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Sales & Marketing

CRM

Customer relationship management systems that keep contacts, deals and the record of every conversation in one place. Every tool below is measured against the same criteria, in the same order.

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36tools

  • Bigin by Zoho CRM

    AI features

    Price Free tier; Express from US$9 / user / month

    Not rated yet

    Pipeline-centric CRM from Zoho for small businesses that have outgrown spreadsheets, with a perpetually free single-user plan.

    Strengths

    • Perpetually free single-user plan with pipeline, contacts, built-in phone and API access
    • Paid plans start at 7 US dollars per user per month billed yearly
    • Zia AI for email drafting, summaries, cross-sell and churn analysis at no extra subscription
    • No forced contracts, with a 30 or 45 day money-back guarantee

    Limitations

    • Plans meter pipelines, records and automations, so growth runs into capacity limits
    • Aimed at businesses of roughly 1 to 20 people rather than larger sales organisations
    • Much of the integration value assumes the wider Zoho estate
  • SuperOffice

    AI features

    Price From €45 / user / month

    Not rated yet

    A European B2B CRM covering sales, marketing and service, sold in five plans with European data residency built in.

    Strengths

    • European data residency and GDPR tooling included on every plan
    • Sales, marketing and service run on one customer record
    • Contacts, companies and deal tracking are already in the entry plan
    • Five plans, so the suite scales without a jump to an enterprise quote

    Limitations

    • The Starter plan leaves out the API, the Outlook and calendar sync and the mobile app
    • Starter is capped at five users
    • Everyone in the organisation has to sit on the same plan, so one team's needs set the price for all
    • Cloud only, with no on-premise option
    • Workflow automation and custom dashboards need the Growth plan or above
  • HoneyBook

    AI features

    Price From $29 / month

    Not rated yet

    Client platform for independent service businesses: pipeline, proposals, contracts, invoices and payments in one file.

    Strengths

    • Proposals, contracts, invoices and payments live in the same client file
    • 30-day trial of nearly every feature, no credit card required
    • Client portal, scheduler and lead forms are included from the entry plan
    • HoneyBook AI drafts emails and summarises projects and meetings

    Limitations

    • Available only in the United States, Canada, the United Kingdom and Australia
    • Automations, team members and the QuickBooks Online link start at the Essentials plan
    • No time tracking or project costing
    • Payment processing is charged on top of the subscription, from 2.7% plus 10 cents per card transaction
  • Nutshell

    AI features

    Price From $7 / user / month

    Not rated yet

    A CRM and email marketing platform for small business sales teams, with pipelines, email and calendar sync and built-in AI.

    Strengths

    • Unlimited contacts and storage on every plan
    • Email and calendar sync for Gmail, Office 365 and Outlook
    • Generative AI and AI agents included, with a monthly allowance of AI outcomes on every plan
    • Free live chat and email support on all plans, with no seat minimum or maximum

    Limitations

    • Custom pipelines and advanced reporting are reserved for the higher plans
    • Phone support is limited to the Enterprise plan
  • HubSpot

    AI features

    Price Free plan for 2 users; paid from $7 / seat / month

    Not rated yet

    A customer platform with a free Smart CRM for contacts, deals and pipelines, scaling into paid sales, marketing and service software.

    Strengths

    • Free CRM for up to 2 users with contact management, deals and email tracking
    • Scales from free tools to a full sales, marketing and service platform
    • Marketplace of more than 2,000 integrations plus a public API
    • Breeze AI assistant on paid plans

    Limitations

    • Professional and Enterprise carry one-time onboarding fees ($1,500 and $3,500)
    • Costs rise quickly as you add seats and hubs
  • Act!

    AI features

    Price From $30 / user / month

    Not rated yet

    A CRM and marketing platform for small businesses, sold as a cloud subscription or a self-managed desktop edition.

    Strengths

    • Cloud and self-managed on-premises editions from the same vendor
    • CRM, email marketing, web forms, surveys, website chat and appointment booking in one subscription
    • Act! Web API included on every plan, with OData querying and an OpenAPI description
    • 14-day free trial without a credit card

    Limitations

    • Prices are quoted per user billed annually
    • The entry tier includes 2,500 email sends a month; larger allowances require a higher tier
    • SMS text messaging is a paid add-on starting at $19 per month
  • Salesforce

    AI features

    Price From $25 / user / month

    Not rated yet

    Sales Cloud CRM from the Starter Suite for small business up to Enterprise and Unlimited editions, with Agentforce AI and the AppExchange marketplace.

    Strengths

    • Scales from an all-in-one Starter Suite to Enterprise and Unlimited editions
    • Agentforce brings predictive, generative and agentic AI to the higher editions
    • AppExchange marketplace and MuleSoft for a wide integration ecosystem
    • 30-day free trial across the Sales editions

    Limitations

    • Costs climb quickly across editions and with Agentforce add-ons (from $125 per user/month)
    • Depth of customization can mean a steeper setup than lighter CRMs
  • SugarCRM

    AI features

    Price From $59 / user / month

    Not rated yet

    A CRM platform for mid-market sales teams, with pipeline and quote management, business process automation and built-in AI.

    Strengths

    • Quote management and business process automation built in
    • Sugar Intelligence adds predictive, generative and sentiment AI
    • Both REST and SOAP APIs

    Limitations

    • A 15-user minimum on every Sugar Sell edition
    • Mail and calendar integration starts on the Advanced edition
  • Price Sell Team $19 / month

    Not rated yet

    Sales CRM from Zendesk, with pipeline management and sales engagement tools that share a customer record with Zendesk Support.

    Strengths

    • Shares a customer record with Zendesk Support, so sales and service see the same history
    • Sales engagement built in: sequences, Task Player, power dialer and bulk outreach
    • Pipeline analysis and forecasting with drag-and-drop custom dashboards
    • Mobile apps for iOS and Android with full functionality plus geolocation

    Limitations

    • Lead and deal scoring and advanced permissions are reserved for the upper plans
    • Most of the argument for it rests on already running Zendesk for support
  • Price From $150 / user / month

    Not rated yet

    Enterprise sales automation on the Oracle Fusion platform, joined to quoting, order management, billing and commissions.

    Strengths

    • Quoting, order management, billing, revenue recognition and commissions share one data model with Oracle Fusion Cloud ERP, so no integration or reconciliation sits between sales and finance
    • Oracle publishes list prices for the Sales base in its global price list, which is unusual at this end of the market
    • Named AI agents for contacts, territory, renewals and quote generation are built into the workflow rather than sold as a separate layer
    • Quarterly updates deliver new capability without a migration project

    Limitations

    • Minimum of 10 hosted named users on the Sales Enterprise base, with a standard three-year subscription term
    • Published figures are list prices before the volume and multi-year discounting these deals normally involve
    • The main argument, one platform through to ERP, mostly falls away for companies whose finance system is not Oracle
    • Incentive Compensation is a separate line at $75 per compensated participant and month with a minimum of 500 participants
  • Nimble

    AI features

    Price From $24.90 / user / month

    Not rated yet

    A relationship-focused CRM that works inside Microsoft 365 and Google Workspace.

    Strengths

    • Works inside Microsoft 365 and Google Workspace
    • Automatic contact enrichment from social and business data
    • Unlimited customizable pipelines and workflows on the single plan
    • AI email creation tools included

    Limitations

    • Email marketing, web forms and data enrichment are paid add-ons
    • One plan only, with contact and storage limits that cost extra to raise
  • Salesflare

    AI features

    Price From $29 / user / month

    Not rated yet

    A simple yet powerful CRM for small and medium-sized businesses selling B2B, built around automated data entry.

    Strengths

    • Automated data capture keeps the CRM up to date without manual entry
    • Works from Gmail, Outlook and LinkedIn sidebars and a mobile app
    • AI suggestions and relationship intelligence to guide follow-up
    • REST API and native Zapier integration

    Limitations

    • No free plan; the entry point is the paid Growth plan
    • Enterprise plan requires a minimum of 5 users
    • Focused on B2B sales rather than a full marketing and service suite
  • EspoCRM

    AI features

    Price Free (self-hosted); cloud from $15 / user / month

    Not rated yet

    An open-source CRM under AGPLv3, run in the vendor's cloud or on your own server.

    Strengths

    • Open source under AGPLv3, free to self-host, with no per-user licence fee
    • Custom entities, fields, layouts and relationships are configured in the admin interface, not in code
    • Cloud plans state that all official extensions are included, including the Advanced and Sales Packs
    • Choice of United States or German data centres, the latter for EU data residency
    • Runs equally as a managed cloud service or on your own server

    Limitations

    • Reporting, workflows and business process management are extensions rather than core features
    • Self-hosted installations buy those extensions separately
    • Cloud plans carry user minimums of three, five and ten, so the entry price is not the entry bill
    • Support runs 12 hours a day on weekdays only
  • HighLevel

    AI featuresMCP-ready

    Price From $97 / month

    Not rated yet

    An all-in-one CRM and marketing platform sold by the agency account, not by the seat.

    Strengths

    • Priced per agency with unlimited users and contacts, so a growing client list does not raise the bill
    • Replaces a stack of separate tools: CRM, funnels, email and SMS, calling, calendars, payments and reviews
    • SaaS mode on Agency Pro resells the whole platform under the agency's own brand
    • Official MCP server and a documented REST API with webhooks on more than 50 events

    Limitations

    • AI modules are metered on top of the subscription rather than included
    • Starter is capped at three sub-accounts
    • The entry price is high for a single in-house team that will not use the multi-tenant side
  • folk

    AI features

    Price From $24 / member / month

    Not rated yet

    A CRM built around contacts and shared pipelines, with a LinkedIn import extension, one-click enrichment and four AI assistants.

    Strengths

    • One-click enrichment and a LinkedIn import extension cut manual data entry
    • Four AI assistants cover follow-up timing, recaps, company research and email workflows
    • Gmail, Outlook, calendar and WhatsApp sync keep conversations on the contact record

    Limitations

    • No free plan, only a 14-day trial
    • Custom objects, email sequences, dashboards and API access all start on the Premium plan
    • Enrichment, AI fields and messages are metered by monthly credits per member
  • Maximizer

    AI features

    Price From $65 / user / month

    Not rated yet

    A long-running CRM with a cloud and an on-premise edition, sold in a general sales line and a separate line for financial services.

    Strengths

    • An on-premise edition alongside the cloud service, which is rare in this category
    • Canadian development and Canadian data hosting
    • A separate product line built for financial services advisors
    • Leads are kept separate from deals, so the pipeline stays readable
    • Out-of-the-box dashboards on every plan

    Limitations

    • The entry plan is contact management only, with no pipeline
    • Workflow automation and the IQ Boost AI assistant need the upper plan
    • No free tier and no self-serve trial advertised; evaluation runs through a demo
    • No annual billing discount is published
    • Enterprise and on-premise pricing is on request
  • Zoho CRM

    AI features

    Price Free plan for up to 3 users; paid plans from $14 / user / month

    Not rated yet

    A customer relationship platform that brings sales, marketing and support into one record, with a free edition for up to three users.

    Strengths

    • Free edition for up to three users with contact management and automation
    • Zia AI assistant predicts deal outcomes and automates tasks
    • Omnichannel engagement over email, telephony and social
    • REST API and the Zoho Marketplace for integrations

    Limitations

    • AI and advanced automation are reserved for higher editions
    • The breadth of settings can be a lot to configure at the start
  • Close

    AI features

    Price From $9 / user / month

    Not rated yet

    A sales CRM built for calling, emailing and texting, with a built-in dialer, pipeline management and workflow automation.

    Strengths

    • Built-in dialer and SMS on every plan for calling, emailing and texting from one place
    • Chloe AI summarises leads from calls, emails and meetings and prepares follow-ups
    • API plus an event log API, via API keys or OAuth, on every plan
    • Solo plan for a single user at a low entry price

    Limitations

    • Workflows and the power dialer are reserved for Growth and above
    • Calling and SMS are billed on usage, on top of the seat price
  • Price Free (self-hosted); managed hosting from £50 / month

    Not rated yet

    An open-source CRM under AGPLv3 that you host yourself, with hosting, support and a warranty sold alongside it.

    Strengths

    • Free and open source under AGPLv3, with no per-user licence fee
    • Broad module set covering sales, campaigns, cases, knowledge base, projects, a customer portal and surveys
    • Configuration Studio adds fields, layouts and whole modules without code
    • Managed hosting, support hours and the SuiteASSURED warranty are available from the vendor
    • More than 60 languages, and the vendor states ISO 9001 and ISO 27001 certification

    Limitations

    • Self-hosting means running PHP and database updates, backups and security yourself
    • The repository states that SuiteCRM 8 is not yet as feature complete as the mature 7 series
    • Paid support is bought in blocks of hours rather than included with the free download
  • Attio

    AI featuresMCP-ready

    Price Free plan; paid from $35 / user / month

    Not rated yet

    An AI-native CRM with a flexible, customisable data model, automations and a built-in MCP server.

    Strengths

    • AI-native: Ask Attio searches and creates records, with AI call recording and analysis
    • Flexible, customisable data model that syncs and enriches records
    • REST API, webhooks, an App SDK and an MCP server on paid plans
    • Free plan for getting started

    Limitations

    • Call intelligence and higher automation limits sit on Pro and Enterprise
    • Priced per seat
  • Pipedrive

    AI features

    Not rated yet

    A web-based sales CRM built around a visual pipeline, with deal management, email sync and workflow automation.

    Strengths

    • Visual, customizable pipeline that keeps the sales process front and centre
    • Workflow automation with conditional logic on every plan
    • API with webhooks and more than 500 Marketplace integrations
    • LeadBooster lead-capture tools on the higher plans

    Limitations

    • Smart Docs, Projects and LeadBooster are reserved for the higher plans
    • Sales-focused rather than a full marketing and service suite
  • Kommo

    AI features

    Price From $25 / user / month

    Not rated yet

    A messenger-first CRM that runs the pipeline out of one WhatsApp, Instagram and Telegram inbox.

    Strengths

    • One inbox for WhatsApp, Instagram, Facebook, Telegram, TikTok and email, tied to the deal record
    • Salesbot builds qualification and booking flows without code
    • Trial opens every feature for 14 days without a credit card

    Limitations

    • The published per-seat rates assume billing every six months
    • Built around messaging, so a team selling mainly by email and phone gets less out of it
  • Price From $65 / user / month

    Not rated yet

    Microsoft's cloud sales CRM, part of the Dynamics 365 suite, with Copilot AI and Microsoft 365 and Power Platform integration.

    Strengths

    • Deep interoperation with Microsoft 365, Outlook and the Power Platform
    • Copilot AI for lead and opportunity summaries, meeting preparation and email drafting on Enterprise and Premium
    • Scales from core sales force automation to advanced AI across three editions

    Limitations

    • Workflow automation requires Microsoft Power Automate and additional licenses
    • Enterprise and Premium editions carry a premium per-user price
  • Twenty

    AI featuresMCP-ready

    Price Free (self-hosted); cloud from $9 / user / month

    Not rated yet

    An open-source CRM for technical teams, where objects, fields and workflows are defined as code.

    Strengths

    • Open-source core under AGPLv3, free to self-host with Docker Compose
    • Unlimited custom objects, fields and views at no extra charge, definable as code
    • REST and GraphQL APIs, webhooks and a native MCP server on every cloud workspace
    • AI agents with custom skills that read and write CRM data in natural language
    • Cloud Pro starts at $9 per user and month billed yearly

    Limitations

    • The vendor states the ecosystem is not yet as broad as Salesforce or HubSpot
    • Files marked as enterprise sit under a commercial licence rather than AGPLv3, and need a subscription in production
    • SAML and OIDC single sign-on start on the Organization plan
    • Enterprise starts at $50,000 a year, far above the per-seat plans
  • Freshsales

    AI features

    Price From $9 / user / month

    Not rated yet

    An AI-powered sales CRM from Freshworks with lead capture, deal pipelines, built-in phone and email, and workflow automation.

    Strengths

    • Freddy AI scores leads, surfaces deal insights and helps write emails on paid plans
    • Drag-and-drop Kanban pipelines and task automation from the entry plan
    • REST API covering contacts, accounts, deals, activities and products
    • Part of the wider Freshworks suite

    Limitations

    • Sales sequences and contact scoring are reserved for Pro and above
    • Forecasting insights, custom modules and audit logs are Enterprise only
  • Streak

    AI features

    Price From $49 / user / month

    Not rated yet

    A CRM built directly into Gmail, with pipelines, email tracking, mail merge and an API on every plan.

    Strengths

    • Runs entirely inside Gmail as a browser extension, with no separate app to switch to
    • Free plan with email and link tracking, mail merge and snippets
    • A documented API on every plan
    • AI deal summaries, Q&A and autofill, with monthly AI credits on every plan

    Limitations

    • Requires Gmail and a supported browser (Chrome, Safari or Edge)
    • Advanced reports, integrations and automations are reserved for Pro+ and above
  • Copper

    AI features

    Price From $23 / seat / month

    Not rated yet

    A CRM built for Google Workspace, managing contacts, deals, emails and tasks from inside Gmail and Google Calendar.

    Strengths

    • Built for Google Workspace, run from inside Gmail and Google Calendar
    • Gmail, Calendar, Contacts and Drive sync plus a Chrome extension on every plan
    • Pipeline automations that trigger emails or reminders on stage changes
    • API with an embedded integration SDK on all tiers

    Limitations

    • Contact limits on the lower plans (2,500 on Basic, 15,000 on Professional)
    • Centred on Google Workspace rather than a platform-neutral CRM
  • EngageBay

    AI features

    Price Free plan; Basic from $14.99 / user / month

    Not rated yet

    An all-in-one CRM, marketing and helpdesk suite for small teams, with a free plan for up to 15 users.

    Strengths

    • The free plan covers up to 15 team members, not one or two
    • CRM, marketing and helpdesk sit on one contact database on every plan
    • Deal pipelines are already in the free plan
    • Biennial billing takes fifteen percent off
    • Developer API, direct connectors and Zapier across more than 250 tools

    Limitations

    • Plans meter contacts and email volume, so a large list can force an upgrade before any feature does
    • Marketing automation needs the Growth plan, which is more than four times the price of Basic
    • Custom reporting and SSO are reserved for Pro
    • The free plan is limited to 250 contacts and one landing page
    • Each bay is thinner than a dedicated CRM, email or helpdesk product
  • Keap

    AI features

    Price From $249 / month

    Not rated yet

    A CRM and sales and marketing automation platform for small businesses, formerly Infusionsoft.

    Strengths

    • Strong marketing and sales automation aimed at small businesses
    • Bundles email marketing, invoicing and payments, appointment scheduling and SMS in one platform
    • AI Content Assistant and AI Automation Assistant included
    • API with webhooks and a native Zapier integration

    Limitations

    • Single plan starting at an effective $249 / month is high for very small teams
    • Includes only 2 users; additional users and larger contact volumes raise the price
  • Apollo.io

    AI featuresMCP-ready

    Price Free plan; Basic $49 / month, Professional $99 / month

    Not rated yet

    Sales platform built around its own B2B contact database, with sequences, a dialer, a scheduler and a deal pipeline attached.

    Strengths

    • Contact database, sequences, dialer, scheduler and pipeline in one tool
    • Free plan with no time limit
    • Two-way integrations with Salesforce, HubSpot, Outreach, Salesloft and Marketo
    • Official MCP server drives the same workflows from ChatGPT, Claude and Perplexity

    Limitations

    • Standard plans are licensed for internal business use only, so powering an external product or resharing the data needs a separate agreement
    • Credits meter database exports, and unlimited plans are bounded by a fair use policy
    • Connecting a mailbox outside Gmail and Microsoft requires a paid plan
    • The vendor lists API access for advanced integrations on the Custom plans
  • Vtiger

    AI features

    Price From $12 / user / month

    Not rated yet

    An all-in-one CRM that unites sales, marketing and help desk on one platform with a single view of the customer.

    Strengths

    • All-in-one platform covering sales, marketing and help desk in one place
    • One View gives a 360-degree record of each customer
    • Calculus AI adds predictive and generative AI across the tiers
    • Cloud service and a self-hosted open-source edition
    • More than 500 integrations including Google, Microsoft and Zapier

    Limitations

    • The breadth of modules can be more than a small sales-only team needs
    • Generative and predictive AI designers are reserved for the top One AI plan
  • Price $15 / user / month

    Not rated yet

    A deliberately simple CRM for small businesses, sold as one flat plan with every feature included.

    Strengths

    • One simple plan with every feature included and no tiers or contracts
    • Unlimited contacts, companies, custom fields and pipelines
    • Flat $15 per user per month with free upgrades
    • 25 GB of file storage per user

    Limitations

    • Deliberately minimal, favouring simplicity over advanced features
    • Built for very small businesses rather than large sales teams
  • Capsule CRM

    AI features

    Not rated yet

    A straightforward CRM for small businesses, keeping contacts, sales pipelines and the history of every relationship in one place.

    Strengths

    • Simple to start, aimed squarely at small businesses
    • Shared history of every interaction on each contact
    • AI runs through the product, from pipeline generation to summaries and enrichment
    • Free plan for up to two users
    • Developer API and more than 100 integrations including Zapier and Xero

    Limitations

    • Workflow automation and reporting dashboards are reserved for the higher plans
    • Marketing (Transpond) is a separate paid add-on
  • Creatio

    AI features

    Not rated yet

    CRM suite built on a no-code platform, so the same tooling that runs sales, marketing and service also builds around them.

    Strengths

    • Sales, marketing and service on one platform with a shared contact and account database
    • No-code platform underneath, so the data model and workflows can be extended without a development project
    • Runs in Creatio Cloud or on-site
    • OData 4 and OData 3 REST services, plus connectors for seven telephony systems
    • AI lead scoring, sentiment analysis, case routing and agents that draft proposals and marketing content

    Limitations

    • The Growth plan carries hard resource caps: 50,000 business process elements per month, 10,000 daily OData calls per full user licence and 50 roles
    • Single sign-on requires the Enterprise plan or above
    • Unlimited is quoted against the size of the organisation rather than per seat, so plans are not directly comparable
    • Prices are not published on a page that can be read without the interactive calculator
  • Price From $29 / user / month

    Not rated yet

    A CRM with built-in project management, two-way email sync and automation, so a won deal turns straight into a project.

    Strengths

    • CRM with built-in project management: convert a won deal into a project
    • Two-way email sync, customizable pipelines and dashboards
    • REST API and AppConnect integrations

    Limitations

    • No permanent free plan, only a 14-day trial
    • Unlimited dashboards and the top features require Professional or Enterprise
  • Price Free for up to 2 users; paid plans from $49 / month (flat)

    Not rated yet

    An all-in-one work suite that pairs a CRM with tasks, chat, video and documents, priced per plan rather than per user.

    Strengths

    • Flat per-plan pricing, not per user, so adding seats does not add cost within a plan
    • Free plan, and a self-hosted (on-premise) edition with full source code
    • All-in-one: CRM plus tasks, chat, video calls, documents and a contact center
    • Available in 16 languages

    Limitations

    • The free plan is limited to 2 users
    • The wide feature set makes it heavier to learn than a focused CRM

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