Imagine a world where every customer interaction feels personal, seamless, and effortless. A world where your sales team never misses a follow-up, your marketing team knows exactly when to strike with the perfect message, and your customer support team always has the right answers—before the customer even asks. Sounds like a dream? But with the best CRM software, this dream is closer to reality than you might think.
How do you, a busy working professional, decide which CRM software is best for your business? Is it the price tag? The ease of use? Or maybe what independent review sites like G2 are raving about? With so many options out there, it’s easy to get lost in the noise.
In this blog, we’ll provide an honest, no-nonsense breakdown of the best CRM software in 2025. Whether you're in search of a versatile all-in-one system, a CRM built for startups, marketing teams, or a specific industry, we've got you covered. Plus, we’ll also list the top free CRMs, proving that effective customer relationship management doesn’t always come with a hefty price tag. Let’s begin!
What is CRM?
What does CRM stand for?
CRM stands for Customer Relationship Management. It's a term that refers to the practices, strategies, and technologies businesses use to manage and analyze customer interactions and data throughout the customer lifecycle. The main goal of CRM is to improve customer service, retain customers, manage leads, and drive business growth.
When it comes to technology, CRM software centralizes customer information, streamlines processes, and automates tasks to make it easier for teams to manage customer relationships. With the right CRM tool, your team can gain deeper insights into customer preferences, behaviours, and needs, allowing you to provide a better experience for them.
The purpose of CRM software
The main purpose of a CRM system is to help businesses build long-lasting, profitable relationships with customers. A CRM system allows organizations to:
Track customer interactions
Organize data related to customers (e.g., contact details, transaction history)
Automate processes like email campaigns, follow-ups, and task management
Enhance collaboration between sales, marketing, and customer service teams
Analyze customer behavior and provide insights to improve products or services
By providing a holistic view of customer interactions, CRM software ensures that businesses can deliver personalized and efficient services to their clients, making it an invaluable tool for maintaining customer loyalty and satisfaction.
Why trust our CRM reviews?
Choosing the best CRM system is important, and our team is committed to providing you with the most reliable insights. As experienced software testers, we prioritize thorough research to help you make informed decisions. Our review process is transparent and structured, focusing on:
User feedback and ratings
Performance benchmarks
Feature comparisons
Pricing plans
By sharing our findings, we aim to empower you to navigate the many options in the CRM landscape with confidence.
Best CRMs at a glance
Here’s a quick look at the best overall CRMs highlighting their key features, cost, and ease of use.
7 Best overall CRM software for 2025
When it comes to CRM software, some systems stand out due to their comprehensive features, ease of use, and ability to scale with your business. In 2025, the best overall CRM systems are as follows:
Salesforce - Best for large enterprises with high requirements
A household name in the CRM industry, Salesforce is known for its robust customization options and extensive integrations. It’s an ideal choice for large enterprises that require a scalable solution.
Source: salesforce.com
Key features of Salesforce
Comprehensive sales tracking
Customizable dashboards and reports
AI-driven insights
AppExchange for third-party integrations
Mobile app functionality
Salesforce pricing
Starter Suite: $25 per user/month
Pro Suite: $100 per user/month
Lark - Best for all-in-one collaboration
An everything app for team chat, project management, document collaboration, automation, and CRM. It offers the best free plan for startups and small businesses.
Key features of Lark
Integrated messenger
Fully customizable CRM system
Powerful data visualization tools with multiple data views
Customizable dashboards
Seamless experience on desktop, mobile, and iPad
Flexible automations for handling a wide variety of tasks
Lark pricing
Starter: Free for up to 20 users
Pro: $12 per user/month
Enterprise: Contact Sales
HubSpot CRM - Best for user-friendliness
A user-friendly and feature-packed option that’s well known in the industry. HubSpot offers a free version with premium features for businesses looking to grow.
Source: capterra.com
Key features of HubSpot CRM
Contact and lead management
Email tracking and notifications
Task and activity management
Live chat and chatbot functionality
Integration with HubSpot's marketing tools
HubSpot CRM pricing
Free tools: Free
Starter: $15 per user/month
Professional: $90 per user/month
Zoho CRM - Best for customization
Zoho CRM offers a wide range of functionalities, including sales automation and analytics, making it a great option for SMBs. It’s also highly customizable for teams who want to personalize their software.
Source: capterra.com
Key features of Zoho CRM
Sales automation
Customizable dashboards
AI-based sales predictions
Email marketing integration
Mobile app access
Zoho CRM pricing
Free for up to 3 users
Standard: $14 per user/month
Professional: $23 per user/month
Enterprise: $40 per user/month
Ultimate: $52 per user/month
Nimble CRM - Best for relationship building through social media
Ideal for teams that rely on social media to build relationships. It pulls in contact information from social platforms, allowing sales teams to stay connected and engaged with leads.
Source: nimble.com
Key features of Nimble
Social media integration
Relationship management tools
Automated workflows and contact organization
Simple and intuitive interface
Nimble pricing
$24.90 per user/month
Freshsales - Best for AI sales automation
Freshsales is designed for small and mid-sized businesses that want an intuitive interface, built-in phone, and email integrations.
Source: g2.com
Key features of Freshsales
AI-based lead scoring
Built-in phone and email
Sales pipeline visualization
Workflow automation
Mobile app access
Freshsales pricing
Free for up to 3 users
Growth: $9 per user/month
Pro: $39 per user/month
Enterprise: $59 per user/month
Pipedrive - Best for visual pipelines
Best known for its simplicity and sales-focused features, Pipedrive is an excellent option for sales teams with its visual approach to customer relationship management.
Source: capterra.com
Key features of Pipedrive
Visual sales pipeline
Email integration
Activity reminders
Sales reporting and forecasting
Mobile app access
Pipedrive pricing
Essential: $14 per user/month
Advanced: $34 per user/month
Professional: $49 per user/month
Power: $64 per user/month
Enterprise: $99 per user/month
Each of these CRMs has its strengths, so understanding the specific needs of your business will help determine which is the best fit.
Top CRM tools for different business needs
While a CRM platform may be recognized as the best overall, it doesn't necessarily mean it's the ideal choice for every business. Companies should consider their specific needs. Below, we highlight CRMs that excel in particular use cases:
Best CRM for startups and small businesses
Lark is an excellent choice for startups and small businesses thanks to its generous free plan, which includes access to over 11 native tools—all seamlessly integrated. Its CRM capabilities are part of a broader suite that also includes communication, document collaboration, and project tracking, making it a cost-effective and all-in-one solution for growing teams with lean budgets.
Best CRM for sales teams
Pipedrive is tailor-made for sales teams, offering a visual sales pipeline, intuitive drag-and-drop interface, and automation tools to streamline the sales process. It keeps your team focused on moving deals forward without getting bogged down by admin work.
If your sales strategy relies heavily on social networking and relationship-building, Nimble CRM is a top pick. It integrates with social platforms and auto-enriches contact profiles, giving you richer insights into prospects and clients.
Best CRM for marketing
HubSpot CRM shines in the marketing department, particularly for businesses looking to automate campaigns and scale outreach. It includes powerful tools for email marketing, social media scheduling, landing page creation, and content management—making it ideal for inbound marketing strategies. Plus, its free tier is robust enough to get started without upfront investment.
Best CRM for customer service
Zendesk and Freshsales both offer excellent customer support features. Zendesk is known for its powerful ticketing system, knowledge base, and AI-powered chatbots.
Freshsales, part of the Freshworks suite, combines CRM and helpdesk capabilities in one platform—perfect for teams that want a unified view of customer interactions across email, chat, phone, and social media.
Best CRM for large enterprises
Salesforce and Microsoft Dynamics 365 are the go-to choices for large enterprises. These platforms offer deep customization, advanced reporting, AI-powered insights, and robust integration options. They're built to support complex sales cycles, multiple teams, and enterprise-grade security—ideal for global operations that require scalability and reliability.
Best open-source CRM
Vtiger is one of the best open-source CRM solutions on the market. It provides a well-rounded suite covering sales, marketing, and customer support—all within a customizable framework. It’s particularly appealing to small and mid-sized businesses that want full control over their CRM infrastructure without hefty licensing fees.
Understanding your business’s goals will help you choose the right CRM system, whether you need more advanced sales tracking, marketing automation, or customer service management.
Key features to look for in a CRM system
Now that we've explored the best CRM systems, it’s important to understand which features will make the most impact on your business. The right CRM system can transform how you interact with customers and help your teams perform at their best.
Scalability and customization
One of the core benefits of CRM software is its ability to scale with your business. As your company grows, so do your CRM needs. You want a CRM system that can accommodate your growing team, new customers, and changing business processes.
Look for CRMs that offer customization options to suit your business model, whether it’s adjusting the layout, adding new fields to track customer data, or automating workflows.
Automation capabilities
CRM systems are designed to automate repetitive tasks, freeing up time for your team to focus on more strategic work. Key features include email automation, task reminders, follow-ups, and data entry.
Lark and Hubspot are both excellent choices for businesses looking to integrate automation into their sales and marketing workflows, improving efficiency and productivity.
Integration with existing tools
A CRM that integrates well with other tools your business already uses is essential for streamlining operations. Most CRMs allow integrations with popular tools like Gmail, Microsoft Office, Slack, and marketing platforms such as MailChimp or Google Ads.
For example, Zoho CRM integrates seamlessly with a wide range of third-party apps, while Salesforce is known for its extensive marketplace of integrations, making it a powerful option for complex workflows.
CRM costs: Find the best CRM for your budget
Free vs. paid CRM systems
Many CRM providers offer free CRM tools that are perfect for startups and small businesses. However, free CRM systems come with limitations in terms of features and the number of users. For example, HubSpot CRM offers a robust free version with basic features, but advanced features such as reporting and automation are only available in paid plans.
Paid CRM systems generally offer more powerful features, customization options, and customer support. Salesforce and Zoho CRM are two examples of paid CRM software that offer extensive functionality for businesses willing to invest in their CRM system.
CRM pricing models: Subscription, freemium, or one-time payment?
Most CRM systems use a subscription-based pricing model, with monthly or annual payments. Some CRMs also offer freemium models, where basic features are free, and premium features come at an additional cost. For instance, Zoho CRM offers a free plan for up to three users, with pricing tiers available for additional features. Additionally, there are some that require a one-time payment which is also known as a perpetual software license model, however this model has declined with the rise of subscription-based models.
To learn more about CRM pricing, visit CRM Pricing: How Much Do CRMs Really Cost in 2025?
Choosing the best CRM: A step-by-step guide
While we've broken down the best CRM tools, their key features, and pricing, choosing the right CRM requires more than just reading reviews. You need to assess your unique business needs and match them to the right tool. Here's how to evaluate and choose the CRM that fits like a glove.
How to evaluate a CRM for your business
When evaluating CRM systems, it's important to approach it strategically. Here are some key questions to guide your decision:
How big is my company?
Small businesses or startups may benefit from free or low-cost tools with simple onboarding. Larger organizations often require more advanced features like automation, customization, and role-based access.What is my primary use case?
Do you need a CRM focused on sales automation, marketing campaigns, customer service, or an all-in-one solution? Identifying your main use case helps eliminate tools that aren’t built for your goals.What is my budget for CRM software?
CRM pricing varies widely—from free basic versions to enterprise-level platforms. Be clear about what you can afford now and what you're willing to pay later as your business scales.How scalable is the CRM as my business grows?
Look for CRMs that offer tiered plans or add-ons so you can expand functionality without switching platforms.Does it integrate with my existing tools?
Seamless integration with tools like your email provider, project management software, or e-commerce platform can significantly boost efficiency.
Answering these questions will help you narrow down your options and choose a CRM that supports—not complicates—your workflow.
Best free CRM tools in 2025: Top picks
While we’ve focused our attention on the best overall CRM tools and those for specific use cases, here are the top picks for businesses that don’t want to spend a single dollar on their CRM software. In many cases, the best tools offer free plans, with some exemptions.
Lark - Best feature-packed free plan
What’s free: Lark offers access to 11+ integrated tools, including CRM features, project management, task tracking, and team collaboration—all in one platform. This makes it perfect for businesses that need a comprehensive, all-in-one solution without needing to purchase additional tools.
How many users: Up to 20 users can use Lark for free, making it a great choice for small to medium-sized teams.
Bitrix24 - Best free plan for unlimited users
What’s free: Bitrix24 provides core CRM functionalities like sales funnel management, lead and contact management, along with project management tools, internal communication features, and document sharing.
How many users: Unlimited users can use Bitrix24 for free, which makes it an excellent choice for growing teams or businesses with a larger workforce.
HubSpot CRM - Best free plan for simplicity
What’s free: HubSpot CRM offers a user-friendly platform with essential CRM features like contact and lead management, sales pipeline tracking, email tracking, and task automation.
How many users: 2 users can use HubSpot’s CRM free plan.
Whether you're a small business just starting or a larger team looking for a scalable solution, these CRMs cover all the essentials while offering flexibility for growth. Choose the one that best fits your team’s needs.
To learn more about the best free CRMs, read 8 Best Cheap or Free CRM Software in 2025
Limitations of free CRM tools
While free CRMs provide an excellent starting point for small businesses, they do come with certain limitations that you should be aware of. These tools typically have constraints around:
Customization: Many free plans offer limited options for tailoring the CRM to your unique business processes. Custom fields, layouts, and automation features may be restricted.
User limits: Some free CRM plans cap the number of users who can access the tool, which can be a challenge as your team grows.
Advanced features: Advanced reporting, detailed analytics, and higher levels of customization usually come with premium plans. If you need deep insights or specific features like marketing automation, you may need to upgrade.
Integrations: Some free plans limit integrations with third-party tools, meaning you may not be able to connect your CRM with other software you rely on for accounting, project management, or customer support.
Storage limitations: Free plans may come with limits on data storage, meaning that as your business grows, you might hit capacity and need to upgrade to continue using the tool effectively.
Despite these limitations, free CRM tools are an excellent way to get started without financial risk, and many platforms offer affordable upgrades as your business needs evolve.
Best CRM templates you can use for free
Starting from scratch can be time-consuming—and frankly, unnecessary. Whether you're managing contacts, tracking deals, or nurturing leads, a free ready-to-use CRM template can give you a head start without sacrificing customization.
Basic CRM template by Lark
A straightforward CRM template designed for managing deals and contracts, featuring a built-in sales dashboard to visualize key metrics. Ideal for small teams seeking an easy, no-fuss way to track progress, collaborate effectively, and streamline their sales process without complex setup.
Zapier’s CRM template
This free CRM template is easy to use, requires no technical skills, and doesn’t involve complex formatting—making it ideal for beginners. It’s also completely ungated, so you can download it without entering any contact details.
Salesflare CRM Excel template
The Sales Funnel Template by Salesflare is a detailed, customizable spreadsheet that includes four tabs: a checklist, funnel view, settings, and an insights dashboard. After entering your customer data, you can define your own sales stages and track important details.
FAQs
How do I choose the best CRM for my business?
When choosing a CRM, consider factors like ease of use, scalability, integration options, and pricing. Identify your business's needs and match them with CRM features.
Who is the number one CRM provider?
According to research, Salesforce is generally considered the number one provider in the US, holding a dominant market share. Other players such as HubSpot, Zoho and Pipedrive are fighting for second place.
Are free CRMs a waste of time?
Not at all! Free CRMs can be a highly valuable tool for startups, small businesses, and even growing teams that need to manage customer relationships without upfront costs. While free CRMs may have limitations—such as fewer advanced features, lower user limits, or less customization compared to premium plans—they can still offer a solid foundation for your business.
Final thoughts on the best CRMs
After diving into the best CRM software options for 2025, it's clear there’s a solution for every type of business. From the powerful customization of Salesforce to the user-friendly HubSpot CRM, the choices are plentiful. However, if you're looking for an all-in-one platform that combines CRM with project management, team collaboration, and more, Lark stands out. It offers a generous free plan, a customizable CRM, and intuitive features that simplify customer management without the complexity.
For businesses of all sizes, Lark balances affordability, ease of use, and scalability, making it the ideal choice to help streamline workflows and improve customer relationships. Ready to take your business to the next level? Start your free trial of Lark today and see how it can transform your CRM experience.
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