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. The top CRM systems offer built-in features or integrations that allow companies to streamline sales, accounting, customer service, and marketing activities.
The best CRM tools are easy to use, offer a variety of plans and billing options to fit an array of business needs, and offer exceptional customer service so teams get the most out of their investment. In this guide, we explore the top 10 CRMs for small businesses (SMBs).
Rates, fees, and other numbers in our list are up to date as of May 21, 2024 and are subject to change.
The 10 best CRM software platforms of September 2024
Best CRM plans for small businesses: our top picks
monday.com (Basic CRM Plan): Best for companies seeking a user-friendly CRM with unlimited pipelines
Why we picked it
View this interactive chart on Fortune.com
What’s the cost of a CRM for a small business?
CRM pricing varies widely, catering to everyone from solo entrepreneurs to large enterprises. Some CRM providers offer free plans for just a few users, while others charge between $10 and $15 per user per month. Premium plans with advanced features for larger teams can cost $90 or more per user each month. Many CRM providers also offer discounts for annual billing.
View this interactive chart on Fortune.com
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’s the cost of a CRM for a small business?
CRM pricing varies widely, catering to everyone from solo entrepreneurs to large enterprises. Some CRM providers offer free plans for just a few users, while others charge between $10 and $15 per user per month. Premium plans with advanced features for larger teams can cost $90 or more per user each month. Many CRM providers also offer discounts for annual billing.
View this interactive chart on Fortune.com
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’s the cost of a CRM for a small business?
CRM pricing varies widely, catering to everyone from solo entrepreneurs to large enterprises. Some CRM providers offer free plans for just a few users, while others charge between $10 and $15 per user per month. Premium plans with advanced features for larger teams can cost $90 or more per user each month. Many CRM providers also offer discounts for annual billing.
View this interactive chart on Fortune.com
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’s the cost of a CRM for a small business?
CRM pricing varies widely, catering to everyone from solo entrepreneurs to large enterprises. Some CRM providers offer free plans for just a few users, while others charge between $10 and $15 per user per month. Premium plans with advanced features for larger teams can cost $90 or more per user each month. Many CRM providers also offer discounts for annual billing.
View this interactive chart on Fortune.com
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.
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:
View this interactive chart on Fortune.com
- 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’s the cost of a CRM for a small business?
CRM pricing varies widely, catering to everyone from solo entrepreneurs to large enterprises. Some CRM providers offer free plans for just a few users, while others charge between $10 and $15 per user per month. Premium plans with advanced features for larger teams can cost $90 or more per user each month. Many CRM providers also offer discounts for annual billing.
View this interactive chart on Fortune.com
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.
Learn more: read our Agile CRM review.
Nimble CRM: Best for professionals who need a relationship-based CRM that works in their inbox
Why we picked it
Nimble CRM keeps things simple with one pricing tier that provides nearly everything a sales professional needs. While they aren’t the cheapest provider on our list and some integrations cost extra, their customer support stands out. Teams looking for more robust marketing tools should consider a different provider, such as HubSpot or Zoho CRM.
Learn more: Read our Nimble CRM review.
Constant Contact (Lite Plan): Best for e-commerce businesses that need email and social tools
Why we picked it
Constant Contact’s Lite plan made our list because it’s an affordable option for e-commerce companies to manage leads, engage prospects with email tools, and track revenue. Teams that need the ability to schedule email sends, conduct A/B testing, put dynamic content in emails, and create advanced automations will need to upgrade to their Standard or Premium plans.
Learn more: Read our Constant Contact CRM review.
Bitrix24 (Basic Plan): Best for small teams that need a comprehensive CRM with excellent built-in calling
Why we picked it
Bitrix24 made our list due to its solid e-commerce tools and calling features. It’s a solid choice for growing teams who plan to scale as they grow because the Standard Plan is still affordable at $124 for up to 50 users and the Professional plan supports up to 100 users for $249 monthly. However, teams who don’t need e-commerce tools or use another tool for phone and video calls may want to choose a simpler tool.
Learn more: read our Bitrix24 review.
Zendesk Sell (Team Plan): Best for sales-focused teams that want affordable sales automations and reporting
Why we picked it
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, However, companies that need more than two pipelines, advanced reporting and automations, and product catalogs will need to upgrade to the Growth plan for $69, per agent, per month, which may be restrictive for some teams.
Learn more: read our Zendesk Sell review.
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.
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.
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:
View this interactive chart on Fortune.com
- 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’s the cost of a CRM for a small business?
CRM pricing varies widely, catering to everyone from solo entrepreneurs to large enterprises. Some CRM providers offer free plans for just a few users, while others charge between $10 and $15 per user per month. Premium plans with advanced features for larger teams can cost $90 or more per user each month. Many CRM providers also offer discounts for annual billing.
View this interactive chart on Fortune.com
Freshsales’ Growth Plan made our list of the top CRMs for small business because it’s a low-cost option built to support smaller teams as they scale. It’s an excellent platform for novice users using a CRM for the first time who can upgrade as their budget and business needs grow. However, teams that need advanced workflows and reporting tools or multiple sales pipelines will need to subscribe to a higher-priced plan.
Learn more: read our Freshsales review.
Agile CRM (Starter Plan): Best for companies looking for a streamlined sales, marketing, and service platform
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.
Learn more: read our Agile CRM review.
Nimble CRM: Best for professionals who need a relationship-based CRM that works in their inbox
Why we picked it
Nimble CRM keeps things simple with one pricing tier that provides nearly everything a sales professional needs. While they aren’t the cheapest provider on our list and some integrations cost extra, their customer support stands out. Teams looking for more robust marketing tools should consider a different provider, such as HubSpot or Zoho CRM.
Learn more: Read our Nimble CRM review.
Constant Contact (Lite Plan): Best for e-commerce businesses that need email and social tools
Why we picked it
Constant Contact’s Lite plan made our list because it’s an affordable option for e-commerce companies to manage leads, engage prospects with email tools, and track revenue. Teams that need the ability to schedule email sends, conduct A/B testing, put dynamic content in emails, and create advanced automations will need to upgrade to their Standard or Premium plans.
Learn more: Read our Constant Contact CRM review.
Bitrix24 (Basic Plan): Best for small teams that need a comprehensive CRM with excellent built-in calling
Why we picked it
Bitrix24 made our list due to its solid e-commerce tools and calling features. It’s a solid choice for growing teams who plan to scale as they grow because the Standard Plan is still affordable at $124 for up to 50 users and the Professional plan supports up to 100 users for $249 monthly. However, teams who don’t need e-commerce tools or use another tool for phone and video calls may want to choose a simpler tool.
Learn more: read our Bitrix24 review.
Zendesk Sell (Team Plan): Best for sales-focused teams that want affordable sales automations and reporting
Why we picked it
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, However, companies that need more than two pipelines, advanced reporting and automations, and product catalogs will need to upgrade to the Growth plan for $69, per agent, per month, which may be restrictive for some teams.
Learn more: read our Zendesk Sell review.
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.
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.
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:
View this interactive chart on Fortune.com
- 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’s the cost of a CRM for a small business?
CRM pricing varies widely, catering to everyone from solo entrepreneurs to large enterprises. Some CRM providers offer free plans for just a few users, while others charge between $10 and $15 per user per month. Premium plans with advanced features for larger teams can cost $90 or more per user each month. Many CRM providers also offer discounts for annual billing.
View this interactive chart on Fortune.com
monday.com’s Basic Sales CRM plan made the cut 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 per user monthly, which is still a reasonable price for most companies.
Learn more: Read our monday.com review.
HubSpot (Sales Hub Starter Plan): Best for teams looking for a scalable CRM tool with endless integrations
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.
Learn more: read our Hubspot CRM review.
Zoho CRM (Standard Plan): Best for those looking for a user-friendly CRM platform with customizable integrations
Why we picked it
Zoho CRM’s 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.
Apptivo (Lite Plan): Best for sales professionals looking for a simple CRM with robust integrations
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. However, teams that need e-commerce tools, email sequences, and marketing automation will have to subscribe to the Premium plans or above.
Learn more: Read our Apptivo review.
Freshsales (Growth Plan): Best for smaller teams that need a low-cost plan that’s easy to learn
Why we picked it
Freshsales’ Growth Plan made our list of the top CRMs for small business because it’s a low-cost option built to support smaller teams as they scale. It’s an excellent platform for novice users using a CRM for the first time who can upgrade as their budget and business needs grow. However, teams that need advanced workflows and reporting tools or multiple sales pipelines will need to subscribe to a higher-priced plan.
Learn more: read our Freshsales review.
Agile CRM (Starter Plan): Best for companies looking for a streamlined sales, marketing, and service platform
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.
Learn more: read our Agile CRM review.
Nimble CRM: Best for professionals who need a relationship-based CRM that works in their inbox
Why we picked it
Nimble CRM keeps things simple with one pricing tier that provides nearly everything a sales professional needs. While they aren’t the cheapest provider on our list and some integrations cost extra, their customer support stands out. Teams looking for more robust marketing tools should consider a different provider, such as HubSpot or Zoho CRM.
Learn more: Read our Nimble CRM review.
Constant Contact (Lite Plan): Best for e-commerce businesses that need email and social tools
Why we picked it
Constant Contact’s Lite plan made our list because it’s an affordable option for e-commerce companies to manage leads, engage prospects with email tools, and track revenue. Teams that need the ability to schedule email sends, conduct A/B testing, put dynamic content in emails, and create advanced automations will need to upgrade to their Standard or Premium plans.
Learn more: Read our Constant Contact CRM review.
Bitrix24 (Basic Plan): Best for small teams that need a comprehensive CRM with excellent built-in calling
Why we picked it
Bitrix24 made our list due to its solid e-commerce tools and calling features. It’s a solid choice for growing teams who plan to scale as they grow because the Standard Plan is still affordable at $124 for up to 50 users and the Professional plan supports up to 100 users for $249 monthly. However, teams who don’t need e-commerce tools or use another tool for phone and video calls may want to choose a simpler tool.
Learn more: read our Bitrix24 review.
Zendesk Sell (Team Plan): Best for sales-focused teams that want affordable sales automations and reporting
Why we picked it
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, However, companies that need more than two pipelines, advanced reporting and automations, and product catalogs will need to upgrade to the Growth plan for $69, per agent, per month, which may be restrictive for some teams.
Learn more: read our Zendesk Sell review.
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.
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.
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:
View this interactive chart on Fortune.com
- 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’s the cost of a CRM for a small business?
CRM pricing varies widely, catering to everyone from solo entrepreneurs to large enterprises. Some CRM providers offer free plans for just a few users, while others charge between $10 and $15 per user per month. Premium plans with advanced features for larger teams can cost $90 or more per user each month. Many CRM providers also offer discounts for annual billing.
