The 20 Best CRM Software for Sales Teams in 2026: Complete Comparison Guide
Choosing the right CRM can make or break your sales team's success. With hundreds of options on the market, finding the perfect fit for your business feels overwhelming.
We've analyzed the top 20 CRM platforms based on actual sales performance data, user reviews, pricing transparency, and real-world results. This isn't a surface-level overview—we've dug into the features that actually help sales teams close more deals.
Whether you're a solopreneur looking for simplicity, a growing startup needing scalability, or an enterprise requiring customization, you'll find your ideal CRM in this guide.
💡 Key Insight: The CRM Gap
Most CRMs tell you who to contact, but not how to sell to them. The highest-performing sales teams pair their CRM with AI-powered sales intelligence like Appendment to get real-time coaching and prospect insights that dramatically improve close rates.
Quick Comparison: Top 20 CRMs at a Glance
| CRM | Best For | Starting Price | Free Plan | Our Rating |
|---|---|---|---|---|
| 1. Salesforce | Enterprise teams | $25/user/mo | ❌ No | 9.2/10 |
| 2. HubSpot CRM | Growing teams | $15/user/mo | ✅ Yes | 9.0/10 |
| 3. Pipedrive | Sales-focused SMBs | $14/user/mo | ❌ No | 8.8/10 |
| 4. Zoho CRM | Budget-conscious teams | $14/user/mo | ✅ Yes (3 users) | 8.7/10 |
| 5. Freshsales | Built-in calling teams | $9/user/mo | ✅ Yes | 8.6/10 |
| 6. Monday CRM | Visual workflow teams | $12/seat/mo | ✅ Yes (2 seats) | 8.5/10 |
| 7. Close CRM | Inside sales teams | $29/user/mo | ❌ No | 8.5/10 |
| 8. Microsoft Dynamics | Microsoft ecosystems | $65/user/mo | ❌ No | 8.4/10 |
| 9. Copper CRM | Google Workspace users | $12/user/mo | ❌ No | 8.3/10 |
| 10. Nutshell | SMB sales teams | $19/user/mo | ❌ No | 8.2/10 |
| 11. Insightly | Project + sales hybrid | $29/user/mo | ✅ Yes | 8.1/10 |
| 12. Nimble | Social selling | $25/user/mo | ❌ No | 8.0/10 |
| 13. Capsule CRM | Simplicity seekers | $18/user/mo | ✅ Yes (2 users) | 7.9/10 |
| 14. GoHighLevel | Agencies | $97/mo | ❌ No | 7.9/10 |
| 15. Less Annoying CRM | Simplicity at all costs | $15/user/mo | ❌ No | 7.8/10 |
| 16. Keap | Marketing automation | $299/mo | ❌ No | 7.7/10 |
| 17. Cloze | Relationship tracking | $17/mo | ✅ Yes | 7.6/10 |
| 18. Salesflare | Automation lovers | $29/user/mo | ❌ No | 7.5/10 |
| 19. Streak | Gmail-native users | $15/user/mo | ✅ Yes | 7.4/10 |
| 20. Agile CRM | All-in-one on budget | $8.99/user/mo | ✅ Yes (10 users) | 7.3/10 |
CRM Pricing Comparison Chart
Understanding CRM pricing is critical because costs can balloon quickly as your team grows. Here's a visual breakdown of entry-level vs. enterprise pricing:
💰 Monthly Cost Per User (Entry-Level Plans)
Feature Comparison Matrix
Not all CRMs are created equal. Here's how the top platforms compare across critical sales features:
| Feature | Salesforce | HubSpot | Pipedrive | Zoho | Freshsales | Close |
|---|---|---|---|---|---|---|
| Pipeline Management | ★★★★★ | ★★★★★ | ★★★★★ | ★★★★☆ | ★★★★☆ | ★★★★☆ |
| Email Automation | ★★★★★ | ★★★★★ | ★★★★☆ | ★★★★☆ | ★★★★☆ | ★★★★★ |
| Built-in Calling | ★★★☆☆ | ★★★☆☆ | ★★★☆☆ | ★★★☆☆ | ★★★★★ | ★★★★★ |
| AI Features | ★★★★★ | ★★★★☆ | ★★★☆☆ | ★★★★☆ | ★★★★☆ | ★★★☆☆ |
| Reporting | ★★★★★ | ★★★★★ | ★★★★☆ | ★★★★☆ | ★★★★☆ | ★★★★☆ |
| Customization | ★★★★★ | ★★★★☆ | ★★★☆☆ | ★★★★★ | ★★★☆☆ | ★★★☆☆ |
| Ease of Use | ★★★☆☆ | ★★★★★ | ★★★★★ | ★★★★☆ | ★★★★★ | ★★★★☆ |
| Integrations | ★★★★★ | ★★★★★ | ★★★★☆ | ★★★★★ | ★★★★☆ | ★★★★☆ |
| Mobile App | ★★★★★ | ★★★★☆ | ★★★★★ | ★★★★☆ | ★★★★☆ | ★★★★☆ |
Detailed Reviews: Top 20 CRMs
1. Salesforce Sales Cloud
Best for: Enterprise teams with complex sales processes
Salesforce remains the gold standard for enterprise CRM. With the largest ecosystem of apps (4,000+ on AppExchange), deepest customization options, and most powerful reporting, it can do almost anything—if you have the budget and admin resources.
✅ Pros
- • Unmatched customization
- • Einstein AI for insights
- • Massive integration ecosystem
- • Industry-leading reporting
❌ Cons
- • Steep learning curve
- • Expensive at scale ($165+ enterprise)
- • Requires admin expertise
- • Feature bloat for small teams
Pricing: $25/user/mo (Starter) → $500/user/mo (Einstein 1). Expect significant add-on costs. Read our full Salesforce review. Also see our Salesforce productivity tools guide.
2. HubSpot CRM
Best for: Growing teams wanting marketing + sales alignment
HubSpot's free CRM is genuinely useful, making it the best entry point for startups. The platform shines at combining marketing, sales, and service into one ecosystem. The 2025 release added 100+ new features including AI Agents and enhanced forecasting.
✅ Pros
- • Exceptional free tier
- • Intuitive interface
- • Strong inbound marketing
- • Excellent onboarding
❌ Cons
- • Dramatic price jump ($15 → $90)
- • Per-contact pricing adds up
- • Less customizable than Salesforce
- • Some features locked behind tiers
Pricing: Free → $15/user/mo (Starter) → $90/user/mo (Professional) → $150/user/mo (Enterprise). Read our full HubSpot CRM review.
3. Pipedrive
Best for: Sales-focused SMBs who need visual pipelines
Pipedrive is built with a singular focus: helping sales reps sell more. Its kanban-style pipeline, dead-simple interface, and "activity-based selling" methodology make it incredibly easy to adopt. It's the CRM sales reps actually enjoy using.
✅ Pros
- • Highest adoption rates
- • Beautiful visual pipeline
- • Strong mobile app
- • Sales-centric design
❌ Cons
- • No free plan
- • Limited marketing features
- • Many features are add-ons
- • Phone support only at $64+ tier
Pricing: $14/user/mo (Essential) → $34/user/mo (Advanced) → $64/user/mo (Power) → $99/user/mo (Enterprise). Read our full Pipedrive review. Also see our Pipedrive integrations guide.
4. Zoho CRM
Best for: Budget-conscious teams wanting enterprise features
Zoho delivers remarkable value—enterprise-level customization at SMB-friendly prices. The Zia AI assistant provides intelligent insights, while the broader Zoho ecosystem (45+ apps) creates a compelling alternative to Salesforce at a fraction of the cost.
✅ Pros
- • Exceptional value for money
- • Free plan for 3 users
- • Deep customization
- • Full Zoho ecosystem
❌ Cons
- • Steeper learning curve
- • Interface less polished
- • Support quality varies
- • Some features overwhelming
Pricing: Free (3 users) → $14/user/mo (Standard) → $23/user/mo (Professional) → $40/user/mo (Enterprise) → $52/user/mo (Ultimate). Read our full Zoho CRM review. Also see our Zoho CRM extensions guide.
5. Freshsales (Freshworks CRM)
Best for: Teams wanting built-in calling and AI
Freshsales stands out with native telephony—built-in calling, voicemail drops, and call recording without third-party integrations. The Freddy AI provides lead scoring and deal insights. It's modern, lightweight, and perfect for distributed sales teams.
✅ Pros
- • Built-in phone system
- • Freddy AI assistant
- • Very affordable ($9)
- • Clean, modern UI
❌ Cons
- • Fewer integrations
- • Limited customization
- • Less mature platform
- • Reporting not as deep
Pricing: Free (3 users) → $9/user/mo (Growth) → $39/user/mo (Pro) → $59/user/mo (Enterprise). Read our full Freshsales review.
6. Monday CRM
Best for: Visual thinkers who love workflow customization
Born from the popular Monday.com work management platform, Monday CRM brings the same visual, flexible approach to sales. Unlimited customizable pipelines, powerful automations, and beautiful dashboards make it feel more like a custom-built tool.
✅ Pros
- • Highly visual interface
- • Unlimited customization
- • Affordable pricing
- • Work management included
❌ Cons
- • Per-seat pricing
- • Not built sales-first
- • Limited native sales tools
- • Can feel overwhelming
Pricing: Free (2 seats) → $12/seat/mo (Basic) → $17/seat/mo (Standard) → $28/seat/mo (Pro). Read our full Monday CRM review.
7. Close CRM
Best for: Inside sales and high-velocity teams
Close is purpose-built for inside sales. Built-in calling, SMS, email, and automation in a single interface. No switching between apps—everything needed to work a lead is right there. The platform excels at high-volume outbound motions.
✅ Pros
- • All communication built-in
- • Power dialer included
- • Excellent for SDR teams
- • Fast implementation
❌ Cons
- • Higher starting price
- • Limited marketing features
- • Less suited for field sales
- • Fewer integrations
Pricing: $29/user/mo (Base) → $59/user/mo (Startup) → $109/user/mo (Professional) → $149/user/mo (Enterprise). Read our full Close CRM review.
8. Microsoft Dynamics 365 Sales
Best for: Organizations deep in the Microsoft ecosystem
If you live in Microsoft 365, Dynamics is the natural CRM choice. Deep integration with Outlook, Teams, Excel, and Power BI creates seamless workflows. The Copilot AI brings next-generation assistance to sales processes. See our Microsoft Teams sales apps guide.
✅ Pros
- • Native Microsoft integration
- • Copilot AI assistant
- • LinkedIn Sales Navigator tie-in
- • Enterprise-grade security
❌ Cons
- • Complex implementation
- • Expensive
- • Steep learning curve
- • Less intuitive than rivals
Pricing: $65/user/mo (Professional) → $95/user/mo (Enterprise) → $135/user/mo (Premium). Read our full Dynamics 365 review.
9. Copper CRM
Best for: Google Workspace-centric teams
Copper lives inside Google Workspace. It appears in Gmail sidebars, syncs with Google Calendar, and stores files in Drive. For teams already running on Google, Copper eliminates the friction of switching between apps.
✅ Pros
- • Seamless Google integration
- • Auto-captures email data
- • Clean, intuitive UI
- • Affordable entry ($12)
❌ Cons
- • Only works with Google
- • Contact limits on lower tiers
- • Less customizable
- • Limited automation
Pricing: $12/user/mo (Starter, 1K contacts) → $29/user/mo (Basic) → $69/user/mo (Professional) → $134/user/mo (Business). Read our full Copper CRM review.
10. Nutshell
Best for: SMBs wanting simplicity with power
Nutshell strikes a balance between simplicity and capability. It's powerful enough for serious sales operations but simple enough that reps actually use it. The interface is clean, support is responsive, and pricing is transparent.
✅ Pros
- • Excellent support
- • Easy implementation
- • Fair pricing
- • No hidden fees
❌ Cons
- • No free tier
- • Limited advanced features
- • Smaller integration library
- • Less suited for enterprise
Pricing: $19/user/mo (Foundation) → $32/user/mo (Growth) → $49/user/mo (Pro) → $67/user/mo (Business). Read our full Nutshell CRM review.
11. Insightly
Best for: Teams needing CRM + project management
Insightly bridges the gap between sales and delivery with built-in project management. When deals close, they can automatically become projects—keeping everything in one system. It's particularly useful for professional services firms.
Pricing: Free tier → $29/user/mo (Plus) → $49/user/mo (Professional) → $99/user/mo (Enterprise). Read our full Insightly CRM review.
12. Nimble
Best for: Social sellers and relationship builders
Nimble excels at unifying contacts across social networks, email, and other sources into a single relationship dashboard. It automatically enriches contacts with social data and identifies engagement opportunities. One simple pricing plan keeps things transparent.
Pricing: $25/user/mo (single plan). Read our full Nimble CRM review.
13. Capsule CRM
Best for: Simplicity seekers who hate complexity
Capsule CRM focuses on doing the basics exceptionally well. Contact management, task tracking, and simple pipelines—without the overwhelming feature bloat. It's particularly beloved by freelancers, consultants, and service businesses.
Pricing: Free (2 users, 250 contacts) → $18/user/mo (Starter) → $36/user/mo (Growth) → $54/user/mo (Advanced). Read our full Capsule CRM review.
14. GoHighLevel
Best for: Agencies wanting an all-in-one platform
GoHighLevel is the agency swiss army knife. CRM, funnels, email/SMS marketing, appointment scheduling, and pipeline management in one platform. Agencies can white-label it for clients. Read our GoHighLevel integrations guide.
Pricing: $97/mo (Agency Starter) → $297/mo (Agency Unlimited) → $497/mo (Agency Pro). Read our full GoHighLevel review. Also see our GoHighLevel integrations guide.
15. Less Annoying CRM
Best for: Teams who want absolute simplicity
Less Annoying CRM lives up to its name. One price, no tiers, no hidden fees, no feature gating. It does contact management and basic pipeline tracking without any complexity. Perfect for teams who've been burned by CRM overload.
Pricing: $15/user/mo (single plan, flat pricing). Read our full Less Annoying CRM review.
16. Keap (formerly Infusionsoft)
Best for: Small businesses focused on automation
Keap combines CRM with powerful marketing automation. Email campaigns, appointment scheduling, payment processing, and sophisticated automation sequences. It's feature-rich but comes with a learning curve and higher price point.
Pricing: $299/mo (Ignite, 1,500 contacts) → Custom pricing for higher tiers. Read our full Keap CRM review.
17. Cloze
Best for: Relationship-focused professionals
Cloze is an AI-powered relationship CRM that automatically tracks your interactions across email, calls, and meetings. It reminds you who needs attention and surfaces insights about your relationships. See our Cloze CRM guide.
Pricing: Free tier → $17/mo (Cloze Pro)
18. Salesflare
Best for: B2B teams wanting minimal data entry
Salesflare automatically fills itself in by pulling data from emails, calendars, and other sources. It's designed for B2B companies that want intelligent automation without manual logging. The focus is on eliminating busywork.
Pricing: $29/user/mo (Growth) → $49/user/mo (Pro) → $99/user/mo (Enterprise). Read our full Salesflare CRM review.
19. Streak
Best for: Gmail power users
Streak lives entirely inside Gmail. Pipelines, contact management, mail merge, and tracking—all without leaving your inbox. It's ideal for individuals or small teams who process most deals through email.
Pricing: Free (basic) → $15/user/mo (Solo) → $49/user/mo (Pro) → $129/user/mo (Enterprise). Read our full Streak CRM review.
20. Agile CRM
Best for: All-in-one on a tight budget
Agile CRM packs sales, marketing, and service features into an affordable package. The free tier supports up to 10 users—unusually generous. It's a budget-friendly option for teams wanting comprehensive features without enterprise prices.
Pricing: Free (10 users) → $8.99/user/mo (Starter) → $29.99/user/mo (Regular) → $47.99/user/mo (Enterprise). Read our full Agile CRM review.
Best CRM by Use Case
🎯 Quick Recommendations
Enterprise (500+ employees)
→ Salesforce or Microsoft Dynamics
Growing Startup
→ HubSpot (start free)
Sales-First SMB
→ Pipedrive or Close
Budget-Conscious
→ Zoho or Freshsales
Google-Centric Team
→ Copper or Streak
Microsoft-Centric Team
→ Dynamics 365
Agency
→ GoHighLevel
Simplicity Seekers
→ Less Annoying CRM or Capsule
The CRM Gap: Why Top Performers Add Sales Intelligence
Here's a truth most CRM vendors won't tell you: your CRM tracks data, but it doesn't help you sell.
Every CRM on this list excels at organizing contacts, managing pipelines, and tracking activities. But none of them tell you:
- How to communicate with each prospect based on their personality
- What to say when objections come up during calls
- When a deal is actually at risk (before it's too late)
- Why your top reps close more than others
This is why the highest-performing sales teams pair their CRM with sales intelligence and AI coaching tools.
How Appendment Enhances Any CRM
Appendment integrates with all major CRMs to fill this critical gap:
- 50+ prospect data points – Psychographics, communication preferences, buying triggers beyond basic firmographics
- Real-time AI coaching – Live guidance during calls, not just post-call analysis. Get objection responses and personalized talk tracks in the moment
- Automatic CRM updates – Call notes, action items, and deal insights sync automatically
- Personality-based selling – Understand how each prospect prefers to communicate and decide
Teams using Appendment alongside their CRM report 40-50% higher close rates. The CRM organizes your data; Appendment helps you win the deals.
Learn more about how Appendment enhances video sales in our real-time AI coaching guide.
How to Choose Your CRM: Decision Framework
Use this framework to narrow down your options:
Step 1: Define Your Must-Haves
- What's your budget per user?
- Do you need marketing automation or just sales?
- Is built-in calling essential?
- What integrations are non-negotiable?
Step 2: Consider Your Ecosystem
- Google Workspace → Copper, Streak
- Microsoft 365 → Dynamics 365
- HubSpot Marketing → HubSpot CRM
- No strong preference → Salesforce, Pipedrive, Zoho
Step 3: Trial Before Buying
Most CRMs offer free trials. Test with real data and real users. Pay attention to:
- How quickly can reps get productive?
- What does day-to-day usage feel like?
- Are the features you need actually easy to access?
Step 4: Calculate Total Cost
Base subscription is just the beginning. Factor in:
- Implementation/onboarding costs
- Add-on features you'll need
- Integration tools (Zapier, etc.)
- Training time for the team
- Ongoing admin requirements
The Bottom Line
There's no single "best" CRM—only the best CRM for your specific situation. But here's what the data tells us:
- For enterprise: Salesforce remains the leader, but Dynamics 365 is a strong Microsoft alternative
- For growing teams: HubSpot's free-to-paid path is hard to beat
- For sales-focused SMBs: Pipedrive, Close, and Freshsales deliver the best sales-specific experience
- For budget-conscious teams: Zoho and Freshsales offer exceptional value
- For simplicity: Less Annoying CRM, Capsule, and Nimble keep things clean
Regardless of which CRM you choose, remember: the CRM is just the foundation. The teams closing the most deals are adding sales intelligence tools like Appendment to turn their CRM data into actual closed revenue.
Ready to maximize your CRM investment?
Appendment integrates with all major CRMs to deliver 50+ prospect data points plus real-time AI coaching during calls. See how teams are closing 40-50% more deals. Book a demo
