The best CRM software, tested and ranked
We ran six CRMs through the same week of sales work, with the same pipeline, the same tasks and the same report questions. Here's which one did best, who each suits and what each costs to start.
About this list
CRM software keeps your contacts, companies and deals in one place, logs every email, call and meeting, and shows your pipeline so the team knows what to do next. Most now add automation, forecasting and AI that drafts follow-ups or summarises calls. You'll find more in our CRM software section and our sales software hub.
The basics look similar from tool to tool. What separates them is how easily a small team gets real work done, whether the reports answer everyday sales questions, how well they connect to email, calendar and phone, and what you end up paying once seats, add-ons and contract terms are counted. Refund and cancellation rules vary a lot, from a 30-day money-back promise to no refunds at all.
To compare them fairly, we used each CRM for the same one-week test, from October 25 to October 31, 2026. We imported the same 100-deal sample pipeline for a made-up online store, worked through the same 12 everyday sales tasks on the plan for a five-person team, asked each tool's reports the same five sales questions and ran six email, calendar and phone checks.
Compare at a glance
| # | Tool | Best for | Cheapest way to start | Score |
|---|---|---|---|---|
| 1 | Salesforce | Best overall | $25 a month (Starter Suite) | 5.0 |
| 2 | Zoho CRM | Best value | $20 a month (Standard) | 5.0 |
| 3 | HubSpot CRM | Best free CRM to start with | $20 a month (Starter) | 4.0 |
| 4 | Pipedrive | Best for a simple visual pipeline | $24 a month (Lite) | 4.0 |
| 5 | Close | Best for phone-heavy teams | $19 a month (Solo) | 3.0 |
| 6 | Monaco | Best for funded startups | No public price | 2.5 |
Features and terms compared
These facts come from each company's own pages and our research, with prices checked on November 3, 2026.
| Tool | Starting price | Free plan or trial | Built-in calling | Refunds | Integrations |
|---|---|---|---|---|---|
| Salesforce | $25 a user a month (Starter Suite) | 30-day trial, no card needed | Not stated | Not stated | Slack, Teams, Tableau, AgentExchange |
| Zoho CRM | Free for 3 users; Standard $20 a user a month | Free plan; trial length not stated | Through integrations | Within 30 days (monthly) or 45 days (yearly) | Zoho apps, Google Ads, email and calling |
| HubSpot CRM | Free for 2 users; Starter $20 a seat a month | Free plan with no time limit | Calling minutes from Starter | Reportedly non-refundable | 2,000+ apps |
| Pipedrive | $24 a user a month (Lite) | 14-day trial, no card needed | Not stated | Non-refundable | 500+ apps |
| Close | $19 a user a month (Solo) | 14-day trial, no card needed | Yes, calls and texts billed by usage | 30-day full refund | 100+ integrations |
| Monaco | $10,000 upfront credit commitment | No trial; demo only | Not stated | Not stated | Not stated |
Test results side by side
Salesforce and Zoho CRM pulled clear of the rest, both scoring 5 out of 5. Each got all 12 sales tasks right and answered all five report questions. Zoho CRM was the quicker of the two, at 2.8 minutes per task against 3.2, and the fastest to set up at 110 minutes. Salesforce passed all six email, calendar and phone checks, where Zoho CRM passed five, and that edge put it first.
HubSpot CRM and Pipedrive both scored 4. HubSpot imported our deals best, with 93 of 100 coming through correctly, and passed every connection check, but got 10 of 12 tasks right. Pipedrive got 11 of 12 right, but only 81 of 100 deals imported cleanly. The bottom two struggled: Close and Monaco each got just 8 of 12 tasks right, took 6.1 and 7.3 minutes per task, and needed 176 and 215 minutes to set up. The biggest surprise was how much import quality varied, from 93 clean deals down to 65, so plan time to check your data whatever you pick.
Every tool got the same test, between October 25, 2026 to October 31, 2026.
| Tool | Score | Tasks completed and minutes per task | Setup and import time | Reporting: can it answer 5 standard sales questions | Integrations with email, calendar and phone | Price for 5 and 25 seats, including required add-ons |
|---|---|---|---|---|---|---|
| Salesforce | 5/5 | 12/12 tasks correct; 3.2 min/item | 115 min setup/import | Standard report questions answered 5/5 | Email/calendar/phone checks 6/6 | – |
| Zoho CRM | 5/5 | 12/12 tasks correct; 2.8 min/item | 110 min setup/import | Standard report questions answered 5/5 | Email/calendar/phone checks 5/6 | – |
| HubSpot CRM | 4/5 | 10/12 tasks correct; 4.2 min/item | 114 min setup/import | Standard report questions answered 4/5 | Email/calendar/phone checks 6/6 | – |
| Pipedrive | 4/5 | 11/12 tasks correct; 4.0 min/item | 140 min setup/import | Standard report questions answered 4/5 | Email/calendar/phone checks 5/6 | – |
| Close | 3/5 | 8/12 tasks correct; 6.1 min/item | 176 min setup/import | Standard report questions answered 3/5 | Email/calendar/phone checks 4/6 | – |
| Monaco | 2.5/5 | 8/12 tasks correct; 7.3 min/item | 215 min setup/import | Standard report questions answered 4/5 | Email/calendar/phone checks 3/6 | – |
Salesforce
Best overallSalesforce came first of six with 5 out of 5. It got all 12 sales tasks right at 3.2 minutes each, answered all five report questions and was one of only two tools to pass all six email, calendar and phone checks. Set-up and import took 115 minutes, and 91 of our 100 deals came through correctly. Our full Salesforce review has the details.
Salesforce Sales Cloud tracks leads, accounts, contacts and deals and forecasts revenue. It is built to be customised heavily, with Slack, Tableau and the AgentExchange marketplace around it, and Agentforce AI agents sold as an add-on from $125 per user a month. The entry Starter Suite is $25 per user a month, but the full editions run from $100 to $550 per user a month and are only sold billed yearly.
The product isn't the risk; the commitment is. Users rate the company poorly, with 1.2 out of 5 on Trustpilot (660 reviews, checked November 2026), mostly over cost, billing disputes and support. In 2025 attackers also stole data from Salesforce customers through stolen app tokens and badly set-up portals; Salesforce said no flaw in its platform was used.
Who it's for
Mid-size and large sales teams with complex processes and an admin who can look after the system.
Skip it if
You're a small team on a tight budget. Zoho CRM scored the same 5 out of 5 and costs far less, with a free plan for three users.
What we liked
- All 12 tasks right at 3.2 minutes each
- All 5 report questions answered
- All 6 email, calendar and phone checks passed
What we didn't
- Editions above Starter Suite billed yearly only
- AI agents cost extra, from $125 per user a month
- 1.2 out of 5 on Trustpilot
Key features
- Lead, account, contact and deal management with lead routing
- AI activity capture that syncs emails and events
- Quoting and forecasting on Pro Suite and up
- Agentforce AI agents as an add-on
- Backup, security and data tools on Advanced and up
Plans and prices
| Starter Suite Lead, account, contact and opportunity management; Lead routing. | $25 a month |
| Pro Suite More customisation and automation; Quoting and forecasting. | $100 a month, billed yearly |
| Core Everything in Professional Edition; Slack Business+. | $195 a month, billed yearly |
| Advanced Enhanced security; More AI. | $395 a month, billed yearly |
Zoho CRM
Best valueZoho CRM came second with 5 out of 5, level with Salesforce on the overall score. It was the fastest CRM in our test, getting all 12 sales tasks right at 2.8 minutes each, and the quickest to set up at 110 minutes. It answered all five report questions and scored 5 for reporting. It slipped on one of six connection checks, and 89 of our 100 deals imported correctly. Read our Zoho CRM review for the full test.
Zoho CRM handles contacts, deals, pipelines and sales automation, and sits inside the wider Zoho suite. The free edition covers up to three users. Even the cheapest paid plan, Standard, includes workflows, AI agents, sales sequences and forecasting, and higher plans add quotes, email insights and territory management. Zoho lists a long set of security standards, including ISO 27001 and SOC 2 Type 2.
The weak spots are around the edges. The free trial length isn't stated on the pricing page, and some prices come from a dated third-party listing. Zoho has 3.8 out of 5 on Trustpilot from 6,184 reviews (checked November 2026), with praise for the low price and easy onboarding and complaints about slow support and trial billing surprises.
Who it's for
Small and mid-size teams on a budget who want a capable, configurable CRM, especially if they already use other Zoho apps.
Skip it if
You want a simple tool with no setup at all. Pipedrive's visual pipeline is easier to pick up.
What we liked
- Fastest tasks at 2.8 minutes each, all 12 right
- Free plan for up to three users
- AI agents and workflows on the cheapest paid plan
What we didn't
- Passed 5 of 6 connection checks
- Trial length not stated officially
- Users complain about slow support
Key features
- Contacts and reminders on the free plan
- Workflows, AI agents and sales sequences from Standard
- Quotes, email insights and inventory from Professional
- AI sales assistant and territory management on Enterprise
- Part of the wider Zoho app suite
Plans and prices
| Free Contacts; Reminders. | Free |
| Standard Workflows; AI agents. | $20 a month, or $14 a month billed yearly |
| Professional CPQ; Email intelligence. | $35 a month, or $23 a month billed yearly |
| Enterprise AI sales assistant; Journey orchestration. | $50 a month, or $40 a month billed yearly |
HubSpot CRM
Best free CRM to start withHubSpot CRM came third with 4 out of 5. It imported our pipeline better than any other tool, with 93 of 100 deals correct, and passed all six email, calendar and phone checks. But it got 10 of 12 sales tasks right at 4.2 minutes each and answered 4 of 5 report questions, and set-up took 114 minutes. Our HubSpot CRM review covers the full story.
HubSpot's free CRM has no time limit and needs no card, for up to two users and 1,000 contacts. It includes contacts, deals, pipelines, light email and chat tools and the Breeze AI assistant. Paid Sales Hub plans add workflows, calling minutes, forecasting and AI agents, and HubSpot connects to more than 2,000 apps, including ChatGPT and Claude.
The catch is in the contracts. Paid plans auto-renew and can't be cancelled mid-term, and Professional and Enterprise add one-time onboarding fees of $1,500 and $3,500. HubSpot has 1.5 out of 5 on Trustpilot (1,180 reviews, checked November 2026), with complaints about lock-ins, price jumps and support.
Who it's for
Small teams that want a free, connected start and may grow into a bigger marketing and sales system later.
Skip it if
You dislike yearly lock-in. Pipedrive and Zoho CRM sell monthly plans, and Zoho CRM scored higher in our test.
What we liked
- Best import, 93 of 100 deals correct
- All 6 connection checks passed
- Free plan with no time limit and no card
What we didn't
- Missed 2 of 12 tasks and 1 of 5 report questions
- No mid-term cancellation on paid plans
- Onboarding fees on Professional and Enterprise
Key features
- Contacts, deals and pipelines on the free plan
- Breeze AI assistant included free
- Workflows and calling minutes from Starter
- AI customer agent on Professional and up
- More than 2,000 apps in its marketplace
Plans and prices
| Free Core CRM; Breeze Assistant. | Free |
| Starter No HubSpot branding; 50 workflows. | $20 a month, or $7 a month billed yearly |
| Professional 100 pipelines; 300 workflows. | $100 one-time |
| Enterprise 350 pipelines; 1,000 workflows. | $3,500 one-time |
Pipedrive
Best for a simple visual pipelinePipedrive came fourth with 4 out of 5, and its 4.5 for ease of use was the best of the four tools below the top two. It got 11 of 12 sales tasks right at 4.0 minutes each, answered 4 of 5 report questions and passed 5 of 6 connection checks. Its weak point was the import: set-up took 140 minutes and only 81 of 100 deals came through correctly. Our Pipedrive review has the full test.
Pipedrive puts your deals in a clear visual pipeline and automates follow-up, email and calls. Nova meeting notes, which prepare call briefs, record and transcribe calls and draft CRM updates, are included on every plan. Extras such as lead generation, website visitor tracking, email campaigns and Smart Docs are paid add-ons, and the marketplace has more than 500 apps.
There's no free plan, but the 14-day trial needs no card. Pipedrive's own help pages say all charges are non-refundable, even for unused seats, so remove seats before renewal. Users are happy overall: 4.4 out of 5 on Trustpilot from 3,471 reviews (checked November 2026), with praise for the simple pipeline and helpful onboarding.
Who it's for
Small and mid-size sales teams who live in the pipeline view and want something they can set up themselves.
Skip it if
You want a free plan. HubSpot CRM and Zoho CRM both have one, and Zoho CRM scored higher in our test.
What we liked
- 11 of 12 tasks right at 4.0 minutes each
- Easy-to-learn visual pipeline
- Nova meeting notes included on every plan
What we didn't
- Only 81 of 100 deals imported correctly
- No free plan
- Charges are non-refundable, even for unused seats
Key features
- Customisable visual sales pipelines
- Nova meeting briefs, recording and transcription
- AI sales assistant and email writer
- Add-ons for leads, campaigns and documents
- Audit logs, SSO and role permissions
Plans and prices
| Lite Core pipeline and CRM. | $24 a month, or $14 a month billed yearly |
| Growth More automation and usage limits. | $49 a month, or $39 a month billed yearly |
| Premium Smart Docs included. | $79 a month, or $59 a month billed yearly |
| Ultimate Highest usage limits; Smart Docs. | $99 a month, or $79 a month billed yearly |
Close
Best for phone-heavy teamsClose came fifth with 3 out of 5. It got 8 of 12 sales tasks right at 6.1 minutes each, answered 3 of 5 report questions and passed 4 of 6 connection checks. Set-up took 176 minutes and only 70 of 100 deals imported correctly, so most small teams will find a higher-ranked CRM smoother for everyday work. Our Close review explains why.
Close is built around the phone. Calling, texting and email all happen inside the app on Essentials and up, with a power dialer on Growth and a predictive dialer and live call coaching on Scale. Its AI assistant, Chloe, answers pipeline questions and drafts follow-ups using monthly credits that don't roll over.
The buying terms are friendly: a 14-day trial with no card, a 30-day full refund and monthly plans you can cancel any time. Calls and texts are billed by usage on top of the seat price, and unexpected call charges are a common complaint. Close has 4.5 out of 5 on Trustpilot, from 76 reviews (checked November 2026).
Who it's for
Small inside sales and outbound teams that spend most of the day on the phone.
Skip it if
Your team rarely makes calls. Zoho CRM or Pipedrive handled the everyday sales tasks better in our test.
What we liked
- Calling, texting and email in one app
- 30-day full refund
- 14-day trial with no card needed
What we didn't
- 8 of 12 tasks right at 6.1 minutes each
- Only 70 of 100 deals imported correctly
- Calls and texts billed by usage on top
Key features
- Built-in calling, SMS and email
- Chloe AI assistant on every plan
- Power dialer and workflows from Growth
- Predictive dialer and live coaching on Scale
- 100+ integrations, including Twilio and n8n
Plans and prices
| Solo 1 user; 10,000 leads. | $19 a month, or $9 a month billed yearly |
| Essentials Unlimited leads; Calling, SMS, email. | $49 a month, or $35 a month billed yearly |
| Growth Workflows; Power dialer. | $109 a month, or $99 a month billed yearly |
| Scale Role-based access; Predictive dialer. | $149 a month, or $139 a month billed yearly |
Monaco
Best for funded startupsMonaco came last of six with 2.5 out of 5. It got 8 of 12 sales tasks right at 7.3 minutes each, the slowest in our test, and set-up took 215 minutes, also the longest. Only 65 of 100 deals imported correctly and it passed 3 of 6 connection checks. Its reports held up better, answering 4 of 5 questions. Our Monaco review has the full test.
Monaco is a newer, AI-led CRM that came out of stealth in February 2026 after raising $35 million. It combines a prospect database, buying signals, email sequences, call recording and pipeline tracking. AI agents draft outreach and update deals, while people approve campaigns and run closing calls, and every customer gets a sales executive assigned to them.
Pricing works differently from the others: there are no seat fees and users are unlimited, but you commit $10,000 upfront for credits, then pay monthly for usage. There's no free trial, only a demo, we found no user reviews to check, and its security details weren't published on the pages we read.
Who it's for
Seed and Series A startups that want outbound sales help and a CRM in one.
Skip it if
You're a small business on a normal budget. Zoho CRM, HubSpot CRM or Pipedrive give you more for far less.
What we liked
- Reports answered 4 of 5 questions
- No seat fees, with unlimited users
- A sales expert assigned to each customer
What we didn't
- Slowest tasks, 7.3 minutes each
- Only 65 of 100 deals imported correctly
- $10,000 upfront commitment and no trial
Key features
- Pre-built target account database
- Buying signals and AI agents that draft emails
- Call recording and meeting notes
- Pipeline tracking with AI deal updates
Plans and prices
| Credits Unlimited users and agents; Pre-built TAM. | Custom contact sales |
What it costs to get started
Two CRMs let you start for free. Zoho CRM is free for up to three users, and HubSpot CRM is free for up to two users and 1,000 contacts, with no time limit. For one month billed monthly, the cheapest paid plans are Close Solo at $19 per user, Zoho CRM Standard at $20, HubSpot Starter at $20 per seat (on offer to new customers at $10 a month for a limited time), Pipedrive Lite at $24 and Salesforce Starter Suite at $25. Paying yearly cuts these: Zoho CRM Standard drops to $14 and Pipedrive Lite to $14 per user a month, billed yearly.
Bigger plans cost much more. Salesforce Pro Suite is $100 per user a month and its editions go up to $550, all billed yearly. HubSpot Professional starts at $90 per seat a month, billed yearly, plus $1,500 one-time onboarding. Monaco has no seat price at all: you commit $10,000 upfront for credits. Close's page doesn't clearly label which prices are monthly and which yearly, and some Zoho CRM and Pipedrive prices come from a dated third-party listing because the official pages couldn't be read; all were checked on November 3, 2026.
| Tool | Cheapest way to start | Free plan | Free trial |
|---|---|---|---|
| Salesforce | $25 a month (Starter Suite) | Not stated | 30 days |
| Zoho CRM | $20 a month (Standard) | Yes | Yes |
| HubSpot CRM | $20 a month (Starter) | Yes | Not stated |
| Pipedrive | $24 a month (Lite) | No | 14 days |
| Close | $19 a month (Solo) | No | 14 days |
| Monaco | No public price | No | No |
Prices from each tool's own pricing page (or a dated third-party listing where that page couldn't be read). Prices can change, so check before you buy.
Also worth knowing about
We didn't test these CRMs, but they come up often in other roundups and may suit a specific need.
Attio
A newer CRM often picked for startups and praised for its AI features. We haven't tested it.
Freshsales
A CRM known for AI lead scoring and built-in communication. We haven't tested it, but it may suit teams that want both in one tool.
Copper
A CRM aimed at teams that work in Google Workspace. We haven't tested it, but Google-based teams may want to compare it.
How we tested
Every CRM went through the same one-week test, from October 25 to October 31, 2026. We imported the same 100-deal sample pipeline for a made-up online store into each tool and worked through the same 12 everyday sales tasks, such as logging a call, moving a deal, building a report, sending a proposal and setting a commission rule, on the plan a five-person team would use. You can read the full set-up in how we test.
We counted how many tasks each CRM got right and timed the average minutes per task. We timed set-up and import and counted how many of the 100 deals came through correctly. We asked each tool's reports five standard sales questions and ran six checks on its email, calendar and phone connections.
Each CRM then got a score out of 5, in half points, for ease of use, sales features, reporting, integrations and value for money. Together they make the overall score, and the ranking follows it.
How to choose
For one to three people, start free: Zoho CRM covers three users and HubSpot CRM two. Mid-size and large teams with complex processes and an admin will get the most from Salesforce, which did best in our test.
Close gives a 30-day full refund and Zoho CRM refunds within 30 days on monthly plans. Pipedrive charges are non-refundable, HubSpot contracts can't be cancelled mid-term, and Salesforce's bigger editions are yearly only.
If your team makes calls all day, Close has calling, texting and email built in, though calls are billed by usage. For other teams, a CRM that handles everyday tasks better, like Zoho CRM or Pipedrive, is the safer pick.
Clean imports ranged from 93 of 100 deals with HubSpot CRM down to 65 with Monaco. Use a trial to import a real slice of your contacts and deals, and fix any problems before your team starts work.
AI, calling and extras are often charged on top. Salesforce sells Agentforce from $125 per user a month, HubSpot and Close use monthly AI credits, and Pipedrive sells add-ons, while its Nova meeting notes are included.
Most CRMs cover the basics, but specialist tools go further. Our list of sales commission software compares tools built for working out and paying commissions.
Terms you'll see
- CRM
- Customer relationship management software, which keeps track of your contacts, deals and every conversation with them.
- Pipeline
- A view of all your open deals, grouped by how close each one is to closing.
- Seat
- One paid user licence; most CRMs charge per seat each month.
- Onboarding fee
- A one-time charge some vendors add for help setting up the software.
- Power dialer
- A tool that calls the next number on a list automatically, so reps spend less time dialling.
- AI credits
- A monthly allowance used up each time you run an AI feature, such as drafting an email.
Frequently asked questions
Is there a free CRM?
Yes. HubSpot CRM is free with no time limit and no card for up to two users and 1,000 contacts, and includes basic Breeze AI. Zoho CRM has a free edition for up to three users with contacts, reminders and workflow automation. Pipedrive and Close don't have free plans but offer 14-day trials without a card, and Salesforce offers a 30-day trial.
How much does CRM software cost?
It ranges from free to $550 per user a month. Billed monthly, entry plans cost $19 per user for Close Solo, $20 for Zoho CRM Standard and HubSpot Starter, $24 for Pipedrive Lite and $25 for Salesforce Starter Suite. Salesforce's bigger editions run $100 to $550 per user a month, billed yearly. Add-ons, onboarding fees and usage charges can raise the bill.
What is the best CRM for a small business?
In our test, Zoho CRM is the best fit for most small businesses. It scored 5 out of 5, was the fastest at our sales tasks and is free for up to three users. HubSpot CRM is a good free start for two people, and Pipedrive suits teams who want a simple visual pipeline.
Salesforce or HubSpot: which is better?
In our test Salesforce did better, scoring 5 out of 5 against HubSpot CRM's 4, with all 12 tasks right against 10. But Salesforce costs more and its bigger editions are billed yearly only. HubSpot CRM has a free plan, but adds onboarding fees on its higher plans and paid contracts can't be cancelled mid-term.
Can I get a refund on a CRM subscription?
It depends on the tool. Close gives a 30-day full refund. Zoho CRM refunds within 30 days on monthly plans and 45 days on yearly ones. Pipedrive says all charges are non-refundable, even for unused seats, and HubSpot's terms reportedly make payments non-refundable and contracts non-cancellable mid-term.
How did we test these CRMs?
We used each CRM for the same week in October 2026. We imported the same 100-deal pipeline for a made-up online store, worked through the same 12 sales tasks on a five-person team plan, timed each task and the set-up, asked the reports five standard sales questions and ran six email, calendar and phone checks.
The bottom line
Most small teams should start with Zoho CRM for its value and free plan, while larger teams with an admin will get the most from Salesforce.
Make your case
Think a tool is missing or wrong?
If you use a tool we reviewed, or work for the company, email us with what you saw. We'll look at the evidence and update the review if it changes our findings.
Think your company belongs on this list?
Send us your product, website and the category it fits. We'll test it the same way as every other tool. It's free, and we can't promise a date or a score.
Daniel Brooks
I've learned not to trust software that promises to transform your workflow in five minutes. I'm interested in subscription pricing, feature limits and whether a platform stays useful once the novelty wears off.
Update history
- November 4, 2026: published with the results of our test, run between October 25, 2026 to October 31, 2026.