CRM systems in comparison: the top 3 Salesforce alternatives

Efficient processes, a personalized customer approach and forward-looking business decisions have long since become success factors for companies – and with them customer relationship management (CRM) systems. Salesforce has led the CRM market for years and holds over twenty percent of the global market share.

However, the range of software solutions for all customer management activities is constantly increasing. With Microsoft Dynamics 365, HubSpot and the BSI Customer Suite, we have taken a closer look at three serious competitors to Salesforce.

Microsoft Dynamics 365 is one of the three leading CRM systems. However, with a market share of around five percent, it is well behind Salesforce. Similar to Salesforce, Dynamics 365 offers an extensive range of tools and is suitable for companies of all sizes. Thanks to add-ons and flexible price plans, it can be easily adapted to individual and industry-specific business requirements.

Both systems cover all aspects of customer management, but differ in their core functions and areas of application. And while Salesforce is exclusively cloud-based, Dynamics 365 is available both as a cloud and on-premise solution.

The Microsoft Dynamics 365 ecosystem

Salesforce and Microsoft offer powerful CRM solutions. However, their standard functions are often not sufficient to cover all of a company’s requirements. This is why both allow third-party providers to run native applications on their platforms.

Salesforce bundles its ecosystem in AppExchange, its own B2B app store with over 6,000 third-party solutions. Companies from all industries can find suitable extensions there, supplement their systems and thus master individual challenges.

Microsoft’s counterpart AppSource is younger and lagged behind for a long time – but has caught up. It now also offers thousands of apps for extending Dynamics 365.

As a Microsoft product, Dynamics 365 integrates seamlessly into the entire Microsoft world – ideal for companies that already work with products such as Office 365 or Dynamics 365 ERP. LinkedIn can also be easily connected as part of the Microsoft product portfolio. This is an advantage for companies that use it to research potential new customers and maintain contacts.

Salesforce also enables integration with Microsoft products, albeit not as smoothly as Dynamics 365.

The Microsoft Dynamics 365 training program

With Trailhead, Salesforce offers a free learning platform on which users can build Salesforce skills in a fun way. Interactive learning paths, known as trails, allow users to learn at their own pace.

Microsoft Learn follows a similar concept, but covers a broader spectrum and offers training for all Microsoft products. The content on Dynamics 365 is extensive, but less gamified. In addition, unlike Trailhead, there is no dedicated sandbox environment for practical exercises.

What both platforms have in common are their communities for exchanging ideas with experts and other users: Trailblazer at Salesforce and the Dynamics 365 Community at Microsoft.

How does Microsoft Dynamics 365 use artificial intelligence?

Salesforce supports users with the Einstein AI platform: Intelligent reporting, analyses, forecasts, and automated workflows make everyday work in sales, marketing, and customer service easier – across all Salesforce products.

With Agentforce Salesforce has also ushered in a new era of collaboration between humans and artificial intelligence (AI). The autonomous AI agents proactively take on tasks, make decisions within a defined framework, and communicate in natural language.

Microsoft is also increasingly relying on AI, particularly with Copilot. The solution optimizes sales processes, strengthens customer relationships, and enables data-based decisions.

While Salesforce is pursuing a universal AI strategy with a focus on personalization and automated data analysis in all products, Microsoft is concentrating on a modular approach. It is integrating AI functions into selected apps, but is increasingly using Copilot throughout the entire system.

What does Microsoft Dynamics 365 cost?

There are various pricing options for Salesforce and Dynamics 365. Both solutions are offered as Software as a Service (SaaS) in a subscription model. The license costs are generally based on the number of users and vary depending on the edition and solution. A general price comparison is therefore not possible.

As is generally the case, the on-premise version of Dynamics 365 includes a one-off license fee and ongoing maintenance costs.

When Salesforce and HubSpot are mentioned in the same breath, it is usually two products from the CRM providers that are meant: HubSpot Marketing Hub and Salesforce Marketing Account Engagement, formerly Salesforce Pardot. Both have extremely extensive marketing automation functions, can be easily integrated into their respective software ecosystems and also have numerous interfaces to other systems.

However, HubSpot and Salesforce offer more than just their marketing solutions. Both companies offer holistic cloud platforms for marketing, sales and service. While Salesforce was designed as a CRM system from the outset, HubSpot started out as pure marketing automation software. Today, the platform comprises four core modules, known as hubs: Marketing Hub, Service Hub, Sales Hub, and Content Hub.

Who is HubSpot suitable for?

HubSpot is aimed at both small companies and large corporations, but can reach its limits when it comes to customization. Particularly specific and complex customizations can only be implemented to a limited extent with the Salesforce alternative.

HubSpot is intuitive to use. This is a particular advantage for users with no prior technical knowledge. The HubSpot Academy also offers support with training courses and materials. Compared to Trailhead, there are two key differences: it is less comprehensive, but offers free certificate courses that can also be used independently of HubSpot.

How does HubSpot use artificial intelligence?

AI plays an important role for both HubSpot and Salesforce – with significant differences. HubSpot introduced its AI functions under the name Breeze. Initially rudimentary, the range of functions is growing steadily. They help to create content, automate workflows, and provide analyses. In spring 2025, however, many features are still in the beta phase.

Breeze is more limited than Einstein, Salesforce’s AI platform, and Agentforce. Salesforce is pushing generative and predictive AI, enabling complex automated workflows and more accurate analysis, reporting, and forecasting. Functions such as AI-supported lead scoring and segmentation provide additional valuable insights – to a degree that Breeze cannot (yet) offer.

The implementation of HubSpot

HubSpot is easier and, above all, faster to implement than Salesforce. Nevertheless, it is advisable to consult experienced experts here, too. Both platforms have their own partner community.

HubSpot consultancies are usually somewhat smaller and specialize primarily in marketing strategies and their optimization. Leading Salesforce partners, on the other hand, are strongly technology-driven. They are well-versed in complex business processes and application landscapes – an advantage for large organizations with multi-layered structures.

What does HubSpot cost?

The differences in implementation and ongoing operating costs have a significant impact on the total cost of a solution. HubSpot and Salesforce offer their customers different pricing models.

HubSpot offers four price plans: The basic plan is free of charge, but limited and more suitable for very small companies or test purposes. For a small number of users, HubSpot is clearly the cheaper alternative to Salesforce.

However, if the company grows and the number of users and contacts increases, HubSpot can become expensive – and in some cases even exceed the costs of Salesforce.

The Customer Suite from the Swiss software manufacturer BSI has established itself as the leading CRM solution in the DACH region, including for banking, insurance, and retail.

Companies with industry-specific requirements benefit from the flexible solution, which integrates seamlessly into existing processes and IT environments.

The implementation of the BSI Customer Suite

BSI offers a high degree of flexibility during implementation thanks to no-code and low-code configurations. Specialist departments can therefore make adjustments independently, without extensive IT support. Nevertheless, many companies rely on partners to implement customized solutions efficiently.

Salesforce, on the other hand, is more complex and usually requires the support of specialized partners.

As out-of-the-box software, the BSI Customer Suite enables rapid implementation with ready-made modules and industry-specific solutions. Companies can use relevant functions immediately and customize them individually. Thanks to its modular structure and open technology, BSI can be easily integrated into existing business processes.

Salesforce also offers industry solutions and in some cases more comprehensive customization options, but takes longer to implement.

Integrations with the BSI Customer Suite

The BSI Customer Suite can be seamlessly integrated into existing systems such as SAP S/4HANA or Microsoft 365. The open architecture and no-code interfaces allow third-party tools and platforms to be connected without complex configuration processes. Companies with complex backend systems benefit in particular from the specially developed SAP connector.

The BSI Customer Suite covers a wide range of industry-specific requirements – for example omnichannel communication in the retail sector or automated processes in the insurance industry. This is particularly relevant for companies that need customized solutions.

At the same time, BSI relies less on third-party integrations. This is certainly one of the reasons why it can only keep up with the extensive Salesforce ecosystem and AppExchange to a limited extent.

How does the BSI Customer Suite use artificial intelligence?

BSI uses AI-supported functions to optimize processes in marketing, sales, and customer service. The AI assistant BSI Companion automates routine tasks, provides information in real time, and supports well-founded decisions. BSI also uses AI for hyper-personalization in segment-of-one marketing, cross-selling, and the optimization of customer journeys.

Unlike Salesforce, however, it does not focus on universal functions, but on industry-specific AI solutions – in line with the basic orientation of the Customer Suite. Thanks to an open source strategy, the AI models remain audit-proof and transparent.

The trainings offered by the BSI Academy

The BSI Academy offers a comprehensive range of trainings for customers, partners, and internal employees – both online and in person. Here too, unlike Salesforce, BSI focuses on industry-specific content rather than universal use of the CRM software. Companies can flexibly adapt BSI’s training formats to their requirements, while Salesforce provides highly standardized offerings.

The BSI Academy courses are subject to a fee, with prices varying depending on the scope. Salesforce, on the other hand, offers its courses free of charge via Trailhead – only certifications are subject to a fee.

The BSI Academy is supplemented by extensive documentation. However, this is not publicly accessible and is also far less standardized than Salesforce.

What does the BSI Customer Suite cost?

The costs for the BSI CRM system are not publicly available and are calculated individually on request. Still, experience has shown that industry solutions such as the BSI Customer Suite are more cost-effective than Salesforce. One of the reasons for this is that special features are already part of the standard and further customization through no-code and low-code functions requires less development effort.

The market for CRM systems is large and numerous providers are competing for customers – far more than Salesforce, Microsoft, HubSpot, and BSI. Whether a cloud or on-premise solution, specialized functions or a holistic approach, AI innovations or AI basics – before companies decide on a CRM system, they should define their requirements precisely.

What tasks should the CRM system perform? How should it fit into the existing IT landscape? And how scalable must it be in order to be able to support future expansions – even if only basic functions are required at the moment?

Dynamics 365 scores with seamless integration into existing Microsoft environments. HubSpot offers affordable, powerful functions with a clear marketing focus, especially for smaller teams. As the market leader for banking, insurance, and retail BSI focuses on industry-specific functions. And Salesforce promises maximum flexibility for complex business processes and strengthens its pioneering role with innovative AI.

Which CRM system is the right one always depends on the individual requirements. Despite all the differences, the four providers presented have one thing in common: their networks of experienced implementation partners. They assist companies from the initial idea through strategy development to implementation, training, and support. The result is a holistic customer view – the basis for sustainable success.