How many leads do you think slip through your fingers because you didn’t contact them in the right way or at the right time?

How much money are you leaving on the table because you didn’t follow up on time or sent someone the wrong offer?

If you actually stop and do the math on this, the numbers will shock you, so it’s probably better to just assume it’s a lot and move on to changing it.

That’s what CRM tools are made for.

This article will give you a guide to what you need CRM automation for, showcase some of the leading CRM tools (with a breakdown of what each offers), and give you a recommendation for your business.

What is a CRM tool, and what do you need one for?

CRM stands for Customer Relationship Management. A Customer Relationship Management tool is a piece of software that lets you keep track of your leads and customers, schedule tasks designed to move them through the sales funnel, retain them after they’ve converted, and gather vital data from their behaviors.

CRMs are essential to modern businesses because they help your marketing team manage, organize, and schedule customer interaction with leads and existing customers alike.

And the “manage my customers” business is booming…

The CRM industry has become the single largest software market on the planet, with an estimated worth of more than $80 billion by 2025.

Not only are CRMs in high demand, but the industry trend has been shifting steadily toward Cloud-based platforms. In 2008 only 12% of businesses used a cloud CRM. Today that number has increased to 87%.

Using a CRM system, you can keep track of customer relations, including what leads you have and where they are in your sales funnel. This helps you understand what needs to be done in order to nurture leads through the funnel.

The CRM solution that you choose should give you the ability to schedule tasks associated with various leads so that you never forget to follow up.

It’ll also help you…

  • Track incoming revenue
  • Track and recover lost leads
  • Gather valuable customer data that can be used in marketing efforts for the future
  • Engage with existing customers to upsell or generate repeat business

That last one is often overlooked (retention).

CRMs, as helpful as they can be to nurture leads through your marketing funnel, are equally helpful when it comes to retaining the customers you have.

And, when it costs 5 to 10 times more to get a new customer than it is to keep an existing one, that’s something worth looking into.

Your CRM will be able to…

  1. Ensure you’re following up with your customers to move them back through the sales funnel, generating what should be easy income for your business.
  2. Identify when your customers are showing signs of discontent, enabling you to avoid churn before it happens.

5 Leading CRM tools for 2020

There are a lot of CRMs out there.

Like… a lot a lot.


That’s why we’ve broken down these CRM selections by the type of business that they make the most sense for.

In this section we’ll cover a CRM that would be perfect for an enterprise-level business, one specifically designed for small businesses, and one that is extremely flexible.

1. For businesses of all sizes –

A screenshot of the sales CRM from features a customizable CRM template for contact management. This sales CRM can be perfect for businesses of all sizes.

Using, you can make changes at will to the layout of your CRM without any coding knowledge whatsoever.

You can use the platform to assign leads and prioritize hot leads over less interested prospects.

Another great feature of is that you can use it on the go, thanks to the mobile app. You’ll be able to manage customer relationships no matter where you are. also integrates with existing apps like Clearbit and Salesforce, which will allow you to work with various platforms within the window. You can also connect Microsoft Outlook and Gmail into the platform, allowing you to easily convert emails into actionable items.

When it comes to analytics, you can import and export reports to and from Microsoft Excel with one click.

The system will also keep track of the local time where your leads and customers are. This can help you plan customer communication and additional opportunities – on the local level for smaller businesses or on the national or global level for larger companies.

The CRM template automatically calculates forecast value, allowing you to accurately predict ROI and set goals no matter the size of your organization.

2. For enterprise level businesses – Salesforce

Salesforce is the CRM market leader, and has been for quite some time. For many people, when you talk about CRMs, the first platform that comes to mind is Salesforce.

A screenshot of the Salesforce dashboard.

Salesforce makes a lot of sense for large businesses with multiple locations and massive sales and marketing departments.

It’s a great option for large businesses because Salesforce comes with a whole suite of services. That’s not to say that smaller organizations can’t get anything out of this CRM, far from it.

But to really get the full benefit of Salesforce, you’re going to have to subscribe to multiple services.

You’ve got a Sales Cloud, a Customer Service Cloud, a Marketing Cloud, and many more. Each of these services has its own pricing (which can range into thousands of dollars for the full suite).

A key benefit of Salesforce for enterprises is the ability to integrate multiple calendars and the schedules of an entire sales team, enabling your sales lead to monitor a large staff of reps from one dashboard.

Lead management from marketing is also fairly easy, giving you a chance to generate analytics and track the ROI of your various marketing campaigns.

SalesForce also integrates with, allowing you to easily incorporate lead information into’s digital workspace.

3. For small businesses – Keap

Keap combines CRM functionality with email marketing, and was specifically designed as a small business CRM.

Keap combines CRM functionality with email marketing.

It’s most expensive plan is $100 per month for up to 500 contacts and one user.

That’s not a whole lot, but it should be more than enough for a small business with a shallow lead pool. And you can always pay another $30 for 1,000 more contacts, or $130 for 5,000 more.

Rather than separating the sales and marketing elements of the CRM into separately priced clouds like Salesforce has, Keap treats sales and marketing as one central function.

Keap uses a lead management tool called Pipeline to organize prospects in a single centralized location. Pipeline also links to all customer information, granting the sales representative insight into their interactions with leads and customers.

It will also help your entire company customize sales stages and prioritize what steps should be taken when trying to coax a lead to the next stage of the sales pipeline.

Keap assigns a lead score to every new contact. The parameters of this scoring are customizable. You can create rules around how they are scored or even assign points manually.


A powerful Customer Relationship Management tool is essential for marketing, sales, and fostering brand loyalty in 2020.

Writing lead information down on little cards or keeping an address book just doesn’t cut it in today’s fast paced and highly competitive business world. To level up on your competitors, you’ll need the required tools of today’s marketplace.

The most versatile and convenient platform we could recommend would be’s CRM template, as it would be a perfect fit for businesses of all sizes and can be adapted by a smaller business as it scales upward.

Try our CRM template now!