10 Leading CRM Systems of 2023.

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Why a Top CRM System is Essential: The Evolution of Sales and Marketing Operations:

In the past, sales and marketing departments could manage their operations using basic tools like spreadsheets or isolated software. However, as the complexity of these departments has increased, such ad-hoc solutions are no longer sufficient. Today, deep analytics and personalized customer journeys are crucial for driving revenue, necessitating the integration of multiple systems. This integration ensures that insights derived from customer behavior data are meaningful and actionable for marketers.

Furthermore, CRM workflows vary significantly across industries and business models. To provide a natural experience, a CRM system must support the specific data model required for each industry. Additionally, a powerful CRM system should be able to gather quality data from various sources and make it readily available to salespeople. However, obtaining this data can be challenging, especially if the CRM’s data model differs significantly from customer hierarchies and transactions.

Moreover, the boundaries between CRM, e-commerce, and ERP have become increasingly blurred. CRMs now encompass functionalities that were traditionally found in ERP or e-commerce systems. To ensure seamless adoption and data integrity, a well-defined architecture with clear roles, responsibilities, and a source of authority for each dataset is essential. While some CRM systems perform well across multiple industries, it doesn’t mean that top CRM systems with the highest market share are universally suitable for every industry and business model. Therefore, selecting the right CRM requires careful analysis of your architecture and a deep understanding of the available solutions in the market.

Getting Started: Top CRM Systems in 2023

To assist you in your CRM selection process, we have compiled a list of top CRM systems for 2023. The rankings are based on the following criteria:

  1. Overall market share and the number of customers: The higher the market share, the higher the ranking.
  2. Ownership and funding: Greater commitment to CRM offerings results in a higher ranking.
  3. Quality of development: Modern cloud-native capabilities contribute to a higher ranking.
  4. Community and ecosystem: A strong CRM user community increases the ranking.
  5. Depth of native functionality for specific industries: CRM systems with comprehensive out-of-the-box industry-specific features rank higher.
  6. Quality of publicly available product documentation: Well-documented products receive a higher ranking.
  7. Ability to support diversified business models: CRM systems catering to diverse business models score higher.
  8. Alignment of acquisition strategy with CRM offerings: Acquisitions that align well with CRM offerings result in a higher ranking.
  9. User reviews: Positive user reviews positively impact a product’s score.
  10. Must be a standalone CRM product: Only CRM systems with deep sales and marketing operations capabilities, such as marketing automation, territory planning, and workflow management, are considered.

By considering these factors, you can begin your CRM selection process with confidence and find the system that best suits your needs in 2023.

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1. Oracle CX Cloud: A Comprehensive CRM Solution:

Oracle CX Cloud offers a range of best-of-breed CRM offerings, including sales, marketing, service, content management, and advertising cloud. It primarily caters to large B2C companies in industries such as communications, media, and financial services. Its key focus areas are content collaboration and centralized advertising management.

Compared to our previous ranking, Oracle CX Cloud has been downgraded this year due to developments in the Oracle Commerce portfolio. The potential shutdown of Oracle Commerce may limit the application of Oracle CX Cloud to fewer industries, unless Oracle acquires another product as a replacement.

Strengths:

  1. Marketing Automation and Ad Spend Tracking: Oracle CRM provides robust capabilities for tracking ad spend, marketing automation, and customer behavior across ad platforms.
  2. Content and Centralized Asset Management: It excels in content management and workflows, offering enterprise-grade approval and control. These features are especially valuable for content-heavy industries like media and telecommunications.
  3. Integration with Enterprise-grade CPQ and Sales Performance Management Tool: Oracle CRM seamlessly integrates with other Oracle products, including a configurator for subscription-based offerings. This integration is particularly relevant in verticals such as media and telecommunications. It also offers enterprise-grade capabilities for managing territories, compensation, and budgets for large teams.

Weaknesses:

  1. Clunky UI: Oracle has acquired multiple systems to enhance its CX portfolio, resulting in functionally rich products for enterprise-level needs. However, the user interface may not provide a seamless experience.
  2. Limited B2B and Post-sales Capabilities: Oracle CX Cloud’s post-sales CRM processes are not as robust, which may pose challenges for specific B2B industries where pre-sales processes are not as extensive, such as manufacturing or distribution.
  3. Challenges in Regulated and Audit-centric Industries: Oracle CX Cloud might face difficulties in industries and regions with significant audit requirements, such as GDPR compliance and version control.

Despite these weaknesses, Oracle CX Cloud remains a comprehensive CRM solution with strong marketing automation, content management, and integration capabilities. However, it may be more suitable for certain industries and may require careful consideration of specific requirements before implementation.

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2. SAP C/4 HANA: Empowering Regulatory Workflows and Enterprise Integration:

SAP C/4 HANA is a part of the S/4 suite, offering a range of best-of-breed CRM options in the CX portfolio, including sales, marketing, and service cloud. It primarily caters to large utility, finance, and public sector companies, especially those with deeper regulatory workflow requirements and existing usage of other SAP offerings. However, it may not be as suitable for smaller companies or those not utilizing SAP.

This year, the ranking of SAP C/4 HANA has been upgraded due to significant advancements in the Hybris portfolio, particularly noticeable in the headless capabilities and native integration with the S/4 HANA suite and other SAP offerings.

Strengths:

  1. Integration with Qualtrics, Gigya, and Customer Data Cloud: SAP C/4 HANA excels in consent management, preferences, and audit-readiness capabilities. These features are vital for compliance workflows such as GDPR, CCPA, and LGPD. It also offers cross-channel personalization and identity management.
  2. Integration with Other SAP S/4 HANA Products: While C/4 HANA is a standalone product, its main strength lies in accessing operational data within CRM workflows. This aspect makes it reliable for regulated companies, especially those at risk of non-compliance.
  3. Integration with Enterprise-grade CPQ and Sales Performance Management Tool: Companies with complex quoting, sales territory, and compensation management needs will find C/4 HANA appealing.

Weaknesses:

  1. Marketing Automation: C/4 HANA may not offer the same level of sophistication in pre-sales processes, including marketing automation. It may also face challenges when integrating with third-party marketing automation software seamlessly.
  2. Tight Integration with SAP Products: The data model of C/4 HANA may feel rigid for sales and marketing teams that prefer more flexibility and fluidity to focus on sales goals rather than operational details.
  3. Inflexibility and Complexity of the Solution: Enterprise workflows such as approval management, regulatory checks, and budgetary approvals may feel unnatural and complex for small to mid-size organizations seeking more straightforward CRM solutions.
  4. Zendesk Sell: Simplifying CRM for Startups and Zendesk Users

Zendesk Sell, following Zendesk’s acquisition of Base CRM, targets smaller companies with fewer than 10-15 employees, particularly those already using Zendesk for customer support. However, it may not be as suitable for companies with sophisticated sales and marketing organizations requiring robust CRM functionalities such as sales ops planning, marketing automation, and territory management. Zendesk Sell maintains the same ranking as last year, as no significant developments have occurred with the solution.

Strengths:

  1. Simple Interface for Startups: Zendesk Sell’s interface is designed for users with straightforward CRM needs, primarily focused on lead and opportunity tracking. The interface shares similarities with HubSpot and Close.io and is especially attractive for first-time CRM users.
  2. Easier Transition for Zendesk Users: Users familiar with Zendesk will find Zendesk Sell appealing due to the similar look and feel of both applications, along with the ability to create integration workflows between them.
  3. Easier Calling and Emailing within the App: Zendesk Sell’s design is user-friendly for sales development representatives, facilitating multi-touch campaign execution and tracking directly within the app.

Weaknesses:

  1. Limited Integration between Zendesk Sell and Support: Despite being part of the Zendesk suite, the integration between Zendesk Sell and Support is minimal. Switching between the apps may feel like using completely different applications with minimal data exchange.
  2. Marketing Automation: Zendesk Sell’s marketing automation capabilities are not as robust, potentially requiring the use of additional third-party marketing automation software and licensing.
  3. Limited Advanced CRM Capabilities: Zendesk Sell has limitations in advanced capabilities such as reporting, CSV import/export, and revenue operations planning.

Overall, Zendesk Sell is a suitable CRM solution for startups and Zendesk users seeking a simple interface and seamless integration with Zendesk. However, companies with more complex CRM requirements may find it lacking in advanced functionalities and integration capabilities.

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3.  Zendesk Sell: Streamlined CRM for Small Businesses:

Zendesk Sell emerged as a new player in the market following Zendesk’s acquisition of Base CRM. It specifically targets smaller companies with fewer than 10-15 employees, particularly those already utilizing Zendesk for customer support. However, it may not be the ideal fit for companies with sophisticated sales and marketing operations that require a robust CRM solution encompassing sales ops planning, marketing automation, and territory management. Zendesk Sell maintains the same ranking as last year, as there have been no significant updates to the solution.

Strengths:

  1. User-Friendly Interface for Startups: Zendesk Sell offers a simple interface that caters to users with basic CRM needs, primarily focusing on lead and opportunity tracking. The interface shares a similar look and feel to popular platforms like HubSpot and Close.io, making it especially appealing to first-time CRM users.
  2. Seamless Transition for Zendesk Users: Existing Zendesk users will find Zendesk Sell attractive due to the similar interface and the ability to create integration workflows between the two applications.
  3. Convenient Calling and Emailing within the App: Zendesk Sell’s design is well-suited for sales development representatives, facilitating multi-touch campaign execution and seamless tracking directly from the app.

Weaknesses:

  1. Limited Integration between Zendesk Sell and Support: Despite belonging to the Zendesk suite, the integration between Zendesk Sell and Support is minimal. Users may experience a disconnected experience when switching between the apps, with limited data exchange capabilities.
  2. Marketing Automation: Zendesk Sell’s built-in marketing automation capabilities are not as robust. Users may need to rely on third-party marketing automation software, requiring an additional license.
  3. Limited Advanced CRM Capabilities: Zendesk Sell offers limited advanced functionalities, such as reporting, CSV import/export, and revenue operations planning.

Overall, Zendesk Sell provides a streamlined CRM solution suitable for small businesses, particularly those already utilizing Zendesk for customer support. It excels in its user-friendly interface and smooth transition for existing Zendesk users. However, businesses with more advanced CRM requirements may find limitations in terms of integration, marketing automation, and advanced capabilities.

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4. Monday.com: Customizable CRM for Unique Workflows:

Monday.com is a recent addition to the CRM market, targeting small companies already using it for project management. It also caters to industries with distinct CRM workflow requirements, such as real estate and non-profit organizations. However, it may not be well-suited for larger companies that demand strict data integrity and standardized workflows in their CRM processes. Monday.com retains its previous ranking as there have been no significant updates to the solution.

Strengths:

  1. Enhanced Customizability: Monday.com is a highly customizable platform, offering superior customization capabilities compared to more basic CRM apps like Zendesk Sell. It allows users to tailor the system to fit their ad-hoc workflows precisely.
  2. Seamless Automation and App Integration: Business users find it easier to create automated actions for notifications and approval flows. Additionally, Monday.com provides seamless integration with other apps like Slack and Jira, enhancing workflow efficiency.
  3. Ideal for Unique Industries: Industries such as real estate and non-profits often encounter limitations with standardized CRM systems. Monday.com’s flexibility enables them to customize processes according to their specific needs.

Weaknesses:

  1. Risk of Overengineering: While the customization options are advantageous for specific industries, there is a risk of overengineering processes, potentially impacting downstream workflows and causing complications.
  2. Primarily a Project Management Tool: Monday.com’s primary focus is project management rather than CRM. Users may need to build advanced CRM functionality and reports to meet their specific CRM requirements.
  3. Data Integrity Concerns: Due to its technical nature, Monday.com may lack referential integrity between business objects, leading to potential data integrity issues.

5. SugarCRM: Cost-effective Solution with On-prem Option:

SugarCRM targets smaller companies seeking free or open-source software. It also caters to businesses with unique CRM workflows, offering access to the source code for tailoring the CRM experience. However, it may not be the ideal choice for large companies in need of a robust CRM solution. SugarCRM maintains its previous rank among top CRM systems, with no significant updates to the solution.

Strengths:

  1. On-prem Option with Community Edition: SugarCRM provides a community edition that can be hosted on-premises. This option is favorable for companies with existing server farms, offering greater control over their CRM environment.
  2. Built-in Ad Building: SugarCRM stands out with its unique feature of building ads directly from the platform. This benefits companies seeking a streamlined interface for ad management without the need for multiple ad management tools.
  3. Cost-effective for Budget-conscious Organizations: SugarCRM is particularly valuable for cost-sensitive organizations with in-house developers, as it eliminates the need for recurring licensing fees.

Weaknesses:

  1. Outdated Interface: The interface lacks modernity, potentially discouraging usage by the sales team.
  2. Limited Reporting Capabilities: SugarCRM’s reporting capabilities are limited, necessitating substantial investment in development and internal resources to create desired reports.
  3. Potential Hidden Costs: With the community edition, organizations are responsible for support, upgrades, patches, hosting, and security. While it may initially seem cost-effective, it could end up being equally or more expensive than a Software-as-a-Service (SaaS) option.

In summary, Monday.com offers high customizability for unique workflows, while SugarCRM provides a cost-effective solution with an on-prem option. However, Monday.com may require careful management to avoid overengineering, and SugarCRM’s interface and reporting capabilities may present limitations. Consider these factors when selecting the CRM system that best aligns with your organization’s requirements.

6. Pipedrive CRM: Entry-level Solution for Small Companies:

Pipedrive CRM is designed for smaller companies and solo founders with limited budgets who require an entry-level CRM to manage customer interactions. However, it may not be suitable for larger companies with mature CRM processes that require advanced features like territory planning, quoting, and sales compensation management. Pipedrive CRM maintains its previous ranking, as there have been no significant developments with the solution.

Strengths:

  1. Workflow Automation: Pipedrive CRM offers workflow automation capabilities that help companies minimize data entry across systems and automate lead capture and nurturing processes.
  2. Familiar Look-and-Feel: With a similar data model and user experience as HubSpot, Pipedrive CRM facilitates easy adoption for sales teams with less technical expertise.
  3. Customizable Reports and Goal Setting: Pipedrive CRM provides user-friendly report customization options, making it accessible to teams with limited technical abilities.

Weaknesses:

  1. Weak Data Structure for Complex B2B Organizations: B2B organizations with complex customer hierarchies may find it challenging to integrate Pipedrive due to its weak data structure. Limitations in data model sharing for leads and contacts can pose difficulties in mapping workflows for larger companies.
  2. Limited Data Import and Export Capability: Pipedrive CRM may have limitations when it comes to importing and exporting data from external systems, potentially restricting companies that rely on uploading leads or opportunities from other sources.
  3. Inadequate for Larger Organizations: Pipedrive CRM lacks the comprehensive features required by larger companies, including territory management, sales compensation, and approval workflows.

7. Zoho CRM: Targeting Professional Services Companies:

Zoho CRM caters to smaller professional services companies such as marketing agencies, tech startups, and software development firms. It is particularly suitable for companies already utilizing Zoho for human capital management (HCM) or accounting. However, it may not meet the needs of product-centric organizations requiring advanced CRM capabilities. Zoho CRM maintains its previous ranking, with no significant developments to the solution.

Strengths:

  1. Salesforce-like Data Model: Zoho CRM adopts a data model similar to Salesforce, making implementation and integration with systems like enterprise resource planning (ERP) easier, especially when dealing with complex customer data.
  2. Workflow for Data Quality: Zoho CRM comes with a pre-packaged workflow builder that allows teams with development experience to create intricate workflows, promoting data hygiene and improving CRM adoption.
  3. Zoho Creator: As part of the Zoho suite, Zoho Creator is an app development platform that enables developers to integrate other software and quickly build custom apps without the need for additional third-party tools.

Weaknesses:

  1. Limited Advanced CRM Features: Zoho CRM may not be suitable for large companies with regulatory, compliance, or planning needs, as its out-of-the-box support for these capabilities is weaker.
  2. Inadequate Territory Management and Sales Team Planning: Zoho CRM lacks robust support for territory management and sales team planning compared to other leading CRM solutions on this list.
  3. Limited Integration Options Outside of Zoho: While Zoho CRM excels within the Zoho ecosystem, integration options with external systems are limited. Custom integration and development may be required to connect with other platforms.

In conclusion, Pipedrive CRM offers an entry-level solution for small companies, while Zoho CRM targets professional services firms. Pipedrive CRM provides workflow automation and familiarity with HubSpot, but may lack advanced features and data structure for larger organizations. Zoho CRM, resembling Salesforce’s data model, offers workflow capabilities and integration with Zoho Creator, but may not meet the needs of product-centric companies or provide extensive integration options outside the Zoho ecosystem. Consider these factors when selecting the CRM that aligns best with your business requirements.

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8. HubSpot CRM: Free Option with Simpler Data Needs:

HubSpot CRM offers a free option and is particularly attractive for companies already using it for marketing automation. It is well-suited for companies with simpler customer master and data model requirements. However, it may not be suitable for large companies with complex customer structures, such as buying groups or associations. HubSpot CRM maintains its previous ranking, as there have been no significant developments with the solution.

Strengths:

  1. Price: HubSpot CRM is highly appealing to companies seeking a free SaaS CRM option or those finding Salesforce pricing expensive.
  2. Marketing Automation and Omnichannel Tracking: HubSpot CRM provides robust marketing automation capabilities, allowing the creation of widgets on various lead acquisition channels. These widgets seamlessly integrate with the HubSpot database and trigger subsequent marketing automation workflows.
  3. Ecosystem: HubSpot has a strong ecosystem and offers integration with other CRM systems, CMS platforms, and eCommerce tools, making it ideal for companies looking to use HubSpot primarily for marketing automation.

Weaknesses:

  1. Limited Data Model for B2B Businesses: HubSpot’s data model is more streamlined and may not adequately support complex hierarchies in B2B organizations. Additional hierarchies require custom objects available only in the enterprise version, with significant limitations.
  2. Lack of Advanced CRM Features: HubSpot may not be suitable for companies with extensive compliance, regulatory, or quoting needs, as these require substantial development on top of the platform.
  3. Inadequate Territory Management and Sales Team Planning: The weaker data model of HubSpot CRM may hinder industries requiring robust out-of-the-box capabilities for territory management and sales team planning, where accurate data from the CRM system is crucial.

9. Microsoft Dynamics CRM: Targeting Mid-to-Large-Sized Companies:

Microsoft Dynamics 365 CRM is geared towards mid-to-large-sized companies and is particularly suitable for organizations utilizing other Microsoft products like Dynamics 365 ERP. However, it may not be well-suited for smaller companies attracted to the flexible data models of systems like Zendesk or HubSpot. Microsoft Dynamics CRM maintains its previous ranking, as there have been no significant developments with the solution.

Strengths:

  1. Support for Complex Business Needs: Microsoft Dynamics CRM offers a rich data and object model that supports complex sales and marketing organizations. This enables the creation of appropriate permissions and approval flows necessary for larger, regulated companies.
  2. Integration with Other Dynamics Products: With database-level replication and a shared common data model among different Microsoft products, integration among Microsoft solutions is seamless and efficient.
  3. Territory Management and Sales Team Planning: Microsoft Dynamics 365 CRM comes pre-packaged with robust capabilities for advanced territory management and sales compensation planning, making it suitable for global organizations.

Weaknesses:

  1. Less Fluid Data Model: Compared to other CRM systems, Microsoft Dynamics 365 CRM has tighter dependencies between its objects regarding pricing, products, and their correlations with accounts. This may pose usability challenges for sales teams.
  2. Limited Support for CSV Import and Export: Microsoft Dynamics 365 CRM lacks intuitive support for CSV import and export, making it more challenging for sales teams to import opportunities and leads from external systems.
  3. Limited Marketing Automation Capabilities: The marketing automation component of Microsoft Dynamics 365 is not as advanced as some other CRM systems, and its integration and ecosystem with external CMS providers are not as strong as those offered by HubSpot or Pardot.

10. Salesforce CRM: Versatile Solution for Companies of All Sizes:

Salesforce CRM targets companies of all sizes, including startups, and is particularly suitable for companies with complex CRM workflows. However, it may not be the best fit for companies with custom CRM processes in industries like real estate or non-profits, where out-of-the-box options may be limited. Salesforce CRM maintains its position as the top-ranked CRM solution due to its authority, commitment to the CRM market, and its ability to cater to various industries and company sizes.

Strengths:

  1. Rich Data Model for Complex CRM Needs: Salesforce CRM boasts the most extensive data model among all CRM systems, catering to the complex requirements of diverse industries and business models. It offers a superior development ecosystem and platform for building enterprise-grade capabilities and integrating with other systems.
  2. Strong in Telecom and Media Verticals: Salesforce provides deep product and CPQ (Configure, Price, Quote) capabilities for specific industries such as medical devices and telecom, facilitating territory-specific pricing and product release workflows.
  3. Comprehensive Product Portfolio and Ecosystem: Salesforce offers a wide range of best-of-breed CRM offerings, including marketing automation, field services, and eCommerce. It boasts a vibrant development community and integrates with various products and ecosystems to create a best-of-breed architecture.

Weaknesses:

  1. Price: Salesforce may be one of the most expensive CRM solutions, with per-seat costs potentially higher than most other CRM systems on the list.
  2. Complexity of Customization: Salesforce customization may not be as intuitive as other CRM systems, and its object model can be unnecessarily complex and outdated due to the mix of lightning and legacy interfaces.
  3. Not Ideal for Every Industry: While Salesforce excels in specific industries, it may not be the best fit for industries requiring deeper collaboration with their ERP systems.

In conclusion, selecting the right CRM that aligns with your business model and enterprise architecture is crucial for successful digital transformation initiatives. HubSpot CRM offers a free option with simpler data needs, while Microsoft Dynamics CRM targets mid-to-large-sized companies. Salesforce CRM provides a versatile solution suitable for companies of all sizes. Consider the strengths and weaknesses outlined above to guide your CRM selection process.

 

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