Best CRMs for 20–50-person SaaS teams

As a SaaS team of 20-50 people, managing customer relationships, tracking subscription lifecycles, and scaling your sales efforts are key to growing your business. The right Customer Relationship Management (CRM) system can help you streamline these processes by organizing customer data, automating follow-ups, and providing valuable insights into customer behavior.

👉🏼 Try folk now to organize your team's pipelines and never miss a follow-up

In this blog post, we'll explore the best CRM options for mid-sized SaaS teams like yours, focusing on tools that will help you manage customer relationships effectively and scale your SaaS business smoothly without overwhelming your growing team.

Why you need a CRM

In the busy SaaS landscape, having a Customer Relationship Management (CRM) system is essential for streamlining operations and driving growth. For teams of 20-50 people, a CRM can transform how you manage customer interactions, data, and sales processes while keeping everyone aligned and productive.

Challenges without a CRM

Without the right CRM in your tech stack, mid-sized SaaS teams face unique challenges that can significantly impact growth and team efficiency.

• Disorganization: Managing customer data across multiple platforms leads to confusion and inefficiency, especially when team members can't find critical customer information.
• Missed opportunities: Without a centralized system, follow-ups and leads can easily slip through the cracks as your team grows and handles more prospects.
• Inefficient processes: Manual data entry and fragmented workflows slow down operations and create bottlenecks for growing teams.
• Lack of insight: Inadequate reporting tools hinder data-driven decision-making crucial for scaling SaaS businesses.
• Inconsistent communication: Disjointed communication channels result in poor customer experiences and team members duplicating efforts.

Benefits of a CRM

A good CRM can help mid-sized SaaS teams address these challenges while supporting sustainable growth and team collaboration.

• Centralized information: All customer data is stored in one place, making it easily accessible to all team members regardless of department.
• Enhanced efficiency: Automated workflows streamline processes and reduce manual tasks, allowing teams to focus on high-value activities.
• Improved customer relationships: Personalized interactions foster stronger customer loyalty and reduce churn rates critical for SaaS success.
• Better decision-making: Advanced analytics provide actionable insights for strategic planning and resource allocation.
• Increased sales: Efficient lead management and follow-up processes boost conversion rates and revenue growth.
• Consistent communication: Integrated communication tools ensure seamless interactions with customers across all team touchpoints.
  

How to evaluate and choose a CRM

With numerous CRMs on the market to choose from, it can be challenging for mid-sized SaaS teams to find the perfect fit. To help you with your decision making process for teams of 20-50 people, we've put together these essential tips.

1. Define your requirements

Before researching options, it's important to identify the key features that will drive your mid-sized SaaS business forward. Are you looking for robust customer support capabilities, detailed analytics, or seamless integration with your existing tools? Or an all-in-one CRM that can support multiple business functions across your growing team? Make a list of must-have features and nice-to-have features. For SaaS teams of 20-50 people, features like automated onboarding, customer segmentation, team collaboration tools, and subscription management can be particularly valuable.

Key features of a CRM for SaaS

• Automated processes: Streamlines tasks by automating repetitive workflows, essential for teams managing multiple customer touchpoints.
• Contact enrichment: Automatically finds leads, customers, and prospects email addresses and contact information, enhancing efficiency for busy teams.
• Structured pipeline: Tracks leads, customers, and prospects through defined stages, ensuring process clarity and effectiveness across team members.
• Mail merge and email sequences: Increases communication efficiency with follow-up templates and automated sequences that maintain consistency.
• LinkedIn connection: Seamlessly imports leads, customers, and prospects from LinkedIn and tracks conversations within the CRM.
• Analytics: Provides essential data analysis and predictive insights for better planning and team performance tracking.

2. Budget considerations

Balancing cost and return on investment is essential when choosing the best CRM for mid-sized SaaS teams. While it's tempting to go for the most feature-rich option, consider what you actually need at your current growth stage with 20-50 team members. Look for affordable CRM solutions that offer scalability, so you can start with essential features and expand as your business grows. Remember, the right CRM should not just be an expense but a tool that enhances customer retention, improves team productivity, and drives revenue growth.

3. Selection process

Choosing the right CRM vendor involves thorough research tailored to mid-sized SaaS companies. Start by reading reviews and testimonials from other SaaS companies with similar team sizes. Reach out to vendors directly to ask about their experience with SaaS businesses of 20-50 people and request case studies. Look for vendors who offer strong customer support and have a proven track record in the SaaS industry. Don't forget to check if they offer a free trial or a demo to test the waters before making a commitment.

4. Get a demo

Once you've shortlisted potential CRM platforms, it's time to evaluate them hands-on with your team's specific needs in mind. Take advantage of free trials or demo versions to see how each CRM performs in real-world scenarios for teams of 20-50 people. Pay attention to the user interface, ease of integration, team collaboration features, and the quality of customer support. Compare the features and pricing side by side to find the best CRM tools for mid-sized SaaS teams that align with your business goals. Ultimately, the decision should be based on which platform provides the most value and supports your long-term growth strategy. Get started with a demo of folk to see how it can support your growing SaaS team.

3 tips for implementing a CRM

At this stage – it's time to get excited about your brand new CRM system. To ensure a smooth implementation for your mid-sized team and get everyone up to speed quickly, we suggest following these tips during the first few weeks.

1. Import your data in your new CRM

Transitioning to a new CRM can be seamless if you import your existing data correctly. Start by exporting your data as a CSV file from your current CRM or spreadsheet system. This way, you won't have to manually add new contact information, saving your team valuable time during the transition.

2. Create your first pipeline

Setting up your first pipeline is essential to streamline your sales process for your growing SaaS team. For mid-sized SaaS companies, this could include stages like Lead Generation, Demo Scheduled, Trial Started, Negotiation, and Closed Won/Lost. Customizing these stages to fit your SaaS sales cycle will provide clarity and improve efficiency across all team members handling customer relationships.

3. Onboard your team

Effective CRM implementation requires team buy-in across all 20-50 of your team members. Conduct training sessions to familiarize your team with the new system, focusing on features most relevant to their roles. Highlight its benefits, demonstrate how to use key features, and encourage regular usage to ensure everyone is on the same page. This will maximize the CRM's potential and drive your SaaS growth while maintaining team productivity.

The 5 best CRMs for SaaS

1. folk

folk is the ideal modern CRM platform for mid-sized SaaS teams of 20-50 people, offering customizable pipelines, AI-driven tools, and seamless integrations designed specifically for growing businesses that need powerful functionality without overwhelming complexity.

Key features

• Contact enrichment: Automatically enriches contact details by finding emails and LinkedIn URLs, enabling efficient outreach without manual data entry – perfect for teams managing hundreds of prospects.
• Social media integration: Seamlessly import contacts from LinkedIn, Sales Navigator, Instagram, X and more to track contacts within folk, with templates for quicker, streamlined communication across team members.
• Notes and reminders: Create and attach collaborative notes directly to contact profiles so your entire team can stay informed, with smart reminders ensuring seamless follow-ups.
• Mail merge and email sequences: Full email sync compatible with Gmail and Outlook, with access to templates and tracking features, enabling teams to manage all communications directly from the CRM.
• AI-powered features: AI tools assist in managing contacts and relationships, automating routine tasks, and suggesting actions to improve team productivity and efficiency.
• Integrations: Beyond 6,000+ apps via Zapier and Make, folk provides an open API and native integrations such as Kaspr and Allo (call leads), Salesforge (LinkedIn and multichannel outreach), and PandaDoc (contracts and signatures).

Pros

• Perfect for teams of 20-50 people: folk strikes the ideal balance between powerful functionality and ease of use, making it accessible to growing teams without overwhelming complexity or enterprise-level learning curves.
• Workflow automation: folk streamlines your entire team's workflow by importing contacts from LinkedIn, automatically finding emails, managing outreach through customizable sequences, and tracking interactions – eliminating the need for multiple tools while saving time and money.
• Full customizability: Make folk work for your specific SaaS needs through custom fields, pipelines, dashboards, automation, and workflows. It supports multiple business functions including sales, marketing, and customer success – perfect for mid-sized teams wearing multiple hats.
• Exceptional integrations: Open API and native connectors (Kaspr, Allo, Salesforge, PandaDoc), plus 6,000+ apps via Zapier and Make.

Cons

• Advanced reporting and analytics: pipeline and deal-stage analytics, weighted revenue forecasting, and performance breakdowns by owner, channel, industry, region, or any custom field.
  

Price and plans

You can try folk for free with a 14-day free trial – ideal for testing with your entire team. After that, the monthly or annual subscription plans are perfectly sized for growing SaaS teams.

• Standard: $20 per user, per month.
• Premium: $40 per user, per month.
• Custom: Starts from $60 per user, per month.

👉🏼 Try folk now to import contacts and automate outreach for SaaS teams

2. HubSpot

HubSpot CRM is a comprehensive platform offering integrated tools for managing sales, marketing, customer service, and operations, though it can become expensive for mid-sized teams as they scale.

Key features

• Marketing Hub: Includes email marketing, ad tracking, landing pages, and lead generation tools, essential for attracting and nurturing leads in a SaaS environment.
• Sales Hub: Provides deal tracking, pipeline management, sales automation, and reporting, helping SaaS companies convert leads into paying customers efficiently.
• Service Hub: Offers customer service tools like ticketing, live chat, and knowledge bases, crucial for maintaining high customer satisfaction and retention.
• Operations Hub: Syncs and automates business processes across different systems, ensuring seamless operations and data consistency.
• Lead scoring: Prioritize leads with predictive scoring to improve sales efficiency, allowing SaaS companies to focus on high-potential prospects.

Pros

• User-friendly interface: The intuitive and easy-to-use interface makes it accessible for users of all skill levels, perfect for SaaS teams with limited CRM experience.
• Comprehensive free plan: Offers a robust free version that includes essential CRM features, making it ideal for small SaaS businesses and startups.
• Seamless integration with Marketing Tools: Integrates smoothly with marketing, sales, and service hubs, creating a unified platform for inbound marketing and customer management.
• Automation capabilities: Provides powerful automation tools for tasks like email marketing, lead nurturing, and sales workflows, helping SaaS businesses save time and improve efficiency.
• Extensive learning resources: HubSpot Academy offers a wealth of free courses, certifications, and resources to help users get the most out of the platform.

Cons

• Expensive for mid-sized teams: HubSpot's pricing can become prohibitively expensive for teams of 20-50 people, especially when scaling to higher tiers with advanced features.
• Limited customization in lower tiers: The free plan and lower tiers have limited customization options, which can restrict flexibility for growing SaaS businesses.
• Complexity in advanced features: Some advanced features, such as custom reporting and workflows, have a steep learning curve and may require additional training for entire teams.
• Email marketing limits: Email marketing functionality in the free plan is restricted by limits on the number of emails you can send, which can be a drawback for SaaS businesses with larger lists.
• Additional costs for add-ons: Many useful features come as paid add-ons, significantly increasing the overall cost for mid-sized teams requiring comprehensive functionality.
  
  

Price and plans

Prices and plans on the CRM suite for an annual subscription are as follows.

• Starter: $15 per user, per month.
• Professional: $450 per user, per month.
• Enterprise: $1,500 per user, per month.

3. Pipedrive

Pipedrive is a web-based CRM focused on sales pipeline management, offering lead management, automation, and email integration, though it lacks some advanced features needed by growing SaaS teams.

Key features

• Lead and deal management: Centralized tools to manage leads, customers, and prospects, ensuring all interactions and data are easily accessible and actionable.
• Sales automation: Automate repetitive tasks such as lead routing, follow-ups, and email sequences, allowing your sales team to focus on closing deals and engaging with customers.
• Email integration: Sync emails, use templates, and track communications directly from the CRM, ensuring seamless interaction with leads and customers.
• Advanced reporting and analytics: Gain real-time insights with custom reporting tools to track sales performance, forecast revenue, and make data-driven decisions.
• Customization and security: Customize pipelines, fields, and user permissions to fit your specific SaaS needs, with robust security measures to protect sensitive data.

Pros

• User-friendly interface: The intuitive and visually appealing interface makes managing sales pipelines easy, even for those new to CRM systems.
• Sales pipeline focus: Designed specifically for managing sales pipelines, offering a visual approach that helps track leads, customers, and prospects effectively.
• Customization: Tailor the platform to your SaaS sales processes with custom fields and workflows, ensuring it meets your unique needs.
• Affordability: Competitive pricing makes it accessible for SaaS startups without sacrificing essential CRM features.
• Automation features: Streamline repetitive tasks like follow-up emails and deal progression, saving time and boosting productivity.

Cons

• Limited advanced features: Lacks some advanced CRM features like extensive marketing automation and AI capabilities that mid-sized SaaS teams often need as they grow.
• Basic reporting in lower tiers: The basic plans offer limited reporting and analytics features, requiring upgrades for more in-depth insights crucial for data-driven SaaS teams.
• No built-in email marketing: Requires integration with third-party email tools for email marketing functionality, adding complexity for teams of 20-50 people.
• Limited customer support hours: Customer support is not available 24/7, which can be inconvenient for growing businesses needing immediate assistance.
• Price increases with add-ons: Costs can increase quickly when additional features or integrations are added, making it less cost-effective for growing teams.
  

Price and plans

Pipedrive's annual subscription plan basis is as follows.

• Essential plan: Starts from $24 per user, per month.
• Advanced plan: Starts from $44 per user, per month.
• Power plan: Starts from $79 per user, per month.
• Enterprise plan: Starts from $129 per user, per month.

4. Salesforce

Salesforce is a robust CRM platform designed for large enterprises, offering extensive tools for sales, marketing, service, and analytics, but often proves too complex and expensive for mid-sized SaaS teams.

Key features

• Comprehensive ecosystem: A unified platform offering CRM, marketing automation, customer service, and custom app development, suitable for managing leads, customers, and prospects.
• Customization and scalability: Highly customizable and scalable, allowing SaaS companies to tailor the platform to their specific workflows and manage growth effectively.
• Artificial intelligence (AI) integration: Salesforce Einstein provides AI-driven analytics and automation, helping SaaS businesses optimize their strategies and make data-driven decisions.
• Extensive integration capabilities: Integrates with a wide range of third-party applications via Salesforce's AppExchange, ensuring seamless operation across different business systems.
• Enterprise-grade security and compliance: Offers robust security measures and compliance features, critical for handling sensitive customer and prospect data.

Pros

• Comprehensive feature set: Covers sales, service, marketing, and more, making it a powerful tool for managing all aspects of SaaS customer relationships.
• Highly customizable: Allows SaaS businesses to tailor the platform to their specific needs with custom fields, objects, and workflows.
• Extensive integration capabilities: Integrates with a vast array of third-party applications and its own ecosystem, enabling seamless data flow across platforms.
• Scalability: Suitable for SaaS businesses of all sizes, with the ability to grow with your business.
• Advanced analytics and reporting: Provides powerful analytics and reporting tools, allowing SaaS businesses to gain deep insights into their data and make informed decisions.

Cons

• Prohibitively expensive for mid-sized teams: Can be extremely costly for teams of 20-50 people, with high licensing fees and additional costs for add-ons that can quickly exceed budget constraints.
• Steep learning curve: Requires significant time and training for teams to become proficient due to its extensive feature set and complexity, slowing down productivity.
• Complex setup and customization: Initial setup and customization can be challenging and often require expert help or certified consultants, adding significant costs for mid-sized teams.
• User interface: Many users find the interface to be outdated and not as intuitive as modern CRM platforms, which can hinder daily usability for busy teams.
• Overwhelming for mid-sized teams: Robust enterprise features may be overkill for teams of 20-50 people, leading to underutilization and complexity that hinders rather than helps productivity.

Price and plans

On an annual subscription plan, Salesforce's Service Cloud plan is as follows.

• Starter suite: Starts from $25 per user, per month.
• Pro suite: Starts from $100 per user, per month.
• Enterprise: Starts from $165 per user, per month.

5. Zoho

Zoho is a CRM system with a strong sales focus and affordable pricing. It has journey orchestration, sales process management, and workflow automation features, though setup complexity can be challenging for mid-sized teams.

Key features

• Sales automation: Automates sales tasks like lead management, deal tracking, and follow-up actions, crucial for nurturing SaaS leads and customers.
• Customizable dashboards and reports: Allows users to create and customize dashboards and reports for in-depth analytics, helping SaaS companies track KPIs and performance metrics.
• Multi-channel communication: Integrates with email, phone, social media, and live chat to manage customer interactions, ensuring seamless communication with leads and customers.
• Lead and contact management: Manages customer information, tracks interactions, and segments contacts for targeted campaigns, essential for converting leads into paying customers.
• Workflow automation: Automates routine tasks and processes to improve efficiency and reduce manual effort, streamlining operations for SaaS teams.

Pros

• Affordability: Zoho CRM offers competitive pricing with various tiers, making it accessible to startups and growing SaaS businesses.
• Customization: Extensive customization options allow SaaS companies to tailor the CRM to their specific needs, including custom fields, modules, and workflows.
• Integration with Zoho suite: Seamless integration with other Zoho products (like Zoho Books, Zoho Projects, and Zoho Campaigns) creates a comprehensive ecosystem for managing different business functions.
• Multi-channel communication: Zoho CRM supports email, phone, social media, and live chat, enabling SaaS businesses to manage all customer interactions from a single platform.
• AI-powered features: Zia, the AI assistant, provides intelligent insights, predictive analytics, and task automation, helping to improve sales and marketing efficiency.

Cons

• Steep learning curve for teams: The extensive customization options can be overwhelming for mid-sized teams, requiring significant time investment for 20-50 people to master the platform effectively.
• Complex setup: Initial setup and configuration can be complex, particularly challenging for mid-sized businesses without dedicated IT resources or technical expertise.
• Performance issues: Occasional reports of slow performance, especially with large datasets or complex operations, can hinder productivity for busy teams.
• Limited third-party integrations: While Zoho integrates well with its own suite of products, integration with third-party applications can be limited, restricting flexibility for teams using diverse tech stacks.
• Data migration challenges: Migrating data from other CRMs to Zoho can be difficult and time-consuming, often requiring manual adjustments that can be resource-intensive for mid-sized teams.
  

Price and plans

Free plan limited to three users suitable for small businesses. After that, an annual subscription plan is as follows.

• Standard: $20 per user, per month.
• Professional: $35 per user, per month.
• Enterprise: $50 per user, per month.

Conclusion

Choosing the best CRM for your mid-sized SaaS company of 20-50 people is a crucial step in driving growth and streamlining operations. For teams at this scale, folk CRM emerges as the clear winner, offering the perfect balance of powerful functionality, ease of use, and cost-effectiveness that growing SaaS teams need. Unlike enterprise solutions like Salesforce that overwhelm mid-sized teams with complexity, or basic tools that lack advanced features, folk CRM provides AI-driven tools, seamless integrations, and customizable workflows specifically designed for teams like yours. While HubSpot becomes expensive as you scale, Pipedrive lacks advanced features, Salesforce is overly complex, and Zoho has setup challenges, folk CRM delivers exactly what mid-sized SaaS teams need: comprehensive functionality without overwhelming complexity, at pricing that makes sense for growing businesses. Try folk for free here and experience why it's the ideal CRM solution for SaaS teams of 20-50 people.

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FAQ

What is the best CRM for 20–50-person SaaS teams?

Popular options are HubSpot, Pipedrive, Salesforce, Zoho, and folk. For mid-sized teams, folk fits well with customizable pipelines, contact enrichment, email sequences, and quick onboarding at $20–$60/user/month.

What features should a SaaS CRM include?

Look for automated workflows, a visual pipeline, contact enrichment, email sequences, analytics, role-based permissions, and integrations (email, LinkedIn, billing, and support tools). These improve collaboration, follow-ups, and retention.

How much does a CRM cost for a 20–50-person team?

Entry plans often start at $15–$30/user/month; mid-tier $40–$80; advanced $100+/user/month. Total cost depends on seats, add-ons (email limits, reporting), and integrations. Check annual discounts and data migration fees before choosing.

How do you choose a CRM for a SaaS company?

Define requirements, shortlist tools, verify integrations, and run a team trial. Evaluate usability, onboarding, reporting, and support. Compare total cost of ownership and scalability. Choose the platform that meets current needs and near-term growth.