A CRM (Customer Relationship Management) is essential for centralizing customer interactions, optimizing sales processes, and improving customer satisfaction. In 2024-2025, CRMs are integrating new artificial intelligence functionalities and advanced customization options, thus adapting to the varied needs of modern businesses.

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Why use a CRM?

A CRM (Customer Relationship Management) is an essential software for managing customer relationships and optimizing business processes. Here's why:

Centralization of customer data
A CRM brings together all customer information (contacts, history, interactions) in one place, accessible to all employees. This centralization facilitates the management of customer relationships and improves the effectiveness of teams.

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Productivity improvement
With automation functions (lead follow-up, automatic reminders, reminders), a CRM reduces the manual workload. This frees up sales teams to focus on strategic interactions and sales development.

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Precise monitoring of sales opportunities
With sales pipelines and dashboards, teams can track the progress of each opportunity. This monitoring helps identify bottlenecks and adjust business strategy to achieve goals.

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Improving customer relationships
A CRM makes it possible to personalize interactions and to better anticipate customer needs, thanks to recorded histories and preferences. This improves satisfaction and keeps customers coming back.

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Informed analysis and decision making
The reports and analyses provided by the CRM make it possible to monitor sales performance, identify trends, and guide strategic decisions. These insights help to adjust sales campaigns based on results.

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Adaptability and growth
Depending on the needs, a CRM adapts to the evolution of a company. It can evolve to integrate new functionalities, meet the expectations of a larger team or a larger customer portfolio.

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In short, using a commercial CRM is a strategic investment to structure customer interactions, automate tasks and make decisions based on concrete data.

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Top 10 best sales CRMs for 2025

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1. Salesforce CRM

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Salesforce is a global leader in CRM solutions. Known for its comprehensive features, it allows businesses to effectively manage their sales, marketing, and customer service processes. With its Einstein AI artificial intelligence tool, Salesforce helps sales teams identify and prioritize high-potential prospects. Its numerous integrations and customization options make it a popular choice for large businesses.

Primarily aimed at large businesses and sophisticated sales teams, Salesforce is a highly customizable but expensive solution. Its prices vary according to the modules chosen, ranging from entry-level packages for small teams to complete and complex offers for large organizations.

Benefits :

• Great flexibility and customization.
• Artificial intelligence (Einstein AI) for advanced predictions.
• Broad range of integrations with other business tools.
• Compatible with Maslo.app

Disadvantages :

• High cost, especially for larger configurations.
• Learning curve for new teams.
• Complexity that may be excessive for simple needs.

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2. HubSpot CRM

HubSpot CRM is a free tool that offers basic features for managing contacts, email marketing, and sales automation. With its user-friendly interface and built-in tools, HubSpot is a popular choice among SMEs and startups looking to structure their business processes without adding to their budget. Paid modules allow businesses to evolve the tool according to their growing needs.

Great for SMEs, startups, and growing businesses, HubSpot CRM is free for basic features. Paid extensions are available to access more advanced features, with rates starting at around €45 per month for sales and marketing modules.

Benefits :

• Intuitive and easy to use interface.
• Free base with paid expansion options.
• Integrated automation and tracking tools.
• Compatible with Maslo.app

Disadvantages :

• Limited advanced features in the free version.
• Cost that increases with additional modules.
• Not as customizable as some competitors.

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3. Zoho CRM

Zoho CRM is a well-established solution that combines simplicity and functional power. With an easy to use interface and customization options, Zoho helps businesses automate sales processes and manage their pipeline effectively. This CRM is often chosen by SMEs for its flexibility and affordable cost.

Adapted to SMEs and large businesses, Zoho CRM offers a flexible and economical solution. Rates start at €14 per user per month, offering an affordable solution for small structures while being scalable for larger organizations.

Benefits :

• User friendly and easy to use interface.
• Advanced customization options to adapt to business needs.
• Competitive price for SMEs.
• Compatible with Maslo.app

Disadvantages :

• Fewer advanced features compared to more expensive CRMs.
• Customer support is improved in some versions.
• Limited integrations compared to high-end CRMs.

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4. Microsoft Dynamics 365

Microsoft Dynamics 365 combines CRM and ERP capabilities to provide an overview of customer relationship management and operations. With its advanced analytics capabilities and extensive integrations into the Microsoft ecosystem, Dynamics 365 is a powerful choice for businesses managing complex data.

Mostly used by large businesses, Dynamics 365 is suitable for organizations looking to unify customer management and operations. Pricing starts at €65 per user per month, with costly customization and extension options.

Benefits :

• Seamless integration with the Microsoft ecosystem (Office 365, Azure, etc.).
• Advanced analytics and automation capabilities.
• Complete solution to unify CRM and ERP.
• Compatible with Maslo.app

Disadvantages :

• High rates and complex cost structures.
• Complexity that can discourage small teams.
• Difficult to handle for the uninitiated.

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5. Pipedrive

Pipedrive was designed for sales teams by sales professionals. Its intuitive interface allows a simple and effective visualization of the pipeline, which promotes proactive sales management. With built-in automation tools, Pipedrive helps businesses simplify manual tasks and stay focused on their goals.

Pipedrive is popular with SMEs and startups that have a structured approach to selling. The rate starts at €15 per user per month, offering an affordable and practical CRM for results-oriented teams.

Benefits :

• Intuitive interface and visual pipeline management.
• Automating tasks to save time.
• Designed specifically for sales teams.
• Compatible with Maslo.app

Disadvantages :

• Lack of advanced features for larger businesses.
• Limitations in customization options.
• Fewer integrations than some competitors.

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6. Monday CRM

Monday CRM stands out for its flexibility and customization options. With a Kanban-like interface, it is ideal for businesses that want to manage their workflows and sales processes visually. Monday CRM also allows great adaptability to the specific needs of each team.

Designed for businesses of all sizes looking for a customizable CRM, Monday offers rates starting at around €8 per user per month for basic functionalities.

Benefits :

• Kanban interface for visual process management.
• Advanced flexibility and customization.
• Suitable for teams of all sizes.

Disadvantages :

• Limited CRM capabilities compared to specialized tools.
• Lack of advanced analytical tools.
• Can get complex with lots of projects.

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7. Sellsy

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Sellsy is a CRM solution that offers customer relationship management features, including sales tracking, billing, and contact management. Adapted to SMEs, Sellsy offers a centralized dashboard to visualize the stages of the sales pipeline and manage prospects effectively. Its tools also include an invoicing and purchasing management module, making it versatile for small businesses that want to simplify their business management.

Sellsy mainly targets SMEs looking for an all-in-one CRM that can manage not only sales monitoring, but also essential administrative tasks. Rates start at €29 per user per month.

Advantages:

• Integrated management of sales, invoices and purchases.
• Intuitive interface, adapted to small teams.
• Real-time monitoring of the progress of business opportunities.
• Compatible with Maslo.app.

Disadvantages:

• Less suitable for large companies with advanced customization needs.
• Limitations in advanced automation features.
• Some less complete integrations compared to specialized CRM solutions.

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8. Axonaut

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Axonaut is a French CRM solution that centralizes sales, billing, and accounting management. Designed for small and medium-sized businesses, its interface is simple and intuitive, with modules that meet the needs of French businesses.

Designed for French SMEs, Axonaut is an affordable all-in-one solution, with prices starting at around €25 per user per month.

Advantages:

• All-in-one solution for sales and billing management.
• Simple interface adapted to SMEs.
• Local customer support in France.
• Compatible with Maslo.app

Disadvantages:

• Limited functionality for large businesses.
• Lack of integrations with international tools.
• Relatively high cost for small structures.

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9. Attio

Attio relies on a collaborative and connected approach to customer relationship management, with a modern and refined interface. It offers advanced contact management features and is particularly appreciated by technology companies.

Attio is designed for modern and technological businesses, valuing collaboration. Prices vary according to the modules chosen, with a free version for small teams.

Benefits :

• Collaborative and connected approach.
• Modern and user-friendly interface.
• Advanced contact management.
• Compatible with Maslo.app

Disadvantages :

• Lack of traditional CRM features.
• Price that may increase depending on the modules.
• Little customization for complex needs.

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10. Creatio

Creatio is a CRM that offers advanced customization options and a process automation engine. With its flexibility, Creatio is suitable for businesses with complex needs, looking to adapt CRM to their own processes.

Intended for large companies and sales teams with complex needs, Creatio offers personalized rates according to the desired configuration, making this CRM modular for various uses.

Benefits :

• Advanced customization options.
• Process automation engine.
• Flexible and modular solution.

Disadvantages :

• High rate for small structures.
• Complexity of implementation.
• Requires time for teams to adapt.

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Comparative table of the main characteristics of CRMs

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Commercial CRM selection criteria

Key Features

The functionalities of a CRM vary, but some are essential for effective commercial management:

• Managing contacts and prospects : A CRM must centralize all information on customers, prospects and interaction histories to facilitate access to data.
  
  
• Tracking opportunities and sales : The tool should track sales cycles, from lead generation to closing, with metrics to monitor critical stages in the pipeline.
  
  
• Automating tasks : By automating repetitive processes (follow-up emails, notifications, reminders), CRM reduces team workload and improves efficiency.
  
  
• Reporting and analytics : Performance reports help assess conversion rates, team productivity, and identify trends. Some CRMs include advanced analytics capabilities, with interactive dashboards and predictive insights.
  
  

These features are crucial for a business that wants to structure and boost its sales cycle while minimizing repetitive tasks.

Customization and Flexibility

The ability of a CRM to adapt to the specific needs of the company is a decisive criterion of choice.

• Customizing fields and processes : The ability to create custom fields, modify workflows and adjust the interface makes it possible to adapt it to internal company processes.
  
  
• Flexible integration : A CRM should easily integrate with existing tools, such as marketing, project management, or billing software, for a smooth and interconnected workflow.
  
  
• Scalability : The CRM must be able to adapt to business growth, with options to add new users or new functionalities without degrading performance.
  
  

This flexibility is crucial for businesses with changing or rapidly growing processes, which require a CRM that is adjustable to their evolving needs.

Integrations and compatibility

Tool integration and compatibility are essential to ensure continuity between the company's various systems and services.

• Integrations with marketing and communication tools : Integrations with platforms such as MailChimp, Slack, or e-mailing software make it possible to manage marketing campaigns directly from the CRM and to centralize communication.
  
  
• Compatibility with ERP and management software : For businesses that use ERPs, compatibility with tools like SAP, QuickBooks, or even human resource management software requires data continuity.
  
  
• APIs and connectors : Modern CRMs often offer open APIs or connectors with third-party solutions (Zapier, Integromat), allowing automation and extensive connection with various systems, even those that are not natively compatible.
  
  

Good compatibility ensures frictionless use and optimizes return on investment by maximizing the usefulness of CRM in the business software ecosystem.

Prices and accessibility

Cost is often a decisive factor, especially for SMEs and startups.

• Flexible pricing plans : Many CRMs offer free versions for small teams, with basic features, and pricing options that are scalable for growing business needs.
  
  
• Payment model : Some CRMs are available on a monthly or annual subscription, while others offer rates per user. A pricing model that is adaptable to the real needs of the business is often preferable.
  
  
• Premium features and add-ons : CRMs offer optional premium features, such as advanced automation tools or analysis modules, allowing the company to choose only the necessary functionalities.
  
  

This criterion helps businesses choose a CRM that is both efficient and adapted to their constraints, with the possibility of adding functionalities according to their growth and priorities. 

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How do you choose the right CRM for your business?

• CRM for SMEs and startups : Options like HubSpot CRM, Zoho CRM, and Pipedrive are often tailored to smaller organizations for their affordability and intuitive interfaces.
  
  
• CRM for big businesses : Salesforce and Microsoft Dynamics 365 are more appropriate for businesses that need comprehensive solutions and advanced features.
  
  
• Sales-oriented CRMs vs. customer-oriented CRMs : CRMs like Pipedrive and Freshsales are highly sales-oriented, while options like Monday CRM or Attio make it easier to manage customer relationships.
  
  

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Conclusion: The ideal CRM for 2024-2025

In 2024-2025, the choice of a CRM depends on the size of the company, the desired functionalities, and the available budget. Salesforce remains the leader for large businesses looking for a comprehensive solution, while HubSpot CRM and Zoho are great for SMEs thanks to their accessibility and flexibility. It is crucial to align CRM functionalities with the real needs of the company for optimized customer management.

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FAQ: Frequently asked questions about commercial CRMs

1. Which CRM is best for an SME?

HubSpot CRM, Zoho CRM, and Freshsales are popular options for SMEs due to their value for money and user-friendly interfaces.

2. How do you know if a CRM is suitable for large companies?

CRMs like Salesforce and Microsoft Dynamics 365 offer robust features, extensive customization options, and compatibility with various systems.

3. Are commercial CRMs accessible to small teams?

Yes, many CRMs offer free versions or discounted subscriptions, including HubSpot CRM and Pipedrive.

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