The Best CRM Software of 2020

Scott Hirsch

You could boost your company's profits by almost 100% by retaining just 5% more of your customers. That’s where CRM software comes into play. CRMs are a critical way for small businesses to build and improve relationships with their customers. 

CRMs are geared toward improving the success of small businesses, but they can act as a central nervous system for your company as a whole, keeping customer information, calendars, task assignments, and more into a central location. From sales tracking and calendar management tools to lead capturing, funneling, sales insights, and forecasting, these tools offer small businesses both macro and micro views of their tasks and needs. 

The question isn’t whether your small business needs CRM, but rather, which CRM is best for your small business. Here’s a look at our top 10 CRM software picks and a guide to help you decide which is best for you.

Visual thinkers
First-time CRM users
Visual-based business owners
Businesses seeking a simple CRM solution
Service-based businesses
Those that want an on-premises CRM
Independent businesses
Small businesses that want a CRM provider they can trust
Large businesses and enterprises
Gsuite users that want an integrated CRM
$25per month
$12.50per month
$12 per month
18 per month
$19per month
$69 per month
$19 per month
14 days
14 days
21 days
30 days
14 days
30 days
14 days

The Top 10 CRM Software - In-Depth Reviews

  • 1

    Visual-based small business solution
    • Best forVisual thinkers
    • Price$25per month
    • Free trial14 days

    Celebrated for its ease-of-use, as well as its capabilities, Monday’s CRM is a favorite among midsized businesses and budding start-ups. 

    For one thing, it boasts one of the most approachable pipelines in the industry. The view is deceptively simple, with plenty of space for lead details, customer info, and tasks all organized into a clean interface. Monday lets you capture and prioritize leads, set tasks and deadlines down to the minute, and track sales progress reports. Another strength is its capacity for collaboration; easy-to-view timelines with a Kanban view allow everybody to stay apace of tasks and share information in one central location, which might explain why it’s the favored CRM software for industry-leading companies like and Philips. 

    Monday easily integrates with Google Drive, Slack, Trello, and Dropbox, and offers dedicated mobile apps for iOS and Android. Customer support is well represented with webinars, tutorials, and several avenues for contact.

    • Simple customization
    • Free trial
    • Timelines with Kanban view
    • Falls short on marketing tools
    • Too expensive for some midsize businesses
  • 2


    Accessible solutions for small businesses
    • Best forFirst-time CRM users
    • Price$12.50per month
    • Free trial14 days

    Pipedrive’s visual-driven CRM pipeline makes managing sales leads a breeze. Designed primarily for small to midsize businesses, it offers a touch of everything that could benefit a small business—workflow automation, statistics tools, and customizable lead stages—all smartly packaged in software that opts for accessibility over complexity.   

    The compelling feature is the pipeline itself, which allows sales teams to collect, track, prioritize, and optimize sales leads. Customer data can be easily stored in the pipeline, which can be tweaked as leads advance or fall behind. Lead-booster, Pipeline’s lead generation tool, uses a Chatbox to automatically route hot leads to sales reps, and can sync up with the calendar to schedule appointments. The software also features sales reporting and forecasting tools as well as email integration. 

    Part of Pipedrive’s charm is its usability; even those new to CRM can pick it up in a short amount of time, and scale their use as they assign and track leads. The software connects with hundreds of apps and has 2-way sync with Google apps and Drive. Pipedrive comes in 3 plans with progressively more advanced features, though users can take advantage of the free 14-day trial to play around and see it it’s right for them.

    • Seamless pipeline view
    • 2-way sync with Google apps
    • 14-day free trial
    • Not ideal for larger businesses
    • No VoIP system
  • 3

    Freshworks CRM

    Unified, visual-based business tool
    Freshworks CRM
    • Best forVisual-based business owners
    • Price$12 per month
    • Free trial21 days

    Freshsales boasts a surprisingly simple interface for the depth of its services and features. One of the more visually appealing CRMs, Freshsales is clean, lightweight, and likely approachable for users of all tech abilities. Yet despite this seeming simplicity, some small business owners might find more than they need, though not more than they can handle. 

    Everything from the visual pipelines with 360 customer views to auto-lead assignment, smartforms, and visitor tracking unify in an easily learned system that excels at keeping business matters organized without overwhelming. One downside is the lack of built-in lead capturing, though Freshsales’ lead scoring feature has earned some stellar reviews in its own right. 

    With competitive pricing and a low learning curve, Freshsales is a solid choice for small- to medium-sized businesses even if they don’t utilize all of its features. 

    • Extremely usable
    • Innovative lead scoring feature
    • 21-day free trial
    • Lead capturing only through web integration
  • 4
    Sleek and easy-to-use CRM solution
    • Best forBusinesses seeking a simple CRM solution
    • Price18 per month
    • Free trial30 days

    Capsule CRM is a good solution for businesses that want an easy-to-learn tool that their sales staff will be able to use immediately, without the need for extensive training.

    It allows businesses to create leads from an intuitive dashboard and track deal flows throughout the pipeline. Capsule CRM integrates with an array of other business solutions that are in common use, so it should fit right into any company's existing workflow comfortably.

    • Easy to use
    • Attach unlimited documents to leads
    • Lacks some advanced CRM features
  • 5
    Suite of tools for service-based businesses
    • Best forService-based businesses
    • Price$19per month
    • Free trial14 days

    Designed explicitly for small, service-based businesses, vCita has drawn more than 100,000 professionals to its specialized CRM software, and for good reason. 

    vCita is one of the rare products that’s tailored to small businesses that operate on appointments. Professionals such as accountants, therapists, medical professionals, and consultants will most benefit from the calendar management feature that allows them to book appointments and manage their schedule. The software also offers billing and invoicing services, another big plus for independent professionals. On the user side, meanwhile, a client portal allows clients to book appointments and make payments online. vCita also offers marketing campaigns and lead capturing to help professionals grow their business while managing their existing clients. 

     vCita offers a free 14-day trial, as well as 3 packages, starting with an essentials pack and topping out at the platinum package that includes customized marketing campaigns sent out to a maximum of 10,000 recipients.

    • Designed for appointment-based professions
    • Client-facing payment and scheduling portal
    • 14-day free trial
    • Not ideal for non-service companies
    • Largest package only supports 20 team members
  • 6
    On-premises and cloud CRM solutions
    • Best forThose that want an on-premises CRM
    • Price$30/user/month
    • Free trial30 days

    InfoFlo CRM is a great choice for businesses that want to run a CRM tool locally on their own server. It also includes the functionality necessary to run on the cloud for a basic and advanced subscription.

    The basic product is backed by a wide library of add-ons to add features such as PBX and advanced searching.

    • Cloud and on prem
    • Advanced search feature
    • Advanced search feature
    • Not a huge user base
    • Missing some integrations
  • 7


    Free software with plenty to brag about
    • Best forIndependent businesses
    • PriceFree
    • Free trialN/A

    Hubspot’s CRM software is free and therefore best suited to small businesses only in need of the core essentials. That said, it’s earned high reviews and offers a solid line-up of tools that make it worth considering for SMBs looking to increase sales.

    Hubspot CRM has a clean dashboard that lets you sort deals and track all pertinent information which can be sorted by lead status, name, amount, or by custom filters, all so you can view your sales funnel in real-time. The software syncs up with Gmail and Outlook and includes tons of free communications tools such as live chat, cross-team emails, and a central inbox for sales, marketing, and customer service teams to manage conversations.  

    Most notably, Hubspot allows an unlimited amount of users and storage that can reach up to a million contacts. While limited for clients with advanced needs, Hubspot exceeds what you’d expect for free software and is a capable solution for small businesses looking to improve organization and productivity.

    • Free software
    • Up to 1 million contacts
    • Unlimited users
    • Basic software
    • No statistics or forecasting tools
  • 8
    Easy sales pipeline visualization
    • Best forSmall businesses that want a CRM provider they can trust
    • Price$69 per month
    • Free trialNone

    Sage CRM is a cloud CRM that allows businesses to visualize their sales pipeline, set targets for sales teams, link marketing campaigns to sale leads, and many more sales and marketing functions. This is a serious CRM with many big clients. Therefore, it's not the cheapest option on the market, but it does provide good value considering all of the features it offers.

    • 100% cloud-based
    • Dashboard that gives a clear overview of the business
    • Not the cheapest tool on the market
    • Support materials are lacking
  • 9


    360 degree customer view
    • Best forLarge businesses and enterprises
    • Price$999/month
    • Free trialYes

    Netsuite CRM allows its enterprise customers to gain a 360 degree view of customer activity encompassing marketing activity, sales records, and even customer support.

    Its features support automation, lead scoring, customized reporting, and its support is provided in accordance with strictly defined service level agreements (SLAs).

    • Enterprise-ready
    • 360 degree customer view
    • Strong support
    • Minimum $999 spend
    • Atypical lead syntax
  • 10
    CRM platform for GSuite
    • Best forGsuite users that want an integrated CRM
    • Price$19 per month
    • Free trial14 days

    CopperCRM is made for users who want a CRM that integrates GSuite business tools. It includes tools to effectively manage leads, visualize your pipeline and provides basic automation.

    • Integrates with GSuite seamlessly
    • Email syncing and follow-up prompts
    • No tools for marketers
Frequently Asked Questions
What are the top 5 CRM systems?
+, Pipedrive, Keap, vcita, and Hubspot are 5 companies with some of the best CRM systems available.
What is the easiest CRM?
Pipedrive boasts many characteristics that make it one of the easiest and most accessible CRM systems for new users.
What is the best free CRM software?
Hubspot is entirely free and has some impressive features that reviewers claim put it in competition with subscription-based CRM systems.

Why Your Business Needs a CRM

Increasing Sales

  • Streamlined client contact boosts sales.

  • Collaborative tools helps salespeople close the deal.

Improving Customer Retention

  • Effective feedback logging keeps customers around longer.

  • Integrated “360 degree” views of customer data help you serve them more effectively.

Streamlining Your Sales Funnel

  • A CRM makes it easy to visualize your funnel.

  • Granular reporting helps identify pipeline weak points.

Easy Online Marketing Tools

  • CRMs help marketers plan and track email campaigns.

  • Easily integrate sales and marketing data for better results and a higher conversion rate.

How to Choose the Right CRM Software for Your Business


The price of CRM software can vary widely based on the number of users, the extent of the software’s functionality and the specific needs of a company. Many CRM subscriptions are offered in 3 tiers: a basic tier, an advanced tier, and an enterprise tier. Each tier may include access for more users, better software integrations and automation capabilities, and enhanced security.

Because of the number of different factors playing into each subscription package, the average cost of a CRM depends entirely on your business needs. Fortunately, nearly all available CRMs offer trial software periods to let businesses try out CRM features and functionalities.

Setup time

Cloud-hosted solutions can be deployed faster than on-premises ones. 

Look for a CRM with good support and a large user community to easily resolve setup difficulties.

Ease of Use

Many CRMs put a strong emphasis on ease of use. 

Find a tool with good data visualization and that provides streamlined apps to help your salespeople enter and access data on the go.


What does the CRM offer besides lead capture and outreach? Consider looking for a tool with a rich integration library to take advantage of connections with other services you may use.

Customer Service

What hours is the support team available? Look for a support team accessible in your time zone and which provides more than simple ticket support.


Is the CRM you’re considering visually pleasing? Opt for a tool that makes it easy for your salespeople to visualize their diary and priority appointments.

Your Business, Your Way

With a wide range of CRMs built to meet business needs across any industry, there's no one-size-fits-all solution. To find the ideal CRM for your business, take full advantage of the demo and trial periods offered by most CRM developers. Using and understanding the capabilities, interfaces, and expandability offered by each CRM can help you identify the ideal solution for your company.

Scott Hirsch
Scott has worked as a writer, editor, and researcher for top tech companies, including Groupon . Over the last decade he has covered stories in emerging tech, consumer trends, medical and wellness technology, media, science, and culture, and has contributed articles to non-profit and social awareness organizations. Scott was born and raised in Chicago and has a deep love for its people, culture, and architecture. His work has appeared both online and in print.