Top CRM Solutions for 2021

Rebekah Carter

Nurturing successful relationships with customers is crucial for any business

Salesforce SAP Oracle Zendesk IBM Pegasystems Hubspot Adobe Strategy
Top CRM Solutions for 2021

Nurturing successful relationships with customers is crucial for any business. This is particularly true in a post-pandemic age, where connections with customers are shifting away from face-to-face interactions, and into the digital age.

Your clients are connecting with you on multiple platforms, about countless different queries. To stay ahead of the competition, you need to find a way to track the customer journey and adapt to it. Once you know how your client moves through each interaction with your business, and what they need to feel satisfied with your brand, you can take steps to optimize.

A CRM could be the key to getting a stronger, behind-the-scenes view of what’s going on in your customer’s mind. CRMs make it easier to track all parts of the customer journey, as well as valuable details about each individual client.

So, which CRM offerings are best?

Microsoft Dynamics CRM

Microsoft Dynamics CRM is one of the better-known CRM options in the market today. This popular solution is a valuable part of the Microsoft ecosystem, which means it also integrates with things like Outlook, and Microsoft Teams.

Created to streamline the process of understanding and interacting with customers, Microsoft Dynamics CRM centralises all of your client discussions and makes it easier to visualise trends in customer expectations and needs. There are all kinds of smartphone apps available to track information wherever you go, as well as integrations with leading CCaaS and UCaaS tools.

Dynamics supports on-premises and SaaS deployments, as well as automated workflows to reduce the strain on your team.

Oracle NetSuite

Oracle NetSuite is a CRM solution offering deeper insights into your customer relationships. This is the only cloud solution available today that delivers a real-time view of your customers. The CRM ensures a seamless flow of information for your employees and agents, with access to a full view of the lifecycle, from lead through to cross-sell and support.

Aside from traditional CRM solutions like SFA, customer service management, marketing automation, order management, and many others, NetSuite CRM also delivers quotes, commissions, order management, sales forecasting, and integrated eCommerce. Your sales performance will be improved due to upselling, forecasting, and commission management features too.

Adobe Cloud CRM

Created by one of the biggest names in digital technology, Adobe’s Marketing Cloud and CRM is a state-of-the-art environment for customer tracking. The platform allows businesses to manage the sales, customer support, and marketing facets of their organisation in an aligned space. The Marketing Cloud has access to email campaigns, unique profiles, operational reporting tools and more.

Adobe’s Cloud CRM is particularly impressive because it comes with such a wide selection of extra integrated tools. Adobe Analytics helps you understand customer behaviours, while Adobe Audience Manager assists in creating user profiles. There’s also Adobe Media Optimizer, Experience Management, and Campaign building.


Probably the number one company for CRM technology in the world, Salesforce has earned a huge amount of attention over the years. This all-in-one tool provides a central brain for all of the customer relationship management elements of your business. The functionality of Salesforce goes far beyond what you would expect from a standard CRM, with things like digital marketing, customer service support, and integration for third-party apps.

Salesforce can work with your UCaaS and collaboration tools or connect with your contact center. This technology also comes with one of the best communities in the world, where you can learn all about things like AI, business intelligence, and in-depth analytics within the Salesforce ecosystem.

HubSpot CRM

HubSpot CRM stands out as one of the more affordable customer relationship management tools on the current market. The core CRM functionality is free to use, and there’s access to a range of accompanying tools available too. You can link your HubSpot CRM with sales, and marketing technologies throughout the HubSpot ecosystem.

HubSpot comes with access to a host of reporting tools and services that allow you to track deals, assign tasks, and interact more effectively with your target audience. Like many of the leading tools available today, the solution also comes with access to integrations so you can connect your UCaaS or Contact Centre technology.


Another top-rated CRM solution for the digital landscape, SugarCRM promises to show a clearer picture of your customer journey from start to finish. The CRM solution comes with options for sales and marketing integrations so all of your teams can work together. There’s a huge selection of analytics and reports to show you what’s really working for your brand. Plus, SugarCRM has various automation options too.

Centralised storage in the cloud makes managing your information easier, while customizations allow for better agent experiences. You’ll have access to either on-site or SaaS hosting, and you can choose who in your team should have access to what information with things like role-based views and secure team management.


Best-known for its ability to automate Salesforce, and create powerful customer service pipelines, SAP is one of the more advanced CRM solutions on the market. There are integrations available with a range of third-party tools, and excellent reporting and analytics features. You can get a full 360-degree view of your customer, and a better insight into your agent operations too.

SAP CRM promises a selection of tools intended to help you better engage and understand your audience, so you can deliver on your service promises. The CRM solution can also work alongside the SAP customer data platform, commerce cloud, and other tech tools. SAP is even ideal for tracking workflows and managing employees.

Pega CRM

An enterprise-level CRM solution by Pegasystems, Pega CRM integrates marketing, sales, and customer service capabilities into a single solution. It also offers end-to-end automation and real-time AI, capable of giving you more intelligent overviews of your business, and your customer conversations. Pega CRM also provides access to marketing features.

When you’ve got a good view of your audience and their journey with your CRM technology, you can use the same software to recognise, analyse, and respond to customer behaviour. AI systems can offer suggestions for the next-best-action to deal with each customer. You can even capture customer actions across numerous channels and anticipate their next move.


Most people know IBM is an innovator in technology, delivering sensational AI tools and business-transforming systems. The IBM CRM delivers the same kind of quality when it comes to caring for customer relationships. The solution features an easy-to-use CRM solution that streamlines customer relationships and makes business tracking easy.

You can integrate CRM functionality with a range of marketing tools to get the best results, including IBM Watson Marketing, which brings AI into the promotional experience. There’s also access to various integrated content hubs, automation tools, in-depth analytics, and real-time reports. Plus, companies can design an entire workflow for how they want to manage their leads.


Simple and effective, the Zendesk CRM is a highly customizable tool for customer relationship management, capable of supporting companies as they manage all kinds of interactions with customers. The Zendesk CRM software helps companies handle all components of their customer relationships, from tracking inquiries, to lead nurturing and after-sales care.

Because Zendesk integrates so easily with a range of CCaaS tools and collaboration systems, it’s ideal for companies offering a more comprehensive back-end environment to their agents. Combine customization with a host of reports and analytics, and you’ve got a great tool for customer relationship management.



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