7 Best Lead Management & Tracking Software + Feature Comparison

Learn what features to expect & how each platform stacks up

If you’re selling B2B, the main reason you need sales software is to better manage and track your leads.

Even a small sales team (3 people) I recently talked to reported earning $1 million per year more (💵!) after getting proper lead management software in place.

With all the different lead tracking platforms out there however, it can be hard to figure out exactly what you need to up your success rate and productivity. So first, we’ll tackle that for you and give you a list of useful features to look out for. 👀

After this, we’ll use this same feature list as well as review scores from G2 to compare 7 different top lead management software platforms in detail, including pricing.

Let’s dig in! 👇


What features can you expect from lead management software?

Here’s 10 core features a lead management & tracking software platform can offer to help you better follow up leads:

  1. Visualize your leads in multiple drag-and-drop pipelines
  2. Send automated email sequences until leads reply
  3. Automatically enrich leads from both publicly available info and email signatures
  4. Track the source (and lost reason) of your leads and analyze it
  5. Get reminded to follow-up automatically when leads go inactive
  6. Track leads with integrated email & website tracking
  7. Get a live overview of what your leads are doing in an in-app notification center
  8. Digitize business leads with a built-in business card scanner
  9. Use email templates within your Gmail inbox to manage leads more productively
  10. Manage your leads fully from your inbox with a handy email sidebar

There’s a lot of useful features in there that you won’t be able to get just from an Excel sheet 😄 We’ll detail below which of these features come with each lead management software.


How can you determine what is the best lead management software for your company?

If you’re looking for good software to manage and track your leads, the above set of features can significantly boost your success rate and up your productivity. We’ve researched which platforms offer which features and have detailed them for you below.

Next to this, it is important to keep the bigger picture in mind when comparing software, because you need to make sure your team will actually use the system as well. Getting lead management software that nobody uses is pretty useless 😏

Because of that, we’ll include the current scoring for each software on G2 so you get a better idea of how they stack up. It’s broken down as follows:

  • Ease of Use
  • Ease of Setup
  • Meets Requirements
  • Quality of Support
  • Ease of Doing Business With
  • Ease of Admin

We’ll then take the average of the G2 review score, and combine it with the lead management feature score, to calculate… the final score! 🥇


The 7 Best Lead Management & Tracking Software ranked

Don’t want to read the whole comparison? 🤓

Here’s a quick overview of how the lead management software stacks up:

  1. Salesflare: 9.8/10 🏆
  2. HubSpot CRM & Sales Hub: 8.3/10
  3. Pipeliner CRM: 7.2/10
  4. Freshworks CRM: 7.0/10
  5. Pipedrive: 6.3/10
  6. Salesforce: 6.1/10
  7. Zoho CRM: 5.9/10

Want to dig into the details? Read on!


1. Salesflare [9.8/10] 🏆

manage your leads with a visual pipeline
Manage your leads like a pro through a visual pipeline ✨

If we ask our customers what they’re essentially using Salesflare for, the answer is usually: to better follow up our leads.

Our goal at Salesflare is to make following up leads super easy for you, without you having to input data to keep the system alive. And with a ton of built-in automation to make you more productive.

Salesflare (founded in 2014) is used by thousands of small and medium-sized businesses who sell to other businesses (incl. agencies, consultancies, development houses, tech companies, …). It’s top ranked across review platforms and is the #1 CRM software on Product Hunt, the leading community for product enthusiasts.

It’s very tightly integrated with Gmail and Outlook, so you don’t need to switch between your inbox and sales software while tracking leads. Plus it adds some handy features like integrated email and website tracking, email templates, and email sequences.

Use Salesflare from within your Gmail (or Outlook) inbox 💌

Without further ado, here’s an analysis of how Salesflare stacks up:

Features Salesflare offers: 10/10

  • Visualize your leads in multiple drag-and-drop pipelines
  • Send automated email sequences until leads reply
  • Automatically enrich leads from both publicly available info and email signatures
  • Track the source (and lost reason) of your leads and analyze it
  • Get reminded to follow-up automatically when leads go inactive
  • Track leads with integrated email & website tracking
  • Get a live overview of what your leads are doing in an in-app notification center
  • Digitize business leads with a built-in business card scanner
  • Use email templates within your Gmail inbox to manage leads more productively
  • Manage your leads fully from your inbox with a handy email sidebar

Features Salesflare doesn’t offer: none

G2 review scoring:

  • Ease of Use: 9.5
  • Ease of Setup: 9.5
  • Meets Requirements: 9.3
  • Quality of Support: 9.7
  • Ease of Doing Business With: 9.9
  • Ease of Admin: 9.5

Final result:

  • Lead management feature score: 10/10
  • Average G2 review score: 9.6/10
  • FINAL SCORE: 9.8/10

Pricing to get all of the above (10 features):

$49/user/month (billed annually)
$55/user/month (billed monthly)

Want to see it all in action? You can try Salesflare for free. 👈

It only takes a few minutes to sign up and get started.

We guarantee you won’t find easier and more automated lead management software! 👌

Some of the awards Salesflare has received for its ease of use, ease of setup, support, and return on investment.

2. HubSpot CRM + Sales Hub [8.3/10]

overview of a lead in HubSpot CRM

HubSpot is a marketing automation platform turned everything platform. It was founded in 2005 to make marketing automation easier.

Nowadays, HubSpot’s main selling point is offering an all-in-one solution, including marketing, sales, service and operations. If you don’t like using different apps and integrating them (using tools like Zapier and native integrations), then HubSpot might be what you’re looking for.

To get functionality that is comparable to what you’re getting with the other lead management software in this ranking, you need to get two HubSpot products: its CRM and its Sales Hub.

That makes the pricing to get all this handy functionality (8 features) quite steep, starting at $450/month billed annually (for 5 users, which is the minimum they impose).

Features HubSpot CRM + Sales Hub offers: 8/10

  • Visualize your leads in multiple drag-and-drop pipelines
  • Send automated email sequences until leads reply
  • Automatically enrich leads from both publicly available info and email signatures
  • Track the source (and lost reason) of your leads and analyze it
  • Track leads with integrated email & website tracking
  • Digitize business leads with a built-in business card scanner
  • Use email templates within your Gmail inbox to manage leads more productively
  • Manage your leads fully from your inbox with a handy email sidebar

Features HubSpot CRM + Sales Hub doesn’t offer:

  • Get reminded to follow-up automatically when leads go inactive
  • Get a live overview of what your leads are doing in an in-app notification center

G2 review scoring:

  • Ease of Use: 8.6
  • Ease of Setup: 8.3
  • Meets Requirements: 8.5
  • Quality of Support: 8.5
  • Ease of Doing Business With: 8.7
  • Ease of Admin: 8.6

Final result:

  • Lead management feature score: 8/10
  • Average G2 review score: 8.5/10
  • FINAL SCORE: 8.3/10

Pricing to get all of the above (8 features):

$90/user/month (billed annually – minimum 5 users)
$100/user/month (billed monthly – minimum 5 users)


3. Pipeliner CRM [7.2/10]

track leads in Pipeliner CRM's pipeline

Pipeliner CRM (formerly Pipelinersales) is a software company founded in 2009 with the goal of building better software for salespeople.

Although Salesflare hardly ever gets compared to Pipeliner by people who want to follow up their leads in a better way, we decided to include them in this comparison because of their clear dedication to lead management.

The software is relatively feature rich compared to the other platforms in this comparison, although also a little dated and not too easy to use.

Pipeliner’s pricing rises quite steeply as you need more functionality, which probably makes it a better fit for mid-sized companies with deep pockets.

Features Pipeliner CRM offers: 5/10

  • Visualize your leads in multiple drag-and-drop pipelines
  • Track the source (and lost reason) of your leads and analyze it
  • Get a live overview of what your leads are doing in an in-app notification center
  • Digitize business leads with a built-in business card scanner
  • Manage your leads fully from your inbox with a handy email sidebar

Features Pipeliner CRM doesn’t offer:

  • Send automated email sequences until leads reply
  • Automatically enrich leads from both publicly available info and email signatures
  • Get reminded to follow-up automatically when leads go inactive
  • Track leads with integrated email & website tracking
  • Use email templates within your Gmail inbox to manage leads more productively

G2 review scoring:

  • Ease of Use: 9.4
  • Ease of Setup: 9.2
  • Meets Requirements: 9.3
  • Quality of Support: 9.3
  • Ease of Doing Business With: 9.4
  • Ease of Admin: 9.3

Final result:

  • Lead management feature score: 5/10
  • Average G2 review score: 9.3/10
  • FINAL SCORE: 7.2/10

Pricing to get all of the above (5 features):

$85/user/month (billed annually)
$100/user/month
(billed monthly)


4. Freshworks CRM [7.0/10]

manage lead in Freshworks CRM

Freshworks CRM (formerly known as Freshsales) is a sales CRM from Freshworks, the company behind / initially called Freshdesk. Freshworks was founded in 2010 to provide a better, cheaper solution for customer service teams.

Freshworks’ main selling point is its feature depth. It has also managed to offer this range of functionality through an easier to use interface than its competitor/predecessor from the same city, Zoho.

What makes Freshworks strong is also its weakness: the interface is full of so many little buttons that common side-effects of using the platform include a mild headache, fatigue and dizziness. 😅

Features Freshworks CRM offers: 5/10

  • Visualize your leads in multiple drag-and-drop pipelines
  • Send automated email sequences until leads reply
  • Track the source (and lost reason) of your leads and analyze it
  • Get a live overview of what your leads are doing in an in-app notification center
  • Manage your leads fully from your inbox with a handy email sidebar

Features Freshworks CRM doesn’t offer:

  • Automatically enrich leads from both publicly available info and email signatures
  • Get reminded to follow-up automatically when leads go inactive
  • Track leads with integrated email & website tracking
  • Digitize business leads with a built-in business card scanner
  • Use email templates within your Gmail inbox to manage leads more productively

G2 review scoring:

  • Ease of Use: 9.1
  • Ease of Setup: 8.9
  • Meets Requirements: 8.9
  • Quality of Support: 9.0
  • Ease of Doing Business With: 9.1
  • Ease of Admin: 9.4

Final result:

  • Lead management feature score: 5/10
  • Average G2 review score: 9.0/10
  • FINAL SCORE: 7.0/10

Pricing to get all of the above (5 features):

$69/user/month (billed annually)
$83/user/month (billed monthly)


5. Pipedrive [6.3/10]

lead management in Pipedrive's list view

Pipedrive is an easy-to-use and easy-to-setup lead management software for small businesses, and is therefore compared to Salesflare very often.

The company was founded in 2011 to launch a counterreaction to enterprise systems like Salesforce, which are built more for enterprise needs than they are for sales teams. Pipedrive set out to change that.

While the company is focused on helping you manage your leads in a better way, it keeps missing some of the more modern functionality offered by other platforms in this area.

Features Pipedrive offers: 4/10

  • Visualize your leads in multiple drag-and-drop pipelines
  • Track the source (and lost reason) of your leads and analyze it
  • Get a live overview of what your leads are doing in an in-app notification center
  • Manage your leads fully from your inbox with a handy email sidebar

Features Pipedrive doesn’t offer:

  • Send automated email sequences until leads reply
  • Automatically enrich leads from both publicly available info and email signatures
  • Get reminded to follow-up automatically when leads go inactive
  • Track leads with integrated email & website tracking
  • Digitize business leads with a built-in business card scanner
  • Use email templates within your Gmail inbox to manage leads more productively

G2 review scoring:

  • Ease of Use: 8.9
  • Ease of Setup: 8.7
  • Meets Requirements: 8.4
  • Quality of Support: 8.4
  • Ease of Doing Business With: 8.7
  • Ease of Admin: 8.6

Final result:

  • Lead management feature score: 4/10
  • Average G2 review score: 8.6/10
  • FINAL SCORE: 6.3/10

Pricing to get all of the above (4 features):

$49.90/user/month (billed annually)
$59/user/month (billed monthly)


6. Salesforce Sales Cloud [6.1/10]

a lead in Salesforce Sales Cloud

Salesforce is by far the biggest CRM company in the world, controlling about 20% of the market in 2021. It was founded in 1999 in California by an ex-Oracle executive.

Salesforce offers a huge platform to enterprises that basically consists of a set of building blocks with which you can build anything, gives the possibility to customize everything, and the promise to connect to whatever other software you’re using.

A Salesforce implementation typically requires a consulting company to map the business needs and workflow, build all this in Salesforce, connect with other software, train the employees and follow up with additional changes afterwards.

While the software is not a great match for small and medium-sized businesses nor really built for lead management, no comparison is complete without mentioning the market leader.

Features Salesforce Sales Cloud offers: 4/10

  • Visualize your leads in multiple drag-and-drop pipelines
  • Track the source (and lost reason) of your leads and analyze it
  • Manage your leads fully from your inbox with a handy email sidebar
  • Use email templates within your Gmail inbox to manage leads more productively

Features Salesforce Sales Cloud doesn’t offer:

  • Send automated email sequences until leads reply
  • Automatically enrich leads from both publicly available info and email signatures
  • Get reminded to follow-up automatically when leads go inactive
  • Track leads with integrated email & website tracking
  • Get a live overview of what your leads are doing in an in-app notification center
  • Digitize business leads with a built-in business card scanner

G2 review scoring:

  • Ease of Use: 8.1
  • Ease of Setup: 7.5
  • Meets Requirements: 8.8
  • Quality of Support: 8.2
  • Ease of Doing Business With: 8.3
  • Ease of Admin: 8.0

Final result:

  • Lead management feature score: 4/10
  • Average G2 review score: 9.6/10
  • FINAL SCORE: 6.1/10

Pricing to get all of the above (4 features):

$75/user/month (only billed annually)


7. Zoho CRM [5.9/10]

the leads view in Zoho CRM

Zoho is a true household name in the CRM industry, so we couldn’t omit them from this ranking.

Zoho launched its small business CRM product in 2005 and has historically been positioning itself as a cheaper alternative to Salesforce. That is immediately its main selling point.

If you’re looking for a CRM solution, Zoho has many tiers (and products even: Zoho CRM, Zoho CRM Plus, Zoho One, …). Most of the four features below come on Zoho CRM’s Professional plan, which offers the lowest pricing of the platforms in this comparison.

Features Zoho CRM offers: 4/10

  • Visualize your leads in multiple drag-and-drop pipelines
  • Track the source (and lost reason) of your leads and analyze it
  • Digitize business leads with a built-in business card scanner
  • Manage your leads fully from your inbox with a handy email sidebar

Features Zoho CRM doesn’t offer:

  • Send automated email sequences until leads reply
  • Automatically enrich leads from both publicly available info and email signatures
  • Get reminded to follow-up automatically when leads go inactive
  • Track leads with integrated email & website tracking
  • Get a live overview of what your leads are doing in an in-app notification center
  • Use email templates within your Gmail inbox to manage leads more productively

G2 review scoring:

  • Ease of Use: 8.1
  • Ease of Setup: 7.6
  • Meets Requirements: 8.2
  • Quality of Support: 7.4
  • Ease of Doing Business With: 7.9
  • Ease of Admin: 7.8

Final result:

  • Lead management feature score: 4/10
  • Average G2 review score: 7.8/10
  • FINAL SCORE: 5.9/10

Pricing to get all of the above (4 features):

$23/user/month (billed annually)
$35/user/month
(billed monthly)


That’s all we have for the 7 best lead management & tracking software platforms!

Want to dig deeper into the differences? Just ask our team using the chat on salesflare.com. We’re here to help 😄


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