CRM comparison
Which CRM is right for you?
Eight CRMs cover most of the market for SMB and mid-market teams. They look similar at a glance and behave very differently in practice. Use these tables as a starting point, then read the individual guides before you commit.
The shortlist at a glance
The one-line read on each, and who they were built for.
HubSpot
Learn more →All-in-one customer platform spanning marketing, sales and service on one CRM.
Best for
Inbound-led SMB and mid-market B2B teams that want one connected system.
Salesforce
Learn more →The enterprise default - configurable customer database with a deep app platform on top.
Best for
Mid-market and enterprise teams with complex sales or service operations.
Zoho CRM
Learn more →Full-featured CRM at a fraction of the price, tied to the wider Zoho suite.
Best for
Cost-conscious SMBs and teams already standardising on Zoho One.
Pipedrive
Learn more →Sales-first CRM built around a visual pipeline of deals.
Best for
Small sales teams who want pipeline tracking without the heavy lifting.
Attio
Learn more →Modern, data-driven CRM with a Notion-style feel and flexible objects.
Best for
Fast-moving startups, founder-led B2B sales and PLG motions.
Folk
Learn more →Lightweight relationship CRM with strong LinkedIn and inbox capture.
Best for
Agencies, founders fundraising, BD and partnerships work.
Close
Learn more →CRM built for high-velocity inside sales - calling, SMS and sequences first-class.
Best for
Inside sales teams (SDRs and AEs) that live on the phone.
Copper
Learn more →CRM that lives inside Google Workspace, surfacing records next to every email.
Best for
Agencies, consultancies and small B2B teams running on Gmail.
Suitability by business size
How each CRM holds up from solo founders through to enterprise. Solid dot is best fit; lighter dots mean workable but not the obvious pick.
| CRM | Solo / freelancer | SMB (2-50) | Mid-market (50-500) | Enterprise (500+) | Notes |
|---|---|---|---|---|---|
| HubSpot | Good fit | Best fit | Best fit | Good fit | Free CRM works solo; Pro tier is the sweet spot for SMB and mid-market. |
| Salesforce | Weak fit | Workable | Best fit | Best fit | Built for complex orgs - overkill for solo founders and small teams. |
| Zoho CRM | Best fit | Best fit | Good fit | Workable | Free for 3 users, scales to mid-market through the Zoho One bundle. |
| Pipedrive | Best fit | Best fit | Workable | Weak fit | Hits a ceiling once you need marketing, support or complex hierarchies. |
| Attio | Best fit | Best fit | Good fit | Workable | Loved by startups; enterprise governance is still maturing. |
| Folk | Best fit | Best fit | Workable | Weak fit | Personal and team CRM - not a pipeline engine for large sales orgs. |
| Close | Good fit | Best fit | Good fit | Workable | Designed around small to mid-sized inside sales teams. |
| Copper | Good fit | Best fit | Workable | Weak fit | Tied to the size of teams that live entirely in Google Workspace. |
Cost, ranked
Indicative list pricing in USD. Real cost depends on seats, add-ons and discounts - treat this as a relative guide, not a quote.
| CRM | Free tier | Entry tier | Serious tier | Total cost of ownership |
|---|---|---|---|---|
| HubSpot | Yes (full free CRM) | Starter ~$15-20 / seat / mo | Pro ~$90-100 / seat / mo + onboarding fee | Workable |
| Salesforce | No | Starter ~$25 / user / mo | Enterprise ~$165 / user / mo + implementation | Weak fit |
| Zoho CRM | Yes (up to 3 users) | Standard ~$14 / user / mo | Enterprise ~$40 / user / mo | Best fit |
| Pipedrive | 14-day trial | Essential ~$14 / user / mo | Power ~$64 / user / mo + add-ons | Good fit |
| Attio | Yes (small teams) | Plus ~$29 / seat / mo | Pro ~$59 / seat / mo | Good fit |
| Folk | 14-day trial | Standard ~$25 / seat / mo | Premium ~$45 / seat / mo | Good fit |
| Close | 14-day trial | Startup ~$49 / user / mo | Enterprise ~$139 / user / mo | Workable |
| Copper | 14-day trial | Starter ~$12 / user / mo | Business ~$134 / user / mo | Good fit |
Fit by sales motion
The same CRM can be brilliant for inbound and painful for outbound. Match the tool to the way you actually sell.
| CRM | Inbound / marketing-led | Outbound / sales-led | Relationship / BD | Service / support |
|---|---|---|---|---|
| HubSpot | Best fit | Good fit | Good fit | Best fit |
| Salesforce | Good fit | Best fit | Good fit | Best fit |
| Zoho CRM | Good fit | Good fit | Good fit | Good fit |
| Pipedrive | Workable | Best fit | Workable | Weak fit |
| Attio | Good fit | Good fit | Best fit | Workable |
| Folk | Weak fit | Workable | Best fit | Weak fit |
| Close | Workable | Best fit | Workable | Weak fit |
| Copper | Good fit | Workable | Best fit | Workable |
Ease of setup and adoption
How long until the team is genuinely using it, and how much admin lift it takes to keep healthy.
| CRM | Time to value | Learning curve | Admin overhead |
|---|---|---|---|
| HubSpot | Days to weeks | Good fit | Light - non-technical marketers can run it. |
| Salesforce | Weeks to months | Weak fit | Heavy - usually needs a dedicated admin or partner. |
| Zoho CRM | Days to weeks | Workable | Light to moderate; UI is dense in places. |
| Pipedrive | Hours to days | Best fit | Minimal - reps can self-serve. |
| Attio | Hours to days | Good fit | Moderate; flexible model rewards a thoughtful setup. |
| Folk | Hours | Best fit | Minimal. |
| Close | Days | Good fit | Light; built for sales reps to live in. |
| Copper | Hours to days | Best fit | Minimal if you already use Google Workspace. |
Ecosystem and integrations
How well each CRM plays with the rest of your stack - your inbox, calendar, marketing tools and bespoke systems.
| CRM | Google Workspace | Microsoft 365 | Marketplace breadth | API and dev experience |
|---|---|---|---|---|
| HubSpot | Best fit | Good fit | Best fit | Best fit |
| Salesforce | Good fit | Best fit | Best fit | Best fit |
| Zoho CRM | Good fit | Good fit | Good fit | Best fit |
| Pipedrive | Good fit | Good fit | Good fit | Good fit |
| Attio | Best fit | Good fit | Good fit | Best fit |
| Folk | Best fit | Workable | Workable | Good fit |
| Close | Best fit | Good fit | Good fit | Best fit |
| Copper | Best fit | Weak fit | Workable | Good fit |
A quick decision picker
- Just need a contact list and a pipeline? Pipedrive or Folk.
- Marketing, sales and support in one place? HubSpot.
- Complex enterprise sales or regulated industry? Salesforce.
- Tight budget but need a real CRM? Zoho CRM.
- Founder-led startup with a non-standard model? Attio.
- High-velocity inside sales team? Close.
- Live entirely inside Gmail? Copper.