Best CRM Tools for Your Business Success in 2024

Vlad Oleksiienko 10 May 2024

Over the last decade, the number of different types of business software has skyrocketed, so much so that it may become quite overwhelming to build your tool stack from scratch. However, the one core tool that gravitates to all other software and is irreplaceable is the CRM.

So, what are CRM tools? A Customer Relationship Management (CRM) platform is an all-in-one tool that empowers businesses to keep all of their customer data, communication, and buyer journeys under one roof. Modern CRM automation tools have greatly developed over the years and now also have tons of other extensive features that consolidate even more business operations.

CRMs are crucial for all B2B and B2C businesses that in any way connect with customers digitally, helping them stay on top of all opportunities, boost productivity and efficiency, and maintain a constant flow of data to make informed decisions.

In this article, we’ll take a look at some of the top CRM management tools out there, each with its own unique features and specialization, to help you pick the right one for your business.

Choosing the best CRM platform

This list of top sales CRM tools is based on user reviews, features, integration capabilities, etc. Still, it’s worth noting that given how diverse businesses can be, their unique CRM needs will differ, meaning it’s crucial to find the one that best aligns with your business operations.

Some other key factors when choosing the right CRM platform include:

Customization features → some CRMs are ‘set in stone’, which works well for some teams, while others are easily customizable to make the user experience even better.
Integration capabilities → chances are, your business will have an array of other supplementary tools, and it’s crucial to ensure that your CRM integrates with them all.
UI and UX → considering CRMs are software businesses will use in their day-to-day lives, it’s important to ensure the platform is easy and pleasing to use.
Scalability → some CRMs are designed exclusively for small businesses, while others may be more flexible in terms of the scale of customers and operations.
Pricing → businesses at different growth stages have different budgets for their tech stacks; plus, a small business wouldn’t need the complex features of enterprise CRMs.

There are many types of CRM tools, but the common core features most share include lead management, sales analytics, customer communications, dashboards and reporting, sales forecasting, marketing automation tools, and human resource management.

However, despite all the common core features of CRMs and the numerous factors to consider when choosing the right one, we’d like to once again emphasize the importance of aligning CRM features with specific business needs and goals, so take your time to do the research.

Some CRMs are designed for recruitment, some for business development, and others are the ideal choice if you happen to be a solo entrepreneur, so keep that in mind.

List of the top CRM solutions

To save you some time, here are the 10 top SaaS CRM tools on the market for all different types of businesses, helping you compare them, get an idea of what it is you’re looking for, or even find ‘the one’!

Salesforce → best for enterprise businesses across various industries with larger sales and marketing teams.
HubSpot → best for small to mid-sized businesses with a focus on inbound marketing operations, making it ideal for marketing teams with heavy inbound/outbound workflows.
Zoho CRM → best for small business teams and startups seeking an affordable yet fully operational CRM solution.
Microsoft Dynamics 365 → best for medium to large enterprises requiring integrated CRM and ERP (enterprise resource planning) capabilities.
Pipedrive → best for sales teams and freelancers prioritizing sales forecasting and pipeline management.
Zendesk → best for businesses with heavy-duty sales teams looking to streamline inbound/outbound sales processes and improve customer success productivity.
Copper → best for Google Workspace users seeking CRM campaign management tools integrated with Google Workspace apps for seamless communication and collaboration.
SugarCRM → best for businesses requiring extensive customization options and more control over their CRM system.
Freshsales → best for small to mid-sized businesses prioritizing customer relationship management and sales automation.
Insightly → best for businesses managing complex projects alongside customer relationships.

P.S. If we’ve missed a great CRM tool you think should be included, please drop us a message at e.suslov@reply.io, and we’ll consider adding it to our list.

Top 10 CRM Tools

Here, we’ve listed some great options, each suitable for different types of businesses. They aren’t ranked in any particular order — just presented to help you find the right fit for your needs.

Salesforce → for large enterprises

Salesforce offers extensive customization options tailored to diverse business needs alongside advanced analytics and AI-driven insights for data-driven decision-making.

Its seamless integration with third-party applications and specialized products, including dedicated products for sales, marketing, and small businesses, ensures scalability and flexibility. With its native Slack integration, collaboration is streamlined for enhanced communication and teamwork.

While Salesforce has become a household name and is undoubtedly one of the best CRMs in the market, smaller businesses may be better off with a simpler solution in their early stages.

Best for: Businesses seeking a comprehensive CRM solution with robust customization, analytics, and integration capabilities.

Pricing (different product bundles come with different prices):

SalesForce for small business teams → starts at $25/user/month
SalesForce sales automation (sales CRM) → starts at $25/user/month
SalesForce marketing cloud (marketing CRM) → starts at $1025/org/month

HubSpot CRM → for inbound marketing

When asking the question, “CRM tools, what is it?” many sales professionals will answer HubSpot. It’s another CRM giant that consists of several separate products that together create a fully functional, cross-departmental virtual office.

HubSpot is renowned for its user-friendly interface and customizable bundle of dedicated suites of software, including marketing, sales, service, and operations hubs that provide a cohesive experience for business operations.

Notably, HubSpot offers free CRM tools with basic functionality, making it an ideal choice for startups and small businesses looking to kickstart their CRM journey without financial constraints.

Best for: Small business teams and startups seeking easy CRM tools with robust marketing automation and integration capabilities.

Pricing (separate tools with their own pricing plans, but users can create their own bundle):

Free plan for individuals and startup businesses
SalesHub Starter → starts at $20/user/month
SalesHub Professional → starts at $100/user/month (+ one-time onboarding for $1,500)

Zoho CRM → for startups

Zoho CRM is a cloud-based, 360° business management platform designed to streamline processes and enhance customer experiences. With Zoho, businesses can close deals faster by staying informed and tracking every stage of the sales pipeline.

Its omnichannel connectivity and AI-powered tools empower users to make better decisions and drive sales success. At the same time, its customizable workflows and automation capabilities enable businesses to streamline their sales processes under one roof.

Zoho CRM offers affordable pricing plans with a wide range of features, including sales automation, lead management, and project management. Ultimately, Zoho CRM is built to maximize productivity and enable users to focus less on software and more on building valuable relationships.

Best for: Businesses looking for a comprehensive, affordable CRM solution with robust automation and integration capabilities.

Pricing:

Zoho CRM Standard → $20/user/month
Zoho CRM Professional → $35/user/month
Zoho CRM Enterprise → $50/user/month
Zoho CRM Ultimate → $65/user/month

Also, users can create their own bundle with separate products (starting at $20/user/month)

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Microsoft Dynamics 365 → for CRM and ERP integration

Microsoft Dynamics 365 is tailored for medium to large enterprises seeking integrated CRM and ERP capabilities, enabling comprehensive business management.

With Microsoft Dynamics 365 Business Central, small and mid-sized companies and lead generation agencies can connect their finance, sales, service, and operations teams within a single, user-friendly application.

The platform accelerates deployment and adoption through step-by-step onboarding guidance, contextual next-best-action intelligence, and flawless integration with Microsoft 365 apps, making it a no-brainer solution for businesses already using Microsoft apps.

Additionally, Microsoft Dynamics 365 provides AI-driven insights and predictive analytics for personalized customer experiences.

Best for: Medium to large enterprises seeking comprehensive business CRM measurement tools with integrated ERP capabilities.

Pricing:

Business Center Essentials (bundle) → starts at $70/user/month
Business Center Premium (bundle) → starts at $100/user/month
Sales Professional (sales-only CRM) → starts at $65/user/month

Pipedrive → for sales pipeline management

Pipedrive is the ideal CRM solution for sales-driven teams and freelancers, prioritizing pipeline management and sales forecasting as its core features. Pipedrive is also considered one of the easiest CRM tools to get up and running right away.

Its simple yet powerful design ensures that no opportunities fall through the cracks, allowing teams to focus more on building meaningful connections and selling. With an intuitive interface and visual pipeline management, users can easily track deals and activities with ease.

Pipedrive includes customizable sales processes and automations that streamline lead nurturing alongside extensive integrations with third-party applications that provide enhanced functionality. This is a great example of CRM tools that are heavily sales-oriented, and while they have an array of various features, the sales pipeline takes front and center.

Best for: Sales teams and freelancers seeking a CRM solution with a user-friendly design and robust pipeline management capabilities.

Pricing:

Essential → starts at $14/user/month
Advanced → starts at $29/user/month
Professional → starts at $59/user/month
Power → starts at $69/user/month
Enterprise → starts at $99/user/month

Zendesk Sell → for robust sales teams

Zendesk Sell is a modern sales CRM designed to boost productivity, maintain pipeline visibility, and drive revenue growth. With Zendesk Sell, businesses can build data-driven teams to meet customer expectations and gain full pipeline visibility.

The platform offers a comprehensive suite of features, including contact and deal management, activity tracking, and lead generation (with lead scoring automation), all in one simple platform. Users can set up triggers and automate tasks to keep sales reps on target, ensuring efficiency and effectiveness.

Additionally, Zendesk Sell provides real-time analytical features and insights for data-driven decision-making, along with customizable workflows and CRM reporting tools to optimize sales performance.

Seamless integration with Zendesk’s help desk tool enhances customer interactions, providing a holistic view of the customer journey and helping businesses drive retention.

Best for: Sales teams seeking to streamline workflows and improve productivity through a modern sales CRM solution.

Pricing:

Small Team → starts at $25/user/month
Sell Growth → starts at $69/user/month
Sell Professional → starts at $149/user/month

Copper → for Google Workspace integration

Copper (formerly ProsperWorks) is the ideal CRM solution for users seeking seamless integration with Google Workspace (ex-GSuite). With Copper, businesses can enhance productivity by seamlessly integrating with Gmail and Google Calendar, where most businesses handle their customer communications and book meetings.

Automated data capture and streamlined lead management eliminate repetitive admin tasks, while customizable pipelines and dashboards enable users to track sales activities and performance effectively.

Copper is designed for businesses that need to manage more sales leads and grow customer relationships without the burden of data entry or complicated tools. It offers features like contact organization, task automation, email and marketing tools, deal tracking, custom reports, and integrations with popular apps and tools.

Best for: Users seeking an easy-to-use CRM solution integrated with Google Workspace to streamline and grow lead management and sales processes.

Pricing:

Basic → starts at $29/user/month
Professional → starts at $69/user/month
Business → starts at $134/user/month

SugarCRM → for extensive customization

SugarCRM is the perfect solution for businesses that require extensive customization and control over their CRM system. With three separate products — Sell, Market, and Serve — SugarCRM seamlessly connects sales, marketing, and service teams to provide a versatile, all-in-one CRM platform.

SugarCRM is highly customizable, with flexible deployment options, including cloud-based or on-premise solutions, and it offers a plethora of native integrations and add-ons like AI tools for CRM platforms, ensuring comprehensive functionality.

Its open-source architecture allows for deep customization and integration with existing systems, providing businesses with unparalleled flexibility. With robust features tailored to sales, marketing, and customer support, SugarCRM empowers businesses to meet their unique needs effectively.

Best for: Businesses seeking a highly customizable CRM platform with robust features and flexible deployment options, designed to seamlessly connect sales, marketing, and service teams.

Pricing:

Essentials → starts at $19/user/month
Advanced → starts at $85/user/month
Premier → starts at $135/user/month

Freshsales → for business automation

Freshsales offers a comprehensive suite of software solutions designed to deliver intuitive and engaging customer experiences.

With Freshdesk and Freshchat, businesses can effortlessly deliver expert customer service across every channel, while Freshmarketer enables personalized multichannel marketing campaigns to convert more leads into action.

Freshsales is a sales-centered CRM that accelerates the sales process with AI-powered insights, helping grow revenue and close deals faster. Leveraging customer data, Freshsales enables personalized engagement, shortens the sales cycle, and focuses on leads most likely to convert—all automated and powered by brilliant AI-driven insights.

Best for: Businesses looking for powerful yet easy-to-use B2B CRM tools for customer service and engagement with generative AI capabilities designed to deliver exceptional customer experiences and drive revenue growth.

Pricing (numerous product bundles to choose from; we will focus on the Freshsales Suite):

Free → $0 for 3 users
Growth → starts at $11/user/month
Pro → starts at $47/user/month
Enterprise → starts at $71/user/month

Insightly → for project and relationship management

Insightly CRM is ideal for businesses managing complex projects alongside customer relationships. The platform offers robust features such as pipeline management, lead tracking, opportunity management, workflow automation, and extensive project management.

With Insightly, businesses can streamline sales processes, improve profitability, and foster long-term customer relationships by creating a single source of information for their organization.

The platform enables users to drive, assign, and route leads, create and track sales pipelines, and customize objects and fields to match their specific needs. Insightly is a modern, affordable CRM that offers ease of use, customization, and scalability as companies grow.

It helps teams build and convert sales pipelines, increase productivity, and build lasting customer relationships.

Best for: Businesses seeking a modern, affordable CRM solution with project management integration, workflow automation, and advanced reporting capabilities.

Pricing:

Plus → starts at $29/user/month
Professional → starts at $49/user/month
Enterprise → starts at $99/user/month

Integrating your CRM platform into your tool stack

CRM software is the heart of most modern digital stacks; it is the ‘home base’ of all data, workflows, communications, and collaborations. By now, you’ve hopefully had a chance to explore and compare our recommended examples and get an idea of what exactly you’re looking for.

Most CRMs have powerful integration capabilities with other types of software, so the question becomes, ‘what types of software should supplement a CRM system for maximum business efficiency‘?

Here’s our list of the top tools CRMs can seamlessly integrate with to create an even more powerful digital office:

With a sales engagement platform (like Reply) → personalized, multichannel engagement sequences at scale with an AI email assistant empowered with prospect/customer data, behavior, and other information stored in the CRM.
With a lead enrichment tool (like Captain Data) → automatically enriches your CRM with intent data, ensuring accurate, up-to-date lead information and improving lead qualification and follow-up processes (learn CRM enrichment & lead qualification here).
With a company knowledge base tool (like Notion) → seamless access to a centralized knowledge base within the CRM platform, enabling sales and support teams to quickly retrieve relevant information during customer interactions.
With a company communication tool (like Slack) → real-time notifications and updates from the CRM integrated into Slack channels, facilitating cross-departmental communication and ensuring timely follow-ups on leads and customer inquiries.
With a project management tool (like Asana) → integration with project management tools enables sales, marketing, product, and customer-facing teams to collaborate on deals, track project milestones, and prioritize tasks efficiently.
With accounting software (like QuickBooks) → streamlines financial processes by syncing customer invoices, payments, and transaction data into the centralized digital office that is your CRM.

The future of CRM platforms

To summarize, what is ultimately the best CRM platform? In our humble opinion, SalesForce, HubSpot, and Zoho are the top 3 contenders, but it’s worth mentioning again that the real answer truly depends on your business’s specific needs.

The importance of gearing up with a powerful CRM system has significantly grown over the years to the point that businesses without one are at a serious disadvantage in today’s hyper-competitive landscape.

All modern businesses, digital and in-office, have to take their time and do their research to find the most suitable CRM platform, and only then can they build their entire tool stack around it to ensure a cohesive flow of data and information.

Once the dust has settled, however, businesses will have a fully functional digital engine that automates most business workflows, empowers teams to make data-driven decisions, and achieves sustainable long-term success.