The customer relationship management (CRM) tools market is vast and diverse, with many options. These tools vary in features, industry suitability, orientation and pricing.
To simplify your search for the perfect CRM solution, we compared 15 of the best CRM tools in 2025.
What are CRM Tools?
CRM tools are software solutions that capture a company’s customer data and make it accessible, from contact information to customer history and interactions with marketing content.
Beyond data entry in spreadsheets, CRM tools enable businesses to manage and analyze customer interactions and data.
Your essential CRM toolkit: 15 powerful solutions for business growth
The CRM market is expanding and is projected to reach $163 billion by 2030, growing at an annual rate of 14.6%.
These figures highlight the need for modern CRM tools for businesses, but what is the best CRM software for your company? Here are our top CRM tools.
Best overall CRM tools
1. Pipedrive
With Pipedrive’s CRM, enjoy visual pipeline management, a chatbot for lead generation, various marketing and sales automation features and customizable dashboards.
This management software is especially useful for small to medium-sized businesses. Users can adjust the pipeline stages to their marketing and sales cycle with a few clicks. Customers particularly praise the tool’s user-friendliness and intuitive interface.
Drag and drop leads along the sales pipeline with the help of the AI Sales Assistant to ensure optimal contact timing. Pipedrive also offers an integrated email tool with customizable templates, making planning, setting up and automating campaigns easy.
Access the mobile CRM and use Pipedrive as an iOS or Android mobile app. Its intuitive design makes the software particularly easy to use, ensuring you get a 360-degree view and never lose sight of a deal. Finally, Pipedrive’s Knowledge Base acts as your help desk.
What people are saying:
– Pipedrive customer.
Who it can help: Small and medium-sized businesses that want to manage pipelines easily with automations.
Price: from $14 to $99
The state of sales and marketing 2024
2. SAP
SAP’s CRM is a scalable solution that promises a personalized customer experience for large enterprises. The tool tailors to different industries and teams, including:
E-commerce
Customer information
Sales
Service
Marketing
SAP’s Sales Cloud features an adaptable pipeline, workflow automations, an activity feed and customizable reports.
What people are saying:
Who it can help: Companies that need insight about specific target markets.
Price: available upon request
3. Google Workspace
Google Workspace provides businesses with several tools for creating basic contact management systems. It’s not a traditional CRM system but offers a foundation for teams with limited budgets.
With a Google Workspace subscription, companies gain access to Google tools like Gmail, Drive, Forms, Keep and Slides.
Users can set up sales automations via macros in Sheets and organize newsletter campaigns and appointments using Gmail or Calendar.
Note: For a more powerful CRM tool, connect Pipedrive with Google.
What people are saying:
– G2 review.
Who it can help: Businesses and remote teams that need a communication and collaboration tool.
Price: from $7 to $22 plus custom pricing for enterprise plans
4. Microsoft Dynamics 365 Sales
Sales teams can manage the sales process, from lead acquisition to closing deals, with the CRM tool Microsoft Dynamics 365 Sales.
Connecting to LinkedIn’s Sales Navigator lets users generate new customers from social networks.
Additionally, combine the system with an enterprise resource planning (ERP) solution to organize lead management and supply chains from a centralized platform.
– G2 review.
Who it can help: Microsoft users who want an integrated CRM tool.
Price: from $65 to $150
5. SuperOffice
SuperOffice provides a platform for team collaboration. This cloud-based CRM focuses on building business relationships.
Customize the system to meet varying requirements and use AI tools to connect teams or organize data.
A key feature of SuperOffice is the Customer Engagement Platform, designed for unique customer experiences. This sales management tool allows users to sync calendars and oversee project management.
What people are saying:
Who it can help: B2B customers looking for a connected CRM.
Price: from $60 to $370 plus custom pricing options
6. Salesforce
Salesforce’s cloud-based customer relationship management tool features functionalities that simplify customer relationship management.
Salesforce offers customizable CRM solutions – Sales Cloud, Marketing Cloud and Service Cloud – to align with business processes.
Each solution provides a foundation for contact data management and facilitates customer communication through marketing and workflow automation features.
Opt for sales forecasting, email marketing or a CRM ticketing system. Salesforce’s cloud-based CRM features functionalities that simplify customer relationship management.
What people are saying:
– G2 review.
Who it can help: Growing teams that need more customization and automation.
Price: from $25 to $500
7. Zendesk
Zendesk provides two CRM solutions: Zendesk Sell for sales teams and a customer service platform.
Zendesk Sell offers real-time pipeline management and sales forecasting. The Zendesk customer service solution also has a suite of tools, including a ticketing system and a self-service Help Center.
What people are saying:
Who it can help: Teams with overworked help desks that need assistance with support tickets.
Price: from $19 to $115 plus custom pricing offers
8. SugarCRM
SugarCRM enables marketing, sales and customer service teams to collaborate throughout the customer lifecycle.
It offers a suite of specialized modules – Sugar Market, Sugar Sell and Sugar Serve – to address the needs of each department. Users can integrate email and calendar tools and leverage automation features.
What people are saying:
Who it can help: Teams that want to increase collaboration while fulfilling customer needs.
Price: from $19 to $135
9. Keap
Keap is for small businesses experiencing growth pains and looking to scale their processes. Its automation features support sales and marketing teams in optimizing workflows and driving efficiency.
Features include automated follow-ups triggered by specific events and intelligent contact organization based on acquisition sources. The platform’s user interface caters to businesses seeking to accelerate growth.
What people are saying:
Who it can help: Small businesses that need to automate the lead tracking and nurturing process.
Price: from $249
10. Zoho
Zoho CRM allows users to customize its design to align with corporate branding.
Beyond aesthetics, the platform provides features designed to enhance customer relationships. Reach target audiences through various channels, including phone, email, live chat and social media. Leverage data to pinpoint communication timing and channels.
Zoho CRM’s automation capabilities and its sales assistant, Zia, facilitate repetitive tasks, freeing time for customer interactions.
What people are saying:
– G2 review.
Who it can help: Cloud customers requiring assistance with lifecycle management.
Price: $25 to $59 plus custom options
CRM programs for marketing
The following CRM tools have features to help with your marketing activities, including email campaigns, landing pages, web forms and social media integrations.
Besides these core features, the CRM tools below often include advanced marketing automation, analytics and reporting capabilities. Marketers and sales reps can organize processes, gain actionable insights and make data-driven decisions to optimize campaigns.
11. Campaigns by Pipedrive
Pipedrive has a powerful email marketing solution called Campaigns. Combine Pipedrive with Campaigns to get all your sales and marketing needs on one platform.
Campaigns offers an email builder with plenty of templates, insightful email analytics and email segmentation features to help you target leads and customers with personalized and persuasive messages.
What people are saying:
– Pipedrive customer.
Who it can help: Businesses that need intuitive and simple email marketing software to create winning campaigns.
Price: from $13
12. Act!
Act! CRM offers marketing tools designed to drive customer engagement and growth. Create personalized marketing campaigns, build targeted landing pages, automate workflows, prioritize tasks and integrate with email or calendar tools.
The platform’s interactive dashboards provide insights into customer relationship management, enabling data-driven decision-making for marketing teams. The Sales Process Management module also allows salespeople to track and optimize their sales pipeline.
What people are saying:
– G2 review.
Who it can help: Small and midsize businesses looking to integrate functionalities.
Price: from $30
13. Insightly CRM
Insightly CRM positions itself as the leading solution for building lasting customer relationships. It offers a suite of CRM platforms tailored to sales, service and marketing teams.
Each platform offers workflow automation, email campaign management and comprehensive lead-nurturing capabilities throughout the customer journey.
Visual dashboards provide insights for decision-making, while email templates simplify newsletter creation. Additionally, customizable forms enable customer feedback collection for engagement and understanding.
What people are saying:
Who it can help: Companies looking to build relationships at scale.
Price: $29 to $99
Free CRM tools for small businesses and startups
Finding the best CRM tools for small businesses and startups within a limited budget is challenging. Several CRM systems offer free versions with features to manage customer relationships without incurring high costs.
These free CRM solutions provide a starting point for small businesses and startups, enabling them to build a solid foundation for their customer relationship management. However, as your business needs evolve, you’ll need to move to a paid plan to get the best solution.
14. HubSpot
HubSpot offers a suite of targeted solutions to enhance business performance. The Marketing Hub allows for expanded brand outreach through optimized landing pages and lead generation via live chat.
The Sales Hub streamlines the sales process, while the Service Hub enhances customer support with tools like ticketing and feedback management. All Hubs include metrics for tracking and analyzing customer relationship management, customizable email templates and document management within the CRM.
The free version is limited to the basics of CRM.
What people are saying:
15. Freshsales
Freshsales CRM, developed by Freshworks, provides sales teams context-based insights and tools to create personalized customer interactions. It offers deal management and email integration, among other automation features that enhance productivity.
Capturing user information through web forms and utilizing Predictive Contact Scoring allows businesses to identify and rank leads. Besides its sales CRM, Freshworks offers the Freshsales Suite, which combines sales and marketing capabilities.
What people are saying:
– G2 review.
Who it can help: Companies getting started with automation that want a free option.
Price: from $0
CRMs in the United States: CRM tools with US server locations
Many popular CRM solutions offer US-based server locations, ensuring compliance with US regulations and potentially faster data access for American companies. Some of the tools mentioned in this comparison that provide this option include:
Pipedrive
SAP
Hubspot
While not all providers in this list are based in the US, several offer the flexibility to host data in American data centers, catering to US-based businesses’ specific needs and preferences.
Final thoughts
Choosing the right CRM software is a strategic decision that can impact your business’s success and customer retention rate.
Modern CRM solutions offer the ability to send automated email campaigns, engage with customers through live chat and nurture leads at the right time. Investing in a comprehensive CRM platform can simplify your sales process, enhance customer engagement and drive revenue growth.
A well-implemented customer relationship management tool like Pipedrive empowers your team with the tools and insights needed to cultivate strong customer relationships, identify new opportunities and close more deals, ensuring no potential customer falls through the cracks. Sign up for a 14-day free trial to learn more.
