CRM software, also known as customer relationship management software, assists businesses in handling the customer side of their operations. CRM software can manage and track customer relationships, trends, marketing efforts, and communication, bringing everything into one centralized platform or system to optimize interactions.
Automation is one of the key benefits of CRM software, but depending on the type of solution you opt for, you may also be able to harness AI, analytics, collaborative tools, and advanced features that streamline your business operations. Software ranges from enterprise-ready Salesforce solutions to HubSpot‘s packages for small and medium-size businesses.
What is the best CRM software right now?
My top recommendation for CRM software is Salesforce Starter CRM. Salesforce Starter CRM will work well for businesses just entering the CRM world, as well as larger, experienced organizations that need advanced automation, AI, and the ability to customize their platform. Payment options are simple for small and large businesses alike, with packages starting at $25 per user per month.
Alternatively, if you’re looking for a sales-focused platform, consider Pipedrive, beginning at only $14 per seat per month.
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ZDNET has monitored the CRM software market for decades, and we keep an eye on business trends, CRM development, and changing customer requirements to provide you with the best CRM solutions to consider today. Read on to explore all our recommendations for the best CRM software of 2025.
The best CRM software of 2025
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Salesforce Starter CRM is our top option for businesses looking to adopt a CRM platform.
Why we like it: It’s an excellent solution for starting out in the CRM world or for experienced users looking to transition to an advanced CRM.
The Salesforce Starter CRM package comes with almost everything you could want to kick-start your journey in CRM. Features available from the outset include account, contact, task, and lead management; Salesforce Meetings; marketing and email templates; campaign assistance; data analytics; e-commerce website design; onboarding; and payment facilitation.
Who it’s for: Businesses of any size, large or small. We like the simple nature of Salesforce plans — one is for small and midsize businesses, whereas the other is best suited for the enterprise, at $25 per user per month and $100 per user per month, respectively.
Who should look elsewhere: Many Salesforce Starter CRM customers are impressed with the services offered, though some note the high price for enterprise users.
Some features, including advanced automation and access to AppExchange (the Salesforce app marketplace), are limited to premium subscribers, and there isn’t a middle ground plan between the Starter and Pro Suites, so this might deter some people. Microsoft Dynamics CRM could be a great alternative.
Salesforce Starter CRM features: Range of management tools | Online payments | Web design help | Data analytics | Automation | AI | Customizable | Starter and Pro plans | Free trial
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More than 200,000 businesses worldwide use Apptivo CRM, a top choice for organizations prioritizing customization.
Why we like it: Apptivo emphasizes customization and third-party integrations, providing organizations with an extensive feature catalog that includes sales cycle management tools; contact and lead management; workflow automation; sales dashboards; report generation; e-signatures; and payment gateways — suiting everyone from remote firms to companies with large teams in the field.
Apptivo’s platform can integrate with various popular enterprise software suites, including QuickBooks, PayPal, Stripe, Google tools, Microsoft Office 365, Sign.co, Slack, and RingCentral, allowing users to create a productivity pipeline on one platform. With over 50 apps available, up to 350 custom fields, and up to 50 custom dashboards, this option has productivity at its heart and is suitable for enterprise use.
Who it’s for: Apptivo CRM plans begin at $20 per seat per month, so this is a great option if you want a sales-focused CRM platform with high levels of customization for your specific business needs. For more-advanced functions, large teams will need the Ultimate plan at $50 per user per month.
Who should look elsewhere: Many Apptivo CRM customers say this CRM provides value for money and is very flexible and customizable, although some users report that the user interface could be streamlined and made more efficient. So, if you’re looking for a solution that simply works out of the box without tweaks, consider Pipedrive.
Apptivo CRM features: Workflow automation | Sales pipeline management | Third-party integrations | Contacts | Invoicing | Data analytics | Reporting | Free trial
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Pipedrive is our top CRM option for businesses focused on sales management and lead generation.
Why we like it: The name may give it away somewhat, as the Pipedrive CRM platform has been developed to streamline and improve sales processes.
To name but a few features available to help organizations reach their sales goals, you can manage sales leads, contacts, pipelines, and email marketing yourself, and you can also automate sales-related tasks such as follow-up emails and call scheduling.
There’s also an AI-based sales assistant worth exploring, as well as report generation and task scheduling. Another interesting feature is a system that rates how “hot” a lead is, based on publicly available data.
Who it’s for: Business users who want to revitalize their existing customer relationship management processes with a fresh approach to sales and retention. Pipedrive customers also say there isn’t a steep learning curve, and they report that the service is backed by solid customer support.
You can take advantage of a 14-day trial. Paid plans start at $14 per seat per month for the Essentials package, but to experience the full benefit of this CRM for sales, we’d recommend the Professional plan at $49 per seat per month.
Who should look elsewhere: Interested parties who aren’t heavily focused on sales. If you want, for instance, more-advanced employee task management, online meeting capabilities, or to explore AI, consider Salesforce.
Pipedrive features: Sales functions, automation | Contract management | Video calling | AI sales assistant | Project planning | Free trial
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HubSpot is an excellent option for small businesses and projects because you can start learning for free and scale up as you require.
Why we like it: HubSpot is a great way to learn how CRM software can benefit your business. You can take advantage of the HubSpot free plan, which requires only an email address sign-up and a short verification process.
While testing out this CRM, I found the walk-through and guides to different parts of the platform very useful. If you’re unsure how to use a CRM platform, HubSpot will point you in the right direction, and its tutorials will help you learn about each section without too much stress.
You can use HubSpot for a variety of tasks, such as organizing and managing marketing; customer contact records; website development; and customer support, among many other use cases.
Paid plans begin at $15 per seat per month for starter plans, which I consider affordable and a good value for the money. However, subscriptions to advanced plans quickly escalate in price.
Who it’s for: This is a fair solution (with a free tier) if you’re just entering the CRM world, with many smaller outfits reporting that they’re happy with the system. However, some also note that the costs can quickly escalate if you want advanced features.
Who should look elsewhere: Though you’ll find that the basic, free CRM can be used for tasks such as contact management and email marketing, some things are limited to paid plans, including features like automation, sales lead generation, and helpdesk functions, as well as some reporting options. So, if you later feel like you need these options, you’ll either need to upgrade or look elsewhere.
HubSpot features: Different workspaces | Website help | Dashboards | Contact sync | Tutorials | App marketplace | Free plan, 14-day trial
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Fans of the Microsoft ecosystem may prefer to adopt a CRM solution directly from the Microsoft marketplace.
Why we like it: It isn’t a typical CRM in the sense of its structure, unlike other options on this list, but it’s worth mentioning that the Microsoft Dynamics 365 applications portfolio includes a range of CRM and sales-related apps that merit consideration.
For example, you could sign up for Microsoft’s Dynamics 365 Sales and Dynamics 365 Customer Insights to drive forward leads, implement sales automation, unify customer data, and manage customer journeys. You could also use the Dynamics 365 Customer Service platform for customer case management and to launch an AI-backed customer support center.
Who it’s for: If flexibility and the option to pick and choose various services from a range of CRM and software experts appeal to you — whether as standalone products or those deliberately selected to fit existing infrastructure — the Microsoft Dynamics CRM marketplace is worth exploring.
Customers like the flexibility of the Microsoft Dynamics platform with its range of add-ons and services. Pricing varies depending on the software licenses you want to adopt, and you can take advantage of the trials on offer before commitment.
Who should look elsewhere: This might not be suitable if you need a full, off-the-shelf CRM solution. Instead, consider one of our other top recommendations.
Microsoft Dynamics CRM features: Range of sales and CRM solutions | Flexible | Modular | Scalable | Various plans available | Free trials
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To help decide which CRM solution is right for you, consider the following options:
|
CRM provider |
Cost |
Customizable? |
Third-party integration? |
AI? |
|
Salesforce |
$25 and up per seat per month |
Yes |
Yes |
Yes |
|
Apptivo CRM |
$20 and up per seat per month |
Yes |
Yes |
No |
|
Pipedrive |
$14 and up per seat per month |
Yes |
Yes |
Yes, limited by plan |
|
HubSpot |
Free; $15 and up per seat per month |
Yes, limited |
Yes |
Yes, limited by plan |
|
Microsoft Dynamics 365 |
Licensing varies |
N/A |
Yes |
Yes, modules |
|
Choose this CRM provider… |
If you want or need… |
|
Salesforce |
The best CRM software overall. Salesforce boasts the features required by small businesses as well as the enterprise. It also utilizes AI, and it’s highly customizable. |
|
Apptivo CRM |
A customizable CRM. Apptivo is best suited for small and medium-sized businesses looking for a feature-rich CRM with a solid third-party extension library. |
|
Pipedrive |
A sales-focused CRM. Pipedrive can help jump-start sales, and it’s also a great option for managing multiple pipelines. |
|
HubSpot |
A CRM software package suitable for small businesses. HubSpot offers a free, basic plan and more for sales-lead generation. |
|
Microsoft Dynamics 365 |
CRM-related modules in the Microsoft environment. It’s not a traditional, central CRM, but this flexibility might work for some users. |
When I selected our top recommendations for the best CRM software providers of 2025, I considered the following factors:
- Scalability: Today’s CRM platforms must be able to scale up to meet the changing demands and needs of their clients. Each of the top recommendations listed offers scalable plans and subscriptions.
- Customization: Many organizations today want to be able to customize their CRM platforms, depending on their industry and use cases. It’s important that our top recommendations offer a range of customization features.
- Features: Businesses expect a wide portfolio of features in their CRM suites. These may include automation; deal and sales management; support channel setups; AI; predictive analytics; and team collaboration tools.
- Automation: CRM software providers must offer automation tools to appeal to small and medium-sized businesses and the enterprise. Automation offerings I like to see include workflow management and support functions.
- Support: It’s important that CRM providers have a range of channels that business customers can use for support, no matter their size. I’ve included solutions that provide customer support over email, chat, live help, and the phone.
- Customer experiences: I’ve extensively researched the feedback and experiences of new and long-term customers of each of the CRM software providers I’ve recommended, and I keep an eye on any changes.
- Cost: CRM software can be a valuable tool for growth, analytics, and managing customer and client relationships, but it must also offer a good return on investment. With this in mind, I’ve included a range of solutions suitable for different budgets.
Latest information on CRM software
- Some experts consider Generative AI to be the catalyst for radical change in the CRM industry.
- Pipedrive has appointed Paulo Cunha as its new CEO.
- Zoho has added AI capabilities to its Zoho Creator business app creation suite.
- Salesforce is using AI “trainers” in internal recruitment schemes.
How to integrate CRM software into your business efficiently
Every business has unique CRM requirements, and the solution you select will depend on the needs of your organization. Below are some basic recommendations for integrating your new CRM software effectively:
- Plan and assess: Research and assess the needs of your business and whether the CRM solution you’re considering will provide a return on your investment. Consider the type of CRM you need, your primary reason for using a CRM, how many seats you’ll need, and whether you need collaborative functions to integrate the CRM with different departments, such as marketing or customer service.
- Existing systems: Consider whether there are existing, legacy systems that the CRM will replace. If there are apps you want the CRM to integrate with, you may also need to check compatibility requirements and support. It may also be important to create new policies, especially around data and security.
- Integrations and downtime: There are various tactics you can use for integrating a new CRM with existing systems, apps, and data silos. Though quick-and-dirty code changes and bridges are an option, as well as standalone CRM integration software, we recommend that you also explore the use of robust APIs that won’t cause interoperability issues down the line.
- Testing: Testing adds yet another step to integration processes, but it’s imperative that comprehensive testing take place during the CRM integration timeline.
- Training: Set aside time and contact the CRM vendor’s support team if necessary to ensure your staff is trained in how the new CRM operates. If your employees aren’t aware of the collaborative benefits of a CRM, this may affect productivity.
- Ongoing assessments: Once your CRM is integrated into your ecosystem, ongoing assessments of its value, security, and use should take place to ensure there’s a demonstrable return on investment.
There are a handful of free CRM solutions available, such as those offered by Zoho, HubSpot, and Monday.com. These are typically suited for smaller businesses and projects, but you should expect some limits if you aren’t a paid subscriber.
Investing in a CRM is a significant decision because how the platform operates — and how you decide to use it — will influence your business’ growth, future development, and potentially your relationship with your customers. As a result, if you’re just starting out, it might be worth trying a free CRM solution or a free trial before you commit, especially if monthly plans aren’t available.
However, there are caveats. Some of the disadvantages of free CRMs include functional limits (especially regarding business operations, AI, and analytics); limited data collection and analysis; basic support; and a restricted number of seats.
Yes, Salesforce offers a CRM — and it’s one of the most popular CRM platforms out there. Salesforce provides a cloud-based SaaS, or software as a service, CRM platform with an extensive range of business and customer relationship management functions.
CRM suites are usually provided as SaaS, or software as a service. Though you don’t necessarily need to pay for a CRM, depending on the scale and needs of your business an SaaS-based option (which is usually a subscription model) could be the right fit for you. This is especially important for enterprise companies that need to manage an extensive customer base and large sales network.
In general, the answer is yes. CRM software can help kick-start business growth by centralizing and organizing sales leads, marketing, analytics, and customer communications. However, if you’re just starting out and you’re new to CRM software, you might want to opt for a free or budget-friendly option to begin with, and then scale up over time.
Other CRM software providers worth considering
- In ZDNET’s latest update, in May 2025, we made substantial changes to the article’s content and organization.
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