The Top 9 CRM Software tools for SaaS Companies by Use Case (+ Buyers Guide)

Customer relationship management (CRM) software tools record, track, and manage customer information. They empower your sales team to delight prospects and close more deals.

But while all CRMs have a similar function, they vary substantially from one another on everything from features to user interface to pricing.

The wide variety of CRM vendors can make selecting a CRM tool feel overwhelming. The good news is that there’s almost certainly a tool that’s the right fit for your needs.

This article lists the top CRMs on the market and the ideal use case for each and the pros and cons of each. For each one, we’ve also outlined the best ways for your sales team to capture feature requests made by prospects and share them with your Product team.

Disclaimer: We worked hard to make sure all information about these tools was accurate at the time of writing. But pricing and features change. If something’s not right, just send us an email and we’ll fix it.

1. HubSpot CRM: Best overall

HubSpot offers a versatile CRM system that can accommodate both small teams and startups as well as midsize and enterprise businesses. It’s an especially good choice if you’re looking for a CRM that plugs into your marketing tools.

HubSpot CRM has all the features you need to build visual sales pipelines, track progress, and power growth. Its customizations empower you to tailor pipelines to your company’s workflow, while triggers and automation tools let you free up time for higher-touch sales activities.

HubSpot is simply packed with the features you need to sell more effectively.

Key features:

• Live chat generates leads from web traffic 24/7
• Contact management platform
• Mobile app
• Visual dashboards and customizable reports
• Integrations with communication tools like email and communication tracking
• Sales force automation tools

Pros

• Automation templates help your teams optimize productivity
• Can scale from tiny teams up to enterprises
• Easy-to-use drag-and-drop user interface
• Unlimited data storage on all plans
• Industry-leading support
• Competitive pricing

Cons

• No AI tools to surface Sales insights
• No on-premises option, which some companies may prefer.

Tracking feature requests and product feedback: It’s easy for your sales team to track product feedback and feature requests from HubSpot from Savio.

Just set up HubSpot’s Savio integration and you’ll be able to send feedback to HubSpot by tagging it with #Product (see how) or using a chrome extension.

You’ll also be able to use your HubSpot CRM customer data to slice and dice your feature requests to help your product team find the highest-impact features to build. And that better product will make it easier for the Sales team to close more deals. It’s a virtuous cycle.

Check out our guide with 7 ways to track feature requests from HubSpot here.

How much does HubSpot cost? HubSpot CRM offers some CRM tools on its free plan. Paid plans currently start at $30 per month.

Note: Savio helps B2B SaaS Customer Success, Product, and Sales teams organize and prioritize product feedback and feature requests. Learn more about Savio here.

2. Salesforce: CRM solution for enterprises

Salesforce offers a complex CRM called Sales Cloud that’s built for enterprises and very large organizations. It offers sales solutions for a wide variety of industries, including manufacturing, retail, real estate, healthcare, and financial services. It also offers a platform where you can build custom apps to integrate with other software tools that you use.

Key features:

• Account and contact management
• Opportunity management
• Sales automation
• Forecast management
• Territory planning
• Reports and dashboards

Pros

• Cloud-based application that can be accessed from anywhere
• Several native integrations to connect to your other tools
• Accommodates extremely large global sales teams
• Comprehensive analytics and forecasting models
• AI helps identify at-risk accounts

Cons

• Usually requires significant customization by your development team
• The wide range of features can make it difficult to set up and use
• No on-premises option, which some companies may prefer
• Very high price point

Tracking feature requests and product feedback: Salesforce offers its own feedback tool called Salesforce feedback management. The problem with it is that it’s really just a survey tool—you can’t use it to track feature requests through a development process. It’s also extremely expensive, and you can’t use it to centralize feedback because your other channels (like Intercom, Zendesk, or Help Scout) don’t connect to it.

Instead, there are better ways to track customer feedback from Salesforce, including using a dedicated customer feedback management tool like Savio.

Set up the Savio integration with Salesforce, and you can quickly send feedback from Salesforce to Savio. You can also see your feature request details inside your Savio account, so you can prioritize features by, for example, opportunity revenue.

How much does Salesforce cost?

Salesforce pricing is complicated to estimate because there are many potential add-ons to choose from. But the basic Salesforce Sales Cloud product currently starts at $25 per user per month.

3. SAP: CRM that connects with an ERP

SAP is another large CRM vendor. Their product is Sales Cloud, a cloud-based CRM platform that is part of the larger SAP Customer Experience suite of products. The platform helps enterprises manage their sales processes as well as other customer experience (CX) activities.

What makes SAP’s Sales Cloud special is that it integrates easily with other SAP products. That means you can connect your CRM with the other tools your team uses: Your enterprise resource planning (ERP) and e-commerce systems, support tools, and marketing campaign tools.

Key features

• AI insights and scoring to prioritize engagement
• Field sales enablement tools and visit planning
• Interactive dashboards and analytics
• Lead and opportunity management
• Forecasting with real-time data
• Visual pipeline management

Pros

• Mobile applications let your sales team access customer data from anywhere
• Connects to the rest of the SAP ecosystem, including ERP databases
• Advanced automation tools help reduce repetitive sales tasks
• Engage customers across a number of digital channels
• Highly customizable

Cons

• Customizations may require a significant investment of development resources
• A very complex system that requires extensive training and support to use
• Can take a long time to set up and implement
• Limited connection to third-party applications
• Very high price point

Tracking feature requests and product feedback: While it is possible to analyze customer feedback inside the SAP ecosystem, it’s not ideal because it doesn’t connect to all the sources of customer feedback.

Instead, better options for sending feedback from your sales team to your feedback tool include:

• A browser extension
• A customer feedback form

How much does SAP Sales Cloud cost?

SAP Sales Cloud pricing isn’t available—contact the company to learn more about their prices.

4. Copper: CRM for small teams

Copper is a cloud-based CRM option aimed at very young startups and small businesses. It is lightweight and is built to integrate easily with Google Workspace tools like Gmail, Google Calendar, and Google Drive. If you’re a small business that runs on Google apps, Copper could be an appropriate choice for your team.

Key features

• Contact management using your Gmail contacts
• Project management and collaboration tools
• Sales pipeline management
• Email automation
• Mobile apps

Pros

• Mobile apps give you access from anywhere
• Simple workflow automation help save time
• It’s easy to set up, learn, and get started
• Well-designed user interface

Cons

• Many basic features are only available on more expensive plans
• It’s not useful for teams that don’t use the Google ecosystem
• The downside of the tool’s simplicity is relatively few features
• It doesn’t scale well to medium-sized or large companies

Tracking feature requests and product feedback: With Copper, your Sales team is likely receiving most of their feedback via Gmail or through customer calls. The best ways to collect customer feedback with this CRM tool are:

• Forwarding product emails to Savio
• Using a browser extension for customer feedback

(Here’s your full guide to tracking feature requests and feedback from email)

How much does Copper cost?

Copper currently has three plans. The basic one starts at $23 per user per month.

5. Freshworks: CRM for connecting with marketing

Freshworks offers a full suite of customer service, IT, and sales software tools. Their CRM offering is Freshsales, a cloud-based CRM aimed squarely at small and medium-sized businesses (SMBs). The tool is at its best when paired with Freshmarketer, the multichannel and conversational marketing tool.

Key features

• AI-powered chatbots and deal insights
• Track page visits and visitor behavior
• Contact management and scoring
• Multichannel communication
• Customizable web forms

Pros

• Automations and triggers help reduce repetitive tasks
• Generate quotes and invoices right from the platform
• AI provides actionable sales insights
• Very simple user interface

Cons

• Businesses may grow out of Freshsales as they scale
• Integrations are limited compared to its competitors
• The learning curve for sales reps can be steep
• Limited customizations

Tracking feature requests and product feedback: The best way to track customer feedback from Freshworks tools, including Freshsales and Freshdesk, is by using the Chrome extension.

.You can easily capture feedback from Freshworks using the Savio Chrome extension.

How much does Freshsales cost?

Freshsales currently has three plans. The lowest plan, Growth, starts at $15 per user per month.

6. Monday.com: CRM for connecting with PM software

Monday.com offers a full suite of collaboration and project management tools, including the Sales CRM. Like the rest of their suite of tools, the focus of their CRM is on task management, tracking, and organization. In contrast to other tools, it’s relatively light on sales-specific features, like forecasting and analytics.

Key features

• Centralizes communication with integrated email
• Sales operations and hiring organization tools
• Post-sales activity management
• Lead and deal management
• Customizable dashboards

Pros

• Integrates easily with other Monday.com software tools
• Customizable pipelines let you tailor the tool to your sales cycle
• Many integrations help you connect to the other tools your teams use
• Great for project management and task organization

Cons

• Not easily able to manage customer communications across all channels
• Missing advanced features like AI insights and automation
• Has a Kanban-style board but not many other views
• Not as strong at producing visual sales pipelines

Tracking feature requests and product feedback: Monday.com has its own roadmapping tool for your Product team, but the CRM doesn’t easily handle product feedback. The best way to track feature requests from Monday is with Savio’s Chrome extension.

.You can easily capture feedback from Monday CRM using the Savio Chrome extension.

How much does Monday.com CRM cost?

Monday.com currently has five plans for their CRM software. The individual plan is free for up to two people. Paid plans start at $10 per seat per month

7. Less Annoying CRM: Simple to use

The Less Annoying CRM (LACRM) is designed to be a super simple software solution. It’s aimed at small businesses that are looking to upgrade from spreadsheets. LACRM gives you the basic features you need to manage customers—contact management, pipelines, calendars, and tasks—without any extras. It’s great for lean Sales teams, but if you’re looking for advanced functionality or analytics, it may not be the best choice.

Key features:

• Contact management
• Calendar syncing
• Lead management
• Mobile access

Pros

• You can implement customizations without using IT resources
• Simple and competitive pricing
• Easy to learn and use
• No feature bloat

Cons

• Relatively few integrations make it difficult to connect to your team’s workflow
• Limited automation leaves repetitive tasks for your Sales team
• Not able to do advanced data analytics or sales forecasting
• Limited marketing automation functionality
• No AI tools to surface insights

Tracking feature requests and product feedback: The best way to track product feedback from LACRM is with Savio’s Chrome extension.

How much does Less Annoying CRM cost?

LACRM is simple even in its pricing—it has a single plan that costs $15 per user per month.

8. Microsoft: On-premises CRM

Microsoft offers an enterprise CRM solution called Dynamics 365 Sales. It is unique in that it’s one of the few CRMs that are still available as an on-premises solution rather than a cloud-based CRM solution.

Key features:

• Communicate with customers through several different channels
• AI and predictive analytics generate suggestions for the next best action
• Analyze pipelines individually and collectively
• Tools for training and managing sellers
• Deal risk notifications
• Mobile applications

Pros

• Integrates easily with Microsoft Office tools including Outlook, SharePoint, and Teams
• Easy to collaborate with others across your organization to close deals
• Offers advanced sales analytics helping your team make better sales decisions
• AI tools help automate sales activities and create efficient workflows
• Option to house the software on-premises

Cons

• The wide range of features can make it difficult to set up and use
• Customizations may require a significant investment of development resources
• Limited compatibility with applications outside of Microsoft’s own tools
• Usually requires significant customization
• Very high price point

Tracking feature requests and product feedback: The best way to track product feedback from Microsoft dynamics is with Savio’s Chrome extension.

.You can easily capture feedback from Microsoft Dynamics 365 Sales CRM using the Savio Chrome extension.

How much does Microsoft Dynamics 365 Sales cost?

Dynamics 365 Sales is on the higher end of the pricing spectrum. It currently has four main pricing plans. The least expensive Professional plan starts at $65 per user per month.

9. Zoho: CRM for remote and hybrid teams

Zoho is a CRM SaaS platform that’s particularly well-suited for teams that have to work together remotely. It’s cloud-based and scalable from SMBs to enterprises. The CRM is just one of many products Zoho offers—other modules include a platform for marketing teams, a customer support ticketing tool, a finance and bookkeeping application, and a business intelligence (BI) tool.

Key features:

• Automation of routine sales, email marketing, and support tasks
• Sales process management rules and tools
• Manage customer communications via customer portals, email, social media, and more
• Sales rep performance management tools
• Customizable components and sales pipelines
• Mobile applications

Pros

• Comprehensive features provide your teams with lots of functionality
• Easy to collaborate with others across your organization to close deals
• Advanced sales analytics helps your team focus on high-impact actions
• Integrates with a number of third-party applications
• Particularly useful if you use other Zoho software applications

Cons

• The wide range of features can make it difficult to set up and use
• Customizations may require a significant investment of development resources
• No on-premise option, which some companies may prefer

Tracking feature requests and product feedback: The best way to track product feedback from Zoho is with Savio’s Chrome extension.

.You can easily capture feedback from Zoho CRM using the Savio Chrome extension.

How much does Zoho CRM cost?

Zoho currently has four main pricing plans. The least expensive, the Standard plan, starts at $14 per user per month.

Buyers guide for CRM software vendors

The above tools vary greatly in terms of their features and their cost. How can you choose the vendor that fits your business needs best?

Here are some of the critical criteria to evaluate as you search for your next CRM.

Effective contact management

Perhaps the most important function of a CRM is that it becomes the single source of truth for your customer data. If it can also enrich your first-party data, so much the better. Look for a tool that your sales reps can easily keep updated with the most recent customer data.

Pipeline visibility

The best CRM will give you the tools you need to track leads and locate them in your sales funnel. You’ll be able to see which deals have the most potential, which are most likely to close, and which could be at risk. Most of all, your tool should guide your teams toward the activities that will actually have the greatest impact on your sales.

Activity tracking

A useful CRM will quickly keep track of all the customer interactions your sales team engages in. It will act as a central log so that you can see which activities generate more sales and which don’t. Choose a CRM that automatically tracks sales activity so that your team doesn’t have to manually log sales calls or emails.

Data analytics

Sales is as much a science as it is an art—and science requires data. Collecting and analyzing sales data can help you learn, for example, which customer segments are more valuable or more likely to close. They can also help you identify which sales activities are most effective.

The best CRMs will make it easy for you to draw useful insights from your sales data and streamline your sales business processes.

Look for software that presents your sales KPIs in a way that allows you to feel confident about what actions to take next. Ideally, you’ll be able to create customizable sales dashboards with the data that matters most to your team.

A simple UI with a shallow learning curve

To be useful, your teams actually have to be able to use their CRM. That sounds obvious, but we know from experience that many tools are so complicated that sales reps actually struggle to use them. A feature-rich CRM can actually hamper your sales if it’s not well-designed.

As you test out various tools, invite members of your sales team to take them for a test drive too. Prioritize tools that are intuitive to use.

Superior training and support

Even the most user-friendly tools require training. Some tools offer top-notch training, videos, guides, and documentation, but many don’t.

Look for vendors that offer a range of different training and support solutions so that you can serve yourself when appropriate, or contact a support person when you need to.

Choose the right CRM vendor to keep your customers happy

Finding a CRM software company that fully meets your needs ultimately empowers you to provide the best experience for your customers and prospects. In that way, a CRM is just a tool that helps you optimize customer happiness.

There are lots of CRMs out there, but some may be a better fit for your company, sales cycle, and customers.

Regardless of the CRM you choose, make sure that it allows your Sales team to keep track of product feedback and feature requests without leaving their tool.

Note: Savio helps B2B SaaS Customer Success, Product, and Sales teams organize and prioritize product feedback and feature requests. Learn more about Savio here.

Take Savio for a test drive and see if it’s a good fit. Start your 14-day free trial and take it for a test drive.

Read next: How to Handle Customer Feature Requests: A Step-by-Step Guide with Examples

Last Updated: 05-03-2023

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