DEX-403 techniques - Declarative Development for Platform App Builders in Lightning Experience Updated: 2023

Salesforce vs. HubSpot

Who Do We Recommend Salesforce For? 

While Salesforce is an excellent option for any business, we recommend the platform particularly for businesses with advanced customization or automation needs. 

Salesforce is a well-known and highly respected CRM vendor used by thousands of companies worldwide, including big names like IBM, Mercedes-Benz, NBCUniversal, Herman Miller, Morgan Stanley, PayPal, AT&T, 3M, ADP, Adidas and Asana. Its high-level sales and marketing features can help businesses of all sizes generate leads, close sales, and Improve and streamline operations. We especially like its AI-powered Einstein tool, which automates sales tasks and provides rich deal insights, call coaching and sentiment analysis to help your sales team perform more effectively.

We appreciate that Salesforce offers an expansive range of plans to accommodate the needs of various businesses. In this evaluation, we focused primarily on its impressive small business offerings. Salesforce’s lowest tier starts at an affordable $25 per user per month; as businesses scale and their needs grow, they can upgrade to more feature-full plans. 

The following features make Salesforce a top CRM choice:

• Salesforce’s real-time sales forecasting can help businesses project future sales revenue.
• The CRM’s Einstein AI tool can provide personalized insights and recommendations to sales reps.
• Salesforce CRM plans start at $25 per user per month; businesses can take advantage of a free trial to test the platform.

Salesforce offers easy-to-read dashboards and AI-powered personalized insights. Source: Salesforce

Who Do We Recommend HubSpot For?

We recommend HubSpot for small businesses implementing a CRM for the first time or companies with teams new to using CRM software. Its user-friendly interface promises a short learning curve that can help quickly get your staff up and running. 

HubSpot boasts well-rounded sales and marketing features. Its intuitive setup and navigation will make it easy to manage customer relationships, track customer and lead communications, build a sales pipeline, monitor in-progress deals, and much more. Additionally, its expansive integration options can help businesses connect their CRM to their existing business software, creating a customized solution. 

We were impressed by HubSpot’s free offering, which provides essential sales, marketing, commerce and operations tools to help small businesses on a tight budget manage leads and customers. As they grow, they can opt for the affordable Starter tier for $20 per user per month and gain more extensive sales and marketing features.   

We think the following features help HubSpot stand out among the competition: 

• HubSpot features a robust App Marketplace that can help businesses connect the CRM with their existing tech stack.
• The platform offers a convenient deal pipeline that tracks in-progress deals throughout the sales cycle.
• HubSpot’s free version and affordable Starter tier are ideal for small businesses on a tight budget.

HubSpot offers a wide range of sales and marketing tools, including email templates and tracking. Source: HubSpot

Salesforce vs. HubSpot

Price and Plans

Salesforce

• Four plans range from $25 to $330 per user per month.
• All plans require an annual contract.
• All plans allow a 30-day free trial. 

Salesforce offers various plans with features to Improve lead management, sales, marketing and more. Various add-ons are available for enhanced CRM analytics capabilities, marketing features, commerce options and more. We like that it offers a reasonably priced Starter plan; however, it’s missing notable features like automations and detailed CRM reporting. We were also disappointed that you must opt for the Unlimited plan to access lead scoring. 

The following prices reflect monthly charges with annual billing. You’ll pay more for monthly billing. 

HubSpot

• HubSpot’s generous free plan includes marketing, sales and service tools. 
• The Starter tier is only $20 per user per month for new HubSpot customers and adds crucial features. 
• There’s a significant jump between the Starter tier and the Professional plan – from $20 to $1,600 per user per month. And the Professional plan incurs a $3,000 onboarding fee.

HubSpot has various iterations related to marketing, sales, customer service, operations and content management. For our evaluation purposes, we’re looking at HubSpot’s CRM Suite and its pricing. 

We love that HubSpot CRM Suite has a free tier – few competitors offer this perk. While the free tier lacks some crucial features, including marketing campaign management, it’s still a great deal to help businesses get started with using a CRM. 

The following plans and prices reflect an annual billing discount. (You’ll pay more for monthly billing.) 

Winner: Tie

We’re calling a tie in this round; your business’s needs and budget will dictate the most affordable package for you. HubSpot’s free plan is unmatched; however, it may not be enough for your business’s sales and marketing goals. The Starter plan adds essential features, but there’s an enormous price jump to its Professional plan if you need more extensive functionality. Salesforce may end up being a better value if you need a higher-level plan. Its Professional Plan is $80 per user per month, offering businesses a way to upgrade beyond essential features without incurring exorbitant expenses.

Free Trial

Salesforce

Salesforce offers a 30-day free trial, allowing businesses to thoroughly test its CRM platform. No credit card is required to sign up for the free trial. To sign up, you’ll complete an online form with essential information like your name, contact information, company size and company name.

HubSpot

HubSpot offers a 14-day free trial for its paid service plans. Additionally, businesses can sign up for a free account to access a more limited range of CRM tools.

Winner: HubSpot

While both vendors allow you to test their software for free, HubSpot wins this category. Businesses can use its free offering as long as necessary before upgrading to a paid version.

Third-Party Integrations

Salesforce

Salesforce can integrate with various software packages and productivity applications, including Slack, Google Cloud, Dropbox, Mailchimp, QuickBooks and DocuSign. Salesforce integrations can be managed through Zapier, AppExchange plug-ins or API integrations.

HubSpot

HubSpot offers robust integration options within its App Marketplace, including popular business software like Gmail, Asana, Zapier, Microsoft Outlook and Calendly. It even offers integrations with competing CRM tools like Salesforce, Zendesk, Pipedrive, Freshsales and Zoho CRM. 

Winner: HubSpot

HubSpot offers an expansive range of integrations in its user-friendly App Marketplace – over 1,000. Additionally, setting up integrations with HubSpot is exceptionally quick and easy. 

Customer Support

Salesforce

Salesforce’s customer service team is available 24/7 by phone, email and chat. However, the support line frequently experiences a high call volume that may lead to long wait times. Salesforce encourages customers to take advantage of the available online self-help tools or request a support call via an online form. 

HubSpot

HubSpot’s customer support options vary depending on your plan:

• Free plan subscribers can’t access customer support. HubSpot recommends they use the HubSpot community forums to get assistance with CRM questions or issues.
• Starter plan subscribers can obtain chat and email support.
• Professional and Enterprise plan subscribers can access 24/7 phone support in addition to chat, email and community resources.

HubSpot also offers many self-service features and training options online. 

Winner: Salesforce

While Salesforce’s customer support options aren’t perfect, we appreciate that the company offers 24/7 support through multiple communication channels. We think it’s crucial for small businesses to have access to phone support, as even the most user-friendly CRMs have a learning curve.

Sales Features

Salesforce

• Account and contact management: Get an easy-to-read overview of customer information, including key contacts, past activity, communications and internal account discussions.
• Deal management: Track deals throughout the sales cycle with an easy-to-understand dashboard and deals tracker.
• Sales analytics: Sales managers and staff can customize dashboards and reporting to easily review key sales data and analytics.
• Einstein activity capture: Automatically capture activities like calls, emails and meetings by syncing your email and calendar with Salesforce.
• Customized sales paths: Customize sales processes and milestones to fit your team’s unique needs.
• Customized sales forecasting: Adjust the key information and metrics used for sales forecasts to get the most accurate picture of your business’s upcoming sales and revenue.
• Opportunity scoring: Predict which leads are most likely to convert to sales.

HubSpot

• Call tracking: Track sales calls and record call notes in customer profiles.
• Sales management playbooks: Provide call scripts, competitive battle cards and other sales training resources to help sales teams close deals.
• Deal pipeline management: Use the deals pipeline dashboard to monitor deal progress and assign sales tasks.
• Sales quotes: Quickly generate professional, branded sales quotes for clients within the platform.
• Sales automation: Enhance lead nurturing by setting up automated sales emails and follow-ups to maintain frequent communication with prospects.
• Conversation intelligence: Capture call details and access AI-powered recommendations.
• Live chat: Capture leads when visitors are on your website and connect them with the right salesperson.

HubSpot offers a wide range of sales features, including deal tracking. Source: HubSpot

Winner: Salesforce

Salesforce offers comprehensive and user-friendly sales features, even in budget plans. The Salesforce CRM is one of the most popular tools for sales teams because the platform offers strong sales tracking functionality along with robust analytics, forecasting capabilities and AI-powered insights to help boost sales teams’ productivity and performance. We also like how well Salesforce organizes lead data and routes leads to the correct sales team member.

Marketing Features

Salesforce

• Email templates: Create targeted, automated email campaigns with prebuilt email templates.
• Content personalization: Build email and content flows to deliver the right content to the right customers.
• Customer segmentation: Segment customers and leads into different lists for more targeted and personalized outreach.
• Marketing data: Review dashboards and reporting to analyze the effectiveness of marketing efforts.
• Journey builder: Build customized and automated content journeys for customers.
• Mobile messaging: Create targeted mobile marketing with app push messaging and text messaging.

Track the performance of specific marketing assets or campaigns with Salesforce’s helpful marketing data dashboards. Source: Salesforce.

HubSpot

The HubSpot Marketing Hub includes the following features:

• Chatbots: Interact with visitors on your website using chatbots that provide targeted welcome messages and automated chat messaging.
• Contact management: HubSpot has excellent contact management features that help you organize customer contacts and distribute targeted email marketing messages.
• Email templates: Quickly build branded, professional emails with customizable email templates.
• Email tracking: Track which customers open your emails, and send follow-ups or receive tracking notifications as desired.
• Marketing analytics: Explore HubSpot’s built-in data dashboards, reports and analytics to evaluate the effectiveness of marketing efforts.
• Marketing automation: Access lead scoring, automate email campaigns and more with HubSpot’s marketing automation tools.

Access advanced marketing reporting with visual charts and graphs with HubSpot’s marketing features. Source: HubSpot

Winner: HubSpot

HubSpot’s marketing features shine, with multiple options and ease of use. We also like that the vendor offers marketing skill-building courses to train marketing teams.

Salesforce vs. HubSpot Recap

Both Salesforce and HubSpot provide essential CRM features; however, one may be better than the other for your specific business needs. 

Choose Salesforce if:

• You want enhanced customization options.
• You need advanced sales forecasting capabilities.
• You’re looking for a vendor with 24/7 phone support.

Choose HubSpot if: 

• You want free or lower-cost CRM software.
• You need extensive integrations.
• You’re looking for a user-friendly CRM solution.

Why We Chose Salesforce as the Best CRM for Customization

Salesforce is arguably the best-known CRM provider on the market. It has an established community and a well-earned reputation for being a leader in the customer relationship management field. While it was created to meet the needs of enterprises and large businesses, Salesforce has expanded its scope and now actively targets businesses of all sizes.

Unlike more rigid competitors, Salesforce CRM provides countless personalization and customization options, giving businesses a high level of control over how the system looks and acts. We were particularly impressed by how Salesforce handles workflow automation and by its pioneering integration of AI in CRM customization.

Notably, Salesforce was one of the first CRM platforms to open itself up to third-party developers, giving it more apps and customization options than any other provider. If Salesforce doesn’t have a built-in function you need, there’s almost certainly an app to compensate. If not, a developer can create and deploy a specific solution. 

Salesforce CRM’s initial setup requires time and IT skills. Its learning curve is far steeper than those of many other CRM providers we reviewed. However, you’ll enjoy flexible CRM software guaranteed to accommodate all custom processes and meet the changing needs of your business. For all these reasons and more, Salesforce is our top CRM choice for customization.

Salesforce CRM’s pipeline management feature gives an overview of your sales opportunities. Source: Salesforce

Ease of Use

Despite its complexities, Salesforce is surprisingly easy to implement and use. Here are some notable ease-of-use factors we discovered. 

• Salesforce’s navigation process is straightforward. We like that Salesforce keeps the navigation process simple. The upper tab-style layout is typical across business and personal software, making it easy to grasp; categories like “Home,” “Contacts,” “Accounts,” “Leads,” “Tasks,” “Reports” and “Opportunities” need no explanation. You can get instant help from the question mark icon in one of the corners of the screen – a handy feature we’ve seen on many other CRM packages.
• You can use Salesforce at a limited level out of the box. Because of its numerous features and customizations, setting up the Salesforce CRM takes more time and expertise than other solutions we reviewed. However, we appreciate that Salesforce’s smart default setup options help businesses use the CRM out of the box. You can gradually modify contact, opportunity, account, task and workflow elements as you explore the software’s full scope over time.
• Salesforce doesn’t provide practice data. Note that you’ll need data to practice on during onboarding; Salesforce doesn’t supply this. To get practice data, you can duplicate and isolate existing data or use a service like Mockaroo to create dummy data.
• Salesforce’s onboarding and support resources are robust. We were pleased to see that Salesforce offers a wealth of support materials, webinars and guides to facilitate the CRM implementation process and resolve usability issues. Its global Trailblazer community is also an excellent resource. Additionally, the vendor promises a two-day query response time.
• Onboarding users and updating permissions is straightforward. While in-house administrators may need specific training, we appreciate that Salesforce provides excellent admin controls. Setting up various permissions based on groups or individual users is simple. This is notable because some CRMs allow only admin settings by group. Creating different displays and workflows for various departments and employees is also straightforward. If you have even moderate technical expertise and admin experience, you should have no trouble onboarding users, updating permissions or managing this CRM daily.

Salesforce’s visual dashboards help your team pinpoint problems and work on solutions. Source: Salesforce

Salesforce Features

The Salesforce product boasts an impressive array of CRM features that make it one of the best on the market. Here are some of the most notable features that provide excellent CRM software benefits.

Comprehensive Business Ecosystem

We like that Salesforce’s business products seamlessly integrate. Businesses can grow with the Salesforce CRM and gradually adopt new features as needed. Additional Salesforce product categories include:

• Sales Cloud
• Service Cloud
• Marketing Cloud
• Commerce Cloud
• Safety Cloud
• Heroku (Heroku is an app development platform.)
• Quip (a collaboration tool)
• Salesforce Platform (with high-level development, customization, analytics and built-in AI)

You can use Salesforce’s impressive range of third-party apps to run many aspects of your company, from marketing to fulfillment. HR, data analytics, workforce collaboration and finance apps plug directly into Salesforce CRM. You can even add ERP apps to Salesforce to build a system close in function to the ERP platform described in our review of Oracle NetSuite CRM. 

We also like how Salesforce’s AppExchange breaks down apps by industry. There are 12 sector-specific areas on AppExchange, including communications, financial services, manufacturing and professional services.

Customization

We were impressed by Salesforce CRM’s vast customization capabilities – an area where it truly stands out among the competition. While many CRMs we reviewed offer options for customizing deal and contact fields, email templates, and dashboards, Salesforce lets you do much more. 

Here are some of our favorite customization options: 

• Change how pages look and function. You can change how pages look and function to suit your specific needs. Use the CSS settings to adjust the spacing between page elements, colors and fonts. You can modify customer records to show just the lists, sections and fields you want particular co-workers to see, improving employee collaboration. 
• Use object control to customize the system. The Salesforce CRM’s object control is superior to that of other CRMs we tested. Objects are “fields” within databases (like name, address, email, etc.). Salesforce makes it easy to add objects so you can record exactly the information you want on accounts, contacts and leads. You can set permissions on records and fields to determine who else can view and edit fields. You can even make objects actionable by adding buttons, actions, triggers and links to create processes for adding a new customer, supplier or co-worker to the database.
• Use the developer console to create custom apps. We really liked Salesforce’s developer console. Many businesses, particularly SMBs, won’t have in-house programmers but may use freelance developers to develop specific functions within Salesforce. Salesforce gives these developers a dev console where they can write, test and debug code for your custom applications. We found the inclusion of Apex triggers within the dev environment particularly helpful because it will shorten the development cycle in most instances. A developer sandbox and an app builder are included with every plan. 

Sales managers can customize their dashboards with specific objects. Source: Salesforce

Integrations and Add-ons

We like that CRM users can build customizable systems and integrate their favorite business apps via the Salesforce AppExchange store. Other CRM software companies we reviewed have similar online stores for add-ons, but Salesforce’s is far more comprehensive, with thousands of available integrations. 

The company makes it easy to search for add-ons based on the product name and view industry-specific product bundles. Because Salesforce is such a huge company, its industry-specific add-ons are expansive. There’s even a separate section for small business-specific add-ons, many of which are free.

On the AppExchange, you’ll find five different solution categories:

• Apps: Similar to mobile apps on Apple’s App Store or Google Play, AppExchange apps are direct, preprogrammed plug-ins that interact with Salesforce. You can customize most apps via their settings. Apps add new functions or Improve and augment existing functions on your platform.
• Lightning Bolts: Lightning Bolts are prebuilt templates providing extra features to employees, partners, suppliers and anyone accessing your Salesforce CRM. Hundreds of Lightning Bolts have various use cases. For example, there are supply chain management bolts for suppliers, project management tools for employees and tools to access client account information. 
• Flow solutions: Salesforce incorporates Flow Builder, a tool that simplifies workflow automation via a simple drag-and-drop approach. Flow solutions are prebuilt workflows or processes you can import directly into the Salesforce Flow development tool. 
• Lightning data: These are customer tracking tools that can enrich customer and prospect data and keep them updated regularly. We saw four such tools during our review process.
• Components: Components are reusable features you can deploy to build your own apps within Salesforce. There are nearly 300 free components and around 30 paid ones.

New apps are added to the AppExchange daily, further enhancing its appeal. Source: Salesforce

Intuitive Productivity Tools

We were pleased to see Salesforce’s intuitive productivity-boosting tools, particularly its built-in project management features. (Freshworks has similar tools; read our Freshworks CRM review to learn more.) Once implemented, sales and marketing departments – as well as managers – will find it easy to manage and build workflows, assign and follow tasks, and check off permissions. 

Salesforce’s visual dashboards allow sales reps to check KPIs and track their progress toward quotas, facilitating productivity and accountability. We like that you can add meetings straight from the calendar tab and see an instant overview of your schedule. 

Additional add-on productivity tools are available through the AppExchange.

Artificial Intelligence

Salesforce’s artificial intelligence (AI) strides impressed us with capabilities beyond those of the competitors we reviewed. Salesforce was a CRM-AI pioneer, launching its high-profile AI tool, Einstein, in 2016. Today, the company has picked up the pace amid breakthroughs in the generative large language model AIs (like ChatGPT and Bard) that power tools like Einstein. Einstein is available on Salesforce’s upper-tier plans or as a paid add-on.

Einstein can do the following after gathering data from system use and user input: 

• Help salespeople with call prompts
• Handle web chats via the Service Bot chatbot
• Recommend products to clients to facilitate upselling and cross-selling
• Create excellent product presentations
• Generate workflows to make companies more efficient 
• Predict with a high degree of accuracy which deals will close
• Deep dive into social media and present you with sentiment analysis about your brand
• Help CEO decision-making with decision support systems that give advice based on live analytics 

Einstein, in its current form, is amazing, and we look forward to seeing its next iterations. We expect AI (and the solutions other CRM providers develop) to be integral to corporate life and CRM adoption in the coming years. We’re not awarding best use of AI in this round of CRM reviews; however, if we were, Salesforce would win.

Salesforce’s Einstein tool can help with sentiment analysis so you understand how your brand is perceived. Source: Salesforce

Trailblazer Community

Nearly every CRM vendor we reviewed has some form of an online community. However, Salesforce’s Trailblazer community is particularly impressive, replete with documentation invaluable for admins. You can find step-by-step guides on everything from creating custom CRM reports to turning on user notifications. 

There’s also an extensive user-only forum for direct communication with other admins and CRM users and a comprehensive Trailhead learning platform with various product-related courses, upskilling opportunities and official certifications. 

Salesforce Pricing

You can purchase Salesforce’s Sales Cloud CRM via one of four subscription tiers:

• Essentials
• Professional
• Enterprise
• Unlimited

Unlike Salesforce competitors monday and HubSpot, there’s no free plan.

Only Essentials is available on a month-to-month basis; all other plans require an annual contract. Bear in mind that annual contracts often require you to pay for the whole year upfront, which may not be ideal for some businesses.

All costs below are applied when billed annually. All plans allow you to send 5,000 email marketing messages daily from the platform, which is much more generous than many other providers we reviewed. 

Essentials

Price: $25 per user per month; available for up to 10 users

Features: Account, contact, lead, task and opportunity management; lead auto-assignment; prevention of duplicates; automatic capture of a  lead’s available web information; mass email; marketing campaigns; customizable reports and dashboards; email integration with Gmail and Outlook; and Salesforce mobile app

Professional

Price: $75 per user per month

Features: Everything in the Essentials plan, plus pipeline management, lead registration, rules-based lead scoring, collaborative forecasting, a forecasting mobile app, quote and order management, roles and permissions, and a developer sandbox

Enterprise

Price: $150 per user per month

Features: Everything in the Professional plan, plus workflow and approval automation, sales teams and territories, opportunity scoring, and advanced reporting

Unlimited

Price: $300 per user per month

Features: Everything in the Enterprise plan, plus a sales engagement hub, AI-powered sales insights with Einstein, sales cadences and 24/7 support

Other Charges

Salesforce is pricey compared to other CRM solutions we reviewed. It’s a massive product with many add-ons and customizations; the subscription costs listed here should be considered jumping-off points. 

You can spend considerably more on Salesforce. For example, CPQ & Billing, which allows you to quickly configure, price and quote complex solutions, costs $75 per user per month. Other add-ons include Pardot, Quip, Einstein AI and Sales Dialer – all sold separately. There are additional costs if you opt for training or help with implementation.

Many other SaaS products offer free versions and low-cost, entry-level subscriptions that can be used indefinitely. While $25 per user per month isn’t exorbitant, it’s not a realistic long-term option for most small businesses because only 10 users are supported at that level. The next plan jumps to $75 per user per month – significantly more expensive than the competition. 

We recommend taking advantage of Salesforce’s 14-day free trial to ensure this CRM is worth the investment.

Onboarding and Implementation

Implementing CRM software always takes care and patience. But due to its breadth of customization options, Salesforce CRM’s implementation process can vary drastically, taking anywhere from a few days to several weeks. While that may seem alarming, users will quickly see that this CRM is worth the effort once it is set up.

Salesforce and third-party agencies can manage your initial implementation and launch for you. Still, this help comes at a cost, depending on your company size, number of employees, data volume and complexity, third-party integrations, and customization level.

Fortunately, you don’t necessarily have to create a complex solution immediately. You can use the software out of the box and modify it as your business needs evolve. Thanks to the Salesforce CRM’s intuitive design and overall sophistication, the learning curve isn’t steep for non-admin users after implementation.

In addition to a vast library of training materials, Salesforce offers adoption guidance and coaching services for an extra cost. That may be worth it for business owners concerned about setting up the CRM and onboarding users.

Customer Service

While Salesforce is a market leader in CRM technology, integrations and capabilities, we found that it falls short in the customer service department. When we reached out for information about the company’s services, the response was delayed.

When we did communicate with customer support reps, they were very helpful and used real-life situations to explain the product’s features and answer questions about the program. They were very clear and offered several solutions to help further our understanding. However, compared to other providers we called, their answers could have been more detailed.

Unfortunately, Salesforce has a C-minus rating with the Better Business Bureau (BBB) and isn’t an accredited BBB business. It earned 1 out of 5 stars and closed 55 complaints within the last three years. That’s disappointing and surprising for a company that’s so well regarded in the industry. 

On the plus side, Salesforce provides an extensive selection of self-guided resources, access to the Trailblazer community and basic technical support. Additionally, its Unlimited package comes with 24/7 assistance. 

For an additional fee of 30 percent of your total monthly service fees, users can access 24/7 phone support, expert coaching and a dedicated account manager.

Limitations 

Salesforce CRM is an excellent solution; however, we did identify some limitations: 

• Customizations can be complex. Salesforce’s biggest strength – its customization capabilities – is also a potential downside. Setting up a fully customized CRM tailored to your business’s specific sales funnel, structure and workflows requires time and, ideally, a dedicated IT team. Entrepreneurs and smaller companies might be better off with an easy-to-use yet still customizable solution like Zoho. (Learn more in our detailed Zoho CRM review and Zoho comparison.)
• Salesforce requires technical knowledge. Most of the Salesforce CRM’s customizable elements require some basic technical knowledge of CSS and HTML. This is slowly improving since the introduction of the Lightning App Builder and Salesforce Flow tools. For example, the Lightning Email Templates use a more interactive drag-and-drop functionality, similar to some rival CRMs we reviewed. Salesforce is getting simpler and more intuitive over time. However, it’s not there yet. 
• Pricing can be challenging to understand. Due to the number of available add-ons and platforms, it can be difficult to estimate the final price of your desired CRM solution. However, Salesforce’s sales and support teams are happy to provide a unique quote for your business.

Methodology

When evaluating the best CRM software, we conducted extensive comparative research of dozens of software solutions in the category. Our product review process was designed to help you find the right CRM for your business. It included customer support team communication, trials to evaluate product functionality, and an evaluation of each provider’s tutorials, webinars and support materials. We also took pricing into consideration. When looking for the best CRM for customizability specifically, we examined customization options, available integrations, reporting and analytics, and sales automation.

Bottom Line

We recommend Salesforce CRM for …

• Businesses that need a flexible and highly customizable CRM solution.
• Companies that want access to a large collection of integrations and add-ons to suit their processes and industries.
• Businesses looking for a CRM that can expand with their evolving needs.

We don’t recommend Salesforce CRM for …

• Businesses that want a free CRM solution or advanced CRM functionality at an affordable price.
• Entrepreneurs and small businesses with limited IT resources.
• Companies that need a straightforward CRM system that works right out of the box and is easy to customize with no technical skills required.

Nadia Reckmann contributed to this article.