8 products tested & ranked

We Tested 8 Sales Automation Tools — Here's What's Actually Worth It

We tested the leading CRM and sales automation platforms to help you automate your pipeline, streamline follow-ups, and close more deals.

Featuring:

Salesforce Sales Cloud·

HubSpot CRM·

Close·

Pipedrive·

Freshsales+3 more

Helping 12,000+ professionals choose the right tools

Quick Answer

Our Top 3 Picks at a Glance

See all reviews

Best Overall

9.0

Salesforce Sales Cloud

Starter $25/user/mo, Professional $80/user/mo, Enterprise $165/user/mo, Unlimited $330/user/mo.

The world's leading enterprise CRM platform with AI-powered sales automation, comprehensive pipeline management, and an ecosystem of 4,000+ integrations on AppExchange.

Try Salesforce Free

Best for Small Teams

8.8

HubSpot CRM

Free CRM with unlimited users. Sales Hub: Starter $9/seat/mo, Professional $90/seat/mo, Enterprise $150/seat/mo.

An all-in-one CRM platform with a generous free tier, combining sales, marketing, and service tools with intuitive automation and powerful reporting for growing businesses.

Get HubSpot Free

Best Value

8.6

From $19/user/month (Base) to $139/user/month (Enterprise), billed annually. 14-day free trial available.

Inside sales CRM with built-in calling, SMS, and email designed for high-velocity outbound sales teams to close more deals faster.

Try Close Free

Why Sales Automation Drives Revenue in 2026

Sales reps spend only 28% of their time actually selling. The rest goes to data entry, scheduling, and administrative tasks. Sales automation tools reclaim that lost time by automating pipeline management, follow-up sequences, and deal tracking.

How We Evaluate Sales Automation Platforms

Our team tests each CRM and sales tool by building real pipelines, configuring automation workflows, and evaluating reporting capabilities. We assess ease of use, mobile experience, integration depth, and the quality of AI-powered features like deal scoring and activity capture.

What to Look for in Sales Automation Software

Consider your team size, sales process complexity, and existing tech stack. Solo founders need simplicity. Enterprise teams need customization and governance. Everyone needs reliable automation that saves time without breaking workflows.

0Products Tested

0+Hours of Testing

0+Years Experience

0Expert Reviewers

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Our Top Picks

#1 Top Pick

Salesforce Sales Cloud

Best Overall

9.0

Excellent

Try Salesforce Free

#2 Runner Up

HubSpot CRM

Best for Growing Teams

8.8

Very Good

Get HubSpot Free

#3 Also Great

Best for Inside Sales

8.6

Very Good

Try Close Free

#1 Our Top Pick

Editor's Choice

Starter $25/user/mo, Professional $80/user/mo, Enterprise $165/user/mo, Unlimited $330/user/mo.

Salesforce Sales Cloud

Mid-market to enterprise B2B sales teams needing the most powerful and customizable CRM

Read Full Review →

Excellent

Features9.5

Ease of Use7.5

Integration9.5

Value for Money7.0

Head-to-Head Comparison

Feature	Salesforce Sales Cloud9.0/10	HubSpot CRM8.8/10	Close8.6/10	Pipedrive8.4/10	Freshsales8.4/10	Zoho CRM8.1/10	Copper CRM8.2/10	Keap7.8/10
Starting Price	Starter $25/user/mo, Professional $80/user/mo, Enterprise $165/user/mo, Unlimited $330/user/mo.	Free CRM with unlimited users. Sales Hub: Starter $9/seat/mo, Professional $90/seat/mo, Enterprise $150/seat/mo.	From $19/user/month (Base) to $139/user/month (Enterprise), billed annually. 14-day free trial available.	Lite $14/user/mo, Growth $24/user/mo, Premium $49/user/mo, Ultimate $74.90/user/mo (annual billing).	Free plan for up to 3 users. Paid plans from $9/user/month (Growth) to $59/user/month (Enterprise), billed annually. 21-day free trial.	Free for 3 users. Standard $14/user/mo, Professional $23/user/mo, Enterprise $40/user/mo, Ultimate $52/user/mo.	From $9/user/month (Starter) to $99/user/month (Business), billed annually. 14-day free trial, no credit card required.	Starting at $249/month for 2 users and 1,500 contacts (billed annually). 14-day free trial, no credit card required.
Free Plan
Starting Price	$25/user/mo	Free / $9/seat/mo	$19/user/mo	$14/user/mo	$9/user/mo	$14/user/mo	$9/user/mo	$249/mo
Pipeline Management	9.5	8.5	8.5	9.0	8.5	8.0	8.0	8.0
Ease of Use	7.5	9.2	8.8	9.0	8.6	7.5	9.2	7.2
Email Automation
Mobile App
Reporting	9.5	8.5	8.0	7.8	8.0	8.5	7.5	7.0
AI Features
	Try Salesforce Free	Get HubSpot Free	Try Close Free	Try Pipedrive Free	Try Freshsales Free	Try Zoho CRM Free	Try Copper Free	Try Keap Free

Detailed Reviews

Very Good

HubSpot CRM

Best for Growing TeamsSMBs and mid-market companies wanting an easy-to-use all-in-one CRM that scales with growth

Features8.5

Ease of Use9.2

Integration9.0

Value for Money8.0

Pros

Best free CRM tier in the market with unlimited users and genuinely useful features
Exceptionally intuitive interface that requires minimal training for new users
All-in-one platform eliminates data silos between sales, marketing, and service
1,600+ app integrations including deep native connections to Gmail, Outlook, and Slack

Cons

Big pricing jump from Starter ($9/seat) to Professional ($90/seat) where key automation features live
Mandatory onboarding fee of $1,500 for Professional and $3,000 for Enterprise plans
Advanced features like sequences, custom workflows, and forecasting locked behind Professional tier
Per-seat pricing across multiple Hubs can become very expensive for larger teams

Pricing: Free CRM with unlimited users. Sales Hub: Starter $9/seat/mo, Professional $90/seat/mo, Enterprise $150/seat/mo.

An all-in-one CRM platform with a generous free tier, combining sales, marketing, and service tools with intuitive automation and powerful reporting for growing businesses.

Verified this week

Read Full Review →

Very Good

Close

Best for Inside SalesSMB outbound sales teams that rely on high-volume calling and multi-channel sequences

Features8.9

Ease of Use8.8

Integration8.3

Value for Money7.8

Pros

Built-in calling with power and predictive dialers eliminates the need for separate phone systems
Multi-channel sequences (email, call, SMS) automate outreach with A/B testing support
Clean, intuitive interface with minimal learning curve compared to enterprise CRMs
Unlimited contacts and leads even on the base plan
Fast one-click migration from other CRMs and easy CSV importing

Cons

No free plan available — only a 14-day trial
Lacks native scheduling and calendar integration features
Limited marketing automation — focused purely on sales, not full-funnel
Power and predictive dialers only available on higher-priced plans ($99+/month)

Pricing: From $19/user/month (Base) to $139/user/month (Enterprise), billed annually. 14-day free trial available.

Inside sales CRM with built-in calling, SMS, and email designed for high-velocity outbound sales teams to close more deals faster.

Verified this week

Read Full Review →

Very Good

Pipedrive

Best Visual PipelineSmall to midsize B2B sales teams wanting an intuitive, pipeline-focused CRM

Features7.8

Ease of Use9.0

Integration8.0

Value for Money8.5

Pros

Best-in-class visual pipeline that makes deal tracking intuitive and efficient
Built by salespeople for salespeople — every feature serves the sales workflow
Competitive pricing starting at $14/user/month — great value for SMBs
Quick setup with minimal learning curve — teams can be productive within hours

Cons

Limited marketing and service capabilities — primarily a sales-only tool
LeadBooster and other essential add-ons cost extra on lower-tier plans
Reporting is basic on Lite and Growth plans — custom reports require Premium tier

Pricing: Lite $14/user/mo, Growth $24/user/mo, Premium $49/user/mo, Ultimate $74.90/user/mo (annual billing).

A sales-focused visual CRM designed for small and midsize businesses, with an intuitive pipeline interface, built-in automation, and AI-powered sales assistance.

Verified this week

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Very Good

Freshsales

Best AI FeaturesSMB sales teams wanting an affordable all-in-one CRM with built-in phone and AI-powered lead scoring

Features8.5

Ease of Use8.6

Integration8.2

Value for Money9.0

Pros

Generous free plan with contact management, pipeline, and built-in phone for up to 3 users
Built-in cloud phone system in 90+ countries eliminates the need for separate telephony providers
Freddy AI provides genuinely useful predictive lead scoring and next-best-action recommendations
Excellent value for money — Growth plan at $9/user/month is one of the most affordable CRMs
Seamless integration with the broader Freshworks ecosystem (Freshdesk, Freshmarketer)

Cons

Freddy AI and advanced workflows locked behind Pro plan at $39/user/month
Limited custom reporting compared to Salesforce or HubSpot enterprise tiers
Customer support response times can be slow, especially on lower-tier plans
Email automation and marketing features are basic compared to dedicated marketing CRMs

Pricing: Free plan for up to 3 users. Paid plans from $9/user/month (Growth) to $59/user/month (Enterprise), billed annually. 21-day free trial.

AI-powered CRM by Freshworks with built-in cloud telephony, Freddy AI for lead scoring, and multi-channel sales engagement at an affordable price point.

Verified this week

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Very Good

Zoho CRM

Best ValueBudget-conscious SMBs wanting deep customization and enterprise features at affordable pricing

Features8.8

Ease of Use7.5

Integration8.2

Value for Money9.2

Pros

Best value in CRM — enterprise-grade features at 40-60% less than Salesforce or HubSpot Pro
Deep customization with Canvas design studio, custom modules, and Blueprint process management
Free edition for up to 3 users with genuinely useful CRM features
Zia AI assistant provides lead scoring, deal predictions, and anomaly detection
Seamless integration with 55+ Zoho apps for a complete business ecosystem

Cons

Interface feels dated and cluttered compared to more modern CRMs like HubSpot or Pipedrive
Phone support requires paid support plans — standard support is email-only
Feature density creates a steep learning curve — overwhelming for small, simple teams
Best AI features (Zia) locked behind Enterprise tier at $40/user/month

Pricing: Free for 3 users. Standard $14/user/mo, Professional $23/user/mo, Enterprise $40/user/mo, Ultimate $52/user/mo.

A budget-friendly yet deeply customizable CRM platform with AI-powered analytics, workflow automation, and 900+ marketplace integrations for small to mid-sized businesses.

Verified this week

Read Full Review →

Very Good

Copper CRM

Best for Google WorkspaceSmall to mid-size businesses deeply embedded in Google Workspace who want a CRM that lives inside Gmail

Features7.8

Ease of Use9.2

Integration9.0

Value for Money7.5

Pros

Best-in-class Google Workspace integration — lives directly inside Gmail with automatic email and contact syncing
Extremely intuitive interface with one of the lowest learning curves of any CRM
Automatic data capture reduces manual data entry significantly
Functional mobile app for managing contacts and deals on the go
14-day free trial with no credit card required on all plans

Cons

Only works well with Google Workspace — not suitable for Outlook or other email clients
Workflow automation and bulk email locked behind the $59/month Professional plan
Limited marketing automation capabilities compared to HubSpot or ActiveCampaign
Starter plan is very restricted with only 1,000 contacts and no customizable pipelines

Pricing: From $9/user/month (Starter) to $99/user/month (Business), billed annually. 14-day free trial, no credit card required.

A Google Workspace-native CRM that lives inside Gmail, providing seamless contact management, pipeline tracking, and workflow automation for teams already in the Google ecosystem.

Verified this week

Read Full Review →

Good

Keap

Best for SolopreneursService-based small businesses (coaches, consultants, agencies) needing all-in-one CRM, marketing automation, and invoicing

Features8.8

Ease of Use7.2

Integration7.5

Value for Money6.8

Pros

True all-in-one platform combining CRM, marketing automation, scheduling, invoicing, and payments
One of the most powerful visual automation builders available for small businesses
Built-in e-commerce with invoicing, recurring payments, and online checkout with order bumps
Dedicated business phone line keeps personal and business communications separate

Cons

Expensive at $249/month — significantly higher than most CRM alternatives
Steep learning curve due to the breadth of features and complex automation builder
Contact-based pricing means costs escalate quickly as your database grows
Reporting and analytics are basic compared to dedicated BI tools or enterprise CRMs

Pricing: Starting at $249/month for 2 users and 1,500 contacts (billed annually). 14-day free trial, no credit card required.

All-in-one CRM, sales, and marketing automation platform (formerly Infusionsoft) designed for small businesses to manage contacts, automate follow-ups, and handle invoicing in one place.

Verified this week

Read Full Review →

Our Testing Methodology

Our sales technology experts evaluate each platform through hands-on pipeline building, automation configuration, and integration testing. Scores reflect ease of use, automation depth, reporting quality, mobile experience, and overall value for money.

Frequently Asked Questions

Sales automation uses CRM software to automate repetitive sales tasks like follow-up emails, lead assignment, deal updates, and pipeline management. This frees your sales reps to focus on selling instead of data entry. Top tools include Salesforce, HubSpot CRM, and Pipedrive.

For small sales teams (under 10 reps), Pipedrive and HubSpot CRM are the top choices. Pipedrive excels at visual pipeline management with plans starting at $14/user/month. HubSpot CRM offers a generous free plan and scales well as you grow. Close is ideal for inside sales teams that rely heavily on calls and email.

Salesforce is generally overkill for very small businesses due to its complexity and cost. However, it becomes worth considering once your team exceeds 20-30 people or you need advanced customization, complex reporting, or enterprise integrations. For smaller teams, HubSpot CRM or Pipedrive deliver better value.

Yes. Most modern CRMs include email automation features. HubSpot CRM offers sequences and workflows for automated follow-ups. Pipedrive has a Smart Contact Data feature and email scheduling. Salesforce offers Sales Engagement tools. Close has built-in email sequences specifically designed for sales outreach.

A CRM (Customer Relationship Management) is a database for managing customer interactions and data. Sales automation refers to the automated features within a CRM — such as email sequences, lead scoring, deal rotation, and task creation. Most modern CRMs include sales automation features, but the depth varies significantly between platforms.

Written by

Alex ThompsonSenior Technology Analyst

Alex Thompson has spent over 8 years evaluating B2B SaaS platforms, from CRM systems to marketing automation tools. He specializes in hands-on product testing and translating complex features into clear, actionable recommendations for growing businesses.

SaaS ReviewsProduct AnalysisB2B SoftwareTech Strategy

Our Top 3 Picks at a Glance

Why Sales Automation Drives Revenue in 2026

How We Evaluate Sales Automation Platforms

What to Look for in Sales Automation Software

Our Top Picks

Head-to-Head Comparison

Detailed Reviews

Pros

Cons

Pros

Cons

Pros

Cons

Pros

Cons

Pros

Cons

Pros

Cons

Pros

Cons

Our Testing Methodology

Frequently Asked Questions

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