12 Best CRM for Agencies in 2025 (Reviewed & Compared)
- 1. HighLevel (GoHighLevel)
- 2. HubSpot
- 3. SharpSpring by Constant Contact
- 4. Pipedrive
- 5. Zoho CRM
- 6. Salesforce Sales Cloud
- 7. Keap (formerly Infusionsoft)
- 8. ActiveCampaign
- 9. Vendasta
- 10. Scoro
- 11. G2
- 12. Capterra
- Top 12 CRM Platforms Feature & Pricing Comparison
- Making Your Final Decision: Connecting Your CRM to a Pipeline of Opportunities
In the fast-paced agency world, managing client relationships, tracking sales pipelines, and scaling operations can feel like a constant scramble. The right Customer Relationship Management (CRM) platform isn't just a digital rolodex; it's the central nervous system of your business. It streamlines workflows, automates tedious tasks, and provides the data-driven insights needed to win and retain high-value clients. But with hundreds of options, finding the best CRM for agencies is a significant challenge.
Generic solutions often miss the mark, lacking critical features like multi-client management, white-labeling capabilities, or integrated project profitability tracking. A CRM built for a typical B2B sales team simply won't cut it for a creative studio juggling multiple retainers or a performance agency managing dozens of ad accounts. An ill-fitting platform creates more work, leading to data silos, missed opportunities, and frustrated teams. For example, a recent study showed that businesses see an average ROI of $8.71 for every dollar spent on a CRM, but that return is heavily dependent on user adoption—something a poorly chosen system will struggle with.
This guide cuts through the noise. We've rigorously analyzed the top platforms, focusing on the specific features, practical use cases, and honest limitations that matter most to creative, marketing, and tech agencies. We'll explore everything from all-in-one solutions designed for reselling like HighLevel and Vendasta to powerful platforms that integrate sales with project management, such as HubSpot and Scoro. Each review includes direct links and screenshots to help you visualize the platform in action, ensuring you find a tool that not only organizes your contacts but actively fuels your growth engine. This comprehensive resource is designed to help you make an informed decision without sifting through endless marketing copy.
1. HighLevel (GoHighLevel)
HighLevel is an all-in-one sales and marketing platform engineered from the ground up for agencies. Unlike general-purpose CRMs retrofitted for agency use, HighLevel’s core architecture is built around multi-client management. This structure allows agencies to create distinct, sandboxed sub-accounts for each client, providing them with their own dedicated portal for funnels, websites, calendars, and communication channels. The platform's true power lies in its white-labeling capabilities, enabling you to rebrand the entire system as your own and resell it to clients.
This white-label model creates a powerful new revenue stream and enhances client stickiness. For example, an agency could bundle HighLevel's features (funnel builder, email automation, SMS) into a "$499/month Marketing Suite" sold under their own brand. This positions it as one of the best CRM for agencies looking to scale their service offerings. For agencies focused on client acquisition, integrating a robust CRM like HighLevel is a critical step in managing new opportunities. You can explore effective strategies for lead generation for agencies to maximize your pipeline before implementation.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Unlimited Sub-Accounts | On the Agency Unlimited plan, create as many client accounts as you need. | Scale your agency without incurring per-seat or per-client costs. |
| White-Labeling | Rebrand the desktop app, mobile app, and API with your own domain and logo. | Sell a branded SaaS product to your clients for a recurring monthly fee. |
| AI Employee | Deploy AI for automated appointment setting via SMS and voice calls. | Reduce manual follow-up and ensure no lead is missed, operating 24/7. |
| Unified Inbox | Consolidates conversations from SMS, email, social DMs, and Google Business Chat. | Manage all client communications from a single dashboard, improving response times. |
Pricing: Plans start at $97/month for a single business. The popular Agency Unlimited plan is $297/month, which includes unlimited sub-accounts.
Best For: Marketing agencies that want to offer a white-labeled, all-in-one software solution to their clients, creating a new recurring revenue stream and consolidating their tech stack.
2. HubSpot
HubSpot is a comprehensive CRM platform that has become a staple in the agency world, not just for its powerful marketing and sales tools, but for its well-established agency partner program. Unlike platforms built solely for white-labeling, HubSpot’s model encourages agencies to become experts in the system, offering implementation, management, and strategic services to clients. Its free CRM provides an accessible entry point, allowing agencies to introduce clients to the ecosystem without an initial investment. In fact, over 177,000 companies in 120+ countries use HubSpot.
The platform is segmented into various "Hubs" (Marketing, Sales, Service, CMS), which can be bundled or purchased separately. This modularity allows agencies to tailor solutions to specific client needs, from a simple sales pipeline setup to a complex, multi-channel inbound marketing campaign. For agencies focused on delivering demonstrable ROI, HubSpot stands out as one of the best CRM for agencies due to its robust reporting and analytics, which tie every activity back to revenue and customer lifecycle stages.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Free CRM Tools | Provides free access to core CRM functionalities like contact management and deal pipelines. | Easily onboard new clients with a no-cost solution before upselling to paid Hubs. |
| Agency Partner Program | A tiered program offering resources, training, and a 20% commission structure. | Build a new revenue stream through reselling, commissions, and service delivery. |
| Extensive Marketplace | A large library of over 1,000 third-party apps and integrations. | Connect clients' existing tech stacks (e.g., Slack, Stripe, Zapier) for a seamless workflow. |
| Custom Reporting | Build detailed, custom dashboards and reports on any data point in the CRM. | Prove ROI to clients with data-backed reports on campaign performance and sales outcomes. |
Pricing: HubSpot offers a free CRM with limited tools. Paid "Hubs" (Marketing, Sales, etc.) start at around $20/month/seat, with Professional and Enterprise tiers costing significantly more.
Best For: Agencies of all sizes that want to build a service-based revenue model around a reputable, scalable CRM, providing implementation, management, and strategic consulting to clients.
3. SharpSpring by Constant Contact
SharpSpring, now part of the Constant Contact suite, is a marketing automation platform with a CRM built specifically with agency partnerships in mind. It differentiates itself by offering a robust feature set combined with an agency-friendly business model that includes revenue sharing and comprehensive rebranding options. Unlike platforms that charge per seat, SharpSpring’s core plans provide unlimited users, allowing your entire team and even your clients to access the system without incurring extra costs. This structure makes it an excellent choice for growing agencies that need to provide broad access without unpredictable monthly bills.
The platform is designed to be an all-in-one solution, consolidating tools like email marketing, landing page builders, and lead scoring into a single interface. For example, a digital agency could use SharpSpring's dynamic landing pages to personalize content based on a visitor's source (e.g., a Google Ad vs. an email link) to increase conversion rates for a client. This integration helps reduce vendor sprawl and simplifies the tech stack for both the agency and its clients. For agencies aiming to deliver sophisticated marketing automation services, SharpSpring stands out as one of the best CRM for agencies because its entire model is built to support and grow alongside its agency partners, offering dedicated support and onboarding tailored to their unique operational needs.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Unlimited Users | Core plans include unlimited user seats for your agency and clients. | Grant access to your entire team, stakeholders, and client contacts without worrying about per-seat fees. |
| White-Labeling | Rebrand the platform with your agency's logo and color scheme. | Offer a branded marketing automation suite to clients, enhancing your agency's perceived value and authority. |
| Built-in Marketing Tools | Includes email automation, landing pages, forms, and social media management. | Execute and manage comprehensive marketing campaigns for multiple clients from a single, unified platform. |
| Agency Partner Program | Provides dedicated onboarding, support, and revenue share opportunities. | Leverage expert support for client setup and generate additional revenue by reselling the platform. |
Pricing: Pricing is based on the number of contacts and is typically provided via a custom quote or demo. A mandatory onboarding package is required for new agencies.
Best For: Marketing agencies that want a comprehensive, rebrandable marketing automation and CRM platform with a supportive partner program and predictable, user-agnostic pricing.
4. Pipedrive
Pipedrive is a sales-first CRM designed to streamline the process of winning new business, making it an excellent choice for agencies focused on growth and client acquisition. Its core strength lies in its highly visual, drag-and-drop pipeline interface, which allows agency sales teams to track deals through every stage, from initial contact to closed-won. Unlike more complex, all-in-one platforms, Pipedrive prioritizes ease of use and rapid adoption, ensuring that your team can start managing their sales activities with minimal training. It's trusted by over 100,000 companies across 179 countries.
While it doesn't offer the native multi-client account structure of platforms like HighLevel, its focused approach to sales management makes it one of the best CRM for agencies that need a dedicated tool for their new business development efforts. The platform encourages an activity-based selling methodology, prompting users to schedule their next action for every deal. Pipedrive reports that users who actively set next activities close 16% more deals. This helps maintain momentum and prevent opportunities from falling through the cracks.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Visual Sales Pipelines | Customize multiple drag-and-drop pipelines to mirror your agency's sales process. | Track new client leads, upsell opportunities, and partnership deals in distinct, easy-to-manage pipelines. |
| Activity-Based Selling | Prompts users to schedule a next activity (call, email, meeting) for every deal. | Ensures consistent follow-up with prospects and prevents deals from stalling in the pipeline. |
| 500+ Integrations | Connects with tools like Slack, Asana, Trello, and major email marketing platforms. | Build a customized tech stack by syncing sales data with project management and communication tools. |
| Optional Add-Ons | Extend functionality with add-ons for web visitor tracking, email marketing, and projects. | Scale the platform's capabilities as your agency's needs grow, adding project management post-sale. |
Pricing: Plans are per-user and start at the Essential plan for €14.90/user/month. The popular Professional plan, which includes e-signatures and more robust features, is €49.90/user/month.
Best For: Sales-focused agencies that need an intuitive, powerful, and easy-to-adopt CRM specifically for managing their new business pipeline and sales team activities.
5. Zoho CRM
Zoho CRM is a highly versatile and cost-effective platform that stands out for its deep customization and extensive integration within the Zoho ecosystem. Unlike niche agency platforms, Zoho offers a comprehensive business operating system, allowing agencies to manage sales, projects, accounting, and more from a single vendor. Its strength lies in powerful automation, driven by its AI assistant, Zia, and visual process management tools like Blueprints, which enforce specific sales or client onboarding protocols. For example, a Blueprint could require a project manager to complete a "Client Kickoff Checklist" before a deal can be moved to "In Progress."
The platform's Canvas design studio allows agencies to completely redesign the CRM interface on a per-user basis, creating a bespoke experience that matches their workflow or brand aesthetics. This level of control makes it a strong contender for the best CRM for agencies that require a solution tailored to unique internal processes without the high cost of custom development. While the initial setup can be more involved than simpler CRMs, the long-term payoff is a system that perfectly aligns with your agency's operational needs.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Blueprint Automation | Design and enforce rigid sales, onboarding, or project management processes. | Standardize client intake and project handoffs, ensuring no critical steps are missed. |
| Canvas UI Designer | A drag-and-drop editor to completely customize the CRM's user interface. | Create a simplified view for account managers and a data-rich view for leadership. |
| Zia AI Assistant | Provides predictive analytics, task automation, and data enrichment. | Get AI-powered suggestions on the best time to contact leads or identify at-risk accounts. |
| Extensive Zoho Suite | Seamlessly integrates with 50+ Zoho apps like Projects, Books, Campaigns, and more. | Manage client projects, invoicing, and marketing campaigns from one integrated ecosystem. |
Pricing: A free version is available for up to 3 users. Paid plans start at $14/user/month (billed annually), with the popular Professional plan at $23/user/month.
Best For: Agencies of all sizes looking for a highly customizable and affordable CRM that can scale into a full business management suite by leveraging the broader Zoho ecosystem.
6. Salesforce Sales Cloud
Salesforce Sales Cloud is the undisputed market leader in the CRM space, commanding over 33% of the market share. It offers an enterprise-grade platform known for its unparalleled customization and scalability. For large agencies, particularly those managing complex client portfolios or multi-team operations, Salesforce provides a robust framework to build highly specific workflows. Its power lies in its ability to be molded to any business process, from intricate client onboarding sequences to sophisticated, multi-stage sales cycles and detailed project management.
Unlike out-of-the-box solutions, Salesforce allows agencies to build a truly bespoke operational hub. The extensive AppExchange marketplace offers over 7,000 integrations, connecting everything from accounting software to marketing automation tools. This makes it a strong contender for the best crm for agencies that require deep integration and have the resources for implementation. For agencies considering this powerful platform, understanding how to navigate potential hurdles is key; learning about overcoming Salesforce deployment issues is crucial for a smooth integration and successful operation. A well-implemented CRM is also foundational to nurturing client connections, a key aspect of how to build client relationships that last.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Advanced Automation | Use Process Builder and Flow to automate complex, multi-step business processes. | Automate client reporting, project stage updates, and resource allocation. |
| AppExchange Marketplace | Access thousands of third-party apps to extend CRM functionality. | Integrate specialized tools for project management, finance, or analytics without custom code. |
| Customization & APIs | Highly flexible objects, fields, and layouts, with robust APIs for custom development. | Build a completely tailored CRM that mirrors your agency's unique service delivery model. |
| Forecasting & Quoting | Advanced tools for sales forecasting, territory management, and quote generation. | Accurately predict agency revenue, manage sales team performance, and streamline proposal creation. |
Pricing: Plans start at $25/user/month (billed annually) for the Starter Suite. More comprehensive plans like Professional and Enterprise cost $80 and $165 per user/month, respectively.
Best For: Larger agencies or those with enterprise-level clients that require a highly customized, scalable CRM and have the dedicated resources for implementation and ongoing management.
7. Keap (formerly Infusionsoft)
Keap, formerly known as Infusionsoft, is a veteran in the CRM and marketing automation space, specifically tailored for small businesses. For agencies, its strength lies in creating sophisticated, repeatable sales and marketing playbooks for clients who need more than just a contact database. The platform combines CRM, email and SMS marketing, appointment scheduling, and integrated payment processing into a single, cohesive system. This all-in-one approach is ideal for agencies managing service-based clients who require robust automation to nurture leads and streamline client onboarding.
Unlike platforms focused solely on agency-level management, Keap excels at being the operational hub you implement for your clients. Its visual campaign builder allows you to map out complex customer journeys with conditional logic. For example, an agency could build a sequence that automatically sends a follow-up SMS if an email isn't opened within 24 hours. These can then be saved as templates and deployed across multiple client accounts. This makes it one of the best CRM for agencies that standardize their service delivery and want a powerful, client-facing tool to execute their strategies.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Advanced Automation Builder | A drag-and-drop canvas for creating marketing and sales funnels. | Build and deploy standardized, high-converting automation campaigns for clients. |
| Integrated Payments & Invoicing | Connect Keap Pay for flat-fee payment processing directly within the CRM. | Help clients automate invoicing and collect payments tied to specific campaign goals. |
| Business Line & Texting | Provides a dedicated business phone number for calls and texts with bundled minutes. | Manage client text message campaigns and sales follow-ups directly from the CRM. |
| Expert Coaching & Services | Offers optional paid services for data migration, setup, and strategy. | Outsource the technical implementation for new clients, saving agency time. |
Pricing: Plans start at $159/month for 2 users and 1,500 contacts. Pricing increases based on the number of contacts and users.
Best For: Agencies that serve small to mid-sized businesses and specialize in building and managing sophisticated, automated sales and marketing funnels on behalf of their clients.
8. ActiveCampaign
ActiveCampaign is a customer experience automation platform that combines powerful email marketing, automation, and a sales CRM into one cohesive system. While not exclusively an agency platform, its robust Agency Partner Program makes it a compelling choice. This program allows agencies to manage multiple client accounts from a single dashboard, with tiered discounts (up to 30%) and the option to resell the platform, creating a valuable service layer for clients who need sophisticated automation.
The platform excels at creating complex, behavior-driven automations that go far beyond simple email sequences. For example, an agency could set up a workflow that automatically creates a deal in the sales pipeline when a contact visits the pricing page three times in one week. For agencies focused on lifecycle marketing, ActiveCampaign provides the tools to nurture leads from awareness to advocacy with precision. Its visual automation builder is one of the most intuitive and powerful on the market, making it one of the best CRM for agencies that specialize in deep marketing funnel optimization. You can see how these intricate systems work by exploring some marketing automation workflow examples to inspire your client campaigns.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Advanced Automations | Visual workflow builder with conditional logic, lead scoring, and goal tracking. | Design sophisticated lead nurturing and customer onboarding sequences for clients. |
| Integrated Sales CRM | A built-in CRM with pipelines, deal stages, and task management. | Manage your agency's sales process or provide clients with a unified sales and marketing tool. |
| Agency Partner Program | Provides multi-account management, tiered reseller discounts, and co-marketing resources. | Resell ActiveCampaign to clients at a profit or manage their accounts efficiently. |
| Multichannel Messaging | Engage contacts via email, SMS, site messages, and social media integrations. | Execute holistic client campaigns that reach customers on their preferred channels. |
Pricing: Pricing is contact-based, starting around $29/month for the Marketing Lite plan. The popular Plus plan, which includes the CRM, starts at $49/month. Agency partner pricing provides significant discounts.
Best For: Marketing and automation-focused agencies that need to build and manage sophisticated, multi-touch customer journeys for their clients and want to generate revenue by reselling a powerful platform.
9. Vendasta
Vendasta offers a comprehensive white-label platform designed as a turnkey operating system for agencies that resell digital solutions. Rather than just a CRM, it provides an entire ecosystem that includes a partner-facing CRM for managing your own pipeline, a marketplace of resellable products, and a client-facing portal. This integrated approach allows agencies to manage sales, fulfillment, and billing from a single, unified dashboard, all under their own brand.
The platform’s core strength is its marketplace, which enables you to bundle and resell a wide array of third-party digital services—from Constant Contact email marketing to Yext local listings management—alongside your own offerings. This model makes Vendasta one of the best CRM for agencies focused on becoming a one-stop-shop for their clients. It provides the infrastructure to not only manage client relationships but also to scale service delivery and revenue through a white-label product suite.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Partner CRM | A built-in CRM for managing your agency's sales pipeline and opportunities. | Track your own leads and deals separately from client-facing activities. |
| White-Label Client Portal | Provide each client with a branded portal to access their products and reporting. | Enhance client experience and stickiness by offering a professional, unified login. |
| Marketplace | Access a curated marketplace of over 250 resellable digital products and services. | Quickly expand your agency's service offerings without in-house development. |
| Snapshot Reports | Automated prospecting reports to identify client needs and create sales opportunities. | Use data-driven insights to start sales conversations with new prospects. |
Pricing: Plans start at $159/month for the Essentials tier. The most popular Growth plan is $649/month, offering more features and lower wholesale pricing.
Best For: Agencies that want to scale by reselling a wide range of white-label digital products and services, managing sales, marketing, and fulfillment from one platform.
10. Scoro
Scoro is an end-to-end work management platform that blurs the line between a traditional CRM and a full-fledged professional services automation (PSA) tool. Its core strength lies in providing a single source of truth from the initial sales quote to the final invoice, making it a powerful choice for agencies struggling with fragmented data across multiple systems. The platform is designed to connect sales activities directly with project delivery, resource planning, and financial reporting.
This integrated quote-to-cash workflow is Scoro’s key differentiator. For instance, once a quote is approved in the CRM, Scoro can automatically create a project, assign tasks, and allocate team members' time based on their availability, all while tracking the project's profitability in real-time. By linking sales pipeline data to project profitability and team capacity, it gives agency leaders unparalleled visibility into their business health. This holistic view makes Scoro one of the best CRM for agencies focused on operational efficiency and maximizing billable hours.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Quote-to-Cash Workflow | Connects sales pipeline, quoting, projects, time tracking, and billing. | Gain real-time visibility into project profitability from the initial quote. |
| Resource Planning | Utilize Gantt charts and capacity dashboards to allocate team members. | Prevent overbooking and ensure projects are staffed for on-time delivery. |
| Profitability Tracking | Track billable vs. non-billable hours and monitor project budgets in real-time. | Identify which clients and projects are most profitable and where margins are slipping. |
| Financial Dashboards | Provides comprehensive reporting on revenue forecasts, invoices, and expenses. | Make data-driven decisions on financial planning and business growth. |
Pricing: Pricing starts from $26 per user/month, with a mandatory minimum of 5 users. Custom onboarding is often required for implementation.
Best For: Creative, digital, and professional service agencies that need a unified platform to manage sales, projects, and financials, and are looking to improve profitability and resource utilization.
11. G2
While not a CRM itself, G2 is an indispensable resource for any agency navigating the crowded software market. It serves as a large comparison marketplace offering up-to-date rankings, verified user reviews, and comprehensive editorial roundups for hundreds of CRM platforms. For agencies, G2’s value lies in its ability to help shortlist options, benchmark user satisfaction, and validate features against real-world feedback before committing to a costly implementation. The site hosts over 2.4 million verified user reviews.
Instead of relying solely on a vendor's marketing claims, you can leverage G2’s extensive library of reviews filtered by company size and industry to find out how a platform truly performs for businesses like yours. For example, a marketing agency with 25 employees could filter reviews specifically from other mid-sized agencies to see how a CRM like Salesforce compares to HubSpot in a similar environment. The platform's Grid® reports provide a quick visual guide to identify industry leaders, making G2 a critical tool for finding the best CRM for agencies.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Verified User Reviews | A massive database of in-depth reviews from authenticated users. | Filter reviews by agency size or industry to see how a CRM performs for similar companies. |
| Grid® Reports | Visual charts that rank CRMs based on user satisfaction and market presence scores. | Quickly identify market leaders, contenders, and niche players to build a shortlist. |
| Side-by-Side Comparisons | Tools to compare up to four products at once across features, pricing, and ratings. | Objectively evaluate top contenders against your specific feature requirements. |
| Category Filtering | Drill down into specific CRM categories like "Agency Management" or "Real Estate CRM". | Discover specialized CRMs that are custom-built for your industry or business model. |
Pricing: G2 is free for software buyers to use for research and reviews. Vendors pay for premium profiles and access to buyer intent data.
Best For: Any agency in the research phase of selecting a new CRM. It's an essential due diligence tool for comparing solutions, validating vendor claims, and making a data-informed purchasing decision.
12. Capterra
Capterra is not a CRM itself but a comprehensive software directory that serves as an invaluable research tool for agencies. Instead of providing a single solution, it offers a meta-view of the entire CRM landscape, allowing agencies to compare dozens of platforms side-by-side. Its strength lies in its robust filtering system and aggregated user reviews, which help decision-makers move beyond marketing claims and evaluate tools based on real-world performance. The platform organizes software into specific categories, complete with buyer's guides and comparison tools.
This resource is essential for any agency conducting due diligence to find the best CRM for agencies tailored to their unique workflow. By using filters for industry, company size, and specific features like "project management" or "client portals," you can quickly narrow down a massive market into a manageable shortlist. For instance, an agency could filter for CRMs with under a $50/user/month price point that integrate with QuickBooks and are rated 4.5 stars or higher by users. Capterra’s transparency about sponsored listings also helps you understand the marketplace dynamics while researching.
Key Features & Considerations
| Feature | Details | Agency Use Case |
|---|---|---|
| Advanced Filtering | Filter CRM options by features, pricing models, user count, and industry specialization. | Quickly identify CRMs built for marketing agencies or those with essential features like white-labeling. |
| Buyer Guides & Reports | Access educational content, trend reports, and guides on how to choose CRM software. | Educate your team on what to look for and make a more informed purchasing decision. |
| Verified User Reviews | Read detailed pros and cons from verified users of each CRM platform. | Gain unbiased insights into a platform’s real-world strengths and weaknesses beyond the sales pitch. |
| Comparison Tools | Select up to four software products to compare their features, pricing, and ratings head-to-head. | Objectively evaluate your top contenders to see how they stack up against each other on key criteria. |
Pricing: Free to use for research. Pricing for individual CRMs listed on the platform varies.
Best For: Agencies in the initial research phase that need to compare a wide range of CRM options and gather unbiased user feedback before creating a shortlist.
Top 12 CRM Platforms Feature & Pricing Comparison
| Product | Core Features & Capabilities | User Experience & Quality ★★★★☆ | Value & Pricing 💰 | Target Audience 👥 | Unique Selling Points ✨ |
|---|---|---|---|---|---|
| HighLevel (GoHighLevel) | AI-enabled CRM, unlimited sub-accounts, white-labeling | Purpose-built for multi-client agencies ★★★★☆ | Clear monthly fees, potential AI extra costs 💰 | Agencies managing multiple clients 👥 | White-label app, AI employee/voice options 🏆 |
| HubSpot | Free CRM + scalable hubs, large integrations | Easy start, extensive docs, strong reporting ★★★★ | Seat-based pricing, onboarding fees at some tiers 💰 | Startups to mid-market agencies 👥 | Popular partner program, scalable hubs ✨ |
| SharpSpring | Marketing automation + CRM, unlimited users, white-label | Agency-friendly, all-in-one toolset ★★★★ | Pricing via demo/quote, onboarding required 💰 | Agencies needing agency plans 👥 | Revenue-share, rebrandable assets 🏆 |
| Pipedrive | Visual pipelines, 500+ integrations, forecasting | Quick setup, sales team friendly ★★★★ | Transparent per-seat pricing, add-ons increase cost 💰 | Sales teams, SMB agencies 👥 | Strong pipeline visualization, native e-sign ✨ |
| Zoho CRM | Multichannel engagement, AI automation (Zia), customization | Competitive pricing, broad app ecosystem ★★★★ | Affordable with feature tiers 💰 | Agencies needing broad toolsets 👥 | Canvas UI, BI in higher tiers ✨ |
| Salesforce Sales Cloud | Enterprise-grade, advanced automation/analytics | Highly customizable, complex setup ★★★★☆ | Expensive, many add-ons 💰 | Large agencies, complex operations 👥 | Extensive partner ecosystem, AI Suite 🏆 |
| Keap (formerly Infusionsoft) | Drag-and-drop automation, integrated payments | All-in-one SMB focus, pro services available ★★★ | Higher scale pricing, messaging limits 💰 | SMB agencies, automation seekers 👥 | Integrated payments, pro services ✨ |
| ActiveCampaign | Advanced automation, 900+ integrations, Agency Program | Strong lifecycle marketing automations ★★★★ | Contact-based pricing, complex interface 💰 | Agencies focused on lifecycle marketing 👥 | Agency reseller discounts, lead scoring 🏆 |
| Vendasta | White-label CRM, client portal, marketplace & billing | Turnkey agency OS, scalable client management ★★★ | Additional costs for add-ons 💰 | Agencies reselling digital solutions 👥 | White-label client portal, marketplace ✨ |
| Scoro | CRM + project, time tracking, billing, financial reports | Strong quote-to-cash visibility ★★★★ | Minimum 5 users, complex setup, EUR pricing 💰 | Creative/digital agencies 👥 | PSA integration, resource planning dashboards ✨ |
| G2 | CRM rankings, verified reviews, editorial roundups | Large review volume, useful benchmarking ★★★★ | Free marketplace for buyers 💰 | Agencies researching CRM options 👥 | Verified user reviews, buyer intent data ✨ |
| Capterra | Software directory, buyer guides, pricing transparency | Easy scanning, buyer education ★★★ | Free with sponsored profiles 💰 | Agencies comparing many tools 👥 | Filtered search, comprehensive guides ✨ |
Making Your Final Decision: Connecting Your CRM to a Pipeline of Opportunities
Navigating the landscape of CRM platforms can feel overwhelming, but making an informed choice is a critical step toward scaling your agency. Throughout this guide, we've explored a diverse range of solutions, from all-in-one powerhouses like HubSpot and HighLevel to specialized tools like Pipedrive for sales-focused teams and Scoro for comprehensive work management. The key takeaway is that there is no single "best" platform; the right choice is deeply personal to your agency's unique operational needs, client base, and growth ambitions.
Your decision-making process should be a strategic exercise, not just a feature comparison. If your agency thrives on reselling white-label marketing services, platforms like Vendasta or HighLevel offer a built-in business model. For creative studios managing intricate projects with multiple stakeholders, the robust project management and financial tools in a platform like Scoro are indispensable. Conversely, a performance marketing agency laser-focused on lead conversion and sales velocity might find the streamlined, activity-based workflow of Pipedrive to be the perfect fit.
How to Build Your Shortlist and Make a Confident Choice
To move from analysis to action, distill your findings into a practical evaluation plan. Don't let feature paralysis derail your progress. Instead, focus on the core functionalities that will have the most significant impact on your daily operations and long-term goals.
Here’s a structured approach to finalize your decision:
- Identify Your Non-Negotiables: Based on our reviews, create a list of 3-5 absolute must-have features. Is it a native proposal and invoicing system? A built-in marketing automation suite? Or perhaps an open API for seamless integration with your existing tech stack? For example, "Must integrate with QuickBooks" or "Must have a white-label mobile app for clients."
- Define Your Budget Realistically: Consider both the immediate subscription cost and the potential for future expenses as your team grows. Look at per-user pricing, contact limits, and add-on modules to forecast your total cost of ownership over the next 1-2 years. A platform might seem cheap at $30/user/month, but if it requires a $15/user/month add-on for a key feature, your actual cost is 50% higher.
- Run Hands-On Trials: Theory is no substitute for practice. Shortlist your top 2-3 contenders and sign up for their free trials. Involve the team members who will use the CRM daily. Task them with running real-world scenarios, such as adding a new lead, building a sales pipeline, and logging a client interaction.
- Evaluate the User Experience (UX): A powerful CRM with a clunky interface will lead to poor adoption. During your trial, assess how intuitive the platform feels. Can your team find what they need without extensive training? A clean, user-friendly design is crucial for ensuring the tool becomes an asset, not a burden.
Choosing the best CRM for agencies is fundamentally about aligning technology with your business strategy. This alignment ensures the platform you select today will support your growth for years to come.
Beyond the Tool: Fueling Your Growth Engine
Ultimately, a CRM is a vessel. Its true power is only unleashed when it’s filled with a steady stream of qualified opportunities. Once you've chosen your platform, the next critical step is to build a robust system for lead generation that keeps your pipeline full. This involves more than just managing contacts; it requires a deep and practical knowledge of how deals move from one stage to the next. For a stronger foundation, investing time in understanding sales pipeline stages will help your team standardize its process and maximize conversion rates within your new CRM.
The most successful agencies combine a powerful CRM with a high-quality, targeted lead source. By automating the top of your funnel, you empower your team to focus on what they do best: building relationships and closing deals. This synergy between technology and data is the engine of predictable, scalable agency growth.
Ready to fill your new CRM with high-intent leads? FundedIQ delivers curated lists of recently funded startups, complete with verified contact data, so your team can connect with decision-makers who have the budget and immediate need for your services. Stop prospecting and start closing by visiting FundedIQ to see how it works.
