Best CRM for small business in 2023

meeting in an office
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Determining the best CRM software (opens in new tab) for your business can feel overwhelming – even more so if your business is small or new.

The first step for any small business owner is to understand the reasons why you need a CRM (opens in new tab) in the first place. Then, when you've decided that a CRM is of benefit to your business model, focus on finding a solution which is best in terms of ease of use, affordability, and key features, i.e. functionality that will benefit your specific business type, your business goals, and the sector you operate in. 

CRM software (customer relationship management) usually comes with a variety of different features and tools, but ultimately its purpose is to streamline processes and improve the service your business offers. 

While businesses have different requirements, the best CRMs for small business should assist in managing your existing and potential clients, and enable real growth.

In this guide, we'll highlight the five CRM solutions we consider to be the best for small businesses.

You can learn more about small business CRMs with our article 5 reasons why you need a small business CRM (opens in new tab) or, if your business is in real estate, then we have a guide specifically tailored for your sector: the best CRMs for real estate (opens in new tab).

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The best CRMs for small business

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1. Salesforce: the best CRM for start ups (US-only link) (opens in new tab)

1. Salesforce: the best CRM for start ups (US-only link) (opens in new tab) Salesforce is the market-leader for CRM software, and for good reason: its comprehensive suite of customer relationship tools, alongside excellent integration and unrivalled customization, meaning it's ideal for ambitious start ups, aiming to grow quickly.

2. Freshsales: multiple options for small businesses (opens in new tab)

2. Freshsales: multiple options for small businesses (opens in new tab)
Exclusive reader deal – $15 per user/mo:
Freshsales (opens in new tab) offers a range of various CRM solutions for businesses, but particularly for small business. These include sales, marketing, and a customer helpdesk, and the service uses AI to help with organization and lead-scoring. It's also intuitive, has a user-friendly interface, and boasts strong sales features.

3. Zoho CRM: ideal for new small businesses (opens in new tab)

3. Zoho CRM: ideal for new small businesses (opens in new tab)
Zoho CRM (opens in new tab) provides powerful cloud-based software, with excellent customer management and lead generation tools and no compromise on capability. Social media searching, automated workflows, reporting tools, and more add to seamless integration with other Zoho tools, with a solid free plan offering great value.

How to choose the best CRM for small business

Ultimately, choosing the best CRM for small business depends on your needs—does software with more cost-effective pricing take precedence, or are the higher levels of personalization and efficiency that often come with a pricier plan more important?

For instance, Salesforce would be better suited to businesses undeterred by the higher costs associated with the higher levels of customization on offer. It can also expand with your business, while less efficient CRM platforms like Hubspot may struggle to keep up with demand as your business grows. Those looking for an easily-integrable, simple, and affordable CRM solution may want to consider Streak instead.

Overall, ease of use is an important factor to consider. CRM software is something that will be incorporated into the daily operations of your business, so you’ll want something that you and your colleagues can hit the ground running with—there’s no point investing in a technical CRM if no-one can understand it. 

You’ll also want to consider the features most beneficial to your daily operations, like project management features, lead generation tools, and third-party app integration, as the focus of each CRM software can differ. 

Reasons why small businesses need a CRM

While determining the best CRM for small businesses will depend on individual priorities, the software options presented in this buying guide are all strong contenders for small businesses—though ultimately, the size of your small business will likely determine the best option. 

For instance, Streak CRM and HubSpot both offer free plans which would suit individual professionals or businesses just starting out, while Freshworks prides itself on being a good all-rounder for small- to mid-sized businesses. Zoho would provide an ideal CRM for existing users of the Zoho Suite, while Salesforce leads the way overall as the CRM industry giant.

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Our picks for the best CRM for small business, compared
CRM softwarePriceFree plan?Trial periodSupport
SalesforceFrom $25 per user a monthNo30 daysEmail, ticketing, and phone
Freshsales$15 per user a monthYes21 daysPhone and email (Mon-Fri)
Zoho CRMFrom $14 per user a monthYes15 daysEmail (Mon-Fri)
HubSpotFrom $45 for two users a monthYes14 daysLive chat, phone, online meeting
Streak CRM for GmailFrom $15 per user a monthYes14 daysEmail, with priority support for Enterprise plans

The best CRM for small business you can buy today

salesforce logo

(Image credit: Salesforce)
Best for advanced customization


Price: From $25 per user a month
Free plan: No
Trial: 30 days
Support: Email ticketing and phone

Reasons to buy

Advanced customization
Small business pricing available
Long trial period

Reasons to avoid

Typically more expensive than competitors
No free plan available 

While Salesforce is perhaps best known as the market-leading CRM giant adept at managing the operations of enterprise-level businesses, it offers solutions for small businesses too. 

Providing an all-in-one solution to your sales, service, and marketing needs, Salesforce offers competitive plans for smaller businesses with its Small Business Pricing Solutions. The Essentials package provides both sales and customer service in one simple app for just $25 per user a month. This means smaller businesses can enjoy the power of market-leading CRM at a lower price.

Overall, the Salesforce interface is intuitive and sales-focused, but you can customize features like dashboards and reports to match your business needs and personalize your user experience. The CRM also boasts additional features to streamline your sales and business processes, including internal communication tools like on-screen calls, the easy creation of a client knowledge base, data export, email templates, and third-party tool integration with apps like Slack.

Find out more by reading our full Salesforce Service Cloud review (opens in new tab).

Freshsales logo

(Image credit: Freshworks)
Best all-rounder for smaller businesses


Price: $15 per user a month
Free plan: Yes
Trial: 21 days
Support: Phone and email (Mon–Fri)

Reasons to buy

Free plan available
Clear, intuitive dashboard
Customizable web forms for website data capture

Reasons to avoid

Limited lead generation tools
Limited third-party integrations

Freshsales provides a variety of tools that make it simple for small- and mid-sized businesses to support their clients, understand customer intent, and efficiently convert leads into sales. 

A combination of the Freshworks automation software, the Freshsales suite is all-in-one CRM software that unites sales and marketing. 

Utilizing the intelligent Freddy AI assistant, the Freshsales provides transparent insights into customer engagement, helping businesses discover leads, close deals, and nurture client relationships. The software also has an intuitive, user-friendly interface on both desktop and mobile, providing fast access to client records and communications. 

Third-party tools like Gmail and Outlook are also easily integrated, allowing you to create bulk email templates while monitoring both sent and received communications to prospective clients. Businesses can also utilize the built-in call feature to automatically update client records.

While the CRM is lacking lead generation tools like business card scanners, it provides customizable web forms to capture lead data from your business website—ideal for smaller businesses looking to grow their client base.

Read our full Freshsales review (opens in new tab).

zoho logo

(Image credit: Zoho)
Best for existing Zoho suite users


Price: From $14 per user a month
Free plan: Yes
Trial: 15 days
Support: Email (Mon-Fri)

Reasons to buy

Easily integrates with other Zoho tools
Great for lead capturing
Simple to use

Reasons to avoid

Paid plans can be pricey
Support only available Monday–Friday

Powerful cloud-based CRM software boasting excellent customer management and lead generation tools, Zoho CRM is well-equipped to assist in running a small business. 

While the platform is very easy to use, it doesn’t compromise on capability—the software features the ability to search social media and LinkedIn to capture new customer contacts, scan business cards, and provide automated workflows to assist sales teams. Alongside this, you can benefit from reporting, client contact and communication records, website visitor segmentation, and pipeline management. 

The main pro to the CRM, however, is the seamless integration with other Zoho tools, including the Zoho sales, marketing, and project management suite, Zoho Invoice, and Zoho Campaigns. Overall, Zoho CRM can be pricey, but with a solid free plan and a $14 a month plan on offer, smaller businesses could find enough features for their needs. 

Check out our full Zoho CRM review (opens in new tab).

hubspot logo

(Image credit: HubSpot)
Best for a free plan


Price: From $45 for two users a month
Free plan: Yes
Trial : 14 days
Support: Live chat, phone, online meeting

Reasons to buy

Free-forever plan available
Hundreds of app integrations
Easy to understand

Reasons to avoid

Expensive premium plans

HubSpot is an ideal CRM solution for small businesses just starting out. While there are several paid plans, you can also get started free of charge with a lightweight yet powerful version of the CRM software. 

Users of the free HubSpot CRM can benefit from highly capable client database software to assist in managing and maintaining new leads, with dashboard reporting, company insights, deal tracking, and pipeline management—all of which are portrayed simply via the user-friendly interface. 

A wide range of free tools is also at your disposal to organize your customer journey, including email tracking and templates, on-screen calling, and contact management. Plus, you can enjoy integration from over 300 third-party apps like Slack, along with lead-generation software. 

If you fancy upgrading from the free plan, both the Sales and Marketing Hubs start at $45 a month for two users, with additional features like task automation notifications and conversation routing included. 

Read our full HubSpot CRM review (opens in new tab).

Streak logo

(Image credit: Streak)

5. Streak CRM for Gmail

Best for existing Gmail and Google Workspace users


Price: From $15 per user a month
Free plan: Yes
Trial: 14 days
Support: Email, with priority support for Enterprise plans

Reasons to buy

Built into Gmail 
Free plan available
Simple to import and export data

Reasons to avoid

Expensive for larger teams

For existing users of Gmail and Google Workspace, Streak is the simplest CRM to incorporate into the daily operations of your small business. It is built directly into Gmail, so you can work from your inbox and enjoy integration with other Google Workspace apps like Sheets, Docs, Drive, and Chat to help keep all your data accessible and in one place. 

Streak CRM allows you to track client emails, manage contacts, monitor leads, and keep on top of your sales funnel. You can capture leads directly from your contacts, track and share client interactions, easily import or export data, create custom pipelines, and set tasks and reminders, among other things.

With a forever-free plan offering basic CRM to individual professionals and a Solo basic plan starting at $15 a month, Streak CRM is highly affordable for single professionals or small teams and businesses. However, it can get pricey if you’re working within a larger team, with the premium Pro plan starting at $49 per user a month.

CRM features and benefits explained

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Contact / lead management

Storing prospect details to nurture relationships are at the core of a CRM system. Integrations with contact apps and social media accounts are a plus, maximizing lead information for sales teams.

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Deal management

When a sales opportunity is identified, deal management optimises team productivity, making a deal more likely. Deal management can include setting milestones, tasks, and deadlines.

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Workflow automation

Automation ensures critical tasks are done and you save time. For example, email templates can be scheduled to go out to prospects when they reach a certain stage in the sales funnel.

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Bulk emails

Bulk emails can initiate and advance relationships, saving a sales teams time. Most CRM solutions store and personalize email templates and can customize recipient groups.

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Call and email logs

Tracking customer communications in a centralized CRM platform removes the need to rely on human memory and ensures teams are equipped with the latest information on the relationship.

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Lead generation

A good CRM system helps you gather new leads in a cost-efficient way. This can include inputting business card data via mobile app and scraping the internet for specific customer profiles.

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Lead assignment

If you’ve got a growing sales team, being able to assign leads to staff members is key to ensuring the best person is on the case, thus increasing the chances of closing deals.

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Reporting and analytics

Customizing and exporting reports on your sales and marketing activities helps you learn from successful deals and focus your attention on high-likelihood prospects.

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Drag-and-drop sales pipeline

For manual changes to your pipeline activities, drag-and-drop Kanban-style boards are a quick and easy way to update the status of different deals.

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Third-party integration

Integrating with other business software increases the information you have on contacts and can add new features, such as email campaign management. 

How we review and test CRM software

When finding areas of focus for reviewing CRM software, we look at key components to determine the overall quality of the user experience. We examine aspects like pricing by examining the plans that are available, how many users these allow, and whether any other additional costs are involved. 

We also look at the software features that would make your work life easier; reporting, automation, client management, and AI integrations, and whether there is adequate customer support on-hand to assist with this.

Other important areas in our reviews are software usability and support; is the interface user-friendly and intuitive? If you were to get stuck, is immediate support available 24/7, or will responses take two to three working days? By examining aspects like this, we can determine the overall user experience of the software and make informed recommendations.

See how we test, rate, and review products on TechRadar.  

Further reading on CRM software

If you want to find out more about CRMs, read our features asking what is CRM software (opens in new tab), and what is a CRM in real estate (opens in new tab). We also discussed five reasons why you need a small business CRM (opens in new tab), and seven changes to a CRM for business (opens in new tab) that drive customer growth. You might also find our other buying guides helpful, which look at the best CRM for real estate (opens in new tab) and the best free CRM software (opens in new tab).

We've also listed the best productivity tools.

Christian is a freelance writer and content project manager with 6+ years' experience writing and leading teams in finance and technology for some of the world's largest online publishers, including TechRadar and Tom's Guide.