Top 10 Mid-Sized CRMs In 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.

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.

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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.

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.

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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.

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.

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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.

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