Full disclosure: We don't sell CRMs. FlightSuite is a CRM enablement tool that works with your existing CRM to eliminate data entry. That means we have no horse in this race. Our job is to make whatever CRM you choose actually usable.
This guide is what we wish existed when our customers ask us "which CRM should I use?" We've worked with teams on HubSpot, Salesforce, GoHighLevel, Zoho, Pipedrive, and more. Here's what we've learned about what actually matters.
The Truth Nobody Tells You About CRMs
Here's the uncomfortable reality: most CRMs can do most things. The differences that matter aren't in feature lists—they're in how the software fits your specific situation.
The "best" CRM depends on:
- Your team size and technical sophistication
- Your industry and sales process complexity
- Your budget (not just the sticker price)
- What other tools you need to integrate
- Whether you have dedicated admin resources
A $25/month CRM can outperform a $300/month CRM if it matches your needs better. Let's figure out what you actually need.
Quick Reference: CRM Comparison Table
| CRM | Best For | Starting Price | Learning Curve |
|---|---|---|---|
| HubSpot | SMBs wanting ease of use | Free / $15/user/mo | Low |
| Salesforce | Enterprise, complex processes | $25/user/mo | High |
| GoHighLevel | Agencies, all-in-one marketing | $97/mo (unlimited users) | Medium |
| Zoho CRM | Budget-conscious teams | Free / $14/user/mo | Medium |
| Pipedrive | Sales-focused simplicity | $14/user/mo | Low |
| Close | Inside sales, cold calling | $49/user/mo | Low |
| Monday Sales CRM | Visual workflow lovers | $12/user/mo | Low |
| Freshsales | AI features on a budget | Free / $15/user/mo | Low |
The Major Players: Detailed Breakdown
HubSpot CRM
HubSpot is the gateway drug of CRMs. The free tier is genuinely useful, the interface is polished, and your team will actually use it. It's the CRM that non-technical people can figure out on their own.
Strengths
- Genuinely useful free tier
- Intuitive, modern interface
- Excellent email integration
- Strong marketing automation
- Great mobile app
Weaknesses
- Gets expensive at scale
- Limited customization on lower tiers
- Reporting requires paid plans
- Can feel limiting for complex sales
Pricing reality: Free tier works for basics. Most teams upgrade to Starter ($15/user) or Professional ($90/user). Enterprise features require $150+/user.
Salesforce
Salesforce is the 800-pound gorilla. It can do virtually anything—if you have the budget, expertise, and patience to configure it. It's enterprise-grade software with enterprise-grade complexity.
Strengths
- Infinitely customizable
- Massive app ecosystem
- Industry-specific solutions
- Enterprise-grade security
- Advanced analytics (Einstein)
Weaknesses
- Steep learning curve
- Requires dedicated admin
- Implementation costs add up
- Can feel bloated for simple needs
- Sales reps often resist using it
Pricing reality: Starts at $25/user but most teams need Professional ($80/user) or Enterprise ($165/user). Budget $5,000-$50,000+ for implementation.
GoHighLevel
GoHighLevel is the disruptor that agencies love. It combines CRM, marketing automation, website builder, and more into one platform. The unlimited users pricing model makes it uniquely economical for agencies managing multiple clients.
Strengths
- All-in-one platform (CRM + marketing + websites)
- Unlimited users on all plans
- White-label for agencies
- Built-in SMS and calling
- Active development and updates
Weaknesses
- Interface can feel overwhelming
- Learning curve for full platform
- Support quality varies
- Less mature than established players
- Some features feel half-baked
Pricing reality: $97/month for Agency Starter (unlimited users), $297/month for Agency Unlimited with white-labeling. No per-user fees is the killer feature.
Zoho CRM
Zoho is the value play. It offers 80% of what premium CRMs offer at 30% of the price. The interface isn't as polished as HubSpot, but the feature-to-price ratio is hard to beat.
Strengths
- Excellent value for money
- Comprehensive feature set
- Strong automation (Zia AI)
- Good ecosystem (Zoho One)
- Flexible customization
Weaknesses
- Interface feels dated
- Steeper learning curve than HubSpot
- Support can be slow
- Some features buried in menus
- Mobile app needs work
Pricing reality: Free for 3 users, Standard at $14/user, Professional at $23/user, Enterprise at $40/user. Zoho One bundle ($37/user) includes 40+ apps.
Pipedrive
Pipedrive does one thing exceptionally well: pipeline management. If your sales process is straightforward and you want your reps focused on moving deals forward, Pipedrive's visual approach is refreshing.
Strengths
- Beautifully simple interface
- Visual pipeline management
- Quick to set up and learn
- Good mobile app
- Solid email integration
Weaknesses
- Limited marketing features
- Basic reporting on lower tiers
- Fewer integrations than leaders
- Customization has limits
- Not ideal for complex sales cycles
Pricing reality: Essential at $14/user, Advanced at $29/user, Professional at $49/user, Power at $64/user.
Niche Players Worth Considering
Close CRM
Built for inside sales teams who live on the phone. Close has calling, SMS, and email built directly into the CRM—no switching between apps. If your team makes 50+ calls per day, Close removes friction other CRMs create.
Best for: SDR teams, cold calling operations, high-velocity sales.
Monday Sales CRM
If your team already loves Monday.com for project management, their CRM feels like a natural extension. It's visual, flexible, and doesn't feel like traditional CRM software. The trade-off is less depth in sales-specific features.
Best for: Teams already using Monday.com, visual thinkers, project-based sales.
Freshsales
Freshworks' CRM offering punches above its weight with AI features (Freddy AI) at accessible price points. It's particularly strong for teams that also need help desk software (Freshdesk integration).
Best for: Teams wanting AI features without Salesforce prices, Freshworks ecosystem users.
Copper
Lives inside Google Workspace. If your team runs on Gmail and Google Calendar, Copper eliminates the context-switching that kills productivity. The downside: you're locked into the Google ecosystem.
Best for: Google-centric teams, startups, professional services firms.
How to Actually Choose
Stop comparing feature lists. Instead, answer these questions:
1. What's your real budget?
Include implementation, training, and ongoing admin costs—not just the monthly fee. Salesforce at $80/user might actually cost $150/user when you factor in consultants and dedicated admin time.
2. How complex is your sales process?
- Simple (single product, short cycle): Pipedrive, HubSpot Free, Monday
- Medium (multiple products, some customization): HubSpot Paid, Zoho, GoHighLevel
- Complex (enterprise deals, multi-stakeholder): Salesforce, HubSpot Enterprise
3. Who will manage it?
- No dedicated admin: HubSpot, Pipedrive, Close (self-service friendly)
- Part-time admin: Zoho, GoHighLevel, Freshsales
- Dedicated CRM team: Salesforce (the only choice that truly requires this)
4. What integrations are non-negotiable?
Check that your must-have tools (email, calendar, accounting, marketing) integrate well. Native integrations beat Zapier workarounds.
5. Will your team actually use it?
The most powerful CRM is useless if reps resist using it. Run a pilot with real users. Watch for complaints about "too many clicks" or "takes too long." These kill adoption.
The adoption test: After two weeks of pilot testing, are reps using it without being forced? If you need to threaten people to log their activities, you've chosen wrong.
The Hidden Cost: Data Entry
Here's what CRM vendors won't tell you: the CRM you choose matters less than whether your team will actually update it.
Sales reps spend an average of 5-10 hours per week on CRM data entry. That's not a CRM problem—it's a workflow problem. The "best" CRM is the one that minimizes the friction between selling and logging.
Some ways to reduce CRM friction:
- Email integration: Auto-log emails without manual copying
- Mobile apps: Update on the go, not back at the desk
- Voice-to-CRM: Speak your updates instead of typing
- AI automation: Let software handle the logging while you sell
Use a CRM We Don't Support Yet?
FlightSuite currently works with GoHighLevel and HubSpot, with Salesforce now boarding. We're adding new CRMs based on demand. Tell us which CRM you use, and we'll notify you when we support it.
Join the WaitlistOur Recommendations by Scenario
Solo founder or tiny team (1-5 people)
Start with: HubSpot Free or Pipedrive Essential
Don't overthink it. You need something simple that won't get in your way. You can always migrate later when you outgrow it.
Growing startup (5-25 people)
Consider: HubSpot Starter/Professional or Zoho Professional
You need automation now to scale without drowning in manual work. HubSpot if budget allows; Zoho if you need to stretch dollars.
Marketing agency
Seriously consider: GoHighLevel
The all-in-one approach and unlimited users pricing model was literally built for agencies. The learning curve pays off in consolidation savings.
Inside sales / SDR team
Look at: Close or Pipedrive
You need speed and calling integration, not complex workflows. These are built for high-velocity selling.
Mid-market company (50-200 people)
Evaluate: HubSpot Enterprise or Salesforce Professional
You need the reporting, security, and customization that only these two reliably deliver at scale.
Enterprise (200+ people)
Default to: Salesforce
At this scale, you need the ecosystem, compliance features, and customization depth. Budget for proper implementation.
Final Thoughts
The CRM industry wants you to believe that switching to their platform will transform your business. The reality is simpler: any modern CRM can manage your contacts, track your deals, and generate reports.
What actually transforms businesses is:
- Choosing a CRM that fits your current needs (not imaginary future needs)
- Getting your team to actually use it consistently
- Automating the tedious parts so humans can focus on selling
Don't spend months evaluating. Pick something reasonable, commit to it for a year, and focus your energy on the things that actually close deals.
Still not sure which CRM is right for you?
Take our 2-minute quiz for a personalized recommendation, or connect with a certified expert who can set it up for you.
FlightSuite helps sales teams eliminate CRM data entry regardless of which platform they choose. Currently live on GoHighLevel and HubSpot, with Salesforce launching soon. Learn how we can help your team.