The 10 Most Popular CRM Products

Identifying the top customer relationship management (CRM) software products according to a unified set of metrics is a daunting task.

CRM systems are highly diverse, with a huge difference in functionality between those used in sales and customer service contexts. Today, hundreds of systems in dozens of subcategories are available.

This market diversity can create severe headaches for software buyers who don’t know where the research process should begin. So we’ve ranked CRM software products according to overall popularity, allowing buyers to see which are the most popular CRM software solutions across a range of business models and sizes:

 
 Adoption rate    Online searches for brand   
Rank
Product
Combined Score
 
  • 1
    4.9
    5.0 
    5.0 
    4.1 
    • 35%
      Adoption rate
    • 419,790
      Online searchers for brand
    • 444,676
      Facebook followers
    • 247,313
      Twitter followers
    • 430,037
      LinkedIn followers
     
  • 2
    4.5
    4.6 
    3.8 
    5.0 
    • 10%
      Adoption rate
    • 10,690
      Online searchers for brand
    • 6,596,653
      Facebook followers
    • 6,515,745
      Twitter followers
    • 2,328,278
      LinkedIn followers
     
  • 3
    4.4
    4.2 
    4.9 
    4.6 
    • 7%
      Adoption rate
    • 65,060
      Online searchers for brand
    • 743,096
      Facebook followers
    • 492,336
      Twitter followers
    • 97,257
      LinkedIn followers
     
  • 4
    4.0
    4.2 
    4.3 
    1.4 
    • 7%
      Adoption rate
    • 24,980
      Online searchers for brand
    • 27,495
      Facebook followers
    • 3,546
      Twitter followers
    • 1,521
      LinkedIn followers
     
  • 5
    3.9
    3.8 
    4.6 
    3.2 
    • 6%
      Adoption rate
    • 29,660
      Online searchers for brand
    • 95,660
      Facebook followers
    • 34,417
      Twitter followers
    • 9,313
      LinkedIn followers
     
  • 6
    3.5
    3.5 
    4.4 
    2.7 
    • 4%
      Adoption rate
    • 27,620
      Online searchers for brand
    • 38,843
      Facebook followers
    • 20,444
      Twitter followers
    • 23,516
      LinkedIn followers
     
  • 7
    3.0
    3.1 
    1.4 
    4.3 
    • 3%
      Adoption rate
    • 390
      Online searchers for brand
    • 506,776
      Facebook followers
    • 348,113
      Twitter followers
    • 1,440,231
      LinkedIn followers
     
  • 8
    2.8
    2.7 
    2.3 
    4.1 
    • 3%
      Adoption rate
    • 2,400
      Online searchers for brand
    • 613,361
      Facebook followers
    • 162,087
      Twitter followers
    • 630,301
      LinkedIn followers
     
  • 9
    2.5
    2.3 
    4.2 
    1.7 
    • 2%
      Adoption rate
    • 19,390
      Online searchers for brand
    • 5,709
      Facebook followers
    • 12,894
      Twitter followers
    • 8,682
      LinkedIn followers
     
  • 10
    2.3
    1.9 
    4.0 
    2.9 
    • 10%
      Adoption rate
    • 13,330
      Online searchers for brand
    • 18,200
      Facebook followers
    • 58,979
      Twitter followers
    • 11,917
      LinkedIn followers
     

To arrive at the rankings above, we analyzed vendors according to the following metrics:

Adoption rate: This factor reflects the number of people using the product on at least a weekly basis. We conducted an original survey of software users to gather this data. We weighted user adoption level the most in calculating overall scores for products.

Online searches for brand: This factor reflects the number of times the product name and related phrases are searched in Google per month. We weighted this factor more than social followers, but less than user adoption.

This factor reflects the number of people who’ve “liked” or “followed” the accounts of the vendor on Twitter, LinkedIn and Facebook. We weighted this factor significantly less than the other two factors.

Since popularity is a rather vague term, we’ve defined a rigorous methodology for assessing it. The most important factors in our popularity score are number of users, followed by search traffic and social followers. We’ll explain how we calculated each of these factors in turn. Here’s the breakdown of how much weight we assigned to these factors in our overall popularity score:

Weighting of Factors in Popularity Score

Weighting of Factors in Popularity Score

Number of Users

To arrive at this information, we surveyed software users to find out which systems they’re using, and screened our sample to ensure it only includes actual users of CRM software. The following chart shows the top 10 most widely used CRM systems among our sample:

Based on Number of Users: Top 10 CRM Products

Based on Number of Users: Top 10 CRM Products

Search Traffic

Search traffic is an important measure of popularity as many online searches related to the product’s name are performed by current users of the software or potential buyers. The following chart displays the top 10 vendors by search traffic:

Based on Monthly Search Volume: Top 10 CRM Products

Based on Monthly Search Volume: Top 10 CRM Products
This chart displays the volume of monthly searches for a given product (e.g., Salesforce) as a percentage of the total volume of monthly searches for all of the CRM products we ranked.

Social Media Followers

In addition to search traffic, we examined another important measure of online popularity: followers on social media. The number of followers vendors have on sites such as Twitter, Facebook and LinkedIn helps to indicate how loyal their customers are to the brand.

The following table represents the total number of followers of vendors’ profiles (we only looked at profiles for specific products in cases where there was no profile for the vendor itself):

 

The Top 10 CRM Products by Number of Social Followers

Microsoft Dynamics CRM 15,440,676
HubSpot 1,332,689
Salesforce 1,122,026
NetSuite 620,844
Gotoassist 297,869
Marketo 278,580
Infusionsoft 139,390
Zendesk 126,795
Silverpop 99,793
Pardot 89,096
Zoho CRM 82,803

 

If you have comments or would like to obtain access to any of the charts above, please contact craig@softwareadvice.com.

The detailed methodology for this report can be found here.

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