The Top CRM Vendors to Consider in 2025

Unpack the leading CRM vendors for relationship management

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The Top CRM Vendors to Consider in 2024 - CX Today Market Map
CRMInsights

Published: January 22, 2025

Rebekah Carter

The top CRM vendors give today’s business leaders the solutions to track, manage, and improve relationships with their customers.

Offering an all-in-one environment for insights into essential customer data, these CRM software vendors help organizations build strategies to reduce churn, increase customer loyalty, and optimize revenues.  

As customer expectations evolve, CRM solutions have become a cornerstone part of the CX stack for businesses of all sizes.

Indeed, over 91 percent of companies with more than 11 employees now rely on CRM software.

Plus, analysts believe the CRM market will grow to a value of $157.53BN by 2030, highlighting the growing demand for these solutions.  

As CRM technology evolves, implementing ever-more advanced AI, automation, and productivity features, now could be the perfect time to invest in upgrading the CX ecosystem.

Recognizing this, CX Today has assessed the CRM market to put forward the ultimate map of the top CRM vendors in 2025. 

The article provides a snapshot of the vendors featured in our CRM Marketplace.

  • Salesforce 
  • HubSpot 
  • Zoho
  • Microsoft
  • Oracle
  • SAP
  • Pegasystems
  • ServiceNow
  • Zendesk
  • SugarCRM
  • Appian
  • Freshworks
  • Kustomer
  • Sage
  • eGain
  • Pipedrive
  • Insightly 
  • SuperOffice 
  • Nutshell 

Salesforce  

With a dominant 21.7 percent share of the market, Salesforce is often the first brand that springs to mind when weighing up CRM vendors. 

Its CRM solutions include Service, Sales, Market, and Commerce Cloud, alongside individual platforms for nine specific industries.

Salesforce connects all its CRM apps with Data Cloud, its customer data platform (CDP), unifying data across the customer experience ecosystem.

Moreover, in 2024, it launched Agentforce, allowing customers to implement autonomous AI agents across that ecosystem, turning its data and insight into action.

In doing so, Salesforce led the AI pivot from copilot to autopilot.

Salesforce also offers Tablaeu, MuleSoft, and Slack, each bringing unique benefits to its CRM ecosystem.

Yet, despite its broad portfolio, Salesforce maintains the rapid development of its core CRM apps.

For instance, last year, it introduced new product discovery tools, an updated contact center integration program, a personalization decision engine, and so much more.

Meanwhile, the vendor also completed acquisitions of Own Company, PredictSpring, and Tenyx.

→ Explore Salesforce 

HubSpot  

Unlike many CRM vendors, HubSpot offers both free and premium solutions for customer relationship management.

The free features of HubSpot CRM enable companies to track customer data, leverage automated marketing, sales, and service campaigns, and access in-depth reports.

Plus, there are built-in collaboration tools to unify and align CX teams.  

More advanced versions of HubSpot’s CRM technology come with various intuitive solutions for ad scheduling, integrated customer communication, lead management, and sales funnel analysis.

HubSpot also gives users access to numerous generative AI tools that assist with the development of creative marketing campaigns and the delivery of rapid self-service.  

Like Salesforce, HubSpot has shifted to a multi-CRM strategy to provide that all-encompassing customer experience environment.

Additionally, its Founder, Dharmesh Shah, is developing a network of AI Agents, which – as of January 2025 – already has 250,000 users. Shah hopes that this platform will – in time – become part of HubSpot’s core offering.

→ Explore HubSpot 

Zoho  

Zoho is unique in building out its own infrastructure to host its enterprise technologies, including its CRM platform. 

Ultimately, this strategy has helped the vendor lower its costs and – as a result – reduce the total cost of ownership (TCO) for its customers. That’s a massive plus.

In terms of its feature set, Zoho CRM enables businesses to deliver omnichannel experiences with embedded tools for segmentation, predictive intelligence, and KPI analysis.

There are AI-powered bots (Zia) to support both agents and customers, as well as rich workflow automation capabilities.  

Zoho CRM is also highly customizable, with one-click integrations for leading tools like Shopify, Zoom, and MailChimp.

Additionally, Zoho offers specialist solutions for specific business needs, such as a Google Workspace CRM, help desk, and social CRM solution. 

→ Explore Zoho 

Microsoft (Dynamics) 

Known for its mammoth stack of enterprise software, Microsoft is a prominent global vendor of customer relationship management platforms, thanks to Dynamics 365.

The solution integrates with other tools in the tech company’s portfolio, such as Microsoft Power BI, Teams, and Outlook. Such compatibility ensures teams can collaborate without shifting across so many apps.

Moreover, customers can leverage Dynamics 365 alongside the Power Platform to create comprehensive automated workflows and link distributed technologies throughout their ecosystems. 

Each Dynamics CRM has also its own dedicated generative AI Copilot. In 2025, these are starting to go beyond their individual applications, helping share critical customer data across the CX ecosystem. 

Finally, like Salesforce, Dynamics offers industry-specific CRMs. As more customers request preconfigured automation across common industry workflows, these CRM apps will come into their own. 

→ Explore Microsoft 

Oracle NetSuite  

Powered by Oracle Cloud Infrastructure (OCI), NetSuite is a comprehensive CRM solution.

Its software toolkit combines collaboration, accounting, ERP, and business management tools into a single environment, along with traditional CRM capabilities.

That single environment gives Oracle many customers access to data from across the enterprise, bolstering their data and AI strategies.

In terms of its individual CRM apps, Netsuite covers sales force automation, marketing automation, customer service management, and partner relationship management.

Oracle also ensures sales, marketing, and service teams can leverage shared dashboards for real-time insights into opportunities and crucial customer pain points.

Meanwhile, its mobile CRM offering is strong, making Oracle a firm favorite in sectors like healthcare, real estate, delivery services, etc.

→ Explore Oracle NetSuite 

SAP 

Like Oracle, Microsoft, and Zoho, SAP benefits from its broad ecosystem, which includes its widely-utilized ERP solution.

SAP has put significant time into solidifying the connection between its CRM and ERP solutions to drag more data into the customer experience ecosystem.

Now, with Joule, SAP is reaping the rewards, as its AI agents can leverage that data to better inform sales proposals, personalize marketing campaigns, and automate customer communications.

SAP is also a vendor highly regarded for building CRM solutions with a modular architecture that allows for high customization and extensibility.

Altogether, SAP offers CRM solutions for eCommerce, marketing, customer service, and sales teams, all featuring end-to-end automation capabilities and robust reporting capabilities. 

→ Explore SAP 

Pegasystems 

Pegasystems isn’t only a well-known CRM provider. Indeed, it’s also a highly regarded enterprise workflow automation and low-code applications provider.

In combining these strengths, Pegasystems considers all the processes within customer experience alongside those that extend into the broader enterprise environment.

From there, the vendor aims to help organizations mine, optimize, and automate those processes.

Now, with the rise of agentic AI, Pega has proven ahead of the game, as this work will help its customers put AI to work faster.

Alongside the vision, Pega also offers impressive functionality, as evident in its CRM’s “Customer Decision Hub”. Here, customers can analyze live conversations and journeys to predict customer needs.

Finally, Pega’s unified platform uses APIs and integrations to bridge the gap between multiple resources in the CX technology stack, without compromising on security.  

→ Explore Pega Systems 

ServiceNow 

While ServiceNow hasn’t formally entered this market, its customer service and sales solutions increasingly feature customer relationship management functionality.

These solutions offer a modernization layer for on-premise CRM systems, instead of a lift-and-shift cloud alternative.

From there, ServiceNow connects CRM solutions with its broader stack, which includes enterprise-grade workflow automation, inventory, and order management systems.

Innovatively, the vendor also allows customers to build collaborative workspaces across its CRM-like offerings, where users gain instant access to insights with dashboards and custom reports.

Its solutions also integrate with a range of customer service, business productivity, and collaboration tools.

Finally, ServiceNow is a firm favorite of IT teams, thanks to its ITSM software. Now that generative and agentic AI is coming to the fore, IT is increasingly being pulled into the CX software-buying conversations. That will benefit ServiceNow’s play in the CRM space to no end.

→ Explore ServiceNow 

Zendesk  

While it has a sales CRM solution, Zendesk focuses primarily on the customer service space.

There it differentiates by offering differentiative functionality, like the workforce engagement management (WEM) suite it released in early 2024.

In doing so, Zendesk overlaps with many traditional contact center providers, helping businesses to converge their customer service stacks.

Elsewhere, Zendesk hit the headlines in 2024 for its innovative pricing approach, mixing outcome-, usage-, and seat-based models.

As companies eventually lower their seat counts, thanks to the influence of AI, such moves are critical for the future of the CRM industry.

Finally, on that sales CRM, Zendesk supports sales teams with various pipeline management, lead qualification and tracking capabilities.

→ Explore Zendesk 

SugarCRM  

Built to align sales, marketing, and service teams, SugarCRM has established a reputation for building robust, technical products. 

In doing so, it has maintained a global customer base, particularly in complex industries – like manufacturing – where its technical value proposition can shine.

Recognizing this, SugarCRM has started to focus more on supporting revenue optimization rather than lead generation. After all, that’s what most strikes a chord with these customers.

Its 2024 sales-i acquisition will help here, as will its thriving community and robust app marketplace. 

Also, SugarCRM appointed a new CEO last year, which may help to enhance its communication with this crucial customer segment.

→ Explore SugarCRM 

Appian 

More than just a standard CRM vendor, Appian is a workflow automation and business intelligence software vendor.

The company offers organizations tools that enable them to monitor, optimize, and track various customer experience tasks, from pinpointing leads to delivering customer support.

Additionally, Appian offers intuitive solutions for orchestrating governance, risk, and compliance processes.  

Appian also offers developers and business leaders tools that allow them to design fully bespoke experiences with end-to-end automation and data insights.

For companies looking to take an especially innovative approach to customer relationship management, Appian offers a unique alternative to most market leaders.  

→ Explore Appian 

Freshworks  

Like HubSpot, Freshworks is a firm favorite CRM vendor amongst SMBs. Why? Because of its simple cost model and speedy time to value.

Indeed, businesses can get up and running on Freshworks quickly, with many reporting how they can set up Freshworks’s CRM solutions without assistance from the vendor or a third party.

Freshworks continued its bid to be the “easy” CRM provider in 2024 by launching its “uncomplicated” AI Agent, Freddy, with a free trial and straightforward licensing.

Also, the vendor’s platform features many enterprise-level features – from workflow automation to a 360-degree customer view – despite its reputation for serving smaller businesses. 

Finally, Freshworks offers AI-based lead scoring and prospecting tools for sales teams, virtual agents for self-service, and integrated messaging and voice communication features.  

→ Explore Freshworks 

Kustomer 

Once owned by Meta, Kustomer presents a CRM solution deployed within many customer service environments.

Businesses working with Kustomer will find that its offering is highly customizable, which helps to ensure a more seamless transition when switching CRMs.

Additionally, the cloud-based solution can integrate with a range of business tools, from eCommerce platforms like Shopify to communication tools like WhatsApp and Slack.

Kustomer’s CRM also includes the “next-gen” AI Agent for customers and reps, which helps companies deliver personalized and proactive experiences across multiple channels. 

 → Explore Kustomer 

Sage  

Sage’s CRM software supports companies with optimizing and automating various stages of the customer journey, aligning sales, service, and marketing teams.

With built-in collaboration features and actionable reports on team performance, companies can pinpoint ways to unlock new business results.

Additionally, there are AI-powered tools for drawing deeper insights from data, including sentiment and intent. 

Sage’s CRM platform also provides access to bespoke reporting and dashboard features, automated workflows, and a range of integrations.

Lastly, businesses can align Sage CRM technology with other products from the vendor, like HR and accounting tools, to connect the customer and employee experience ecosystem. 

→ Explore Sage 

eGain 

Best known for its knowledge management software, eGain also offers CRM functionality to customer service teams alongside virtual assistants and co-browsing tools.

The company’s CRM solution is a little different from those offered by other CRM vendors on this list, as it focuses on aligning all forms of business data beyond just customer insights.  

Companies can drive insights from customer interactions across every communication channel and build their own self-service knowledge hubs.

eGain is also investing significantly in the world of generative AI, giving companies access to intelligent assistants for automating knowledge tasks, journey mapping, and customer self-service.  

→ Explore eGain 

Pipedrive  

Software vendor Pipedrive produces technology for sales, marketing, and service teams.

The organization’s comprehensive sales software toolkit comes with a complete CRM solution, combining lead management and qualification with pipeline management, workflow, and marketing automation.

With Pipedrive, users can access AI sales assistants, boost productivity with a unified inbox, and even automate prospecting tasks. 

Pipedrive’s software is highly flexible, ready to integrate with the business and data management tools, as well as contact center solutions already used worldwide.

Finally, the vendor promises quick and easy implementation, comprehensive scalability, and access to both historical and real-time customer data updates.  

→ Explore Pipedrive 

Insightly  

Scalable and modern, Insightly’s CRM software supports customer-facing teams, with comprehensive insights into customer journeys and improvement opportunities.

The sales app within the platform includes solutions for driving, assigning, and routing leads to agents, as well as building full sales pipelines.  

Meanwhile, marketing teams may leverage a solution that notably features diverse automation workflow builders with A/B and multivariate testing.

Additionally, there is the Insightly Service portal for customer support.

Insightly can even leverage a full SLA management center to help ensure they deliver on their service promises.

→ Explore Insightly 

SuperOffice  

SuperOffice is a CRM vendor that prioritizes AI and automation to help align distributed teams across the customer experience ecosystem.

Central to that is the platform’s new UI, fresh for 2025. It’s designed to support businesses in automating desktop processes and allowing employees to leverage AI insights.

Plus, companies can integrate their SuperOffice ecosystem with the platforms they already use.  

The SuperOffice CRM platform includes all of the core features companies need for relationship management, from end-to-end pipeline insights to self-service solutions for customers and agents.

There are also built-in tools for performance and compliance monitoring, as well as strong access controls and encryption options for security.  

→ Explore SuperOffice 

Nutshell  

Promising a simple all-in-one CRM system for B2B companies, Nutshell offers organizations a cloud-based ecosystem packed with useful features.

There are tools for contact management and customer profile building, pipeline creation, lead scoring, and sales and marketing automation.

Moreover, users can take advantage of AI-powered analytics tools, as well as intelligent support bots. 

Nutshell also comes with a full reporting suite, as well as AI timeline summarization features, click tracking, and notifications for digital businesses.

Lastly, the platform can also integrate with numerous business resources through one-click integrations and API support.  

→ Explore Nutshell 

 

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