By Jacco Blankenspoor

Top 5 CRM Tools for Freelancers and Small Businesses

By Jacco Blankenspoor

When you have just a few clients, it’s easy to keep track of them in an Excel document. But as your business grows, it becomes harder to track your communication, sales efforts and project progress. That’s where Customer Relationship Management (let’s call it CRM from here on) tools come into play.

Even if you consider yourself a small business, you can benefit from these tools — and it doesn’t have to cost you a fortune (in fact, 3 of them have a free plan).

Almost all of these offer mobile apps and Outlook integration, so consider that covered. In this article I will focus on each product’s unique features.

The leader: SalesForce

Let’s start by looking at the company that indisputably changed the CRM market, SalesForce. These guys made CRM accessible to practically anyone, with plans starting at just $5 a month for one user.

The “Contact Manager” is their entry plan, and offers some pretty decent CRM features. If you choose the “Group” edition you also get lead and opportunity tracking, compelling features when you’re chasing new clients.

Contacts / Leads

For each contact on your list, you can enter basic information, schedule tasks, view contact history and browse attachments.

You can connect Facebook, Twitter and LinkedIn accounts for the specific contacts and see their social media updates within SalesForce.

You can also keep track of sales opportunities for each contact. These are kept in the opportunities tab, and are automatically attached to the relevant account or lead. This may seem a bit redundant, but it means you can’t easily lose crucial information.

The “Leads” section (in the Group Edition) looks the same as “Contacts”, but allows you to differentiate between current and (hopefully) future customers.


SalesForce Funnel

The Accounts tab is basically the aggregation of your contacts and opportunities for current customers, with the addition of a visual sales funnel.

Opportunities (Group Edition)

SalesForce Opportunities tab

This is where you keep track of your sales progress. The information your enter here is all linked to the deal itself, for seamless tracking.

Reports / Dashboard

SalesForce Reports

SalesForce comes with a whole number of reports, which give your very precise insights into the data collected in the above-mentioned sections. You can drill down till you’re sick of it — or until the numbers become meaningless! You can also create custom reports, if you’re after something the standard reports don’t show.

Salesforce Dashboard]
But we all know numbers can be a bit boring, so SalesForce also lets you create dashboards. These add a bit of visual interest, but they aren’t as precise as reports. Good if you need to quickly update someone else on your progress, but not great at giving you actionable information.

So Why SalesForce?

SalesForce certainly knows how customer relationship management should be done, and this is a great tool. It works very intuitively — you basically don’t need any help to get started. They really set the standard for CRMs. Now If only the dashboards were a bit more fancy…

SalesForce offers a free 14-day trial.

Now let’s have a look at some other contenders, and find out what makes them unique.

Let’s go social: Nimble

Nimble promises to connect all your contact information in one place, including social accounts, and to display it all in a convenient dashboard. Sound promising, but does it deliver?

NNimble has one paid plan with all of their features for $15 per month per user, with only a few (generous) limits on number of contacts, storage and social network accounts. They also offer a free plan which should be sufficient if you’re starting out.

Nimble has a pretty simple interface, since most of it’s functionality is grouped.


Nimble Today

After you sign up, the first step is to connect Facebook, Twitter, Google+, Linkedin, Gmail and Google Apps account (all optional). By doing this you can keep track of any commercial opportunities within your current social contacts.

The “Today” screen also keeps you updated on the most important data.


Nimble Contacts

For each new contact you can add their social accounts alongside their regular contact details, even if you’re not connected or you don’t follow them. You can even send them a message on the social network of your choice, as each platform allows.

The contacts panel is also where you define the lead information and assign any deals in progress (on the top right). This is all a bit simplistic compared to SalesForce, and requires you to click through for more details.

Nimble does offer excellent options to display anything you know about your contact in this view, along with information gathered from social networks. I’ve shown a partial list on the right, but the list could become very long.

Signals / Messages / Activities

This is the hub for all social activities. All of the updates on your connected accounts are listed here — it’s like a social media dashboard for all of your contacts. I don’t think my contacts want their information displayed in an article, so I’ve omitted the screenshot!

There’s also a “Signals” function, which helps you identify engagement opportunities (as they call it) like job changes, birthdays, and so on.

In the “Messages” tab the messages you receive on your connected social and email accounts are collected.

In the “Activities” section you will find a basic task manager.


Nimble Deals

The “Deals” screen looks (again) a bit simple at first, but when you take a closer look you see it’s actually pretty convenient. It combines all the relevant data from the other sections in one decent overview.

It would be great if you could filter on some metrics, like stage or company. This layout can become overwhelming very quickly.

So why Nimble?

I must say their approach on combining social accounts is well executed. It goes even further than I’ve shown here, since it also has some powerful sending possibilities.

I do think Nimble is better for keeping track of your current customers than for chasing after prospects. Both leads and current customers are thrown into the “Contacts” section, without any options to filter them out. Same goes for deal tracking — no filters there either.

One surprising thing: there is currently no reporting. None! They claim it will be part of a 2014 update, but at least some basic reporting should have already been included.

If you want to go full on social, and don’t need to report on your activities, Nimble is perfect for you.

Nimble offers a free 14-day trial.

CRM + Project management = Insightly

What makes Insightly interesting is its integrated project management, in addition to the CRM functionality.

Insightly offers a limited (but useful) free plan, and a nearly unlimited plan for just $7 a month per user.


Insightly Tasks

The Tasks feature is pretty useful in keeping track of to-dos, including prioritization and related project or opportunity.

Contacts / Organization

This part needs a little bit of work. Insightly states it can connect a contact’s social media accounts just by using it’s email address, yet it couldn’t find my LinkedIn profile, for example. You can manually add links, but that takes away a bit of the magic.

Also, adding a contact to a specific organization didn’t work so well either. After adding my own company and then trying to add 2 contacts to it, I got this as a result:
Insightly Organizations


Insightly Opportunities

Insightly doesn’t come with a pre-defined set of pipelines and stages, so you’ll have to add these first. It does offer a clean base to start with, and add only relevant details.

It works a bit differently from the other tools we’ve looked at, since for each stage in the sales process you have to define a related task. It allows for enormous flexibility, but does require some work to figure it out and set up properly. In the end you get a pretty convenient overview.

The email address you see in the screenshot can be used to email relevant correspondence, which attaches the message to the Opportunity. Nice!


Insightly Project

The project management works a lot like the Opportunities, but is much simpler — it doesn’t include projected revenue, for example, assuming that the financials have already been settled. You can convert closed opportunities directly into projects.

Again, you’ll need to define a pipeline with stages and related activities. These activities translate into tasks. These tasks are then added to an Outlook-like calendar, and to the main “Tasks” section.

One great thing about the Projects functionality is that you can share the project’s progress with the person who originally closed the deal. It’s perfect for after-sales support.

So why Insightly?

If you take the time to set up the necessary values for the opportunities and projects, Insightly is a great product. If you want integrated project management this would be your best choice, since it’s really well worked out. It offers decent reporting, too.


Need a free option? Zoho CRM

Zoho CRM has a whole range of productivity tools, and most of them come with a free 3-user plan with more than enough features.

Zoho Navigation

Zoho is much inspired by SalesForce when it comes to layout and functionality of the detail screens (like opportunity details). There is some difference in naming and usability, but that’s mostly it.

Zoho Potential

In some small points they even surpass SalesForce, like having an extra field to fill in competitors for a proposed deal, or having a timer to record call duration.

So why Zoho CRM?

Zoho CRM is a perfect tool for small businesses and/or freelancers. The free plan is sufficient for most of us. And when you start upgrading you get more features at a lower price than with SalesForce.

Somehow SalesForce just feels a bit more mature to me, even though Zoho CRM works great. That’s a matter of personal opinion, so you really should compare both if you are looking for an all-around CRM tool.

Zoho CRM does have one big advantage: cheap pricing and a free tier.

Do-it-Yourself: SugarCRM

I will conclude this list with SugarCRM, which offers both hosted and downloaded versions. The hosted version is quite expensive, and offers features you likely won’t need (like call center automation). I’ll instead focus on the downloaded version, which you can host yourself.


SugarCRM is a very professional product. Keep in mind that the downloaded version is more limited in functionality than the hosted versions, and has a different layout.

The main reason to choose SugarCRM as a download is that you can keep your costs low (simple hosting is sufficient), and hosting it yourself may take away some privacy concerns.

SugarCRM’s basic functionalities are comparable to SalesForce and Zoho CRM when it comes to accounts, leads and opportunities.

But, it also has some unique features which are worth highlighting:


SugarCRM Campaigns

SugarCRM comes with a pretty powerful newsletter manager, including reporting. You can send your campaigns by email, but it also allows for offline campaigns (where you use SugarCRM for building your mailing list).

Targets / Target lists

If you want to contact someone which isn’t a qualified lead yet (say, someone who left their email address at a convention), you can make them a target (though that sounds a bit scary, doesn’t it?).

You can then group multiple targets in a target list, which is basically a very targeted mailing list. You can later on decide whether to ditch them as a prospect or move them up as a lead. This is perfect if you do a lot of cold calling, where you can build a target list to be approached by phone.


SugarCRM Meetings

SugarCRM comes with a very convenient way to schedule meetings, much like Outlook does but with even more detail.

So why SugarCRM?

Having it on your own server is just one of the benefits. The tool itself is surprisingly well featured for a free download version. And the extra functionality is quite useful as well.

The main downside is that you have no way of getting support for the free version other than community forums. There is also no reporting, though third-party plugins are available to create SugarCRM reports.


What do you think of these tools? Are you using any of them yourself? If so, please share your experiences in the comments.

  • For Brazilian freelancers, OrganizeCRM is a great alternative:

  • Huy Tran

    Great resources for freelancers and small businesses. Thank you.

  • Martin

    My personal favorite is Pancake. It’s awesome and I have been using it for about a year now and really like it. Also the fact that it’s constantly being improved, the support is great (even though there is paid support the free support will be sufficiant for most).
    I would say: Let’s get pancakes :-)

  • No mention of Podio, well I am ashamed and saddened Sitepoint..

    Okay, maybe not ashamed :P

    • Hi, because you were so saddened I had to check it out :-) Looks to me Podio is more a project management tool, with added CRM. The tools in this article focus on CRM as their core business. But Podio looks nice, their pricing is very competitive and the app concept could be useful (although I’m never a big fan of it).

      • Yeah, it’s true that it might be a bit more of a project management tool.
        But.. At the same time, with the “app” approach & customizability (weird word) – it could be exactly what you want it to be. ;)

        • You’re right about that, and with their pricing it’s certainly worth a shot.

  • Alexander

    Also no mention of Efficy (efficy.com), a great european CRM for small businesses.

  • A. Canton

    SugarCRM has a free Community Edition of version 6.x, however it is going EOL (end-of-life) next year with no plans to offer a CE version for 7.x. Thus, there is a new fork of SugarCRM called SuiteCRM (kind of a play on words sugar=sweet=suite) at http://www.suitecrm.com. It has all the features of SugarCRM plus a bunch more. Not only is it free, but it is not all that difficult to install either. If you can read instructions you can host it on your web server, be it shared, VPS, or dedicated. There is a demo on the site. Might be worth checking out.

  • bechtold

    Thanks, very interesting. Have you heard of ERPAL? Its open source as well and is very nice for projectmanagment and invoicing as well. http://www.erpal.info/en

  • Looks nice, thanks!

  • Hi, didn’t see this one when doing my research, but looks promising. Their pricing is interesting as well, you just buy a one-time license + support credits instead of a subscription. They have a rich feature set as well. Definitely worth a check for anyone interested.

    • Martin

      Yeah i love it and new features are being added all the time to make it even better (although by now it has almost everything one could wish).

      It is worth every penny in my opinion. But to see for yourself, they have an online demo version.
      It is also very easy to change the interface if you are comfortable with CSS. I have overhauled mine completely to suit my taste :-). Lot’s of support and sources in the forum as well. Including a complete redesign free to use for those more adventurous.

      There are also translations available to use, so you are not stuck with English. Translating is very easy. It’s all in one file.. I did the dutch version which is available on the forum for free (or maybe already part of the package. Not sure) :-).

      • Hi, feature wise they do a good job. But even though their pricing is interesting, I’m not sure if it is a suitable one. What happens when they run out of money and have to stop future development? And using support credits isn’t a predictive stream of income either. Time will tell of course, but it’s a risky model.

        • Martin

          Although I agree that using support credits won’t be a sustainable stream of income, but it isn’t supposed to.
          I think they are trying to gain momentum and make selling the CRM and add-ons their stream of income. Version 3 was a very basic version and version 4 has only been released out of beta a few months ago and it has made leaps forward and looks nothing like version 3.
          So selling the CRM and selling add-ons (different payment gateways like Rabobank Omnikassa or 2Checkout) will make for their income in the long run. For now it’s just an additional income and running out of money isn’t an issue.

          • I can see this can be a solid business model, I’m just saying that there is a reason a large players are using a subscription model. That’s not saying one-off payments won’t work, it’s just that if the momentum doesn’t pick up it would be more difficult to keep the money rolling. But let’s give them the benefit of the doubt. It seems like a decent product indeed, and I would encourage readers to give them a try as well.

  • Hi Alexander, looks like this product is only offered to us “Dutchies”. And it seems that it’s more of an enterprise solution while this article focuses on solutions for Small Business and freelancers. But you’re free to correct me if I’m wrong :-)

    • Alexandre

      hi Jacco, sorry for the delay. Nope, it’s offered in Belgium, Netherlands, Luxemburg, France, Switzerland, Germany, Turkey and also Spanish, Polish, Japanese versions. It is not strictily speaking an enterprise solution, it can be for a SMB with 3 users as well as for a big company with 3000 users.

      • Great, thanks for clarifying. Will you be offering it to English speaking countries as well?

  • Hi, you’re right about SugarCRM reaching end of life. SuiteCRM seems like worthy alternative, hopefully it comes with the same open source community Sugar has/had. Thanks!

  • Hi, haven’t heard of it but same as with Podio it looks more like a project management solution than a CRM tool. CRM is so much more than just keeping track of who your clients are. So this article really zooms in on those companies running CRM tools as their core business (with some offering project management as an added feature instead of the other way around).

    • Just to clarify (may be ERPAL needs to name itself different) but ERPAL is more a complete business platform wheren you have CRM, Invoices, Reports, and Project Management included in one solutions. Most business use ERPAL to run their complete company on this platform. Only view people will use ERPAL only as CRM or only as a project management solution.

  • boriscy

    I disagree that Salesforce and SugarCRM are for small business I have worked with a client that is small to medium company trying to integrate with salesforce and the CRM is too complicated I have done APEX and visualforce pages as well as using the salesfirce API to integrate but in the end it just didn’t fit well. Salesforce it’s really full of features but some parts of the process take to many steps and require extra APEX programming to make them more simple.

    • Hi, I believe the feature set of both SalesForce and SugarCRM are well suited for small businesses. But you’re right that some integrations can get way over your head. In this article I only looked at their built in features, not considering advanced integrations.

  • mumof2

    I have been using http://www.worketc.com for just over a year now and it is great

  • Hi, while it looks impressive, it seems a bit pricey for freelancers and small business though.

  • Erin Lee

    Great insight, another great software for small businesses is something like
    Snapforce helped my small business, and it was affordable!

    • Alyssa Butler

      Yes – I totally agree. I believe Snapforce is one of the most underrated CRM’s in the market. I used 3 crm’s before finding Snapforce (including Salesforce), they all had constant sysetm limitations. For example associating multiple contacts to one account (something you’d think is simple) was not possible in any of the crm’s I used prior. I am serious when I say they are the most underrated – because articles like this one constantly mention the same old repetive companies like salesforce and zoho, etc.

      Snapforce is a great, 1/5th the price of salesforce, has more features, and actual customer service with people you can understand (no offense to India =] ). They are the kind of company you buy stock in now, because in one year from now I bet they take a large chunk of the crm market.

      I hate to see hard working small business men and women waste their time and dollars on over priced software.

  • Hi there,

    Sales Force and SugarCRM have stopped being CRMs for small businesses a while ago. Actually I find them frustrating for any user, even the really experienced have problems with those.

    Also a lot of newer CRMs are missing from your article. What about https://www.lessannoyingcrm.com or http://web3box.com/crm/ ?

  • enm

    All of the suggestions except Salesforce are good here. The minute you try to do something that isn’t out of the box you have to upgrade your account before having that functionality available, and getting things to work is a real pain. For typical salesperson activities it is ok, but really clunky. Their UI is a mess and they have yet to find out that ajax/js in would be helpful… everything takes a refresh to update, and 5 clicks that should be 1. For as much of a lead as they have in this space they should be much better than they are. If someone asks you to integrate salesforce into some other service, run away (unless you are a consultant charging by the hour, in that case smile and take the money).

  • I’ve used each of the 5 tools here since 2009 and still haven’t found a good overall solution. I am a freelance web developer, that occasionally gets other freelancers to collaborate with on projects every project is quite different.

    I would prefer a CRM tool that allows all client information to be stored without having to use emails, and just send emails from inside the tool. My dream is to have this combined with, or integrated with a PM tool.

    Has anyone come across such a tool?

  • soconnellnz

    Have you ever heard of Base CRM? http://getbase.com

  • ErnieMozes

    What about free CRM systems? Bitrix24 is much better as freelancer CRM than any of the five that you mention, except Insightly

  • Dis

    Check also 8am (http://www.8amweb.com) – a light CRM with calendar.

  • I would suggest you to take a look at http://www.invoicera.com, an online invoicing tool with host of features. It provides features like online invoicing, expense management, project management, financial management, client management and lot more.

  • Liras

    The choice of CRM depends mainly on company needs. For my company the most important thing is customizability of CRM functions (for example forms) and the availability of task manager with all necessary features, that is why we choose Zvonokla CRM

  • Very Informative article, After database crash I’m looking for CRM for the magazine our family business produces monthly. We have nearly 1000 contacts on our system. We contact advertisers and book in adverts, our system also sent out email invoices which were later typed into sage. So a CRM with invoicing! Any ideas? I can also integrate with the Zoho invoicing product. I’m not sure if they have a freemium for their invoicing product, though. I have already tried the paid article on CRM software listed on : SoftwareSuggest

  • Jeeni Mackleign

    All above are great systems, however they are not fully integrated with everything a business needs for their sales and marketing. Integrating outside applications can be difficult and costly (for small businesses). It is important to take a look at integrated CRM and marketing automation platforms to eliminate waste, save money, and gain valuable insights efficiently. Salesforce Sales Cloud

    is a good solution for this. It is affordable, easy to use and integrates support ticketing, social media, website tracking, marketing automation, event management, and CRM into one tool box. I would like to suggest check few top CRM software listed on : softwaresuggest/crm-software . SoftwareSuggest help you to find right software according to your needs and It’s FREE.

    And also, Software buyer can use this tool to compare feature of multiple software and receive quotation from software vendors. tools.softwaresuggest

    Note : I don’t have any commercial agreement with Salesforce Sales Cloud & SoftwareSuggest

  • Lawson W Brooks III

    OnePage CRM is without a doubt, the best option for small businesses and solopreneurs.

  • iainx

    Cloudnet360 is $80 a month. For a freelancer? Are you out of your mind – or just doing your job?

  • Niol1982

    No Bitrix24 or Hubspot on the list, which are the most popular free CRM choices for freelancers. Time to update the list?

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