Tool / Software
8 mins

The 10 Best CRMs to Optimize your Management and your Time

Unlock the full potential of CRM: explore the top 10 picks tailored to your profile for ultimate usefulness and sales success!

    A CRM (Customer Relationship Management) tool offers a comprehensive solution for tracking and managing interactions with both current and potential customers. It centralizes, simplifies, and secures a company's contact and customer information.

    "CRMs are not just contact management tools; they are powerhouses with a plethora of additional functionalities."

    They aid both large and small businesses in managing their sales pipelines, keeping track of leads, and automating many facets of the sales process. Moreover, CRMs can even incorporate marketing tools such as emailing and campaign tracking. This integration empowers the sales team to discern which prospects are actively engaged with their company.

    One primary use of a CRM is to oversee and manage customer data, fostering team unity by presenting a harmonized view of customers. This facilitates information sharing and collaboration. For instance, a sales team might utilize a CRM to track leads and oversee their sales pipeline. When a lead transitions to a customer status, the support or customer service team can effortlessly access all pertinent information regarding that customer.

    "Automation is the secret weapon of modern CRMs."

    For instance, a CRM can autonomously dispatch an email to a lead or customer, log interactions, and even generate tasks for the team. Such automation liberates team members, permitting them to focus on other business aspects.

    Most CRMs employ cloud-based platforms, granting access anytime, anywhere, and on any device, including mobiles. This universal accessibility renders the CRM user-friendly for all, irrespective of their location.

    It's noteworthy that several CRMs proffer complimentary access, though they may also present paid monthly or annual plans with augmented functionality. Such free CRMs can serve as an ideal initiation for fledgling businesses still mastering contact and lead management.

    "A CRM is more than just a tool; it's the backbone of modern sales, marketing, and customer service processes."

    Diving into the top CRM platforms:


    Salesforce is a popular and powerful customer relationship management (CRM) platform. Companies of all sizes and sectors use it to manage sales, customer service, marketing, etc.

    Here are some of Salesforce's key features and benefits:

    1. Sales management: Salesforce offers lead and sales opportunity management tools to help sales teams track and manage their leads and sales. This includes activity tracking, contact management, reporting and dashboarding, and sales process automation.
    2. Customer service: Salesforce also offers customer service tools, including Service Cloud, which enables teams to manage cases, track customer interactions and provide omnichannel customer support.
    3. Marketing: With Salesforce, marketing teams can create and manage campaigns, segment and track customers, and analyze the performance of their marketing efforts.
    4. Customizable platform: Salesforce is highly customizable, enabling companies to tailor the platform to their needs. This includes creating custom applications, adjusting workflows, and personalising the user interface.
    5. Integrations: Salesforce integrates with various other software and services, enabling companies to connect their data and processes across multiple platforms.
    6. Ecosystem and community: Salesforce has a vast ecosystem of partners and a large community of users. This means that Salesforce users can often find pre-designed solutions for their specific needs and get help and advice from others.
    7. Salesforce on mobile: With the Salesforce mobile application, users can access their data and work from their phone or tablet, enabling greater flexibility and mobility.

    In short, Salesforce is a comprehensive and robust CRM solution that can help companies manage their sales, customer service and marketing efforts more efficiently and integrated. However, as with any technology, it's important to carefully evaluate whether Salesforce is the right solution for your company's needs.


    HubSpot is a marketing, sales and customer service platform widely recognized for its ease of use and wide range of features. It's an integrated suite of tools that can help businesses attract visitors, convert leads and close customers. Here are some of HubSpot's key benefits and features:

    1. Hub Marketing: HubSpot offers a full range of marketing tools, including content management, social media, SEO, marketing automation and analytics. These tools help companies attract new prospects and turn them into customers.
    2. Hub Sales: This module offers a range of CRM and sales functionalities, including e-mail tracking, lead management, quote creation, and automation tools to help sales teams be more efficient.
    3. Hub Service: This part of HubSpot helps companies provide excellent customer service. It includes tools for customer support, satisfaction surveys, knowledge bases and other features to help maintain and develop customer relationships.
    4. CRM: HubSpot's free CRM enables companies to manage their contacts and customer interactions efficiently. It's easy to use and synchronizes with other HubSpot products, offering a 360-degree view of customers.
    5. Ease of use: HubSpot is known for its intuitive, easy-to-use user interface. In addition, the platform offers an extensive library of learning resources to help users get the most out of the system.
    6. Integrations: HubSpot can integrate with other tools and platforms, including Gmail, Salesforce, and Shopify. This enables companies to centralize their data and work more efficiently.
    7. Mobile accessibility: HubSpot offers a mobile application enabling users to access their data and manage their marketing and sales activities while moving.

    In summary, HubSpot is an integrated CRM, marketing, sales and customer service platform that can help companies attract, engage and satisfy their customers. Its ease of use and wide range of features make it a popular option for many companies.

    Microsoft Dynamics 365

    Microsoft Dynamics 365 is a complete suite of enterprise applications from Microsoft, including CRM (Customer Relationship Management) and ERP (Enterprise Resource Planning) tools. Dynamics 365 applications are designed to work seamlessly with other Microsoft products, enabling seamless integration and increased productivity. Here are some of the key features and benefits of Microsoft Dynamics 365:

    1. Modular applications: Dynamics 365 comprises a series of modular applications, which means you can choose the applications that best suit your needs, and only pay for what you use. These applications cover a variety of functions, including sales, marketing, customer service, commerce, human resources and more.
    2. Integration with other Microsoft products: One of the great strengths of Dynamics 365 is its ability to integrate seamlessly with other Microsoft products, such as Office 365, Outlook, and Power BI. This means that information can be shared easily between different systems, leading to significant productivity gains.
    3. Sales and service tools: Dynamics 365 offers sales and customer service management tools that help teams track leads, manage contacts, automate sales processes, and deliver high-quality customer support.
    4. Artificial intelligence: Microsoft has integrated AI into several aspects of Dynamics 365, enabling companies to gain deeper insights and predict customer behaviours. For example, the Sales Insights module uses AI to help predict sales opportunities and identify trends.
    5. Mobile accessibility: Like other CRM leaders, Microsoft offers a mobile application for Dynamics 365 that enables users to access their data and manage their tasks while on the move.
    6. Security and compliance: Because Dynamics 365 is a Microsoft product, it benefits from the company's extensive investments in security and compliance. Data is stored in Microsoft's secure data centers, and the company offers a variety of tools to help organizations comply with data privacy regulations.

    Microsoft Dynamics 365 is a robust, integrated solution for customer relationship management and other business functions. Its ability to integrate with other Microsoft products makes it a particularly attractive option for companies that already use Microsoft products extensively.

    Zoho CRM

    Zoho CRM is customer relationship management software that helps companies of all sizes build better customer relationships, automate routine tasks, and improve sales and marketing effectiveness. It is part of the Zoho suite of products, including tools for e-mail, team collaboration, finance, etc. Here are some of Zoho CRM's key features:

    1. Sales management: Zoho CRM offers a range of sales management tools, including lead and contact management, sales tracking, and sales process automation. It also includes tools for managing sales pipelines, tracking opportunities, and generating quotes and invoices.
    2. Marketing automation: With Zoho CRM, marketing teams can automate their campaigns, track the effectiveness of their efforts, and manage their leads more efficiently.
    3. Customer service: Zoho CRM also includes tools for customer support, including ticket tracking, support automation, and tools to manage customer interactions across multiple channels.
    4. Integrations: Zoho CRM integrates with other software, including Zoho products and popular tools such as Microsoft Office, Google Apps, etc.
    5. Analysis and reporting: Zoho CRM offers a range of analysis and reporting tools that can help companies track performance, identify trends and make more informed decisions.
    6. Mobile access: Like most modern CRM platforms, Zoho CRM offers a mobile application enabling users to access their data and manage their tasks while moving.
    7. Flexible pricing: Zoho CRM offers several pricing levels, enabling companies to choose the plan that best suits their needs and budget.

    In summary, Zoho CRM is a comprehensive and flexible CRM solution that can help companies improve sales, marketing and customer service. It is particularly popular with small and medium-sized businesses, thanks to its affordable pricing and comprehensive features.


    Pipedrive is a customer relationship management (CRM) software specially designed for sales teams. It is known for its ease of use, intuitive user interface and focus on sales pipeline management. Here are some of Pipedrive's key features and benefits:

    1. Sales pipeline management: Pipedrive offers a clear, easy-to-understand visualization of the sales pipeline, enabling sales teams to quickly see where their prospects and offers are in the sales process. Pipeline stages can be customized to match your company's specific processes.
    2. Sales automation: Pipedrive offers tools to automate repetitive sales tasks, which can help increase efficiency and reduce the risk of errors. For example, you can automatically create tasks, send follow-up emails, and move offers along the pipeline.
    3. Activity tracking: With Pipedrive, you can easily track all activities related to your leads and offers, including emails, calls, meetings, and more. This can help ensure consistent follow-up and prevent leads from being lost.
    4. Integrations: Pipedrive can integrate with various other software, including email applications, calendar tools, billing software, and more. This can centralize your data and simplify your sales processes.
    5. Mobility: Pipedrive offers a mobile application enabling users to access their data and manage their tasks while moving.
    6. Reporting and analysis: Pipedrive offers a range of reporting and analysis tools that can help sales teams track performance, identify trends and make data-driven decisions.
    7. Flexible pricing: Pipedrive offers several levels of pricing, enabling companies to choose the plan that best suits their needs and budget.

    In summary, Pipedrive is an effective, user-friendly CRM tool particularly suited to sales teams focused on managing the sales pipeline. It offers a range of useful features and easy integration with other tools, which can help increase sales efficiency and productivity


    Freshworks CRM, formerly Freshsales, is a customer relationship management (CRM) solution that helps companies attract, manage, close and nurture prospects and customers. It's a product of Freshworks, a company that offers a suite of enterprise tools, including customer support, marketing, sales automation, and other CRM solutions. Here are some of the key features and benefits of Freshworks CRM:

    1. Sales management: Freshworks CRM offers tools for managing contacts, leads and offers. It provides a 360-degree view of customers, bringing together information such as customer interaction history, user behaviour and social information.
    2. Sales automation: Freshworks CRM includes sales automation features, such as sales process automation and sales pipeline management. This helps increase efficiency by reducing the time spent on repetitive administrative tasks.
    3. Artificial intelligence (AI): Freddy AI, Freshworks CRM's integrated sales assistant, uses artificial intelligence to provide insights and predictions based on customer data. It can help identify the best leads, predict customer behaviours and recommend next steps.
    4. Marketing automation: Freshworks CRM also offers tools to automate and optimize marketing campaigns. This includes e-mail automation, customer segmentation, and customer behaviour analysis.
    5. Integrations: Freshworks CRM can be integrated with various other tools and software, such as Freshdesk (customer support), Freshchat (live chat), and other popular third-party tools, such as Google Workspace, Office 365, and Slack.
    6. Reporting and analysis: Freshworks CRM offers robust reporting tools that enable you to track and analyze your sales and marketing performance. This can help identify trends, evaluate campaign effectiveness, and make data-driven decisions.
    7. Mobile friendly: Freshworks CRM offers a mobile application that lets you access your data, track sales, and communicate with customers on the go.

    Freshworks CRM is a complete CRM solution offering various features to help companies manage customer interactions, automate sales and marketing processes, and gain data-driven insights to improve performance.


    Insightly is a customer relationship management (CRM) software focusing primarily on small and medium-sized enterprises (SMEs). Insightly offers many features to help improve and automate sales, marketing and customer service processes. Here are some of Insightly's key features:

    1. Sales management: Insightly offers a range of sales management tools, including lead, contact and opportunity management. It offers clear pipeline visualization to help sales teams track and manage their deals.
    2. Marketing automation: Insightly includes marketing automation tools that can help manage and track marketing campaigns, segment customers, and analyze the effectiveness of marketing efforts.
    3. Project management: One of Insightly's special features is its ability to manage projects and tasks linked to contacts or organizations. This gives you a clear view of the work in progress with each contact or organization.
    4. Integrations: Insightly can integrate with a wide range of other tools, including office software such as Google Workspace and Microsoft Office, as well as other popular business applications.
    5. Reporting and analysis: Insightly offers robust reporting tools, enabling users to generate detailed reports on their sales, projects and marketing efforts.
    6. Mobile friendly: Insightly offers a mobile app for iOS and Android users, enabling access to CRM information on the move.

    In summary, Insightly is a versatile CRM tool that offers a full range of features to help SMBs manage customer relationships, automate sales and marketing efforts, and manage related projects. Its ability to integrate with other popular tools and its project management functionality set it apart from many other CRM software packages on the market.

    "The future of CRM is dynamic, with new players reshaping the industry landscape."

    Introducing the new-gen CRMs

    But in a world where leaders are becoming increasingly important, new CRMs are emerging with the idea of revolutionizing the industry in terms of how they see things, their functionality and how they communicate.

    I will introduce you to 3 new-generation CRMs that you absolutely must try!


    Attio is a CRM launched in 2019 to make the platform more user-friendly. It aspires to revolutionize the world of CRM, just as Slack transformed enterprise communication and Notion transformed note-taking.

    With Attio, ease of use is at the heart of the system. You can customize CRM to suit your needs while benefiting from real-time data and highly intuitive collaboration.

    Attio also has a mobile app, meaning you always have your CRM on your smartphone.

    Regarding pricing, Attio offers a free plan that may be suitable if you're a very small business. However, the most advanced features are available for 29 euros per month. Compared with other CRMs, for 29 euros, there is no limit to the size of your team.

    Two other more elaborate plans are available, one at 59 euros and the other at 119 euros. Each offers additional capabilities and features to meet the needs of companies of all sizes.


    Folk app

    Folk is a CRM launched in 2021 with the ambition of combining the best of Notion and Airtable while integrating the indispensable functionalities of a CRM.

    Folk lets you synchronize your Gmail contacts and Google Calendar appointments with Google Suite. You can also add integrations such as Calendly, Typeform and others to synchronize your appointments. As for your contacts, you can also import them via an Excel file.

    One of the great advantages of Folk is its LinkedIn extension! Indeed, when you visit a LinkedIn profile, you can import that person into your CRM in two clicks with all the associated information. It's also possible to import a list of contacts from a search you've segmented on LinkedIn, again in two clicks.

    Folk lets you centralize all interactions with your contacts. You can even send a message to an entire list of contacts directly from the application, choosing the subject and content of the e-mail. You can even use an e-mail template.

    In terms of pricing, Folk offers a free plan, but it's the 19 euros per month plan that offers access to many features at an affordable price compared with other CRMs.

    Two more elaborate plans are available: one at 39 euros and another fully customizable for advanced uses.


    Breakcold is a CRM launched in 2021, which stands out for its integration of LinkedIn and Twitter. These integrations enable you to enrich your CRM by leveraging data from these two social networks.

    Breakcold features an extension allowing you to intuitively filter and add your contacts directly from their profile.

    Like Folk, Breakcold lets you add integrations such as Calendly, Typeform and others to synchronize your appointment scheduling. You can also import your contacts via an Excel file.

    One of Breakcold's special features is its ability to set up "icebreakers" and e-mail sequences. This enables you to initiate conversations with your prospects and support them throughout the sales cycle.

    Breakcold gives you complete centralization of all interactions with your contacts, making it easy for you and your staff to follow prospects through the sales cycle.

    Regarding pricing, Breakcold offers a free plan, but the €29/month plan offers access to a wide range of features.

    At 49 euro per month plan unlocks all the tool's features, including cold email campaigns, email rotation, unlimited email verification, personalized domain tracking, and more.

    In essence, a CRM's power is undeniable. Whether you're leaning towards industry giants like Salesforce and HubSpot or exploring new entrants like Attio and Folk, each CRM has its unique strengths.

    "In the digital era, the right CRM isn't just a luxury; it's a necessity."

    Choosing the ideal CRM is vital for every business, and it's about aligning with a CRM that resonates with your unique needs and can scale with your growth. In our ever-evolving digital landscape, an efficient CRM is indispensable. By opting for the right CRM, businesses are better positioned to manage customer relationships, fine-tune sales and marketing endeavors, and ultimately excel in today's competitive business milieu.

    Romuald Pouget
    Growth Marketer
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