Top Customer Relationship Management (CRM) Vendors

Customer relationship management (CRM) software solutions help companies with a variety of marketing, sales, and customer support-related functions. Originally conceived as a central repository for all customer and lead-related data, it now exists to serve additional roles as well. Modern systems act as a single source of truth for both leads and clients and also enhance operational efficiency through automation and support features.

CRM solutions may contain similar functionality, but no two systems are exactly alike. Key factors like software features, scalability, and even pricing models can vary from product to product. Additionally, vendors differ in their responsiveness, service quality, and reputation. With vendors operating in different ways and within different markets, it’s important to use quantifiable data during the software selection process.

What are CRM Software Vendors?

CRM vendors are companies that create, administer, and sell CRM software. Historically, most vendors sold CRM systems through a one-time licensing fee. The platforms were deployed directly on company servers, and the vendor company was often involved in the implementation and set-up process.

Over the past decade, CRM software has become increasingly cloud-based. In tandem with this development, the industry has turned to a software as a service (SaaS) model that entails a monthly or annual subscription fee based on the total user count.

While enhancements in CRM technology mean that on-premise installation is no longer necessary in many cases, many CRM vendors still offer set-up and troubleshooting assistance as part of their subscription packages or for an added fee. Companies that are unsure about what type of system would fit best for their needs should check out our guide to the best CRM software solutions.

With CRM playing such a vital role in company operations, it’s important to have the most information heading into the selection process. In this overview, we will look at the various factors that should be considered when selecting a vendor to fulfill these needs.

Types of CRM Vendors

Numerous types of CRM vendors co-exist in the market today. These vendors differ in various ways, including based on software aims, functions, and hosting between service providers.

On-Premise vs. Cloud-Based vs. Hybrid Vendors

On-premise software deployment refers to the practice of hosting CRM applications directly on a company’s internal servers. This practice once dominated the CRM industry. However, over the past 15 years, it’s shrunk considerably in its share of the total market.

Table displaying three types of CRM vendors, including On-premise, Cloud-based, and Hybrid.

This is due to several advantages held by cloud-based computing. Cloud-based CRM servers are hosted on external servers. Companies access CRM software remotely in exchange for a fee, which allows service providers to offer CRM solutions to small businesses at a lower upfront price point compared to traditional on-premise deployment.

A second benefit is that cloud-based software scales more easily than traditional, on-premise systems. In order to accommodate more users or to access additional features, subscribers can simply put in a request to their CRM provider. CRM vendors can upgrade the user’s software remotely eliminating many of the traditional in-house IT functions associated with on-premise CRM systems. Finally, on-premise CRM installation services may come with an expensive one-time service charge.

Despite cloud-based CRM software offering so many advantages, there are still companies that opt for on-premise solutions. The primary advantage to on-premise software installation is greater security, or at least the perception of it.

While advances in cybersecurity measures have rendered cloud computing significantly safer compared to past iterations of the technology, some customers prefer to eliminate the threat of a cloud data breach entirely by using internal servers. Additionally, some industries may be required to keep their data on-premise to satisfy certain industry requirements or legal regulations.

It’s important to note that an on-premise system will require a beefed-up IT team. Many businesses would rather skip the hassle of employing extra staff to maintain onsite servers and prevent potentially costly breakdowns.

Finally, some CRM vendors may offer a mixture of both approaches. Certain systems may be hosted on internal servers, while others are kept in cloud-based storage. This could suit a company with a strong need for an onsite presence for certain offices, such as their headquarters or a regional office subject to strict data regulations, but with more flexibility elsewhere.

Open-Source vs. Closed-Source Software Vendors

The source code to open-source software is freely available to the public—although the software product itself isn’t necessarily free. This enables individuals who aren’t affiliated with the software creators to modify the software as they see fit. Table displaying open-source vs closed-source software vendors, with a description of how each works.

Table displaying open-source vs closed-source software vendors, with a description of how each works.

By contrast, closed-source or proprietary software is off-limits to the public, meaning third parties are unable to access the project’s source code. When it comes to CRM software vendors, both open and closed-source solutions are available.

Both closed and open-source software have their merits, and neither is inherently better than the alternative. While an adept coder can transform an open-source solution into a bespoke CRM tool, the time and effort required may not be worthwhile for many businesses.

Something else to consider: many closed-source solution vendors like Salesforce still allow for a certain amount of customization through built-in tools, third-party integrations, and assistance from the vendor’s IT staff.

Industry-Specific Vendors

Some CRM vendors specialize in just one industry, or they may offer multiple iterations of their software product, each tailored for a specific vertical. For example, a hospitality CRM software system may come equipped with event management tools that help automate routine tasks associated with setting up and running weddings, business functions, and other large gatherings.

Automotive-centric CRM software might come with extensive inventory tracking and management tools that enable sales agents to access real-time lot data when assisting a customer.

Industry-specific CRM software systems aren’t always necessary. Most CRM systems are customizable, meaning they work equally well across a range of verticals. Despite this, some companies may prefer the extra efficiency that comes from a niche service provider.

The Importance of CRM Vendors in the Software Selection Process

The following steps are helpful for companies looking to select the right CRM vendor for their specific company’s needs.

CRM Requirements Gathering

The requirements gathering phase entails polling all concerned internal stakeholders. That means canvassing sales, customer support, marketing, and any other departments that will make use of the software. It’s also important to solicit feedback from impartial external consultants to fill in any knowledge gaps. At this stage, companies should seek to identify unmet business needs and processes that would benefit from improved efficiency.

Planning

Once the must-have features have been identified, the ideal outcomes of having this solution in place should be listed. Essentially, this means creating a roadmap of the ways in which CRM implementation will alter the current processes and create a positive impact for your business.
Before beginning the CRM selection process, it’s a good idea to:

Look at your short-, medium-, and long-term goals.
Understand how the CRM system will integrate with your other systems and processes.
Create a detailed CRM implementation schedule. Consider your existing sales goals.
Evaluate your cross-departmental information sharing needs.

Use these criteria along with your internal and external stakeholder feedback to generate a list of questions that you can use to narrow down your selection.

RFI Generation

During the Request for Information (RFI) stage, you’ll ask your shortlisted vendors to answer the questions that were determined during the planning phase. It’s possible to combine your RFI with a request for proposal (RFP) by listing both your product questions and business needs in a single document. You can then distribute it to your shortlisted candidates. In this area, it could be helpful to look for several CRM vendors operating within your niche.

To create a shortlist, survey your internal stakeholders. Employees, contractors, and consultants all have valuable feedback to provide. External resources including trade publications, conferences, and trusted review websites are also helpful, and you can reach out to knowledgeable third-party CRM consultants like TEC to inform your decision.

Evaluation

Now it’s time to evaluate each vendor according to your selected criteria. One common sorting method is to use a checklist. For a more nuanced approach, consider using a scorecard to appraise each feature.
Regardless of your exact approach, it’s important to examine:

The needs this solution or vendor address
The ease of the implementation process
How well the product integrates with other programs
Overall functionality and design
Vendor reputation
Total cost

Consider running two or even three evaluations. The first evaluation should simply eliminate unsuitable vendors. After you’ve made your top picks, go through them again and examine each vendor at a more granular level. At this stage, subjective judgments and stakeholder feedback may play a larger role.

Selection

Ask your preferred vendor for references. They may be able to schedule an onsite visit to an existing client. This will let you see their software in action.
By the time you get to the negotiation table, you should already have a good idea of the price. Smaller companies may find they have little room to haggle. However, larger businesses and enterprise level companies can often extract concessions or price breaks through savvy negotiation tactics.

It’s important that you select a vendor who best accommodates your specific needs as a company with their respective solution. Once all the needs are met, the solution that best aligns with the goals of your company will become clearer following the process.

Role of CRM Vendors in the Software Implementation Process

CRM vendors are responsible for every aspect of the software implementation process. From the initial configuration stage to providing ongoing training and support, vendors have a duty to ensure that the software they’re selling is put into place swiftly and efficiently.

After purchasing a CRM subscription, your vendor will assign a team of consultants to assist with the set-up process. These experienced industry professionals will work closely with your team to develop a comprehensive implementation plan that will consider your organization’s unique needs and challenges.

Although some third-party businesses offer implementation services, it’s generally a good idea to go straight through your vendor service due to the unique knowledge and experience they bring to the table.

The implementation process can be broken down broadly into five main steps. These include:
The five main steps of the software implementation process, which include configuration, data migration, user training, system testing, and support.

The five main steps of the software implementation process, which include configuration, data migration, user training, system testing, and support.

Configuration: This step entails personalizing the software to your business.
Data migration: During this stage, past in-house data gets transferred to the new system.
User training: Consultants will train your employees on how to navigate the new system. Some vendors may offer a resource library for self-education purposes.
System testing: After training has concluded, the vendors will test the CRM software to ensure it’s working properly.
Support: During the period immediately after the software launch, the vendor will keep a sharp eye on the system to correct any mistakes that pop up.

After the initial launch period, the vendor will continue to supply ongoing user support, in addition to routine software updates and general maintenance.

CRM Vendor Selection & Evaluation Criteria - CRM Vendors Comparison

To pick the right CRM vendor for your business, it’s important to assess each potential partner according to a set of objective criteria. The software itself is just one variable to take into consideration when making your selection.

Take the following elements into consideration when creating your list criteria.

Consider the Following Factors

This list forms a comprehensive set of standards that you can use to assess potential CRM systems.

actors to consider when assessing CRM systems, including functions and features, learning curve, ease of implementation, scalability, and more.

Functions and Features

All CRM solutions should let users record, share, and access customer information. Beyond this basic core functionality, many systems offer additional features, many of which are only tangentially related to the sales process. For example, many CRM systems have grown to encompass several marketing, customer support, and project management tools.

The following list contains an assortment of common CRM tools and features:

Lead tracking tools help you score and track leads.
Sales pipeline management lets you follow deals at various stages in the sales process.
Task management tools allow you to create, assign, and track jobs.
Customizable dashboards provide key insights into your KPIs in real-time.
Reporting and analytics tools render historical sales data in an understandable format.
Marketing automation features, such as email drip campaigns, lead nurturing, and social media management can improve the efficiency of your marketing team members.
Customer support tools like ticketing help your customer service team work more efficiently while providing superior levels of assistance.
Integrations with third-party applications let you bring all your favorite software tools and suites together in one place. It also allows for the seamless sharing of information across platforms.
Robust security measures keep your customer information safe and help prevent costly data breaches.
Project management tools let you streamline existing processes enhancing your company’s efficiency in the process.

Learning Curve

A robust feature set is just one piece of the puzzle. If the CRM system is too difficult or complicated to use, it’s liable to become an expensive waste of time. Selecting a system with a flat learning curve will lower your training time and costs and enhance user adoption rates.

Ease of Implementation

By a similar token, you don’t want an overly difficult implementation process. Your ideal CRM system should integrate seamlessly into your existing processes and systems. Drawn out implementation processes eat directly into your staff’s productivity.

Customer Success Metrics

How does your vendor approach and measure customer success? High-quality vendors will have a system for tracking and evaluating the change effected for past customers.

Terms and Conditions

Make sure that the terms and conditions put forth in the sales contract fit your needs. From outlining the total scope of the project to assessing and assigning penalty fees, it’s important to sign an agreement that comfortably fits the needs of your business.

Mobile App Availability

CRM use increasingly occurs on the go. A full 48% of workers access their CRM systems through a mobile device. Mobile CRM has been shown to produce a 15% increase in worker output.

For best results, make sure that your CRM system is available for both Android and Apple devices. Check user reviews prior to purchase to head off potential problems with buggy apps.

Geography

Some CRM systems are best suited to certain geographic regions, countries, or locations. Others work equally well across locales. Ensuring the CRM system that you’re purchasing is optimized to the language, currency, and regulations of your country is an important box to tick off before you get too far into the selection process.

Scalability

A scalable CRM solution is necessary for any growing business hoping to avoid a costly switchover down the road. While data migration processes have grown better over time, it’s still wise to avoid it when possible.

Look for vendors that offer flexible plan options and robust support at multiple pricing tiers. For most of the popular CRM vendors, this shouldn’t be a problem. However, some budget and niche programs may fail to scale adequately.

Training

To get the most from your CRM system, it’s vital that you have access to comprehensive system education. The best training will be multi-faceted. Ideally, you want to have the option to receive hands-on training from qualified IT professionals.

Additionally, you should look for supplementary materials. Many CRM vendors host free online libraries containing PDF guides, detailed workflows, and helpful videos.

Support

Over-the-phone support is a standard part of most CRM subscription plans. Carefully check the vendor’s customer service hours before you make any commitments. Not all vendors provide round-the-clock support.

Some vendors also provide customer service via email, real-time chat, or secure online channels. Finally, some higher-priced plans offer live IT support services.

Vendor Strength and Reputation

Your CRM purchase is not a one-off event. Expect to have an ongoing relationship with your CRM vendor for as long as you use their product. To that end, it’s vital that you select a vendor with a strong reputation for providing quality service.

CRM software doesn’t stand still. The best CRM vendors are always improving upon their products. Make sure that you go with a company that has a track record of continuous investment.

References

The best CRM vendors should be able to provide several past customers to act as references. Conducting a reference check can give you a better idea of the unique strengths offered by a prospective vendor. It can also alert you to some of the pitfalls you may face.

Cost

Most CRM vendors price their software according to the total user count. Users are commonly referred to as seats. The typical CRM vendor will offer several paid service plans. Higher pricing tiers typically offer superior features. In addition, you should be on the lookout for other costs, such as implementation, support, upgrades, and training.

While several major vendors offer free CRM software plans, these services tend to be quite limited and are generally only useful for very small businesses or organizations operating on a trial basis.

Top CRM Vendors List by Market Share

The North American marketplace is home to dozens of CRM vendors. Many of these companies, however, are quite small and occupy niche positions. Collectively, the 10 largest CRM providers account for almost 60% of the total global market share.

The industry leaders according to 2022 research data include:

CRM Vendors for Various Businesses and Industries

With so many vendors to choose from, it can be difficult to make the appropriate selection for your company. We’ve identified five of the top CRM vendors for a range of business sizes and industries.

HubSpot CRM: Best for Small Businesses

HubSpot’s generous free plan and solid ease of use make it a fantastic option for small businesses. Its four paid plan options let you seamlessly upgrade your CRM system as you grow your business.

Its strong customization, automation, and third-party integration features provide an added layer of functionality for you to take advantage of.

Microsoft Dynamics 365: Best for Midsized Businesses

Microsoft Dynamics 365 offers several plan choices aimed at midsized businesses. While its price points range from middling to expensive, the solid range of features and robust functionality make it worth the extra cost.

With Microsoft Dynamics 365, you gain access to military-grade security and compliance tools. Other advanced functions like workflow automations and AI capabilities allow for enhanced productivity.

Microsoft Dynamics is a truly comprehensive solution that punches above its weight with its comprehensive feature sets and customization options. Its higher plan tiers allow for scalability. Best of all, it integrates seamlessly with the full suite of Microsoft software programs.

Best for Enterprise-Level Businesses

Salesforce’s undisputed position as the market leader within the CRM space has provided it with a unique perspective on the needs of larger businesses.

Salesforce continues to invest in and innovate its systems. This translates to richer, more comprehensive feature sets. Salesforce maintains a vast library of third-party integrations and apps. The software is eminently customizable and can be scaled up or down, depending on the needs of the end user.

Other factors like advanced analytics, strong data-security measures, and extensive support options make it the logical choice for enterprise-grade clients.

Best for Healthcare Organizations

Salesforce Health Cloud is the best choice for healthcare providers due to its impressive range of industry-specific features. These include patient relationship management, care coordination, and referral management. Take advantage of its built-in secure communication tools to maintain compliance with industry best practices and medical privacy laws.

It offers a range of patient engagement tools that make it easy to set appointments and send and receive secure messages. Its comprehensive patient overview collects all patient data in one convenient and easily navigable location. Finally, it integrates with a range of medical devices and industry-specific systems, such as electronic health records.

Best for Hospitality Organizations

Zoho CRM for Hospitality offers a strong feature set that’s finely tuned for the hospitality industry. With Zoho, you gain access to guest profiling and intuitive customer feedback collection tools.

Booking and event management features let you run core business aspects from one central location. Perhaps most importantly, it lets you consolidate all your guest information in one accessible location. That includes personal details, preferences, booking history, employee notes, guest requests, and more.

Finally, it offers up a wide range of engagement tools that you can use to communicate directly with your guests. From social media integrations to SMS messaging and email marketing, Zoho lets you manage all your outreach efforts from one central location.

Questions to Ask CRM Vendors

CRM systems require a massive commitment both in terms of time and money. Not only is the initial setup process costly, but switching systems can prove disruptive to your team’s workflow. To borrow a carpentry analogy, measure twice and cut once when it comes to your CRM purchase.

Use the following questions to help you select the right CRM system for your unique needs.

What plan levels are available? How difficult is it to upgrade to a higher tier?

It’s important to purchase a system that can expand with your needs. Even if you don’t anticipate strong growth in the near future, choosing a CRM system that allows for scalability will negate the need for later disruption.

What security measures do you have in place?

The average data breach in the United States costs $9.44 million. Robust cybersecurity protocols are essential for ensuring data security and the continued smooth functioning of a given system.

What software systems does the CRM system integrate with?

For many companies, CRM systems operate as part of a larger software ecosystem. Third-party app integrations can enhance your overall functionality and improve your workflow. Prior to making a purchase, it’s important to check that your desired CRM solution integrates with the apps your workforce already uses.

Do you offer customizable features?

Customizations allow you to tailor your CRM software to the specific needs of your business. Not all CRM applications offer customizable features. Oftentimes, they’re only made available at higher plan tiers.

Does your system come with cross-team visibility features?

CRM isn’t just for sales anymore. Increasingly, CRM software is utilized across departments and teams. Ensuring that your customer support team can access notes left by your sales department will help customer interactions flow more smoothly.

How does your follow-up reminder system work?

Follow-up notes are an integral part of any CRM system. Automated reminders shave time off each sales call, saving your team time and energy.

What is the total cost of getting started?

Most CRM systems use a straightforward, subscription-based pricing model. However, on-premise installation costs and add-on features can cause this number to swell. Always get a final cost estimate before making a final decision.

What support features do you offer?

Customer support features vary both by the vendor and by plan option. It’s important to match the needs of your organization to the level of support offered by your desired CRM plan. A smaller company may find it beneficial to save money by choosing a plan with limited customer support hours and channels, while an enterprise-level business would likely benefit from 24/7 multi-channel support.

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