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Top 10 best CRM tools for 2023: A comparison

Compare the top 10 best CRM tools for 2023

Customer Relationship Management or CRM goes exactly by its name and refers to the practices, strategies, and technologies deployed by organizations to manage and analyze interactions with customers throughout their journey. To help businesses manage these tasks and maintain a holistic view of customer relationships, CRM tools come into play. From contact management to sales tracking to marketing automation and customer support, these CRM tools provide a wide range of features. Before we delve into the best CRM tools, let’s first understand how CRM tools work and how beneficial they can be.

Let’s take an example of a retail business. When a customer visits the store, the CRM software records information relating to their contact number, past purchases, etc. When they visit the website of the business, the CRM further monitors the customer’s online activity. Using this information and the preferences of the customers, the business can send promotional emails specifically targeted to the customer. In addition, if the customer contacts customer support with an issue, the CRM platform gives the customer service representatives a complete history of their interactions, ensuring a smooth and tailored support experience. The sales team of the organization also uses the CRM tools to follow up with possible leads, monitor development, and project sales.

The crux of the matter (or benefits of CRM tools) is:

-These enable businesses to understand customer preferences, purchase history, and interactions, facilitating personalized and targeted communication.

-They further help streamline sales processes, track leads, and optimize marketing campaigns for better conversion rates.

-These tools help in keeping all customer-related data is stored in one place, allowing easy access and reducing data silos within the organization, and in turn assisting in quicker resolution of customer complaints.

In summary, CRM tools play a crucial role in building stronger customer relationships, streamlining operations, and driving growth. Businesses gain valuable insights from CRM analytics, enabling data-driven decisions and strategic planning. While the specific need of the business determines the best-suited CRM tool for them, we have some notable options. Let’s delve!



Salesforce is a well-known cloud-based CRM platform that provides a wide range of services, including sales, marketing, customer care, and analytics. On the one hand, it is renowned for its broad customization possibilities and integration abilities. On the other hand, because it is cloud-based, it is flexible and scalable, allowing users to access data and insights from anywhere. The platform’s strength is its comprehensive suite of tools, which enables companies to streamline processes, better customer connections, and boost overall productivity. Salesforce is appropriate for companies of all sizes.

Pros: Salesforce CRM is versatile in nature. Meaning, it offers everything from basic lead management to advanced workflows. It boasts a vast user base and high ratings on review platforms, reflecting its popularity and effectiveness. The platform’s rich customization options empower businesses to tailor the CRM to their specific needs, and its robust reporting capabilities provide valuable insights for decision-making. Additionally, its wide array of integrations with other tools enhances its functionality.

Cons: While Salesforce’s complexity can be an asset, it might also be overwhelming for smaller businesses or those new to CRM systems. The pricing structure can also be intricate, and costs can escalate as companies require more advanced features or user licenses. Moreover, some users note a learning curve for mastering the platform’s full potential.

HubSpot CRM


HubSpot CRM is a CRM platform that provides essential features like contact management, sales pipeline tracking, and email tracking. It provides a centralized platform for lead generation and nurturing, and its automation capabilities streamline tasks and workflows. The platform is designed to help businesses attract visitors, convert them into paying customers, and manage activities. It is known for its ease of use and seamless integration with other HubSpot products. HubSpot CRM also includes a free version with basic features, making it suitable for startups and small businesses.

Pros: HubSpot CRM’s key strengths include its user-friendly interface, automation tools, and integration with other HubSpot products. It supports lead scoring, email tracking, and real-time notifications, enhancing sales efficiency. The platform’s customer support is highly regarded, with various support channels available. Its scalable pricing plans and free version cater to different business needs.

Cons: Some users find the software’s reporting and analytics capabilities limited. While the free version is valuable, businesses requiring advanced features might need to invest in higher-priced plans.

Microsoft Dynamics 365


Microsoft Dynamics 365 is a comprehensive CRM and Enterprise Resource Planning (ERP) platform that offers features for sales automation, marketing, customer service, and advanced analytics. It supports end-to-end business processes, allowing organizations to manage customer interactions, track sales pipelines, and optimize resource allocation. Known for its robust feature set and seamless integration with other Microsoft products, Microsoft Dynamics 365 is designed for medium to large-sized businesses.

Pros: By integrating with other Microsoft services and products, the platform creates a unified ecosystem. Due to its modular design, businesses can choose and customize the modules they require. The scalability of Dynamics 365 is appropriate for companies of various sizes. It is recognized for having strong capabilities in areas like sales and account management.

Cons: Some users find Dynamics 365’s complexity challenging, particularly during initial implementation. Customization may require technical expertise, which could be a drawback for smaller businesses. The pricing model might be considered expensive for organizations seeking only specific functionalities.

Zoho CRM


Zoho CRM is a comprehensive customer relationship management platform that provides tools for managing contacts, leads, deals, and sales pipelines. It offers email integration, project management, web analytics, live chat, and accounting functionalities. The platform aims to be a unified solution for various communication needs and supports the end-to-end customer journey. It is known for its user-friendly interface and affordability, making it suitable for small to medium-sized businesses.

Pros: Zoho CRM is lauded for its user-friendly interface, innovative features, and accessibility. The platform’s affordability and lower pricing compared to competitors make it an attractive choice, especially for small to medium-sized businesses. The software’s scalability and flexibility allow it to cater to the needs of a diverse range of businesses.

Cons: While the platform caters to various business needs, some users may not require all the integrated features. Apart from integration issues, limited customizability is also seen as a potential drawback.



Pipedrive is a sales-oriented CRM platform designed to help companies streamline their sales operations and successfully manage customer interactions. It offers a number of capabilities, including deal management, contact management, and sales pipeline tracking. Pipedrive is distinguished by its visual sales pipeline, which enables customers to follow deals at different levels and gives a clear picture of how sales are doing. It is renowned for its simplicity and user-friendly interface and is built for small to medium-sized organizations.

Pros: Pipedrive is praised for its intuitive user interface and visual approach to tracking sales pipelines.  It provides an intuitive platform for tracking leads and deals, making it suitable for businesses new to CRM systems. Businesses can customize the software to meet their own demands thanks to its flexible features. Furthermore, the pricing structure of Pipedrive is regarded as reasonable and cost-effective.

Cons: Some users may find that certain key features, like automation and email syncing, are not as comprehensive as in other CRM solutions. While Pipedrive’s focus on sales is a strength, it might lack some advanced marketing functionalities found in more comprehensive CRM platforms.



Freshsales, an all-in-one CRM platform from Freshworks, is made to improve sales and marketing skills, making it simpler for companies to attract leads, interact with clients, and close deals successfully. It has features like analytics, sales pipeline tracking, and contact management. Freshsales stands out for its comprehensive approach, which combines chat capabilities, sales, and marketing elements, and a built-in phone system. Salespeople may make informed judgments and close deals using the platform’s AI-powered insights. It offers resources for generating high-quality leads, having relevant conversations, and building bonds with customers. It is made for small to medium-sized organizations and is renowned for its user-friendly interface.

Pros: One of Freshsales’ strengths is its user-friendly interface and ease of use. Users appreciate the visual nature of the software, which simplifies lead management and deal tracking. The ability to run campaigns and sequences on contacts adds to its efficiency. Freshsales’ integration of chat and built-in phone streamlines communication with customers. The combination of sales and marketing functionalities within the same platform is also a notable advantage.

Cons: Some users have reported limitations in reporting features and find the interface less fluid compared to other CRM systems. While Freshsales provides a comprehensive set of features, it may not have the depth of customization and scalability that larger enterprises require. Users seeking advanced marketing automation features might find Freshsales lacking in certain aspects.



Insightly is a cloud-based CRM platform designed to simplify collaboration and enhance workflow efficiency for teams. Contact management, sales pipeline tracking, and project management are some of the features offered by Insightly that aim to streamline customer relationship management and project management within a single platform. The platform positions itself as a modern and affordable CRM solution that scales with companies as they grow by providing them with essential features such as a dashboard, process workflow, lead management, opportunities, and project management. The platform is perfect for start-ups and small businesses due to its ease of use and customization options.

Pros: Insightly is known for its user-friendly interface, making it approachable for both CRM beginners and experienced users. Its integration of sales automation, lead management, and project management functionalities within one platform offers a comprehensive solution for businesses. The affordability of Insightly is also emphasized, especially for small businesses looking for a cost-effective CRM solution.

Cons: Users who require more advanced or specialized CRM features might find Insightly lacking in certain areas. As with any software, the suitability of Insightly depends on the specific needs and preferences of the organization using it.



Nimble is a versatile social CRM platform that offers features like contact management, sales pipeline tracking, and social media integration designed to help solopreneurs and small businesses build and nurture customer relationships effectively. It offers several features to enhance customer interactions, improve communication, and streamline business processes. It combines contact information, social media connections, communications, and appointments from various sources into a unified platform. The software provides workflow templates, an intuitive dashboard, and activity management tools for effective task organization and lead qualification. Nimble is known for its easy integration with popular productivity tools like Office 365 and G Suite.

Pros: One of the several advantages Nimble offers is its cloud-based functionality that enables users to build and nurture relationships while working from anywhere. The software integrates with popular productivity apps, allowing seamless gathering of user contacts, communications, calendars, and collaborations. Nimble’s relationship-based approach simplifies contact management and enhances team collaboration. It streamlines operations, making it a versatile choice for individuals and teams. Moreover, its integration with Google Workspace and Microsoft 365 adds to its convenience and accessibility.

Cons: Nimble CRM may not offer as much storage space as some competitors, which could be a concern for businesses with large amounts of data. Additionally, while Nimble provides a range of features, there are alternatives available that are more cost-effective.



SugarCRM is a flexible CRM software that aids businesses in managing customer interactions, sales, marketing, and support. It offers features like sales automation, contact management, lead tracking, and customizable reporting. It is designed for medium to large-sized businesses and is known for its customization options and robust feature set. In addition, SugarCRM provides tools to enhance collaboration, streamline processes, and provide insights into customer behavior and engagement.

Pros: SugarCRM is often praised for its well-rounded CRM capabilities, offering sales automation and automation features to streamline business processes. Users value its ability to track customer journeys, automate workflows, and generate reports for informed decision-making. The platform’s support is also highlighted for its effectiveness in addressing user queries.

Cons: While the specifics vary, some users have noted that SugarCRM’s per-user pricing might be higher compared to alternatives like Salesforce. As with any complex CRM software, there can be a learning curve for users unfamiliar with CRM systems.



Apptivo is a multifunctional, cloud-based CRM platform that offers a range of features designed to streamline business processes. Some among them are contact management, sales pipeline automation, marketing campaign planning, and project management. Apptivo’s easy customization, dynamic features, and versatile capabilities make it an attractive option. It is designed for small to medium-sized businesses and is known for its affordability and ease of use.

Pros: Users often praise Apptivo’s ease of use, customization options, and intuitive functions. It offers a simple yet dynamic interface, enabling businesses to control sales, marketing, and other crucial aspects with ease. The platform’s versatility and high-security control features are highlighted as strengths.

Cons: Some users may find that Apptivo’s comprehensive features could come at the cost of a steeper learning curve for more intricate functionalities. While it consolidates various tools, businesses should assess whether its scope aligns with their specific needs.

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