboards.