CRM

HubSpot vs Pipedrive CRM Independent Review

HubSpot vs Pipedrive CRM Independent Review

Leave a Comment / Blog, CRM, Enterprise Architecture / By / January 4, 2025

HubSpot CRM, compared to Salesforce, has a somewhat simpler data and process model, making it a better fit for SMBs focused on content-centric marketing workflows. On the other hand, Pipedrive CRM is designed for smaller companies with limited budgets seeking an entry-level CRM solution for customer interaction management. HubSpot, in particular, is designed with a focus on upstream marketing activities, offering a stronger ecosystem, but it may not be the best fit for companies with complex audiences or transactional customer-facing workflows. Whereas, Pipedrive CRM may not be the best fit for larger companies with mature CRM processes requiring features like territory planning, quoting, and sales compensation management.

HubSpot excels in user-friendliness and customization, even though it may not match the depth of customer and field service workflows or provide as many built-in custom objects for specific industries. On the other hand, Pipedrive CRM may not offer the same level of depth in automation capabilities as HubSpot. To better understand Hubspot vs Pipedrive CRM systems, let’s take an in-depth look into their features, strengths and weaknesses.

HubSpot vs Pipedrive CRM Independent Review


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HubSpot CRMPipedrive CRM
Started in20061999
Ownership byHubSpot Inc. Vista Equity Partners
No. of customers >70,000>50,000

What Is HubSpot CRM?

HubSpot CRM is a leading choice for smaller companies aiming for seamless integration of customer-centric workflows, covering essential CRM processes such as sales, service, CMS, and marketing automation. In contrast to Salesforce, HubSpot excels in user-friendliness and customization, even though it may not match the depth of customer and field service workflows or provide as many built-in custom objects for specific industries. 

However, this adaptability might pose challenges for companies unfamiliar with robust data and process governance. HubSpot CRM proves advantageous, especially for content-heavy B2B companies aiming for centralized management of digital marketing and sales channels. The recent acquisition of Clearbit further enhances HubSpot’s capabilities by integrating data and intelligence with core CRM processes, solidifying its position in the market.



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This is an in-depth guide with over 80 pages and covers every topic as it pertains to ERP selection in sufficient detail to help you make an informed decision.

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What Is Pipedrive CRM?

Pipedrive CRM is designed for smaller companies and solo founders with limited budgets seeking an entry-level CRM solution for customer interaction management. However, it may not be the best fit for larger companies with mature CRM processes requiring features like territory planning, quoting, and sales compensation management. Pipedrive CRM maintains its previous ranking among top CRM systems, with no significant developments noted.



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This resource provides the template that you need to capture the requirements of different functional areas, processes, and teams.

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HubSpot vs Pipedrive CRM Comparison

Navigating the choice between HubSpot vs Pipedrive CRM is a significant decision for businesses particularly looking for operational efficiency and strategic alignment. Thus, this section delves into the comprehensive comparison of HubSpot vs Pipedrive CRM across various critical dimensions.

HubSpot CRMPipedrive CRM
Data ModelIsn’t well-suited for complex operational use cases.The data model and user interface is similar to HubSpot.
CRM FeaturesIt may not suit companies with deeper compliance, regulatory, and quoting needs.Not fit for larger organizations with deeper requirements for territory management, sales compensation, and approval workflows.
EcosystemThe second choice for most leading marketing technologies to integrate with.Growing ecosystem with over 400 app integrations.
Marketing AutomationProvides an immersive experience as it’s part of the same product and data model.Offers marketing automation features through its Campaigns by Pipedrive add-on.
IntegrationProvides options for seamless integration with other CRM systems, CMS platforms, and eCommerce tools.Has a similar acquisition and integration strategy with data platforms, just like HubSpot.
Operational CapabilitiesThe operational capabilities are not as detailed as some of the other CRM systems.Ad-hoc workflows would be even more limited compared to HubSpot.
Territory and Comp PlanningThe weaker data model makes it less suitable for industries requiring robust out-of-the-box capabilities.The weaker data model makes it less suitable for industries requiring robust out-of-the-box capabilities.
Customizability Custom objects come with significant limitations, particularly around parent-child hierarchies.Reports are easy to customize compared to more complex tools.
PriceOffers a free version, but the price spikes substantially with tricky limits and tiers, making estimating prices highly challenging.Similar to other CRMs, but buyers are encouraged to review tiers as their limitations may lead to surprise bills.

HubSpot vs Pipedrive CRM Module Comparison

Both platforms offer a plethora of features and functionalities designed to streamline business operations and enhance efficiency. In this feature comparison, we delve into particularly the distinct capabilities of HubSpot vs Pipedrive CRM across various critical dimensions, providing insights to aid businesses in making informed decisions regarding their CRM selection. Thus, this section discusses features under each of the following modules, particularly marketing, sales, customer service and e-commerce.

Marketing

In this section, we are discussing a detailed comparison of the marketing capabilities particularly offered by HubSpot vs Pipedrive CRM. By examining their respective strengths and functionalities, particularly in managing marketing processes. Businesses can therefore gain valuable insights to determine the best-suited CRM solution for their marketing needs.

FeaturesHubSpot CRMPipedrive CRM
Content CreationOffers tools for creating blog posts, landing pages, and also marketing emails.Doesn’t have a dedicated content creation tool. However, it integrates with various tools such as Google Docs and other document management tools.
SEO ToolsIncludes built-in SEO recommendations and also optimization features.Might need to integrate with third-party tools Google Analytics.
Social Media ManagementAllows scheduling, publishing, and also monitoring of social media posts.Offers some features but doesn’t provide comprehensive social media management tools like scheduling posts or detailed analytics.
Email MarketingIncludes email marketing tools with templates, automation, and also analytics.Can create and send customizable email campaigns.
AnalyticsProvides detailed analytics and reporting particularly on marketing campaigns.Provides detailed analytics and reporting features.

Sales

In this comparison, we explore and analyze the sales capabilities of HubSpot vs Pipedrive CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMPipedrive CRM
Lead ManagementManages leads with tracking and nurturing tools.It includes features like Leads Inbox, Web Forms, Chatbot, Live Chat, Prospector, and Web Visitors.
Sales Pipeline ManagementVisualizes and also tracks sales pipeline stages and progress.It is highly customizable. You can create and tailor pipelines to match your unique sales process.
Email TrackingTracks email opens, clicks, and responses.This feature is available on Advanced and higher plans.
Meeting SchedulingIntegrates with calendars for easy scheduling of meetings.Offers meeting scheduling features that help you set up appointments and manage your calendar.
Collaboration ToolsFacilitates team collaboration with shared information and tasks.The Sales Assistant feature offers real-time notifications and insights, ensuring everyone is on the same page.

Customer Service

In this comparison, we explore and analyze the customer service capabilities of HubSpot vs Pipedrive CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMPipedrive CRM
Ticket SystemOffers a support ticketing system for customer inquiries.Offers a CRM ticketing system that integrates CRM with help desk ticketing tools.
Live ChatProvides live chat support for customer interactions.Includes Live Chat as part of its LeadBooster add-on.
Customer Support AutomationAutomates customer support processes and workflows.Includes automating workflows, optimizing emails, and managing customer support activities like phone calls, emails, and meetings.
Omni-channel SupportSupports multiple channels like email, chat, and also social media.Manages communication across multiple channels such as phone, email, social media, and live chat.

E-commerce

In this comparison, we explore and analyze the e-commerce capabilities of HubSpot vs Pipedrive CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMPipedrive CRM
Product Catalog ManagementManages product listings and also descriptions.Offers a Product Information Management (PIM) system that helps you organize and manage your product data efficiently.
Order FulfillmentTracks and manages order processing and fulfillment.Provides Sales Order Management features to streamline your order fulfillment process.
Personalized Shopping ExperiencesCustomizes shopping experiences particularly based on customer behavior.Centralizes customer data and providing insights into customer behavior.

HubSpot vs Pipedrive CRM Pros

When evaluating CRM solutions, understanding the distinct advantages of HubSpot vs Pipedrive CRM is crucial. In this section, we are particularly exploring the strengths of HubSpot vs Pipedrive CRM across various dimensions. Thus, shedding light on their respective capabilities and functionalities.

HubSpot CRMPipedrive CRM
Stronger with upstream marketing and also content-driven workflows.Offers workflow automation capabilities that are beneficial for companies looking to minimize data entry and automate lead capture and nurturing processes.
Has strong workflows and also custom-coded actions.With a data model and user interface similar to HubSpot.
Offers consolidated platform that siloed apps.Teams with limited technical proficiency will find Pipedrive’s reports easy to customize.
Offering fairly detailed custom objects.Pipedrive CRM provides a HubSpot like experience that aids sales teams, especially those less technically inclined.

HubSpot vs Pipedrive CRM Cons

Just like recognizing strengths is important, it’s also crucial to weigh the specific drawbacks of HubSpot vs Pipedrive CRM. Therefore, in this section, we will delve into the limitations and challenges associated with HubSpot vs Pipedrive CRM across various operational and financial dimensions.

HubSpot CRMPipedrive CRM
Not fit for ad-hoc flows.B2B organizations with intricate customer hierarchies may struggle to integrate.
Overall expensive, also tiers are tricky to work with.Limitations in data model sharing for leads and contacts can pose challenges for larger companies.
The data model is rigid and also weak for B2B businesses.Limited data import and export functionality.
It may not suit companies particularly with deeper compliance, regulatory, and quoting needs.Not suitable for larger organizations.

Conclusion

In conclusion, both HubSpot vs Pipedrive CRM are effective tools tailored to distinct business needs. HubSpot CRM excels in upstream marketing and content-driven workflows, making it an ideal choice for SMBs and B2B companies seeking robust integration and marketing automation. However, its pricing tiers and rigid data model may pose challenges for larger organizations or those with complex customer hierarchies.

On the other hand, Pipedrive CRM is a straightforward, budget-friendly option for startups and solo entrepreneurs prioritizing simplicity and entry-level customer interaction management. While it lacks advanced features suited for larger businesses, it offers customizable pipelines, automation, and an intuitive interface that smaller teams can efficiently utilize. Both systems have their strengths and limitations, so businesses should carefully evaluate their specific needs. Also, seeking assistance from an independent CRM consultant can significantly aid the decision-making process.

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HubSpot vs Microsoft Dynamics CRM Independent Review

HubSpot vs Microsoft Dynamics CRM Independent Review

Leave a Comment / Blog, CRM, Enterprise Architecture / By / April 13, 2025

HubSpot CRM, compared to Salesforce, has a somewhat simpler data and process model, making it a better fit for SMBs focused on content-centric marketing workflows. On the other hand, Microsoft Dynamics 365 CRM is designed for mid-to-large-sized companies, especially those leveraging other Microsoft products such as Dynamics 365 ERP. HubSpot, in particular, is designed with a focus on upstream marketing activities, offering a stronger ecosystem, but it may not be the best fit for companies with complex audiences or transactional customer-facing workflows. Whereas, for smaller companies seeking data model fluidity, Microsoft Dynamics CRM may not be the ideal choice.

HubSpot excels in user-friendliness and customization, even though it may not match the depth of customer and field service workflows or provide as many built-in custom objects for specific industries. On the other hand, Microsoft secures the second-largest market share in the CRM space, following Salesforce. It particularly appeals to companies prioritizing robust operational capabilities within the CRM, including features like territory planning, global and centralized compliance, complex CPQ processes, and tight integration with project management workflows. To better understand Hubspot vs Microsoft Dynamics CRM systems, let’s take an in-depth look into their features, strengths and weaknesses.

HubSpot vs Microsoft Dynamics CRM Independent Review


The 2025 Digital Transformation Report

Thinking of embarking on a ERP journey and looking for a digital transformation report? Want to learn the best practices of digital transformation? Then, you have come to the right place.

Download Now
HubSpot CRMMicrosoft Dynamics CRM
Started in20062003
Ownership byHubSpot Inc. Microsoft Corporation
No. of customers >70,000>40,000

What Is HubSpot CRM?

HubSpot CRM is a leading choice for smaller companies aiming for seamless integration of customer-centric workflows, covering essential CRM processes such as sales, service, CMS, and marketing automation. In contrast to Salesforce, HubSpot excels in user-friendliness and customization, even though it may not match the depth of customer and field service workflows or provide as many built-in custom objects for specific industries. 

However, this adaptability might pose challenges for companies unfamiliar with robust data and process governance. HubSpot CRM proves advantageous, especially for content-heavy B2B companies aiming for centralized management of digital marketing and sales channels. The recent acquisition of Clearbit further enhances HubSpot’s capabilities by integrating data and intelligence with core CRM processes, solidifying its position in the market.



ERP Selection: The Ultimate Guide

This is an in-depth guide with over 80 pages and covers every topic as it pertains to ERP selection in sufficient detail to help you make an informed decision.

Download Now

What Is Microsoft Dynamics CRM?

Microsoft Dynamics 365 CRM is designed for mid-to-large-sized companies, especially those leveraging other Microsoft products such as Dynamics 365 ERP. However, for smaller companies seeking data model fluidity, it may not be the ideal choice.Microsoft secures the second-largest market share in the CRM space, following Salesforce.

It particularly appeals to companies prioritizing robust operational capabilities within the CRM, including features like territory planning, global and centralized compliance, complex CPQ processes, and tight integration with project management workflows. While Microsoft excels in supporting operational processes, its integration support may be limited to commerce and content management platforms, modern search technologies, headless platforms, data and intelligence providers, and centralized social media management platforms.



ERP Selection Requirements Template

This resource provides the template that you need to capture the requirements of different functional areas, processes, and teams.

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HubSpot vs Microsoft Dynamics CRM Comparison

Navigating the choice between HubSpot vs Microsoft Dynamics CRM is a significant decision for businesses particularly looking for operational efficiency and strategic alignment. Thus, this section delves into the comprehensive comparison of HubSpot vs Microsoft Dynamics CRM across various critical dimensions.

HubSpot CRMMicrosoft Dynamics CRM
Data ModelIsn’t well-suited for complex operational use cases.Less fluid data model.
CRM FeaturesIt may not suit companies with deeper compliance, regulatory, and quoting needs.Supports advanced CRM features like AI-powered insights.
EcosystemThe second choice for most leading marketing technologies to integrate with.Equally strong with its ecosystem and app supported but may not be as preferred among upstream marketing vendors.
Marketing AutomationProvides an immersive experience as it’s part of the same product and data model.Lacks strong ecosystem support with external CMS providers.
IntegrationProvides options for seamless integration with other CRM systems, CMS platforms, and eCommerce tools.Integration with other Microsoft products is seamless.
Operational CapabilitiesThe operational capabilities are not as detailed as some of the other CRM systems.Robust operational capabilities like territory planning, global and centralized compliance, complex CPQ processes.
Territory and Comp PlanningThe weaker data model makes it less suitable for industries requiring robust out-of-the-box capabilities.The CRM comes pre-packaged with strong capabilities.
Customizability Custom objects come with significant limitations, particularly around parent-child hierarchies.Has tighter dependencies between objects, particularly regarding pricing, products, and their correlations with accounts.
PriceOffers a free version, but the price spikes substantially with tricky limits and tiers, making estimating prices highly challenging.Per-user and per-app model. One of the easiest to forecast costs.

HubSpot vs Microsoft Dynamics CRM Module Comparison

Both platforms offer a plethora of features and functionalities designed to streamline business operations and enhance efficiency. In this feature comparison, we delve into particularly the distinct capabilities of HubSpot vs Microsoft Dynamics CRM across various critical dimensions, providing insights to aid businesses in making informed decisions regarding their CRM selection. Thus, this section discusses features under each of the following modules, particularly marketing, sales, customer service and e-commerce.

Marketing

In this section, we are discussing a detailed comparison of the marketing capabilities particularly offered by HubSpot vs Microsoft Dynamics CRM. By examining their respective strengths and functionalities, particularly in managing marketing processes. Businesses can therefore gain valuable insights to determine the best-suited CRM solution for their marketing needs.

FeaturesHubSpot CRMMicrosoft Dynamics CRM
Content CreationOffers tools for creating blog posts, landing pages, and also marketing emails.Offers tools for creating and managing content blocks that can be reused across multiple designs.
SEO ToolsIncludes built-in SEO recommendations and also optimization features.Includes SEO metadata management features, allowing you to manage site maps and page metadata.
Social Media ManagementAllows scheduling, publishing, and also monitoring of social media posts.Allows to manage multiple social media accounts from a single interface.
Email MarketingIncludes email marketing tools with templates, automation, and also analytics.Provides tools for creating, scheduling, and sending emails.
AnalyticsProvides detailed analytics and reporting particularly on marketing campaigns.Can create customizable dashboards and reports to gain insights into marketing campaigns, customer interactions, and overall business performance.

Sales

In this comparison, we explore and analyze the sales capabilities of HubSpot vs Microsoft Dynamics CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMMicrosoft Dynamics CRM
Lead ManagementManages leads with tracking and nurturing tools.Manage leads by capturing, scoring, nurturing, and converting them into opportunities.
Sales Pipeline ManagementVisualizes and also tracks sales pipeline stages and progress.Provides a visual representation of the sales process.
Email TrackingTracks email opens, clicks, and responses.Offers email tracking capabilities to monitor and analyze email interactions.
Meeting SchedulingIntegrates with calendars for easy scheduling of meetings.Helps you efficiently schedule and manage meetings.
Collaboration ToolsFacilitates team collaboration with shared information and tasks.Offers integrated communication and other collaboration tools to enhance teamwork.

Customer Service

In this comparison, we explore and analyze the customer service capabilities of HubSpot vs Microsoft Dynamics CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMMicrosoft Dynamics CRM
Ticket SystemOffers a support ticketing system for customer inquiries.Includes a robust ticketing system to manage and resolve customer issues efficiently.
Live ChatProvides live chat support for customer interactions.Offers live chat functionality through Dynamics 365 Customer Service.
Customer Support AutomationAutomates customer support processes and workflows.Offers automated workflows, escalation rules along with pre-defined response templates.
Omni-channel SupportSupports multiple channels like email, chat, and also social media.Helps manage customer interactions across multiple channels along with self-service portal for customers.

E-commerce

In this comparison, we explore and analyze the e-commerce capabilities of HubSpot vs Microsoft Dynamics CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMMicrosoft Dynamics CRM
Product Catalog ManagementManages product listings and also descriptions.Creates and manages a comprehensive product catalog.
Order FulfillmentTracks and manages order processing and fulfillment.Integrates with other Dynamics 365 applications like Dynamics 365 Supply Chain Management to streamline order fulfilment.
Personalized Shopping ExperiencesCustomizes shopping experiences particularly based on customer behavior.Offers customer segmentation, personalized recommendations, targeted marketing and customer insights.

HubSpot vs Microsoft Dynamics CRM Pros

When evaluating CRM solutions, understanding the distinct advantages of HubSpot vs Microsoft Dynamics CRM is crucial. In this section, we are particularly exploring the strengths of HubSpot vs Microsoft Dynamics CRM across various dimensions. Thus, shedding light on their respective capabilities and functionalities.

HubSpot CRMMicrosoft Dynamics CRM
Stronger with upstream marketing and also content-driven workflows.Facilitates complex business objects support for larger regulated enterprises.
Has strong workflows and also custom-coded actions.Database-level replication and a shared common data model.
Offers consolidated platform that siloed apps.Integrated with other Microsoft products.
Offering fairly detailed custom objects.Comes pre-packaged with strong capabilities for advanced territory management and global sales compensation planning.

HubSpot vs Microsoft Dynamics CRM Cons

Just like recognizing strengths is important, it’s also crucial to weigh the specific drawbacks of HubSpot vs Microsoft Dynamics CRM. Therefore, in this section, we will delve into the limitations and challenges associated with HubSpot vs Microsoft Dynamics CRM across various operational and financial dimensions.

HubSpot CRMMicrosoft Dynamics CRM
Not fit for ad-hoc flows.Has tighter dependencies between objects.
Overall expensive, also tiers are tricky to work with.Has usability challenges compared to more flexible CRM systems.
The data model is rigid and also weak for B2B businesses.The platform lacks intuitive support for CSV import and export.
It may not suit companies particularly with deeper compliance, regulatory, and quoting needs.Less user-friendly for sales teams looking to import opportunities and leads from external systems.

Conclusion

Both HubSpot vs Microsoft Dynamics CRM cater to distinct business needs, making them suitable for specific scenarios. HubSpot CRM excels in content-driven workflows, user-friendly interfaces, and seamless marketing automation, making it an excellent choice for SMBs and B2B companies focused on upstream marketing. On the other hand, Microsoft Dynamics CRM is tailored for mid-to-large-sized enterprises, offering robust operational capabilities, deep integration with other Microsoft products, and advanced features for compliance, CPQ processes, and territory management.

Ultimately, the decision between HubSpot vs Microsoft Dynamics CRM hinges on your organization’s size, industry, operational priorities, and budget. Both systems have their strengths and limitations, so businesses should carefully evaluate their specific needs. Also, seeking assistance from an independent CRM consultant can significantly aid the decision-making process.

Zoho CRM vs Microsoft Dynamics

FAQs

HubSpot vs Zoho CRM Independent Review

Leave a Comment / Blog, CRM, Enterprise Architecture / By / April 13, 2025

HubSpot CRM, compared to Salesforce, has a somewhat simpler data and process model, making it a better fit for SMBs focused on content-centric marketing workflows. On the other hand, Zoho CRM is tailored for smaller professional services companies like marketing agencies, tech startups, and software development firms. HubSpot, in particular, is designed with a focus on upstream marketing activities, offering a stronger ecosystem, but it may not be the best fit for companies with complex audiences or transactional customer-facing workflows.

Whereas, Zoho CRM proves especially effective for those already utilizing Zoho for HCM or accounting purposes. However, it may not meet the advanced CRM needs of product-centric organizations. HubSpot excels in user-friendliness and customization, even though it may not match the depth of customer and field service workflows or provide as many built-in custom objects for specific industries. On the other hand, Zoho excels within its app portfolio, it offers fewer third-party integrations compared to platforms like HubSpot or Salesforce. To better understand these two CRM systems, let’s take an in-depth look into their features, strengths and also weaknesses.

HubSpot vs Zoho CRM Independent Review


The 2025 Digital Transformation Report

Thinking of embarking on a ERP journey and looking for a digital transformation report? Want to learn the best practices of digital transformation? Then, you have come to the right place.

Download Now
HubSpot CRMZoho CRM
Started in20062006
Ownership byHubSpot Inc. Zoho Corporation
No. of customers >70,000>2,50,000

What Is HubSpot CRM?

HubSpot CRM is a leading choice for smaller companies aiming for seamless integration of customer-centric workflows, covering essential CRM processes such as sales, service, CMS, and marketing automation. In contrast to Salesforce, HubSpot excels in user-friendliness and customization, even though it may not match the depth of customer and field service workflows or provide as many built-in custom objects for specific industries. 

However, this adaptability might pose challenges for companies unfamiliar with robust data and process governance. HubSpot CRM proves advantageous, especially for content-heavy B2B companies aiming for centralized management of digital marketing and sales channels. The recent acquisition of Clearbit further enhances HubSpot’s capabilities by integrating data and intelligence with core CRM processes, solidifying its position in the market.



ERP Selection: The Ultimate Guide

This is an in-depth guide with over 80 pages and covers every topic as it pertains to ERP selection in sufficient detail to help you make an informed decision.

Download Now

What Is Zoho CRM?

Zoho CRM is tailored particularly for smaller professional services companies like marketing agencies, tech startups, and software development firms. It proves especially effective for those already utilizing Zoho for HCM or accounting purposes. However, it may not meet the advanced CRM needs of product-centric organizations. 

HubSpot vs Zoho CRM Comparison

Navigating the choice between HubSpot vs Zoho CRM is a significant decision for businesses particularly looking for operational efficiency and strategic alignment. Thus, this section delves into the comprehensive comparison of HubSpot vs Zoho CRM across various critical dimensions.

HubSpot CRMZoho CRM
Data ModelIsn’t well-suited for complex operational use cases.Data model mirrors Salesforce’s.
CRM FeaturesIt may not suit companies with deeper compliance, regulatory, and quoting needs.May not be suitable for large companies with regulatory, compliance, or planning needs.
EcosystemThe second choice for most leading marketing technologies to integrate with.Has a closed ecosystem compared to HubSpot.
Marketing AutomationProvides an immersive experience as it’s part of the same product and data model.Core marketing automation features are not as strong.
IntegrationProvides options for seamless integration with other CRM systems, CMS platforms, and eCommerce tools.Excels in integrating with other Zoho applications.
Operational CapabilitiesThe operational capabilities are not as detailed as some of the other CRM systems.Stronger operational capabilities with capabilities to customize.
Territory and Comp PlanningThe weaker data model makes it less suitable for industries requiring robust out-of-the-box capabilities.Offers significant capabilities. However, its less integrated data model may pose challenges.
Customizability Custom objects come with significant limitations, particularly around parent-child hierarchies.This design choice aims to keep the platform simple, it may pose challenges if extensive customization is a priority.
PriceOffers a free version, but the price spikes substantially with tricky limits and tiers, making estimating prices highly challenging.Has one price model for the entire suite, but with # of emails and contacts, the price would increase, but it might not be as steep as systems such as HubSpot.

HubSpot vs Zoho CRM Module Comparison

Both platforms offer a plethora of features and functionalities designed to streamline business operations and enhance efficiency. In this feature comparison, we delve into particularly the distinct capabilities of HubSpot vs Zoho CRM across various critical dimensions, providing insights to aid businesses in making informed decisions regarding their CRM selection. Thus, this section discusses features under each of the following modules, particularly marketing, sales, customer service and e-commerce.



ERP Selection Requirements Template

This resource provides the template that you need to capture the requirements of different functional areas, processes, and teams.

Download Now

Marketing

In this section, we are discussing a detailed comparison of the marketing capabilities particularly offered by HubSpot vs Zoho CRM. By examining their respective strengths and functionalities, particularly in managing marketing processes. Businesses can therefore gain valuable insights to determine the best-suited CRM solution for their marketing needs.

FeaturesHubSpot CRMZoho CRM
Content CreationOffers tools for creating blog posts, landing pages, and also marketing emails.Zoho CRM doesn’t have a dedicated content creation module particularly like HubSpot, but it does offer tools that support content creation within its ecosystem like Zoho Writer, PageSense, Sites, Show, and Docs.
SEO ToolsIncludes built-in SEO recommendations and also optimization features.Tools to optimize website content, meta tags, and also page loading speed for better search engine rankings.
Social Media ManagementAllows scheduling, publishing, and also monitoring of social media posts.Powered by Zoho Social, allows you to create, share, and monitor content across multiple social media platforms particularly like Twitter, Instagram, Facebook, LinkedIn, Google My Business, and YouTube
Email MarketingIncludes email marketing tools with templates, automation, and also analytics.Powered by Zoho Campaigns, offers a comprehensive suite of tools to create, send, and also track targeted email campaigns

Sales

In this comparison, we explore and analyze the sales capabilities of HubSpot vs Zoho CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMZoho CRM
Lead ManagementManages leads with tracking and nurturing tools.Helps businesses capture, nurture, and convert leads efficiently.
Sales Pipeline ManagementVisualizes and also tracks sales pipeline stages and progress.Provides a visual representation of your sales process and also helps track deals through various stages.
Email TrackingTracks email opens, clicks, and also responses.Provides insights into how your emails are performing along with pre-designed templates.
Meeting SchedulingIntegrates with calendars for easy scheduling of meetings.Helps you manage and schedule meetings seamlessly with integrated calendar, reminders, etc.
Collaboration ToolsFacilitates team collaboration with shared information and tasks.Built-in chat functionality for real-time communication.

Customer Service

In this comparison, we explore and analyze the customer service capabilities of HubSpot vs Zoho CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMZoho CRM
Ticket SystemOffers a support ticketing system for customer inquiries.Efficiently manages ticket creation along with tracking and SLA management.
Live ChatProvides live chat support for customer interactions.Through Zoho Desk and Zoho SalesIQ, particularly enabling real-time communication with customers.
Customer Support AutomationAutomates customer support processes and workflows.Helps streamline support processes with automated workflows, escalation rules, and predefined response templates.
Omni-channel SupportSupports multiple channels like email, chat, and also social media.Allows businesses to manage customer interactions across multiple channels.

E-commerce

In this comparison, we explore and analyze the e-commerce capabilities of HubSpot vs Zoho CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMZoho CRM
Product Catalog ManagementManages product listings and also descriptions.Allows you to create and manage a digital product catalog.
Order FulfillmentTracks and manages order processing and fulfillment.Zoho Inventory helps manage inventory, warehouse operations, and order processing.
Personalized Shopping ExperiencesCustomizes shopping experiences particularly based on customer behavior.Zoho CRM can be integrated with other Zoho applications to provide personalized shopping experiences.

HubSpot vs Zoho CRM Pros

When evaluating CRM solutions, understanding the distinct advantages of HubSpot vs Zoho CRM is crucial. In this section, we are particularly exploring the strengths of HubSpot vs Zoho CRM across various dimensions. Thus, shedding light on their respective capabilities and functionalities.

HubSpot CRMZoho CRM
Stronger with upstream marketing and also content-driven workflows.Includes a pre-packaged workflow builder, allowing teams with development expertise to construct intricate workflows.
Has strong workflows and also custom-coded actions.The inclusion of Zoho Creator enables developers to swiftly integrate other software and create custom apps without relying on additional third-party tools.
Offers consolidated platform that siloed apps.Great capabilities with sales comp and territory planning.
Offering fairly detailed custom objects.Provides a complete integrated stack for CPQ processes.

HubSpot vs Zoho CRM Cons

Just like recognizing strengths is important, it’s also crucial to weigh the specific drawbacks of HubSpot vs Zoho CRM. Therefore, in this section, we will delve into the limitations and challenges associated with HubSpot vs Zoho CRM across various operational and financial dimensions.

HubSpot CRMZoho CRM
Not fit for ad-hoc flows.Lacks robust support for territory management and sales team planning.
Overall expensive, also tiers are tricky to work with.Integration options outside Zoho are limited.
The data model is rigid and also weak for B2B businesses.It’s a slightly more closed ecosystem compared to HubSpot.
It may not suit companies particularly with deeper compliance, regulatory, and quoting needs.It might require consulting help, just because of the complexity of its data model as well as process model.

Conclusion

In conclusion, the choice between HubSpot vs Zoho CRM ultimately depends on the specific needs and priorities of your business. HubSpot CRM stands out for its user-friendly interface, seamless integration of upstream marketing workflows, and also robust content creation tools, making it an excellent choice for B2B SMBs focused on content-driven strategies. However, it comes with limitations in handling complex operational and regulatory requirements, along with potentially high costs.

On the other hand, Zoho CRM is well-suited for smaller professional services firms and businesses already integrated into Zoho’s ecosystem. It offers strong customization capabilities, effective internal app integration, and a wide range of features, but its relatively closed ecosystem and challenges in third-party integrations might be a drawback for some businesses. Both systems have their strengths and limitations, so businesses should carefully evaluate their specific need. Also, seeking assistance from an independent CRM consultant can significantly aid the decision-making process. 

Zoho CRM vs Microsoft Dynamics

FAQs

HubSpot vs Salesforce CRM Independent Review 2025

HubSpot vs Salesforce CRM Independent Review 2025

Leave a Comment / Blog, CRM, Enterprise Architecture / By / April 13, 2025

HubSpot CRM, compared to Salesforce, has a somewhat simpler data and process model, making it a better fit for SMBs focused on content-centric marketing workflows. On the other hand, Salesforce serves companies of all sizes, featuring a startup-friendly version and excelling in managing complex CRM workflows. HubSpot, in particular, is designed with a focus on upstream marketing activities, offering a stronger ecosystem, but it may not be the best fit for companies with complex audiences or transactional customer-facing workflows. Whereas, for companies requiring advanced downstream platforms and content workflows across channels, combining Salesforce with a marketing automation system like HubSpot is a superior solution. 

HubSpot excels in user-friendliness and customization, even though it may not match the depth of customer and field service workflows or provide as many built-in custom objects for specific industries. On the other hand, Salesforce is not always the ideal choice for entities with unique CRM processes, such as those in real estate or uniquely structured non-profit organizations. To better understand these two CRM systems, let’s take an in-depth look into their features, strengths and weaknesses.

HubSpot vs Salesforce CRM Independent Review 2025


The 2025 Digital Transformation Report

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HubSpot CRMSalesforce CRM
Started in20061999
Ownership byHubSpot Inc. Salesforce Inc.
No. of customers 70,0001,50,000

What Is HubSpot CRM?

HubSpot CRM is a leading choice for smaller companies aiming for seamless integration of customer-centric workflows, covering essential CRM processes such as sales, service, CMS, and marketing automation. In contrast to Salesforce, HubSpot excels in user-friendliness and customization, even though it may not match the depth of customer and field service workflows or provide as many built-in custom objects for specific industries. 

However, this adaptability might pose challenges for companies unfamiliar with robust data and process governance. HubSpot CRM proves advantageous, especially for content-heavy B2B companies aiming for centralized management of digital marketing and sales channels. The recent acquisition of Clearbit further enhances HubSpot’s capabilities by integrating data and intelligence with core CRM processes, solidifying its position in the market.

Salesforce vs Zendesk, Comparison Report

What Is Salesforce CRM?

Salesforce serves companies of all sizes,particularly featuring a startup-friendly version and excelling in managing complex CRM workflows. While not always the ideal choice for entities with unique CRM processes, such as those in real estate or uniquely structured non-profit organizations, Salesforce comprehensively covers enterprise sales and marketing workflows throughout all phases—pre-sales, sales, and post-sales.

The platform stands out for its depth in industry-specific sales and marketing processes, offering pre-populated layers of business objects without the need for custom development on vanilla platforms. The Salesforce ecosystem holds authority in headless and commerce spaces, positioning it as an ideal enterprise Cx platform for various industries.

HubSpot vs Salesforce CRM Comparison

Navigating the choice between HubSpot vs Salesforce CRM is a significant decision for businesses particularly looking for operational efficiency and strategic alignment. Thus, this section delves into the comprehensive comparison of HubSpot vs Salesforce CRM across various critical dimensions.

HubSpot CRMSalesforce CRM
Data ModelIsn’t well-suited for complex operational use cases.Has extensive data model, catering to the complex requirements of diverse industries and business models.
CRM FeaturesIt may not suit companies with deeper compliance, regulatory, and quoting needs.Ideal fit for companies with complex customer-centric operational workflows.
EcosystemThe second choice for most leading marketing technologies to integrate with.#1 option for best-of-breed architecture.
Marketing AutomationProvides an immersive experience as it’s part of the same product and data model.Acquired product with enterprise-grade analytics workflows and security but not as embedded with the core CRM workflows.
IntegrationProvides options for seamless integration with other CRM systems, CMS platforms, and eCommerce tools.The integration layer is not as intuitive as with HubSpot.
Operational CapabilitiesThe operational capabilities are not as detailed as some of the other CRM systems.Data model may not be as relational as MS Dynamics CRM, although it offers deeper data layers compared to platforms like HubSpot.
Territory and Comp PlanningThe weaker data model makes it less suitable for industries requiring robust out-of-the-box capabilities.Territory and sales comparisons are unlikely to pose challenges with Salesforce, thanks to its sophisticated capabilities.
Customizability Custom objects come with significant limitations, particularly around parent-child hierarchies.Customization may not be as intuitive as in other CRM systems.
PriceOffers a free version, but the price spikes substantially with tricky limits and tiers, making estimating prices highly challenging.Salesforce may have more expensive per-seat and per-email pricing, but the pricing is highly predictable.

HubSpot vs Salesforce CRM Module Comparison

Both platforms offer a plethora of features and functionalities designed to streamline business operations and enhance efficiency. In this feature comparison, we delve into particularly the distinct capabilities of HubSpot vs Salesforce CRM across various critical dimensions, providing insights to aid businesses in making informed decisions regarding their CRM selection. Thus, this section discusses features under each of the following modules, particularly marketing, sales, customer service and e-commerce.

Marketing

In this section, we are discussing a detailed comparison of the marketing capabilities particularly offered by HubSpot vs Salesforce CRM. By examining their respective strengths and functionalities, particularly in managing marketing processes. Businesses can therefore gain valuable insights to determine the best-suited CRM solution for their marketing needs.

FeaturesHubSpot CRMSalesforce CRM
Content CreationOffers tools for creating blog posts, landing pages, and also marketing emails.Provides content creation tools as part of its Marketing Cloud but particularly might not be as intuitive as tools such as HubSpot, requiring more developer support.
SEO ToolsIncludes built-in SEO recommendations and also optimization features.Offers SEO capabilities through Marketing Cloud to particularly optimize search engine rankings.
Social Media ManagementAllows scheduling, publishing, and also monitoring of social media posts.Particularly provides social media marketing and listening tools as part of its Social Studio.
Email MarketingIncludes email marketing tools with templates, automation, and also analytics.Offers robust email marketing solutions with segmentation, automation, and also analytics.
AnalyticsProvides detailed analytics and reporting particularly on marketing campaigns.Offers comprehensive analytics and reporting through Marketing Cloud.

Sales

In this comparison, we explore and analyze the sales capabilities of HubSpot vs Salesforce CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMSalesforce CRM
Lead ManagementManages leads with tracking and nurturing tools.Offers advanced lead management particularly with tracking, scoring, and nurturing capabilities.
Sales Pipeline ManagementVisualizes and also tracks sales pipeline stages and progress.Provides a customizable sales pipeline with detailed tracking and management.
Email TrackingTracks email opens, clicks, and responses.Monitors and tracks email engagement and responses.
Meeting SchedulingIntegrates with calendars for easy scheduling of meetings.Allows scheduling and managing meetings within the CRM.
Collaboration ToolsFacilitates team collaboration with shared information and tasks.Provides collaboration features particularly like Chatter for team communication.

Customer Service

In this comparison, we explore and analyze the customer service capabilities of HubSpot vs Salesforce CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMSalesforce CRM
Ticket SystemOffers a support ticketing system for customer inquiries.Provides case management and ticketing solutions.
Live ChatProvides live chat support for customer interactions.Includes live chat and also messaging capabilities for customer service.
Customer Support AutomationAutomates customer support processes and workflows.Automates customer service tasks and workflows particularly with Service Cloud.
Omni-channel SupportSupports multiple channels like email, chat, and also social media.Provides omni-channel customer support solutions.

E-commerce

In this comparison, we explore and analyze the e-commerce capabilities of HubSpot vs Salesforce CRM, shedding light particularly on their respective strengths and weaknesses.

FeaturesHubSpot CRMSalesforce CRM
Product Catalog ManagementManages product listings and also descriptions.Provides e-commerce product catalog management solutions.
Order FulfillmentTracks and manages order processing and fulfillment.Offers tools particularly for managing orders and fulfillment processes.
Personalized Shopping ExperiencesCustomizes shopping experiences particularly based on customer behavior.Provides personalized shopping experiences through Commerce Cloud.

HubSpot vs Salesforce CRM Pros

When evaluating CRM solutions, understanding the distinct advantages of HubSpot vs Salesforce CRM is crucial. In this section, we are particularly exploring the strengths of HubSpot vs Salesforce CRM across various dimensions. Thus, shedding light on their respective capabilities and functionalities.

HubSpot CRMSalesforce CRM
Stronger with upstream marketing and also content-driven workflows.One of the richest data models among best-of-breed CRMs.
Has strong workflows and also custom-coded actions.Has enterprise-grade workflow security.
Offers consolidated platform that siloed apps.Offers a comprehensive portfolio and ecosystem.
Offering fairly detailed custom objects.Has the ability to customize platform particularly for enterprise use cases.

HubSpot vs Salesforce CRM Cons

Just like recognizing strengths is important, it’s also crucial to weigh the specific drawbacks of HubSpot vs Salesforce CRM. Therefore, in this section, we will delve into the limitations and challenges associated with HubSpot vs Salesforce CRM across various operational and financial dimensions.

HubSpot CRMSalesforce CRM
Not fit for ad-hoc flows.It is one of the best CRM options for ad-hoc flows.
Overall expensive, also tiers are tricky to work with.Expensive to customize.
The data model is rigid and also weak for B2B businesses.The data model is not as relational as MS Dynamics CRM.
It may not suit companies particularly with deeper compliance, regulatory, and quoting needs.It may not be the best fit for companies particularly requiring deep collaboration with ERP systems.

LinkedIn - Salesforce vs Oracle Cloud CX

Conclusion

Choosing the right CRM platform between HubSpot vs Salesforce CRM particularly depends heavily on the specific needs, budget, and long-term goals of a business. HubSpot CRM stands out for its user-friendliness, marketing automation, and affordability, making it a preferred choice particularly for smaller businesses and content-driven workflows. However, its limitations in handling complex data models and operational processes may be a drawback for larger or highly regulated enterprises.

On the other hand, Salesforce offers unparalleled depth and flexibility with its extensive data model, industry-specific solutions, and enterprise-grade workflows, catering to businesses of all sizes. While its higher cost and complexity might pose challenges for smaller companies, it excels in managing intricate CRM requirements across sales, marketing, and customer service. Both systems have their strengths and limitations, so businesses should carefully evaluate their specific need. Also, seeking assistance from an independent CRM consultant can significantly aid the decision-making process.

FAQs

Top 10 Non-Profit CRMs In 2025

Top 10 Non-Profit CRMs In 2025

Leave a Comment / Blog, CRM, Enterprise Architecture / By / April 13, 2025

Defining the needs of non-profit organizations as challenging would be an understatement. Many assume that non-profits are less complex than for-profit businesses due to their perceived lack of extensive commercial transactions. However, non-profits often face even greater challenges because of their fluid processes. These organizations blend various business models, including those typically associated with for-profit sectors like construction, real estate, commerce, education, and more. Their customer-facing operations, diverse audiences, and unique journeys are so varied that consolidating them into a single data model or system can be a significant undertaking.

Perhaps this is why the non-profit sector has access to countless CRM solutions tailored specifically to its needs. While many of these options may seem highly appealing at first glance, each comes with its own set of limitations. The most common challenge lies in addressing the diverse requirements of different non-profits. For instance, many CRMs offer robust grant and fundraising features, but they often lack the scalability needed to support other unique aspects of non-profits, such as operations related to construction, real estate, or education.

Top 10 Non-Profit CRMs In 2025

While the other class of CRM solutions offer greater flexibility in supporting diverse business models, they often demand significant consulting efforts, which is generally out of reach for most smaller non-profit organizations. This complexity frequently results in higher failure rates or poor adoption due to skill gaps and insufficient measures to minimize friction or streamline implementation. Moreover, variations in workflows add another layer of difficulty. For example, some non-profits emphasize recruitment and engagement at the initial stages, while others prioritize nurturing existing relationships and facilitating the smooth progression of their constituents. Given these challenges, which non-profit CRMs stand out as the best in 2025?



The 2025 Digital Transformation Report

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Criteria

  • Definition of a non-profit organization. These are companies of any size in the non-profit ecosystem, such as cities, governments, schools, associations, foundations, charities, churches, charitable subsidiaries of large corporations, etc.
  • Overall market share/# of customers. The higher the market share among non-profit companies, the higher it ranks on our list.
  • Ownership/funding. The more committed the management to the product roadmap for the non-profit companies, the higher it ranks on our list.
  • Quality of development. The more cloud-native capabilities, the higher it ranks on our list.
  • Community/Ecosystem. The larger the community with a heavy presence from non-profit companies, the higher it ranks on our list.
  • Depth of native functionality for specific industries. The deeper the publisher-owned out-of-the-box functionality, the higher it ranks on our list.
  • Quality of publicly available product documentation. The poorer the product documentation, the lower it ranks on our list. 
  • Non-profit company market share. The higher the focus on non-profit companies, the higher the CRM system ranks on our list.
  • Ability to natively support diversified business models. The more diverse the product, the higher it ranks on our list.
  • Acquisition strategy aligned with non-profit companies. The more aligned the acquisitions are with the non-profit companies, the higher it rank on our list.
  • User Reviews. The deeper the reviews from non-profit companies, the higher the score for a specific product.
  • Must be a CRM product. It can’t be a module of an ERP system. It must be a best-of-breed CRM system, preferably recognized in the CRM category by leading analyst firms.

10. Neon CRM

Neon CRM, like other non-profit CRMs, is particularly structured in a very prescriptive way, offering many pre-built capabilities for non-profit workflows. However, just like other prescriptive systems, Neon CRM would be equally constraining, depending on the specific needs of your business model. Neon could be a great fit if you have straightforward business processes for a non-profit with fundraising and maybe simpler programs. More complicated audiences or workflows might be a stretch for Neon CRM. Thus, Neon CRM has secured the #10 spot on our list of top non-profit CRMs.

Strengths 
  • Built-in fundraising and event registration. The key strengths of Neon CRM lie in its built-in fundraising capabilities, as well as its event registration and event management features. 
  • Membership management. Membership management can also involve highly complex workflows, which can be a significant challenge to implement and configure on a standard CRM. Neon CRM contains some of these capabilities natively.
  • Volunteer scheduling​. Volunteers follow a unique data hierarchy, making it difficult to fit in with the existing structure of core and custom objects of standard CRMs. Neon has out-of-the-box capabilities to accommodate unique volunteer workflows.
Weaknesses 
  • Reporting capabilities. The reporting capabilities are relatively limited. The number of pre-built reports is generally low, requiring you to create custom reports.
  • Customizability. The platform lacks extensive customizability, making it a significant challenge to enable certain capabilities if they are not already available in the CRM.
  • Scalability beyond simpler business models​. Scalability can be a significant challenge. If your CRM needs to accommodate numerous customer experience touchpoints and processes, you may encounter difficulties, leading to using multiple CRMs and resulting in fragmented data and disconnected workflows.

9. Blackbaud Raiser’s Edge NXT/Blackbaud CRM

Blackboard’s Raiser’s Edge and Blackboard CRM are two distinct products aimed at different market segments. Raiser’s Edge is typically suited for smaller organizations, while Blackbaud CRM is designed for larger ones. It’s important to recognize that each product has its own support model, capabilities, and data model, which can vary significantly, even though they are from the same vendor. Hence, it has secured the #9 spot on our list of top non-profit CRMs.

Strengths 
  • Fundraising capabilities. Both Blackbaud products have been proven in non-profit verticals, requiring relatively robust fund-raising capabilities across several non-profit micro-verticals.
  • Events and membership capabilities. It offers strong event and membership capabilities natively.
  • Integration with Microsoft Power platform. Blackbaud integrates with the Microsoft Power Platform, enabling you to build custom ad-hoc workflows atop the core CRM data model, which is a unique plus as most non-profit companies require building unique processes.
Weaknesses 
  • Not great for volunteer management. It is not well-suited for volunteer management, as it lacks the necessary layers to enable complex hierarchies of volunteer management. Adding these features can be challenging, especially since Blackbaud is not as diverse as some other options on this list designed to support complex custom business processes.
  • Technology and cloud-native features. The system is quite prescriptive, particularly in terms of its technology and cloud-native features. 
  • Inconsistency between the on-prem and cloud versions. From a cloud-native perspective, features like enterprise search and mobility capabilities are quite limited. In some cases, you may end up using two different versions of the system. When sophisticated data is required, they may push you towards the on-prem version.

8. Kindful/Bloomerang

Bloomerang is designed for smaller non-profits and is similar to Neon CRM, but it is slightly larger in scale. The vendor is more established, with a greater number of installations overall compared to smaller vendors such as Neon. They are also owned by private equity, which could have its own set of pros and cons. While they will have the financial backing of private equity which might be a risky factor for family-owned products, the support from private equity-owned companies is generally inferior, requiring additional consulting support. Thus securing its spot at #8 on our list of top non-profit CRMs.

Strengths
  • Move management. Its robust move management capabilities accommodate different move types and their life cycles.
  • Donor cultivation. Its donor cultivation capabilities allow complex workflows related to different donor types and their interactions.
  • Easy to use​. The suite-centric approach is designed to serve a specific business model, which makes it relatively easier to use due to its flatter data model.
Weaknesses 
  • Grant tracking. One of the key limitations is grant tracking, as the data layers may not be as detailed. 
  • Data integrity. Limited constraints at the database level would cause data integrity issues with Bloomerang.
  • Not meant for education non-profit. Education non-profits require unique operational layers accommodating the needs of students, teachers, and parents, some custom features that would be challenging to implement on Bloomerang. 
  • Percentage fee per donation. Per donation fee might be difficult to estimate to compute the long-term TCO and plan.
  • Bloomerang payments (recently introduced)​. Tight coupling with their platform with potentially more expensive payment charges.

7. Virtuous

Virtuous is a prescriptive system similar to Neon CRM and Bloomerang, designed particularly for smaller non-profit organizations. It follows a very prescriptive approach, offering capabilities similar to those of the other systems. While it’s a great fit for smaller non-profit organizations with relatively straightforward needs, it might not be the best fit for larger or complex non-profit organizations. Therefore, it has secured the #7 spot on our list of top non-profit CRMs.

Strengths 
  • Best of breed capabilities for non-profit. It offers best-of-breed fundraising and volunteer management features.
  • Automation journeys. They also offer more automated journeys, which can be quite appealing. However, the data layers may not be as detailed, even though they provide some automation features. The experience will be similar to HubSpot but with less detailed data.
  • Integrated payment processing​. They also offer integrated payment processing, which can be beneficial if you’re looking for that feature. However, it’s important to consider which vendor they are using and whether you’ll have leverage in negotiating payment rates.
Weaknesses 
  • Higher price compared to smaller CRMs like Neon. While Virtuous is likely to have more detailed layers and advanced features compared to systems such as Neon, its price tag is generally more expensive.
  • Email templates are not user-friendly. Their technology is not as user-friendly as other platforms where business users can design templates without developers’ support.
  • Reporting is not as intuitive​. Although they may offer some capabilities, they might not be as detailed. Once you start using them, you’ll likely encounter several issues, and the reporting functionality may not be very intuitive. This is another limitation to consider.

6. Oracle CX Cloud

Oracle CX Cloud is ideal particularly for non-profit organizations seeking a scalable solution. It is an enterprise-centric system, so it may not offer all the nonprofit-specific features found in more prescriptive systems. However, if the organization has a complex model with multiple business areas—such as healthcare, real estate, construction, education, and traditional non-profit operations, it can accommodate diverse business models and customer personas. These systems are suitable for non-profits that need to handle different customer journeys across various sectors. Although the implementation budget may increase, Oracle CX Cloud is well-suited for large non-profits that require a scalable, customizable solution without budget constraints. Thus securing the #6 spot on our list of top non-profit CRMs.

Strengths 
  • Integrated HCM. They offer integrated HCM, so if your HCM processes are closely linked with your CRM processes, you would likely need this feature.
  • Integrated CPQ. They also include integrated CPQ and related workflows as part of the system. While non-profit organizations typically don’t have complex CPQ processes, if you do require them—for example, for grants or when calculating donations or proposals with complex variables. You’ll be able to enable these capabilities within the model.
  • Customizable for many business models​. The underlying data and process model allow supporting most business models and transactions.
Weaknesses
  • Expensive consulting to enable non-profit-specific workflows. The scalable data layer to support many business models would require substantial consulting effort to understand and configure diverse business models.
  • Steep learning curve.  The scalable data layers demand an understanding of data hierarchies not only from the implementation perspective but also for adoption.
  • Not meant for SMB companies​. If a small non-profit chooses this system, they are likely to face implementation and adoption challenges.
LinkedIn - Salesforce vs Oracle Cloud CX

5. LeadSquared

LeadSquared is a prescriptive system tailored to specific industries. It is an excellent fit for organizations with a focused business model, such as those in the public sector or education, as it provides well-established, pre-built functionality for those sectors. The system’s capabilities are proven and tested in similar industries. However, as the organization expands and requires additional features outside the core strengths of LeadSquared, it may outgrow the system. In such cases, limitations may arise as the business model evolves beyond what LeadSquared can support. Thus, it has secured the #5 spot on our list of top non-profit CRMs.

Strengths 
  • Customizable. Although it is a prescriptive system, it offers more customization options due to its proven success in enterprise workloads and use cases. 
  • Well adopted among large public sector and education companies. It is widely adopted by large public sector organizations and educational institutions with a strong portfolio of clients. It is well-proven and highly regarded, which serves as a significant validation. 
  • Student accounts management​. For businesses part of the educational institution with complex student information management workflows that need to be closely integrated with CRM workflows, LeadSquared would be an excellent fit for this.
Weaknesses 
  • Limited security layers. The security layers are limited, as the system is not designed for enterprise-level workflows. 
  • Portal stability. Since their technology is not as modern as other CRM systems designed for collaboration, their portals struggle with stability and user experience.
  • Not as well adopted as a mainstream CRM​. While they are proven in the education and public sector, it’s not as recognized and adopted as other mainstream CRM systems such as Salesforce or HubSpot.

4. HubSpot CRM

HubSpot CRM is an excellent choice particularly for non-profit organizations seeking robust CMS capabilities or advanced upstream marketing workflows. While it has great features for non-profits interested in acquiring newer donors or constituents, it might not be the best fit for non-profits managing their Cx operations workflows on the platform because of the limited pre-built layers for non-profits. The generalized layers also have substantial limitations, such as insufficient parent-child relationships, rigid custom objects, and immutable core objects. Hence, it secured its spot at #4 on our list of top non-profit CRMs.

Strengths 
  • CMS was built with a platform for omnichannel tracking. The biggest plus with HubSpot is its omnichannel traceability, especially across upstream marketing channels for non-profit companies caring for website integration and traceability.
  • Ecosystem and integration. Although the ecosystem is rich, non-profit-specific options might be limited.
  • Cloud-native technology​. Compared to other platforms on this list that grew through the acquisition of legacy technologies, HubSpot was built from the ground up, managing the entire suite with one code base and data model.
Weaknesses
  • Limited custom objects. Custom objects are highly constraining in their limited layers, such as parent-child relationships, etc., causing substantial challenges with customization.
  • Limited workflow triggers. The workflow triggers are not as detailed as those of platforms such as Salesforce or Zoho, limiting even simpler operations such as CRUD on business objects and causing implementation challenges for non-profits.
  • Limited customizability with core objects​. Even core objects are substantially limited, such as the inability to remove (or rename) deal objects, especially since most non-profits would require move management capabilities, requiring them to rename or remove deal capabilities completely.

3. Zoho CRM

Zoho CRM is a better fit for transactional use cases. While it may not offer the same depth in upstream marketing automation or CMS capabilities as HubSpot CRM, it excels in operational and transactional features, making it a strong choice for most non-profit sectors. Thus, it has secured the #3 spot on our list of top non-profit CRMs.

Strengths 
  • Detailed triggers on custom objects. The strengths of Zoho CRM include detailed triggers for custom objects, making it easier to implement non-traditional workflows required by non-profit organizations.
  • Price for Zoho One. Zoho One offers a single price point, which makes it easier for nonprofits to calculate their costs. When compared to the pricing of platforms like HubSpot or Salesforce, Zoho CRM offers significantly more value for the same cost, which is a major advantage.
  • Customizable layout and screens​. The platform offers highly customizable layouts and screens, which is particularly beneficial for nonprofits with complex needs. For scenarios such as grant or fund accounting/reporting where CRMs would host some of these processes along with an ERP system, Zoho CRM may not be as strong due to the limited pre-built layers and complexity in enabling these capabilities.
Weaknesses 
  • Data model is completely separate for each app. The data model is entirely separate for each app, limiting embeddedness and communication among their apps. 
  • CMS not as robust as HubSpot. The CMS may not be as robust as HubSpot, and it isn’t as well-known or proven within some ecosystems. As a result, there may be fewer integrations and third-party apps available with Zoho CRM. 
  • No communication across data centers. Their data centers don’t allow any communication among them, limiting capabilities for non-profits with global operations with a preference to keep data and processes in their respective countries.
Zoho CRM vs Microsoft Dynamics

2. Microsoft Dynamics 365 Apps 

Microsoft Dynamics 365 CE is ideal for particularly organizations that need a highly customizable CRM. Non-profits, regardless of their market verticals, often require this level of customization due to the complexity of their business models, which is unique compared to other industries. Hence, it has secured the #2 spot on our list of top non-profit CRMs.

Strengths 
  • Power platform. The power platform is a huge plus for non-profits as it allows building collaborative ad-hoc workflows on top of the core Microsoft platform.
  • Data model designed for complex operational use cases. The data model has layered hierarchies to capture real-world relationships, even for the most diverse non-profit companies.
  • Ecosystem and integrations​. The ecosystem includes apps like Mission CRM, which is built on Microsoft Dynamics 365 CE, offering a prescriptive experience on top of the Microsoft platform.
Weaknesses 
  • Upstream marketing capabilities. Despite being great for transactional and operational use cases, it might not be the best fit for non-profit companies that are heavier in upstream marketing activities such as website integration and traceability with upstream channels.
  • Upstream marketing integrations. While MS has one of the richest ecosystems, the ecosystem is primarily concentrated with operational systems and vendors, limiting integration options with data platforms or ad exchanges.
  • Consulting costs​. The detailed data layers would require substantial consulting expertise for implementation and adoption.

1.  Salesforce CRM

Salesforce is a strong option for large nonprofits in need of an enterprise-grade CRM suite, but it often requires a significant consulting budget. Many best-of-breed components are needed to enable various non-profit workflows, and while the provided service pack can be helpful, it might not fully address all needs. Extending it to fit specific use cases could be challenging, requiring careful planning and expert guidance, such as working with independent CRM or ERP consultants experienced with non-profit CRMs. Non-profits often need deeply integrated capabilities, like fund and grant traceability, which demand a robust data model and also some ERP experience within CRM workflows. Thus, Salesforce secured the #1 spot on our list of top non-profit CRMs.

Strengths
  • Pre-populated industry templates. Salesforce offers a service pack with non-profit-specific native business objects, reducing implementation costs and risks. 
  • Highly customizable. Just like MS, Salesforce custom objects are highly customizable, exposing a complete development framework above the core platform.
  • Enterprise territory planning and sales comp. It offers highly customizable options for enterprise territory planning and sales compensation, along with other related features.
Weaknesses 
  • Marketing automation products are not as embedded with the core CRM objects. The marketing automation product is not deeply embedded. While there are many CMS players within the Salesforce ecosystem, they would have their own set of challenges, increasing project, implementation, and integration budgets.
  • Expensive consulting costs. Salesforce is an enterprise-grade platform that requires a substantial budget for implementation and adoption.
  • Website integration would require additional add-ons​. Website integration would require additional add-ons, and the experience may not be as immersive as what is offered by other systems, such as HubSpot.
Salesforce vs Zendesk, Comparison Report

Conclusion

Non-profit organizations face unique challenges that require tailored solutions, particularly when it comes to CRM systems. The top non-profit CRM options reflect a diverse range of strengths and weaknesses, catering to various needs such as fundraising, event management, and operational scalability. Systems like Salesforce and Microsoft Dynamics 365 lead the list for their robust customization capabilities and comprehensive ecosystems, making them ideal for particularly large-scale organizations with complex workflows. 

Meanwhile, more prescriptive systems such as Neon CRM, Bloomerang, and Virtuous serve smaller non-profits with straightforward processes, offering ease of use and pre-built functionalities but limited scalability. Options like HubSpot and Zoho strike a balance by providing powerful marketing tools and flexible layouts, albeit with certain limitations in custom objects and data model communication. Ultimately, the choice of a CRM system for a non-profit depends on factors like the size of the organization, the complexity of its operations, and also budget constraints. While this list offers valuable insights, seeking advice from an independent CRM consultant can greatly enhance the implementation success.

FAQs

Top 10 Large CRMs In 2025

Leave a Comment / Blog, CRM, Enterprise Architecture / By / April 13, 2025

Large companies, like other market segments, have specific needs that call for specialized capabilities. As they move beyond the mid-market segment, these organizations must unify their global workloads within a single system to enable cohesive governance and effective global planning. Their workflows and security needs often involve multiple approval stages and layered access controls, which may seem excessive for mid-market businesses. With global teams, diverse business models, and complex compensation structures, their RevOps processes require a heightened level of customization.

CRMs in this category are designed with robust infrastructure to support the complex workflows of larger teams. They include tools for environment migration with carefully managed access privileges and offer an intuitive customization layer to enable enterprise-scale development and implementation. Additionally, these CRMs often integrate enterprise-grade data warehouses, consolidating data from numerous systems and departments. They also feature data structures capable of accommodating any datasets required by sales and marketing teams, utilizing reverse ETL processes for seamless integration.

Top 10 Large CRMs In 2025

In the mid-market segment, processes like market development funds (MDF) or channel traceability may not be as critical due to lower spending levels. However, in the larger enterprise segment, these processes must be seamlessly integrated on a global scale to evaluate the impact of marketing investments and inform strategic planning. These requirements often vary by industry. For instance, consumer-focused enterprises such as financial services or telecom frequently implement extensive customizations on their core CRMs to analyze consumer behavior and craft marketing strategies accordingly. This can lead to the development of additional custom applications for data collection. Considering these specialized needs, which are the top 10 large CRMs in 2025?



The 2025 Digital Transformation Report

Thinking of embarking on a ERP journey and looking for a digital transformation report? Want to learn the best practices of digital transformation? Then, you have come to the right place.

Download Now

Criteria

  • Definition of large organizations. More than $1B in revenue or more than 1000 employees. Might be publicly traded and operating in more than ten countries. Global regulations for privacy and data sharing.
  • Overall market share/# of customers. Higher market share among large companies ranks higher on our list.
  • Ownership/funding. Funding through well-capitalized firms as well as public equity, drives a higher ranking on this list.
  • Quality of development. Cloud-native capabilities and modern development drive higher rankings on our list.
  • Community/Ecosystem. Communities with a heavier presence of large logos drive higher rankings on this list.
  • Depth of native functionality for specific industries. Native industry-specific capabilities without requiring add-ons command higher rankings on this list.
  • Quality of publicly available product documentation. Publicly available documentation with a productized release cycle for documentation drives higher rankings on this list. 
  • Larger company market share. The higher the focus on large companies, the higher the ERP system ranks on our list.
  • Ability to natively support diversified business models. The ability to support diverse business models in the same product scores a higher ranking on this list.
  • Acquisition strategy aligned with large companies. The more aligned the acquisitions are with the large companies, the higher it ranks on our list.
  • User Reviews. User reviews concentrated with large companies command higher rankings on our list.
  • Must be a CRM product. It can’t be a module of an ERP system. It must be a best-of-breed CRM system, preferably recognized in the CRM category by leading analyst firms.

10. ServiceNow

ServiceNow is not traditionally seen as a major CRM player and holds a limited market share in the CRM space. Its primary focus has been on IT-centric workflows and device or asset management processes. This makes it particularly strong in industries like telecom, where large IT departments and extensive asset management are key. ServiceNow’s strength lies in enabling sophisticated workflow automation, which is crucial in CRM operations, making it a standout choice for businesses requiring such capabilities. Hence, ServiceNow has secured the #10 spot on our list of top large CRMs.

Strengths 
  • Data center and IT-centric operational processes. For data centers or IT-centric verticals, CRMs must cater to industry-specific needs, particularly in CPQ  processes. These CPQ functionalities must integrate seamlessly with operational systems. 
  • Workflow automation. Even though most CRM systems claim similar capabilities, ServiceNow excels in managing workflows more effectively, particularly for enterprise enablement. 
  • Enterprise security and customizability​. This includes handling comprehensive GRC processes and integrating hybrid technologies.
Weaknesses 
  • Not as well adopted as a CRM solution. They are not as well adapted as the CRM solution compared to other CRM systems on this list.
  • Requires substantial consulting expertise to be successful. It is a highly technical system, often requiring significant consulting support for successful implementation. Unlike many other CRM systems, it may lack pre-built workflows, necessitating deep enterprise architecture and IT expertise to tailor the system effectively to an organization’s needs.
  • Upstream marketing​. It is going to be fairly limited as well. They are not going to be natively built as part of the platform.

9. LeadSquared

LeadSquared is a unique system with a strong industry focus. It is commonly found in sectors like public sector, education, and BSFI. While it has proven capability of handling enterprise workloads in larger market segments, its approach is highly prescriptive. For organizations operating in specific industries, such as public sector education or BFSI, where business models are stable and unlikely to evolve significantly, LeadSquared offers valuable industry-specific capabilities. These features can help streamline operations but may require a significant consulting budget to customize beyond standard CRM functionalities. Therefore, LeadSquared has secured the #9 spot on our list of top large CRMs.

Strengths 
  • Customizable. While customizable, LeadSquared doesn’t offer the same level of flexibility as ServiceNow. In contrast, LeadSquared provides a more business-focused model, catering to different needs but offering less customization.
  • Well adopted among large public sector and education companies. This has been proven by a large number of logos in the public sector and education companies.
  • Student accounts management​. LeadSquared also supports student account management workflows, which are essential for educational institutions. These workflows, including student account management, student cloud, or student information systems, need seamless integration with CRM processes.
Weaknesses 
  • Limited security layers. Its security model may not support as many enterprises as with larger systems designed to support the complex organizational structure of Fortune 500 companies.
  • Portal stability. Users have reported issues with portal stability, so buyers are encouraged to vet these capabilities thoroughly if they are likely to be your critical needs.
  • Not as well adopted as a mainstream CRM​. While it’s proven in the niche industries, it’s not as diverse as other mainstream CRM systems on this list.

8. Sugar CRM

SugarCRM is heavier on downstream operational customer-facing processes. Unlike other CRMs on this list primarily designed with an upstream focus, the detailed transactional layers are especially suitable for large companies running on manufacturing ERPs. It also has unique subscription-centric capabilities, making it appealing to IT and financial services industries. While some lower enterprises may be using Sugar CRM at the divisional level, it’s not as proven in the large segment as some of the other larger options on this list, securing its spot at #8 on our list of top large CRMs.

Strengths
  • BPM for complex ad-hoc use cases. They offer a comprehensive BPM solution, positioning it as a low-code, no-code workflow system designed for handling complex, ad hoc use cases. 
  • Alignment with ERPs and subscription-based functionality. Its financial layers are crucial for customer-centric workflows in ERP-centric industries. Its subscription-based functionality is especially relevant for IT and financial services.
  • Integrated project management module​. This capability is likely more suitable for organizations where project management processes are closely integrated with sales processes rather than with accounting.
Weaknesses 
  • Not as diverse. SugarCRM targets very specific industries, so it might not be the best fit for large companies active with M&A cycles due to their ever-evolving business model.
  • Integration and ecosystem. The integration and ecosystem are not as advanced as those offered by some other CRM systems.
  • Marketing automation​. While SugarCRM has marketing automation capabilities and might be friendlier for companies that might not appreciate the expensive and ever-increasing price tag of platforms such as HubSpot, making it friendlier for large companies with limited budgets.

7. HubSpot CRM

HubSpot CRM is an excellent choice for large companies using it alongside another CRM designed for operational downstream use cases. Its scope in this market segment is limited due to its inability to handle complex transactional workflows, such as sales compensation or territory planning. These workflows require robust data layers that are not part of HubSpot’s model. Hence, HubSpot CRM has secured the #7 spot on our list of top large CRMs.

Strengths 
  • Marketing automation. HubSpot CRM excels in marketing automation, offering robust capabilities. If your primary goal is connectivity and traceability with the website, this system could be an excellent choice.
  • Ecosystem and integration. It also offers a strong ecosystem and integration options supported by an extensive community. If certain capabilities are not available natively, the ecosystem often provides alternative solutions.
  • Omnichannel tracking across channels​. The biggest plus with HubSpot is its omnichannel traceability, especially across upstream marketing channels
Weaknesses 
  • Limited customizability. HubSpot’s customizability is somewhat limited, which can be a key drawback for this market segment. As a result, businesses may outgrow HubSpot relatively quickly.
  • Limited operational capabilities. The operational capabilities are not as detailed as some of the other CRM systems. 
  • Not suitable for large companies unless used for marketing automation in conjunction with another CRM​. HubSpot CRM may not be the best fit for this market segment unless it is being used specifically for marketing automation purposes.

6. Zoho CRM

Zoho CRM offers more operational capabilities than systems like HubSpot CRM. However, its data model lacks the tight integration found in some other CRM systems. The apps within Zoho are relatively disconnected, making it less suitable for the global consolidation of customer experience workflows across multiple geographic regions. For instance, if a company operates in several countries and aims to centralize customer-centric processes, Zoho may face limitations. Its data centers may not effectively communicate, restricting the ability to consolidate customer-centric workflows. Therefore, it has secured the #6 spot on our list of top large CRMs.

Strengths 
  • Data model similar to Salesforce for building complex workflows. The data model closely resembles Salesforce, offering robust technical capabilities for creating complex workflows. 
  • Great capabilities with sales comp and territory planning. From a sales compensation and territory planning standpoint, Zoho offers significant capabilities. However, its less integrated data model may pose challenges in fully enabling these features.
  • Integration with other Zoho apps​. Zoho CRM excels in integrating with other Zoho applications. While this may be less critical in certain market segments, it becomes highly relevant if you require integration with project management tools, as Zoho offers comprehensive capabilities in this are
Weaknesses
  • Not as integrated in the upstream ecosystem. The upstream ecosystem and integration are not as developed as other leading options such as HubSpot or Salesforce.
  • Not as open ecosystem as HubSpot or Salesforce. Zoho is less open, making HubSpot or Salesforce a more popular recommendation among vendors due to their stronger integration with them.
  • Not as well adopted among large companies​. Not as well adopted among large companies, Zoho CRM is more suitable for smaller to mid-sized businesses.
Zoho CRM vs Microsoft Dynamics

5. Creatio

Creatio is a highly technical system, comparable to platforms like ServiceNow or Pega. It is well-suited for organizations with unique or unconventional sales processes requiring extensive customization. This system is ideal for large companies seeking to implement highly tailored CRM workflows. Creatio’s low-code/no-code capabilities make it a strong choice for enabling complex workflows without extensive programming, providing flexibility for businesses with specialized needs. Therefore, it has secured the #5 spot on our list of top large CRMs.

Strengths 
  • Customizability. The biggest benefit of Creatio is its customizability because of its fluid technical model, which will have much higher scalability for ad-hoc processes than any business-centric business objects and platforms exposed by most systems on this list.
  • Integration and ecosystem. You have greater flexibility in terms of integration options and exploring various features within their ecosystem.
  • Deployment flexibility. For instance, if you’re working with a tight budget and are concerned about licensing costs, they may assist you in deploying the system on another cloud platform.
Weaknesses 
  • Clunky UI. Because of which, you’ll need to build all the necessary boilerplate components that are typically included in systems like HubSpot or Salesforce.
  • Marketing automation not as intuitive. While they might mimic some marketing automation capabilities, it might not be as intuitive as platforms designed for marketing automation, such as HubSpot.
  • Not as well adopted among large companies. Not as well adopted among large companies, Creatio is often seen as more suitable for smaller to mid-sized businesses, so it will fit large companies in the lower enterprise segment.

4. SAP C/4 HANA

SAP C/4HANA is ideal for companies operating in industries with high transaction volumes and strict regulatory requirements. For instance, in sectors like medical devices or pharmaceuticals, CPQ workflows often need to adhere to regulatory constraints. Similarly, in financial services, customer workflows involve stringent restrictions that demand robust enablement within CX processes. Smaller systems may lack the necessary layers or hierarchies to handle such complexities effectively. With SAP C/4HANA, businesses benefit from both extensive customization capabilities and advanced security layers to support and control these workflows seamlessly. Hence, it has secured the #4 spot on our list of top large CRMs.

Strengths 
  • Operational workflows. The operational workflows will generally be much more comprehensive, offering deeper and more advanced capabilities for implementing sales funnel scenarios or territory planning scenarios.
  • CPQ. The CPQ processes are especially friendlier for industrial companies implementing configurator-driven 3D experience, which might be challenging with other systems using an external CPQ and configurator because these processes require tightly embedded data sets among these systems.
  • Complex sales comp processes and regulated product releases​. The system allows the implementation of all those complex regulatory workflows, including sales compensation and territory planning workflows, effectively.
Weaknesses
  • Marketing automation. The marketing automation capabilities are generally limited, so an external tool may be necessary, which is acceptable, but it won’t provide as much integration. 
  • Need substantial consulting support for integration. From a traceability standpoint, maintaining the required data layers and enabling those workflows will require significant consulting support for customization.
  • Ecosystem and integration with marketing-centric vendors​. Other systems tend to offer more seamless integration between marketing automation, CMS, and operational workflows.
Salesforce vs SAP C/4 HANA CRM

3. Oracle CX Cloud

Oracle CX Cloud offers robust CRM capabilities, particularly excelling in areas like traceability for ad spend and CPQ processes. Its strengths often surpass those of SAP C/4HANA, depending on the industry. For instance, in retail-focused sectors with consumer-driven workflows, Oracle CX Cloud stands out with its superior marketing automation and customer experience features. Similarly, in telecom verticals, which often have consumerized workflows, Oracle enjoys a strong market presence. Additionally, for public sector and nonprofit organizations, Oracle provides highly integrated products that align seamlessly with CRM workflows, making it a standout choice for these industries. Hence, Oracle secures the #3 spot on our list of top large CRMs.

Strengths 
  • Enterprise-grade marketing automation product. It offers an enterprise-grade marketing automation product, similar to Pardot, which is tightly integrated with its CRM workflows, providing robust marketing and automation capabilities.
  • CPQ. The CPQ processes are especially friendlier for telecom and media companies because of their data model, which might be challenging with other systems using an external CPQ and configurator because these processes require tightly embedded data sets among these systems.
  • Field service workflows embedded with the core CRM processes. Salesforce also offers a field service portfolio, making it suitable for industries like oil and gas or public sector verticals that require omni-channel traceability and the ability to integrate these capabilities effectively.
Weaknesses 
  • Upstream marketing integrations and ecosystem. The upstream marketing integration and ecosystem are comparable to those found in solutions like SAP C/4HANA.
  • Requires consulting help. Maintaining the required data layers and enabling those workflows will require significant consulting support for customization.
  • Change management​. Since the platform is relatively large and technical, substantial change management is required to be successful.
LinkedIn - Salesforce vs Oracle Cloud CX

2. MS Dynamics 365 Apps 

Microsoft Dynamics 365 CE is ideal for companies seeking a highly customizable CRM system with enterprise-grade capabilities. While the platform is designed with a business-centric approach, it offers extensive flexibility for customization, allowing users to tailor the system to their specific needs. However, implementing such customizations often requires hiring skilled developers, unlike more user-friendly systems like HubSpot, where marketers can handle certain tasks independently. For organizations with complex enterprise scenarios that demand advanced customization, Microsoft Dynamics 365 CE proves to be a strong and relevant choice.

Strengths 
  • Power platform. This allows for building custom apps on top of the CRM and facilitating data collection for workflow automation. This capability is particularly advantageous for service-centric industries, which often require managing ad hoc workflows. 
  • Data model designed for complex operational use cases. Unlike other smaller systems with substantial constraints to their custom objects exposed for ease of use, MS offers a developer-friendly customization layer, allowing the overriding of most capabilities.
  • Ecosystem and integrations​. The ecosystem and integrations offer a wide array of add-ons and tools specifically tailored to various industries.
Weaknesses 
  • Upstream marketing capabilities. While stronger with CDP capabilities, the execution capabilities combining various business models are not as robust, requiring dedicated marketing automation tools for each business model.
  • Upstream marketing integrations. Upstream marketing integration would be limited compared to other ecosystems for specific business models such as B2B or B2C, which are likely to be stronger with dedicated tools for those industries, such as HubSpot for B2B and Klaviyo for B2C.
  • Steep learning curve​. Due to its data and process model designed for enterprise workflows, the learning curve would be steep.

1.  Salesforce CRM

Salesforce offers capabilities comparable to Microsoft Dynamics 365 CE, supporting complex transactional and operational models to develop advanced customer-centric workflows. It is particularly suited for large enterprises looking for a robust, enterprise-grade CRM suite to meet their intricate business requirements. Hence, Salesforce CRM has secured the #1 spot on our list of top large CRMs.

Strengths
  • Pre-populated industry templates. Certain industry templates, such as those for financial services, education, and non-profits, come pre-populated within the service packs. However, challenges may arise if processes vary substantially from the service packs, as their model is generally highly constrained. 
  • Highly customizable. The core platform offers substantial customization capabilities, exposing the entire UI, service, or data layers for developers to override the capabilities, which is generally limited with other platforms.
  • Enterprise territory planning and sales comp. Territory planning and sales comp capabilities are enterprise-grade or large, complex organizations.
Weaknesses 
  • Marketing automation products not as embedded with the core CRM objects. Salesforce’s marketing automation product is not as tightly integrated with its core CRM objects, which can be a significant drawback. This may be a challenge for businesses requiring a deeply connected experience with marketing automation workflows.
  • Expensive. Generally, Salesforce is one of the most expensive CRMs out of all platforms due to its enterprise-grade capabilities so it might not be the best fit for large companies limited on budget.
  • Data models might not be as customizable for complex relational use cases​. The data model may lack the level of customizability needed for certain relational use cases.
Salesforce vs Zendesk, Comparison Report

Conclusion

In conclusion, selecting the right CRM for large enterprises is a critical decision that hinges on understanding the unique needs of the organization. Each platform on this list offers distinct strengths tailored to various industries and business models, from advanced marketing automation to intricate operational workflows. The top CRMs distinguish themselves by balancing customization, scalability, and native functionalities while addressing the complexities of global operations.

However, no CRM is without its limitations. Factors such as integration capabilities, ease of customization, and cost considerations play a significant role in determining the best fit. While this list offers valuable insights, seeking advice from an independent CRM consultant can greatly enhance the implementation success.

FAQs

Top 10 Mid-Sized CRMs In 2025

Leave a Comment / Blog, CRM, Enterprise Architecture / By / April 13, 2025

Mid-market companies, like any other market segment, have distinct complexities that require tailored CRM capabilities. Having outgrown small business CRMs, they now face challenges that were less relevant in their earlier stages. This realization allows them to justify a larger implementation budget to address obstacles hindering growth. At this stage, the focus often shifts to strengthening revenue operations, with an emphasis on territory planning and compensation alignment driving revenue growth. In contrast, small businesses typically rely on multiple tools within their marketing tech stack, creating a need for consolidation to unlock cross-departmental synergies as they scale.

The need for diverse business models and varying sales cycles drives demand for customizable platforms that unify layered business objects and their interactions. This allows teams to collaborate effectively on a single system. For example, in media, sponsorship, and events, teams may share contacts, while in non-profits, fundraising and constituent management teams often overlap. Cross-departmental insights can boost pipelines but are often hindered in the small business phase due to data silos, as limited budgets and one-dimensional systems designed for specific business model lead to fragmented CRMs and reduced collaboration.

Top 10 Mid-Sized CRMs In 2025

While some level of consolidation is possible in the mid-market segment, global teams may still operate on separate CRM instances with limited collaboration and synergy. This is often due to varying privacy and compliance laws across geographies, which can make enterprise-grade systems appear overly complex. Additionally, mid-sized CRMs may lack features like layered approval flows, as these are often deemed unnecessary for smaller teams where detailed permission and approval layers are less critical. Considering these unique needs, what are the top 10 mid-sized CRMs for 2025? Ready to dive into the discussion?



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Criteria

  • Definition of mid-size organizations. $100M-$1B in revenue or less than 1000 employees. They might be operating in fewer than ten countries. Getting the proper planning and scheduling is critical for growth. The integration of processes and systems is essential to plan and scale.
  • Overall market share/# of customers. Higher market share among mid-market companies ranks higher on our list.
  • Ownership/funding. Funding through well-capitalized firms as well as public equity, drives a higher ranking on this list.
  • Quality of development. Cloud-native capabilities and modern development drive higher rankings on our list.
  • Community/Ecosystem. Communities with a heavier presence of mid-market logos drive higher rankings on this list.
  • Depth of native functionality for specific industries. Native industry-specific capabilities without requiring add-ons command higher rankings on this list.
  • Quality of publicly available product documentation. Publicly available documentation with a productized release cycle for documentation drives higher rankings on this list. 
  • Mid-market market share. Higher revenue segmentation among mid-market companies drives higher rankings on this list.
  • Ability to natively support diversified business models. The ability to support diverse business models in the same product scores a higher ranking on this list.
  • Acquisition strategy aligned with mid-market. Acquisitions prioritizing mid-market segments command a higher ranking on this list.
  • User Reviews. User reviews concentrated with mid-market companies command higher rankings on our list.
  • Must be a CRM product. It can’t be a module of an ERP system. It must be a best-of-breed CRM system, preferably recognized in the CRM category by leading analyst firms.

10. Keap

Keap, with its strong presence in the small business market, may suit some mid-market companies with simpler needs, lower implementation budgets, and a preference for ease of use. However, its limitations in supporting layered custom objects and complex business models make it less ideal for organizations with diverse sales cycles, placing it at #10 on our list of top mid-sized CRMs.

Strengths 
  • HIPAA compliance. Although its capabilities are limited, Keap stands out as one of the few CRM systems in the market that supports HIPAA-compliant information storage.
  • Workflows. Although Keap is a relatively small system, it offers workflows within its object structure. This includes capabilities like marketing automation workflows and field updates triggered by specific actions.
  • Building complex funnels​. Building complex funnels is possible with Keap, though limitations can arise. These limitations may not always be technical; sometimes, they are due to licensing, depending on the selected tier.
Weaknesses 
  • Limited capabilities for territory planning. Some other limitations with the Keap system include limited capabilities for territory planning, which may be essential in this market segment. Keap may be restricted in this area due to its security architecture and the specific capabilities required for territory planning. 
  • Limited sales comp capabilities. The sales comp capabilities are fairly limited as well, because the target market of Keap is relatively smaller.
  • Limited workflow and security. While Keap includes workflow and security layers, these are quite limited. It’s essential to conduct thorough due diligence by mapping out required workflows, defining security needs, specifying roles, and identifying necessary capabilities. Documenting these requirements in advance helps ensure you ask targeted questions aligned with your workflow priorities and system design plans when evaluating Keap.

9. Zendesk Sell

Zendesk Sell is quite similar to Keap, offering a relatively restrictive and rigid model. It is primarily targeted at smaller businesses, not necessarily the mid-market segment. However, we’ve seen some mid-market companies using it as well, but often for limited purposes. For instance, even if a large company, such as one worth a billion dollars, is listed as using Zendesk Sell, it may only be adopted by one division, which limits its overall scope. So, while it may appear to serve larger companies, its usage is often more confined and has a smaller scope overall. Hence, it has secured the #9 spot on our list of top mid-sized CRMs.

Strengths 
  • Intuitive interface. The strengths of Zendesk include a modern and intuitive interface, similar to Keap, as both are relatively newer systems. At first glance, Zendesk appears user-friendly, but as usage deepens, limitations may become apparent in terms of available options.
  • Customer service-centric workflows. The suite also includes customer service-centric workflows, so if customer experience touchpoints are part of the integration, these are available. However, despite being from the same vendor, the integration within the suite remains relatively light.
  • Easy and inexpensive implementation. Flattened data models and hierarchies make it easier to use and implement for mid-market companies with straightforward sales cycles.
Weaknesses 
  • Weaker marketing automation. The marketing automation capabilities are not as rich as some of the other systems that we have on this list. 
  • Limited capabilities for territory planning. Just like Keap the territory planning, capabilities are going to be fairly lean.
  • Limited sales comp capabilities. Sales comp capabilities are a slightly mature feature, they are going to be part of slightly bigger systems. So Zendesk and Keap, they are fairly smaller systems.
Salesforce vs Zendesk, Comparison Report

8. ActiveCampaign

ActiveCampaign originally started as a marketing automation system, and its design reflects that focus. While it has expanded its capabilities to include CRM features, its object structure is still more aligned with marketing automation than with downstream processes. If you frequently send a large volume of emails, ActiveCampaign may be a more cost-effective option, as its pricing model is friendlier for volume requirements due to its closer alignment to B2C verticals. However, some users have reported significant price increases. Therefore, it has secured the #8 spot on our list of top mid-sized CRMs.

Strengths
  • Community enablement and engagement tracking. While systems like Marketo and Salesforce also offer community functionality, their approach differs from ActiveCampaign. ActiveCampaign focuses more on events and omnichannel traceability within the community engagement framework. 
  • B2C Capabilities. Unlike other systems designed purely for B2B use cases, ActiveCampaign has pre-built workflows with most leading eCommerce systems along with transactional emails. It can also support complex, franchise-based business models that have flavors of both B2B and B2C.
  • Cost of bulk emails​. Cost is likely to be a consideration when it comes to bulk emails, and if that’s important to you, ActiveCampaign could be an excellent choice.
Weaknesses 
  • CRM data layers limited for B2B businesses. The CRM data layer might not be as relevant for B2B scenarios, especially for businesses with complex requirements like managing MDF funds or conducting detailed budget tracking. 
  • Limited capabilities for territory planning. Advanced features such as territory planning, which are found in systems that are stronger in downstream processes, are relatively limited.
  • Limited sales comp capabilities​. Just like territory planning features, sales comp features are equally limited as those of other systems on this list.

7. Creatio

Creatio is a low-code/no-code platform with many pre-built processes for CRM workflows. Not only can you enable CRM processes, but if you need additional processes for customer experience (CX), Creatio provides significant flexibility to accommodate those as well. Hence, it has secured the #7 spot on our list of top mid-sized CRMs.

Strengths 
  • Customizability. The biggest benefit of Creatio is its customizability because of its fluid technical model, which will have much higher scalability for ad-hoc processes than any business-centric business objects and platforms exposed by most systems on this list.
  • Integration and ecosystem. You have greater flexibility in terms of integration options and exploring various features within their ecosystem.
  • Deployment flexibility. For instance, if you’re working with a tight budget and are concerned about licensing costs, they may assist you in deploying the system on another cloud platform.
Weaknesses 
  • Expensive. It can be quite expensive, as they require significant consulting support and solution architecture expertise to enable workflows. It’s important to keep this in mind, as the costs can add up. However, if you have highly customizable workflows, such as in industries like real estate or the public sector, these systems are invaluable, as they support non-traditional sales processes that differ significantly from the norm.
  • Clunky UI. Because of which, you’ll need to build all the necessary boilerplate components that are typically included in systems like HubSpot or Salesforce.
  • Marketing automation not as intuitive​. While they might mimic some marketing automation capabilities, it might not be as intuitive as platforms designed for marketing automation, such as HubSpot.

6. Sugar CRM

SugarCRM is an ideal fit for industrial mid-sized companies that are heavier on downstream operational customer-facing processes. Unlike other CRMs on this list primarily designed with an upstream focus, the detailed transactional layers are especially suitable for companies on manufacturing ERPs. It also has unique subscription-centric capabilities, making it appealing to IT and financial services industries, securing its spot at #6 on our list of the top mid-sized CRMs.

Strengths 
  • BPM for complex ad-hoc use cases. They offer a comprehensive BPM solution, positioning it as a low-code, no-code workflow system designed for handling complex, ad hoc use cases. 
  • Alignment with ERPs and subscription-based functionality. Its financial layers are crucial for customer-centric workflows in ERP-centric industries. Its subscription-based functionality is especially relevant for IT and financial services, a limitation requiring add-ons to integrate with other systems.
  • Integrated project management module​. This capability is likely more suitable for organizations where project management processes are closely integrated with sales processes rather than with accounting.
Weaknesses
  • Not as diverse. SugarCRM targets very specific industries, so if your business model includes elements outside of their core expertise, it might not be the best fit as layers relevant to their core industries, such as industrial or IT might come across as bloated and unnecessary for other industries.
  • Integration and ecosystem. The integration and ecosystem are not as advanced as those offered by some other CRM systems.
  • Marketing automation​. While SugarCRM has marketing automation capabilities and might be friendlier for companies that might not appreciate the expensive and ever-increasing price tag of platforms such as HubSpot, marketing automation capabilities would not be as detailed as systems richer in upstream marketing processes.

5. Pipedrive CRM

Pipedrive CRM shares similarities with other prescriptive CRMs on this list, like Zendesk Sell and Keap, but offers slightly more robust features for mid-market organizations. Its capabilities include CPQ layers, natively-built document-triggered workflows, and data-driven functionalities, making it particularly appealing for mid-market B2B companies. While it works well for organizations with straightforward needs, it falls short for upper mid-market companies requiring a customizable platform for ad-hoc processes. This positions Pipedrive at #5 on our list of top mid-sized CRMs.

Strengths 
  • Workflow automation. Although not as advanced as larger platforms like HubSpot, Pipedrive supports basic workflow capabilities for moving data within or across business objects.
  • Similar look-and-feel as HubSpot. Pipedrive CRM shares a similar look and feel with HubSpot, making it an excellent option for users familiar with HubSpot, as it minimizes training and adoption challenges.
  • Easy customization of reports and goal setting​. Pipedrive also provides highly customizable reports and goal-setting features. While most mainstream CRMs offer robust reporting capabilities, they often lack pre-built options tailored to specific needs, potentially requiring significant consulting resources to develop the desired reports.
Weaknesses 
  • Weak data structure for complex B2B companies. The data structure in Pipedrive may be less robust from a B2B perspective. Like other prescriptive CRMs designed for B2B, it may not offer as detailed or rich a data hierarchy.
  • Limited data import and export functionality. Users report limitations with their data import and export functionality. It’s not as detailed as with Salesforce or HubSpot.
  • Limited customizability​. The custom objects are lighter than HubSpot, and they could be limited for ad-hoc sales processes that can’t be supported by the vanilla sales process built with most CRM systems.

4. HubSpot CRM

HubSpot CRM is ideal for mid-sized companies focused on upstream marketing, offering a robust B2B ecosystem with content-driven workflows, omnichannel traceability, and a native CMS. However, its downstream workflow capabilities are less developed, making it less suitable for industries like real estate or non-profits that require flexible downstream processes. For larger companies, pairing HubSpot with a CRM focused on downstream workflows may be a better fit, earning HubSpot the #4 spot on our list of top mid-sized CRMs.

Strengths 
  • One tool to centralize all customer channels. HubSpot can provide omnichannel traceability with most upstream marketing channels, including its native CMS.
  • Ecosystem and integration. The ecosystem and integrations provide extensive flexibility, with a wide selection of apps available in the marketplace. This ensures robust integration capabilities, including support for third-party CMS solutions.
  • Comprehensive options to integrate with CMS. External CMS options work well for basic data collection forms, but when workflows require back-and-forth triggers and sequential steps, tighter integration with a native CMS, like HubSpot’s, becomes essential.
Weaknesses
  • Data model not friendly for complex operational use cases. The data model is less suited for highly complex operational use cases compared to platforms like Salesforce and Microsoft Dynamics CRM.
  • Limited customizability. HubSpot’s custom objects are more advanced than those of smaller platforms but are less customizable than those offered by Salesforce or Microsoft Dynamics, making it limiting for industries requiring highly ad-hoc downstream workflows.
  • Limited capabilities for territory planning and sales comp​. Downstream marketing requires more robust data correlation and structure, which is where systems like Salesforce and Microsoft Dynamics excel, making them better suited for these needs.

3. Zoho CRM

Zoho CRM is ideal for mid-market companies seeking operational and transactional capabilities from a downstream perspective. While it offers some upstream marketing features, they are not as robust as those in HubSpot, especially in areas like CMS capabilities. Zoho’s integration and ecosystem are also more limited, particularly for upstream marketing needs such as working with ad vendors or telephony providers. Although Zoho excels within its app portfolio, it offers fewer third-party integrations compared to platforms like HubSpot or Salesforce, earning it the #3 spot on our list of top mid-sized CRMs.

Strengths 
  • Data model similar to Salesforce for building complex workflows. The data model is very similar to Salesforce for building complex workflows.
  • Great capabilities with sales comp and territory planning. Zoho CRM provides detailed features that simplify managing complex scenarios such as sales call management, compensation planning, territory planning, and user security workflows.
  • Integration with other Zoho apps​. Zoho apps offer light integration with each other, operating on separate databases. While data can be transferred between them when needed, the communication is relatively basic and not as seamlessly embedded as in systems where all apps share the same data model or database.
Weaknesses 
  • Not as integrated in the upstream ecosystem. While Zoho has some capabilities for upstream marketing use cases, they are not as developed as tools designed for upstream marketing use cases such as HubSpot.
  • Not as open an ecosystem as HubSpot. Compared to HubSpot or Salesforce, Zoho is not as well integrated and adopted by third-party apps and vendors. 
  • Might require consulting help for implementation​. Zoho’s data model is layered and built for complex mid-market companies, supporting various business models and processes that often require consulting expertise.
Zoho CRM vs Microsoft Dynamics

2. Microsoft Dynamics 365 CE 

Microsoft Dynamics 365 CE is a complex CRM designed to support customizable workflows. If you’re seeking enterprise-grade capabilities, particularly for advanced processes like sales compensation planning and territory planning, Microsoft Dynamics 365 CE is likely the right system for you. Hence, it has secured the #2 spot on our list of top mid-sized CRMs.

Strengths 
  • Customizability. One of the key strengths of Microsoft Dynamics 365 CE is its high degree of customizability. You can modify or override business objects, create new ones, and design custom interactions. This flexibility allows you to build tailored solutions using your preferred programming language or custom applications within the Dynamics 365 CE system.
  • Integration with field services workflows. Integration with field service workflows is a feature you may not find in smaller CRM systems. However, for certain industries, such as insurance, residential services, or industries like construction, this integration is essential. It supports customer touchpoints within the sales process, making it a critical requirement for those sectors.
  • Sales comp, and territory planning needs​. Microsoft Dynamics 365 CE includes workflow management, sales tracking, and territory planning capabilities, which are generally more advanced compared to smaller CRM systems.
Weaknesses 
  • Upstream marketing integration. While the ecosystem has several options, the upstream marketing ecosystem and integrations are not as developed as HubSpot or Salesforce, requiring custom integration and consulting help.
  • Requires consulting help. Given that this is a highly sophisticated CRM, you will likely need significant consulting support. 
  • Limited marketing automation capabilities​. While it offers some marketing automation capabilities, they are limited compared to more detailed features found in platforms like HubSpot, Marketo, or ActiveCampaign.

1.  Salesforce

Salesforce is an excellent choice for mid-market companies seeking a comprehensive suite with enterprise-grade capabilities. While Salesforce has one of the most developed ecosystems, omnichannel traceability and CMS integration can be a challenge. For companies requiring advanced downstream platforms and content workflows across channels, combining Salesforce with a marketing automation system like HubSpot is a superior solution. This secures Salesforce the #1 spot on our list of top mid-sized CRMs.

Strengths
  • Industry packs. Industry packs are included with the Salesforce suite and can be purchased directly, but customizing them may be challenging due to licensing restrictions. It’s important to assess how well they align with your data hierarchy and processes. If your processes significantly differ from the predefined custom objects, starting from scratch may be a better option.
  • Workflow security. One of Salesforce’s key strengths lies in its enterprise-grade workflow security, making it ideal for larger mid-market organizations requiring controlled access to CRM workflows. 
  • Territory and comp planning​. Territory and sales comparisons are unlikely to pose challenges with Salesforce, thanks to its sophisticated capabilities.
Weaknesses 
  • Data model is not as relational as MS for complex operational use cases.  Salesforce’s data model may not be as relational as Microsoft Dynamics CRM, although it offers deeper data layers compared to platforms like HubSpot. 
  • Marketing automation workflows not as embedded. Salesforce’s marketing automation workflows aren’t as seamlessly integrated as those of platforms like HubSpot, leading many companies to pair Salesforce with additional tools like Marketo or HubSpot to bridge the gap. This reliance on external tools can pose a challenge.
  • Expensive​. Salesforce tends to be quite costly overall, both in terms of consulting services and licensing fees.
LinkedIn - Salesforce vs Oracle Cloud CX

Conclusion

Choosing the right mid-market CRMs involves striking a balance between functionality, scalability, and affordability. While small-business CRMs may no longer suffice for companies facing the complexities of diverse business models, larger enterprise-grade systems might feel overwhelming or unnecessary for smaller teams. This list of the top 10 mid-sized CRMs for 2025 highlights the varied capabilities of different platforms, offering insights into their strengths and limitations.

Each CRM on the list has unique strengths, such as HubSpot’s upstream marketing capabilities or Zoho’s operational depth. The rankings consider factors like market share, customization options, integration ecosystems, and user reviews. While no single system fits all needs, the guide provides a comprehensive overview to help mid-market businesses choose a CRM that aligns with their growth goals and operational requirements. While this list offers valuable insights, seeking advice from an independent CRM consultant can greatly enhance the implementation success.

FAQs

Top 10 CRMs For Small Businesses In 2025

Leave a Comment / Blog, CRM, Enterprise Architecture / By / April 13, 2025

As smaller businesses outgrow the startup phase, they often need to consolidate data silos. But, with their limited budgets (and somewhat misaligned functions), complete consolidation may be challenging at this stage. Unlike startups, which generally struggle to build a consistent go-to-market strategy due to their limited customer base, smaller businesses commonly have a relatively streamlined approach to the market. However, their current scale doesn’t justify streamlined compensation structures or formally defined sales territories just yet.

CRMs in this segment typically offer somewhat scalable options to support various business models, though customization is often limited by constrained budgets. These systems are generally easier to configure, featuring user-friendly interfaces that simplify customization. However, they may lack advanced customization capabilities, which are seen in larger platforms. Comparing it among different business models, B2B small businesses often require more rigorous traceability for content marketing channels, even if their operational and transactional workflows are less robust. In contrast, B2C small businesses might integrate their CRMs with POS and eCommerce systems but are less likely to have a CDP (or other advanced integrations within their CRM stack).

Top 10 CRMs For Small Businesses In 2025

As for their product design strategy, CRMs for small businesses often include bundled features such as marketing, sales, customer service, and field service (in a single package). Their ecosystems may include other integrated offerings – to offer an optimal experience (across various industries). Common use cases can include integrations with emergency communication platforms, telephony systems, and data providers. While they might support integration with some external systems, more advanced features like auto-routing or ranking are typically absent. Ready to dive into the options uniquely designed for this market segment?



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Criteria

  • Definition of small organizations. $10-100 mil in revenue or 25-300 employees. Low implementation budget up to $100K. No appetite for integration or custom development. Some systems (and processes could remain siloed). Little to no planning is needed.
  • Overall market share/# of customers. Higher market share among small businesses ranks higher on this list.
  • Ownership/funding. Refined product roadmaps and management’s clarity with product vision rank higher on our list.
  • Quality of development. Modern cloud-native capabilities and unified user experience rank higher on our list.
  • Community/Ecosystem. Communities with a heavy presence in the small businesses market segment would drive a higher ranking for the product.
  • Depth of native functionality for specific industries. Publisher-owned last-mile capabilities for specific industries, as opposed to relying on add-ons, rank higher on this list.
  • Quality of publicly available product documentation. The quality of user and developer documentation drives a higher product ranking.
  • Small business market share. Specific market share among small businesses drives a higher ranking on this list.
  • Ability to natively support diversified business models. The diversity of the product to accommodate many business models drives higher on this list.
  • Acquisition strategy aligned with smaller businesses. Recent acquisitions aligned to the startup market segment drive higher rankings on this list.
  • User Reviews. User reviews from the startup market segment drive a higher ranking on this list.
  • Must be a CRM product. It can’t be a module of an ERP system. It must be a best-of-breed CRM system, preferably recognized in the CRM category by leading analyst firms.

10. Monday.com

Monday.com is a great option for smaller companies needing a CRM with customizable workflows. Although Monday.com and ClickUp are similarly positioned in the market, monday.com is more project-management-focused and not primarily a CRM, though many companies use it as one. Unlike more restrictive tools, Monday.com offers greater flexibility for customizing processes, though it may require more consulting support. This flexibility is a key difference between ClickUp and Monday.com, yet both hold similar positions in the market and are often used in similar ways by companies. Hence, Monday.com has secured #10 spot on our list of top CRMs for small businesses. 

Strengths 
  • Great capabilities to build simple funnels. Monday.com’s fluid structure very similar to spreadsheets, allows building as many pipelines and funnels as present then in different formats such as swimlanes or spreadsheets.
  • Workflows and integration. Monday.com’s cell-level notification and workflow capabilities are especially appealing for building custom integrations and workflows for ad-hoc processes.
  • Ecosystem​. Monday.com has a sizeable presence of the most popular options companies would require for downstream capabilities.
Weaknesses 
  • Relational relationships. While Monday.com offers the ability to connect boards and display different perspectives, the overall connectivity between boards may not be as relational as required in industries where customer relationships or business objects are hierarchical. In such cases, more advanced capabilities would be needed. However, for simpler relationship structures, Monday.com is a suitable option.
  • Upstream marketing focused integration. Similar to ClickUp, upstream integration options would be limited compared to HubSpot.
  • Omnichannel marketing traceability​. Omni-channel marketing traceability may be a challenge with Monday.com, a feature that is more robust in tools like HubSpot.


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9. ClickUp

ClickUp is primarily a project management, collaboration, and document management tool, but many companies also use it as a CRM due to its versatile platform. One of ClickUp’s strengths is that it offers many capabilities within the same suite, which helps integrate your operational processes. However, its CRM options may be more limited. From a ClickUp perspective, the ecosystem is richer, especially when it comes to operational capabilities within the CRM and other workflows that may be part of your process. Therefore, ClickUp has secured #9 spot on our list of top CRMs for small businesses. 

Strengths 
  • Ecosystem. The ecosystem is much more robust, particularly when considering the CRM’s operational capabilities. 
  • Integration. ClickUp has a robust ecosystem for integration with several other tools that companies might use, especially for project management and workflow automation capabilities.
  • Richer suite with PM, doc management and collab. The project management features are generally more advanced, with strong document management and collaboration tools, particularly for marketing collaboration within ClickUp. This is a major benefit.
Weaknesses 
  • Not a true CRM player. While some companies may use it as a CRM, it is typically because they don’t have extensive CRM needs. Their needs prioritize operational process integration over pure CRM capabilities, especially upstream features offered by other solutions on this list.
  • Upstream marketing integrations. Ecosystem options with upstream marketing might be limited compared to other leading options richer with upstream integrations such as HubSpot.
  • Primarily an operational CRM​. It could be a great fit as an operational CRM for transactional customer-facing workflows but not a fit for upstream marketing workflows.

8. ActiveCampaign

ActiveCampaign offers strong marketing automation and CRM features, similar to HubSpot, but with fewer advanced capabilities. It’s ideal for budget-conscious companies, although they have increased their pricing recently, which is still lower than other comparable tools such as HubSpot. Positioning themselves for both B2B and B2C, their presence is heavier presence in the B2C verticals. Providing capabilities such as branding guidelines control at the parent entity level (while still allowing branch-level execution), their product is also friendlier for companies with physical retail outlets (as well as organizations with franchise business models). Hence, ActiveCampaign has secured the #8 spot on our list of top CRMs for small businesses. 

Strengths
  • Ideal for B2C companies with B2B flavors in their business model. Unlike other tools in the market, such as Braze being a pure-play B2C solution and HubSpot not as integrated for B2C verticals, ActiveCampaign enjoys a unique position with the flavors of both for business models that contain both B2B and B2C workflows.
  • Ideal for franchise-centric business models. The solution has unique layers for franchise-centric business models. These capabilities would not be present in other generalized solutions.
  • Pricing. Although they have increased pricing recently – and removed the limits for unlimited emails, they are still more affordable than similar solutions.
Weaknesses 
  • CRM data layers are limited for B2B businesses. The data layers would be substantially limited for companies with non-standard sales processes. 
  • UX is not as modern as other similar solutions. Users report that UX is not as modern as other competing solutions, such as HubSpot.
  • Not a good fit for downstream workflow use cases. This is primarily used as a marketing automation tool in conjunction with other CRM solutions such as MS Dynamics 365 CRM and Salesforce.

7. Sugar CRM

SugarCRM is an ideal fit for industrial SMBs that are heavier on downstream operational customer-facing processes. Unlike other CRMs on this list primarily designed with an upstream focus, the detailed transactional layers are especially suitable for companies on manufacturing ERPs. It also has unique subscription-centric capabilities, making it appealing to IT and financial services industries, securing its spot at #7 on our list of the top CRMs for small businesses.

Strengths 
  • Detailed operational layers. Unlike other CRMs designed primarily for prescriptive use cases, SugarCRM has detailed business object layers and pre-built capabilities for ERP-centric industrial verticals.
  • Strong alignment with manufacturing ERPs. SugarCRM has pre-built workflows for manufacturing ERPs such as Epicor, SYSPRO, Plex, and many more. The companies in these industries would require detailed object layers that are generally not available with CRMs designed primarily for upstream marketing workflows.
  • Subscription-based capabilities. Unlike other CRM systems that would require an external tool for CPQ and subscription-centric workflows, SugarCRM has that built up natively.
Weaknesses 
  • Upstream workflows. The upstream workflows and integration would be weaker with SugarCRM, requiring an external marketing automation tool for industries heavier on marketing automation and upstream integrations.
  • Ecosystem. While they have come a long way in enabling upstream integrations, the integration ecosystem is not as developed as other mainstream CRM systems such as Salesforce or HubSpot.
  • Not as diverse. The industrial workflows and ERP business objects might not be relevant for other industries and business models, making its scope slightly limiting to certain industries.

6. Keap

Keap is primarily designed for the startup segment and offers limited customizability, security, and workflow capabilities. However, for smaller companies with budget constraints, Keap can be an excellent fit due to its affordability and simplicity. Therefore, Keap has secured the #6 spot on our list of top CRMs for small businesses. 

Strengths 
  • HIPAA compliance. Companies in the healthcare sector require their CRMs to be integrated with EHR platforms – along with HIPAA compliance for interoperability between them if CRMs assume the responsibility for communication. Keep has basic capabilities to support HIPAA compliance needs.
  • Workflows. Keap includes some built-in workflows, although limited in capabilities compared to HubSpot. 
  • Building complex funnels​. Creating complex funnels is easy within the platform.
Weaknesses
  • Limited direct integration with data apps. Integration with various data applications is limited. For instance, when comparing the integration options within ZoomInfo, Apollo, or other tools used for automating marketing and sales funnels, Keap’s pre-built integrations are limited. While there are external tools available to facilitate these integrations, relying on them could increase implementation costs.
  • Contact-centric with limited B2B hierarchies. Keap is contact-centric. However, in the small business segment, there is often a greater need for hierarchy and a more comprehensive customer 360 view across various customer segments. If the goal is to link all of these customer records together, Keap may present limitations in this regard
  • Limited options with landing page builders, not as rich suite​. The landing page capabilities might not be as detailed as other leading options such as HubSpot.

5. Zendesk Sell

Zendesk Sell is similar to Keap, with a relatively limited data model. Its greatest strength lies in its case management and customer service management platform, making it an excellent option for companies focused on post-sales activities rather than marketing. Zendesk is a good fit for smaller businesses seeking a straightforward system on a budget, as it provides essential functionality without extensive complexity. Hence, Zendesk Sell has secured #5 spot on our list of top CRMs for small businesses. 

Strengths 
  • Intuitive interface. Just like Freshsales and Zoho Bigin, Zendesk Sell is a very prescriptive platform designed for smaller companies without complex layers, making the interface intuitive.
  • Easy and inexpensive implementation. With a flatter data model and without a complex hierarchy, the platform is relatively easy to implement for companies limited by their consulting budget.
  • Advanced CRM capabilities. Compared to other smaller systems that might not have as advanced capabilities, Zendesk has some capabilities that are considered advanced in this market segment.
Weaknesses 
  • Glitchy. Some users have reported potential glitches. At times, these issues might stem from integrations, depending on their ownership. Additionally, if you’ve customized settings without complete knowledge, certain hiccups may result from that as well. The issue might not necessarily lie with the platform itself. 
  • Zendesk Sell and Support are not tightly integrated. Overall, while Zendesk owns both the sell and support platforms, they are not as tightly integrated as some of the other platforms on this list, such as those for marketing automation.
  • Marketing automation. While Zendesk has great coverage for downstream and operational use cases, the upstream marketing use cases would be weaker compared to other platforms, such as HubSpot.

4. Salesforce

While Salesforce has a truncated version for smaller companies, it’s a completely separate product. Also, the customization layer is not as friendly as with Pipedrive or HubSpot, making it friendlier for smaller companies only in cases where they have prior experience with the platform. Another case could be when they would like Salesforce to be a long-term platform to reduce adoption risks. The biggest disadvantage of Salesforce for smaller companies is its expensive implementation and steep learning curve with the platform for users with limited CRM experience or technical skills, ranking it at #4 on our list of top CRMs for small businesses.

Strengths 
  • Same interface as the enterprise product. Salesforce has the same user interface for both its essentials and enterprise versions, providing an easier transition for companies as they grow.
  • Custom objects. Offering fairly detailed custom objects, it may still struggle with highly complex relationships due to the inherent structure of its CRM data model. If your data model includes very complex interactions or hierarchies, Salesforce might face challenges there as well. 
  • Report and list builder​. Designed to serve different purposes, the report and list builders aren’t as tightly integrated due to the Salesforce data model’s design.
Weaknesses
  • Marketing automation not as embedded as other products. Marketing automation is not as embedded or immersive an experience as you would find with HubSpot.
  • Integrations are not as intuitive. The integration layer is not as intuitive as with other products, such as HubSpot or Pipedrive, requiring developer support.
  • Might need consulting help​. Smaller companies with limited implementation budgets might not appreciate the heavy price tag of Salesforce to enable the same capabilities that can be easily enabled with other platforms.


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3. HubSpot CRM

HubSpot CRM, compared to Salesforce, has a somewhat simpler data and process model, making it a faster fit for smaller businesses. It may not be ideal for the mid-market segment, but overall, when compared to other solutions like Pipedrive, Zendesk Sell, etc HubSpot offers a more complex data model. However, even HubSpot may fall short in terms of customization for complex use cases. Therefore, HubSpot CRM has secured the #3 spot on our list of top CRMs for small businesses. 

Strengths 
  • One tool to centralize all customer channels. HubSpot offers a single tool to centralize upstream marketing activities but is not as rich for downstream functions like sales operations, sales activities, and sales planning.
  • Ecosystem and integration. Pre-integrated options are available primarily for upstream marketing use cases such as ad platforms, telephony vendors, and data providers.
  • Comprehensive options to integrate with CMS. Numerous CMS integration options exist along with its native CMS, which has a tighter alignment with its data model.
Weaknesses 
  • Data model not friendly for complex operational use cases. Data model has limitations, such as limited support for parent-child relationships among their custom objects and their ability to integrate with forms – posing challenges with complex downstream use cases.
  • Limited customizability. Because of the data model challenges, HubSpot is not necessarily a good fit for companies requiring highly ad-hoc downstream workflows.
  • Might be too difficult and expensive for startups despite the initial free option​. The pricing can become quite steep with advanced options. This makes HubSpot’s pricing a bit tricky to estimate, as it can be challenging to predict what you’ll ultimately pay.

2. Pipedrive CRM 

Pipedrive CRM is an ideal fit for smaller companies seeking a prescriptive platform stronger in downstream marketing workflows. It would work for companies that care for an integrated CPQ and document-driven workflows for B2B companies. While it might not have the same level of customizability as HubSpot, it’s a platform for companies with limited technical skills and implementation budget, securing its rank at #2 on our list of top CRMs for small businesses. 

Strengths 
  • Workflow automation. While the platform is relatively smaller, it has basic workflow capabilities similar to HubSpot for autonomous workflows( between different business objects and external systems).
  • Similar look-and-feel as HubSpot. The look and feel will be very similar to that of HubSpot, a big advantage for users familiar with HubSpot. Pipedrive is also slightly more affordable than HubSpot.
  • Easy customization of reports and goal setting. Compared to smaller platforms such as MailChimp, the reports are fairly built, as well as some functionality for goal setting if that might be a critical success factor for you.
Weaknesses 
  • Weak data structure for complex B2B startups. The main limitation of Pipedrive is its relatively weak data structure from a B2B startup perspective, especially if there are complex relational connections and need to consolidate interactions (and related data) for those relationships.
  • Limited data import and export functionality. The import and export functionality is also fairly limited, which smaller companies are likely to need. For this reason, Pipedrive may not be the best fit in such cases.
  • Limited customizability​. While the platform has some customization capabilities, the custom objects are not as detailed and don’t have the same capabilities, limiting it to complex use cases outside of its pre-built workflows.

1.  Zoho

Zoho is an excellent choice for smaller companies seeking a comprehensive suite with strong operational features. However, it might not be as rich with upstream marketing capabilities, limiting seamless integration with best-of-breed tools, especially third-party. This is because Zoho’s approach emphasizes promoting its own tools. Hence, Zoho secures the #1 spot on our list of top CRMs for small businesses.

Strengths
  • Data model similar to Salesforce for building complex workflows. The data model is quite similar to Salesforce, making it well-suited for building complex use cases, particularly in service-centric sectors like non-profit, public sector, or education. 
  • Complete stack. Whether it is CPQ processes or customer relationships, the hierarchies involved are significantly more complex. This is where Zoho truly fits, providing a complete, integrated stack.
  • Integration with other Zoho apps. There will be integration with other Zoho apps, providing more connections with the processes. While it may not offer the same deeply embedded experience
Weaknesses 
  • Not as integrated in the upstream ecosystem. The integration options are limited for upstream marketing use cases, primarily limited to the apps present in Zoho’s ecosystem. Integrating with other apps would require custom integration and development help.
  • Not as open ecosystem as HubSpot. It’s a slightly more closed ecosystem compared to HubSpot, as they prioritize protecting their own revenue, preferring to integrate primarily with their own solutions and apps. 
  • Might require consulting help for implementation​. It might require consulting help, just because of the complexity of its data model as well as process model.
Zoho CRM vs Microsoft Dynamics

Conclusion

As small businesses navigate their journey beyond the startup phase, choosing the right CRM can be a game-changer. The best CRMs for small businesses offer solutions tailored to limited budgets and evolving needs, balancing scalability with ease of use. From streamlining customer interactions to integrating essential tools like eCommerce platforms and marketing automation, these systems are designed to support diverse business models, whether B2B, B2C, or hybrid.

While options like Zoho stand out for their comprehensive suite and robust capabilities, platforms like HubSpot and Pipedrive offer user-friendly interfaces and strong marketing integrations. Each solution brings unique strengths—whether it’s affordability, industry-specific features, or seamless integration—ensuring there’s a CRM to match every small business’s goals. However, limitations like constrained customizability or weaker upstream marketing capabilities underscore the importance of aligning your choice with your specific priorities. While this list offers valuable insights, seeking advice from an independent CRM consultant can greatly enhance the implementation success.

FAQs

Top 10 CRMs For Startups In 2025

Leave a Comment / Blog, CRM, Enterprise Architecture / By / April 13, 2025

CRMs are often the first software that startups adopt, though their scope varies. For some companies, a CRM primarily tracks customer interactions, while for others, it serves to drive revenue. Generally, startup organizations tend to be lean, with minimal layers of management. Sales territories and compensation structures are usually flexible, as early-stage startups may lack a broad customer base to establish streamlined sales and marketing processes.

While most CRMs are likely to support cookie-cutter sales processes, each industry vertical and business model presents unique challenges, requiring significant customization beyond basic CRM functionality. One major distinction tends to be between B2B and B2C models: CRMs designed for B2B often focus on content-centric use cases, while those for B2C prioritize integration with commerce-centric workflows. The focus on products versus services also plays a role. For product-based companies, CRM processes may overlap heavily with eCommerce and ERP systems, whereas service-based companies may require CPQ processes and their unique industry-specific integrations.

Top 10 CRMs For Startups In 2025

CRM systems generally fall into two categories: those designed for upstream marketing and those for operational use cases. CRMs tailored to upstream marketing tend to feature highly flexible data models, but they often lack the structure for customer-facing transactions. In contrast, CRMs designed for operational purposes can be more challenging due to complex configurations that accommodate territories, hierarchical audiences, and varied customer-focused workflows. Selecting and implementing a CRM requires both expertise and an implementation budget, resources that many startups lack—often resulting in multiple CRM systems being adopted across different teams. Let’s explore some options for CRMs for startups that are likely the best fit given these constraints.



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Criteria

  • Definition of startups. Less than $10 mil in revenue or 20-25 employees. Founder leading most of the functions. 1-2 employees for each function, including sales, marketing, and customer service. $0-30K implementation budget.
  • Overall market share/# of customers. Higher market share among startup companies ranks on this list.
  • Ownership/funding. Refined product roadmaps and management’s clarity with product vision rank higher on our list.
  • Quality of development. Modern cloud-native capabilities and unified user experience rank higher on our list.
  • Community/Ecosystem. Communities with a heavy presence in the startup market segment would drive a higher ranking for the product.
  • Depth of native functionality for specific industries. Publisher-owned last-mile capabilities for specific industries, as opposed to relying on add-ons, rank higher on this list.
  • Quality of publicly available product documentation. The quality of user and developer documentation drives a higher product ranking.
  • Startup market share. Specific market share among startup companies drives a higher ranking on this list.
  • Ability to natively support diversified business models. The diversity of the product to accommodate many business models drives higher on this list.
  • Acquisition strategy aligned with startups. Recent acquisitions aligned to the startup market segment drive higher rankings on this list.
  • User Reviews. User reviews from the startup market segment drive a higher ranking on this list.
  • Must be a CRM product. It can’t be a module of an ERP system. It must be a best-of-breed CRM system, preferably recognized in the CRM category by leading analyst firms.

10. Monday.com

Monday.com is primarily a project management tool, but it also offers some CRM functionalities. One advantage of Monday.com is its use of boards, similar to Trello, allowing you to view the same information in different formats, such as boards, lists, or calendars. However, its CRM capabilities are relatively limited, and it does not offer all the advanced features you might expect. Hence, Monday.com has secured the #10 spot on our list of top CRMs for startups.

Strengths 
  • Great capabilities to build simple funnels. If your goal is to handle simple funnels, lead management, and opportunity management, all of these can be highly customized.
  • Workflows and integration. Pre-baked upstream marketing capabilities are significantly limited, requiring customization and consulting help on the basic technical platform to enable them.
  • Ecosystem​. The overall ecosystem will be quite widespread. However, if you consider the level of penetration within the marketing tech stack, it won’t be as extensive as tools like HubSpot.
Weaknesses 
  • Relational relationships. Each spreadsheet is an independent object. While some basic linking of these objects is possible, the data model is not relational, posing data integrity issues and limiting its use for transactional use cases.
  • Upstream marketing-focused integration. Upstream marketing-focused integration, such as tight embeddedness with data platforms and enabling autonomous intent-centric workflows, would be a challenge. The integration with ad-centric platforms to enable building and targeting specific audiences based on layers present inside HubSpot might be challenging.
  • Omnichannel marketing traceability. Due to the limited integration layers available with different channels, such as with HubSpot, omnichannel traceability would be an issue.

9. Agile CRM

Agile CRM is an excellent entry-level system for startups, especially for contact management and email lead management. It lacks complex features and is generally more affordable, with a simpler processing and data model. This makes it particularly advantageous for startups looking for an affordable CRM solution. Thus, Agile CRM secures the #9 spot on our list of top CRMs for startups.

Strengths
  • Affordable for startups. The overall UI is quite intuitive, making it easy to configure, manage, and use without the need for consulting assistance.
  • Intuitive. The user interface is so intuitive that you won’t need consulting to configure, manage, and use it. 
  • Comprehensive capabilities for startups in one solution​. Additionally, it offers wide-ranging capabilities within a single solution, reducing the number of data siloes.
Weaknesses 
  • Advanced features such as email templates not as robust. Advanced features like email templates may not be as robust as those found in systems like HubSpot or MailChimp.
  • Ecosystem integration such as ZoomInfo. The ecosystem integration, particularly with upstream marketing tools, won’t be as robust as with systems like HubSpot or Salesforce. Integrations with data platforms like ZoomInfo or Apollo are also less common. 
  • Poorly documented. The solution lacks comprehensive documentation, which is common with less popular or less well-funded systems. This can present a challenge, especially if you’re managing the implementation on your own, as the limited resources may make it harder to navigate the process.


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8. Insightly

Insightly is another small solution, similar to Agile CRM or Freshsales. However, its unique advantage lies in its strong analytics component, which provides more insights and is included as part of the solution. Given its unique custom object tailored for specific use cases, It would also be more suitable for industries that need to be interlocked with CRM workflows. Being a prescriptive platform, it might not be most suitable for companies seeking a customizable solution with non-standard customer-facing workflows. Therefore, Insightly has secured the #8 spot on our list of top CRMs for startups.

Strengths 
  • Custom objects and core project objects. The inclusion of custom and core project objects is a common trend across many systems in the market that combine project management features within the solution.
  • Analytics. Compared to other platforms, which might barely provide detailed reporting pre-baked or infrastructure without much development or unnecessary customizations, it has a very detailed analytics layer.
  • Intuitive. Given the simpler data and process model designed for smaller companies, the platform is relatively intuitive.
Weaknesses
  • Integration issues. The ecosystem is not as widely adopted, which may lead to various integration issues, as users have reported in forums.  
  • Limited ecosystem. It’s also relatively limited and more cost-effective, but this could present challenges in terms of connectivity and functionality.
  • Cheaper but expensive for startups, tricky consumption-based pricing per lead​. While the solution is generally cheaper, it may still be viewed as costly for startups due to its consumption-based pricing, which can be difficult to estimate. As a result, this pricing model might end up being more expensive than other alternatives.

7. Salesforce Essentials

Salesforce Essentials is a larger platform with more advanced security and permission layers, and typically, you would need consulting assistance to set it up and use it effectively. Designed to be a customizable platform for various industries, Salesforce includes pre-built objects for many sectors. There are numerous solutions built on top of these objects, making it a highly robust system. However, for startups, these extensive capabilities may be unnecessary, as they can make the platform overly complex. This complexity can increase implementation costs and make it harder to use. Thus, Salesforce Essentials has secured the #7 spot on our list of top CRMs for startups. 

Strengths 
  • Same interface as the enterprise product. Companies can stay on the same interface as they grow; although the startup product is completely different from the enterprise one, the interface and UX are the same, making the transition easier with Salesforce.
  • Custom objects. Its customizability helps industries where ad-hoc customer-centric workflows would be common.
  • Report and list builder​. The report and list-building functionality would not have the same limitations as those found with other smaller platforms, such as limited layers for complex reporting or fewer reportable objects exposed.
Weaknesses 
  • Marketing automation is not as embedded as other products. The marketing automation product lacks embedded workflows with the core CRM product, making it challenging for companies requiring tighter collaboration of marketing and sales processes.
  • Integrations not as intuitive. The integrations would not be as intuitive and as easy because of the legacy technology, requiring developer help.
  • Might need consulting help​. The UX doesn’t have the same low-code/no-code capabilities as with other products as with HubSpot, requiring expensive consulting help to customize.

6. HubSpot CRM

HubSpot and Salesforce are not ranked as the top choices for startups primarily due to the consulting costs required for these platforms. While they offer more advanced capabilities, they may not be the best fit for startups. HubSpot, in particular, is designed with a focus on upstream marketing activities, offering a stronger ecosystem, but it may not be the best fit for companies with complex audiences or transactional customer-facing workflows. Therefore, HubSpot has secured the #6 spot on our list of top CRMs for startups. 

Strengths 
  • One tool to centralize all customer channels. Whether it’s email, text, ad-centric channels, or social media, into a single model, allowing you to integrate marketing automation and CRM within the same product.
  • Ecosystem and integration. HubSpot is specifically designed for upstream marketing activities, where it excels due to its extensive ecosystem integration.
  • Comprehensive options to integrate with CMS. HubSpot offers its own CMS and database, which is a significant advantage if you’re looking to build a custom, sophisticated website.
Weaknesses 
  • Data model not friendly for complex operational use cases. The limitations with HubSpot primarily lie in its data model, which isn’t well-suited for complex operational use cases. 
  • Limited customizability. Custom objects come with significant limitations, particularly around parent-child hierarchies and other advanced configurations.
  • It might be too difficult and expensive for startups despite the initial free option​. Pricing escalates quickly, even though there is a free plan.

5. Keap

Keap is a simplified solution, similar to the previous three, and follows a comparable design philosophy, making it a good fit for startups. Its key strength lies in HIPAA compliance, which is particularly important for companies in the healthcare sector. If you’re handling patient data or tracking patient interactions, your CRM will likely need to work alongside the EHR system. Thus, Keap has secured the #5 spot on our list of top CRMs for startups.

Strengths 
  • HIPAA compliance. Healthcare companies are focused on enhancing both customer and patient experiences, which is why they are looking to implement CRM systems that will work alongside their EHR systems. 
  • Workflows. Keap offers workflows. However, the level of detail in those workflows can vary. While smaller systems like MailChimp provide decent workflows, they may lack more advanced features, such as the ability to sequence workflows or apply segmentation and branching logic within them. 
  • Building complex funnels​. Keap allows building complex funnels compared to other smaller platforms that are primarily designed for marketing automation.
Weaknesses 
  • Limited direct integration with data apps. Particularly with data apps and integrations with other CMS providers, such as DAM or search providers, the current marketing tech stack has many players. While some integrations are available, the ecosystem may not be as extensive, and direct integrations could be limited.
  • Contact-centric with limited B2B hierarchies. The overall object hierarchy is highly contact-centric, which can be a drawback for B2B scenarios where complex company structures and customer master hierarchies are needed. This CRM focuses heavily on contacts, which is common in most CRMs within the startup space as they aim to simplify the structure.
  • Limited options with landing page builders​. Another limitation with Keap is that the landing page builder may not be as robust or feature-rich compared to other solutions.


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4. Freshsales

Freshsales is part of the FreshBooks portfolio, aligning with a trend where many accounting firms are acquiring email automation and CRM solutions to expand their offerings. This strategy helps them compete with companies like Zoho and Odoo, providing a complete, relatively user-friendly business suite. Freshsales would fall under a simpler-to-use platform for startups with limited implementation budgets and their users with limited experience using a CRM. Therefore, Freshsales has secured the #4 spot on our list of top CRMs for startups.

Strengths 
  • Omnichannel campaign management email, phone, whatsapp. A key strength is its omnichannel campaign management, integrating email, phone, WhatsApp, and more—channels that are essential in the B2C market. 
  • Intuitive. The data model is designed from the perspective of smaller businesses, making it easier to use.
  • Great for companies implementing in DIY mode. The simpler data model without complicated hierarchies (and audiences) makes it easier for startups to implement in the DIY mode (without requiring as much consulting help).
Weaknesses
  • Limited permission layers. The permission layers are generally limited, but this makes the solution easier to use since you won’t have to manage numerous permissions. 
  • Limited workflow capabilities such as edits. This limitation is more suited for the startup segment, as the workflow capabilities are somewhat restricted, especially when it comes to editing documents. These features may not be as strong compared to other solutions.
  • Limited advanced capabilities such as fonts in email templates​. The advanced capabilities, particularly with fonts in email marketing, may pose some limitations if you have specific or unique fonts you’d like to use.

3. Zendesk Sell

Zendesk Sell is a platform similar to Insightly or Freshsales, offering comparable features. It’s a great fit for companies already using Zendesk for customer service, as it provides integration between the two tools. This is particularly useful for managing customer service workflows in industries like technology, media, and retail, where customer service is a major function, especially in the post-sales phase. Zendesk Sell leverages base CRM to offer its CRM capabilities, making it an effective solution for those in need of both customer service and CRM functionalities. Thus, Zendesk Sell has secured the #3 spot on our list of top CRMs for startups.

Strengths 
  • Intuitive interface. The interface’s design is for prescriptive use cases, making it ideal for startups seeking a simpler-to-use interface.
  • Easy and inexpensive implementation. The prescriptive interface limits the number of layers, generally present with scalable platforms accommodating many business models. This design makes it easier and inexpensive for startups to implement.
  • Easier to train. It will be an ideal fit for companies and their users with limited technical expertise without as steep a learning curve as other advanced platforms.
Weaknesses
  • Glitchy. Users have reported occasional glitches with the system, but sometimes, these glitches could be because of poorly implemented systems or pre-maturely released features. 
  • Zendesk Sell and Support are not tightly integrated. The integration model is similar to Salesforce’s approach with marketing automation and CRM, and the Zendesk-Sell integration operates in much the same way. Rather than an immersive integration, they primarily exchange data fields.
  • Marketing automation. The capabilities are quite limited, as are advanced CRM features—which startups likely won’t need anyway. These features are absent from the tool as it focuses on simplifying the overall model.

2. Pipedrive CRM

Pipedrive CRM is similar to Zendesk Sell, designed for simpler use cases, particularly for startup companies that prefer a DIY approach. One of its strengths is workflow automation, which is generally not available with smaller CRM systems. However, it may not offer the same level of depth in automation capabilities as HubSpot. Hence, Pipedrive CRM secures the #2 spot on our list of top CRMs for startups.

Strengths 
  • Workflow Automation. The main strength lies in basic automation workflows such as updating deal value or advancing a deal stage. 
  • Embedded CPQ Workflows. A key strength of Pipedrive is embedded CPQ and document signature workflows, which are critical for some companies requiring tighter embedded and collaboration of these workflows. However, the use cases for CPQ and their integrations might differ for each industry, limiting the use of Pipedrive for those industries unless they use a third-party CPQ.
  • Integrated data platform. Pipedrive has a very similar acquisition and integration strategy with data platforms just like HubSpot, making it an ideal fit for embedded data-driven use cases without requiring expensive customization.
Weaknesses 
  • Weak data structure for complex B2B startups. Businesses requiring complex audiences or hierarchies would struggle with Pipedrive because of the limited layers of its data model.
  • Bloated data model for companies not needing CPQ or document workflows. The CPQ and document workflows would be unnecessarily bloated for companies requiring a specialized CPQ.
  • Limited customizability​. The customization options are likely to be inferior to HubSpot but superior to systems such as Zendesk or Freshsales. So, it may not be the best fit for companies requiring non-standard sales processes.

1.  Zoho Bigin

Zoho Bigin is ideal for companies seeking a very user-friendly CRM. The strengths of Zoho Bigin include a process and data model similar to other tools in the startup segment. In comparison, their main CRM product might require expensive consulting help and might be challenging for users with limited experience in CRM-driven processes, increasing adoption risks. This makes Zoho Bigin easier to implement in a DIY mode, reducing the need for consulting help, though its simplicity also brings some limitations. Therefore, Zoho Bigin has secured the #1 spot on our list of top CRMs for startups.

Strengths
  • Super easy to use. Just like Freshsales and Zendesk Sell, Zoho Bigin is a prescriptive platform designed for users with limited CRM experience.
  • Affordable. Limited layers of data model reduce implementation complexity, making it affordable for companies limited with implementation and consulting budgets.
  • Integration with other Zoho apps​. It integrates seamlessly with other Zoho applications, making it a strong entry-level platform. This integration is especially beneficial for companies not yet ready for a full ERP system, as they gain access to a wide range of applications within the same portfolio.
Weaknesses 
  • Inflexible. One limitation of this solution is its lack of flexibility and limited customizability. This design choice aims to keep the platform simple, so while it’s not strictly a drawback, it may pose challenges if extensive customization is a priority. In such cases, this platform may not be the best fit.
  • Integration and ecosystem require external tools. You may consider opting for a more advanced tool within Zoho’s portfolio or potentially another CRM, as the integration capabilities and ecosystem might require external tools like Zapier for full functionality.
  • Limited user-profiles and security options​. They won’t offer as many native integrations, and the options for user profiles and security will be more limited. However, for startups, these features are typically not essential.
Zoho CRM vs Microsoft Dynamics

Conclusion

In conclusion, choosing the right CRM for your startup involves balancing functionality, ease of use, and affordability while aligning with your business model and industry needs. The options outlined above cater to various requirements, from simple contact management to complex workflows and data integration. Each CRM has its strengths and weaknesses, emphasizing the importance of assessing your priorities—whether it’s budget, scalability, or specific features like automation and integration.

For startups with limited resources and a DIY approach, tools like Zoho Bigin and Freshsales provide intuitive, affordable solutions. On the other hand, platforms like HubSpot and Salesforce Essentials may appeal to startups aiming for robust capabilities and long-term scalability, albeit with higher implementation costs. Understanding your unique business challenges and growth trajectory will guide you toward the CRM that best supports your goals, setting the foundation for streamlined operations and sustained success. While this list offers valuable insights on CRMs for startups, seeking advice from an independent CRM consultant can greatly enhance the implementation success.

FAQs

Top 10 Marketing Automation Systems In 2024

Leave a Comment / Blog, CRM, Distribution, Enterprise Architecture, Food and Beverage, High Tech & Electronics, Life Sciences, Retail, Service Companies / By / April 13, 2025

Marketing Automation. The noisiest category ever – due to lower barriers to entry. Generally, falling within the CRM systems category, specifically handling upstream marketing efforts. One key component is email marketing, but they also include SMS marketing and omnichannel capabilities, often integrating with CMS. Whether embedding widgets on websites through a CMS within the marketing automation framework – or using an external system, all these channels feed into the marketing automation system. 

Historically, these systems were siloed, with CRMs focused primarily on data storage and operational workflows from a downstream marketing viewpoint. Marketing automation systems lived in their own world, as they didn’t need to be as tightly embedded as other transactional systems. But things changed as upstream marketing use cases matured and with their resulting traceability requirements. Some CRM systems acquired these point solutions, offering a complete suite. On the other hand, other vendors stronger in marketing automation capabilities built a CRM module from scratch within the same product suite. Built products are likely to provide a consistent experience. The acquired products, in comparison, may not have as consistent experience or tight integration, but they may offer the best-of-breed experience some companies prefer. This is how the marketing automation category has evolved.

Top 10 Marketing Automation Systems In 2024

In this context, we’re capturing systems that are both part of a suite and best-of-breed solutions. From an architectural perspective, marketing automation systems differ slightly, focusing more on workflows rather than processing transactions, which is more common in operationally focused CRMs. Integration and ecosystem are critical for marketing automation, and these integrations tend to be simpler because the systems aren’t as database-driven; they’re more workflow-oriented. This makes their design, mindset, and architecture distinct. You might already be confused, but don’t worry – we got you – with this article, which provides much-needed clarity on these systems.



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Criteria

  • Definition of a marketing automation system. The companies in this market segment would include companies of all sizes needing a marketing automation system as a pure-play category that can be deployed without requiring other dependencies.
  • Overall market share/# of customers. The higher market share among marketing automation companies drives higher rankings on this list.
  • Ownership/funding. The superior financial position of the marketing automation vendor leads to higher rankings on this list. 
  • Quality of development. How modern is the tech stack? How aggressively is the marketing automation vendor pushing cloud-native functionality for this product? Is the roadmap officially announced? Or uncertain?
  • Community/Ecosystem. How vibrant is the community? Social media groups? In-person user groups? Forums?
  • Depth of native functionality. Last-mile functionality for specific industries natively built into the product?
  • Quality of publicly available product documentation. How well-documented is the product? Is the documentation available publicly? How updated is the demo content available on YouTube?
  • Product share and documented commitment. Is the product share reported separately in financial statements if the marketing automation vendor is public?
  • Ability to natively support diversified business models. How diverse is the product in supporting multiple business models in the same product?
  • Acquisition strategy aligned with the product: Any recent acquisitions to fill a specific hole for marketing automation industries? Any official announcements to integrate recently acquired capabilities?
  • User Reviews: How specific are the reviews about this product’s capabilities? How recent and frequent are the reviews?
  • Must be a best-of-breed marketing automation product: Only products that can be deployed independently without requiring other dependencies such as transactional systems or CRM.

10. Zoho Marketing Automation

Zoho Marketing Automation is designed for companies beginning their marketing automation journey on a budget. Its licensing is more affordable than that of other marketing automation systems. Offering deep integration within its own ecosystem and a robust CRM, it’s suitable for slightly more operationally complex scenarios. If a company has ad hoc customer interaction needs that require capturing various custom objects (and workflows), Zoho is likely a good fit. Therefore, Zoho secures the #10 spot on our list of top marketing automation systems. 

Strengths
  • Workflow automation and forms. Key strength is its workflow automation and form capabilities. Zoho also includes the Zoho Creator platform, which is quite similar to Microsoft’s Power Platform. 
  • Salesforce-like data model. The data model is very similar to Salesforce, allowing operational and transactional scenarios – and not struggling as much with complex hierarchies of business objects required in certain industries.
  • Journey builder for omni-channel experiences​. While Zoho covers several modes to build omni-channel experiences, it might not be as comprehensive as systems such as Braze or Klaviyo, which might offer pre-baked B2C scenarios such as real-time interactive experiences.
Weaknesses 
  • Ecosystem not as robust as HubSpot. The ecosystem is not as robust as that of some other comparable platforms, requiring building most integrations with third-party platforms and increasing implementation costs.
  • Not meant to be for enterprise use cases. With the substantial limitations baked with its business objects, such as the number of fields (or typed fields) allowed on a business object, it is not specifically designed for enterprise use cases.
  • Not as natively integrated with data platforms. One key limitation would be its ecosystem of pre-integrated data platforms that might be required for either funneling MQLs automatically to the CRM (or for personalization and segmentation).


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9. MailChimp

MailChimp is aimed at companies seeking a simpler CRM solution, primarily for B2C industries. It might also be relevant for B2B startups – as long as it’s used as a pure-play marketing automation platform. This would be for simpler B2B use cases, such as sending newsletters with relatively simpler tracking requirements (and customer hierarchies). Tailored for startups, it lacks the robust security features of other platforms. Customizability can also be limited, making it less suitable for mid-market, enterprise, or apartment market companies. Therefore, Mailchimp secures the #9 spot on our list of top marketing automation systems.

Strengths 
  • Audiences. It maintains several audiences with different subscription preferences (and communication needs). But note that the same contact included with multiple audiences is treated as a different contact, requiring paying twice for the same contact.
  • Segments and Campaign Builder. The campaign builder is easy to use and can be picked up easily by most business users. But note the limitations on the number of journeys allowed with each plan.
  • Support​. As of today, MailChimp support is decent and responsive, making it easier for startups with limited implementation and support budgets.
Weaknesses
  • Limited security layers compared to Pardot. The security layers it provides are not as robust compared to those available with HubSpot or Salesforce.
  • Would require an additional CRM. You would need an additional CRM, as this platform may not function effectively for transactional use cases or for downstream workflows. 
  • Limited reporting​. The pre-baked reporting is substantially limited. Getting meaningful data to design campaigns might not be as easy – and at times not even possible, without over-engineered (and risky) ad-hoc arrangements.

8. ClickDimensions

ClickDimensions is part of the Microsoft Dynamics 365 ecosystem. The core CRM features within the Microsoft platform are robust, allowing for the accommodation and customization of various business models. But it’s not as robust for upstream marketing automation features, hence the need for a ClickDimensions add-on. But even ClickDimension is limited. For upstream marketing and comprehensive omnichannel traceability, including CMS integrations with multiple platforms in the Microsoft ecosystem, ClickDimensions falls short. It lacks the richness and integration of capabilities found in platforms like HubSpot or Salesforce Pardot. Therefore, ClickDimensions secures the #8 spot on our list of top marketing automation systems.

Strengths 
  • Marketing automation workflows. You will have access to essential marketing automation workflows that are sufficiently robust to ensure a strong alignment with Microsoft Dynamics products.
  • Tight alignment for MS 365. To maintain a strong alignment with Microsoft Dynamics products, ClickDimensions may be the only embedded and integrated option available unless you consider expensive, custom integration. 
  • Well-adopted platform in the MS ecosystem. Additionally, it is widely accepted within the Microsoft ecosystem, making it a significant advantage for companies using Microsoft solutions.
Weaknesses
  • Very small player compared to other platforms. The limitations you may encounter include being a relatively small player in comparison to others in the market. Their R&D budget is limited, which means they won’t have the same capabilities as larger platforms like HubSpot or Salesforce.
  • Limited omnichannel capabilities. The channel capabilities are going to be limited and not natively integrated with data platforms.
  • Not as natively integrated with data platforms. There is no native integration with data platforms. For instance, when considering integrations with services like ZoomInfo or Apollo, the options may be either limited or entirely absent.

7. Microsoft Dynamics 365 Apps

Microsoft Dynamics 365 Apps has a Customer Insights product, which is primarily a CDP product that can integrate with several marketing automation execution systems. However, even Microsoft Dynamics 365 Customer Insights could be used for simpler marketing automation workflows, and it is used by companies on their ERP or CRM. The biggest challenge with the product would be to manage richer omnichannel and personalization scenarios possible with other marketing automation products such as Klaviyo or Braze. Therefore, Microsoft Dynamics 365 Apps secures the #7 spot on our list of top marketing automation systems. 

Strengths 
  • Customer journeys. Straightforward customer journeys can be easily managed without requiring another specialized system for marketing automation. 
  • Tight embeddedness with MS stack. Marketing could be a suitable option since it is already integrated with the core product, eliminating the need to navigate third-party contracts or systems.
  • Strong embedded CRM and field services workflows​. This is especially true from a customer service and call center standpoint, where you’ll likely need extensive integrations.
Weaknesses 
  • Limited CMS, social, and ad workflows. The limitations you may encounter include restricted integrations with your CMS and data platforms. You won’t find as many integration options available, particularly when it comes to social media and advertising workflows, which may also be limited.
  • Ecosystem not strong with upstream marketing and data providers. But for simpler marketing automation workflows, it’s not a bad option.
  • Rigid user and security model. This can be both an advantage and a disadvantage. On the positive side, if your data is highly structured and relational, you may find this rigidity beneficial. However, it may also make it more challenging to leverage the flexibility offered by systems like HubSpot or Salesforce.
Zoho CRM vs Microsoft Dynamics

6. ActiveCampaign

Active Campaign is aimed at companies seeking a more affordable option. Generally, marketing automation systems determine their pricing based on the number of subscribed emails and the monthly email volume. This pricing structure can lead to high costs, especially with platforms like HubSpot or Pardot, which can be quite expensive for businesses that send numerous emails but sell lower-priced products. This pricing model can be a barrier for many companies, making Active Campaign a more cost-effective choice compared to other platforms. Therefore, ActiveCampaign secures the #6 spot on our list of top marketing automation systems. 

Strengths 
  • Core marketing automation workflows. The core marketing automation workflows are integrated into the suite, providing a comprehensive solution. These workflows streamline various marketing tasks, making them an essential part of the overall platform.
  • Cost. ActiveCampaign offers more competitive pricing compared to other platforms. Additionally, it provides a more robust suite of features than MailChimp.
  • Well-adopted​. ActiveCampaign is widely adopted, particularly when compared to platforms like ClickDimensions or Microsoft Dynamics 365 Customer Insights. It boasts a significantly higher number of installations, especially within the email marketing community, and is a well-established product in the space.
Weaknesses 
  • Not as comprehensive as other options. In terms of capabilities, it doesn’t offer the same level of comprehensiveness as some of the other available options.
  • Limited ecosystem. Their ecosystem would not be as robust as HubSpot or Salesforce, with the number of options available for data platforms, ad and omnichannel integrations, and CMS providers.
  • Does not have a CRM as part of the suite​. It lacks a true CRM component for transactional and downstream CRM workflows within the suite, unlike other products such as Salesforce or Microsoft.

5. Klaviyo

Klaviyo has gained significant popularity recently, particularly among companies operating in a B2C ecosystem. Customer journeys in B2C environments tend to focus on managing touchpoints from a purchase cycle perspective rather than engaging with various touchpoints through content. As a result, Klaviyo is an excellent fit for companies looking to streamline and optimize these purchase-driven interactions. Therefore, Klaviyo secures the #5 spot on our list of top marketing automation systems. 

Strengths 
  • B2C-specific journeys and integrations. Customer journeys with B2C companies are distinct, focusing on managing touchpoints from the purchase cycle perspective rather than driving touchpoints through content. This is where Klaviyo’s strength lies, as it is well-suited for handling B2C journey management effectively.
  • Easy to use and implement. One of the biggest advantages of Klaviyo is that it’s easier for business users to use compared to other enterprise platforms, such as Braze. Platforms such as Braze might require technical expertise for channel integration and data workflows.
  • Friendly for companies on Shopify​. Klaviyo is deeply integrated into the Shopify ecosystem and is widely adopted among Shopify users. If you’re a product-centric or commerce-focused company using Shopify, Klaviyo could be a more suitable option for your needs.
Weaknesses 
  • Billing based on active profiles and usage could be trickier to understand. The billing process can be more complex, and estimating costs may also pose challenges. Their pricing model is based on active profiles or usage, and consumption-based pricing can often be difficult to predict. 
  • Not fit for B2B companies. The B2B companies have very different customer structures and marketing automation workflows compared to the event-centric and real-time workflows of B2C. So, B2B companies might struggle with it.
  • Expensive. Klaviyo could be expensive for companies that are heavy on emails compared to other platforms on this list.

4. Oracle Eloqua 

It is an excellent choice for companies with a slight enterprise focus, especially those using Oracle Cloud CX. Oracle acquired Eloqua, a powerful enterprise-grade product, and integrated it into its Oracle Marketing suite. This solution is particularly well-suited for B2C industries like media and telecommunications, where there are numerous customer touchpoints. Oracle Eloqua excels in ad-centric customer journeys, offering robust content management and other key capabilities as part of the same suite. Additionally, it provides enterprise-level workflows, supporting seamless alignment with field service and call center operations. Therefore, Oracle Eloqua secures the #4 spot on our list of top marketing automation systems. 

Strengths 
  • Enterprise-grade capabilities include landing pages, webinars, events, and depth with custom objects. Enterprise-grade capabilities, including enterprise security, landing pages, webinars, and events, are all part of this solution. 
  • Pre-built integration with Oracle CX. One key advantage is that it is tightly embedded and integrated with Oracles’ other applications. So that’s a huge plus for companies already using other Oracle enterprise apps seeking connectivity and traceability with other downstream applications.
  • Omnichannel workflows. The platform is relatively omnichannel, but it might not be as plug-and-play and fluid as other modern platforms such as Klaviyo.
Weaknesses 
  • Integration not as embedded with CRM. While Eloqua is integrated with the CRM, but the experience might be as embedded as with products created from scratch for seamless collaboration between these two systems, such as HubSpot.
  • Steep learning curve. Its enterprise workflow and security layers might be overwhelming for SMB customers looking for simpler solutions with a limited implementation budget.
  • Expensive​. SMBs might not appreciate the price tag – and some of the capabilities offered might not even be relevant for the SMBs.


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3. Adobe Marketo Engage

Adobe Marketer Engage is a robust enterprise-level product that is comparable to solutions like Eloqua and Salesforce’s Pardot. With capabilities baked in, such as events providing omnichannel experiences for design-heavy organizations such as B2C and media, it’s friendlier for B2C industries. It offers advanced capabilities for consolidating various channels, including web ads, into a unified portfolio. This tool enables businesses to track engagements and monitor customer journeys across multiple platforms, making it an ideal solution for enterprises looking to manage and optimize their marketing efforts on a large scale. Therefore, Adobe Marketo Engage secures the #3 spot on our list of top marketing automation systems. 

Strengths 
  • Customizability for enterprise use cases. Workflow and security layers are highly customizable for enterprise use cases.
  • Robust campaign program management features. Larger organizations generally have programs with multiple campaigns covering many different organization-wide goals, needing enterprise-grade capabilities for campaign program management that might not be relevant for SMBs.
  • Event partner integration​. The event capabilities are highly critical for media and event companies as they need to manage their communication as part of the same platform used for event logistics management.
Weaknesses
  • Expensive. SMBs not looking for enterprise features generally find it expensive.
  • Legacy feeling. The UI is fairly legacy compared to other products. 
  • Requires coding skills to build landing pages​. Business users might need to work with developers for simpler workflows that are as simple as building landing pages.

2. Salesforce Marketing Automation (Pardot)

Salesforce marketing automation is an excellent choice for enterprise companies already using Salesforce CRM, although it works with other CRM products, too. Its strengths include the ability to create custom fields on core Salesforce objects for marketing automation and the availability of an exposed SQL layer, which allows for detailed analysis and segmentation—offering a level of granularity that is often not found in competing products. However, the integration with core CRM objects remains relatively shallow, limiting end-to-end traceability and making it feel as though users are navigating two separate silos, securing the #2 spot on our list of the top marketing automation systems.

Strengths 
  • Enterprise-grade custom fields on top of the core CRM objects. One major advantage of the Pardot product is the ability to create custom fields on top of the core Salesforce objects for marketing automation purposes.
  • SQL-based querying and analytics capabilities. Another key feature is the exposed SQL layer, allowing for in-depth analysis of various scenarios from a segmentation perspective. This level of granularity is rare among other products on the market, making it more suitable for enterprise use.
  • Enterprise-grade security​. Workflow security is essential, particularly for large marketing teams, as it helps control email campaigns. Also, establishing approval workflows and implementing workflow security is crucial; it allows you to restrict access and manage marketing automation processes effectively. 
Weaknesses 
  • Not as embedded experience with Salesforce CRM. It often feels like operating in two separate silos for companies seeking seamless integration between their CRM and marketing automation components.
  • Expensive. Salesforce marketing cloud is more expensive than other smaller point solutions with simpler workflow and security layers.
  • Steep learning curve​. Enterprise-grade workflows and security layers require substantial training for users with limited technical skills.

1. HubSpot

HubSpot is ideal for content-driven B2B organizations heavy on upstream marketing workflows requiring tight embeddedness with their web workflows. It is widely adopted and integrated platforms, particularly in the marketing automation and CMS space, providing seamless integration with ad platforms, CMS systems, and data providers. Its pre-built integrations make it ideal for consolidating customer interactions and marketing strategies. However, HubSpot’s limitations arise in complex operational use cases, as its object structure and customizability may not meet the needs of companies heavy on transactional and operational workflows. Hence, HubSpot secures the #1 spot on our list of the top marketing automation systems. 

Strengths
  • Ecosystem. HubSpot has one of the most vibrant ecosystems, especially when it comes to connecting with various ad platforms or data platforms that are part of the marketing stack.
  • Integration with upstream marketing providers such as CMS and data companies. The integration with upstream marketing providers, like CMS and data companies, is also included, especially if you’re using HubSpot CMS. 
  • Embedded CMS. It is likely to be one of the most widely adopted platforms in the CMS community as well. The other systems may rely on third-party CMS systems, limiting the interconnectedness and seamless interactions between these two systems.
Weaknesses 
  • Weak object structure for core CRM, such as parent-child relationships. The core object structure of HubSpot, particularly in operational scenarios, is weaker compared to other systems defined for transactional and downstream workflows such as HubSpot or Zoho. 
  • Limited customizability for enterprise use cases. When it comes to customizability for complex operational use cases, HubSpot is significantly limited.
  • Not meant to be for commerce-driven B2C industries​. Commerce workflows require different events and integration, along with the object structure. HubSpot is not necessarily designed for B2C-centric industries.
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Conclusion

The evolution of marketing automation has created a diverse ecosystem, where each platform brings unique strengths and limitations to the table. Platforms like HubSpot and Salesforce Pardot dominate with their strong integration capabilities and enterprise-grade features, making them suitable for complex workflows and large organizations. Meanwhile, options like Zoho and MailChimp serve smaller businesses and startups by offering more accessible, cost-effective solutions, though they may lack robust integrations and advanced security features found in enterprise systems. While this list offers valuable insights, seeking advice from an independent ERP consultant can greatly enhance your implementation success.

FAQs

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