The 17 best CRM systems 2025

Are you a business owner, CEO, sales director or marketing director looking for the best CRM solution for your business? Then you’ve come to the right place. We have carefully selected and researched the market to introduce you to the leading CRM systems that can help you streamline your sales and marketing processes and much more! We’re going to take a look at:

• What is a CRM system?
• What features does a CRM system include?
• Top 17 best CRM systems 2025
• How to choose the best CRM system for small businesses
• Streamline your sales and marketing processes with Radiant

What is a CRM system?

A CRM (Customer Relationship Management) system is a software tool that helps businesses manage and improve their customer relationships. It allows you to collect, research and organize important customer information in one place, such as contact details, purchase history and communications.

By using an effective CRM system, you can enjoy many benefits.

• It can increase the productivity of sales and marketing teams by automating workflows and customer relationship management.
• Furthermore, it can also contribute to better customer experiences through personalized communication and targeted marketing.
• It’s also a source-of-truth for customer journeys so you can always track what works and what doesn’t
• You make your data independent of people because all information is gathered in one place and not in the notebook

A typical CRM system has several basic features that include contact management, sales management, reporting and analytics, and task management. In addition, many CRM systems also offer features like lead scoring, email marketing automation and integrated social media tools for even greater functionality.

Read our article about: What is CRM?

Successful CRM implementation is key to increasing sales

A successful CRM implementation is crucial for creating pipeline visibility, optimizing sales processes and improving customer retention. According to BCG’s article “Taming the CRM Beast to Boost Sales”, companies that embed CRM deep into their sales and marketing departments achieve a significantly higher return on their sales efforts. This is mainly because automated lead management, centralized customer data and insightful reports give the sales team better conditions for identifying the most profitable leads, delivering relevant messages at the right time and acting proactively in the customer journey. Successful CRM implementation creates a direct link between an effective sales strategy, focused marketing efforts and a data-driven foundation that ultimately results in increased sales and lasting customer relationships.

At Radiant, we are HubSpot partners, and in our HTA department we assist large companies with major CRM transformations on a daily basis. If you are interested in hearing how we can help you achieve a successful CRM implementation, don’t hesitate to contact us here.

What features does a CRM system include?

A CRM system includes various features that help manage contacts, track the sales pipeline and automate marketing and customer relationship management – among these features are:

• Customer information
• Interaction history
• Sales management
• Marketing automation
• Sales pipelines
• Reporting and analytics

CRM systems should help you provide an overview of all customer data and gather marketing, sales and customer service activities in one system.

Customer information

A CRM system makes it possible to store and organize detailed information about each customer. In addition to basic data such as name, address and phone number, companies can record purchase history, interactions, preferences and customer demographic information. This structuring of customer data makes it easier to get a comprehensive overview of each customer’s relationship with the company and helps build a personalized and more relevant approach to customer management. By keeping customer data up-to-date, sales and support teams can access the information quickly, increasing efficiency and reducing the risk of errors in customer interactions.

Interaction history

The CRM system records all past and present interactions with the customer – including emails, phone calls, meetings and service requests. This provides a complete history of the customer journey and makes it possible to track which activities have had the greatest impact on the customer’s decision-making process. This insight into customer interactions can be used for attribution and analytics to improve and optimize both sales and customer service. With an overview of interactions, all departments can get a complete picture of the customer, ensuring a consistent and coordinated experience.

Sales management

A CRM system offers tools that make it easy to manage the entire sales process, from the first contact with a lead to the closed sale. The sales team can track and prioritize potential customers, follow the development of sales opportunities and keep track of deadlines and tasks. By using the CRM for sales management, the team can easily track where each potential customer is in the sales funnel and ensure that nothing is lost along the way. In addition, sales managers can access reports and analytics that show how the sales process can be optimized and which activities produce the best results.

Marketing automation

Many CRM systems integrate marketing automation tools, enabling companies to build and execute campaigns efficiently and effectively. Features like email campaigns, lead scoring and segmentation make it easier to engage potential customers based on their behavior and preferences. Automating marketing processes reduces the need for manual work and increases the accuracy of campaigns, resulting in higher conversion rates and a better customer journey. Marketing teams can save time and resources while focusing on delivering personalized communications that reach the right audience at the right time.

Read more about marketing automation

Sales pipelines

A CRM system allows you to get a structured overview of your sales pipelines. You can track all ongoing deals and gain insight into which leads need to be contacted and when they are expected to move to the next step in the process. The CRM can also help you identify which deals are stalled and make sure they are not forgotten, but instead get the follow-up they need. With a clear overview of the sales pipeline, the sales team can work more proactively and efficiently, increasing the chances of closing more deals and achieving better results.

Read more about sales pipelines

Reporting and analytics

RM systems often offer advanced reporting tools that provide insight into sales activities, customer satisfaction and other key performance indicators. Typically, data is presented visually on dashboards, making it easy for companies to get a quick overview of key performance figures and trends. Using these tools, companies can make informed decisions based on data and concrete numbers rather than gut feelings. With continuous access to dashboards and reports, businesses can better understand their performance, identify areas for improvement and optimize strategies to achieve more effective results.

Read more about dashboards

Top 17 best CRM systems 2025

Below you will find the top 10 CRM systems if we were to recommend one. This is a general list based on our experience with CRM implementation and also based on what systems we hear other companies choose.

1. HubSpot CRM

HubSpot CRM is one of the best CRM solutions on the market in 2025. It offers a comprehensive suite of features for contact management, sales management and marketing automation. HubSpot CRM is known for its ease of use and also offers integrated social media and email marketing tools.

• Benefits: HubSpot can be an all-around tool that ties marketing, sales, service, CMS and operations together in one place. In other words, your entire company can have their daily work in here. That way, you can also utilize data across departments. HubSpot is also easy to get started with and can be scaled as your needs grow.
• Cons: HubSpot has a very broad coverage which makes it suitable for many, but it doesn’t specialize in a specific industry, so if you have very specific requirements you may need to go out and create custom code.

Read more about HubSpot.

2. Salesforce

Salesforce is one of the most popular CRM solutions in the world. It offers a wide range of features including contact management, sales management and reporting. Salesforce is known for its scalability and can be customized to suit your business needs.

• Benefits: Salesforce is a large CRM system, which means it can cover many needs. Like HubSpot, your entire company can have its daily life in Salesforce.
• Cons: Very large CRM system that can be expensive and requires companies of a certain size to start using it.

Read more about Salesforce

3. Microsoft Dynamics 365

Microsoft Dynamics 365 is a comprehensive CRM solution that integrates seamlessly with Microsoft’s ecosystem of productivity tools like Office and Teams. The platform offers advanced features like lead scoring, email marketing automation and AI-powered sales forecasting. Microsoft Dynamics 365 combines both CRM and ERP features, making it ideal for manufacturing and distribution companies.

• Benefits: Thanks to its integration with other Microsoft products, Dynamics 365 is an ideal solution for companies already working in the Microsoft ecosystem. Its ERP components also make it very suitable for manufacturing companies that need to integrate inventory management and supply chain.
• Cons: The platform can be heavy and less flexible for companies without the need for manufacturing or ERP features, and the many features can require significant setup and maintenance.

Learn more about Microsoft Dynamics.

4. SAP Sales Cloud

SAP Sales Cloud is part of SAP’s larger C/4HANA suite, which is designed to deliver an all-in-one customer service solution. SAP Sales Cloud combines sales automation with predictive analytics and machine learning, empowering sales teams to anticipate customer behavior and optimize their sales processes.

• Benefits: SAP Sales Cloud provides deep insights into customer data and utilizes advanced technology, such as AI and machine learning, to improve sales performance. It’s ideal for companies that have complex sales processes and work with large amounts of data.
• Cons: SAP Sales Cloud is complex to implement and often requires a large investment. It may be less suitable for smaller businesses or those with a simple sales model.

Read more about SAP

5. Zoho CRM

Zoho CRM is known as an affordable CRM solution that still offers a wide range of features, including contact management, sales management, and marketing automation. The platform offers many customization options and integrations, making it a popular choice for small and medium-sized businesses.

• Pros: Zoho CRM is budget-friendly and offers great flexibility with its many customization options. It is easy to use and supports integrations with several other tools that can be customized to suit your business needs.
• Cons: Some of the more advanced features may require an upgrade to a paid plan and the system may be less robust for companies with complex sales processes.

Read more about Zoho CRM

6. Oracle CX Sale

Oracle CX Sales is part of Oracle’s Customer Experience (CX) suite and offers a range of advanced sales automation tools, AI-driven insights and detailed reporting. The platform is known for being robust and is often used by larger companies that require advanced solutions to optimize their sales processes.

• Benefits: Oracle CX Sales delivers advanced AI technology that helps organizations gain deeper insights into their sales processes and customer engagement. It is suitable for larger organizations with complex needs.
• Cons: Oracle CX Sales can be expensive and complex to implement and often requires IT resources for maintenance.

7. Insightly

Insightly is a CRM and project management tool designed specifically for small and medium-sized businesses. It offers contact management, sales overview and project management, making it easy for teams to organize their work and improve collaboration internally.

• Pros: Insightly offers project management alongside CRM, making it a good choice for companies that want both features in one solution. The system is also user-friendly and easy to set up.
• Cons: It may lack some advanced CRM features that larger businesses need, and integrations can be limited compared to larger CRM platforms.

8. Freshworks

Freshworks CRM combines sales and marketing features with artificial intelligence to give businesses a 360-degree view of their customers. The platform is known for its ease of use and scalability and is a great fit for growing businesses.

• Pros: The ease of use and AI-powered features make Freshworks CRM a powerful tool for businesses that want a unified solution. Its scalability means it can grow with the business.
• Cons: Freshworks CRM can lack some advanced features that very large businesses need and therefore may be less suitable for the most complex needs.

9. pipedrive

Pipedrive is designed for meeting booking, sales teams and focuses on making the sales process simple and manageable for sales teams. With its intuitive drag-and-drop interface, Pipedrive makes it easy to manage leads and opportunities and is especially suitable for companies that want to focus on pipeline management.

• Pros: The ease of use and focused design make Pipedrive a popular choice for small and medium-sized businesses. It’s quick to implement and doesn’t require technical experience.
• Cons: Lacks some features for larger or complex organizations, and there are limited integration options with some of the larger CRM systems.

Read more about PipeDrive

10. Bitrix24

Bitrix24 is a versatile business platform that combines CRM, project management, collaboration tools and communication features. The platform helps businesses manage customer interactions, sales opportunities and invoicing as well as automate workflows and email marketing.

• Benefits: Bitrix24 offers both cloud-based and on-premise options and is ideal for companies that need a flexible solution that can handle different business functions.
• Cons: The platform’s many features can be complex to set up and may require time and customization for smaller businesses or teams that only need a simple CRM system.

11. Skyview

Skyview is a Danish-owned CRM company launched in 2013 with a cloud-based approach and a focus on ease of use. The company’s mission is to reduce everyday stress by helping businesses manage relationships and transactions with customers in an affordable way.

Core features and strengths:

• User-friendly design: Ideal for businesses that want a simple and clear solution.
• Data security: Skyview has a strong focus on customer data and continuously updates its software to ensure stability and security.
• Streamlining: Helping companies create an overview and optimize work processes by structuring and using customer information strategically.

Benefits:

• Local Danish support and a solution designed for small and medium-sized businesses.
• Affordable price, making it accessible to businesses with limited budgets.
• Focus on continuous improvement based on customer feedback.

Disadvantages:

• Limited functionality compared to more advanced CRM solutions.

12. webCRM

webCRM was founded with the goal of creating a simpler CRM solution without the unnecessary features that many companies found redundant in other systems. The Danish-owned system is now available in ten European countries and Brazil, giving it an international reach.

Core features and strengths:

• Task management and reporting: The system makes it easy to keep track of tasks and create reports for better insights.
• Email marketing and ERP integrations: Strong capabilities in lead collection, newsletters and financial data.
• Mobile optimization: Adapting to user needs makes the system flexible and easily accessible on the go.

Benefits:

• Offers Danish support, making it easier for local businesses to get the help they need.
• Integrates with existing software so businesses don’t need to change their entire technology ecosystem.
• Easy to customize with options to avoid redundant fields that are not used.

Disadvantages:

• May be less suitable for large businesses with complex requirements.

13. activeCampaign

ActiveCampaign is a powerful CRM solution from Chicago created to give small businesses access to advanced tools that can help them save time and build stronger customer relationships.

Core features and strengths:

• Sales and marketing automation: Includes features like lead scoring, web analytics, and email marketing.
• Live chat (“Conversations”): Ability to interact directly with customers to improve communication.
• Centralized contact management: Provides a unified view of all customer data and automatically updates contact information.

Benefits:

• Easily accessible solution for small businesses with scalable features.
• Comprehensive tools to personalize customer communication and improve the customer journey.
• The combination of live chat and email marketing gives businesses unique flexibility in their communication.

Disadvantages:

• Less suitable for large businesses with highly complex requirements.

14. SuperOffice

SuperOffice is a European CRM solution provider focused on improving revenue, reducing costs and strengthening customer loyalty. With roots dating back to 1990, it is one of the most experienced and respected CRM systems in Europe.

Core features and strengths:

• Automation: Streamlines business processes and makes it easier to manage customer data.
• Customer Focus: Helping businesses build strong relationships through better customer experiences.
• User-friendly: A simple interface that makes it easy to get started, even for non-technical users.

Benefits:

• Ideal for B2B companies with a focus on long-term customer relationships.
• Well-developed and proven software with a strong track record.
• The ease of use makes it easier to implement and use in everyday life.

Disadvantages:

• May lack the specialized features that some niche businesses require.

15. Simply CRM

Simply CRM is a budget-friendly all-in-one platform that combines sales, marketing and customer service in one simple solution.

Core features and strengths:

• User accounts: Allows you to create profiles for employees, making it easy to monitor their activities.
• Customer focus: Designed to meet customers’ individual needs and preferences.
• Easy to use: A simple and intuitive interface makes it easy for users to learn and use the system quickly.

Benefits:

• Low cost makes it accessible to small and medium-sized businesses.
• Simple setup and administration, even for less experienced users.
• Ideal for businesses that want a solution without unnecessary features.

Disadvantages:

• Lacking advanced features for larger organizations or complex needs.

16. Scoro

Scoro is a cloud-based platform aimed at small and medium-sized businesses looking for an all-in-one solution for task management, CRM and business management.

Core features and strengths:

• Control hub: Gathers tasks, customer data and key performance indicators in one place for easy management.
• Real-time updates: Users can monitor changes and adjustments in real-time.
• Security and access control: Ability to assign specific access levels for different users.

Benefits:

• Perfect for companies that want to combine CRM and project management in one solution.
• Localized solutions for the European market make it ideal for regional companies.
• Intuitive interface makes it accessible even for first-time users.

Disadvantages:

• Can be time-consuming to set up for businesses with complex requirements.

17. Monday.com

Monday.com is one of the leading collaboration platforms on the market and also offers CRM features with a strong focus on task and project management.

Core features and strengths:

• Workflow optimization: Streamline workflows by bringing projects, deadlines and tasks together in one platform.
• Team collaboration: Enables seamless communication and decision-making.
• Ease of use: An intuitive and colorful design that makes work easier and more visually appealing.

Benefits:

• Versatility makes it possible to use the platform for multiple purposes beyond CRM.
• Advanced planning ensures deadlines and projects stay on track.
• Suitable for both small teams and larger companies with complex workflows.

Disadvantages:

• Higher price than some alternatives, which can be a barrier for smaller businesses.

Summarizing

These CRM systems have been recognized as some of the best CRM systems on the market in 2025. They offer a wide range of features and are known for their reliability and ease of use. Whether you need a CRM system to organize your contacts, manage the sales process or automate your marketing campaigns, there’s definitely a CRM solution on this list that will fit your needs.

Take a look at our comparison of CRM systems here.

How to choose the best CRM system for small businesses

The best CRM system can empower your sales process on many levels, but which one is right for your business? At some point, it’s no longer possible to have a complete overview of your potential and existing customers in spreadsheets and documents. But you still need to make sure that sales is working with the right leads at the right time.

That’s why you need a great CRM system.

There are a LOT of options out there, and it takes a lot of thought and research to choose the right one for you. Because with the right CRM system, you can:

• Get an overview of all interactions with potential and existing customers
• Integrate and target your sales and marketing activities
• Build and strengthen relationships with existing customers
• Improve collaboration between sales and marketing
• Generate and nurture leads to become customers

Here at Radiant, we have a clear favorite when it comes to CRM systems. But before we tell you which one, here’s a list of 3 things you should consider before choosing your CRM system.

Read more about CRM implementation

3 tips when choosing a CRM system

We’ve listed our top 3 tips to consider when choosing your new CRM system. Then we’ll give you our absolute favorite and tell you why it could be the right solution for your business too.

1. Know your CRM needs – now and in the future

The needs you have today won’t necessarily be the same in 2 years. That’s why your new CRM system should be able to adapt to what you need. It should be flexible and scalable so that it grows with you.It’s also worth considering whether all employees need all features, or if different departments need different features.

2. Integrate CRM with your marketing efforts

The purpose of a CRM system is to streamline your sales and marketing efforts. Therefore, you need to make sure these features are included, or at least possible to integrate. If this is not possible, the system will be difficult to use. And if it’s difficult, it doesn’t get done. The CRM system should be able to integrate with all aspects of your marketing, from your website to social media, paid advertising, email and calls, and your CRM system should also be able to integrate with the rest of your business. This could be Office 365, ERP system and finance or HR software.

3. CRM support and employee training

No matter which CRM system you choose and how good it is, you won’t see its full potential without a world-class implementation. And perhaps most importantly, this includes training your employees on the new system so they can take full advantage of all features.You should consider the support options that come with the CRM system. You might even consider getting assistance from a certified partner to define and implement, as well as train employees on the system and new processes.

Read more about CRM implementation

Get the best CRM system with HubSpot

With HubSpot, you get the best CRM system for your business. At Radiant, we have tested many different CRM systems and have concluded that HubSpot is the best CRM system.

HubSpot provides the best features to help organize and streamline the sales and marketing processes in your business. From lead generation to customer service, HubSpot gives you the tools you need to increase productivity and improve customer experience.

With an intuitive user interface (design) and advanced reporting options, HubSpot is the ideal choice for business owners, CEOs, sales directors, marketing directors and other decision-makers looking for an effective CRM solution.

When is HubSpot the right CRM for you?

B2B companies with a complex product or service

The more a potential customer needs to know before they decide to buy, the more you need content to guide that lead through the buying journey. Content can inspire and educate the potential customer and answer any questions they may have. This type of marketing is also known as Inbound Marketing or Content Marketing, and it’s exactly what HubSpot excels at. And B2B companies doing inbound marketing with great content are the perfect match for HubSpot, both in terms of Marketing Hub and CRM.

B2B companies with a hybrid of transactional and relational sales processes

Complex products and services often come with long sales processes. For many businesses, this process can stretch over several months, and during that time, plenty of resources are required to nurture relationships with each individual. The right information, given at the right time, is crucial to closing a deal, and this is where HubSpot shines. HubSpot is not only a CRM system, but also a powerful platform for marketing automation. It allows you to create automated email campaigns and content workflows to ensure your potential customers get exactly the information they need, when they need it, to make the right decision and become a customer.

B2B companies with a narrow target audience

Businesses that work with a very narrow target audience can often benefit from HubSpot as it works well with well-defined segments. You can segment your target audience in a myriad of different ways, and HubSpot will help you personalize messages, create workflows and call-to-actions and much more. This way, you not only target your content to your audience, but also improve their experience. On top of that, you also track the behavior of your potential customers, so you know exactly when to reach out and start a conversation.

Optimize your CRM system with Radiant

CRM systems play a crucial role in modern businesses. A CRM solution helps increase efficiency, optimize the sales process and improve customer satisfaction. By choosing the right CRM system, business owners, CEOs and other decision-makers can achieve greater efficiency, data-driven decisions and a more streamlined business.

There are a lot of CRM solutions out there, from HubSpot to SalesForce to Zoho, but at Radiant, we’ve found that the best solution is HubSpot. HubSpot is an easy-to-use CRM and a scalable solution that covers all aspects of your business.

If you choose HubSpot, it is relevant to seek out a HubSpot Partner as they can help with price negotiation, identifying which hubs you should choose and implementing HubSpot.

At Radiant, we can help optimize and implement your HubSpot, just like we’ve done for more than 100 companies. We have done this through HubSpot as a Service and Sales as a Service.

With HubSpot as a Service, you get a CRM solution that ties all your marketing, sales, customer service and CMS investments together. This way, you can ensure that you always have easy access to the right data and the latest tools to streamline your sales and marketing processes.

Meet one of our CRM experts