Lead management software helps sales teams organize and prioritize their leads with tools like lead scoring, filtering, and qualification. Though teams could store data in spreadsheets or in paper files, the best tool for the job is a customer relationship management system (CRM) designed to help sales professionals optimize their use of the lead data they collect.
We evaluated a variety of CRM software to learn which ones are best at lead management and which is the best overall.
Lead Management Software | Best For |
|---|---|
(Best overall) Businesses wanting a solution with a comprehensive feature set to support the sales pipeline | |
Teams that use their sales pipeline reporting for strategic decision-making | |
Companies needing lead management tools that support sales team territories | |
Businesses wanting to engage, qualify, and route leads via live chat and customizable webforms | |
Product-based businesses needing lead management tools that include catalogs and quotes | |
Sales teams looking for a free lead management system that supports unlimited users |
How We Evaluated Lead Management Software Options
Sales teams may use different types of CRM, but they all need lead management software that reliably organizes, manages, prioritizes, and tracks hundreds, even thousands, of leads in one place. The best lead management software should also include mobile apps and automation tools, as well as lead capture, qualification, and organization functionality. Of course, the software should also be affordable for small businesses, and be easy to set up and learn.
We evaluated dozens of lead management CRMs in a head-to-head comparison of these criteria to find out how they stack up. Our grading system objectively ranks Zendesk Sell as the best overall CRM with a 4.88 out of 5 rating, which aligns with our personal experience testing Zendesk Sell along with a myriad of CRM software in a variety of sales scenarios.
Zendesk Sell: Best Overall CRM for Lead Management
Zendesk Sells’ customizable sales pipeline (Source: Zendesk Sells)
Zendesk Sell is our top choice in lead management software for its comprehensive feature set that’s intuitive and easy to use. Although this solution doesn’t have a free plan like other CRMs on our list, Zendesk Sells’ entry-level plan is affordable for most small businesses and includes all the lead management tools most sales teams need.
Zendesk Sell Pros | Zendesk Sell Cons |
|---|---|
Workflow automation tools | Profile enrichment costs extra |
Highly customizable | Entry-level plan only supports three users |
Free mobile apps | Limited integrations with the Team tier |
Zendesk Sell Pricing
- Team: $19 per user, per month for up to three users only
- Professional: $49 per user, per month
- Enterprise: $99 per user, per month
- Elite: $199 per user, per month
- Free trial: 14 days
The pricing above is based on an annual contract. Zendesk Sell also offers a month-to-month subscription at a slightly higher fee.
Zendesk Sell Lead Management Features
- Document storage for contracts, quotes, and invoices
- Customizable sales pipeline
- Prioritize activities with lead and deal scoring
- Sales forecasting reports predict which opportunities are likely to close
- Individual and team goal tracking to monitor and motivate agents
Learn more about this lead management solution on our Zendesk Sell reviews page.
Agile CRM: Best Lead Management CRM With Advanced Reporting
Sales funnel analysis report (Source: Agile CRM)
Agile CRM offers a 360-degree view of customers with insight into engagement touchpoints across the company, including sales, marketing, and support teams. Advanced, customizable reporting tools help sales managers monitor agent performance, team growth, and track the entire sales pipeline.
Agile CRM Pros | Agile CRM Cons |
|---|---|
Includes project management tools | No live chat feature |
Telephony capabilities available with all plans | Free plan limited to 10 users |
Manage all email accounts in a single inbox | Limited third-party integration support |
Agile CRM Pricing
- Free: Supports up to 10 users
- Starter: $8.99 per user, per month
- Regular: $29.99 per user, per month
- Enterprise: $47.99 per user, per month
The pricing above is for a two-year contract. Agile CRM also offers monthly and annual subscription options.
Agile CRM Lead Management Features
- Lead scoring and qualification helps prioritize which opportunities to pursue
- Lead generation tools like social media integration
- Reports and graphs include data on time to first response, priority leads, and more
- Gamification features increase motivation to convert leads
- Web analytics track the website activity of potential leads
Find out more about this lead management system on our Agile CRM reviews page.
Freshworks CRM: Best Lead Management CRM for Territory-based Teams
Territory management in Freshworks CRM (Source: Freshworks CRM)
Since we last updated:
Freshworks CRM, formerly Freshsales, recently rebranded with a new name, new service plans, and access to Freshmarketer automation software. Forever-free plans are still available and include mobile apps, 24×5 support, live chat, and more.
Freshworks CRM allows you to prioritize the best leads, support territory sales, and streamline lead assignment. Its mobile app, built-in phone, and territory-based lead management tools round out the features that help this CRM manage leads in the office or in the field.
Freshsales Pros | Freshsales Cons |
|---|---|
Free sales templates | Lacks lead registration |
Lead scoring available on all plans | Per-day bulk email limits |
Built-in phone dialer | No built-in calendar |
Freshworks CRM Pricing
- Free: Supports unlimited users
- Blossom: $12 per user, per month
- Garden: $25 per user, per month
- Estate: $49 per user, per month
- Forest: $79 per user, per month
- Free trial of paid plans: 21 days
Freshworks CRM Features
- Round-robin automated lead assignment
- Lead segmentation based on predefined territory criteria
- Assign phone numbers to territories so leads are always routed correctly
- Run sales reports by territory or individual sales rep
- Restrict record access by territory
Read more about this system’s lead management features on our Freshworks CRM reviews page.
Pipedrive: Best CRM With Lead Management via Live Chat
Configuring live chat in Pipedrive (Source: Pipedrive)
Pipedrive CRM offers a visually intuitive sales pipeline so agents can see all stages and opportunities at a glance. Its live chat feature includes a chatbot with tailored questions to help connect leads to the correct agent or sales team.
Pipedrive Pros | Pipedrive Cons |
|---|---|
Unlimited, customizable sales pipelines | Lacks lead assignment |
Features automated workflows | Limited marketing tools |
Multilingual phone support | No support ticketing system |
Pipedrive Pricing
- Essential: $12.50 per user, per month
- Advanced: $24.90 per user, per month
- Professional: $49.90 per user, per month
- Enterprise: $99 per user, per month (minimum of 10 seats)
- Free trial: 14 days
The pricing above is for an annual contract. A monthly subscription option is also available.
Pipedrive Lead Management Features
- Chat live with website visitors on the web or on your mobile app
- Chatbot engages website visitors and answers questions based on predefined criteria
- Route leads according to how a lead answers chatbot questions
- Custom webforms for lead capture
- Get email notifications of new lead captures
Find out more about this CRM’s live chat and webforms on our Pipedrive reviews page.
Bitrix24: Best Lead Management CRM for Product-based Businesses
Bitrix24 catalog creator (Source: Bitrix24)
Bitrix24 is a browser-based CRM loaded with tools that product-based sales teams need to convert leads to sales. Features include a website builder, product catalog, quotes, invoicing, and order processing—making Bitrix24 a turnkey lead management system for businesses that sell tangible goods.
Bitrix24 Pros | Bitrix24 Cons |
|---|---|
Free plan supports unlimited users | Limited analytics and reports on the free plan |
Sales and marketing automation features | No standalone desktop app |
Multichannel communication tools | Lacks LinkedIn integration |
Bitrix24 Pricing
- Free: Supports unlimited users
- Start+: Supports two users for $24 per month
- CRM+: Supports six users for $69 per month
- Project+: Supports 24 users for $69 per month
- Standard: Supports 50 users for $99 per month
- Professional: Supports unlimited users for $199 per month
- Free trial of paid plans: 30 days
The pricing above is for Bitrix24’s monthly cloud subscription. It also offers three-month, one-year, and two-year contracts. Alternatively, you may purchase an on-premise edition starting at $1,490.
Bitrix24 Features
- Easy-to-use product catalog creator
- Create, email, and store quotes inside the CRM
- Lead qualification
- Searchable lead filters
- Supports multiple sales pipelines
See how this lead management CRM helps product-based sales teams on our Bitrix24 reviews page.
HubSpot CRM: Best Forever-free CRM for Lead Management
HubSpot CRM’s native email integration (Source: HubSpot CRM)
HubSpot CRM is a no-frills lead management CRM for unlimited users and is free forever. Though not as feature-packed as other free CRM plans, HubSpot is intuitive and easy to understand regardless of a user’s technical aptitude.
HubSpot CRM Pros | HubSpot CRM Cons |
|---|---|
Free plan supports unlimited users | Sales and Marketing module upgrades can be expensive |
Easy to use | Free plan lacks customer support access |
Facebook Messenger integration | Most social media tools require a paid plan |
HubSpot CRM Pricing
- Free: Supports unlimited users
- Sales Hub and Marketing Hub add-ons: $50 per month to $800 per month depending on the features selected*
*Pricing is based on a monthly subscription. Discounted pricing is available for annual contracts.
HubSpot CRM Features
- Lead segmentation
- Detailed reports on sales pipeline
- Automatic sales activity logs
- Native Gmail and Outlook integration
- Conversations inbox unifies email, live chat, and bot messages
Read more about this lead management system on our HubSpot reviews page.
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