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 10 best CRM software platforms of May 2024
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.
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.
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.
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.
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.
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.
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.
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.
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.
Why we picked it
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.
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.
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 much does a CRM cost for a small business?
CRM plans come in a wide range of pricing options for solopreneurs up to large enterprise companies. Some CRM providers offer free-forever plans for a few users as well as plans under $10-$15 per user, per month. Higher-tier plans with advanced features for larger teams can cost up to $90-plus per user monthly. Most CRM providers offer monthly rates and annual pricing for a reduced cost.
View this interactive chart on Fortune.com
What’s the best CRM for small businesses?
Based on our expert assessment, Zoho CRM’s Standard Plan offers the best tools, user interface, pricing options, and customer support. Its customizable integrations and user-friendliness drove it to the top of our list of the best CRM solutions on the market.
How much does a CRM cost for a small business?
CRM plans come in a wide range of pricing options for solopreneurs up to large enterprise companies. Some CRM providers offer free-forever plans for a few users as well as plans under $10-$15 per user, per month. Higher-tier plans with advanced features for larger teams can cost up to $90-plus per user monthly. Most CRM providers offer monthly rates and annual pricing for a reduced cost.
View this interactive chart on Fortune.com
What is the easiest CRM to implement and use?
Most CRMs offer basic plans (some of which are free) with limited functionality that are especially easy to use. Many novice CRM users start with a simple, free plan like HubSpot CRM’s free plan to learn the basics of using a CRM and discover what features they need as they grow and scale.
What’s the best CRM for small businesses?
Based on our expert assessment, Zoho CRM’s Standard Plan offers the best tools, user interface, pricing options, and customer support. Its customizable integrations and user-friendliness drove it to the top of our list of the best CRM solutions on the market.
How much does a CRM cost for a small business?
CRM plans come in a wide range of pricing options for solopreneurs up to large enterprise companies. Some CRM providers offer free-forever plans for a few users as well as plans under $10-$15 per user, per month. Higher-tier plans with advanced features for larger teams can cost up to $90-plus per user monthly. Most CRM providers offer monthly rates and annual pricing for a reduced cost.
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
What is the easiest CRM to implement and use?
Most CRMs offer basic plans (some of which are free) with limited functionality that are especially easy to use. Many novice CRM users start with a simple, free plan like HubSpot CRM’s free plan to learn the basics of using a CRM and discover what features they need as they grow and scale.
What’s the best CRM for small businesses?
Based on our expert assessment, Zoho CRM’s Standard Plan offers the best tools, user interface, pricing options, and customer support. Its customizable integrations and user-friendliness drove it to the top of our list of the best CRM solutions on the market.
How much does a CRM cost for a small business?
CRM plans come in a wide range of pricing options for solopreneurs up to large enterprise companies. Some CRM providers offer free-forever plans for a few users as well as plans under $10-$15 per user, per month. Higher-tier plans with advanced features for larger teams can cost up to $90-plus per user monthly. Most CRM providers offer monthly rates and annual pricing for a reduced cost.
