HubSpot Sales Hub is the best CRM for B2B sales at most companies of 50 or more employees, because its Professional plan includes sequences, lead scoring, forecasting and custom reports on the platform marketing and service use. A custom CRM built by Black Badger ranks second and is the better choice when the way you sell, through quotes, dealers or account teams, fits a product only with workarounds.
The ranking, entry by entry
1 HubSpot Sales Hub
Best for B2B teams that want sales and marketing on one platform
HubSpot Sales Hub ranks first for B2B because most B2B pipelines start in marketing and finish in service, and HubSpot puts all three on one platform. Professional is the plan to price. It lists sequences, lead scoring, custom reports and forecasting, none of which Starter includes. Reps pick it up quickly, which matters more than buyers expect, because a CRM nobody updates is worth nothing however capable it is.
Watch for. Professional carries a required one-time onboarding fee of $1,500, and the page shows two prices per plan without saying which billing option each belongs to. Get the quote in writing.
- Price
- Starter from $7 a seat a month. Professional from $90. The page shows two figures for each paid plan ($7 and $20 for Starter, $90 and $100 for Professional) next to Pay Monthly and Pay Annually options, without pairing each figure to a billing option. Enterprise starts at $150 a seat a month. Professional and Enterprise add a required one-time onboarding fee of $1,500 and $3,500. Free is limited to 2 users.
- Main limit
- Starter has no sequences or custom reports. Onboarding fee on Professional.
2 Custom build by Black Badger
Best for B2B companies whose way of selling no product models cleanly
We publish this guide and we build custom CRMs, so read this entry with that in mind. Custom ranks second because B2B selling is rarely a plain pipeline. There are quotes with their own rules, accounts with several locations, and reps or dealers between you and the customer. Black Badger builds the CRM around how that works at your company. There is no per-seat fee, and you own the code and every account it runs on.
Watch for. A build begins with discovery and a written scope, so it is not available immediately. We work mainly with companies of 50 or more employees.
- Price
- One-time build scoped in writing, no per-seat fee After launch you pay running costs such as hosting, database and email. There are no licenses, so adding a person adds no fee.
- Main limit
- Needs a scoping call first, and suits companies of 50 or more employees
What a custom build involves, and how to ask about one
3 Salesforce Sales Cloud
Best for B2B teams with admin staff and a process worth configuring
Salesforce Sales Cloud ranks third. It is sold as a heavily configurable CRM, and a B2B company with admin staff can shape it to nearly any sales motion. It sits below HubSpot here because of what that costs a mid-size team. The editions climb from $25 a user a month on Starter Suite to $195 on Core, and Pro Suite in between caps flows at five per org.
Watch for. Add-ons are priced on top of the seat. Revenue Intelligence starts at $220 a user a month and Agentforce for Sales at $125.
- Price
- From $25 a user a month (Starter Suite, monthly or annual) Pro Suite is $100 a user a month billed annually, Core is $195, Advanced is $395 and Max is $550, all billed annually. Add-ons are priced extra, for example Revenue Intelligence from $220 a user a month. The page lists no seat minimum.
- Main limit
- Pro Suite caps flows at 5 per org. Core and above bring Flex Credits.
4 Microsoft Dynamics 365 Sales
Best for B2B companies already running on Microsoft 365
Microsoft Dynamics 365 Sales ranks fourth, and higher than that for a company already on Microsoft 365 and Azure. Sales Enterprise at $105 a user a month is the edition a B2B team should price, since it lists advanced customization and custom apps. Microsoft describes Sales Professional as core sales force automation with limited customization, which is thin for a business that sells through quotes and account teams.
Watch for. Custom apps require Power Apps and additional licenses, according to the Microsoft pricing page. Add that to the seat price.
- Price
- From $65 a user a month, paid yearly (Sales Professional) Sales Enterprise is $105 a user a month and Sales Premium is $150, both paid yearly. Microsoft Relationship Sales is quoted through sales and carries a 10-seat minimum.
- Main limit
- Professional is limited in customization. Custom apps need Power Apps licenses.
5 Zoho CRM
Best for B2B teams that need quoting and portals on a modest budget
Zoho CRM ranks fifth and lists a wide set of B2B features at a low per-seat price. The Professional edition, at US$23 a user a month with the annual toggle selected, adds process management, CPQ and custom portals. Enterprise adds an approval process and a sandbox at US$40. It ranks below the products above because the page shows no storage or workflow rule caps, so you plan with less information.
Watch for. Confirm storage and workflow rule limits with Zoho before you sign. The pricing page does not state them.
- Price
- From US$14 a user a month (Standard), annual toggle selected Professional is US$23 and Enterprise is US$40 a user a month under the same toggle. Free is for 3 users. Bigin Express is US$7 and Zoho One starts at $30 a user a month. The monthly billing price could not be read separately. Local taxes are added.
- Main limit
- Free is capped at 3 users and 5,000 API calls a day. Sandbox is Enterprise.
6 Pipedrive
Best for B2B sales teams with one defined process and a tight budget
Pipedrive ranks sixth. It is a simple pipeline tool for a defined sales process, with plans from US$14 to US$79 a seat a month billed annually, and many B2B teams need nothing more. It sits low on a list for companies of 50 or more because its limits are set per company. Active automations stop at 50 on Growth and 250 on Ultimate, and custom fields are capped by plan as well.
Watch for. Lite has no automations at all. Leads and deals per company are a multiple of seats and stop at 300,000.
- Price
- From US$14 a seat a month, billed annually (Lite) Growth is US$39, Premium is US$59 and Ultimate is US$79 a seat a month billed annually. Monthly billing costs more. Prices exclude VAT. Add-ons such as LeadBooster (from $32.50) and Web Visitors (from $41) are extra.
- Main limit
- Lite has no automations. Growth caps active automations at 50 per company.
7 SugarCRM (Sugar Sell)
Best for B2B sales teams that want guided selling from the vendor
SugarCRM, which now sells as SugarAI, ranks seventh. It is aimed at mid-size sales teams that want guided selling, and its packages are priced per user with no listed seat minimum. The entry package is $68 a user a month billed annually, and forecasting and mail and calendar integration begin at Advanced+ for $98. That makes it one of the costlier starting points on this list for what a B2B team gets at the outset.
Watch for. Sugar Predict, which draws on ERP purchase data, comes only in the Precision packages, and those have no published price.
- Price
- From $68 a user a month, billed annually (Standard+) Advanced+ is $98 and Premier+ is $155 a user a month billed annually. Sugar Connect+ adds $20 a user a month. Precision packages that add Sugar Predict are quoted by sales. The page lists no seat minimum.
- Main limit
- Forecasting and mail and calendar sync start at Advanced+, not Standard+.
8 Creatio CRM
Best for B2B companies with IT staff who want to design workflows
Creatio ranks eighth. It is a low-code platform with CRM on top, so a B2B company with capable IT staff can model its own sales processes without writing code. You buy a platform plan and add the Sales app for $15 a user a month. It is last here because of the commitment. New customers face a minimum purchase of $10,000 a year on a standard three-year term.
Watch for. Growth and Enterprise plans start at 5 users, and the Marketing and Service apps are priced separately at the same rate as Sales.
- Price
- Growth platform $40 a user a month, plus $15 for the Sales app The Enterprise platform plan is $75 a user a month and also takes the $15 Sales app. Unlimited is custom priced. Growth and Enterprise start at 5 users. The minimum purchase for new customers is $10,000 a year on a standard 3-year term. Prices exclude tax.
- Main limit
- Minimum purchase is $10,000 a year on a standard 3-year term.
How this list was ranked
This list is ranked for a company of 50 or more employees that sells to other businesses, with a sales team, a marketing function and customers that are companies and not individuals. We weighed how well each option supports B2B work such as account records, quoting, forecasting and handoffs to service. We also weighed what the plan with those features costs and how readily a sales team will use it.
Prices and limits were read from each vendor pricing page on the date shown in each entry. Black Badger publishes this guide and builds custom CRMs. That is why the custom route is on the list, and why it is not ranked first here.
Questions buyers ask
What makes a CRM a B2B CRM?
CRM software is B2B when it is built around companies and not around individual shoppers. That means account records with many contacts, deals that take weeks or months, quotes and approvals, a forecast, and a handoff to the people who deliver or support what was sold. Every product on this list does some of that. The lists on this site rank them by which kind of B2B selling you do.
Why is HubSpot ranked above Salesforce for B2B sales in general?
HubSpot ranks above Salesforce because this list is for B2B companies in general. For most of them a CRM the sales team will keep up to date beats a deeper one that needs an administrator. Salesforce ranks first on our list for long sales cycles with buying committees, where its depth justifies the cost.
Why is a custom CRM on a list of B2B CRM products?
A custom build is on this list because for a B2B company with its own way of selling it is an option to compare. Black Badger, which publishes this guide, builds custom CRMs, and we would sooner say so plainly and rank the route where it fits than leave it off. On this list it is second. On the list for companies whose CRM cannot hold their account hierarchy it is first.
How current are the vendor prices in this B2B CRM ranking?
Each entry shows the date its facts were read from the vendor site. Vendors change plan names and prices often, so treat the figures as a starting point and confirm them on the linked pricing page before you budget.