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.PNGKeap (formerly Infusionsoft)3https://media.trustradius.com/vendor-logos/XH/T9/SZT905QFILWC-180x180.JPEGHubSpot CRM4https://media.trustradius.com/product-logos/Xt/RJ/KUNOUIKXKOJ0-180x180.PNGMicrosoft Dynamics 365 (formerly Microsoft Dynamics CRM)5https://media.trustradius.com/vendor-logos/tf/J4/RTX1AO2GSVNS-180x180.JPEGZoho CRM6https://media.trustradius.com/product-logos/vW/xX/PS1PSSHIN9NT-180x180.PNGActiveCampaign7https://media.trustradius.com/product-logos/vJ/OZ/IQRWS7TW4CG0-180x180.PNGPipedrive8https://media.trustradius.com/product-logos/hL/pV/IA9TBEOFZN1X-180x180.PNGFreshdesk9https://media.trustradius.com/product-logos/2P/eF/O750T2T3N4XT-180x180.PNGSugar Sell (SugarCRM)10https://media.trustradius.com/product-logos/wW/ws/CP2EANJ12MEE-180x180.PNGFreshsales11https://media.trustradius.com/product-logos/Dk/ST/J3GCV0ABKMOZ-180x180.PNGWORK[etc]12https://media.trustradius.com/product-logos/Mg/q4/R3E6T3HUX5W2-180x180.PNGLeadSquared13https://media.trustradius.com/product-logos/bv/kV/8N8TB2K7ZNBI-180x180.PNGSAP CRM14https://media.trustradius.com/product-logos/aC/4z/XU2APGGTHFMF-180x180.PNGDemandTools15https://media.trustradius.com/product-logos/Kk/ZY/IJNGNJVT2HG8-180x180.PNGOracle Engagement Cloud (formerly Oracle Sales Cloud)16https://media.trustradius.com/vendor-logos/e7/6G/F3JK0T3RS775-180x180.PNGNetSuite CRM+17https://media.trustradius.com/vendor-logos/73/WT/2NZDJJ5SROZ9-180x180.PNGGreenRope18https://media.trustradius.com/product-logos/t6/A3/090UCMSPWFHU-180x180.PNGOracle CRM19https://media.trustradius.com/vendor-logos/e7/6G/F3JK0T3RS775-180x180.PNGSage CRM20https://media.trustradius.com/vendor-logos/0S/qn/EL9CGCQPN00J-180x180.PNGWorkbooks21https://media.trustradius.com/product-logos/Hu/kD/4T4WGZ7XXZWV-180x180.JPEGOntraport22https://media.trustradius.com/product-logos/BJ/XU/2XTJ06NB7FEJ-180x180.JPEGInfor CloudSuite CRM23https://media.trustradius.com/vendor-logos/qg/yE/TTWOKM9V0PAB-180x180.JPEGReally Simple Systems24https://media.trustradius.com/product-logos/Hj/0h/WTNB1C5US4SB-180x180.PNGOracle Siebel CRM25https://media.trustradius.com/vendor-logos/e7/6G/F3JK0T3RS775-180x180.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 acts as a system of record for contacts and accounts throughout the customer lifecycle. With CRM tools companies can track, automate, analyze, and optimize customer interactions. At its core, a CRM is a database of contact information and interaction history for each individual contact.


Multiple departments may be using the CRM within one organization. These include sales, marketing, customer success or service, and potentially other teams too.

Customer Relationship Management Software Features

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 Acceleration and Enablement

CRM software helps streamline and automate certain sales-related duties. This helps enable sales reps to do their job better and also accelerates sales cycles through automation of repetitive tasks. These tasks may include:

  • Creation of quotes

  • Order processing

  • Updating contact information

  • Sending emails

  • Sales forecasting

  • 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

  • Lead scoring and qualification

  • 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 contact 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

Marketing CRM Software

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.


Integrating your CRM system with marketing automation, CMS, and eCommerce platforms can help improve marketing campaigns performance. 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.


Marketers can also use CRM software 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 tools include a built-in CRM system (e.g. HubSpot and SharpSpring). Additionally, 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.

CRM System Comparison

Here are two key things to consider while evaluating different CRM software products:


  1. Do you need a CRM that has been designed for either a specific industry or department? Some customer relationship management systems have been designed with a specific use case in mind, for example, Pipedrive is especially well suited for sales. There are also a range of CRM products that have been designed for the Financial Services industry. Other CRM products, like Salesforce and HubSpot CRM are ideal for use across industries and across functions.

  2. Does your business need an easy to use and budget friendly CRM solution, or a more comprehensive solution that allows for greater customization and offers advanced features? There are CRM products at both ends of this spectrum, as well as products in between. More advanced solutions may have a longer implementation timeline, have a steeper learning curve, and may need a dedicated administrator. On the other hand, lightweight CRM solutions may take less time to set up and start running, but they may not have the same breadth of features available.

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 239)

Insightly

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Top Rated
613 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
2514 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 emplo…

HubSpot CRM

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Top Rated
591 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 of…

Microsoft Dynamics 365 (formerly Microsoft Dynamics CRM)

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Top Rated
563 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.

Zoho CRM

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Top Rated
415 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.

ActiveCampaign

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Top Rated
129 Ratings

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

Pipedrive

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Top Rated
194 Ratings

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

Freshdesk

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Top Rated
152 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 Freshdes…

Sugar Sell from SugarCRM is a collaborative CRM, allowing users to track and monitor activities, map each customer’s journey and automate as many workflows as you need to. Sugar Sell is presented by the vendor as lean, fast and integratable with anything. Sugar Sell replaces former editions of the …

Freshsales

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Top Rated
57 Ratings

Freshsales is an all-in-one sales CRM software with features like built-in phone and email, lead scoring, visual sales pipeline, reports and dashboards, automations, and mobile apps, ensuring that sales reps do not have to juggle between multiple tools to get the job done. According to the vendor, F…

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.

48 Ratings

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

108 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 soc…

41 Ratings

DemandTools for AppExchange is a data quality toolset for Salesforce.com CRM centric customers. The product comprises 11 individual modules to control, standardize, verify, deduplicate, import and manipulate Salesforce and/or Force.com data.

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.

53 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 avai…

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, anywher…

31 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 transact…

Oracle Siebel CRM is a Customer Relationship Management system that is part of the Siebel family of applications. See reviews of the Oracle Siebel Enterprise Marketing Management Suite for perspectives on the broader marketing and sales functionality, beyond and including Siebel CRM.

TrustRadius Top Rated for 2020

2020 Top Rated Customer Relationship Management (CRM) Software

There are plenty of options out there, but here's our shortlist of the best Customer Relationship Management (CRM) Software. These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. To qualify, a product must have 10 or more recent reviews and a trScore of 7.5 or higher, indicating above-average satisfaction for business technology. The products with the highest trScores appear first on the list. Read more about the Top Rated criteria.

Frequently Asked Questions


What is customer relationship management software?

Customer relationship management (CRM) software is a centralized database that records, stores, analyzes contact and account-level information. This information can include communication with customers and potential customers over email, phone, or other digital communication channels.

What are the best customer relationship management (CRM) systems?

The Top Rated CRM software product include:


Some of these products are designed with specific use cases in mind. For example, Pipedrive is primarily a sales CRM and includes sales automation features like auto-populating contact information. Learn more about these products and other CRM solutions here.


What is CRM software used for?

Sales, marketing, and customer success/service teams use CRM software to help keep track of customer information and interactions. For sales, this may involve the creation of quotes, order processing, lead qualification, and sales forecasting.


For marketing, CRM activities may include lead management and nurture, landing page creation, and email marketing. For customer support, CRMs can serve as a knowledge base or ticketing system.

What are the benefits of using a CRM system?

Some of the key benefits of using a CRM system to track and store customer data include:

  • having a ‘single source of truth’ to track and store contact data
  • ability to automate repetitive tasks
  • increased visibility into marketing, sales, and customer service processes
  • ability to conduct lead scoring based on historical data
  • greater sales efficiency, leading to shorter sales cycles


To learn more about CRM systems and the benefits of adoption one, read TrustRadius’ Customer Relationship Management Software description.

How much does a CRM system cost?

There are a few examples of free CRM systems, like HubSpot CRM, or vendors that offer a free (but limited) version of their paid software. Most CRM products range from $10 up to hundreds of dollars per user per month. The more expensive plans usually have much more advanced features and increased access to customer support.