Customer relationship management (CRM) helps businesses streamline communications with customers and sales leads, store contact information, and collaborate with team members on prospects and clients. Our analysis of the best CRM systems that offer built-in features or integrations that allow companies to streamline sales, accounting, customer service, and marketing activities can help you find the right fit for your needs.

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More than 20 providers compared
Over 600 data points collected
30+ years of combined experience in the CRM space
5 layers of fact-checking

The 10 best CRM software of January 2025

CRM provider	Key features	Base price	Learn more
Featured partner Best for unlimited pipelines: monday.com	Custom dashboards with unlimited pipelines	$15.00 per user, per month	See details at monday.com
Featured partner Most user-friendly: Zoho CRM	Customizable integrations and clean interface	$20.00 per user, per month	See details at Zoho CRM
Best for scalability: HubSpot	Many plan levels and endless integrations	$20.00 per user, per month	See details at HubSpot
Simplest setup: Apptivo	Sales tools and robust integrations	$20.00 per user, per month	See details at Expert Market
Best for small teams: Freshsales	Low-cost and easy to learn	$11.00 per user, per month	See details at Freshsales
Best for sales, marketing, and service: Agile CRM	Versatile tools for multiple use cases	$14.99 per user, per month	See details at Expert Market
Best for heavy inbox users: Nimble CRM	One plan, powerful email capture tools	$29.90 per user, per month	See details at Expert Market
Best for email and social tools: ConstantContact	Marketing functions for mass emails with customized templates	Starting at $12.00 per month, based on the number of contacts who are sent emails	See details at Expert Market
Best for built-in calling: Bitrix 24	Integrated VoIP, task management, and web builder	$61.00 monthly for up to five users	See details at Bitrix 24
Best automation and reporting: Zendesk Sell	Custom call lists and bulk emails	$25.00 per user, per month	See details at Zendesk

The 10 best CRM software platforms

Best for unlimited pipelines: monday.com

Perhaps best known for its task management platform, monday.com has also developed a powerhouse CRM and a product development manager. The CRM was released in summer 2022 and in just two years has helped the company garner more than 225,000 users.

monday.com

Base price:	$15.00 per user, per month
Free trial length:	14 days
Free plan available?	Yes, for up to two users

View Offer

at monday.com

Additional features

Customizable pipelines and dashboards are available on every paid plan (limited to one dashboard on the Basic Plan)

Sales reports are not available until subscribing to the Pro Plan or above

Collaborate on shared Docs on all paid plans, but a document library is only available on the Enterprise Plan

Open API for developers

Email integration is not available until the Standard Plan or above

Calling integration is not available until subscribing to the Standard Plan or above

Customer Support

monday.com Basic Sales CRM Plan offers 24/7 customer support via live chat and email. Users can also request a phone call via the monday.com help center page. The provider also offers daily live webinars and a self-serve knowledge base. Enterprise Plan subscribers have access to a dedicated customer success manager.

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at monday.com

Why we picked it:

Monday.com is our pick for companies seeking a user-friendly CRM with unlimited customizable pipelines. It stands out for its visually appealing and intuitive interface, allowing easy workflow and pipeline customization. The software excels at project management, task tracking, and team collaboration, allowing businesses to create tailored workflows that match their unique processes. The ability to create unlimited boards and pipelines makes it an excellent choice for businesses with complex sales processes.

Pros

Unlimited customizable pipelines, boards, and documents
Web forms for capturing leads
Customizable notifications

Cons

Lacks lead and deal management features
Limited to 5GB storage per user
No two-way email integration with Gmail or Outlook on the Basic CRM Plan

Best monday.com plan for SMBs: Basic

monday.com’s Basic CRM plan works well for many small businesses because it offers competitively priced basic features that fit the needs of teams that don’t need many bells and whistles and value unlimited pipelines and boards. However, organizations that need more built-in integrations, sales automation, lead and deal management, and AI tools will need to upgrade to at least the Standard plan for $20.00 per user monthly, which is still a reasonable price for most companies.

Learn more: Read our monday.com review.

Expert insight:

“Monday.com is unbelievably easy to use. This is, in part, due to its advanced filtering capabilities. When I filter by person, it gives me all information in the database relevant to that person, including personal data, files associated with them, and conversations I’ve had with them. So, each time I interact with a customer, there’s no confusion about my company’s history with them or where we are in recent conversations. I can also email them directly from the platform by tagging their name. The platform keeps me organized, professional, and moving toward mutual goals.”

—Alana Rudder, small business expert and Fortune Recommends contributor

See monday.com plans & pricing

Plans	Free trial or plan available?	Features	Pricing, per seat per month (minimum of 3 seats)
Basic	Yes, 14 days	Unlimited custom pipelines Unlimited contacts Unlimited boards	$15.00
Standard	Yes, 14 days	AI email generator 250 custom CRM automations per month Quotes and invoices	$20.00
Pro	Yes, 14 days	Sales forecasting Sales analytics 25,000 custom CRM automations per month	$33.00
Enterprise	No	Lead scoring Team goals HIPAA compliance	Custom pricing

Most user-friendly: Zoho CRM

Perhaps the platform on our list with the lowest barrier of entry, Zoho CRM is one of many products offered in the Zoho cloud software suite. Users looking for a one-stop shop may appreciate the opportunity to bundle their CRM with marketing, accounting, and VoIP tools such as Zoho Voice.

Zoho CRM

Base price:	$20.00 per user, per month*
Free trial length:	15 days
Free plan available?:	Yes*

View Offer

at Zoho CRM

Additional features

Sales and marketing automation tools
Pipeline management board which can be customized for individual user preferences
Built-in analytics and reporting features
Document management library
Open application programming interface (API) and developer library
Integrates with voice-over-internet-protocol software for streamlined calling
Integration with email applications
Robust mobile app

Customer Support

Zoho CRM offers ample customer support to assist in the ways each customer prefers. Their support team offers live chat and phone support as well as a knowledge base to look for answers to common questions. Phone support is offered eight hours per day Monday through Friday. Additionally, Zoho offers onboarding sessions to help teams get started and set up the CRM system for their specific use cases.

Why we picked it:

Zoho offers a powerful CRM system that balances functionality and affordability. It offers a user-friendly interface with customizable pipelines and robust automation capabilities, plus a vast library of integrations that allow seamless connectivity with the company’s own software and numerous third-party apps. Whether you need contact management, lead scoring, or sales forecasting, its mobile app ensures on-the-go access while multichannel communication features streamline customer interactions across email, social media, and telephony.

Pros

Competitive per-user pricing
Up to 100 customizable email templates
Up to 10 custom dashboards

Cons

No access to artificial intelligence (AI) tools until higher-priced plans
Interface can be overwhelming for novice users
No sales forecasting features until the Enterprise plan

Best Zoho CRM plan for SMBs: Standard

The Standard plan tops our list due to its competitive pricing, robust feature set, excellent customer service and onboarding, and broad list of integrations and customizations. However, teams specifically looking for AI features will need to upgrade to the Enterprise plan.

Learn more: Read our Zoho CRM review.

See Zoho CRM plans and pricing

Plans	Pricing	Free Trial or Plan Available?	Features
Free plan	Free for up to three users	Yes	3 organization emails Sales and marketing automation tools Document library Standard reports 10 custom email templates 1GB file storage for the organization
Standard plan	$20.00 per user, per month	Yes; 15 days	50 organization emails Supports up to five currencies Email integration Up to 10 custom lead scoring rules Up to 100 custom reports 10 custom dashboards Up to 250 mass emails per day 100 custom email templates Zoho Meetings integration Google calendar integration Up to 5 CRM Marketplace extensions
Professional plan	$35.00 per user, per month	Yes; 15 days	75 organization emails Supports up to 10 currencies Up to 20 custom lead scoring rules Motivator tool for sales gamification Unlimited custom reports Unlimited custom dashboards Up to 500 mass emails per day Unlimited custom email templates Inventory management tools Customer service tools Up to 10 CRM Marketplace extensions
Enterprise plan	$50.00 per user, per month	Yes, 15 days	500 organization emails Sales territory forecasting Supports up to 25 currencies Up to 30 custom lead scoring rules Anomaly detector Up to 1,000 mass emails per day ZIA AI tool for scoring, recommendations, and email and call summaries Up to 20 CRM Marketplace extensions
Ultimate plan	$65.00 per user, per month	Yes; 15 days	500 organization emails Supports up to 50 currencies Up to 50 custom lead scoring rules Up to 2,000 mass emails per day ZIA AI tool for scoring, recommendations, and email and call summaries Up to 50 CRM Marketplace extensions

Best for scalability: HubSpot

HubSpot is a titan of the CRM industry, well-known by sales teams and marketers alike. The company was founded in 2006 and boasts over 228,000 customers in over 130 countries. The platform offers solutions for both small businesses and enterprise customers.

HubSpot

Base price:	$20.00 per user, per month
Free trial length:	None
Free plan available?:	Yes, for up to five users

View Offer

at HubSpot

Additional features

Pipeline management dashboard is included but cannot be customized for users until upgrade to the Professional plan
Up to 10 reporting dashboards with 10 reports per dashboard
Open API for developers with integration guides
Email integration for Gmail, Outlook, and Microsoft Exchange
Hundreds of app integrations
Sales automation features that can trigger tasks and email notifications, with advanced workflows in higher-tier plan

“HubSpot has many workflows we can set up, which ensures no lead falls through the cracks,” says Ultan O’Callaghan, CEO at Thooja. “For example, if someone contacts us through our website, we can easily set up a workflow to ensure they are contacted by sales rep.”

Customer Support

HubSpot’s Sales Hub Starter Plan offers email support and a comprehensive knowledge base, HubSpot Academy to learn about its rich feature set, and HubSpot Community to learn from other users. Professional Plan users gain access to phone support.

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at HubSpot

Why we picked it:

HubSpot’s Sales Hub Starter Plan gives sales and marketing professionals the option to choose which plans fit their needs. They have a wide range of integrations that make it easy to streamline business processes. However, companies that need fully customizable workflows, lead scoring, and custom reporting need to upgrade to the Professional plan, which is expensive at $90 per user monthly.

Pros

Supports up to one million sales products and 5,000 documents
Live chat and Facebook Messenger integration
Up to 5,000 email templates

Cons

Limited to one shared inbox
Limited to one HubSpot-provided phone number
Lacks automated sequences or workflows until higher-priced plans

Best HubSpot plan for SMBs: Sales Hub Starter

The Sales Hub Starter Plan gives sales and marketing professionals the option to choose which plans fit their needs. They have a wide range of integrations that make it easy to streamline business processes. Companies that need fully customizable workflows, lead scoring, and custom reporting need to upgrade to the Sales Hub Professional plan, which may be prohibitively expensive at $100.00 monthly per user.

Learn more: read our Hubspot CRM review.

See HubSpot plans and pricing

Plans	Free trial	Features	Pricing
Free	N/A	Contact management Deal pipeline Meeting scheduling Shared inbox Conversational bots Email scheduling Email reply tracking Gmail, Outlook, and Microsoft integrations	$0 (up to five users)
Sales Starter	14 days	All features on HubSpot Free plus: Sales automation Sales content analytics Automated task queues Team performance measurements HubSpot-provided phone numbers Digital signatures Conversation routing Multicurrency support Task and deal notifications Task calendar sync Payments	$20.00 per month, per seat
Sales Professional	14 days	All Sales Starter features plus: Prospecting and lead management Sales forecasting Custom reporting and analytics Customizable playbooks Call transcriptions Coaching playlists Account-based marketing (ABM) tools and automation Contact scoring Video messaging Workflow extensions Automated sequences (outreaches, follow-ups, and tasks)	$100.00 per month, per seat
Sales Enterprise	14 days	All Sales Enterprise features plus: Predictive lead scoring Recurring revenue tracking Deal journey analytics Lead form routing Advanced permissions Single sign-on (SSO) Field-level and advanced permissions Conversation intelligence (insights on customer calls)	$150.00 per month, per seat

Best for simple setup: Apptivo

Apptivo was founded in 2009 and in 15 years has grown to be used by more than 150,000 companies in nearly 200 countries. The platform has plenty of features on its own, but also plays well with others and enables hundreds of integrations with third-party platforms to streamline processes.

Apptivo

Base price:	$20.00 per user, per month
Free trial length:	30 days
Free plan available?:	No

View Offer

at Expert Market

Additional features

Pipeline management board is included, which can be customized for each user’s preferences
Email integration via Internet message access protocol (IMAP) as well as email templates, open, and click tracking
Voice-over-internet-protocol integration with providers such as RingCentral and API calls
Referral tracking to see where leads come from
Up to 25 workflows per account

Customer Support

Apptivo’s Lite plan offers customer support via email, phone, live chat, knowledge base, how-to videos, webinars, and training support. On the Lite plan, phone support is available 24/5 and live chat is offered 24/7.

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at Expert Market

Why we picked it:

Apptivo made our list of the best CRM software because it offers an easy-to-use platform for all users, a wide range of integrations, and exceptional customer support features. Its intuitive interface requires minimal training, making it easy for teams to onboard and start using the platform. It offers robust contact and lead management, customizable pipelines, and powerful reporting tools. A key component of Apptivo’s strength lies in its extensive integration options, as it can connect with over 1200 third-party applications. This flexibility allows businesses to create a tailored ecosystem that aligns with their specific needs.

Pros

Vast library of integrations
User-friendly mobile apps
Multiple sales pipelines

Cons

No free forever plan available
Limited to 18 integrations in the Lite Plan
Lacks e-commerce and marketing automation tools in the Lite Plan

Best Apptivo plan for SMBs: Lite

Apptivo Lite stands out for its simplicity and powerful integration capabilities. It provides essential CRM features at an affordable price point, including email marketing, project management, and invoicing capabilities, which makes it a versatile choice for small businesses looking to streamline their operations. Keep in mind, though, that teams in need of e-commerce tools, email sequences, and marketing automation will have to subscribe to the Premium plan or above.

Learn more: Read our Apptivo review.

See Apptivo plans and pricing

Plans	Free trial or plan available?	Features	Pricing
Lite	Yes, 30 days	18 connected apps 24 automated workflows Eight customizable dashboards	$20.00 per user, per month
Premium	Yes, 30 days	46 connected apps 75 automated workflows 25 customizable dashboards Track and manage ecommerce products	$30.00 per user, per month
Ultimate	Yes, 30 days	57 connected apps 150 automated workflows 50 customizable dashboards Automated marketing email sequences	$50.00 per user, per month
Enterprise	No	65 connected apps 300 automated workflows 100 customizable dashboards Google Maps integration	Custom pricing

Best for small teams: Freshsales

Freshsales CRM is part of the Freshworks software suite, which means businesses may find solutions for more than just sales and marketing needs here. The price is one of the most affordable on our list, even offering a free plan for very small teams.

Freshsales

Base price:	$11.00 per user, per month
Free trial length:	21 days
Free plan available?:	Yes, for up to three users

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at Freshsales

Additional features

Pipeline management dashboard, which can be customized on higher-tier plans
Basic reporting and analytics―advanced reporting is available on higher-tier plans
Two-way email sync
Social media integrations with short message service (SMS), Facebook, WhatsApp, Line Messenger, and Google Business messages
Mobile iOS and Android apps

Customer Support

Freshsales offers 24/5 support for all plan tiers via phone, email, and live chat. They also offer a robust knowledge base with how-to articles and the ability to file support tickets.

Why we picked it:

Freshsales is our pick for smaller teams needing an easy-to-learn, cost-effective CRM solution. It offers an intuitive interface with AI-powered insights, making it accessible for CRM novices. Users will find comprehensive tools for contact management, lead scoring, and pipeline visualization, as well as built-in phone and email tracking features that enhance communication efficiency.

On the Pro plan and above, Freshsales provides robust automation capabilities, allowing teams to streamline repetitive tasks and focus on high-value activities. The Growth plan.

Pros

User-friendly mobile apps
Email templates
Built-in native phone application

Cons

Does not offer multiple sales pipelines on entry-level plan
Lacks advanced workflows on entry-level plan

Best Freshsales plan for SMBs: Growth

Freshsales’ Growth Plan made our list of the top CRMs for small businesses because it’s a low-cost option built to support smaller teams as they scale. It includes essential features such as workflow automation, custom reports, and multiple sales pipelines, offering a balanced mix of functionality and affordability.

When your team grows to the point they need advanced workflows and reporting tools or multiple sales pipelines, it will be time to upgrade to a higher-priced plan. Thankfully, Freshsales gives you the ability to scale with the growth of your business, making it an excellent choice for businesses that anticipate expanding their CRM needs over time.

See Freshsales plans and pricing

Plans	Free Trial or plan available?	Features	Pricing
Free	Yes	Account and contact management Deal management Built-in phone and live chat	$0
Growth	Yes	Visual sales pipeline Integration with short message service (SMS), WhatsApp, Facebook Messenger, and Google Business messages 20 basic workflows	$11.00 per user, per month
Pro	Yes	10 sales pipelines 50 basic workflows and 50 advanced workflows Access to Freddy AI insights	$47.00 per user, per month
Enterprise	Yes	AI-powered forecasting insights 10 custom modules Profiles automatically enriched with public information	$71.00 per user, per month

Best for streamlined sales, marketing, and service: Agile CRM

As the name might imply, Agile CRM is a versatile product that can serve multiple needs. It has a smaller customer base than some of its competitors, at only 20,000 users, but its team prides itself on building a powerful product specifically designed for small businesses.

Agile CRM

Base price:	$14.99 per user, per month
Free trial length:	none
Free plan available?:	Yes, for up to 10 users

View Offer

at Expert Market

Additional features

Customizable pipeline dashboard to meet user’s needs and preferences
Comprehensive reports for deals, tasks, and sales revenue
Store unlimited deals, tasks, and documents
Ability to make and receive phone calls in the browser with session initiation protocol (SIP) telephony
Open API for developers
Email integration with IMAP

Customer Support

Agile CRM offers 24/5 customer support via email and phone. Starter Plan users have access to a knowledge base to search for answers to commonly asked questions.

Why we picked it:

Agile CRM provides a low-cost CRM solution for companies that need a comprehensive sales, marketing, and service platform. It particularly shines for offering marketing automation features for a low price point. However, teams looking for more robust customer service, such as a dedicated account representative or an onboarding coach must subscribe to the Enterprise plan.

Pros

Store up to 10,000 companies and contacts
Lead scoring in every plan
Sales, marketing, and service features included

Cons

Social monitoring not included until higher-tier plans
Starter plan is limited to five automation triggers
Lacks mobile marketing features are not available until the Regular plan

Best Agile CRM plan for SMBs: Starter

While Agile CRM’s free plan gets things off to a decent start, we’d suggest going ahead and signing up for the Starter plan. It has an affordable rate of $14.99 monthly per user and once you’re ready to commit, you can cut that price nearly in half by signing up for a two-year term. On this plan you’ll have access to the vast majority of tools you’d expect from a more expensive platform, including form builders, automation tools, and email campaigns.

Teams should consider upgrading to the Regular plan if they exceed the number of workflows allowed on the Starter plan, and to the Enterprise plan if looking for more robust customer service, such as a dedicated account representative or an onboarding coach.

Learn more: read our Agile CRM review.

See Agile CRM plans and pricing

Plans	Free trial or plan available?	Features	Pricing per user, per month
Free	Yes	Unlimited deals, tasks, and documents Appointment scheduling Lead scoring	$0
Starter	No	Email campaigns Marketing automation Landing page builder	$14.99 per user
Regular	No	Helpdesk Canned responses Create service groups	$49.99 per user
Enterprise	No	50-plus integrations Syncs with Stripe, Shopify, and Google Basic reports	$79.99 per user

Best for heavy inbox users: Nimble CRM

With its own roots as a small business, Nimble understands the struggles of entrepreneurs more than some. A straightforward price point is just one way that Nimble seeks to make itself accessible to its user base.

Nimble CRM

Base price:	$29.90 per user, per month
Free trial length:	14 days
Free plan available?:	No

View Offer

at Expert Market

Additional features

Unlimited, customizable pipelines and vertical industry deal templates
Unlimited email templates
Individual and team reports
2GB of storage per user with the option to upgrade storage in 10GB increments for an additional $10 monthly
Microsoft and Google email, calendar, and contact sync
Over 20 custom widgets for user dashboards

Customer Support

Nimble offers exceptional customer support with live chat, email, a knowledge base, and free 1:1 phone calls. They even offer daily live Q&A sessions and weekly training webinars to support users.

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at Expert Market

Why we picked it:

Nimble CRM keeps things simple with one pricing tier that provides nearly everything a sales professional needs. It works within users’ existing email platforms, making it exceptionally user-friendly for those who spend most of their time in their inbox. The software offers robust contact management, deal tracking, and task management capabilities. While it may lack some advanced marketing automation features, Nimble provides a comprehensive view of customer interactions across multiple channels, making it ideal for businesses that prioritize relationship-building and personalized communication.

While it isn’t the cheapest provider on our list and some integrations cost extra, its customers praise its AI functionality and say the software is very user-friendly. Teams looking for more robust marketing tools should consider a different provider, such as HubSpot or Zoho CRM.

Pros

Offers unlimited customizable workflows
Up to 1,000 custom fields
Nimble Prospector browser extension to create and edit contact records

Cons

More expensive than some other options on our list
VoIP phone system integration is an extra cost
Most third-party integrations require an extra cost

Learn more: Read our Nimble CRM review.

Best for email and social tools: Constant Contact

Well known for its email marketing tools, Constant Contact also offers a CRM platform that works hand-in-hand with its lead generation tools to help sales teams contact more customers and close more deals.

Constant Contact

Base price:	Custom pricing required
Free trial length:	30 days
Free plan available?:	No

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at Expert Market

Additional features

Pipeline dashboard can be customized for each user
Reach and engagement reporting for email campaigns
Open API for developers to generate keys for the CRM
Gmail and Office 365 email integration
Automated welcome emails

Customer Support

Constant Contact users have access to support via live chat, a self-service knowledge base, and phone. Chat is available Monday through Friday from 3 a.m. to 8 p.m. Eastern time. Phone support hours vary by department Monday through Saturday. Constant Contact also offers video tutorials and free webinars.

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at Expert Market

Why we picked it:

Constant Contact made our list because it’s a powerful option for companies to manage leads, engage prospects with email tools, and track revenue. Drag-and-drop email tools and customizable templates make it easy to build powerful campaigns with clear lead scoring and reports organized on an intuitive sales pipeline.

Teams that need the ability to schedule email sends, conduct A/B testing, put dynamic content in emails, and create advanced automations may require upgrading to more advanced tiers of service. Interested customers must reach out to a sales representative to discuss their needs and get a custom quote.

Pros

30-day money-back guarantee
Discounted rates for nonprofits
AI content recommendations

Cons

CRM pricing requires a custom quote, making it hard for SMBs to quickly determine if it’s in the budget

Learn more: Read our Constant Contact CRM review.

Best for built-in calling: Bitrix24

Bitrix24 was founded in the late 2000s by a team focused on improving communication while building collaboration. The result? A powerful CRM tool that is now used by millions around the world.

Bitrix24

Base price:	$61.00 monthly for up to five users
Free trial length:	15 days
Free plan available?:	Yes, with limited features

View Offer

at Expert Market

Additional features

Up to five pipeline dashboards with the ability to make custom fields
Up to 100,000 leads, deals, contacts, or companies in sales intelligence reports
Ability to store and video documents, but collaborative editing is not available until the Standard Plan
Email integration with Gmail, Outlook, iCloud, Office365, Exchange, Yahoo, and AOL
Integration with popular VoIP systems like RingCentral, Vonage, and GoTo Connect
Product catalog with up to 3,000 products and the ability to process payments in the CRM

Customer Support

Bitrix24 offers excellent customer support for all paid plan subscribers. Support avenues include online training via built-in tooltips throughout the platform, video tutorials, webinars, and live chat. However, phone support is not available.

Why we picked it:

Bitrix24 Basic is our recommendation for small teams needing a comprehensive flat-rate CRM with excellent built-in communication tools. Users can save money on a separate VoIP system with its integrated chat, video calls, and a built-in phone system. While the interface may have a steeper learning curve due to its extensive feature set, it provides exceptional value for teams looking for an all-in-one business management solution. Plus, the generous 15-day free trial gives new users a chance to check things out before making a commitment.

Pros

Unlimited built-in phone calls, including video calls
Competitive pricing for small teams
Store an unlimited number of deals

Cons

Basic plan only supports up to five users
Only 24GB of storage for the organization
Lacks custom fields in tasks and projects

Best Bitrix24 plan for SMBs: Basic

The Basic plan made our list due to its extensive list of document storage tools, task management, and calling features. While you can’t do screen sharing without upgrading, this is still a solid foundation for growing teams that plan to scale as they grow. Users may also benefit from the HR tools included in this plan, potentially eliminating the need for a separate service in that department.

For improved collaboration features, the Standard Plan is still affordable at $124.00 for up to 50 users and the Professional plan supports up to 100 users for $249.00 monthly. However, teams who don’t need e-commerce tools or use another tool for phone and video calls may want to choose a different platform where you can pay per user and have a bit more control over the feature set.

Learn more: read our Bitrix24 review.

See Bitrix24 plans and pricing

Unlike others on our list, Bitrix24 doesn’t charge per user. Instead, businesses pay one flat rate that covers everyone, up to the maximum number of users permitted on that plan level.

Plans	Free Trial or Plan Available?	Features	Pricing
Basic	Yes; 15-day free trial and free forever plan	24GB Includes 5 users 1 account administrators Collaboration, tasks and projects, CRM, Bitrix24 sign, drive, contact center, website builder, and online store	$61.00 per organization, per month
Standard	Yes; 15-day free trial and free forever plan	100GB Includes 50 users 5 account administrators Everything in Basic plan plus; segment-based email marketing, online documents, and administration	$124.00 per organization, per month
Professional	Yes; 15-day free trial and free forever plan	1,024GB Includes 100 users 10 account administrators Everything in Standard plus sales intelligence, workflow automation, and human resources (HR)	$249.00 per organization, per month
Enterprise	Yes; 15-day free trial and free forever plan	3TB Includes 250 users 25 account administrators Everything in Professional plus unlimited branch accounts, high-performance enterprise cluster, and encryption at rest.	$499.00 per organization, per month

Best automation and reporting: Zendesk Sell

A relative newcomer in the space, Zendesk Sell only launched in 2018. But with the backing of the larger Zendesk brand behind it, and a hefty $10 billion investment in 2022, it has quickly grown to service the needs of more than 100,000 customers in over 150 countries.

Zendesk Sell

Base price:	$25.00 per user, per month
Free trial length:	14 days
Free plan available?	No

View Offer

at Expert Market

Additional features

Up to two customizable sales pipelines
Prebuilt sales dashboards are available on the Team Plan and advanced reporting is included on the Growth Plan and up
Up to 2GB of document storage for each user
Open API for developers on all plans with public apps and integrations
Email and calendar integrations with common providers
Integrated calling with Sell Voice

Customer Support

Zendesk Sell offers support for subscribers via a Help Center with onboarding guides, frequently asked questions (FAQs), videos, and a user community. They also have chatbots that can answer questions within the platform which can connect users to a live agent if needed.

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at Expert Market

Why we picked it:

Zendesk Sell is a streamlined CRM platform designed to boost sales productivity and revenue through its robust reporting tools. Lovers of emergent tech tools will appreciate its AI-powered forecasting, and companies that want to streamline processes will appreciate the built-in calling system that negates the need for a separate VoIP service.

As one would expect by the name, the CRM platform seamlessly integrates with Zendesk’s customer service software, providing a unified view of customer interactions. While it may have limited customization options compared to some competitors, its user-friendly interface and strong mobile experience make it an excellent fit for many sales teams. And if the software doesn’t offer a native solution for your team’s needs, chances are there’s a compatible third-party integration that can get the job done.

Pros

Up to two customizable sales pipelines
Automated sales triggers and task plus appointment setting
Email tracking

Cons

Lead and deal scoring not available until the plan
Product catalog not available until the Sell Growth plan
Lacks sales forecasting and advanced activity reports until the Sell Growth plan

Best Zendesk Sell plan for SMBs: Team

Zendesk Sell’s Team plan is a good option for teams that need only one or two sales pipelines but want the ability to customize them with specific fields, filters, and tags. The CRM tool also offers basic automation and activity tracking on the Team plan. Companies that need more than two pipelines, advanced reporting and automations, and product catalogs will need to upgrade to the Sell Growth plan for $69.00 monthly per agent, which may be restrictive for some teams.

Learn more: read our Zendesk Sell review.

See Zendesk Sell plans and Pricing

Plans	Free trial	Features	Pricing
Sell Team	Yes, 14 days	Two customizable sales pipelines Task and appointment setting Email and calendar integrations Email tracking, call tracking, call recording, and text messaging Team document repository Prebuilt sales dashboards Smart lists and templates Data import and export Robust application programming interfaces (APIs) Single sign-on (SSO)	$25.00 per user, per month
Sell Growth	Yes, 14 days	All Sell Team offerings and: Advanced and custom sales reports Sales forecasting and goals tracking Prospecting and enrichment credits Email sequences Unlimited email templates and personalization tags Business phone number Advanced activity reports Goals tracking Sequence reporting Product and price book	$69.00 per user, per month
Sell Professional	Yes, 14 days	All Sell Growth offerings and: Lead and deal scoring Task automation Advanced roles and permissions Company hierarchy tree Customized notifications Automated power dialer Call scripts Link sharing	$149.00 per user, per month
Sell Enterprise	Yes, 14 days	All Sell Professional offerings and: Unlimited sequences Unlimited sales pipeline Direct dial phone number Company technology stack	$219 per user, per month

What is CRM software?

CRM software is a tool companies use to track a customer’s journey from awareness to a closed deal. CRM solutions not only track and manage leads through each stage of the sales pipeline, but they also typically include marketing, accounting, and customer service features that streamline every part of earning a new customer’s business.

Effective CRM platforms help team members organize outreach and track communication history to ensure no deal falls through the cracks. Plus, many CRM software providers offer customer support to help teams get the most out of adopting the product.

What are the benefits of CRM software?

Sales organizations that adopt CRM software enjoy a plethora of benefits that help them earn, retain, and satisfy customers. Some of the top benefits of CRM include:

Central data hub: Storing customer and prospect data in one place helps teams stay organized and fosters inter-departmental collaboration to improve the customer experience.
Data for actionable insights: Most CRMs offer a variety of sales and marketing reports such as churn rate and customer lifetime value (CLV) that help teams discover buying matters, what increases retention, and where deals get stuck.
Improved customer service: Many CRM solutions include streamlined customer service features that allow them to get answers to their questions from support agents quickly.
Mobile access: Nearly every CRM tool has free iOS and Android apps so professionals can view and update deals and contacts on the go
Built-in marketing tools: Many CRM platforms have plans that include marketing features like email and social media tools, A/B testing, and social listening
Automation features: The best CRM software tools include tools that put parts of your sales process on autopilot, such as email sequences, sales triggers, and automated tasks and reminders.

Who should use a CRM?

CRMs are built for nearly any professional who interacts with potential clients as a key function of achieving their business goals. Typical examples of professionals who benefit from using a CRM include sales and marketing teams, customer support teams, and companies with a robust customer base that need to organize their prospects.

However, it’s not just larger organizations that should consider adopting CRM software. Even solopreneurs and small businesses can reap the benefits of implementing a CRM to track prospect and customer interactions. It’s a great best practice to use a CRM when you start a business and prospect your first clients and scale your CRM as you grow. Many CRMs offer a wide range of plans (some are even free) that allow you to scale with your budget.

These are a few industries that commonly utilize CRM software:

Department	CRM benefits
CRM for sales	Using a CRM for sales makes managing leads efficient as well as helps track customer communications throughout the buying process until a deal is won or lost.
CRM for marketing	Most CRMs offer customer segmentation tools that allow marketers to create marketing campaigns targeted to specific customer personas and audiences.
CRM for customer service	CRM platforms empower customer support teams with a centralized hub for tracking support tickets, which results in a quicker resolution time and more satisfied, loyal clients.
CRM for client onboarding	Many CRMs can create an onboarding process similar to a sales process for newly earned clients. This is especially helpful for organizations selling a service rather than a product with tracking for key expectations for service delivery.
CRM for managers	Most CRMs include reporting and analytics features that give managers meaningful insights into how long it takes deals to close, common objections, which marketing campaigns perform the best as well as how well team members are performing.

Pro tip:

“Consider what your sales team needs to do their job more effectively. For example, many of the top CRM solutions have auto lead routing tools that will assign incoming leads to your sales staff automatically. Some offer this as a basic round-robin while others have more advanced features that enable you to assign incoming leads dynamically based on a variety of factors to help ensure the right sales rep lands the right lead.”

—Kelly Main, small business expert and Fortune Recommends contributor

Which businesses should not get a CRM?

While CRMs have nearly endless benefits for companies of all sizes, they aren’t for everyone. For example, if you have very few customers to manage, you can likely get by using a spreadsheet to manage your client relationships. Furthermore, while free CRMs exist, they are limited in their capabilities, so you should not expect a free CRM tool to meet all your business needs if you aren’t willing to create a budget for one long-term.

Before you decide to invest in a CRM tool, keep in mind that they cannot:

Guarantee more sales are won: CRM platforms streamline and make the sales journey more effective for teams, but they can’t complete the outreach for you or close deals automatically.
Replace staff: Just as a CRM can’t guarantee you close a sale, it can’t mimic human behavior and provide the human touch that a salesperson or customer service agent can. CRMs are meant to help your team become more efficient, identify customer behaviors and buying patterns, and automate some manual processes―but not replace them.
Create a sales process and update data automatically: Many CRM systems offer AI features that automate some parts of the sales process, you still need to set up your sales process in the first place and make tweaks as you go. An excellent CRM provider will offer onboarding services to help you get started and provide ample support along the way.

How much do CRMs cost?

CRMs have a variety of pricing models ranging from free plans to hundreds of dollars per month. The typical models for CRM pricing include:

Free plans: Some CRMs offer free plans for a small number of users or a limited number of features. These are popular with new or small businesses trying out a CRM for the first time that can scale to paid plans as they grow.
Per-user pricing: Often known as the number of “seats,” this pricing model charges a flat rate for each CRM user.
Flat pricing: This model involves a flat monthly (or yearly) rate for an unlimited number of users.
Feature-based or tiered pricing: This pricing model offers customized pricing based on the features you need in your plan. For example, some CRMs offer sales, sales, and marketing plans, or all-in-one plans that include, sales, marketing, and customer support features.

How to choose the best CRM software

With no shortage of CRM providers on the market, choosing one to fit your business needs can feel overwhelming. Here are some of the key factors to consider:

Set your budget: Decide how much the business can pay for a CRM solution. CRM pricing plans typically come in per-user monthly pricing with reduced rates for an annual commitment. Many offer free trials and free forever plans with limited features.
Consider available integrations: Companies that use a variety of other business software for project management, marketing, or accounting should see if the CRM they’re considering offers integrations with those tools―and assess if they are included at no cost. Sometimes, teams can discontinue using software if the CRM includes a built-in tool, saving money.
Survey the team: Leaders should ask team members from each department what their needs are from a CRM tool and make a list to use when comparing features from various providers. Having input from the team also fosters CRM adoption across the organization.
Assess onboarding and support needs: Every CRM provider offers some level of support to onboard and train users but you need to decide on the level of support the team needs. For example, if a company is looking for a dedicated onboarding specialist to train the team, ensure that it’s included in the CRM plan.

Alternatives to CRM software

While most sales organizations benefit from implementing CRM software, smaller teams or solopreneurs might not have the budget or need for a full CRM platform. Some of the top CRM alternatives include:

Google Sheets: Smaller companies with a small client base and only one or two team members may choose to track their sales pipeline with a Google Sheet, using one sheet for each month.
Project management programs: When a robust CRM tool without all the integrations and tasks isn’t desired, project management programs like Trello, Asana, or Airtable are suitable simplified CRM alternatives.
Note-taking software: Many free and paid note-taking apps on the market can store customer data and encourage collaboration without adopting a full-fledged CRM. Popular options include Notion, Evernote, Google Keep, and Microsoft OneNote.

The takeaway

CRMs are valuable business software tools that help teams build and grow a solid book of business while increasing their bottom line and fostering strong client relationships. Before choosing a CRM, decide if you need one, which features are most important for your company, and conduct ample research on the many options available. Finally, choose a CRM that is easy to use and offers onboarding and customer support resources.

Our methodology

The Fortune Recommends team compared a list of more than 20 of the best CRM providers available in the U.S. We selected our top picks using specific categories based on the percentages listed below:

Annual cost (30%): Our scoring took into account both monthly and annual pricing as well as the number of team members that can use the plan level.
General features (20%): We considered features that any CRM worth its salt should include, such as reporting tools, document management, and third-party integrations.
Pipeline management (10%): A crucial part of closing any deal, your chosen CRM should support managing customers in the sales pipeline and call attention to points in the journey where you should reach out to them.
Dashboard customization (10%): Every team works a bit differently, and a solid CRM should enable you to adjust the platform to work well for your team by offering customization options that keep work flowing smoothly.
Additional features (10%): This category encompasses less common features such as task delegation and automation, which are nice to have but are not necessarily essential for everyday processes.
Customer support (10%): We took a look at how many ways users can contact customer support, what types of self-service options are available, and what hours you can reach a human in case of an emergency.
Free trial length (5%): Extra points were awarded for longer free trials that allow you to get a strong sense of whether the system will work for your needs.
Free plan availability (5%): Bonus points were awarded to companies that offer free plans with limited functionality but no expiration date.

Learn more about how we rank our business solutions.

Frequently asked questions

Are free CRMs safe to use?

Many well-known CRM providers offer a free version of their software that is slim on features, but still offers strong security. You may not have access to the same level of support or permission control as you would on a paid plan, but your information should be safe. Always confirm that the company you’re considering using maintains a level of encryption that meets your needs; for example, if you require HIPAA compliance, a free platform may not suffice.

What's the easiest CRM to implement and use?

Many CRMs offer basic plans designed for ease of use. Beginners often start with these simple, no-cost options, like HubSpot CRM’s free plan, to get acquainted with CRM fundamentals and identify the features they’ll need as their business expands.

Which CRM is best for small businesses?

According to our expert review, Zoho CRM’s Standard Plan stands out as the top choice for small businesses. It excels in functionality, user experience, pricing, and customer support. Its customizable integrations and ease of use make it our top recommendation among CRM solutions.

What are the common challenges to adopting a CRM?

Common drawbacks or challenges of choosing and implementing a CRM include staff buy-in and cost. While free CRMs are available, they have feature limitations. Plus, you must get your team to buy into implementing a CRM system for it to be effective.

The 10 best CRM software of January 2025

Best for unlimited pipelines: monday.com

monday.com

Why we picked it:

Pros

Cons

Best monday.com plan for SMBs: Basic

Expert insight:

Most user-friendly: Zoho CRM

Zoho CRM

Why we picked it:

Pros

Cons

Best Zoho CRM plan for SMBs: Standard

Best for scalability: HubSpot

HubSpot

Why we picked it:

Pros

Cons

Best HubSpot plan for SMBs: Sales Hub Starter

Best for simple setup: Apptivo

Apptivo

Why we picked it:

Pros

Cons

Best Apptivo plan for SMBs: Lite

Best for small teams: Freshsales

Freshsales

Why we picked it:

Pros

Cons

Best Freshsales plan for SMBs: Growth

Expert insight:

Best for streamlined sales, marketing, and service: Agile CRM

Agile CRM

Why we picked it:

Pros

Cons

Best Agile CRM plan for SMBs: Starter

Best for heavy inbox users: Nimble CRM

Nimble CRM

Why we picked it:

Pros

Cons

Best for email and social tools: Constant Contact

Constant Contact

Why we picked it:

Pros

Cons

Best for built-in calling: Bitrix24

Bitrix24

Why we picked it:

Pros

Cons

Best Bitrix24 plan for SMBs: Basic

Best automation and reporting: Zendesk Sell

Zendesk Sell

Why we picked it:

Pros

Cons

Best Zendesk Sell plan for SMBs: Team

What is CRM software?

What are the benefits of CRM software?

Expert insight:

Who should use a CRM?

Pro tip:

Which businesses should not get a CRM?

How much do CRMs cost?

How to choose the best CRM software

Pro tip:

Alternatives to CRM software

The takeaway

Our methodology

Frequently asked questions

Read more small business guides

The 10 best CRM systems for small businesses in January 2025