In most companies today, there is hardly any question as to whether a customer relationship management system (CRM) should be integrated into sales, marketing, and customer service. Market conditions are becoming increasingly complex. A data-based, personalized approach to target groups and automated processes throughout the entire customer lifecycle can therefore become a decisive competitive advantage.
For many managers—and probably for you too—the question is more about which CRM best suits your specific requirements. Since this is a decision with long-term implications and a not inconsiderable cost factor, it is important to weigh up the options carefully. To help you do this, we have taken a closer look at three of the best-known solutions in our CRM comparison: Laut vs. Salesforce vs. Microsoft Dynamics. Where can you get the most value for your investment? Find out here!
What does the right CRM need to be able to do for me?
A CRM is much more than a digital contact list – it accompanies prospects from the first touchpoint to a long-term customer relationship and supports teams in managing this development in a targeted manner. For this to succeed, the system must not feel like a foreign body. It should fit in with established processes (or be adaptable to them) and not the other way around.
In practice, it is actually less the technology that causes problems when introducing a CRM, but rather the lack of acceptance. According to research by the CRM experts at Vantage Point, this is actually the main reason why CRM projects fail, accounting for 38 percent of cases. No matter how powerful a solution may be, if it seems cumbersome in everyday use because it does not properly meet your needs, its usefulness will remain very limited.
So before you start evaluating a particular product in a CRM comparison between HubSpot, Salesforce, and Microsoft Dynamics, you should first clarify your own requirements. Ask yourself the following questions first. Incidentally, the answers to most of these questions also directly determine the price.
What scope does the CRM need to cover?
The size and structure of a company largely determine what a CRM needs to be able to do. A business with a few dozen employees needs different functions than a corporation with several thousand users. Security requirements, rights management, and process stability become more important as an organization grows.
In smaller companies, flexibility is paramount. Managers want to be able to flexibly customize fields, quickly manage users, or block access without the need for external specialists. At the same time, the system must remain clear so that it does not slow down day-to-day business. Added to this is the question of data volume. Contacts, deals, and activities also grow over time and can reach technical limits.
The operating model is equally relevant. Cloud-based solutions allow quick access from anywhere and reduce internal IT costs. However, some companies still prefer local installations or hybrid approaches for compliance or integration reasons. The fundamental decision between “cloud vs. on-premise or hybrid cloud” has a direct impact on the selection of suitable systems.
Which functions are really necessary?
Every company works differently – processes, target groups, and growth plans usually differ significantly. A CRM should be able to reflect this individuality instead of limiting it. That's why it's worth critically questioning the actual functional requirements.
Most systems offer a wide range of features to cover as many use cases as possible. However, this does not automatically mean added value for users. Paying for features that are not relevant in everyday use unnecessarily strains the budget and runs the risk of confusing users. Beginners in particular often overestimate their needs.
It makes sense to define core processes and build on them. These usually include lead capture, quote tracking, or service tickets. Additional functions can (ideally) be added later in a flexible manner, provided the system is designed accordingly. User roles should also be considered separately. Sales, marketing, and service require different tools, not necessarily identical licensing models.
A customizable CRM offers clear advantages here. It grows with the company and allows functions to be activated specifically when they are really needed.
What about CRM integrations?
A CRM usually only fully unleashes its benefits when it does not work in isolation. The goal is to simplify processes and make data available centrally. That's why connectivity to existing systems plays a central role in the selection process.
In addition to common office applications, it should also be possible to integrate specialized departmental software. This includes, for example, programs for automated accounting, ERP software, web forms, e-commerce platforms, or email marketing tools. The smoother these connections work, the less manual work is required.
A well-integrated CRM does not replace existing systems, but connects them in a meaningful way. This creates end-to-end processes and ultimately a consistent view of the customer, which is so important today. Missing or limited interfaces, on the other hand, quickly lead (again) to isolated solutions and increased susceptibility to errors.
Do you really need a specialized solution for your niche?
For some companies, niche CRMs seem particularly useful at first glance. However, it is worth taking a closer look. Such tools often have a small user base, are comparatively limited due to their high degree of specialization, and may also be relatively new to the market. These three factors can pose certain challenges. Often, development and maintenance costs are spread across a small number of customers and are therefore relatively high. In addition, functions are almost always less proven in practice than those of larger companies, simply because of the smaller user base.
Experience shows that companies with traditional sales, marketing, and service processes, even if they operate in a very specific niche, are usually best positioned with an established standard that can be flexibly adapted. With these systems, you benefit from guaranteed further development, a wide range of expansion options, and, last but not least, long-term support.
What kind of support do you want or need?
No CRM works without training. Even software that is familiar in theory can only be fully understood through practical use. This makes it all the more important not to be left alone with your questions. Help can be provided in various ways. Some providers offer documentation, learning platforms, video tutorials, or knowledge databases.
The HubSpot Academy, for example, offers a variety of course formats to choose from, supporting you from your first steps in CRM to increasing growth through strategic use. We recently addressed the question of when m make sense in a detailed article.
Active user communities provide further added value. Exchanging ideas with other users provides practical solutions and saves time. Especially in the initial phase, the quality of this support often determines how quickly a CRM is used productively and whether it is accepted by the team at all.
Don't forget the GDPR!
Since the entry into force of the European General Data Protection Regulation (GDPR), companies have a greater responsibility than ever to manage personal information correctly. A CRM must therefore meet technical and organizational requirements in order to fully comply with the GDPR.
This includes storing data on GDPR-compliant servers within the EU, transparent access controls, and the ability to efficiently process requests for information and deletion. Customers have the right to know what information is stored and can request its removal at any time.
Without such mechanisms, there is an increased risk of serious warnings. At the same time, the effort required for correct data processing increases significantly. A centralized, data protection-compliant CRM reduces the associated risks and noticeably reduces the workload for teams.
HubSpot, Salesforce, and Microsoft Dynamics presented
After considering the above questions about the right CRM, you should have a clear idea of your needs, which you can now apply to the systems in comparison. We will revisit key factors in our summary. Before we compare HubSpot, Salesforce, and Microsoft Dynamics directly and with all the important data, let's first look at them individually.
HubSpot CRM – flexible and modular for all company sizes
HubSpot connects marketing, sales, and customer service on a shared platform. All relevant data flows together centrally, creating transparency across the entire customer lifecycle. Each area has its own modules that can be used and expanded independently of each other, but also work together perfectly.
A key advantage is its user-friendliness. Even users without a technical background can quickly find their way around. In many cases, implementation can be completed within a few weeks – meaning that the implementation costs for the CRM are comparatively low.
Particularly interesting in the context of startups: you have the opportunity to start with a free basic CRM and gradually add functions as your needs grow. HubSpot's modular structure allows for precise adaptation to all possible company sizes and team structures.
In addition, artificial intelligence supports various areas of customer care. For example, you have the option of automatically creating content, integrating intelligent chatbots, performing data-based lead evaluations, or even conducting AI-supported tests to optimize campaigns.
Currently (as of February 2026), more than 2,000 integrations are available, supplemented by a well-documented API. In terms of data protection, HubSpot offers partners from Germany servers in Frankfurt am Main and implements efficient functions for data deletion, logging, and compliance with information obligations.
Salesforce – the first choice for many large, globally active companies
The CRM system from Salesforce is one of the most comprehensive platforms on the market. It is primarily aimed at organizations with complex sales structures, many users, and highly individual requirements. Customizability and scalability are among the solution's greatest strengths.
Salesforce is particularly powerful when it comes to evaluating sales data. Dashboards and analysis functions provide deep insights into sales opportunities, success factors, and pipeline developments. The integrated AI Einstein helps with forecasts, recommendations, and the development of highly personalized customer interactions.
Another important feature is the large AppExchange marketplace, which offers thousands of extensions that can be used to expand the functions in countless ways. This creates a highly flexible ecosystem that can be strongly customized.
On the other hand, we must not ignore the typically high setup costs with considerable implementation costs for the CRM. Added to this is a comparatively steep learning curve. Salesforce also offers a permanently free plan. Entry-level prices start in the low double digits per user and increase significantly with the range of functions. With integrated solutions for marketing automation, prices quickly rise to the higher four-digit monthly range. For data protection, Salesforce provides EU-based hosting options and extensive security features.
Microsoft Dynamics – modular and optimally integrated into the Microsoft ecosystem.
Microsoft Dynamics 365 is primarily aimed at companies that already work extensively with Microsoft products. Outlook, Teams, SharePoint, and other applications are closely integrated, allowing familiar workflows to continue.
Sales processes benefit from AI-powered analytics – emails, calls, and meetings automatically provide actionable data. The AI Copilot creates summaries, recognizes moods, and helps prioritize leads across the board. Individual workflows, fields, and dashboards can also be flexibly designed.
Dynamics 365 is suitable for organizations of various sizes and is the only one of the three solutions that can also be operated in an on-premises environment. This offers additional options for companies with special data storage requirements.
In terms of price, Dynamics 365 is in the upper segment with entry-level costs of around 56 euros per user per month. The calculation varies depending on the edition, user role, and AI functions. Hosting is also based on European data centers.
HubSpot vs. Salesforce vs. Microsoft Dynamics in direct comparison
Conclusion
HubSpot, Salesforce, or Microsoft Dynamics? As you probably already expected, we can't give you a blanket answer here. Each of the three systems addresses different business orientations, priorities, and working methods. That's precisely why, in the end, it's not the scope of the feature list that matters, but rather finding the right answer to the question of which CRM is a good long-term fit for your business model.
Salesforce often shines when highly complex sales structures, numerous customizations, and international scaling are required. Companies with specialized teams and their own administrators benefit from the enormous depth of the system. The price for this is (literally) higher license costs, but also greater setup effort and longer implementation phases.
Microsoft Dynamics really shows its strengths in organizations that already work in the Microsoft environment. Its close integration with Outlook, Teams, SharePoint, and others makes it easy to get started and supports established sales processes in a very organic way. For companies with high system integration requirements or the need for a hybrid operating structure (cloud and on-premises), Dynamics offers special options that other solutions don't cover.
HubSpot clearly positions itself as a platform that wants to make getting started and growing easy. Its modular structure allows you to start small and add features step by step. Marketing, sales, and service all access the same database, which simplifies coordination, creates transparency, and overall provides better conditions for collaboration. This creates a very balanced relationship between costs, benefits, and flexible expandability, especially for small and medium-sized businesses, but also for growing organizations without a large IT department.
Overall, it is clear that for most companies, HubSpot offers the greatest flexibility with a manageable investment risk. The system can be quickly implemented and adapted to changing requirements without immediately incurring high additional costs. This is precisely why it often offers the best value for money. However, this is no substitute for a well-informed decision. Given the far-reaching strategic importance of a CRM system, there is hardly any way around individual consultation.
FAQ
Which CRM system is the best?
The best CRM is always the one that fits your processes, team size, and goals. Salesforce is particularly suitable for very complex sales organizations, while Microsoft Dynamics is ideal for companies with a strong Microsoft focus. HubSpot offers a balanced solution for many use cases in small, medium, and growing organizations and can be flexibly developed further.
Is HubSpot CRM really free?
Yes. The basic version of HubSpot CRM is permanently free for two users. It covers key functions such as contact management, deal tracking, and simple automations. Advanced marketing, sales, and service features start at around $10 per month. Professional packages cost around €800 per month, depending on the hub, while Enterprise is available from approximately €3,300 per month (as of February 2026).
How much do Salesforce CRM and Microsoft Dynamics CRM cost?
Salesforce starts in the low double digits per user per month (around €25), with costs increasing significantly with the range of features. The rate for large companies is around €175 per user per month – and up to €550 for Agentforce 1. Microsoft Dynamics has a starting cost of around €56 per user per month. Depending on the edition, user role, and AI features used, the price can then rise to €130. In both cases, there are often additional costs for implementation and customization.
Posted by:
Jens is the co-founder of bakedwith, a boutique consultancy firm specialising in smart automation and AI. He helps medium-sized companies and corporations to optimise processes, reduce manual work and achieve growth through efficient workflows. Previously, he was Growth Lead at OMR and worked as a freelancer, helping numerous companies optimise their CRM and automation systems. Jens is passionate about combining growth and efficiency to enable teams to focus on what matters most.
