Written by Paddy Stobbs
Co-Founder & CEO
Edited by Steph Leung
Product & Operations Lead
B2B businesses rely on building strong relationships with other companies, and managing these interactions efficiently is crucial.
A CRM helps by streamlining sales processes, tracking customer interactions, and analyzing data to inform business decisions. Effective use cases include sales pipeline management, customer service and support, and marketing automation. We will examine the top CRM solutions for B2B companies.
Relate
Stackfix Rating:
7.1 / 10
For early-stage B2B sales teams, Relate CRM delivers a focused, intuitive experience that works well with how small teams actually work. In our testing, Relate earned a 9/10 for ease of use, offering a streamlined interface with fast performance that lets new teams get up and running quickly without the bloat of enterprise CRMs. The initial setup takes under 10 minutes, with full customization possible within 1-2 business days, earning it an 8/10 for ease of setup.
What sets Relate apart for B2B startups is its purpose-built sales functionality. The platform performs well with its exceptional pipeline management, featuring a unique ability to connect pipelines into seamless processes. Its dedicated prospect management system is specifically designed for SDRs in B2B environments, while the LinkedIn integration allows one-click contact imports—a feature missing from many traditional CRMs. However, Relate's limited integrations and basic workflow automation may become constraints as your team scales beyond early stages.
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For early-stage B2B sales teams, Relate CRM delivers a focused, intuitive experience that works well with how small teams actually work. In our testing, Relate earned a 9/10 for ease of use, offering a streamlined interface with fast performance that lets new teams get up and running quickly without the bloat of enterprise CRMs. The initial setup takes under 10 minutes, with full customization possible within 1-2 business days, earning it an 8/10 for ease of setup.
What sets Relate apart for B2B startups is its purpose-built sales functionality. The platform performs well with its exceptional pipeline management, featuring a unique ability to connect pipelines into seamless processes. Its dedicated prospect management system is specifically designed for SDRs in B2B environments, while the LinkedIn integration allows one-click contact imports—a feature missing from many traditional CRMs. However, Relate's limited integrations and basic workflow automation may become constraints as your team scales beyond early stages.
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Relate
Stackfix Rating:
7.1 / 10
Attio
Stackfix Rating:
8.1 / 10
For B2B companies prioritizing simplicity in their CRM, Attio is a good choice. With an ease of setup rating of 8/10 in our testing, new users can be up and running in under five minutes because of its familiar spreadsheet-like layout. The initial learning curve is minimal - connecting email takes just a few clicks, and contacts sync automatically. The clean, fast UI makes daily operations easy.
Attio performs well in its core functionality. Key workflows like creating pipelines, adding contacts via the extension, and moving contacts between lists are intuitive and supported by helpful keyboard shortcuts. Its Chrome extension allows one-click contact addition from LinkedIn and other platforms, streamlining data entry. The trade-off for this simplicity is that Attio's more advanced features have a steeper learning curve and require 1-2 days to fully explore. Users seeking quick, pre-built reports might find themselves building these from scratch, which requires more initial setup time.
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For B2B companies prioritizing simplicity in their CRM, Attio is a good choice. With an ease of setup rating of 8/10 in our testing, new users can be up and running in under five minutes because of its familiar spreadsheet-like layout. The initial learning curve is minimal - connecting email takes just a few clicks, and contacts sync automatically. The clean, fast UI makes daily operations easy.
Attio performs well in its core functionality. Key workflows like creating pipelines, adding contacts via the extension, and moving contacts between lists are intuitive and supported by helpful keyboard shortcuts. Its Chrome extension allows one-click contact addition from LinkedIn and other platforms, streamlining data entry. The trade-off for this simplicity is that Attio's more advanced features have a steeper learning curve and require 1-2 days to fully explore. Users seeking quick, pre-built reports might find themselves building these from scratch, which requires more initial setup time.
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Attio
Stackfix Rating:
8.1 / 10
HubSpot Sales Hub
Stackfix Rating:
5.8 / 10
When it comes to automating complex B2B sales processes, HubSpot Sales Hub stands out with its workflow capabilities. In our testing, HubSpot earned a 9/10 for workflow automation functionality, offering sophisticated options that compete with even enterprise-level CRMs. The platform lets you create triggers based on custom code events, automatically enroll prospects into email or WhatsApp sequences, and split contacts into experimental groups to test workflow effectiveness—critical features for B2B companies with lengthy, multi-touch sales cycles.
HubSpot’s automation capabilities differentiate it in the B2B space because of how they integrate with its broader ecosystem. The platform’s 10/10 rating for integratability means your automated workflows can seamlessly connect with third-party tools in your tech stack. The recent addition of an AI copilot further enhances efficiency by automating routine tasks like data entry and summarization. The main limitation is the initial setup complexity, with many B2B organizations hiring consultants for implementation. However, for companies seeking powerful automation to manage complex B2B relationships at scale, this initial investment typically delivers substantial long-term value.
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When it comes to automating complex B2B sales processes, HubSpot Sales Hub stands out with its workflow capabilities. In our testing, HubSpot earned a 9/10 for workflow automation functionality, offering sophisticated options that compete with even enterprise-level CRMs. The platform lets you create triggers based on custom code events, automatically enroll prospects into email or WhatsApp sequences, and split contacts into experimental groups to test workflow effectiveness—critical features for B2B companies with lengthy, multi-touch sales cycles.
HubSpot’s automation capabilities differentiate it in the B2B space because of how they integrate with its broader ecosystem. The platform’s 10/10 rating for integratability means your automated workflows can seamlessly connect with third-party tools in your tech stack. The recent addition of an AI copilot further enhances efficiency by automating routine tasks like data entry and summarization. The main limitation is the initial setup complexity, with many B2B organizations hiring consultants for implementation. However, for companies seeking powerful automation to manage complex B2B relationships at scale, this initial investment typically delivers substantial long-term value.
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HubSpot Sales Hub
Stackfix Rating:
5.8 / 10
Salesforce Sales Cloud
Stackfix Rating:
5.3 / 10
When it comes to customizability in the B2B CRM space, Salesforce Sales Cloud receives a 10/10 in our customisability rating. Users can modify virtually anything—from user interfaces and sales workflows to third-party software integrations—by using Salesforce's Apex programming language. The workflow builder offers the ultimate level of flexibility, allowing businesses to create any specialized automations that match their operational requirements.
This adaptability has trade-offs. In our testing, Salesforce earned a 1/10 for ease of setup and a 1/10 for ease of use, reflecting its learning curve. Most implementations require technical expertise, and fully customizing the platform can take months. However, for B2B organizations with complex processes that more rigid CRMs cannot accommodate, this is a worthwhile investment. The platform’s unmatched functionality and extensive integration ecosystem ensure that Salesforce can be molded to fit sophisticated B2B requirements, despite the initial complexity.
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When it comes to customizability in the B2B CRM space, Salesforce Sales Cloud receives a 10/10 in our customisability rating. Users can modify virtually anything—from user interfaces and sales workflows to third-party software integrations—by using Salesforce's Apex programming language. The workflow builder offers the ultimate level of flexibility, allowing businesses to create any specialized automations that match their operational requirements.
This adaptability has trade-offs. In our testing, Salesforce earned a 1/10 for ease of setup and a 1/10 for ease of use, reflecting its learning curve. Most implementations require technical expertise, and fully customizing the platform can take months. However, for B2B organizations with complex processes that more rigid CRMs cannot accommodate, this is a worthwhile investment. The platform’s unmatched functionality and extensive integration ecosystem ensure that Salesforce can be molded to fit sophisticated B2B requirements, despite the initial complexity.
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Salesforce Sales Cloud
Stackfix Rating:
5.3 / 10
Meet your expert: Paddy Stobbs
Stackfix Co-Founder & CEO
I've spent over a decade deep in the world of business software - personally managing more than $2M in purchases across companies I've built and led. From intimate 10-person teams to organizations of 150+, I've developed a particular obsession with Sales and HR tools – testing, implementing, and scaling them at every stage of growth. My journey started at Cambridge University, led me through Google, and most recently culminated in selling my previous venture to TikTok. Now, I'm channeling all of that hands-on experience into helping others navigate the complex landscape of business software.
Stackfix Rating:
7.1 / 10
Visit website
Starting at
$0
For early-stage B2B sales teams, Relate CRM delivers a focused, intuitive experience that works well with how small teams actually work. In our testing, Relate earned a 9/10 for ease of use, offering a streamlined interface with fast performance that lets new teams get up and running quickly without the bloat of enterprise CRMs. The initial setup takes under 10 minutes, with full customization possible within 1-2 business days, earning it an 8/10 for ease of setup.
What sets Relate apart for B2B startups is its purpose-built sales functionality. The platform performs well with its exceptional pipeline management, featuring a unique ability to connect pipelines into seamless processes. Its dedicated prospect management system is specifically designed for SDRs in B2B environments, while the LinkedIn integration allows one-click contact imports—a feature missing from many traditional CRMs. However, Relate's limited integrations and basic workflow automation may become constraints as your team scales beyond early stages.
Want to know more? Get a full breakdown of Relate's features and pricing.
Powerful and intuitive pipeline automation
Excellent lead management for B2B sales
Exceptional ease of use for B2B startups
Responsive customer support
Efficient contact enrichment and LinkedIn integration
Severely Limited Integration Capabilities
Primitive Workflow Automation
Restrictive Email Sequencing Limits
Stackfix Rating:
8.1 / 10
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Starting at
$0
For B2B companies prioritizing simplicity in their CRM, Attio is a good choice. With an ease of setup rating of 8/10 in our testing, new users can be up and running in under five minutes because of its familiar spreadsheet-like layout. The initial learning curve is minimal - connecting email takes just a few clicks, and contacts sync automatically. The clean, fast UI makes daily operations easy.
Attio performs well in its core functionality. Key workflows like creating pipelines, adding contacts via the extension, and moving contacts between lists are intuitive and supported by helpful keyboard shortcuts. Its Chrome extension allows one-click contact addition from LinkedIn and other platforms, streamlining data entry. The trade-off for this simplicity is that Attio's more advanced features have a steeper learning curve and require 1-2 days to fully explore. Users seeking quick, pre-built reports might find themselves building these from scratch, which requires more initial setup time.
Want to know more? Get a full breakdown of Attio's features and pricing.
Fast pace of product iteration
Excellent Customer Support
Highly Customizable Platform
Efficient LinkedIn Integration
Powerful Contact Data Enrichment
Outstanding User Interface and Performance
Automation Limitations
Complex Reporting Interface
Basic Marketing Capabilities
Limited Core Sales Features
Limited Integration Capabilities
Stackfix Rating:
5.8 / 10
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Starting at
$0
When it comes to automating complex B2B sales processes, HubSpot Sales Hub stands out with its workflow capabilities. In our testing, HubSpot earned a 9/10 for workflow automation functionality, offering sophisticated options that compete with even enterprise-level CRMs. The platform lets you create triggers based on custom code events, automatically enroll prospects into email or WhatsApp sequences, and split contacts into experimental groups to test workflow effectiveness—critical features for B2B companies with lengthy, multi-touch sales cycles.
HubSpot’s automation capabilities differentiate it in the B2B space because of how they integrate with its broader ecosystem. The platform’s 10/10 rating for integratability means your automated workflows can seamlessly connect with third-party tools in your tech stack. The recent addition of an AI copilot further enhances efficiency by automating routine tasks like data entry and summarization. The main limitation is the initial setup complexity, with many B2B organizations hiring consultants for implementation. However, for companies seeking powerful automation to manage complex B2B relationships at scale, this initial investment typically delivers substantial long-term value.
HubSpot Contact page showing the profile of one contact and activities history
Want to know more? Get a full breakdown of HubSpot Sales Hub's features and pricing.
Integrated CRM suite for sales, marketing & support
Powerful customization
Robust Workflow Automation
Best-in-class marketing automation capabilities
Superior lead management functionality
Extensive integration capabilities
Complex Pricing with Steep Increases
Cluttered and Dated Interface
Difficult to Learn and Navigate
Bureaucratic Support System
Stackfix Rating:
5.3 / 10
Visit website
Starting at
$25
When it comes to customizability in the B2B CRM space, Salesforce Sales Cloud receives a 10/10 in our customisability rating. Users can modify virtually anything—from user interfaces and sales workflows to third-party software integrations—by using Salesforce's Apex programming language. The workflow builder offers the ultimate level of flexibility, allowing businesses to create any specialized automations that match their operational requirements.
This adaptability has trade-offs. In our testing, Salesforce earned a 1/10 for ease of setup and a 1/10 for ease of use, reflecting its learning curve. Most implementations require technical expertise, and fully customizing the platform can take months. However, for B2B organizations with complex processes that more rigid CRMs cannot accommodate, this is a worthwhile investment. The platform’s unmatched functionality and extensive integration ecosystem ensure that Salesforce can be molded to fit sophisticated B2B requirements, despite the initial complexity.
Salesforce contact list showing table view of contacts
Want to know more? Get a full breakdown of Salesforce Sales Cloud's features and pricing.
Best-in-class workflow automation
Superior reporting and analytics
Powerful lead management system
Extensive customization capabilities
Comprehensive integration ecosystem
High Costs and Expensive Add-Ons
Poor Email Sequence Implementation
Steepest Learning Curve
Dated and Cluttered Interface
Cumbersome Pipeline Management
How we test products
With so many CRM platforms on the market, we focus on identifying the best options for small and midsize businesses. Our evaluation process is built around real-world usage, prioritizing functionality, ease of use, and overall value. Here’s how we do it:
A CRM should help businesses manage relationships, not complicate them. We start by identifying key use cases—contact management, pipeline tracking, automation, and reporting—then test how well each platform supports these needs. CRMs that offer essential features without unnecessary complexity score highest.
A CRM should be intuitive enough for teams to adopt quickly. We test each platform’s interface by navigating core features without prior training and track onboarding time—from account setup to first data import. CRMs that require extensive customization or technical knowledge to function properly lose points.
Automation is key to scaling sales and customer management. We evaluate each CRM’s automation features, such as lead scoring, email sequencing, and workflow automation. We also assess AI-driven insights to determine whether they provide meaningful improvements or just add complexity.
A CRM rarely works in isolation—it needs to sync with email, marketing tools, and Sales Engagement platforms. We test how well each CRM integrates with essential business tools, prioritizing native integrations over third-party connectors.
We compare pricing across competitors, analyzing what each plan includes and whether critical features are locked behind paywalls. Hidden costs—such as per-user fees, premium automation features, or required onboarding services—are factored into our assessment. CRMs that offer strong core functionality at a fair price perform best.
All of these factors contribute to Stackfix’s Fit Score, a proprietary ranking system that measures how well each CRM aligns with a buyer’s needs. It combines two key elements:
The result? A clear, data-driven recommendation that helps businesses choose the right CRM—without hours of trial and error.
What is a CRM?
Put simply, a CRM (Customer Relationship Management) is a platform that helps you manage and analyze your interactions with customers, both potential and current. It’s essentially a centralized place to store customer data, and help you forge and build stronger relationships with these customers. The key features of a CRM usually include:
What should I consider when buying a CRM?
Choosing the right CRM can make or break your sales and customer management process—so it’s essential to find one that fits your business needs, tech stack, and budget. Here are the key factors to consider before making your decision.
What are the common mistakes to avoid when buying CRM software?
Avoiding common pitfalls when choosing a CRM can save you time, money, and headaches down the line. Here are some of the biggest mistakes startups make—and how to avoid them.
How much does CRM Software typically cost?
Most CRM solutions range from $12-300 per user monthly, with entry-level options starting around $12-30 and premium solutions exceeding $150 monthly. Most vendors structure pricing in tiers based on features and scale, so be sure to enter your requirements as accurately as possible in our pricing calculator.
Many providers offer free plans with core functionality for very small teams but restrict users (typically 2-5), contacts, or available features. HubSpot, Zoho, and Freshsales all provide capable free tiers for businesses just getting started.
For enterprise plans and above, you can expect to speak to sales for a bespoke price. These custom quotes typically factor in implementation costs ($1,000-$60,000+), data migration, and specialized training. To skip the demo calls, be sure to check out our pricing calculator.
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