Customer Relationship Management (CRM) Software

Best Customer Relationship Management (CRM) Software include:

Salesforce.com, HubSpot CRM, Pipedrive, Freshsales, Insightly, Microsoft Dynamics 365 (formerly Microsoft Dynamics CRM), and Zoho CRM.

Customer Relationship Management (CRM) Software TrustMap

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

Customer Relationship Management (CRM) Software 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

(1-25 of 242) Sorted by Most Reviews

Nimble
56 ratings
15 reviews
Nimble is a social customer relationship management (CRM) system with features such as contact management and data-driven analytics.
Sparkcentral
23 ratings
15 reviews
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 conve…
Creatio (formerly bpm'online)
22 ratings
14 reviews
bpm'online provides software for customer relationship management and business process management. Its BPM solution is a low-code platform and its CRM solution supports standard sales, marketing, and customer service tasks.
Bitrix24
37 ratings
13 reviews
Bitrix24 is a local-hosted or cloud-based social intranet and project management platform that also contains core HR (HRMS) and CRM features. Bitrix24 also provides time management services and employee self-service.
Zendesk Sell (formerly Base)
43 ratings
12 reviews
Zendesk Sell (formerly Base) is a CRM systems designed for salespeople who need to access via mobile devices. Base was founded in 2009 and acquired by Zendesk in 2018.
Agile CRM
77 ratings
12 reviews
Agile CRM is a customer relationship management (CRM) software built to make the entire marketing and sales lifecycles more efficient, built around features like sales enablement, marketing automation, social suite, and web engagement.
Followup CRM
18 ratings
12 reviews
FollowUp Power CRM for Construction is a CRM system for the construction industry. Features include lead tracking, sales pipeline analysis, closing ratios, quota management, project management, and dashboards. It can integrate with other marketing and accounting products.
Streak
28 ratings
12 reviews
Streak is a cloud-based sales email tracking tool for Gmail. The vendor describes Streak as "CRM in your inbox," and the mission is to allow users to run their entire businesses from their inboxes. It includes email power tools such as view tracking info, mail merge, snooze, send later, snippets, an…
Copper (formerly ProsperWorks)
36 ratings
11 reviews
Copper (formerly ProsperWorks) is a customer relationship management (CRM) built as an integration into Google Apps.
Nutshell CRM
21 ratings
11 reviews
Nutshell offers a CRM with contact management, calendar sync, click-to-call, and collaboration features.
Oracle CRM On Demand
110 ratings
11 reviews
The basis of this offering is the Market2Lead product that Oracle acquired in 2010. It has now been fully integrated with Oracle's On Demand CRM product and is a full-featured marketing automation product with features from lead management and nurturing, to measuring marketing ROI.
Highrise
17 ratings
10 reviews
Highrise is offered by Basecamp (formerly 37 Signals) as a simple CRM, allowing the user to track leads and manage follow ups with zero learning curve. Highrise is only available and supported for existing customers. As of August 2018 Highrise is no longer available to new customers. Existing custom…
Pipeliner CRM
15 ratings
10 reviews
Pipeliner CRM is a sales enablement tool focusing on pipeline management, sales processes, and analytics designed to empower sales professionals. Pipeliner CRM provides an easy to follow, visual sales process, profiles, and charts, all of which aim to help users take the right actions with their buy…
Workamajig
22 ratings
10 reviews
Workamajig is a project management system with capabilities such as file sharing, resource management, and revenue projection.
Less Annoying CRM
12 ratings
9 reviews
Less Annoying CRM is a customer relationship management (CRM) solution built specifically for small businesses to help clients manage contacts and track leads.
Odoo
28 ratings
8 reviews
Odoo, from the Belgium-headquartered multinational company of the same name, is a suite of business applications for managing the sales pipeline. It also comprises a PoS and inventory management modules, scaling to a warehouse or retail management solution.
Vtiger
23 ratings
8 reviews
Vtiger is a customer relationship management (CRM) solution with sales and marketing automation, project management, and inventory management capabilities.
Pega Customer Engagement Suite
31 ratings
7 reviews
Pega's Customer Engagement Suite includes: •Pega Marketing to engage customers with real-time one-to-one marketing on any channel•Pega Sales Automation to intelligently guide sales professionals and streamline the sales process using AI•Pega Customer Service to deliver end-to-end service across th…
Demandforce
17 ratings
7 reviews
Demandforce helps small businesses in the dental, medical, spa and salon, automotive and veterinary industries attract new customers and keep current customers coming back. The all-in-one platform offers automated appointment reminders, reactivation campaigns for lost customers, online reputation ma…
SAP Business ByDesign
39 ratings
7 reviews
SAP Business ByDesign is SAP's cloud ERP suite offering, launched in 2007, designed for the SMB market. The product includes a broad range of capabilities including financials, human resources, sales, procurement, customer service, and supply chain. Business ByDesign is a new platform, delivered e…
Bullhorn Jobscience
13 ratings
6 reviews
Jobscience is a cloud based ATS and CRM designed to help recruitment firms to streamline and grow their business.
vCita
6 ratings
6 reviews
vCita is a marketing-focused CRM for service providers. According to the vendor, the product helps service providers move clients through every stage of the sales cycle: from the first point of contact to closing, upselling and follow-up. vCita is a super lightweight CRM with the following features…
Method:CRM
11 ratings
5 reviews
Method:crm is a QuickBooks-integrated, web-based CRM platform.

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.