Best CRM Software

CRM software buying insights at a glance

What is CRM software?

What are the top reviewed CRM systems on G2?

CRM software pricing and cost considerations

CRM software pricing varies significantly depending on the vendor, scale, complexity, and deployment model. Pricing categories typically include:

• Free tier: Basic functionality suitable for startups or small businesses requiring minimal CRM capabilities.
• Entry-level and mid-market Tiers: Moderate feature sets with per-user subscription pricing targeted at mid-sized businesses.
• Enterprise-level tiers: Comprehensive, highly customizable solutions with extensive support, integrations, advanced analytics, and strategic implementation support.

Most CRM software solutions on the market are priced per–user per month, but they can also be offered at annual rates. According to G2 data covering 86 CRM products (245 editions), the average annual license cost is about $415.95, roughly $35 per user per month when paid yearly. Some products offer free versions, while high-end, enterprise-level solutions can cost up to $3,960 per user per year.

Organizations should carefully evaluate Total Cost of Ownership (TCO), including hidden costs such as onboarding, integrations, training, and ongoing technical support. For on-premises solutions, factor in hardware, IT resources, and ongoing maintenance.

Types of CRM software on G2

CRM software solutions typically fall into the following categories, each with distinctive functionalities suited to specific organizational needs:

• Sales Automation CRM: Focuses primarily on automating sales processes, enhancing productivity, and streamlining pipeline management.
• Analytical CRM: Provides deep data-driven insights, predictive analytics, and customer segmentation through advanced AI-driven reporting.
• Industry-Specific CRM: This type of CRM offers specialized features tailored to industry-specific operational requirements. This includes real estate CRM software, construction CRM software, financial services CRM software, mortgage CRM software, legal CRM software, PR CRM software, and nonprofit CRM software.
• Social CRM: Captures and manages customer interactions from social media channels, facilitating seamless cross-platform engagement.
• Mobile CRM: Enables sales and marketing teams to access CRM capabilities via mobile apps, supporting productivity on the go.
• All-in-One CRM: Combines multiple CRM functions into a unified platform, eliminating the need for disparate applications. This software supplants the need for broken software chains like standalone ERPs or human capital management systems (HCMs).
• Standalone CRM: Operates independently without requiring extensive integration into an existing tech ecosystem. Often found in small or mid-sized businesses that prefer simpler setups.
• Cloud-based CRM: Delivers scalable and secure solutions through cloud infrastructure, reducing IT complexity and promoting agile growth.
• Small Business CRM: This type of CRM provides accessible, intuitive CRM tools specifically designed for smaller organizations with straightforward deployment and lower costs.

Top CRM software features rated by G2 reviewers

There is no best CRM software for everyone. Different CRM features within CRM software can help users in a few ways:

• Contact & account management: Store customer data and manage interactions centrally.
• Opportunity & pipeline management: Track sales deals through each stage from lead to close.
• Task & activity management: Schedule tasks, assign deadlines, and track activities.
• Lead management: Capture, qualify, and manage leads throughout the sales process
• Email marketing & campaign management: Create, launch, and measure email and multi-channel campaigns.
• Reporting & dashboards: Visualize performance and trends through intuitive dashboards and customizable reports.
• Mobile & social integration: Access CRM on mobile devices; engage customers through social media channels.
• Workflow automation: Automate repetitive tasks and streamline business processes.
• Customer support & case management: Track and resolve customer inquiries and issues effectively.
• Integration capabilities: Seamlessly integrate CRM with other essential software and business systems.
• AI capabilities: Use generative AI to automate text creation and enhance customer interactions.

Top CRM software benefits identified by G2 reviewers

Effective CRM implementation can yield multiple strategic business benefits, including:

Enhanced customer insights: CRM systems consolidate interaction data for deeper customer understanding, enabling personalized engagements and proactive sales efforts.

“It consolidates all customer data onto a single platform, tracking the entire customer journey within our system through a single interface. This includes all interactions from the initial point of contact, whether inbound or outbound, through marketing or direct sales, to the final outcome of either a closed win or closed loss.” - Akshay S., Sales Development Manager.

Improved revenue growth: CRM tools support targeted marketing campaigns, streamline lead management, and accelerate sales processes that drive increased revenue.

“The tool helps me keep track of leads, follow-ups, and client interactions without things slipping through the cracks.” - Chelsea D., CEO.

Optimized productivity and efficiency: CRM software automates repetitive tasks, minimizing manual intervention and freeing staff to focus on high-value strategic activities.

“The automation features save us a ton of time by cutting out manual data entry and follow-ups. This means we can focus more on growing the business and less on chasing details, which has definitely helped our team stay more productive and organized.” - Byron S., VP, SFDC & Data Administration.

Improved collaboration and transparency: CRM solutions offer centralized visibility into customer journeys, facilitating cross-functional collaboration and aligning sales and marketing efforts.

“The tool allows us to have transparency and a centralized location for all of our staff to store the information we need to help the customers.” - Ryan L.

Top CRM systems challenges identified by G2 reviewers

Implementing CRM software often presents specific challenges that can impact overall success. Analyzing G2 user reviews reveals frequent issues, including pricing concerns, complexity of user experience, limited or underdeveloped features, inadequate customer support, and integration limitations. Here are the most common hurdles users face, along with practical advice to address them:

1. Cost concerns: Reviewers frequently identify high or unclear pricing as a barrier, particularly with enterprise-level CRM systems, making affordability an ongoing concern, especially for small or mid-sized businesses.

• Essential questions to ask your CRM vendor: How is your pricing structured, and what exactly is included in each tier? Are there additional costs for adding users, premium features, or customer support?
• How to overcome the challenge: Seek transparency from vendors upfront and consider scalable solutions or tiered pricing options that align costs with your business growth.

2. Steep learning curve: CRM software often introduces unfamiliar workflows, resulting in slow adoption or even resistance within teams accustomed to different processes.

• Essential questions to ask your CRM vendor: What training programs or onboarding resources do you provide? How do you help teams transition smoothly from their existing processes?
• How to overcome the challenge: To facilitate an easier transition, opt for CRM solutions that offer comprehensive onboarding materials, continuous training, and strong vendor support.

3. Limited or underdeveloped features: Many CRM users express disappointment regarding missing or insufficiently developed functionality, limiting effectiveness in critical business scenarios.

• Essential questions to ask your CRM vendor: Can you outline your current features and upcoming development roadmap? How responsive are you to customer feedback when prioritizing new features?
• How to overcome the challenge: Prioritize CRM providers who are transparent about feature availability and future development, ensuring alignment with your essential business needs.

4. Support and reliability issues: Users commonly cite inadequate customer support, slow response times, or unreliable systems as major pain points negatively affecting daily operations.

• Essential questions to ask your CRM vendor: What support channels are available, and what are your average response and resolution times? Do you provide clearly defined Service Level Agreements (SLAs)?
• How to overcome the challenge: Evaluate vendors based on proven reliability and responsive customer support. Clarify expectations with detailed SLAs.

5. Integration limitations: CRM solutions can become less effective when integration with existing tools is difficult, limited, or complex, reducing overall productivity.

• Essential questions to ask your CRM vendor: What integrations do you currently support, and how complex is the setup process? Do you assist customers with integrations and troubleshooting?
• How to overcome the challenge: Choose CRM software with robust, user-friendly integrations. Confirm compatibility with essential tools early in the evaluation process.

What is CRM software used for?

Analysis of CRM software reviews reveals the following common scenarios:

• Lead management & tracking: Businesses use CRM tools to capture, qualify, assign, and monitor leads throughout the sales funnel, ensuring leads never slip through the cracks.
• Centralized customer & contact data: Reviewers say CRM solutions help store all customer interactions and communications in one centralized system, ensuring multiple departments access accurate, up-to-date records without duplication.
• Pipeline & deal management: CRM applications organize sales opportunities clearly by stage, value, and timeline, allowing sales teams to prioritize deals and forecast revenue effectively
• Collaborative account & case management: Reviewers say CRM platforms simplify customer support by enabling multiple stakeholders to collaborate on customer inquiries, case management, and issue resolution, keeping all communication records linked and up-to-date.

Who uses CRM systems?

CRM software users span various roles, from senior executives to frontline sales and marketing professionals. Based on G2 reviewer demographics, typical users include CEOs, owners, founders, account executives, directors, and managers. Common industries include computer software, marketing and advertising, information technology, financial services, and real estate.

Common CRM software integrations

We analyzed extensive user-review data to identify common software categories users frequently integrate with CRM:

• Marketing automation software: Integrating CRM software with marketing automation tools allows businesses to automate email campaigns, streamline lead nurturing, and enhance lead scoring capabilities.
• Email & calendar tools: CRM integrations with popular email and calendar platforms help centralize communication, appointments, and contact management, providing a unified view of customer interactions.
• Workflow and custom integration tools: Flexible integrations using APIs and workflow automation tools enable businesses to synchronize CRM data seamlessly across multiple applications, enhancing operational efficiency.
• Collaboration & communication platforms: Connecting CRM tools with internal collaboration and messaging platforms facilitates instant communication, simplifies meeting scheduling, and enhances internal team coordination.
• Website and lead capture software: Integrating CRM apps with website and form-building software allows real-time lead capture, automated follow-ups, and personalized customer engagement directly from web-based interactions.

What's the best CRM app for small business owners?

For small business owners, I recommend exploring CRM apps specifically designed for small and medium-sized businesses (SMBs) as they focus on ease of use and cost-effectiveness, such as: 

1. Microsoft Dynamics CRM offers a robust solution to boost sales productivity and marketing effectiveness with social insights, business intelligence, and campaign management. It provides both on-premises and cloud solutions, with mobile CRM apps for on-the-go management.
2. Vtiger All-In-One CRM is tailored for small to medium-sized businesses, providing a 360-degree customer view. It optimizes sales, support, and marketing touch-points with AI-powered tools and robust automation to enhance customer experiences across various channels.
3. BSI Software delivers a comprehensive platform for the digitalization of customer relationships, with a strong CRM system supporting industries like banking, insurance, and energy. It emphasizes a 360° customer view and uses AI to improve processes and customer interactions.

What CRM is the best for e-commerce platforms?

The best CRM software for eCommerce platforms depends on your business size, sale volume, and integration needs. With that in mind, here are some top choices to support your business based on G2 reviews:

1. HighLevel: An all-in-one Sales & Marketing CRM with CRM, Email, 2-way SMS, consolidated messaging, outbound calling, and more.
2. Close: A CRM designed to help small, scaling businesses close deals fast with built-in communication, automation, and reporting tools.
3. Agile CRM: A fully integrated CRM with sales tracking, contact management, marketing automation, and telephony.

Future of CRM software

• AI-driven insights and predictive analytics: CRM platforms increasingly leverage AI and machine learning to process vast customer data, predict behaviors, and recommend the next best actions. (Source 3) This helps teams identify high-value leads, reduce churn, and personalize communications. Predictive analytics accelerate sales cycles and improve marketing campaign targeting. AI-powered insights also automate manual tasks, allowing teams to focus on strategic interactions rather than data entry.
• Omnichannel engagement and conversational interfaces: Businesses are meeting customers on their terms, whether via chat, social media, or voice assistants. CRMs of the future will integrate new channels effortlessly and use conversational AI to streamline interactions. (Source 4)
• Deeper IoT integration for real-time engagement: With the rise of IoT (smart devices, wearables, sensors), next-generation CRMs will sync with real-time data streams. (Source 3) This will enable proactive customer service, automated triggers for maintenance or support, and personalized product recommendations based on real-world usage.