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The Top CRM Software Systems

by Ayaz Nanji  |  
October 10, 2014

Salesforce and Microsoft Dynamics are the top two customer relationship management (CRM) systems, according to a recent report from G2 Crowd.

The rankings are based on the reviews of 1,700 CRM professional users. The 27 highest rated systems by customers were grouped based on two factors: overall customer satisfaction (average scores given by users) and market presence (market share, vendor size, and social impact).

CRM systems were defined in the report as being software products that provide salesforce automation features (contact, account, and opportunity management) marketing automation tools (lead and campaign management), customer support options (support case and knowledge management), and a unifying database.

Salesforce and Microsoft Dynamics were put in the CRM "leader" category because both had substantial scale and were rated relatively highly.

However, Microsoft Dynamics' inclusion in the top tier was due mainly to its large market share. Salesforce was rated significantly better by users: 90% of reviewers gave it 4 or 5 stars; 84% say they would recommend the product to peers; and 88% say the product is headed in the right direction.

That compares with just 60% of Microsoft Dynamics users who rated the product 4 or 5 stars; 64% who would recommend the product to peers; and 60% who believe the product is headed in the right direction.

About the research: The rankings came from the reviews of 1,700 CRM professional users. The 27 highest performing systems were grouped based on two factors: customer satisfaction (average ratings given by users) and market presence (market share, vendor size, and social impact).

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Eric Quanstrom Fri Oct 10, 2014 via web

    I appreciate seeing a dissection of the G2Crowd CRM results; As it is clear that the top quadrant (for that matter the entire upper half)--the one most people are taught to pay attention to-- is largely the result of being a big company, nothing else.

    Now, the great thing about G2Crowd is that every review is verified (real) and cross-linked with LinkedIn profiles. So it's not a lot of noise.

    Where the results are really interesting (IMO) is in the lower quadrant, as it pretty much purely reflects real user experiences -- probably best-suited for B2B small to medium businesses. As such, if you focus only on that lower half, and the criteria based solely on real user reviews, this creates a more accurate picture, where companies like mine, Pipeliner CRM, are on a more level playing field from which to be judged.

    Id strongly suggest those reading this study take these weighting criteria into account when using this information to make an informed buying decision -- because clearly G2Crowd performs an invaluable service to help people cut through the clutter. I believe there is even a matrix for comparing companies next to one another if you click further into the site.

  • by Brad Hodson Fri Oct 10, 2014 via web

    In a lot of ways, I'd have to agree with Eric. Dynamics and Salesforce will get high marks for their age and large following, but that doesn't necessarily make them the best product for the user, or even the best CRM.

    There are a bunch of newer CRMs that are playing on a completely separate field and that have shown an amazing ability to be more valuable for users than the old guard. You should really take some of those CRM into account when looking into which CRM to use.

    Brad Hodson
    JobNimbus CRM,

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