These days B2B SaaS products (like Slack, Asana, and Mailchimp) are expected to integrate natively with all the other tools their customers use.
Knowing which integrations to prioritize as a product team can seem impossible given the plethora of requests that come in from customers. CRM integrations usually rank at the top of those requests, as they are the source of truth for a business. For instance, here are just a few of the questions a CRM is designed to help a business answer:
- What was the last time we talked to this customer?
- What’s the next step to get customer Y signed up?
- Who is supposed to send over the contract for customer X?
- How much money is in the pipeline this month?
- How much sales did we generate last month?
- and more… 😅
Below, we have compiled a list of the top 10 CRMs that your product should integrate with. Let’s jump in!
First up, we have one of the sweetest CRMs in the game, SugarCRM. SugarCRM is targeted towards large enterprises, so if your product cates to companies with a large headcount, SugarCRM is an integration you will definitely want to offer.
SugarCRM has users across over 120 different countries so if you have international users you may get more interest in this integration.
9. Freshworks CRM/Freshsales
Freshsales (soon to be Freshworks CRM) is another awesome CRM that is extremely popular, especially in India. If you are targeting the Indian market, Freshsales is an absolute requirement of an integration.
One of the best things about Freshsales is the pricing, so if you are targeting contractors and/or small businesses, Freshsales would be the perfect integration for you to offer. Plus, there are still a healthy amount of large enterprises that use Freshsales - so it really covers a lot of bases in terms of potential customers that may use the CRM.
Copper is a really unique CRM built specifically for GSuite - so if your product is a GSuite add-on, Copper may be a must-have integration. Additionally, if small businesses are your target customers, Copper is one of the most utilized CRMs across small businesses.
Additionally, because of GSuite’s use world wide, Copper boasts a very international set of customers. If you are looking to expand beyond the borders of your state, country, or continent, Copper is a great integration to offer.
If you are a tech-enabled small business (or even a tech-enabled large business), Close is a great CRM for your company, hence making it a great integration to offer if your product is built for mid-market companies. Close has also became very popular amongst the startup community, so if you are looking to sell into startups, Close is a worthwhile integration to offer.
In the past few years, Close has been killing the game - especially in terms of their feature set. While it has all the bells and whistles you want, you don’t have to pay extra to use those features which makes Close an awesome option for those who are more budget conscious as well. A must have integration for SaaS companies selling to other small to medium sized SaaS companies.
6. NetSuite CRM
It probably isn’t surprising that NetSuite made this list. Oracle NetSuite CRM is an extremely important (and difficult) integration to build and maintain if you want to serve large enterprise customers. Since NetSuite is an older tool, the technical connection to NetSuite requires a bit more work than some more modern tools, making it a beast of an integration to build and then maintain.
Used around the world as a CRM (as well as an accounting and finance tool), NetSuite is an essential integration if you are looking to serve the 29,000 enterprise customers that NetSuite currently supports.
Pipedrive is an extremely popular CRM consistently named one of the top 5 CRMs in the last 5 years. We actually use Pipedrive internally at hotglue!
With over 100,000 sales teams using the platform world wide, there is a significant chance that offering a Pipedrive integration could significantly expand your potential customer base. Pipedrive is used by all team sizes, so if your product can serve both mid-market and larger companies, Pipedrive is a great CRM integration to offer.
4. Zoho CRM
Zoho CRM is one of the most ubiquitous CRMs around, considering that startups in their earliest stages to some of the largest companies with thousands in their sales team use Zoho CRM.
Powering the sales efforts of over 250,000 businesses, offering a Zoho CRM integration opens you up to tons of potential users. It is important to note that Zoho CRM is extremely popular in India, so if you are targeting the Indian market, a Zoho CRM integration is a must have. Similar to Pipedrive, Zoho CRM is a great integration to offer if you serve both mid-market and large customers.
3. Microsoft Dynamics
If you are serving any kind of enterprise clientele (similar to the businesses that use NetSuite), Microsoft Dynamics is one of the best CRMs to offer an integration with. Used by many companies around the world because it is built and maintained by Microsoft, it is impossible not to view this CRM integration as a necessary one.
Typically, Microsoft Dynamics is used for teams with a more traditional sales team, so if you are selling to companies that have traditionally large sales teams, Dynamics is one of the integrations you should offer.
2. HubSpot CRM
HubSpot is always in the conversation when discussing today’s top CRMs. Behind the number one integration in this article, HubSpot is extremely popular for many small businesses to large enterprises around the world. Even more so than Pipedrive and Zoho CRM, HubSpot is a great catch-all integration that will open up your tool to many potential customers.
With over 150,000 companies using HubSpot to power their sales (and marketing) efforts, HubSpot should be considered a no-brainer integration to offer your users.
1. Salesforce CRM
And finally, the premier CRM, Salesforce. If you had to offer only one CRM integration to your users (which luckily, with hotglue, you don’t), Salesforce should be it. The original SaaS CRM, Salesforce is the most well known and used CRM around the world.
Whether it is just mapping out a sales pipeline or running fully automated outreach campaigns, Salesforce handles it all. It is important to note that Salesforce clientele tend to be a bit more on the enterprise side: if a company has a large sales team, chances are they use Salesforce (and if they don’t, they certainly use one of the other enterprise CRMs on this list).
So that wraps up our list of the top 10 CRMs that you should integrate with! Whether your ideal customer persona is small businesses or large enterprises with thousands of employees, there are CRM integrations your product should provide to give your customers the best experience possible.