Salesforce vs. Microsoft Dynamics 365 Overview

Microsoft Dynamics vs. Salesforce: Comparison 2024 Salesforce vs. Microsoft Dynamics 365 Overview

Salesforce’s Sales Hub and Microsoft Dynamics 365 Sales are similar products that offer most of the CRM features you expect to find in standalone CRM software. We compare these two as the primary CRM offerings from both providers, though other products exist for marketing, customer service and other work management functions.

Salesforce is a highly customizable CRM that teams can configure for almost any business need, while Microsoft Dynamics 365 serves as a centralized place for customer data for teams that already use it.

Salesforce vs. Microsoft Dynamics 365 Comparison

Power BI by Microsoft: Pros, Cons, & Use Cases
Power BI by Microsoft: Pros, Cons, & Use Cases

In our survey, CRM users cited workflow automation, contact activity tracking and task management as the most important CRM features. We used these insights to guide us as we tested Salesforce and Microsoft Dynamics 365. There are some notable differences between the platforms’ contact and sales pipeline management approaches, but they offer similar sales assistants powered by artificial intelligence (AI). Microsoft Dynamics is also commonly known as an enterprise resource planning (ERP) tool.

Source: MarketWatch Guides

Features Overview

Salesforce and Microsoft Dynamics 365 offer very similar feature lists for CRM. However, Salesforce offers more native features for marketing automation. Microsoft Dynamics does not include any email-related features in the Sales product, which puts it at a disadvantage compared to many other CRM platforms. Our Salesforce Review and Microsoft Dynamics 365 Review offer more in-depth analyses of these platforms’ top features.

Salesforce Sales CloudMicrosoft Dynamics 365 SalesMonthly Price Range$20-$500/user$65-$135/userContact Management✅✅Workflow Automation✅✅Lead Management✅✅Lead Scoring✅✅Pipeline Management✅✅Sales Forecasting✅✅Email Marketing Automation✅❌Analytics✅✅AI-Powered Tools✅(Einstein)✅(Copilot AI)Phone Support✅✅Live Chat✅✅ Contact Management

Combine Power BI and Dynamics Microsoft Power BI

Microsoft Dynamics 356’s contact profiles are well-organized and easy to navigate, following a similar structure to many popular CRM systems. When we tested the platform, the profiles stood out as one of the more user-friendly features. We could add notes and easily edit contact information without searching through settings.

Aside from the contact profiles, Microsoft Dynamics’s approach to the overall contact list is unique. The different Excel-powered charts allowed us to get quick insights into the customer data on the platform. For instance, we could create a drill-down chart of contacts by their city in just a few clicks. While testing the platform, we imagined plenty of use cases for these quick insights and charts.

By comparison, Salesforce keeps its analytics separate from the customer profiles, which is the typical setup for customer data within most CRM platforms. The Salesforce customer profiles display contact information alongside upcoming tasks logged in the platform, related opportunities, deals and any quotes a customer has received. These capabilities make it simple for sales teams to refer to any information they need about a customer.

View of a sample customer profile in Salesforce.

Sales Pipeline Management

Microsoft Power BI: Architecture And Features Of This Powerful

Microsoft Dynamics’s approach to the sales pipeline is unique compared to other CRM systems we’ve tested. By default, the platform organizes deals in various charts highlighting the sales funnel stages. Most platforms include a list of open deals or, most often, a Kanban-style view of the different deal stages, with movable deal cards sorted into various boards indicating their status.

This could be a major plus for teams that don’t love a Kanban board. However, for teams looking for streamlined and straightforward opportunity management, it could overcomplicate how team members view the sales process in the platform.

Salesforce’s default configuration for the sales pipeline is a more traditional deal tracking board with the option for a list view. We liked that dragging and dropping the deal cards with automatic deal value calculations at the top of each stage in the pipeline was easy.

Sample view of the Salesforce sales pipeline.

AI-Powered Features

Microsoft Power BI: Architecture And Features Of This Powerful

Both Microsoft and Salesforce include AI assistants in their CRM products. Microsoft’s Copilot AI and Salesforce’s Einstein AI are helpful chatbots that users can interact with, similar to ChatGPT. These AI-powered tools also power forecasting, predictive scoring and other advanced features.

Microsoft just rolled out Copilot AI last year, and it is helpful for tasks like generating a summary of an open deal; however, it struggled to understand natural language requests. AI tools across the CRM space are very new, and we expect they will learn and improve over time to help streamline CRM strategies.

Pricing

Microsoft Dynamics 365 and Salesforce offer similar CRM pricing structures, so comparing their pricing is straightforward. Microsoft’s primary sales product has a lower starting price than Salesforce’s Sales Cloud, and Salesforce has a much more comprehensive price range, with the top Einstein 1 Sales plan costing $500 per user per month.

Combine Power BI and Dynamics Microsoft Power BI

However, both platforms offer “starter kits”  at lower prices with various features across the board. In Salesforce’s case, these are the Starter Suite and Pro Suite, which include top features from the Sales, Marketing and Service Clouds. The Microsoft Dynamics Business Central product is similar, with key features from Dynamics 365 Sales and Service, emphasizing core business functions and finance rather than marketing.

Salesforce Pricing

Our Salesforce Pricing Guide offers a more in-depth look into Salesforce’s pricing structure.

ProductPlanPriceSalesforce Sales CloudProfessional $80/user/month Enterprise $165/user/monthUnlimited$330/user/month Einstein 1 Sales$500/user/month Small Business (Combines Sales, Marketing and Service features) Starter Suite$25/user/monthPro Suite$100/user/month Microsoft Dynamics Pricing ProductPlanPriceMicrosoft Dynamics 365 SalesProfessional $65/user/month Enterprise $95/user/monthPremium$135/user/month Microsoft Dynamics 365 Business CentralEssentials$70/monthPremium$100/month Integrations

Salesforce is difficult to beat when it comes to native integrations, and it’s easy to search for any specific third-party apps you need to connect with the Appexchange marketplace.

The Microsoft Dynamics 365 CRM is excellent as part of a Microsoft ecosystem, but connecting it with outside tools is more complicated.Competitor software like Google tools won’t be available, and we were also surprised to see that Zapier integration was not an option for Dynamics 365 in the Microsoft AppSource marketplace. However, both platforms offer an API for developers.

PlatformSalesforce Sales Cloud Microsoft Dynamics 365 SalesGmail✅❌Google Calendar✅❌Mailchimp✅✅Facebook Ads✅✅Zoom✅✅Slack✅✅Sprout Social✅✅Shopify✅✅Stripe✅✅PandaDoc✅✅DocuSign✅✅Five9✅✅Trello✅❌Asana✅❌Zapier✅❌ Customer Support

Salesforce and Microsoft Dynamics 365 include customer support via live chat and phone. Unlike Microsoft, Salesforce’s advanced support options typically require an upgraded support package. For instance, all Salesforce licenses include the Basic Support package, which consists of the phone and chat options you’d expect. However, for personalized onboarding support or a dedicated Customer Success Manager, teams must choose either the Premier or Enterprise support packages with custom pricing.

Because of this, it can be difficult to estimate your costs if you have specific customer support needs, especially with CRM implementation. Many businesses opt to have outside experts handle implementation and development, another factor to consider in addition to advanced customer support costs.

Who Is Microsoft Dynamics 365 Best For?

Microsoft Dynamics 365 makes sense for teams that want to use CRM data in the Microsoft products they already use daily. The Dynamics 365 platform integrates seamlessly with other Microsoft software such as Power BI (Business Insights), Outlook and Microsoft Teams. Businesses not already using Microsoft software may find it tricky to connect Microsoft Dynamics 365 to outside apps, which could create challenges with implementation and adoption.

Who Is Salesforce Best For?

Salesforce is best for teams that want complete control over their CRM and are willing to put in the effort for a more intensive implementation process. Salesforce can take time and effort to set up, and it comes with a learning curve, but for teams that can adopt it, it can be a powerhouse CRM tool.

How To Choose a CRM

When we surveyed CRM users, respondents said customization, unique features and customer service were among the most important things they considered when evaluating a potential CRM. We suggest creating a list of the non-negotiable features you know your team needs, which will help you narrow down your list of options. This also enables you to avoid expensive add-ons or higher-tier plans you may not need, keeping things simple and streamlined.

Source: MarketWatch Guides

We also recommend checking if the software has the native integration capabilities you’re looking for or if you’ll need some development support to make the software work with your daily workflow. It’s easy to check for integration capabilities on software providers’ app marketplaces. In this case, you’ll want to check Salesforce AppExchange and Microsoft AppSource.

Beyond this, it’s always a good idea to use free trials to test a product’s ease of use. If you don’t feel your team can handle the learning curve, it’s possible you won’t see as much adoption of the tool.

The Bottom Line

Salesforce and Microsoft Dynamics 365 are powerful CRM software options that can support CRM strategy for businesses of any size. Small businesses and startups should consider solutions like Dynamics 365 Business Central or Salesforce Stater Suite for pared-down feature lists and affordable pricing. Teams looking for a full-service CRM solution should compare Dynamics 365 Sales and the Salesforce Sales Cloud.

After testing these two products, we found that Salesforce stood apart for its integrations and extensive feature set availability. It would work well with other software you may already be using, and its customization options are endless. Microsoft Dynamics 365 makes the most sense if your team already uses other Microsoft software, such as Excel and Teams. It may be a challenge to connect it to outside software, and it’s missing basic marketing automation features for email and other channels.

Frequently Asked Questions Is Microsoft Dynamics or Salesforce better?

Salesforce is better for teams that want full control over their CRM system with many customization options. Microsoft Dynamics is better for current Microsoft users who want to power their work software ecosystem with a central place for organized CRM data.

As for marketing features, Dynamics 365 CRM is missing most marketing functionality. The Salesforce Sales Cloud includes the basics for email and social media marketing automation, and the Marketing Cloud can support even more advanced marketing tasks.

What is the main difference between Salesforce and Microsoft Dynamics?

The main difference between Salesforce and Microsoft Dynamics 365 is that Salesforce offers more customization, while Microsoft Dynamics leverages other Microsoft software like Excel and Office 365. Salesforce also provides more seamless integration capabilities with third-party apps.

Who is Salesforce’s biggest competitor?

Salesforce’s biggest competitors are HubSpot and Microsoft Dynamics 365, which are big-name comprehensive CRM solutions offering broad feature sets with relatively high pricing.

Who is Microsoft’s biggest competitor?

Microsoft’s biggest CRM competitors are Salesforce and HubSpot, which offer more customization options, user-friendly platforms and nativee marketing features.

Methodology

Customer relationship management (CRM) tools help businesses bring in new customers and nurture current ones. With different businesses come different business goals and CRM needs. So, the MarketWatch Guides team spent over 100 hours evaluating 13 providers to determine who each CRM is best for. We looked at big names, such as Salesforce and monday.com, as well as small providers, including Liondesk and Less Annoying CRM.

We conducted a survey in 2024 of 200 professionals who were currently using CRM or had used CRM within the past year. We analyzed the results of this survey to determine the following rating criteria:

User Experience (15%) Features (30%) Pricing (30%) Customer Support (15%) Reputation and Credibility (10%)

Visit the full CRM methodology page for more details on our rating system.

Best CRM software of 2024

The best CRM software will integrate with almost every aspect of your business, helping you track customer relations, streamline processes, and boost sales. Many though also offer adjacent functionalities such as email marketing or helpdesk, fueled by the rise of AI.

But with countless CRMs to pick from, it can be difficult to know which one is right for your business. We have spent hundreds of hours testing the best CRMs on the market, now we have created this guide to help you find the ones that perfectly meets your needs.

Our experts have unpicked the main features and benefits of each platform we have reviewed and outlined the best solutions on the market for all business types. So, whether you are looking for the best CRM for small business or seeking out the best free CRM, we have what you are looking for.

Our top 3 best CRMThe best CRM software of 2024 in full:

Why you can trust TechRadar We spend hours testing every product or service we review, so you can be sure you’re buying the best. Find out more about how we test.

Best overall

(Image credit: Salesforce)

Best overall CRM

Specifications

Price: From $25 per user/mo

Free plan: No

Trial: 30 days

Support: Email ticketing and phone

Reasons to buy+

All-in-one functionality

+

Advanced customization

+

30-day free trial

+

Upfront pricing

Reasons to avoid-

Pricier than the competition

No free plan

Support requires login

Salesforce is a global leader in CRM, with advanced, customizable functionality, user-friendly design, and outstanding reporting tools. They proudly state on their website that “98% of customers meet or exceed their ROI goals” which is quite impressive.

The main CRM core is Salesforce Sales Cloud, which can be integrated with Marketing Cloud for email automation or with Einstein Analytics for AI-powered business intelligence, among others. While the lower Sales Cloud tiers are comparable with those from Zoho CRM or Apptivo, it’s the Enterprise Plan, or the even higher Unlimited Plan’s features that justify the higher prices.

These upper plan features include Workflow Approval and Automation, which can automate standard business processes, and Sales Teams that can designate the members of the team to work on the individual deal. Furthermore, on top of pipeline management, call and email logs, and customizable contact management, Enterprise plans and above include advanced reporting and prediction, app development, full sandbox, sophisticated process automations, and external system integrations via web services APIs.

The cost of Salesforce can get expensive on the upper tiers, considering that it is billed per each individual user. While there is also no free tier, we do appreciate the 30-day free trial that is available without a credit card, and does not require any software download. Another benefit is that the pricing is upfront, transparent, with a long list of features designated by the plan for ease of comparison.

In use, Salesforce Sales Cloud is intuitive and focuses on getting your leads over the line, but you can customize a significant part of your interface to suit your team’s needs, from dashboards to reports and contact forms. The support requires a login to connect directly. We did find the sales number in multiple places, but not any support number or email, giving us pause on any potential difficulty for direct communication should the need arise. Furthermore, there is a help area of the website with self-help content via a searchable database.

In large organizations, the app development and sandbox features can help make teams even more productive by customizing permissions and workflows across territories, customer verticals, and sales funnel stages.

Read our full Salesforce Service Cloud review.

Best for midsize businesses

(Image credit: Workbooks)

Best for midsize businesses

Specifications

Price: From $34 per user/mo

Free plan: Yes (up to 2 users)

Trial: 30 days

Support: Email, phone, Knowledge Base

Reasons to buy+

Involved and supportive onboarding

+

Low price for the number of features

+

Free consulting days

+

No credit card required for free tier

+

Free 30-day trial

Reasons to avoid-

Free version limited to two users

Choice limited to only two paid tiers

No large third-party app marketplace

Workbooks is an excellent CRM for midsize businesses, offering solutions for customer service, sales, marketing, and operations teams.

Its primary differentiator is its Shared Success program, which gives customers access to free consulting hours, along with annual workshops to ensure that Workbooks continues to align with a client’s business goals.

Workbooks lacks a diverse third-party app marketplace or developer community, unlike competitors such as Salesforce and HubSpot. Therefore, it might not be the best choice for users who require a large number of third-party customizations.

In addition, its free version is limited to only two users and has fewer features, which could make it less appealing to very small businesses. It also requires a business email, along with a phone number to sign up, but it does not require a credit card.

Paid tiers for this offering are limited to a choice of two: the lower one called CRM, and the higher one, Business. Each one costs a monthly fee for each user, and we note the lack of a volume discount for multiple users, and also the inflexibility in pricing that the only option is to pay annually, while other services offer a month-to-month price with an annual discount. We like the 30-day free trial, but keep in mind that there are a myriad of additional features available, each with a monthly cost that with several chosen, the cost can add up quickly. These additional cost features include multilingual, multi-currency, web analytics and intelligence, and audit trail among many others.

Overall, we think Workbooks is a fantastic CRM platform when used for its intended purpose – providing CRM software solutions to midsize organizations.

Read our full Workbooks review.

Best for start ups

(Image credit: Hubspot)

Best for free functionality

Specifications

Price: From $45 per two users/mo

Free plan: Yes

Trial: 14 days

Support: Live chat, phone, online meeting

Reasons to buy+

Powerful free CRM core

+

Website marketing integrations, including ad management

+

Free tier

+

Annual payment discounts

Reasons to avoid-

Marketing contacts limited to 2,000 on non-enterprise plans

Limited reporting functionality

Expensive beyond the free tier

HubSpot actually takes the #2 spot in our guide to the best CRM for startups, being beaten to the top position by Salesforce. However, HubSpot is a worthy competitor, beating Salesforce in some key areas. The platform earns its spot as best for start ups on this guide primarily due to its powerful free plan, offering starts ups a cost-free way to roll out a CRM during their fledgling days.

While several CRM providers offer free plans, none are as functional as the one from HubSpot CRM. The basics are well covered, including contact management, call and email logs, deal pipeline, and integrations with apps including Slack and Gmail. It even includes email scheduling, and Facebook Messenger integration-features that we did not expect at this level.

On paid plans, the core CRM is enriched with features from HubSpot’s Marketing, Sales, and Service Hubs, which then integrate nicely across these different offerings. With the marketing functionality, you can generate pop-up forms, chatbots, and ad retargeting on your website, as well as automate and track email campaigns. Premium sales features include deal assignment automation, customizable reports, and intelligent lead scoring to help focus your team’s efforts.

The biggest obstacle is that the contacts you can market to – for example, via bulk emails or ads – are limited to 2,000 on all plans apart from Enterprise, which has a limit of 10,000. However, you can store and track up to 1 million prospects.

While enviable, HubSpot’s combined sales and marketing functionality comes with a steep price. Moving up from the free tier gets us to the Professional tier at a cost of $450/month. While it does support 5 users at that price, has a product library and forecasting, and supports eSignatures, that price point may be a barrier for smaller businesses. We think it is a missed opportunity that there are no additional tiers of plans to choose from, with an appropriately lower price of entry.

Read our full HubSpot CRM review.

Best for small business

(Image credit: Freshsales)

Best for small business

Specifications

Price: $15 per user/mo

Free plan: Yes

Trial: 21 days

Support: Phone and email (Mon-Fri)

Reasons to buy+

Intuitive, user-friendly interface

+

Strong sales features, including built-in phone

+

Free tier and 21-day free trial for paid tiers

+

Direct support options

Reasons to avoid-

No business card scanning tool

No internet-scraping lead generation feature

Freshsales works best for small to medium businesses that prioritize ease of use over advanced customization.

Its desktop and mobile interface is highly intuitive, including quick access to contact records and communications, and drag-and-drop Kanban-style boards for sales pipeline management. Its intelligent assistant tool, Freddy AI, can also help suggest which deals to close and how if you give it sufficient historical data to work with.

Its main focus is on sales team productivity and deal closure. You can integrate your email client – including Microsoft Outlook and Gmail – into the software, enabling you to create email templates, send bulk emails to prospects, and log incoming and outgoing messages. It is also designed to integrate with other tools including PayPal, DocuSign, Slack and Intuit Quickbooks for a streamlined workflow.

Furthermore, there’s an in-built calling tool with a recording feature that automatically updates customer communication records. We also like that when it comes to support, there is a toll-free number, along with a direct email for getting directly in touch should the need arise for some help.

Freshsales CRM is limited in terms of lead generation tools, such as business card scanners. It does, however, feature customizable web forms, capturing lead data from your website and automatically assigning sales leads. Other features include several thousand Bot sessions per month depending on the plan, a visual sales pipeline, and Contact Lifestyle management.

There are four plans: a free tier, and three paid tiers. The free tier, while it has its limits, does still have 24/5 support, along with a mobile app. Paid tiers progressively add more features up to the top Enterprise plan with a dedicated account manager, audit logs, and AI-based forecasting insights.

Read our full Freshsales review to learn more about the sales-focused CRM; our Freshdesk review to find out about its customer engagement CRM; our Freshmarketer review to learn about the marketing CRM element; and Freshservice to discover its IT support CRM.

Best for collaboration

(Image credit: Apptivo)

Best for business collaboration

Specifications

Pricing: From $10 per user per month

Free plan: No

Trial: 30 days

Support: Email and Telephone

Reasons to buy+

Affordable

+

Very customizable

+

Intuitive interface

Reasons to avoid-

Difficult to set up

Integrations need improvement

Apptivo is a comprehensive platform for business management and collaboration, with a CRM tool included. The Apptivo CRM is famous for its simplicity and scalability. It has a minimal and uncluttered interface that makes it easy to navigate. It’s also very customizable; you can create your unique views, fields, and layouts to simplify your business workflow. Most of the customization occurs with a drag-and-drop workflow, which makes it easy to implement.

This CRM has a mobile app that enables you to manage your sales leads on the go. You can do this from anywhere with your smartphone, especially where it’s uncomfortable to use your workstation, e.g., during a commute.

Apptivo has integrations with many other tools to help customers improve their workflow. For example, its integration with Google’s G Suite and Microsoft’s Office 365 makes it easy to send invitations to customers or potential clients outside an organization. Yet, we observed customer complaints about Apptivo’s integrations being difficult to implement and work with.

With this CRM, you can create and manage leads for your business with ease. You can also use the activity tracking tool to manage your routine tasks and ensure you or your colleagues don’t fall behind on important tasks. You can get a detailed overview of your notes, emails, calls, scheduled meetings, follow-ups, etc. The contact management tool enables you to track all your contacts in one centralized dashboard and reach out to them when need be, and you can also do the same for your customers.

A major advantage of using Apptivo is that it’s more than just a CRM tool. It has many other useful products for businesses, such as an email marketing tool, an invoicing and billing tool, a procurement management tool, etc. However, these tools aren’t free; you’ll need to pay for them in addition to your CRM bill.

Read our full Apptivo review.

Best for project management

(Image credit: monday.com)

A winning combination of clever tools and accessible features

Reasons to buy+

Attractive interface

+

Useful project visualization tools

+

Supports integrations with other platforms

+

Encourages transparency and accountability

Reasons to avoid-

Expensive if you have a large team

Lacks advanced task tracking features

Monday.com is a dedicated project management system designed to give you a flexible and transparent way to organize your work. With a highly visual scheduling interface and customizable workflows, Monday.com adapts to the unique way members of your team approach their projects.

There are four different levels of Monday.com membership: Basic, Standard, Pro, and Enterprise. Prices vary depending on the number of user accounts you require, with the cheapest memberships only allowing you to add two users and top-end options supporting more than 200 accounts.

Monday.com is the ideal project management tool for anyone looking for an accessible system that their team will actually use. Unfortunately, some important features, like calendar views, are only available with its more expensive subscriptions. All the same, Monday.com stands out for its slick design and adaptable third-party integrations.

Read our full Monday.com review.

Best for business tool integration

(Image credit: Zoho)

Best overall toolkit

Specifications

Price: From $14 per user a month

Free plan: Yes

Trial: 15 days

Support: Email (Mon-Fri)

Reasons to buy+

Integration with the Zoho suite

+

Social media lead generation

+

Workflow automation and customization

+

Free trial

Reasons to avoid-

Steep learning curve

Limited customer support

Lacks free tier

We think Zoho CRM would work well for most people who are looking for a sales management solution. It does all the basics well – contact and pipeline management, communications tracking, workflow automation, and reporting. Further improving its reputation is that it is trusted by about 250,000 businesses worldwide, such as Suzuki, Bose and Purolite.

But its added value is in integrating with other apps from the Zoho sales, marketing, and project management suite, including Zoho Invoice and Zoho Campaigns, which can input valuable prospect data into your pipeline. Moreover, Zoho CRM can scrape contact details from social networks and scan business cards, making it a powerful lead-generation system.

In use, the product is highly customizable: you can add fields to contact records, create lead assignment rules, and even personalize the look and feel of your CRM interface to maximize internal usage. Reporting and analytics features are also strong, including customizable performance reports and visualization tools.

Unfortunately, there is no free tier, but there is a free trial that can last for 15 days. While it does not require a credit card, it does need a work email and phone number, and any of the tiers can be tried. The entry-level plan, known as Standard features advanced functionality with multiple currencies, advanced filters, sales forecasting, and multiple pipelines. On higher tiers, the Enterprise and Ultimate plans, you get the Zia AI feature, which recommends what leads to focus on and what emails to write, as well as how to assign workflow. There is also flexibility in payment, whether month to month or alternatively for a discount, annually.

Read our full Zoho CRM review.

Best for email marketing

(Image credit: Keap)

Best for email marketing

Specifications

Price: From $40 per user/month

Free plan: No

Trial: 14 days

Support: Online chat, phone, community

Reasons to buy+

Unlimited email marketing

+

Worflow automation

+

Very easy to use

+

Choice to pay monthly or annually

Reasons to avoid-

Limited contact storage

Limited reporting

Free trial too short

Keap is not your typical CRM software. Its combined set of features blurs the line between sales and marketing, with native payments, appointment booking, and email marketing functionality built on top of a core contact and pipeline management system.

Keap helps you convert leads through advanced marketing campaigns and save time through workflow automations and payment integration. Features include lead & Client management, sales pipeline, and analysis, text marketing, and email marketing. A straightforward interface and generous support options make Keap highly accessible even for the most novice CRM users.

Unfortunately, Keap does not have a free tier, and while there is an offer of a free trial, it is limited to only 14 days, which is shorter than some of its competitors. The paid tiers are only two: Pro and Max. However, each tier includes a certain number of contacts, 1,500 on the lower tier by way of example, and only 2 users for the subscription fee. Adding contacts beyond that come at an additional cost, and the same situation for additional users, although it is less expensive than getting another individual subscription so at least there is a discount of sorts.

With Keap, you can get started straight away and reap benefits from email campaigns and automated triggers without a huge learning curve.

Read our full Keap review.

Best for automation

(Image credit: Insightly)

Best for project management

Specifications

Price: From $29 per user/mo

Free plan: Yes

Trial: 14 days

Support: Email and phone (at additional cost)

Reasons to buy+

Integrated project management tools

+

User-friendly interface

+

250+ app integrations available

Reasons to avoid-

No live support options included with plans

Inbuilt telephony feature costs extra

Lacks free tier

Insightly is a great CRM system for managing complex sales pipelines, as you’re able to customize contact data fields, sales funnel stages, and more.

Workflow automation, including scheduling emails when sales stages change, can save a lot of time and refocus team efforts on nurturing relationships. The CRM offering has three tiers, but all of them are paid, and there is no free tier.

Another strong point is its integration capabilities: contact sheets can integrate social media posts, while communications can be drawn from Mailchimp, Microsoft Outlook, and other programs.

Also, Insightly’s reporting function can work with Microsoft Power BI to create advanced custom dashboards and reports, helping you measure and plan your sales productivity.

That said, lead generation features are slim: while Insightly features a mobile business card scanner, it’s not able to scrape the internet for new leads. We do like the Insightly mobile smartphone apps, which integrate well with features such as mobile voice notes, and the aforementioned mobile business card scanner. You don’t get much hand-holding, either: Insightly’s plans include only email and knowledge base support, and phone assistance has an added cost.

Read our full Insightly CRM review.

Best for communication

(Image credit: Bitrix24)

Best for communication

Specifications

Pricing: From $49 per user per month

Free plan: Yes

Trial: 30 days

Support: Email, live chat, and Telephone

Reasons to buy+

Supports unlimited contacts

+

Free version available

+

Multi-channel communication

Reasons to avoid-

Steep learning curve

UI needs improvement

Bitrix24 is an all-in-one CRM platform that does much more than generate and manage leads. Apart from that, you can use it to automate your workflows and monitor the activities of your sales representatives with ease. You can also run marketing campaigns and build landing pages to entice leads using this platform.

Bitrix24 offers a mobile CRM platform that you can use to manage clients on the go. This mobile app gives you access to the features you’ll normally find on the website. For example, you can use the sales funnel tool to get a breakdown of your sales results and track KPIs to see if your sales team is reaching its targets. You can also use chat or video calls to communicate with clients and leads.

This platform provides the tools that let you capture a lead and convert it into a customer. You can use the free website templates to build landing pages and collect contact information from leads. Afterward, you can start communicating with them to convince them to become a customer. You can build your custom sales pipeline with stages specific to your product and manage all your leads from a centralized dashboard.

The main drawback of using Bitrix24 is that its interface isn’t as smooth and easy to navigate as some other CRM tools on this list. There’s a steep learning curve to follow if you want to get familiar with the platform either as an end user or administrator.

Read our full Bitrix24 review here.

Best for user experience

(Image credit: Pipedrive)

Best for user experience

Specifications

Pricing: From $10 per user per month

Free plan: No

Trial: 14 days

Support: Email and live chat

Reasons to buy+

Very easy to use

+

Affordable

+

Customizable sales pipelines

Reasons to avoid-

No free version

Reporting needs improvement

No phone support

Pipedrive is a cloud-based CRM tool that’s younger than many on this list; it was founded in 2010. Yet, in a relatively short while, it has amassed a user base of over 100,000 businesses around the globe. The platform boasts of being “designed by salespeople, for salespeople”.

Pipedrive makes it easy to set up a sales pipeline for your products and services and follow up on different steps of the pipeline to close a sale. You can create the stages for your pipeline by yourself or use an existing template to make it easier. You can add deals or import them from a spreadsheet or from an external CRM into the pipeline.

If you’re dealing with many leads, you’ll like that Pipedrive lets you set automatic alerts and reminders to ensure you’re on top of your deals. You can also update your sales forecast each time you progress through a deal to reflect your organization’s expectation for increased sales.

A unique thing about Pipedrive is that it incorporates artificial intelligence (AI). There’s an AI-powered Sales Assistant that helps you decide what to do to close your deals and automate mundane tasks. For example, the assistant can analyze your sales actions and suggest methods to make your workflow smoother. It can track email opens and community discussions and give you activity reminders to keep you attuned to your deals.

A major drawback of using Pipedrive is that there’s no free version. However, you can take advantage of the 14-day free trial period to test its features before making your final purchase decision. Besides, Pipedrive is one of the most affordable CRM tools, starting at just $10 per user per month, compared to a rival like Salesforce which starts at $25 for the same period.

Read our full Pipedrive CRM review.

The best CRM software comparedSwipe to scroll horizontallyCRM softwareScoreLowest monthly feeFree versionKey featuresSupportSalesforce5$25 per user30-day free trialSophisticated workflow automation; Enterprise app developmentEmail ticketing and toll-free phoneWorkbooks5$34 per userFree plan; 30-day free trialCoaching program, supportive onboardingEmail, phone, knowledge baseHubSpot4.5$45 per two usersFree plan; 14-day free trialCombined sales and marketing workflow; Website usage analyticsLive chat, phone, and online meeting supportFreshsales4.5$15 per userFree plan; 21-day free trialDeal management AI; In-built calling toolPhone and email support, Mon–FriApptivo4.5$10 per userFree starter planUnique bundled series of apps; customizable and scaleable24/7 support via email and live chat; live phone support on weekdays.Zoho CRM4$14 per userFree plan; 15-day free trialLead generation through website scraping; Deal management AIEmail support, Mon–FriKeap4$40 first user then $30 per user14-day free trialUnlimited email marketingOnline chat, phone, communityInsightly4$29 per userFree plan; Two-week trialDatabase and workflow customization; Powerful reporting integrationsEmail support only; Premium phone and training support costs $1500/ yearBitrix244$39 per monthFree planComprehensive commnuications platform; website builderLive chat; knowledge baseMonday.com4$8 a seat per monthFree for individualsVisual project management; accessible systemKnowledge base; live chat, email, callPipedrive3$14.50 per user per month14-day free trialUser friendly; easy-to-use for small businesses24/7 email and chatHow we tested the best CRM software

When we review CRM software, we look at indicators including feature set, interface and ease of use, plans and pricing, and support options.

A high level of automation capability in managing leads, deals, and workflow is an example feature that could contribute towards a high score. Another important strength would be a desktop and mobile interface allowing quick, intuitive access to basic features.

We look at pricing plans and competitors to check whether higher subscription prices are warranted by features you can’t find elsewhere in the market, or whether a good deal could benefit those with lower budgets.

Generous customer support options are also prioritized, especially for CRM software which may come with a steep learning curve.

Read how we test, rate, and review products on TechRadar.

How to choose the best CRM for you

Wondering how to pick the best CRM for you? Here is what to look out for:

Features

The focus of each CRM software solution varies from project management tools to marketing automation to lead generation, so look for the specs that fit your requirements.

Take time to assess the features list and see how many will work for you and your business. Many CRM platforms offer a free plan or free trial, this can be an excellent way to really get to grips with whether a CRM offers everything you need.

Price

Price can play a major role in which CRM you choose. Research the plans on offer from the CRMs that meet your needs. Some CRMs offer a free plan, but these can be limited in what they offer.

When possible, pick a plan that gives you everything you need, but not one where you are paying for features or limits that you won’t use.

Although you may not be using it straight away, it can also be worth assessing higher tier plans that are on offer from your CRM of choice. As you grow, knowing there are affordable plans available will save you considerable time and effort migrating to a different platform.

Integrations

CRMs are all about speeding up business processes. Finding a CRM that seamlessly integrates with your other business tools, or offers integrations with tools you would benefit from, can save you considerable time and money.

Best CRM software FAQsWhat is a CRM?

Let’s start with the basics: CRM helps you manage relationships with business prospects, close deals, and make your internal resources more productive.

In practice, it enables you to do the following:

Store data about your contacts, including names, job titles, emails, and phone numbers.Assign and track workflow tasks to sales teams, such as sending follow-up emails, writing business proposals, and tracking invoices.Analyze and improve the effectiveness of sales and marketing activities through generating custom reports, forecasting future revenue, and anticipating sales bottlenecks.

Many CRM solutions, such as Salesforce above, offer desktop and mobile apps. (Image credit: Salesforce)

Without a CRM solution, you’d be doing significant manual work to store, track, and interact with contacts, and the sales pipeline would be more sluggish without automation or reminders.

Many CRM solutions can integrate with software including Microsoft 365, Google Workspace, Slack, Mailchimp, and business intelligence programs such as Microsoft Power BI.

Populating your CRM database with customer data from elsewhere tends to be seamless: most providers allow imports from spreadsheets or contact apps such as Google Contacts.

How does CRM software integrate with the sales pipeline?

Here’s a quick example: Someone in sales could begin by scanning a prospect’s business card, then create a follow-up task, log a phone call, send an email campaign, see recent social media posts, close a deal, and track the status of the project—all in the same software solution. This is how CRM integrates with the sales pipeline.

How much does the best CRM software cost?

CRM software is usually priced as a monthly or yearly subscription, with plans varying in feature complexity. Usually, the quoted price is per user, unless stated otherwise.

Many vendors offer unlimited free tiers, while paid plans grow in functionality from Starter to Professional to Enterprise. Sometimes, add-ons come at an extra cost; for example, phone credits, premium support, or access to automated marketing tools.

The first paid tier in CRM software, which generally works well for small businesses, tends to be between $8 to $29 a month per user, charged on a yearly basis.

Mid-tier plans fit growing businesses and are priced between $20 to $75 a month. As a benchmark, Zoho CRM packs a competitive set of features in its affordable $23 monthly Professional plan.

Finally, the Enterprise tiers tend to be on the expensive side, offering customization options and a higher level of support: the range is from $40 to $150 monthly, with HubSpot’s full CRM suite reaching a whopping $4,000 a month.

What can a CRM do?Does my small business need a CRM?

We’ve also listed the best cloud CRM.

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Microsoft Dynamics vs. Salesforce: Comparison 2024 Salesforce vs. Microsoft Dynamics 365 Overview

Salesforce’s Sales Hub and Microsoft Dynamics 365 Sales are similar products that offer most of the CRM features you expect to find in standalone CRM software. We compare these two as the primary CRM offerings from both providers, though other products exist for marketing, customer service and other work management functions.

Salesforce is a highly customizable CRM that teams can configure for almost any business need, while Microsoft Dynamics 365 serves as a centralized place for customer data for teams that already use it.

Salesforce vs. Microsoft Dynamics 365 Comparison

In our survey, CRM users cited workflow automation, contact activity tracking and task management as the most important CRM features. We used these insights to guide us as we tested Salesforce and Microsoft Dynamics 365. There are some notable differences between the platforms’ contact and sales pipeline management approaches, but they offer similar sales assistants powered by artificial intelligence (AI). Microsoft Dynamics is also commonly known as an enterprise resource planning (ERP) tool.

Source: MarketWatch Guides

Features Overview

Salesforce and Microsoft Dynamics 365 offer very similar feature lists for CRM. However, Salesforce offers more native features for marketing automation. Microsoft Dynamics does not include any email-related features in the Sales product, which puts it at a disadvantage compared to many other CRM platforms. Our Salesforce Review and Microsoft Dynamics 365 Review offer more in-depth analyses of these platforms’ top features.

Salesforce Sales CloudMicrosoft Dynamics 365 SalesMonthly Price Range$20-$500/user$65-$135/userContact Management✅✅Workflow Automation✅✅Lead Management✅✅Lead Scoring✅✅Pipeline Management✅✅Sales Forecasting✅✅Email Marketing Automation✅❌Analytics✅✅AI-Powered Tools✅(Einstein)✅(Copilot AI)Phone Support✅✅Live Chat✅✅ Contact Management

Microsoft Dynamics 356’s contact profiles are well-organized and easy to navigate, following a similar structure to many popular CRM systems. When we tested the platform, the profiles stood out as one of the more user-friendly features. We could add notes and easily edit contact information without searching through settings.

Aside from the contact profiles, Microsoft Dynamics’s approach to the overall contact list is unique. The different Excel-powered charts allowed us to get quick insights into the customer data on the platform. For instance, we could create a drill-down chart of contacts by their city in just a few clicks. While testing the platform, we imagined plenty of use cases for these quick insights and charts.

By comparison, Salesforce keeps its analytics separate from the customer profiles, which is the typical setup for customer data within most CRM platforms. The Salesforce customer profiles display contact information alongside upcoming tasks logged in the platform, related opportunities, deals and any quotes a customer has received. These capabilities make it simple for sales teams to refer to any information they need about a customer.

View of a sample customer profile in Salesforce.

Sales Pipeline Management

Microsoft Dynamics’s approach to the sales pipeline is unique compared to other CRM systems we’ve tested. By default, the platform organizes deals in various charts highlighting the sales funnel stages. Most platforms include a list of open deals or, most often, a Kanban-style view of the different deal stages, with movable deal cards sorted into various boards indicating their status.

This could be a major plus for teams that don’t love a Kanban board. However, for teams looking for streamlined and straightforward opportunity management, it could overcomplicate how team members view the sales process in the platform.

Salesforce’s default configuration for the sales pipeline is a more traditional deal tracking board with the option for a list view. We liked that dragging and dropping the deal cards with automatic deal value calculations at the top of each stage in the pipeline was easy.

Sample view of the Salesforce sales pipeline.

AI-Powered Features

Both Microsoft and Salesforce include AI assistants in their CRM products. Microsoft’s Copilot AI and Salesforce’s Einstein AI are helpful chatbots that users can interact with, similar to ChatGPT. These AI-powered tools also power forecasting, predictive scoring and other advanced features.

Microsoft just rolled out Copilot AI last year, and it is helpful for tasks like generating a summary of an open deal; however, it struggled to understand natural language requests. AI tools across the CRM space are very new, and we expect they will learn and improve over time to help streamline CRM strategies.

Pricing

Microsoft Dynamics 365 and Salesforce offer similar CRM pricing structures, so comparing their pricing is straightforward. Microsoft’s primary sales product has a lower starting price than Salesforce’s Sales Cloud, and Salesforce has a much more comprehensive price range, with the top Einstein 1 Sales plan costing $500 per user per month.

However, both platforms offer “starter kits”  at lower prices with various features across the board. In Salesforce’s case, these are the Starter Suite and Pro Suite, which include top features from the Sales, Marketing and Service Clouds. The Microsoft Dynamics Business Central product is similar, with key features from Dynamics 365 Sales and Service, emphasizing core business functions and finance rather than marketing.

Salesforce Pricing

Our Salesforce Pricing Guide offers a more in-depth look into Salesforce’s pricing structure.

ProductPlanPriceSalesforce Sales CloudProfessional $80/user/month Enterprise $165/user/monthUnlimited$330/user/month Einstein 1 Sales$500/user/month Small Business (Combines Sales, Marketing and Service features) Starter Suite$25/user/monthPro Suite$100/user/month Microsoft Dynamics Pricing ProductPlanPriceMicrosoft Dynamics 365 SalesProfessional $65/user/month Enterprise $95/user/monthPremium$135/user/month Microsoft Dynamics 365 Business CentralEssentials$70/monthPremium$100/month Integrations

Salesforce is difficult to beat when it comes to native integrations, and it’s easy to search for any specific third-party apps you need to connect with the Appexchange marketplace.

The Microsoft Dynamics 365 CRM is excellent as part of a Microsoft ecosystem, but connecting it with outside tools is more complicated.Competitor software like Google tools won’t be available, and we were also surprised to see that Zapier integration was not an option for Dynamics 365 in the Microsoft AppSource marketplace. However, both platforms offer an API for developers.

PlatformSalesforce Sales Cloud Microsoft Dynamics 365 SalesGmail✅❌Google Calendar✅❌Mailchimp✅✅Facebook Ads✅✅Zoom✅✅Slack✅✅Sprout Social✅✅Shopify✅✅Stripe✅✅PandaDoc✅✅DocuSign✅✅Five9✅✅Trello✅❌Asana✅❌Zapier✅❌ Customer Support

Salesforce and Microsoft Dynamics 365 include customer support via live chat and phone. Unlike Microsoft, Salesforce’s advanced support options typically require an upgraded support package. For instance, all Salesforce licenses include the Basic Support package, which consists of the phone and chat options you’d expect. However, for personalized onboarding support or a dedicated Customer Success Manager, teams must choose either the Premier or Enterprise support packages with custom pricing.

Because of this, it can be difficult to estimate your costs if you have specific customer support needs, especially with CRM implementation. Many businesses opt to have outside experts handle implementation and development, another factor to consider in addition to advanced customer support costs.

Who Is Microsoft Dynamics 365 Best For?

Microsoft Dynamics 365 makes sense for teams that want to use CRM data in the Microsoft products they already use daily. The Dynamics 365 platform integrates seamlessly with other Microsoft software such as Power BI (Business Insights), Outlook and Microsoft Teams. Businesses not already using Microsoft software may find it tricky to connect Microsoft Dynamics 365 to outside apps, which could create challenges with implementation and adoption.

Who Is Salesforce Best For?

Salesforce is best for teams that want complete control over their CRM and are willing to put in the effort for a more intensive implementation process. Salesforce can take time and effort to set up, and it comes with a learning curve, but for teams that can adopt it, it can be a powerhouse CRM tool.

How To Choose a CRM

When we surveyed CRM users, respondents said customization, unique features and customer service were among the most important things they considered when evaluating a potential CRM. We suggest creating a list of the non-negotiable features you know your team needs, which will help you narrow down your list of options. This also enables you to avoid expensive add-ons or higher-tier plans you may not need, keeping things simple and streamlined.

Source: MarketWatch Guides

We also recommend checking if the software has the native integration capabilities you’re looking for or if you’ll need some development support to make the software work with your daily workflow. It’s easy to check for integration capabilities on software providers’ app marketplaces. In this case, you’ll want to check Salesforce AppExchange and Microsoft AppSource.

Beyond this, it’s always a good idea to use free trials to test a product’s ease of use. If you don’t feel your team can handle the learning curve, it’s possible you won’t see as much adoption of the tool.

The Bottom Line

Salesforce and Microsoft Dynamics 365 are powerful CRM software options that can support CRM strategy for businesses of any size. Small businesses and startups should consider solutions like Dynamics 365 Business Central or Salesforce Stater Suite for pared-down feature lists and affordable pricing. Teams looking for a full-service CRM solution should compare Dynamics 365 Sales and the Salesforce Sales Cloud.

After testing these two products, we found that Salesforce stood apart for its integrations and extensive feature set availability. It would work well with other software you may already be using, and its customization options are endless. Microsoft Dynamics 365 makes the most sense if your team already uses other Microsoft software, such as Excel and Teams. It may be a challenge to connect it to outside software, and it’s missing basic marketing automation features for email and other channels.

Frequently Asked Questions Is Microsoft Dynamics or Salesforce better?

Salesforce is better for teams that want full control over their CRM system with many customization options. Microsoft Dynamics is better for current Microsoft users who want to power their work software ecosystem with a central place for organized CRM data.

As for marketing features, Dynamics 365 CRM is missing most marketing functionality. The Salesforce Sales Cloud includes the basics for email and social media marketing automation, and the Marketing Cloud can support even more advanced marketing tasks.

What is the main difference between Salesforce and Microsoft Dynamics?

The main difference between Salesforce and Microsoft Dynamics 365 is that Salesforce offers more customization, while Microsoft Dynamics leverages other Microsoft software like Excel and Office 365. Salesforce also provides more seamless integration capabilities with third-party apps.

Who is Salesforce’s biggest competitor?

Salesforce’s biggest competitors are HubSpot and Microsoft Dynamics 365, which are big-name comprehensive CRM solutions offering broad feature sets with relatively high pricing.

Who is Microsoft’s biggest competitor?

Microsoft’s biggest CRM competitors are Salesforce and HubSpot, which offer more customization options, user-friendly platforms and nativee marketing features.

Methodology

Customer relationship management (CRM) tools help businesses bring in new customers and nurture current ones. With different businesses come different business goals and CRM needs. So, the MarketWatch Guides team spent over 100 hours evaluating 13 providers to determine who each CRM is best for. We looked at big names, such as Salesforce and monday.com, as well as small providers, including Liondesk and Less Annoying CRM.

We conducted a survey in 2024 of 200 professionals who were currently using CRM or had used CRM within the past year. We analyzed the results of this survey to determine the following rating criteria:

User Experience (15%) Features (30%) Pricing (30%) Customer Support (15%) Reputation and Credibility (10%)

Visit the full CRM methodology page for more details on our rating system.

10 Best Tech Strategies for Small Businesses in the U.S. to Boost Efficiency

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Upgrading efficiency is a top priority for small businesses in the U.S., and software technology gives a wealth of solutions to achieve this goal. From cloud computing and automation to cybersecurity and mobile solutions, the right tech strategies can help small businesses streamline operations, reduce costs, and improve overall performance. By implementing these ten tech strategies, small businesses can position themselves for success in a competitive market, ensuring they operate at peak efficiency.

One of the most effective ways to enhance efficiency in a small business is by adopting cloud computing solutions. Cloud-based tools allow businesses to store data, run applications, and access information from anywhere with an internet connection. This eliminates the need for expensive on-site servers and IT infrastructure, which can be costly to maintain.

Additionally, cloud computing enables real-time collaboration among team members, regardless of their location. Whether it’s sharing files, working on documents simultaneously, or managing projects, cloud-based tools like Google Workspace or Microsoft 365 make it easier for teams to work together efficiently.

Automate Routine Tasks with Software:

Automation is a game-changer for small businesses looking to boost efficiency. By automating routine tasks, such as invoicing, payroll, and email marketing, businesses can save time and reduce the risk of human error. This frees up valuable time for employees to focus on more strategic activities that drive growth.

Tools like QuickBooks for accounting, Zapier for workflow automation, and Mailchimp for email marketing can significantly reduce the time spent on administrative tasks. With automation, small businesses can operate more smoothly and efficiently, without the need for additional staff.

Use Customer Relationship Management (CRM) Software:

Customer relationship management (CRM) software is essential for small businesses that want to streamline their sales and customer service processes. A good CRM system allows businesses to track customer interactions, manage leads, and monitor sales pipelines in one central location.

By using CRM software, small businesses can ensure that no customer inquiry or lead falls through the cracks. This not only improves customer satisfaction but also boosts sales efficiency by helping sales teams prioritize their efforts. Popular CRM solutions like Salesforce, HubSpot, and Zoho CRM are tailored to meet the needs of small businesses.

Leverage Project Management Tools:

Managing multiple projects and tasks can be challenging, especially for small businesses with limited resources. Project management tools can help businesses stay organized, track progress, and meet deadlines more effectively.

Tools like Trello, Asana, and Monday.com offer intuitive interfaces that allow teams to create task lists, assign responsibilities, and monitor project timelines. With these tools, small businesses can ensure that projects are completed on time and within budget, leading to increased efficiency and productivity.

Invest in Cybersecurity Solutions:

In an increasingly digital world, cybersecurity is a critical concern for small businesses. A data breach or cyberattack can have devastating consequences, including financial losses and damage to reputation. Investing in cybersecurity solutions is essential for protecting sensitive information and maintaining operational efficiency.

Small businesses should consider implementing firewalls, antivirus software, and encryption tools to safeguard their data. Additionally, employee training on cybersecurity best practices can help prevent phishing attacks and other common threats. By prioritizing cybersecurity, small businesses can avoid costly disruptions and maintain smooth operations.

Utilize Business Intelligence (BI) Tools:

Business intelligence (BI) tools provide small businesses with valuable insights into their operations, customers, and market trends. By analyzing data, BI tools help businesses make informed decisions that drive efficiency and growth.

With BI tools like Tableau, Power BI, and Google Data Studio, small businesses can visualize data, identify patterns, and track key performance indicators (KPIs). This enables them to make data-driven decisions that optimize processes, reduce waste, and improve overall efficiency.

Adopt Mobile Solutions:

As the workforce becomes increasingly mobile, small businesses must adapt by adopting mobile solutions. Mobile apps and tools allow employees to work remotely, access company data, and communicate with team members while on the go.

By enabling remote work, mobile solutions can increase employee productivity and flexibility. Tools like Slack for team communication, Zoom for video conferencing, and Google Drive for file sharing make it easier for employees to stay connected and productive, no matter where they are.

Optimize Your Website and Digital Presence:

In today’s digital age, a strong online presence is crucial for small businesses. An optimized website not only attracts more visitors but also ensures a smooth user experience, leading to higher conversion rates.

Small businesses should invest in a responsive website design that works seamlessly on all devices, including smartphones and tablets. Additionally, optimizing the website for search engines (SEO) can help drive organic traffic and increase visibility. Tools like Google Analytics and SEMrush can provide valuable insights into website performance and help identify areas for improvement.

Embrace E-Commerce and Online Payment Solutions:

For small businesses that sell products or services, embracing e-commerce and online payment solutions can significantly boost efficiency. An e-commerce platform allows businesses to reach a wider audience, streamline the sales process, and reduce the overhead costs associated with physical storefronts.

Platforms like Shopify, WooCommerce, and BigCommerce offer easy-to-use solutions for setting up an online store. Additionally, integrating online payment options like PayPal, Stripe, or Square makes it easier for customers to make purchases, leading to higher sales and increased efficiency.

Foster a Culture of Continuous Improvement:

Finally, one of the most effective tech strategies for boosting efficiency in a small business is fostering a culture of continuous improvement. Encourage employees to embrace new technologies, learn new skills, and seek out ways to optimize processes.

Regularly reviewing and updating your tech stack is essential for staying competitive and efficient. By keeping up with the latest technological advancements, small businesses can ensure they are using the best tools and strategies to maximize productivity.

Conclusion:

Since the year 2024, small businesses in the U.S. face unique challenges in staying competitive. While larger corporations have vast resources, small businesses must be more resourceful to maximize efficiency. Thankfully, technology offers a range of tools and strategies that can help small businesses streamline their operations, reduce costs, and increase productivity. In this article, we’ll explore ten of the best tech strategies for small businesses in the U.S. to boost efficiency.

Microsoft Dynamics vs. Salesforce: Comparison 2024 Salesforce vs. Microsoft Dynamics 365 Overview

Salesforce’s Sales Hub and Microsoft Dynamics 365 Sales are similar products that offer most of the CRM features you expect to find in standalone CRM software. We compare these two as the primary CRM offerings from both providers, though other products exist for marketing, customer service and other work management functions.

Salesforce is a highly customizable CRM that teams can configure for almost any business need, while Microsoft Dynamics 365 serves as a centralized place for customer data for teams that already use it.

Salesforce vs. Microsoft Dynamics 365 Comparison

In our survey, CRM users cited workflow automation, contact activity tracking and task management as the most important CRM features. We used these insights to guide us as we tested Salesforce and Microsoft Dynamics 365. There are some notable differences between the platforms’ contact and sales pipeline management approaches, but they offer similar sales assistants powered by artificial intelligence (AI). Microsoft Dynamics is also commonly known as an enterprise resource planning (ERP) tool.

Source: MarketWatch Guides

Features Overview

Salesforce and Microsoft Dynamics 365 offer very similar feature lists for CRM. However, Salesforce offers more native features for marketing automation. Microsoft Dynamics does not include any email-related features in the Sales product, which puts it at a disadvantage compared to many other CRM platforms. Our Salesforce Review and Microsoft Dynamics 365 Review offer more in-depth analyses of these platforms’ top features.

Salesforce Sales CloudMicrosoft Dynamics 365 SalesMonthly Price Range$20-$500/user$65-$135/userContact Management✅✅Workflow Automation✅✅Lead Management✅✅Lead Scoring✅✅Pipeline Management✅✅Sales Forecasting✅✅Email Marketing Automation✅❌Analytics✅✅AI-Powered Tools✅(Einstein)✅(Copilot AI)Phone Support✅✅Live Chat✅✅ Contact Management

Microsoft Dynamics 356’s contact profiles are well-organized and easy to navigate, following a similar structure to many popular CRM systems. When we tested the platform, the profiles stood out as one of the more user-friendly features. We could add notes and easily edit contact information without searching through settings.

Aside from the contact profiles, Microsoft Dynamics’s approach to the overall contact list is unique. The different Excel-powered charts allowed us to get quick insights into the customer data on the platform. For instance, we could create a drill-down chart of contacts by their city in just a few clicks. While testing the platform, we imagined plenty of use cases for these quick insights and charts.

By comparison, Salesforce keeps its analytics separate from the customer profiles, which is the typical setup for customer data within most CRM platforms. The Salesforce customer profiles display contact information alongside upcoming tasks logged in the platform, related opportunities, deals and any quotes a customer has received. These capabilities make it simple for sales teams to refer to any information they need about a customer.

View of a sample customer profile in Salesforce.

Sales Pipeline Management

Microsoft Dynamics’s approach to the sales pipeline is unique compared to other CRM systems we’ve tested. By default, the platform organizes deals in various charts highlighting the sales funnel stages. Most platforms include a list of open deals or, most often, a Kanban-style view of the different deal stages, with movable deal cards sorted into various boards indicating their status.

This could be a major plus for teams that don’t love a Kanban board. However, for teams looking for streamlined and straightforward opportunity management, it could overcomplicate how team members view the sales process in the platform.

Salesforce’s default configuration for the sales pipeline is a more traditional deal tracking board with the option for a list view. We liked that dragging and dropping the deal cards with automatic deal value calculations at the top of each stage in the pipeline was easy.

Sample view of the Salesforce sales pipeline.

AI-Powered Features

Both Microsoft and Salesforce include AI assistants in their CRM products. Microsoft’s Copilot AI and Salesforce’s Einstein AI are helpful chatbots that users can interact with, similar to ChatGPT. These AI-powered tools also power forecasting, predictive scoring and other advanced features.

Microsoft just rolled out Copilot AI last year, and it is helpful for tasks like generating a summary of an open deal; however, it struggled to understand natural language requests. AI tools across the CRM space are very new, and we expect they will learn and improve over time to help streamline CRM strategies.

Pricing

Microsoft Dynamics 365 and Salesforce offer similar CRM pricing structures, so comparing their pricing is straightforward. Microsoft’s primary sales product has a lower starting price than Salesforce’s Sales Cloud, and Salesforce has a much more comprehensive price range, with the top Einstein 1 Sales plan costing $500 per user per month.

However, both platforms offer “starter kits”  at lower prices with various features across the board. In Salesforce’s case, these are the Starter Suite and Pro Suite, which include top features from the Sales, Marketing and Service Clouds. The Microsoft Dynamics Business Central product is similar, with key features from Dynamics 365 Sales and Service, emphasizing core business functions and finance rather than marketing.

Salesforce Pricing

Our Salesforce Pricing Guide offers a more in-depth look into Salesforce’s pricing structure.

ProductPlanPriceSalesforce Sales CloudProfessional $80/user/month Enterprise $165/user/monthUnlimited$330/user/month Einstein 1 Sales$500/user/month Small Business (Combines Sales, Marketing and Service features) Starter Suite$25/user/monthPro Suite$100/user/month Microsoft Dynamics Pricing ProductPlanPriceMicrosoft Dynamics 365 SalesProfessional $65/user/month Enterprise $95/user/monthPremium$135/user/month Microsoft Dynamics 365 Business CentralEssentials$70/monthPremium$100/month Integrations

Salesforce is difficult to beat when it comes to native integrations, and it’s easy to search for any specific third-party apps you need to connect with the Appexchange marketplace.

The Microsoft Dynamics 365 CRM is excellent as part of a Microsoft ecosystem, but connecting it with outside tools is more complicated.Competitor software like Google tools won’t be available, and we were also surprised to see that Zapier integration was not an option for Dynamics 365 in the Microsoft AppSource marketplace. However, both platforms offer an API for developers.

PlatformSalesforce Sales Cloud Microsoft Dynamics 365 SalesGmail✅❌Google Calendar✅❌Mailchimp✅✅Facebook Ads✅✅Zoom✅✅Slack✅✅Sprout Social✅✅Shopify✅✅Stripe✅✅PandaDoc✅✅DocuSign✅✅Five9✅✅Trello✅❌Asana✅❌Zapier✅❌ Customer Support

Salesforce and Microsoft Dynamics 365 include customer support via live chat and phone. Unlike Microsoft, Salesforce’s advanced support options typically require an upgraded support package. For instance, all Salesforce licenses include the Basic Support package, which consists of the phone and chat options you’d expect. However, for personalized onboarding support or a dedicated Customer Success Manager, teams must choose either the Premier or Enterprise support packages with custom pricing.

Because of this, it can be difficult to estimate your costs if you have specific customer support needs, especially with CRM implementation. Many businesses opt to have outside experts handle implementation and development, another factor to consider in addition to advanced customer support costs.

Who Is Microsoft Dynamics 365 Best For?

Microsoft Dynamics 365 makes sense for teams that want to use CRM data in the Microsoft products they already use daily. The Dynamics 365 platform integrates seamlessly with other Microsoft software such as Power BI (Business Insights), Outlook and Microsoft Teams. Businesses not already using Microsoft software may find it tricky to connect Microsoft Dynamics 365 to outside apps, which could create challenges with implementation and adoption.

Who Is Salesforce Best For?

Salesforce is best for teams that want complete control over their CRM and are willing to put in the effort for a more intensive implementation process. Salesforce can take time and effort to set up, and it comes with a learning curve, but for teams that can adopt it, it can be a powerhouse CRM tool.

How To Choose a CRM

When we surveyed CRM users, respondents said customization, unique features and customer service were among the most important things they considered when evaluating a potential CRM. We suggest creating a list of the non-negotiable features you know your team needs, which will help you narrow down your list of options. This also enables you to avoid expensive add-ons or higher-tier plans you may not need, keeping things simple and streamlined.

Source: MarketWatch Guides

We also recommend checking if the software has the native integration capabilities you’re looking for or if you’ll need some development support to make the software work with your daily workflow. It’s easy to check for integration capabilities on software providers’ app marketplaces. In this case, you’ll want to check Salesforce AppExchange and Microsoft AppSource.

Beyond this, it’s always a good idea to use free trials to test a product’s ease of use. If you don’t feel your team can handle the learning curve, it’s possible you won’t see as much adoption of the tool.

The Bottom Line

Salesforce and Microsoft Dynamics 365 are powerful CRM software options that can support CRM strategy for businesses of any size. Small businesses and startups should consider solutions like Dynamics 365 Business Central or Salesforce Stater Suite for pared-down feature lists and affordable pricing. Teams looking for a full-service CRM solution should compare Dynamics 365 Sales and the Salesforce Sales Cloud.

After testing these two products, we found that Salesforce stood apart for its integrations and extensive feature set availability. It would work well with other software you may already be using, and its customization options are endless. Microsoft Dynamics 365 makes the most sense if your team already uses other Microsoft software, such as Excel and Teams. It may be a challenge to connect it to outside software, and it’s missing basic marketing automation features for email and other channels.

Frequently Asked Questions Is Microsoft Dynamics or Salesforce better?

Salesforce is better for teams that want full control over their CRM system with many customization options. Microsoft Dynamics is better for current Microsoft users who want to power their work software ecosystem with a central place for organized CRM data.

As for marketing features, Dynamics 365 CRM is missing most marketing functionality. The Salesforce Sales Cloud includes the basics for email and social media marketing automation, and the Marketing Cloud can support even more advanced marketing tasks.

What is the main difference between Salesforce and Microsoft Dynamics?

The main difference between Salesforce and Microsoft Dynamics 365 is that Salesforce offers more customization, while Microsoft Dynamics leverages other Microsoft software like Excel and Office 365. Salesforce also provides more seamless integration capabilities with third-party apps.

Who is Salesforce’s biggest competitor?

Salesforce’s biggest competitors are HubSpot and Microsoft Dynamics 365, which are big-name comprehensive CRM solutions offering broad feature sets with relatively high pricing.

Who is Microsoft’s biggest competitor?

Microsoft’s biggest CRM competitors are Salesforce and HubSpot, which offer more customization options, user-friendly platforms and nativee marketing features.

Methodology

Customer relationship management (CRM) tools help businesses bring in new customers and nurture current ones. With different businesses come different business goals and CRM needs. So, the MarketWatch Guides team spent over 100 hours evaluating 13 providers to determine who each CRM is best for. We looked at big names, such as Salesforce and monday.com, as well as small providers, including Liondesk and Less Annoying CRM.

We conducted a survey in 2024 of 200 professionals who were currently using CRM or had used CRM within the past year. We analyzed the results of this survey to determine the following rating criteria:

User Experience (15%) Features (30%) Pricing (30%) Customer Support (15%) Reputation and Credibility (10%)

Visit the full CRM methodology page for more details on our rating system.

CRM Trends Every Business Should Watch in 2024

As the Customer Relationship Management landscape continues to change dynamically, 2024 will showcase the tip of new creative trends that have the potential to change how the customer interacts with the business and the strategy optimization. Taking that there are diverse styles of customer engagement, businesses take advantage of this CRM trend by making it work and implementing it in a way that satisfies customer expectations. Social networking has evolved to fill the customer’s need to express his or her point of view to the world at large. Customer importance today runs very high and most often is the difference between success and failure for any business concern. Correspondingly, businesses are fast tapping into the power of social media. At the same time, mobile technology, largely focused on smartphones and tablets, is also playing out in the mainstream technology trend and marketing. In the near future, experts say, several major CRM trends will be enthroned.

Parveen Sharma, National Director – Information Technology, Shardul Amarchand Mangaldas & Co, says, “These days most of the (if not all) changes are driven by customers as they expect suppliers to provide relevant responses in relation to what they intend to do anywhere, anytime and in the format & on the platform of their choice. To keep up with such demanding expectations, businesses have no choice but to go digital and embrace technologies to be always available and deliver best possible customer experience”.

Do You Know That What Actually CRM Means?

A CRM software system is a strategic tool that increases the company’s revenues and profitability at the same time as it focuses on reducing the cost of customers’ loyalty. It consolidates information from various departments to give a comprehensive, up-to-date view of all customers and helps companies find the opportunity for growth to measure customer value. An increasingly critical role in multidimensional CRM can be highlighted in today’s highly competitive environment, where customer loyalty is reduced and products are quickly becoming commoditized. It enables an emphasis on more potential customers and holding on to the current ones by allowing for right priorities in sales and marketing with an understanding of the differentiated needs of customers and being able to accordingly offer products customized in conformance with customer preference and behavior. First conceived as a very simple contact management tool, the Customer Relationship Management System disseminated so much that it became the underpinning force, propelling businesses towards a progressive future.

How CRM Software Drives Business Success

Success in business has hence been derived through management of customer relationships because the connections result in growth. It is important for a business to recognize the benefits of CRM; that is, it enables business to keep its customers while drawing in new ones and managing dealings or engagements across channels and platforms. The skillful handling of interactions has become increasingly important to businesses as they endeavor to broaden their reach. CRM strategies play a very important role in enhancing customer satisfaction, increasing the firm’s volumes in sales, and even improving the efficiency of the operations within the firm.

One of the most crucial tools that could serve in changing the business setting is CRM software. It is capable of changing the way companies manage customer relationships to increase profitability and start working more efficiently. These CRM systems combine diverse customer activities across multiple channels, thereby not only empowering businesses to work out redundant-free strategies in terms of time but also for increasing customer satisfaction and boosting sales. From automating tasks and insightful analytics to personalized marketing campaigns, CRM solutions satisfy various organizational needs, which make them quite an essential tool for any business looking to improve customer service, manage leads in the best possible manner, and gain long-term success.

CRM Trends and Innovations in 2024

CRM trends are at a stage of rapid evolution, influenced by changing consumer expectations, market dynamics, and technology shifts. Of the fastest-growing and most valuable inventions presently, Customer Relationship Management software is duly expected to surge to a market value of $262.74 billion by 2032. These trends are extremely important to be kept updated on, whether the need be for a first-time implementation, uplift to advanced solution, or urge to boost operational efficiency. The major trends that will take the limelight this year are going to be higher degrees of customer-centric strategies, further integration of AI and automation, and data-driven business decision-making techniques coupled with better customer interactions.

AI and Machine Learning in CRM: Artificial intelligence and machine learning are shaping CRM trends, providing deeper business insights through tools like natural language processing and sentiment analysis, driving hyper-personalized messaging in sales and marketing, and further automating functions like lead management and data analytics. AI helps to make the best use of insights from data for marketing, sales, and customer service teams.

Omnichannel: Omnichannel customer engagement, enabled by much of the CRM trend, has been driven in turn by customer expectations, with the expectation of seamless experiences across all touchpoints. A modern CRM system, therefore, is supposed to be able to come up with an integrated view of a customer’s journey, pulling data from the left and right across social media, telephony, SMS, video conferencing, in-person interactions, and Internet of Things technologies.

Business Mobility: CRM solutions evolved towards prioritizing mobility; now, they support sales activities that are more and more out on the ground, a decentralized workforce, and meeting intense buyer pressures. The pandemic has ushered in the importance of enterprise mobility, leading to the creation of effective CRM solutions that anchor team management with strong operational efficiency across online and offline platforms.

Social CRM: Social CRM is nurturing the social media channels inside of CRM environments so that applied capabilities provide strengthened brand sentiment and engagement with customers. The use of a social CRM engine will help the company and capture feedback from their loyal client to build a stronger relationship. This approach gives a whole vision of customer sentiment and raises the organizational visibility and customers interactions.

Age of Digitalization: Customer experience has inverted in this digital age because of the general proliferation of social media and online presence, further accelerated by the pandemic. Enterprises quickened to go online; the role of AI-powered CRM systems became more critical than ever in their function of data analysis, personalization, and optimization of marketing efforts. They integrate with social media and traditional channels like email to have better consumer engagement and drive digital transformation.

Wrapping It Up!

CRM trends keep changing with evolving technologies and changing customer perceptions. Organizations have really come a long way in integrating modern CRM platforms that inspire their teams to be more customer-centric. This is a step up from simply managing customer-facing roles to managing the system as a whole, which helps in better tracking and aids in swifter decision-making. These kinds of upgrading steps, either renovation of old systems or the new setup, ensure that the highest pains are taken to drive the business toward its goal.

10 Best Tech Strategies for Small Businesses in the U.S. to Boost Efficiency

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Upgrading efficiency is a top priority for small businesses in the U.S., and software technology gives a wealth of solutions to achieve this goal. From cloud computing and automation to cybersecurity and mobile solutions, the right tech strategies can help small businesses streamline operations, reduce costs, and improve overall performance. By implementing these ten tech strategies, small businesses can position themselves for success in a competitive market, ensuring they operate at peak efficiency.

One of the most effective ways to enhance efficiency in a small business is by adopting cloud computing solutions. Cloud-based tools allow businesses to store data, run applications, and access information from anywhere with an internet connection. This eliminates the need for expensive on-site servers and IT infrastructure, which can be costly to maintain.

Additionally, cloud computing enables real-time collaboration among team members, regardless of their location. Whether it’s sharing files, working on documents simultaneously, or managing projects, cloud-based tools like Google Workspace or Microsoft 365 make it easier for teams to work together efficiently.

Automate Routine Tasks with Software:

Automation is a game-changer for small businesses looking to boost efficiency. By automating routine tasks, such as invoicing, payroll, and email marketing, businesses can save time and reduce the risk of human error. This frees up valuable time for employees to focus on more strategic activities that drive growth.

Tools like QuickBooks for accounting, Zapier for workflow automation, and Mailchimp for email marketing can significantly reduce the time spent on administrative tasks. With automation, small businesses can operate more smoothly and efficiently, without the need for additional staff.

Use Customer Relationship Management (CRM) Software:

Customer relationship management (CRM) software is essential for small businesses that want to streamline their sales and customer service processes. A good CRM system allows businesses to track customer interactions, manage leads, and monitor sales pipelines in one central location.

By using CRM software, small businesses can ensure that no customer inquiry or lead falls through the cracks. This not only improves customer satisfaction but also boosts sales efficiency by helping sales teams prioritize their efforts. Popular CRM solutions like Salesforce, HubSpot, and Zoho CRM are tailored to meet the needs of small businesses.

Leverage Project Management Tools:

Managing multiple projects and tasks can be challenging, especially for small businesses with limited resources. Project management tools can help businesses stay organized, track progress, and meet deadlines more effectively.

Tools like Trello, Asana, and Monday.com offer intuitive interfaces that allow teams to create task lists, assign responsibilities, and monitor project timelines. With these tools, small businesses can ensure that projects are completed on time and within budget, leading to increased efficiency and productivity.

Invest in Cybersecurity Solutions:

In an increasingly digital world, cybersecurity is a critical concern for small businesses. A data breach or cyberattack can have devastating consequences, including financial losses and damage to reputation. Investing in cybersecurity solutions is essential for protecting sensitive information and maintaining operational efficiency.

Small businesses should consider implementing firewalls, antivirus software, and encryption tools to safeguard their data. Additionally, employee training on cybersecurity best practices can help prevent phishing attacks and other common threats. By prioritizing cybersecurity, small businesses can avoid costly disruptions and maintain smooth operations.

Utilize Business Intelligence (BI) Tools:

Business intelligence (BI) tools provide small businesses with valuable insights into their operations, customers, and market trends. By analyzing data, BI tools help businesses make informed decisions that drive efficiency and growth.

With BI tools like Tableau, Power BI, and Google Data Studio, small businesses can visualize data, identify patterns, and track key performance indicators (KPIs). This enables them to make data-driven decisions that optimize processes, reduce waste, and improve overall efficiency.

Adopt Mobile Solutions:

As the workforce becomes increasingly mobile, small businesses must adapt by adopting mobile solutions. Mobile apps and tools allow employees to work remotely, access company data, and communicate with team members while on the go.

By enabling remote work, mobile solutions can increase employee productivity and flexibility. Tools like Slack for team communication, Zoom for video conferencing, and Google Drive for file sharing make it easier for employees to stay connected and productive, no matter where they are.

Optimize Your Website and Digital Presence:

In today’s digital age, a strong online presence is crucial for small businesses. An optimized website not only attracts more visitors but also ensures a smooth user experience, leading to higher conversion rates.

Small businesses should invest in a responsive website design that works seamlessly on all devices, including smartphones and tablets. Additionally, optimizing the website for search engines (SEO) can help drive organic traffic and increase visibility. Tools like Google Analytics and SEMrush can provide valuable insights into website performance and help identify areas for improvement.

Embrace E-Commerce and Online Payment Solutions:

For small businesses that sell products or services, embracing e-commerce and online payment solutions can significantly boost efficiency. An e-commerce platform allows businesses to reach a wider audience, streamline the sales process, and reduce the overhead costs associated with physical storefronts.

Platforms like Shopify, WooCommerce, and BigCommerce offer easy-to-use solutions for setting up an online store. Additionally, integrating online payment options like PayPal, Stripe, or Square makes it easier for customers to make purchases, leading to higher sales and increased efficiency.

Foster a Culture of Continuous Improvement:

Finally, one of the most effective tech strategies for boosting efficiency in a small business is fostering a culture of continuous improvement. Encourage employees to embrace new technologies, learn new skills, and seek out ways to optimize processes.

Regularly reviewing and updating your tech stack is essential for staying competitive and efficient. By keeping up with the latest technological advancements, small businesses can ensure they are using the best tools and strategies to maximize productivity.

Conclusion:

Since the year 2024, small businesses in the U.S. face unique challenges in staying competitive. While larger corporations have vast resources, small businesses must be more resourceful to maximize efficiency. Thankfully, technology offers a range of tools and strategies that can help small businesses streamline their operations, reduce costs, and increase productivity. In this article, we’ll explore ten of the best tech strategies for small businesses in the U.S. to boost efficiency.

Best CRM for small business of 2024

The best CRM for small business makes it simple and easy for small, starter, and family-run businesses to set up and manage a contact platform for customers, staff, and suppliers.

Customer Relationship Management (CRM) software’s primary goal is to help small businesses foster better relationships with customers. Simple enough. But with so many CRM platforms coming with countless tools and features, it can be hard to know which one meets your small business’ needs.

Our experts have spent hundreds of hours testing some of the best CRM software on the market. Now we have applied our experience and expertise to create this guide, helping you find the best CRM based on the unique needs of your small business.

Our top 3 best CRM for small business

Why you can trust TechRadar We spend hours testing every product or service we review, so you can be sure you’re buying the best. Find out more about how we test.

The best CRM for small business of 2024 in full:Best overall

(Image credit: Salesforce)

Best for most small businesses, in most cases

Specifications

Price: From $25 per user a month

Free plan: No

Trial: 30 days

Support: Email ticketing and phone

Reasons to buy+

Advanced customization

+

Small business pricing available

+

Long trial period

Reasons to avoid-

Typically more expensive than competitors

No free plan available

While Salesforce is perhaps best known as the market-leading CRM giant adept at managing the operations of enterprise-level businesses, it offers solutions for small businesses too.

Providing an all-in-one solution to your sales, service, and marketing needs, Salesforce offers competitive plans for smaller businesses with its Small Business Pricing Solutions. The Essentials package provides both sales and customer service in one simple app for just $25 per user a month. This means smaller businesses can enjoy the power of market-leading CRM at a lower price.

Overall, the Salesforce interface is intuitive and sales-focused, but you can customize features like dashboards and reports to match your business needs and personalize your user experience. The CRM also boasts additional features to streamline your sales and business processes, including internal communication tools like on-screen calls, the easy creation of a client knowledge base, data export, email templates, and third-party tool integration with apps like Slack.

Find out more by reading our full Salesforce Service Cloud review.

Best value for money

(Image credit: Freshworks)

Cheapest CRM for small business

Specifications

Price: $9 per user a month

Free plan: Yes

Trial: 21 days

Support: Phone and email (Mon–Fri)

Reasons to buy+

Free plan available

+

Clear, intuitive dashboard

+

Customizable web forms for website data capture

Reasons to avoid-

Limited lead generation tools

Limited third-party integrations

Freshsales provides a variety of tools that make it simple for small- and mid-sized businesses to support their clients, understand customer intent, and efficiently convert leads into sales.

A combination of the Freshworks automation software, the Freshsales suite is all-in-one CRM software that unites sales and marketing.

Utilizing the intelligent Freddy AI assistant, the Freshsales provides transparent insights into customer engagement, helping businesses discover leads, close deals, and nurture client relationships. The software also has an intuitive, user-friendly interface on both desktop and mobile, providing fast access to client records and communications.

Third-party tools like Gmail and Outlook are also easily integrated, allowing you to create bulk email templates while monitoring both sent and received communications to prospective clients. Businesses can also utilize the built-in call feature to automatically update client records.

While the CRM is lacking lead generation tools like business card scanners, it provides customizable web forms to capture lead data from your business website—ideal for smaller businesses looking to grow their client base.

Read our full Freshsales review.

Best for ease-of-use

(Image credit: Zoho)

Get to grips with your CRM fast

Specifications

Price: From $14 per user a month

Free plan: Yes

Trial: 15 days

Support: Email (Mon-Fri)

Reasons to buy+

Easily integrates with other Zoho tools

+

Great for lead capturing

+

Simple to use

Reasons to avoid-

Paid plans can be pricey

Support only available Monday–Friday

Powerful cloud-based CRM software boasting excellent customer management and lead generation tools, Zoho CRM is well-equipped to assist in running a small business.

While the platform is very easy to use, it doesn’t compromise on capability—the software features the ability to search social media and LinkedIn to capture new customer contacts, scan business cards, and provide automated workflows to assist sales teams. Alongside this, you can benefit from reporting, client contact and communication records, website visitor segmentation, and pipeline management.

The main pro to the CRM, however, is the seamless integration with other Zoho tools, including the Zoho sales, marketing, and project management suite, Zoho Invoice, and Zoho Campaigns. Overall, Zoho CRM can be pricey, but with a solid free plan.

Check out our full Zoho CRM review.

Best free

(Image credit: Hubspot)

A great CRM – for free!

Specifications

Price: From $45 for two users a month

Free plan: Yes

Trial : 14 days

Support: Live chat, phone, online meeting

Reasons to buy+

Free-forever plan available

+

Hundreds of app integrations

+

Easy to understand

HubSpot is an ideal CRM solution for small businesses just starting out. While there are several paid plans, you can also get started free of charge with a lightweight yet powerful version of the CRM software.

Users of the free HubSpot CRM can benefit from highly capable client database software to assist in managing and maintaining new leads, with dashboard reporting, company insights, deal tracking, and pipeline management—all of which are portrayed simply via the user-friendly interface.

A wide range of free tools is also at your disposal to organize your customer journey, including email tracking and templates, on-screen calling, and contact management. Plus, you can enjoy integration from over 300 third-party apps like Slack, along with lead-generation software.

If you fancy upgrading from the free plan, both the Sales and Marketing Hubs start at $45 a month for two users, with additional features like task automation notifications and conversation routing included.

Read our full HubSpot CRM review.

Best for sales

(Image credit: Monday)

A dedicated sales CRM for small business

Specifications

Price: From $10 per user per month

Free plan: No

Trial: 14 days

Support: Email, live chat and request a call

Reasons to buy+

Automation of sales processes

+

Email integration

+

24/7 support options

+

Choice of plans

Reasons to avoid-

Three seat minimum

Custom automations and integrations limited on a monthly basis

If you’re a sales and marketing leader, Monday Sales CRM is the perfect CRM platform for you. It’s easy to use and has lots of tools to help you manage your customer journey. Plus, you can customize the software to fit your needs. You can send and receive emails, take notes during meetings, and view all your communications on one timeline.

The main feature is managing contacts, which helps you keep track of all your clients and potential clients in one place. Yes, in fact all of your clients as it is unlimited to the number of contacts that you can have so this is a solution that can certainly grow with your business. Plus, you get email support with templates that save you time by automatically filling out personalized emails.

Automation is another great feature that businesses can take advantage of. It can help you create custom workflows to get rid of admin stuff and make communication easier, but you’ll need a plan that’s higher than the basic one. But if you don’t upgrade to a higher plan, you’ll only be able to do 250 activities a month.

Monday CRM has four different plans. Each plan has to have at least 3 seats, so it’s not great for solo businesses as you will have to pay for seats that are unused. There’s no free trial, but you can try it for two weeks and get 18% off if you pay annually.

Read our full Monday Sales CRM review.

Best for Gmail

(Image credit: Streak)

6. Streak CRM for Gmail

Best for existing Gmail and Google Workspace users

Specifications

Price: From $15 per user a month

Free plan: Yes

Trial: 14 days

Support: Email, with priority support for Enterprise plans

Reasons to buy+

Built into Gmail

+

Free plan available

+

Simple to import and export data

Reasons to avoid-

Expensive for larger teams

For existing users of Gmail and Google Workspace, Streak is the simplest CRM to incorporate into the daily operations of your small business. It is built directly into Gmail, so you can work from your inbox and enjoy integration with other Google Workspace apps like Sheets, Docs, Drive, and Chat to help keep all your data accessible and in one place.

Streak CRM allows you to track client emails, manage contacts, monitor leads, and keep on top of your sales funnel. You can capture leads directly from your contacts, track and share client interactions, easily import or export data, create custom pipelines, and set tasks and reminders, among other things.

With a forever-free plan offering basic CRM to individual professionals, Streak CRM is highly affordable for single professionals or small teams and businesses. However, it can get pricey if you’re working within a larger team.

Best for user experience

(Image credit: Pipedrive)

Reduce friction with an excellent user experience

Specifications

Pricing: From $10 per user monthly

Free plan: None

Trial: 14 days

Support: Live chat and email

Reasons to buy+

User-friendly interface

+

Cost-effective

+

Customizable sales pipelines

Reasons to avoid-

No free plan

Reporting feature needs improvement

No phone support

Pipedrive is a popular CRM tool that’s affordable and thus suitable for small businesses with limited budgets. There’s no free plan, which is a drawback, but there’s a 14-day free trial period that you can start without inputting card details.

Pipedrive boasts of being a CRM “designed by salespeople, for salespeople”. True to its claim, you can do many things with this CRM. To start, you can set up your sales pipeline with ease; you may build a new template or use an existing one. Afterward, you can add deals to the pipeline or import them from a CSV spreadsheet. After adding the deals, you can always monitor the progress up until the deal closes.

You can set up automatic alerts and reminders on Pipedrive to keep you on top of the deals. If a deal closes, the platform will automatically update your sales forecast to reflect it. Like many modern tools, Pipedrive incorporates some aspects of artificial intelligence that lets users automate mundane sales tasks.

This CRM is good for collaboration, so you can set up accounts for your staff to work together to close sales deals. As the administrator, you can always monitor their progress and remind them if they’re falling behind. You can create web forms using Pipedrive and embed them on your website to gather leads. The platform provides form templates designed by professionals, which you can edit to fit your tastes.

Pipedrive gives you detailed reports on your activities or that of your staff. However, we observed a pattern of customer complaints of the reporting features lacking depth and needing improvement.

Read our full Pipedrive CRM review.

Best for project management

(Image credit: Insightly)

Manage project seamlessly

Specifications

Pricing: From $29 per user per month

Free plan: Yes

Trial: 14 days

Support: Email and telephone (at extra cost)

Reasons to buy+

Efficient data upload/download

+

Intuitive interface

+

Integrated project management tools

Reasons to avoid-

Extra cost for phone support

Needs more customizability

Insightly is a CRM platform that lets you handle all your sales functions. You can create custom workflows for your sales deals and track them as you progress toward closing the deal. You can create or update records and generate tasks for other users within your organization to handle.

You can send emails to your leads and customers right within Insightly because it has integrations with email clients. The platform tracks the delivery of your emails and reports back important data such as open and click-through rates.

As a business owner, you have a great deal of control over what your staff can do on this CRM. You can set special permissions and visibility levels for each user or according to role or department. For example, normal employees may not be able to view detailed sales reports, while executives can.

Another good thing about Insightly is that you can use workflow automation to automate a lot of mundane sales tasks. For example, you can set it to send an automatic email once a lead reaches a specific stage of your deal. You can also automatically update your sales forecast after closing a deal. These are just some examples of how your sales team can save time to be put to better use elsewhere. Creating these workflow automations requires a bit of technical knowledge, but it’s not as complex as typical programming.

What customers mostly highlight about Insightly is its extensive integrations with third-party tools. The platform is second to none in this category. You can link your Insightly CRM profile with many other tools for additional functionality. For example, you can link it to your BambooHR account to sync employee records with corresponding user profiles on Insightly or link it to your Shopify account to automatically capture customer details from your online store and add them to Insightly.

The main drawback we observed is that Insightly charges extra money for phone support, unlike most rivals. Without paying, you’re stuck with email support, which is much slower than phone support.

Read our full Insightly review.

Best for tracking

(Image credit: Workbooks)

Boost sales with advanced tracking

Specifications

Pricing: From $30 per user per month

Free plan: Yes

Trial: 30 days

Support: Email and telephone

Reasons to buy+

Cost-effective

+

Extensive reporting features

+

Effective contact management

Reasons to avoid-

Limited free plan

Limited third-party integrations

Workbooks is another good CRM for small businesses. It enables you to track sales and interact with customers within one platform. You can use it to record and keep track of sales activities and ensure that no part of them is overlooked.

Workbooks is very good at contact management; you could use every interaction with your lead or customer to capture knowledge about them and map relationships. You can also segment customers according to different factors and interact with each segment better.

This platform provides tools to track your business’s finances closely. For example, you can track all your suppliers and their prices and record every communication you make with them. You can also create supplier contracts within the dashboard and keep track of each one. Likewise, you can create professional sales quotes to send to clients and track their status are they’re fulfilled.

The area where Workbooks shines most is in its reporting features. The platform makes it easy to generate detailed reports that give you great insight into your sales pipeline. For example, the reports can help you identify which market segments and products are giving you the highest revenue. You can also easily monitor which salespeople in your organization are hitting or missing their targets.

The main drawback with this platform is that it has limited integrations with third-party software, unlike a rival like Insightly.

Read our full Workbooks review.

Best CRM for small business comparedSwipe to scroll horizontallyOur picks for the best CRM for small business, comparedCRM softwarePriceFree plan?Trial periodSupportSalesforceFrom $25 per user a monthNo30 daysEmail, ticketing, and phoneFreshsales$15 per user a monthYes21 daysPhone and email (Mon-Fri)Zoho CRMFrom $14 per user a monthYes15 daysEmail (Mon-Fri)HubSpotFrom $45 for two users a monthYes14 daysLive chat, phone, online meetingStreak CRM for GmailFrom $15 per user a monthYes14 daysEmail, with priority support for Enterprise plansHow to choose the best CRM for small business

Ultimately, choosing the best CRM for small business depends on your needs—does software with more cost-effective pricing take precedence, or are the higher levels of personalization and efficiency that often come with a pricier plan more important?

For instance, Salesforce would be better suited to businesses undeterred by the higher costs associated with the higher levels of customization on offer. It can also expand with your business, while less efficient CRM platforms like Hubspot may struggle to keep up with demand as your business grows. Those looking for an easily-integrable, simple, and affordable CRM solution may want to consider Streak instead.

Overall, ease of use is an important factor to consider. CRM software is something that will be incorporated into the daily operations of your business, so you’ll want something that you and your colleagues can hit the ground running with—there’s no point investing in a technical CRM if no-one can understand it.

You’ll also want to consider the features most beneficial to your daily operations, like project management features, lead generation tools, and third-party app integration, as the focus of each CRM software can differ.

How we test

When finding areas of focus for reviewing CRM software, we look at key components to determine the overall quality of the user experience. We examine aspects like pricing by examining the plans that are available, how many users these allow, and whether any other additional costs are involved.

We also look at the software features that would make your work life easier; reporting, automation, client management, and AI integrations, and whether there is adequate customer support on-hand to assist with this.

Other important areas in our reviews are software usability and support; is the interface user-friendly and intuitive? If you were to get stuck, is immediate support available 24/7, or will responses take two to three working days? By examining aspects like this, we can determine the overall user experience of the software and make informed recommendations.

Read how we test, rate, and review products on TechRadar.

FAQsWhy do small business need a CRM?

While determining the best CRM for small businesses will depend on individual priorities, the software options presented in this buying guide are all strong contenders for small businesses—though ultimately, the size of your small business will likely determine the best option.

For instance, Streak CRM and HubSpot both offer free plans which would suit individual professionals or businesses just starting out, while Freshworks prides itself on being a good all-rounder for small- to mid-sized businesses. Zoho would provide an ideal CRM for existing users of the Zoho Suite, while Salesforce leads the way overall as the CRM industry giant.

What does a CRM do? Further reading on CRM software

If you want to find out more about CRMs, read our features asking what is CRM software, and what is a CRM in real estate. We also discussed five reasons why you need a small business CRM, and seven changes to a CRM for business that drive customer growth. You might also find our other buying guides helpful, which look at the best CRM for real estate and the best free CRM software.

We’ve also listed the best productivity tools.

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