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CRM Software


 
Freshsales logo
 
Freshsales is a sales automation solution offering multi-platform capabilities including a native app for iPhone and iPad.  Included in the system is a one-click phone; no additional hardware or software is needed to use this feature.... Read More
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Freshsales is a sales automation solution offering multi-platform capabilities including a native app for iPhone and iPad.  Included in the system is a one-click phone; no additional hardware or software is needed to use this feature.... Read More
 
Salesforce.com logo
 
Salesforce.com is the market leader among cloud-based CRM providers. They serve a wide range of industries and business sizes. Because the system is Web-based, users can access this powerful solution anywhere with Internet access.
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Salesforce.com is the market leader among cloud-based CRM providers. They serve a wide range of industries and business sizes. Because the system is Web-based, users can access this powerful solution anywhere with Internet access.
 
Accelo logo
 
Accelo is a web-based customer relationship management (CRM) solution that allows users to manage all client-related activities. This system is suitable for organization of all sizes. Accelo automatically sends template emails, creates... Read More
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Accelo is a web-based customer relationship management (CRM) solution that allows users to manage all client-related activities. This system is suitable for organization of all sizes. Accelo automatically sends template emails, creates... Read More
 
Results CRM logo
 
Results CRM is a software solution designed for small and midsize enterprise customers. It offers sales automation, project management, service orders and billing management within the suite. It is available for both Web-based and... Read More
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Results CRM is a software solution designed for small and midsize enterprise customers. It offers sales automation, project management, service orders and billing management within the suite. It is available for both Web-based and... Read More
 
Nutshell CRM logo
 
Nutshell makes cloud-based customer relationship management (CRM) software for small businesses. The Nutshell platform offers outbound sales teams sales process and collaboration tools, email sync with Gmail and Outlook, out-of-the-the-box... Read More
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Nutshell makes cloud-based customer relationship management (CRM) software for small businesses. The Nutshell platform offers outbound sales teams sales process and collaboration tools, email sync with Gmail and Outlook, out-of-the-the-box... Read More

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HubSpot Sales logo
 
HubSpot Sales is a cloud-based sales automation software designed to build, automate and accelerate the sales process. The solution allows sales personnel to connect with promising leads and convert them into successful deals. HubSpot... Read More
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HubSpot Sales is a cloud-based sales automation software designed to build, automate and accelerate the sales process. The solution allows sales personnel to connect with promising leads and convert them into successful deals. HubSpot... Read More
 
Insightly logo
 
Insightly is a cloud-based solution that helps small businesses organize contacts, track leads, forecast sales and more. It also integrates with social media and tools for project management.
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Insightly is a cloud-based solution that helps small businesses organize contacts, track leads, forecast sales and more. It also integrates with social media and tools for project management.
 
SalesAchiever logo
 
Established in 1993, SalesAchiever has since grown to offer one of the leading CRM solutions for the construction industry. Typically used by contractors, architects, property developers and building products manufacturers and suppliers,... Read More
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Established in 1993, SalesAchiever has since grown to offer one of the leading CRM solutions for the construction industry. Typically used by contractors, architects, property developers and building products manufacturers and suppliers,... Read More
 
Really Simple Systems logo
 
Really Simple Systems CRM is a cloud-based customer relationship management (CRM) system designed for small and midsize organizations. The solution comes in both free and paid editions. The free edition offers only sales force automation... Read More
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Really Simple Systems CRM is a cloud-based customer relationship management (CRM) system designed for small and midsize organizations. The solution comes in both free and paid editions. The free edition offers only sales force automation... Read More
 
Gold-Vision CRM logo
 
Gold-Vision is a fully integrated customer relationship management (CRM) solution that includes modules for sales, marketing, support, projects and events. Suitable for organizations of all sizes, it can be installed both on-premise... Read More
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Gold-Vision is a fully integrated customer relationship management (CRM) solution that includes modules for sales, marketing, support, projects and events. Suitable for organizations of all sizes, it can be installed both on-premise... Read More

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Less Annoying CRM logo
 
Less Annoying CRM is a customer relationship management solution that caters to the needs of small businesses. It offers cloud-based deployment, various configuration options and a dashboard that provides an overview of contact information,... Read More
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Less Annoying CRM is a customer relationship management solution that caters to the needs of small businesses. It offers cloud-based deployment, various configuration options and a dashboard that provides an overview of contact information,... Read More
 
Teamgate CRM logo
 
Teamgate is a sales-specific customer relationship management (CRM) system for small and midsize teams. It offers sales management, reporting and forecasting and collaboration tools in addition to customer management functionality. Users... Read More
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Teamgate is a sales-specific customer relationship management (CRM) system for small and midsize teams. It offers sales management, reporting and forecasting and collaboration tools in addition to customer management functionality. Users... Read More
 
Daylite logo
 
Daylite from Marketcircle, Inc. enables users to manage many business aspects from a single application. It prioritizes projects and opportunities to provide visibility over short and long-term goals of the company, then organizes... Read More
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Daylite from Marketcircle, Inc. enables users to manage many business aspects from a single application. It prioritizes projects and opportunities to provide visibility over short and long-term goals of the company, then organizes... Read More
 
Freshdesk logo
 
Offering multi-channel customer support, Freshdesk brings together every customer conversation into a centralized interface, helping customer support agents address and resolve trouble tickets. Whether the interaction occurs over... Read More
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Offering multi-channel customer support, Freshdesk brings together every customer conversation into a centralized interface, helping customer support agents address and resolve trouble tickets. Whether the interaction occurs over... Read More
 
NetSuite logo
 
NetSuite CRM+ provides a breadth of features for increasing sales, marketing and support efficiency. Managers can closely monitor performance and forecast future sales, while fine-tuning processes for maximum efficiency.
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NetSuite CRM+ provides a breadth of features for increasing sales, marketing and support efficiency. Managers can closely monitor performance and forecast future sales, while fine-tuning processes for maximum efficiency.

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Infusionsoft logo
 
Built for small- and medium-sized sales and marketing teams, Infusionsoft offers tools for managing customer relationships from contact to conversion. They serve users in a variety of industries from health care to hospitality.
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Built for small- and medium-sized sales and marketing teams, Infusionsoft offers tools for managing customer relationships from contact to conversion. They serve users in a variety of industries from health care to hospitality.
 
inContact Hosted Call Center logo
 
Used by contact centers around the world, inContact’s Software as a Service (SaaS)-based call center software maximizes the quality and minimizes the cost of each and every client interaction. This call center solution has all of... Read More
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Used by contact centers around the world, inContact’s Software as a Service (SaaS)-based call center software maximizes the quality and minimizes the cost of each and every client interaction. This call center solution has all of... Read More
 
Maximizer CRM logo
 
On the market for over 20 years Maximizer CRM is designed for SMBs looking to automate their sales, marketing and service processes. It can be deployed both on-premise and in the cloud.
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On the market for over 20 years Maximizer CRM is designed for SMBs looking to automate their sales, marketing and service processes. It can be deployed both on-premise and in the cloud.
 
LeadMaster logo
 
LeadMaster is a SaaS-based all-in-one lead management solution that offers capabilities to capture, track and follow up with leads. The solution comprises of integrated modules for sales force automation, customer relationship management,... Read More
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LeadMaster is a SaaS-based all-in-one lead management solution that offers capabilities to capture, track and follow up with leads. The solution comprises of integrated modules for sales force automation, customer relationship management,... Read More
 
Cosential logo
 
Cosential is a cloud-based CRM and proposal automation tool created by AEC experts (architecture, engineering and construction). It allows business developers, marketers and principles to access and act upon the information specific... Read More
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Cosential is a cloud-based CRM and proposal automation tool created by AEC experts (architecture, engineering and construction). It allows business developers, marketers and principles to access and act upon the information specific... Read More
 

FrontRunners for Customer Relationship Management, January 2017

Powered by Gartner Methodology

What Is the FrontRunners Quadrant?

A Graphic of the Top-Performing CRM Products

FrontRunners quadrants highlight the top software products for North American small businesses. All products in the quadrant are top performers. Small businesses can use FrontRunners to make more informed decisions about what software is right for them.

To create this quadrant, we evaluated over 750 CRM products. Those with the top scores for their capability and value made the quadrant.

Scores are based largely on reviews from real software users, along with other product performance details (e.g., what features they offer, how many customers they have).

Is One Quadrant Better Than the Others?

Nope, Products in Any Quadrant May Fit Your Needs

Every product in this quadrant offers a balance of capability (how much the products can do) and value (whether they’re worth their price/cost) that makes them stand out in the race for small business software success.

FrontRunners has four sub-quadrants:

  • Upper Right = Leaders: Leaders are all-around strong products. They offer a wide range of functionality to a wide range of customers. These products are considered highly valuable by customers.
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  • Upper Left = Masters: Masters may focus more heavily on certain key features or market segments than Leaders do. If you need a more specialized set of functionality without bells and whistles, then a product in the Masters quadrant might be right for you.
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  • Lower Right = Pacesetters: Pacesetters may offer a strong set of features, but are not rated as highly on value. For example, a Pacesetter might offer greater functionality, but cost more.
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  • Lower Left = Contenders: Contenders may focus on a more specialized set of capabilities that are priced at a higher point. This makes them ideal for companies willing to pay more for specific features that meet their unique needs.

Depending on the specific needs of a software buyer, a product in any of these sub-quadrants could be a good fit.

Why? To even be considered for this FrontRunners, a product had to meet a minimum user rating score of 4.0 for capability and 4.0 for value. This means that all products that qualify as FrontRunners are top-performing products in their market. They appear in the quadrant in relation to how their peers performed.

For some buyers, a specific FrontRunners sub-quadrant might be best. For example, Salesforce is considered a Leader because it features a huge array of functionality, which can provide users with whatever aspect of CRM that will aid their business, from sales automation to marketing to customer service and help desk, and users rate its value to be very high. Bpm’online, on the other hand, is considered a Pacesetter because it focuses more intently on aligning marketing, sales and service functionality, but is not rated as highly by users in terms of value.

You can download the full FrontRunners for Customer Relationship Management report here. It contains individual scorecards for each product on the Frontrunners quadrant.

How Are FrontRunners Products Selected?

Products Are Scored Based on User Reviews and Other Data

You can find the full FrontRunners methodology here, but the gist is that products are scored in two areas, Capability and Value.

To be considered at all, products must have at least 10 reviews and meet minimum user rating scores. They also have to offer a core set of functionality—for example, in CRM, they must offer a contact database that allows users to manage their list of customers, prospects and other contacts for purposes including customer service and sales and marketing automation.

From there, user reviews and other product performance details, such as the product's customer base and the features it offers, dictate the Capability and Value scores. Capability is plotted on the x-axis, and Value is plotted on the y-axis.

Got It. But What if I Have More Questions?

Check Out Our Additional Resources!

For more information about FrontRunners, check out the following:

Have questions about how to choose the right product for you? You’re in luck! Every day, our team of advisors provides (free) customized shortlists of products to hundreds of small businesses.

  • Simply take this short questionnaire to help us match you with products that meet your specific needs.
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  • Or, talk to one of our experienced software advisors about your needs—it’s quick, free, and there’s no-obligation—by calling (844) 687-6771.

One Last Thing—How Do I Reference FrontRunners?

Just Follow Our External Usage Guidelines

Check out the FrontRunners External Usage Guidelines when referencing FrontRunners content. Except in digital media with character limitations, the following disclaimer MUST appear with any/all FrontRunners reference(s) and graphic use:

FrontRunners scores and graphics are derived from individual end-user reviews based on their own experiences, vendor-supplied information and publicly available product information; they do not represent the views of Gartner or its affiliates.

Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: April 27, 2017


Customer relationship management (CRM) is the process of managing an organization’s interactions throughout the entire customer life cycle. CRM software applications support the automation of these processes and best practices.

Note: This page focuses on general CRM systems. If you're looking for customer service-oriented software, check out our guide here.

An Overview of CRM Software

CRM systems vary widely in capabilities, pricing and underlying technology, from basic contact management to sophisticated enterprise suites for sales, service and marketing, to platforms that foster customer connections. Moreover, the market includes industry-specific CRM solutions (e.g., real estate or pharmaceutical sales) and best-of-breed solutions for specific CRM functions (e.g., field service or help desk).

We developed this guide to complement our CRM reviews. The following sections will help potential purchasers find the best customer relationship management software package for their business:

Here’s what we’ll cover:

What Is CRM Software?
A Comparison of Top CRM Solutions
CRM in Action: A Use Case
Common Functionality of CRM Software
Market Trends to Understand
Pricing: Web-Based vs. On-Premise
Recent Events You Should Know About

What Is CRM Software?

The primary purpose of CRM software, sometimes known as contact management software, is to consolidate customer information into one repository, so users can better organize and manage relationships. Additionally, these applications automate common processes and provide tools for monitoring performance and productivity. Systems vary, but the best CRM software will include at least the following four core functions:

Customer data management. Most products provide a searchable database to store customer information (such as contact information) and relevant documents (such as sales proposals and contracts). While most general CRMs offer this functionality, it can also be incorporated into other industry-specific systems. For example, customer management is a core component of salon management software, which is described in more detail here

Interaction tracking. These systems document conversations held by phone, in person, through live chat, email or other channels. These interactions can be logged manually, or automated with phone and email system integrations. Depending on the product, some systems can also track interactions on Facebook, Twitter and other social platforms.

Workflow automation. This standardizes business processes, usually through a combination of task lists, calendars, alerts and templates. Once a task is checked off as complete, for example, the system might automatically set a task for the next step in the process.

Reporting. Management can use these CRM tools to track performance and productivity based on activities logged in the CRM system—for instance, how many new contacts were added to the database that day, or how much revenue was generated. These tools can also be used for forecasting, such as for the next-quarter sales pipeline.

A Comparison of Top CRM Solutions

There are many popular CRM solutions on the market, and it can be hard to understand what distinguishes one product from another and which is right for you. To help you better understand how the top CRM systems stack up against one another, we created a series of side-by-side product comparison pages that break down the details of what each solution offers in terms of pricing, applications, ease of use, support and more:

Top Salesforce Comparisons

Top Infusionsoft Comparisons

Top Hubspot Comparisons

Top Marketo Comparisons

Top Pipedrive CRM Comparisons

CRM in Action: A Use Case

Let’s say you currently store customer contact information in Excel spreadsheets, appointments in a calendar and files in Dropbox, Google Drive or another document management tool. When someone calls, you have to toggle between each of these tools to figure out whether they’re a prospect or existing customer. Worse, you don’t immediately know if they’ve spoken to anyone else in your company. Past interactions might be trapped in someone’s inbox, paper notes or only in employees' memories.

Depending on where this caller is in the customer life cycle, not having this information in one place can lengthen their time to conversion, limit return sale possibilities or slow issue resolution.

If you had automation software in this scenario, you could simply pull up that account and see every meeting, phone or email conversation you or your team has ever had with that person, as well as past agreements and marketing materials sent. You might also see, for example, a contract attached to that opportunity that’s awaiting signature and a task for one of your sales reps to follow up. So you transfer the call.

Swiftpage_Act_Dashboard

A contact profile in Swiftpage ACT!

After the sales rep hangs up with the contact, he might close the task to follow up, then pick the next step in the process from a dropdown menu: “Did they return the contract?” The due date for this task is set for the next day, when the rep will receive an alert to follow up if the agreement isn’t returned.

You can see how this alternative scenario increases efficiency and productivity. And it prevents important activities from falling through the cracks. Managers benefit, too, by having ready access to reports that show key performance metrics and progress toward goals.

Infor CRM Welcome

Reporting dashboard in Infor CRM

This scenario described core functionality, but these technologies are also widely used in a broad range of CRM applications. Below is a brief explanation of each of these application types.

Common Functionality of CRM Software

When comparing CRM software solutions, it’s important to understand the functionality included in each. The most common functions in this type of software are listed in the table below:

Marketing Integration Lead management (including tools for lead generation, scoring and nurturing), email and event marketing, landing pages, Web and marketing analytics tools and campaign management.
Sales force automation Contact and opportunity management, workflow automation, territory management, sales forecasting, pipeline analysis and reporting.
Customer service & support Trouble ticketing, knowledge management and knowledge base systems, self-service solutions, case management, customer experience platforms, live chat and surveys.
Field service management Dispatching, scheduling, invoicing, inventory management and order management.
Call center automation Call routing, recording and monitoring; load balancing, call list management, autodialing, scripting, computer telephony integration (CTI) and interactive voice response (IVR).
Help desk automation Trouble ticketing, knowledge management, self-service, IT asset management, network management, service level agreement (SLA) management and remote control.
Channel management Lead and contact management, partner portals, partner relationship management and market development funds management.

Market Trends to Understand

As you compare CRM software, it’s important you keep the following industry trends in mind. 

Social CRM. The biggest trend is the convergence of customer relationship management and social networking technologies, loosely referred to as “Social CRM.” In fact, five top industry analysts have predicted this trend as having the biggest impact on how customer tracking software programs evolves.

Today, this intersection of social and client management software can be as simple as adding Facebook data to customer profiles. Or it can be more complex, with niche social media analytics products that tap into social APIs and generate leads, mine for customer sentiment or traffic and prioritize social customer service requests.

Radian6_Social_Dashboard

An example of a social media stream with contact details from Radian6

Mobile CRM. Mobile applications for customer relationship management are becoming increasingly sophisticated and popular. These tools don’t just port functions to a mobile interface—top CRM software vendors will offer apps that leverage the unique capabilities of mobile devices, such as GPS and voice (click here for a more detailed description of common iPad CRM features).

An outside sales rep could, for example, pull up a map of their current location and see pinpoints for accounts in that area. Or, a customer service rep might have the ability to speak a query into their mobile app, rather than try and type everything out on a tiny smartphone keyboard.

Pricing: Web-Based vs. On-Premise

In 1999, Salesforce.com entered the market as the first major player in the Software-as-a-Service (SaaS) CRM space. Today, a majority of CRM products—particularly those built for small businesses—are now SaaS solutions, though on-premise options still exist. The deployment method you choose should be a key consideration when conducting your CRM software comparison. Pricing between these two models usually (but not always) differs in the following ways:

  • Cloud-based software, also called Software-as-a-Service (SaaS), is typically priced on a subscription basis determined by the number of “seats” (sales reps, support agents, field technicians etc. who need to access the software). This type of software is housed off-site on servers managed by the software company. Because the software is delivered in a Web-browser, it can be a great option for Mac-based offices. For additional details on Mac CRM options, visit this guide.
  • On-premise customer management systems usually require purchasing a perpetual license upfront, with no recurring subscription cost. But users might also pay additionally for upgrades, customizations or maintenance. This software is housed on the buyers’ servers.

Recent Events You Should Know About

Everstone acquires C3. In October 2016, Indian equity fund Everstone Capital, along with co-investor Sunrise BPO, acquired US-based CRM solutions provider C3 (Customer Contact Channels) in a deal worth USD 150 million.

Freshdesk acquires Pipemonk. In January 2017, major CRM vendor Freshdesk bought Bangalore-based startup Pipemonk (which helps companies move data between cloud platforms) for an undisclosed amount.

Gartner notes CRM software market grew 12.3 percent. In May 2016, Julian Pouter, research director at Gartner, noted that the greater than 30 notable CRM acquisitions from 2015 had led to a 12.3 percent growth in the market.

Free Download:
CRM Software Pricing Guide

Free Download:
How to Assess CRM Vendors' Viability

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