November 16, 2021 CRM, Salesforce 0 Comments

What is the best CRM for a small organisation? Capsule CRM vs. Hubspot vs. Salesforce

Copper paperclips in three glass jars - Data Migration
What is the best CRM for a small organisation?

Capsule CRM vs. Hubspot vs. Salesforce

Choosing a Customer Relationship Management (CRM) system for your organisation can be a daunting process. We’ve created this blog to compare three CRM systems to help you decide on the best route for you.

Free version

The free version includes:

Unlimited custom fields, tags, Sales Opportunities, Cases and Tracks

Gmail and Outlook integration

Task Management 

Customizable Sales Milestones 
Kanban Visual Pipeline 

Customized Filtered Lists 
Sales Pipeline Dashboard

Mailchimp integration

Zapier integration

The free version limitations for Capsule CRM are:

  • Up to 2 users

  • Up to 250 contacts

The free version includes:

Contact website activity
Prospects, Deals & Tasks
Gmail and Outlook integration
Ad management
Unlimited contacts and users


The free version limitations are:

  • 2,000 email sends per month with HubSpot branding

  • Up to 5 active lists and 1,000 static lists. List criteria limited

  • 10 custom properties

  • Some Gmail integration features require paid Sales hub seats

Salesforce doesn't offer a free version unless you are a registered charity.  All eligible charities receive a brilliant package of 10 free user licenses for the Salesforce Enterprise Edition plus the Nonprofit Success Pack which tailors Salesforce for charities.


How much does Capsule CRM cost?

£12 / user / month for the Professional Edition which includes:

  • Up to 50,000 Contacts

  • 10GB Storage per User

  • Unlimited custom fields

  • Gmail Integration

  • Mailchimp integration

  • Zapier integration

For email marketing we recommend using Mailchimp Free or Essentials £23.30 /month based on 2,500 contacts

Example Pricing for our Case Study:

6 Capsule CRM users = £12 / user / month = £864 per annum

For email marketing you may also need to add on Mailchimp (e.g. for up to 2500 contacts the price would be £280 per annum).

How much does Hubspot CRM cost?

The hubspot costs are a little tricky to understand.  Their stand-alone products always appear more expensive than their bundle pricing so we've used a bundle price.

CRM Suite Bundle: £60/month pay monthly

  • Marketing Hub Starter: 3,000 contacts (additional costs for more contacts)

  • Sales Hub Starter: 2 users 

  • Service Hub Starter: 2 users 

  • CMS Hub Starter

  • Operations Hub Starter

Example Pricing for our Case Study

6 Sales hub users = £79 / month pay monthly (£948 per annum) - increases to £96 / month pay monthly for 5000 contacts.

How much is Salesforce?

Salesforce Essentials starts at $25 per user, per month (billed annually) or $35 per user, per month (billed monthly).

Salesforce Essentials includes:

  • up to 10 users

  • sales and customer support tools

  • contacts, accounts, & cases

  • Track emails and meetings 

  • Custom reports and dashboards

Example Pricing for our Case Study

6 Salesforce Essentials users = £157 / month pay monthly (invoiced as $210 USD) = £1884 per annum.

If you would like web chat, sign up to the annual Salesforce Essentials license and add the Digital Engagement add-on to receive 1 license of Web Chat and 1 license for Facebook Messenger (£12 / month in addition to your Essentials subscription).

Zapier integration


Yes - but the Zapier integration only receives 3/5 in the reviews.


Send an email to a targeted list

Yes.  You create a Capsule Report and filter using their intuitive interface, then click a button to 'update a Mailchimp list' or click 'Send Email' which opens up Gmail or Outlook and pastes the email addresses from your list in the BCC field.  For more information see the Capsule CRM integration for Mailchimp page

Yes - you can send a targeted email using hubspot.  

Yes - using Salesforce List Emails you can send to up to 5,000 email recipients per day.  List Emails allow you to create email messages in a similar interface to Gmail/Outlook and to bulk send them to a targeted list.  If you'd like bulk marketing emails with a drag and drop interface to create HTML emails, we recommend integrating with Campaign Monitor (but this requires at least the Salesforce Professional Edition which starts at £60 per user/month* (billed annually).

Import contacts

Yes - there is an easy to use data import tool in Capsule CRM

Yes - data import is included in all hubspot products.

Yes - there is a wizard to import contacts.  There is also a data import app called Apsona which has a 30 day free trial .

Track engagement journey of individual contacts

Yes - you can log calls, notes and emails.  The gmail or outlook integration allows you to save the email into Capslue from your inbox.

Yes - you can log calls, notes and emails.  The Chrome extension allows you to save an email into Hubspot from your inbox.

Yes - you can log calls, notes and emails.  The Gmail or Outlook integration allows you to save an email into Salesforce from your inbox.

Merging duplicate contacts

Yes - you can merge duplicate contacts in Capsule CRM.

Yes - you can merge duplicate contacts in Hubspot.

Yes - you can set up duplicate rules so that potential duplicates are flagged and can be merged.


  • Simple pricing structure not based on contact volume

  • Free version for micro businesses

  • Gmail/Outlook integration

  • Fast and intuitive

  • Good Mailchimp integration

  • Simple to use and adopt

  • Comprehensive data export

  • Task reminders can be emailed

  • Pay as you go month to month

  • Good free version if it meets your needs

  • Track website activity

  • Email marketing built in

  • Gmail and Outlook integration

  • Ad management

  • Form creation

  • Most used CRM system on the planet so there is a wealth of learning resources

  • Simple pricing structure

  • Gmail/Outlook integration

  • Several tabs to record and track activities (e.g. Leads, Contacts, Opportunities, Cases)

  • Customisable page layouts

  • Excellent reports and dashboards

  • List Views allow you to bulk edit records and List Emails can send targeted personalised emails

  • Web-to-lead and web-to-case forms included


  • The data export feature emails a Zip file of all the data so care should be taken with GDPR - an alternative is to use Reports and export to CSV files which happens within the secure browser.

  • For bulk, designed emails you need a Mailchimp subscription

  • Users can add their own tags which can lead to a lot to manage

  • Reports are limited

  • Pricing is confusing and costs increase as your contacts grow

  • The Gmail integration doesn't have a 'Save Email' button - you need a Chrome extension for that

  • The Zapier feature is poorly rated

  • Data exports from Hubspot are not as comprehensive as Salesforce or Capsule if you want to migrate to a new CRM

  • Salesforce consultancy to help customise pages and improve adoption is recommended

  • For bulk HTML designed emails, the Professional Edition with Campaign Monitor integration would be beneficial

  • Online forms may require separate form software

Reviews (from Capterra)

Capsule CRM reviews:

HubSpot CRM reviews:

Salesforce Essentials reviews:

Sign up link

What is each CRM best for?

Salesforce Essentials

Salesforce Essentials is best for small to mid-sized businesses looking for a comprehensive CRM system that can grow as the company grows without having to change systems (you can easily upgrade to the Professional Edition when you need more functionality). The Gmail/Outlook integration is excellent and the ability to track Opportunities and Cases (including Live Chat) are helpful for growing organisations. Salesforce is also ideal for charities who benefit from 10 free user licenses every year. The ability to customise Salesforce to the needs of the organisation is a key selling point.

Capsule CRM

Capsule is best for small organisations looking for a simple system that allows you to keep track of contacts, integrate with gmail or outlook and keep track of organisation specific custom fields and tags. The data export feature means that Capsule is a great stepping stone away from Excel in the knowledge that you could upgrade to a more comprehensive CRM like Salesforce when you need to by migrating your data. Capsule includes the ability to track Opportunities and Cases which are helpful to track sales and customer issues.


Hubspot is best for organisations that have a small number of custom fields or tags and find that the free version meets their needs. The Hubspot paid version is best for organisations that want to track website engagement and manage online adverts as well as the other CRM functions. The confusing pricing may be off-putting to some customers – and the increase in price connected to growing your contacts should be taken into account in budgeting.

What is your preferred CRM?

We’ve used both Capsule CRM and Salesforce Essentials for our business and recommend both in different situations. What is your favourite CRM for a small organisation?