CRM Software Comparison: Which One Actually Fits Your Business?
Let's cut through the noise. You're comparing CRM software because you need something that works—not another tool that collects dust. The right CRM depends on your team size, budget, and how complex your sales process actually is.
I've broken down the major players below with real pricing, honest takes on what each does well (and poorly), and specific recommendations based on business type. If you want a deeper dive on any single platform, check out our best CRM software roundup or our guide to CRM for small business.
Quick Comparison: CRM Pricing at a Glance
Here's what you're actually looking at cost-wise:
| CRM | Starting Price | Mid-Tier | Enterprise | Free Plan? |
|---|---|---|---|---|
| HubSpot | $20/user/mo | $100/user/mo | $150+/user/mo | Yes (solid) |
| Salesforce | $25/user/mo | $100/user/mo | $165+/user/mo | No |
| Zoho CRM | $14/user/mo | $23/user/mo | $40/user/mo | Yes (limited) |
| Pipedrive | $14/user/mo | $49/user/mo | $79/user/mo | No (14-day trial) |
| Close | $49/user/mo | $99/user/mo | $149/user/mo | No (14-day trial) |
All prices are for annual billing. Monthly billing typically runs 20-40% higher.
HubSpot CRM: Best Free Option That Actually Works
HubSpot's free plan is legitimately useful—not a crippled demo like most "free" CRMs. You get contact management, deal tracking, email integration, and basic reporting without paying a dime. For solopreneurs or tiny teams just getting organized, this is where to start.
What's good:
- The free tier includes live chat, email marketing basics, and telephony features
- Interface is clean and intuitive—minimal training needed
- Marketing automation is built-in, not bolted on
- Strong integration ecosystem (1,000+ apps)
What sucks:
- Pricing jumps dramatically once you outgrow free—the Professional tier runs $100/user/month
- Custom reports and dashboards locked behind higher tiers
- Advanced AI features cost extra ($30 per 100 Breeze Credits)
- Required onboarding fees on higher plans add ~$1,150 upfront
Best for: Marketing-led companies, inbound sales teams, businesses wanting an all-in-one platform.
Salesforce: The Enterprise Standard (For Better or Worse)
Salesforce is the 800-pound gorilla. It does everything—contact management, opportunity tracking, forecasting, advanced analytics, territory management, approval workflows. The problem? Most small businesses don't need 90% of it.
What's good:
- Unmatched customization and scalability
- AI-powered forecasting and analytics (Einstein)
- 2,500+ integrations
- Industry-specific solutions for healthcare, finance, etc.
What sucks:
- Steep learning curve—you might need a consultant or admin
- Expensive, especially with add-ons (Marketing Cloud is separate)
- Overkill for teams under 20 people
- Implementation can take months
Best for: Mid-market to enterprise companies with complex sales processes, dedicated CRM admins, and budget for proper implementation.
Zoho CRM: Best Value for Budget-Conscious Teams
Zoho won't win any design awards, but it delivers serious functionality at prices that embarrass the competition. At $14/user/month, you get sales automation, forecasting, and multiple pipelines. The $40/user/month Enterprise tier competes with Salesforce plans that cost 4x as much.
What's good:
- Significantly cheaper than alternatives—potential savings of 73% vs HubSpot annually
- 900+ app integrations
- AI assistant (Zia) included in pricing, not an add-on
- Deep customization for teams willing to configure it
What sucks:
- Interface feels dated and cluttered compared to HubSpot
- Learning curve is real—takes time to master
- Full functionality often requires multiple Zoho apps
- Support can be hit or miss
Best for: Price-sensitive SMBs, teams already in the Zoho ecosystem, businesses that need customization without enterprise pricing.
Pipedrive: Best for Sales-Focused Teams
Pipedrive does one thing exceptionally well: pipeline management. It's a sales-focused CRM built around visual deal tracking, not an everything-platform trying to be all things to all people. Plans start at $14/user/month for annual billing or $24/user/month paid monthly.
What's good:
- Visual kanban-style pipeline is excellent
- Dead simple to set up and use—minimal training needed
- Workflow automations save real time on follow-ups
- 500+ integrations through marketplace
- 14-day free trial gives full access
What sucks:
- No free plan
- Add-ons add up quickly (LeadBooster starts at $32.50/month)
- Lower tiers lack advanced reporting
- Not built for post-sale customer service
Best for: B2B sales teams with repeatable processes, agencies, consultancies, and anyone who lives in their pipeline.
Close CRM: Best for High-Volume Outbound
Close is built for teams making lots of calls and sending lots of emails. It has built-in calling, SMS, email sequences, and power dialer—all in one place. No juggling multiple tools.
What's good:
- Native calling and SMS (no integrations needed)
- Email sequences built-in
- Power dialer for high-volume calling
- Search and smart views are genuinely useful
What sucks:
- More expensive than Pipedrive or Zoho
- Less customization than Salesforce
- Smaller integration ecosystem
- Overkill if you're not doing outbound
Best for: SDR teams, cold outreach operations, sales teams that live on the phone.
How to Choose: Decision Framework
Stop comparing feature lists. Instead, answer these questions:
What's your budget per user?
- Under $20/user: Zoho CRM or HubSpot Free
- $20-50/user: Pipedrive or HubSpot Starter
- $50-100/user: Close or HubSpot Professional
- $100+/user: Salesforce or HubSpot Enterprise
What's your primary use case?
- Inbound/marketing-led sales: HubSpot
- Outbound cold calling: Close
- Pipeline management: Pipedrive
- Everything + enterprise scale: Salesforce
- Budget-conscious + customization: Zoho
How technical is your team?
- Not technical: HubSpot or Pipedrive (easiest)
- Somewhat technical: Zoho or Close
- Very technical (or have an admin): Salesforce
Hidden Costs to Watch For
The sticker price isn't the whole story. Watch for:
- Onboarding fees: HubSpot charges ~$1,150+ for Professional onboarding
- Add-ons: Pipedrive's LeadBooster, Campaigns, and other extras add $6-41/user/month each
- User minimums: Some enterprise plans require 5-10+ users
- API access: Often locked behind higher tiers
- Storage limits: Can trigger overage charges
- Support tiers: Phone support often requires premium plans
For more on CRM costs specifically, see our cheapest CRM software breakdown.
My Recommendations
If you're a solo founder or tiny team (1-3 people): Start with HubSpot Free. It's genuinely useful and costs nothing. Upgrade when you hit limits.
If you're a small sales team (4-20 people) doing outbound: Close or Pipedrive. Close if you're phone-heavy, Pipedrive if you're email-heavy.
If you're budget-constrained but need real features: Zoho CRM. The learning curve is worth the savings.
If you're a mid-market company with complex needs: Salesforce, but budget for implementation help. Or HubSpot Enterprise if you're marketing-led.
If you need everything integrated (CRM + marketing + service): HubSpot is the cleanest all-in-one. Salesforce can do it but requires more configuration.
Bottom Line
There's no universally "best" CRM. The right choice depends on your team size, sales process, and budget. Entry-level plans average around $15/user/month, mid-tier plans hover around $60/user/month, and enterprise pricing starts at $150+ per user/month.
Don't overthink it. Pick one, use it for 14-30 days, and switch if it doesn't fit. The biggest mistake is spending months evaluating instead of actually using a CRM to close deals.
For more detailed reviews, check out our Close CRM review or our free CRM software guide.