Choosing the best customer relationship management (CRM) software is a critical decision impacting how your business manages leads, nurtures customer relationships, and drives sales growth. With so many options and features available, navigating CRM reviews is essential to find a solution that fits your unique business needs.
In this guide, we'll explore what CRM is, why it matters, which features to prioritize, and review some of today’s most popular CRM platforms. This comprehensive approach is designed to equip you with the knowledge to confidently compare CRM software and select a system that truly supports your business objectives.
What is CRM and why it’s essential for your business growth
To start, it’s helpful to understand what CRM really means and why it's vital. CRM systems are tools designed to help companies manage interactions with current and potential customers. At its core, a CRM centralizes customer data, streamlines sales processes, supports marketing efforts, and improves customer service efficiency.
The value of CRM goes beyond just storing contacts. It empowers your teams with actionable insights, helps automate repetitive tasks, and creates a single source of truth for customer histories. By using CRM software effectively, businesses can improve customer engagement, increase sales productivity, and ultimately grow revenue.
The CRM market has rapidly evolved, incorporating advanced technologies such as artificial intelligence and automation. These innovations enhance analytics, lead scoring, and personalized communication—features increasingly valued in CRM reviews by both experts and users.
Must-have features to watch for in CRM
When scanning through CRM reviews, these are the capabilities you should pay close attention to:
Contact and lead management: Efficiently organize and track customer data, interaction histories, and lead progress to avoid missed opportunities.
Sales pipeline tracking: Visual tools that show your sales pipeline help your sales team prioritize deals and forecast revenue.
Marketing automation: Features like email campaigns, drip sequences, and event-triggered messaging enable you to nurture leads on autopilot.
Artificial intelligence insights: AI-powered analytics enable better decision-making by highlighting high-value leads and suggesting next best actions.
Customizability and integrations: A CRM should adapt to your workflows and connect smoothly with your existing tools like email, calendars, and collaboration apps.
Mobile accessibility: As remote work grows, having a mobile-friendly CRM helps sales teams keep productivity high from anywhere.
Evaluating these features allows you to anticipate how effectively the system will support your daily operations and long-term goals.
Top CRM software reviews: Insights to choose the right solution
A comprehensive understanding of the best CRM software can empower your business by improving customer relationships, streamlining sales pipelines, and enhancing marketing efforts. Here’s a clear breakdown of CRM platforms based on their core features, pros, cons, and pricing—starting with the best overall CRMs for wide-ranging business use.
1. Best all-in-one CRM solutions
Lark: Real-time collaboration plus CRM in one platform
Monday.com: Flexible workflows driving business growth
Hubspot CRM: Unified inbound marketing and sales CRM
Zendesk Sell: Sales CRM with built-in customer support
Freshsales: AI-powered CRM designed for ease of use
2. Best for small & medium business
Keap: Automated marketing and sales for SMB growth
Agile CRM: Cost-effective CRM with marketing automation
Copper CRM: Google Workspace optimized CRM for teams
Sugar CRM: AI-driven CRM for complex business needs
Creatio CRM: Low-code automation for business efficiency
3. Best for enterprise-level organizations
Salesforce: Enterprise CRM with advanced AI insights
Microsoft Dynamics 365: Integrated business applications platform
Zoho CRM: Affordable CRM with AI and multi-channel reach
Oracle CX Sales: Comprehensive enterprise CRM with AI-powered customer experience
SAP Sales Cloud: robust CRM for enterprise sales and customer insights
4. Best for sales project management
Bitrix24: Collaborative CRM with sales pipeline focus
Wrike: Project management fused with CRM capabilities
Teamwork: Client and project management in one platform
ClickUp: All-in-one sales and project management
Insightly: Simple CRM with seamless project coordination
Best all-in-one CRM solutions
Lark
Features:
Contact and lead management: Lark centralizes customer data with rich profiles accessible directly alongside chat and video calls, so your sales and support teams always have the most up-to-date info.
Visual sales pipeline and deal tracking: Easily customize pipeline stages with Lark Base’s drag-and-drop functionality, integrated with messaging and notifications for smooth real-time updates on deal progress.
No-code/Low-code automation workflows: Automate repetitive tasks like follow-ups, reminders, and task assignments through simple workflows that anyone can set up without coding knowledge.
Unified communication channels: Built-in team chat, shared docs & calendars keep collaboration fluid, addressing customer issues or advancing deals faster without switching apps.
Custom approvals: Streamline internal approvals with configurable workflows that can be tracked and automated to reduce bottlenecks.
Customer service integration: Support teams can assist with embedded chat and video linked to customer records, enabling personalized, instant communication that speeds resolution.
Custom analytics dashboards: Get insights on sales team’s performance, and customer engagement, all customizable to focus on the KPIs that matter most.
Pre-built CRM templates: Quickly deploy ready-to-use templates for lead tracking, contract management, customer visits, and more, enabling fast onboarding.
Pros:
Seamlessly unifies CRM data and team communication, reducing silos.
Easy-to-use automation tools reduce manual processes.
Enhances collaboration, speeding up deal cycles and support.
Cons:
Lark offers comprehensive CRM functions, but fully mastering them requires leveraging tutorials and support resources.
Pricing:
Free version with 11 powerful products available.
Paid plans start at $12/user/month with advanced capabilities and enhanced security.
Monday.com
Image source: monday.com
Features:
Highly visual and flexible sales pipeline management with drag-and-drop customization.
Workflow automation tools supporting sales, marketing, and customer service.
Centralized contact and communication tracking across email, calls, and chats.
Collaborative workspace with document sharing, calendars, and notes.
In-depth reporting dashboards with real-time metrics and sales forecasting.
Pros:
Intuitive and customizable interface reduces training time.
Built-in collaboration boosts team alignment and productivity.
Scalable to match growing midsize business needs.
Cons:
Can become pricey as users and integrations increase.
Some advanced analytics require higher-tier plans.
Pricing: Free plan available, paid plans start at $12/user/month.
Hubspot CRM
Image source: hubspot.com
Features:
Integrated sales, marketing, and service hubs with pipeline and contact management.
Marketing automation including email campaigns, lead nurturing, and forms.
User-friendly interface with in-depth reporting and dashboards.
Free CRM core that covers essential functions.
Pros:
Best for inbound marketing integration.
Intuitive UI with strong onboarding support.
Cons:
Costs rise steeply for advanced features and large data volumes.
Relatively limited in customization compared to enterprise solutions.
Pricing: HubSpot CRM has a free plan, paid plans start at $15/user/month.
Zendesk Sell
Image source: zendesk.com
Features:
Streamlined lead and deal management with easy pipeline visualization.
Native integration with Zendesk’s customer support tools for seamless handoff between sales and support.
Email tracking, call logging, and activity automation to keep sales reps focused.
Mobile apps and offline access for on-the-go productivity.
Reporting dashboards providing sales metrics and forecasting.
Pros:
Tight integration with Zendesk Support enhances customer experience.
User-friendly interface that’s quick to set up and adopt.
Strong mobile functionality for field sales teams.
Cons:
Less customizable than some enterprise-level CRMs.
Advanced features and integrations require higher pricing tiers.
Pricing: Multiple tiers starting at $19/user/month.
Freshsales
Image source: freshworks.com
Features:
Robust AI-driven lead scoring and predictive analytics tailored for enterprise sales complexity.
Advanced workflow automation supporting multi-stage sales processes and cross-department coordination.
Customizable visual sales pipelines that scale with large teams and intricate deal structures.
Comprehensive communication tracking including phone, email, and activity logging within a unified interface.
Enterprise-grade security and compliance features ensuring data privacy and regulatory adherence.
Mobile CRM app enabling field teams to access real-time customer data and update deals on the go.
Pros:
Quick to set up and simple to use.
Includes a free tier suitable for small teams.
AI-enhanced features are uncommon at this price level.
Cons:
Limited customization options.
Fewer third-party integrations compared to enterprise CRMs.
Pricing: Free plan available, paid tiers start at $9/user/month.
Best for small & medium business
Keap
Image source: keap.com
Features:
Strong emphasis on marketing automation integrated with CRM for sales follow-up.
Built-in e-commerce tools for payment processing and subscription management.
Lead capture and pipeline visibility with task automation.
Customer segmentation and behavior tracking.
Mobile app for CRM access anytime, anywhere.
Pros:
Excellent for businesses combining sales and marketing automation.
Affordable plans tailored to midsize growth.
Integrated payment features simplify transaction tracking.
Cons:
Steeper initial learning curve.
Customization options limited compared to enterprise platforms.
Pricing: Starting at $249 per month for two users and 1,500 contacts.
Agile CRM
Image source: agliecrm.com
Features:
All-in-one CRM including sales, marketing automation, and customer service modules.
Email tracking and web analytics integrated.
Telephony integration with call logging and recording.
Marketing automation with drag-and-drop campaign builder tools.
Helpdesk ticketing system to manage customer issues.
Pros:
The free plan supports up to 10 users.
Easy marketing automation setup for beginners.
Cons:
The user interface feels somewhat outdated.
Occasional software glitches reported.
Pricing: Agile CRM starts with a free tier and paid plans start at $8.99/user/month.
Copper CRM
Image source: copper.com
Features:
Seamlessly integrates with Google Workspace for real-time sync of contacts, emails, and calendars.
Automated data entry reduces manual work.
Simple pipeline management tailored for G Suite users.
Activity tracking and task reminders.
Mobile apps ensure CRM access anywhere.
Pros:
Ideal for Google Workspace users seeking CRM integration.
Minimal setup with a user-friendly experience.
Automation increases sales team productivity.
Cons:
Limited outside Google ecosystem.
Fewer advanced features and integrations.
Pricing: Copper CRM pricing is subscription-based, with paid plans starting at $12/user/month.
Sugar CRM
Image source: sugarcrm.com
Features:
Customizable CRM workflows adapted for midsize company complexity.
Advanced lead and opportunity management.
Integrated customer support features including case tracking.
Cloud-based with optional on-premises deployment.
API access for third-party integrations and custom development.
Pros:
Strong automation and data integration capabilities.
Good fit for midsize firms needing tailored solutions.
Allows gradual customization as business scales.
Cons:
Higher total cost of ownership than simpler CRMs.
Requires dedicated administration and potential consulting.
Pricing: Paid plans start at $19/user/month.
Creatio CRM
Image source: softwareadvice.com
Features:
Unified platform combining sales, marketing, and service CRM.
Low-code process automation enabling custom workflows without heavy IT.
Extensive AI-powered recommendations and customer insights.
Visual pipeline and campaign management tools.
Integration-friendly architecture with open API.
Pros:
Focus on business process management and automation.
Enables rapid customization & deployment.
Provides strong AI and analytics support for midsize businesses.
Cons:
Can be complex initially for teams new to BPM concepts.
Pricing transparency is sometimes limited; custom quotes are typical.
Pricing: Free trial available, paid plans start at $25/user/month.
Best for enterprise-level organizations
Salesforce
Image source: salesforce.com
Features:
Extensive customization and process automation via drag-and-drop tools.
AI-powered lead scoring and predictive analytics (Einstein AI).
Robust marketing and customer service clouds.
Large AppExchange marketplace for integrations and apps.
Multi-channel customer engagement and omnichannel support.
Pros:
Highly scalable with a rich feature set for complex operations.
Deep analytics and AI for intelligent insights.
Huge ecosystem backed by strong customer support.
Cons:
Expensive and complex with a steep learning curve.
Implementation and user training can be time-consuming.
Pricing: Tiered pricing starting at $25/user/month.
Microsoft Dynamic 365
Image source: microsoft.com
Features:
Unified CRM and ERP combining customer engagement with business operations.
AI insights and customer behavior modeling.
Deep ties with Microsoft 365 apps and Azure cloud.
Highly configurable workflows and dashboards.
Flexible deployment with cloud and hybrid solutions.
Industry-specific add-ons.
Pros:
Great fit for existing Microsoft ecosystems.
Powerful analytics and customization.
Scalable for large enterprises.
Cons:
Complex licensing and pricing.
Requires IT expertise for deployment.
Pricing: Modular pricing with mid-to-high tier options starting at $65/user/month.
Zoho CRM
Image source: projectmanagers.net
Features:
AI-powered assistant Zia for predictive lead scoring and suggestions.
Email, phone, social media, and chat support built-in.
Workflow automation for sales and marketing processes.
Comprehensive reporting and analytics dashboards.
Seamless integration with Zoho’s suite and third-party apps.
Pros:
Highly affordable with extensive features.
AI capabilities help optimize sales.
Wide communication channels supported.
Cons:
The user interface is dense and can overwhelm new users.
Mixed customer service reviews.
Pricing: Zoho CRM has a free version with limited features, paid plans start at $14/user/month.
Oracle CX Sales
Image source: oracle.com
Features:
AI-driven insights for predictive sales forecasting and customer behavior analysis.
Highly customizable workflows and process automation tailored to complex enterprise needs.
Deep integration capabilities with other Oracle Cloud products and major enterprise systems.
Advanced reporting and analytics to track sales performance and customer journey metrics.
Robust security, compliance, and data governance features for global enterprises.
Mobile app for on-the-go access with offline capabilities.
Pros:
Designed specifically to meet large enterprise demands with flexible customization.
Extensive AI and analytics tools for maximizing sales effectiveness.
Seamless integration within the Oracle Cloud ecosystem and beyond.
Strong enterprise-grade security and compliance.
Cons:
Higher cost and complexity may be challenging for smaller teams.
Implementation can require significant time and dedicated IT resources.
Pricing: Free trial available, paid plans start at $65/user/month.
SAP Sales Cloud
Image source: the-future-of-commerce.com
Features:
Comprehensive sales force automation with customizable sales processes for large organizations.
Embedded AI and machine learning for lead scoring, opportunity insights, and predictive analytics.
Integration with SAP’s broader ERP and business suite for unified customer and operational data.
Real-time analytics dashboards and reporting tools tailored to enterprise KPIs.
Advanced collaboration tools supporting multi-team coordination and complex deal management.
Mobile CRM capabilities for anytime, anywhere access.
Pros:
Deep integration with SAP’s enterprise ecosystem streamlines business workflows.
Scalable and flexible to match complex, global sales organizations.
Advanced AI-driven insights help improve sales forecasting and decision-making.
Strong focus on security, compliance, and data governance.
Cons:
Implementation and customization can be resource-intensive and time-consuming.
Higher price point than mid-market CRM solutions.
Pricing: Custom pricing.
Best CRM for sales project management
Bitrix24
Features:
Unified platform combining sales pipeline management with project and task tracking.
Built-in communication tools including chat, video calls, and document sharing to enhance team collaboration.
Visual project planning with Gantt charts and Kanban boards linked directly to sales activities.
Automated workflows for task assignments, reminders, and progress updates to keep sales projects on track.
Time tracking and performance reporting to measure both project milestones and sales outcomes.
Pros:
Comprehensive sales-focused project management in a single platform.
Strong collaboration features improve coordination between sales and project teams.
Generous free tier supporting growing teams with versatile needs.
Cons:
Interfaces can feel cluttered and overwhelming initially.
Learning curve due to broad feature set.
Pricing: Flexible plans starting with free options; paid tiers start at $49/5 users/month.
Wrike
Image source: wrike.com
Features:
Robust project and task management with advanced Gantt charts and workload views.
Built-in CRM tools to track contacts, deals, and customer communication.
Customizable dashboards and real-time collaboration features.
Automation workflows to streamline approvals, notifications, and repetitive tasks.
Integration with email, calendars, and popular business apps.
Pros:
Highly customizable for complex project workflows.
Strong collaborative features facilitate teamwork across departments.
Scalable from small teams to large enterprises.
Cons:
Can be expensive for smaller teams.
Complexity requires onboarding time and training.
Pricing: Free plan available, paid plans start at $10/user/month.
Teamwork
Image source: softwareadvice.com
Features:
Native CRM built into the Teamwork project and task management platform.
Sales pipeline visualization with deal tracking and forecasting.
Project timeline and task management coupled with CRM data.
Customer support and help desk features integrated into the same platform.
Time tracking and productivity reporting.
Pros:
Flexible platform designed for project-driven sales teams.
User-friendly interface blending CRM and project management.
Good customer support and onboarding.
Cons:
Smaller integration ecosystem compared to some larger platforms.
May lack deep customization options for complex projects.
Pricing: Free trial available, paid plans start at $15/user/month.
Clickup
Image source: clickup.com
Features:
Fully integrated CRM and project management with customizable views including lists, boards, and Gantt charts.
Contact management with pipeline and deal tracking.
Automation of workflows and task dependencies.
Real-time collaboration with comments, chat, and document sharing.
Extensive integration with productivity tools and apps.
Pros:
Powerful and flexible platform that unifies sales pipeline and project management.
Strong customization options to tailor workflows for complex sales projects.
Real-time collaboration features keep sales and project teams aligned and productive.
Scales well from small teams to large enterprises with diverse project demands.
Cons:
Broad functionality can be overwhelming for users
Pricing: Free plan with substantial features, paid tiers starting at $7/user/month.
Insightly
Image source: sellingsignals.com
Features:
Combines CRM with project management features in one interface.
Contact and lead management with automated routing and reminders.
Task and project tracking linked to customer records.
Integration with popular apps like G Suite, Office 365, and Mailchimp.
Customizable dashboards and reporting tools.
Pros:
Great for small businesses needing integrated project and customer management.
Easy to learn with an intuitive UI.
Affordable pricing tiers.
Cons:
Limited advanced automation compared to larger platforms.
Reporting sometimes lacks depth.
Pricing: Insightly offers tiered pricing plans starting at $29/user/month.
How to compare CRM pricing models effectively
Navigating the pricing landscape of CRM software can feel daunting, but it’s a crucial step to maximize value and avoid surprises. Understanding the different pricing models and what they include helps you pick a solution that fits your budget and business needs.
Common CRM pricing models
Per user, per month: The most common model charges a fixed fee per active user monthly. This straightforward approach scales predictably but can get costly as your team grows.
Tiered plans: Many CRMs offer multiple pricing tiers (Basic, Professional, Enterprise), each unlocking more features. This approach lets you start small and upgrade as business needs evolve.
Freemium or free tiers: Several CRMs offer free versions with limited features or user counts, ideal for startups or very small teams testing the waters.
Per feature or add-on costs: Sometimes core CRM pricing is affordable but costs rise when adding automation, integrations, analytics, or advanced modules.
How to evaluate pricing vs. value
Feature relevance: Pick a CRM whose included features match the workflows and automation your business requires without paying for unnecessary extras.
Scalability: Consider how pricing changes as your team size expands, so you’re not surprised by escalating costs.
Support and training: Higher pricing plans often include better support, onboarding, and training, which can save time and frustration.
Contract flexibility: Monthly subscriptions offer flexibility, while annual contracts might provide discounts but lock you in.
Hidden fees: Watch out for set-up fees, API access costs, or charges for additional storage.
Considering these factors in CRM reviews helps you balance upfront costs with long-term value, so your next CRM investment supports growth sustainably.
Security, data privacy, and compliance considerations in CRM software
With customer data at the heart of any CRM, security and privacy are paramount. Selecting a CRM that safeguards your data while complying with regulations protects your business reputation and customer trust.
Why CRM security matters
Breaches or data mishandling can result in hefty fines and loss of customer loyalty. Choosing CRM software like Lark with clear security policies, transparency about data centers, and strong compliance reassures clients and meets increasing regulatory demands.
Key security features to look for
Data encryption: Ensure the CRM encrypts data during transmission (SSL/TLS) and at rest to prevent unauthorized access.
User access controls: Robust role-based permissions restrict sensitive information to appropriate users.
Regular backups and disaster recovery: Automated backups and recovery options safeguard your data from loss.
Secure authentication: Support for multi-factor authentication (MFA) adds a critical layer of account protection.
Audit logs: Ability to track user activities for compliance and forensic purposes.
Compliance standards often supported by CRM providers
GDPR (General Data Protection Regulation): Essential for businesses dealing with EU customers, requiring strict personal data handling policies.
CCPA (California Consumer Privacy Act): Applies to companies operating in or with customers from California, USA.
HIPAA (Health Insurance Portability and Accountability Act): Relevant for healthcare-related data and patient confidentiality.
SOC 2 and ISO 27001: Certifications that demonstrate a service provider’s commitment to security standards.
Frequently asked questions
How hard is it to switch CRMs?
Migrating CRMs can be time-consuming and risky if not planned carefully. Many CRM providers offer data import tools and migration support. Choosing CRMs with good documentation and export capabilities simplifies the process.
Can I integrate my existing tools with the CRM?
Integration is key to a seamless workflow. Most top CRMs support popular tools like email services, marketing platforms, accounting software, and communication apps. Check integration compatibility beforehand to avoid limitations.
Is mobile access important in CRM?
Mobile CRM apps allow sales and service teams to update and view information anytime, anywhere. If your workforce is frequently remote or in the field, a solid mobile experience is essential.
Do CRM systems require dedicated admins?
For simple CRMs, day-to-day management can be handled by team leads or small admins. More complex, customizable CRMs may require dedicated admins or IT support for maintaining workflows, integrations, and user management.
Is AI actually useful in CRM?
AI-powered features like lead scoring, analytics, and automation can enhance efficiency but vary widely between platforms. It’s worth testing these features during trials to see how well they match your sales processes.
What support options are typical in CRM?
Support ranges from self-service knowledge bases to live chat, phone support, and dedicated account managers. Higher-priced tiers often include premium support, crucial for minimizing downtime and onboarding faster.
Conclusion: Making an informed choice with CRM reviews
Choosing the right CRM is more than picking software; it’s about selecting a partner that helps your business build meaningful customer relationships efficiently and securely. Through reviewing pricing models and understanding security and compliance, you can better assess CRM reviews with a clear value perspective.
Teams should balance features, ease of use, security, and cost while considering long-term growth. Among the CRMs, Lark stands out by merging real-time collaboration with CRM functionality, offering a uniquely integrated environment for modern teams.
Investing in the right CRM sets a foundation for better sales, marketing, and customer experience — and with Lark, the foundation will be collaborative, secure, and adaptable.
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