The best CRM tools
About CRM
A CRM is where you track prospects, deals and customers. RevOps is the discipline of keeping your pipeline clean, forecasts accurate and operations predictable. Start with the basics: a place to record every prospect and where they are in your sales process. Then build the habits: weekly pipeline reviews, accurate forecasts, and an understanding of where deals slow down. As you scale, add sales processes, better data quality, and reporting. RevOps moves you from hope to predictability.
Top picks
Salesforce
Manages contacts, leads, opportunities and pipelines with deep customisation and automation for B2B sales teams.
Best for: B2B sales teams, from a small team to mid-market and enterprise, that need a CRM they can shape around complex pipelines, partner channels and heavy reporting.
- Free plan
- Yes
- Price
- From €25/mo
- MCP server
- Yes
- API
- Yes
Freshsales
Manages contacts, deals and pipelines for B2B sales teams with built-in phone and AI lead scoring.
Best for: Small and mid-sized B2B sales teams that want a clean CRM with a visual pipeline, lead scoring and built-in email and calling, particularly if they already use other Freshworks products.
- Free plan
- No
- Price
- From $9/mo
- MCP server
- Yes
- API
- Yes
HubSpot
Combines CRM, marketing, sales and customer service around a shared contact database with a free tier.
Best for: B2B teams, from solo founders to mid-market companies, that want CRM, marketing, sales and service on one shared contact database and prefer to start on the free tier and upgrade deliberately.
- Free plan
- Yes
- Price
- From $7/mo
- MCP server
- Yes
- API
- Yes
Nutshell
Dedicated customer relationship management platform for sales teams managing leads, deals and pipelines.
Best for: Small and mid-sized B2B sales teams that want a CRM with email, quotes and light marketing automation in one tool, and do not have an admin to run it.
- Free plan
- No
- Price
- From $13/mo
- MCP server
- No
- API
- Yes
Pipedrive
Manage your sales pipeline visually with drag-and-drop deals, contact management and workflow automation.
Best for: Lean B2B sales teams that run deals through a visual pipeline and want quick setup and a CRM their reps actually use, without the weight of a full marketing suite.
- Free plan
- No
- Price
- From €14/mo
- MCP server
- Yes
- API
- Yes
The top 4 side by side
| 16 points compared | ||||
|---|---|---|---|---|
| Starts at | €25/mo | $9/mo | $7/mo | $13/mo |
| Free plan | Yes | No | Yes | No |
| API | Yes | Yes | Yes | Yes |
| MCP server | Yes | Yes | Yes | No |
| Automatic contact capture | Yes | Yes | Yes | Yes |
| Built-in calling | Yes | Yes | Yes | Yes |
| Contact enrichment | Yes | Yes | Yes | Yes |
| Custom objects | Yes | Yes | Yes | No |
| Email sequences | Yes | Yes | Yes | Yes |
| Gmail or Outlook sidebar | Yes | Yes | Yes | Yes |
| Lead capture forms | Yes | Yes | Yes | Yes |
| Sales goals and quotas | Yes | Yes | Yes | Yes |
| WhatsApp messaging | Yes | Yes | Yes | Yes |
| Workflow automation | Yes | Yes | Yes | Yes |
| Sandbox environment | Yes | Yes | Yes | |
| Territory management | Yes | Yes | Yes | |
| Links |
All CRM tools
- Manages contacts, leads, opportunities and pipelines with deep customisation and automation for B2B sales teams.
- Manages contacts, deals and pipelines for B2B sales teams with built-in phone and AI lead scoring.
- Combines CRM, marketing, sales and customer service around a shared contact database with a free tier.
- Dedicated customer relationship management platform for sales teams managing leads, deals and pipelines.
- Manage your sales pipeline visually with drag-and-drop deals, contact management and workflow automation.
- Centralise contacts and deal pipelines in a spreadsheet-like CRM with automatic data enrichment.
- Sales management system for leads, deals and customers with built-in forecasting and workflow automation.
- Brings calling, SMS, and email directly into a sales CRM with pipeline management for high-volume outbound.
Google Workspace CRM that syncs Gmail and Calendar into contacts, deals and pipelines for small sales teams.
Put CRM to work
How we rank
Every tool in a category is ranked by the same rule, worked out from the data we hold, not by who pays us. In order:
- How many of the category's shared features it has.
- Whether there is a free plan to start on.
- How open it is to AI: an API and an MCP server.
- Whether its pricing is public.
- Name, A to Z, when all else is equal.
When we add a tool or learn more about one, the ranking updates by itself.