Whether you’re just getting your MSP off the ground or scaling past $10M+ in annual revenue, choosing the right CRM (Customer Relationship Management) system is one of the most important tech stack decisions you’ll make. The right CRM can fuel your sales pipeline, automate your follow-up, and give you visibility into what’s working — and what’s not.
To help you cut through the noise, we’ve broken down six of the most popular CRMs used by MSPs today, with recommendations based on your company’s size and stage of growth. These platforms pair perfectly with strong MSP marketing strategies and a high-converting MSP website.
Most Popular Sales & Marketing CRMs used by MSPs:
(in no particular order – keep reading to see which ones are best based on your MSP’s needs, size and budget)
- Pipedrive
- Glasshive
- Keap (aka Infusionsoft)
- High Level
- Hubspot
- Active Campaign
At Pronto, we’ve either used, tested or worked with MSPs who use these CRMs with their website. All of them are reputable, have web forms and tracking scripts that can be integrated with a WordPress website.
1. Pipedrive – Best for Small MSPs Getting Started
- Drag-and-drop sales pipeline
- Easy automation and email integration
- Clean reporting dashboard
- Main Pro
- Super intuitive and easy to set up.
- Main Con
- Limited or immature marketing tools — more sales-focused.
2. GlassHive – Best CRM Built Specifically for MSPs
- Email marketing and automation
- Built-in templates for MSP campaigns
- Sales and marketing tracking in one platform
- Main Pro
- Designed specifically for MSP sales and marketing workflows, and some key channel vendors have co-marketing programs built with GlassHive.
- Main Con
- Lacks advanced reporting and CRM depth compared to larger platforms.
3. Keap (Formerly Infusionsoft) – Best for Done-For-You Marketing Automation Programs
- Prebuilt automation workflows
- Lead capture and nurturing
- CRM + email marketing + invoicing in one
- Main Pro
- Excellent for templated or guided marketing systems.
- Main Con
- Learning curve and setup can be a bit complex without support.
4. HighLevel – Best for MSPs Using MSP Marketing Agencies
- Funnel builder, landing pages, forms
- Call tracking, texting, appointment booking
- Full marketing automation
- Main Pro
- Centralizes all your marketing tools into one dashboard.
- Main Con
- Interface and features can feel overwhelming at first.
5. HubSpot – Best for Growing and Established MSPs
- Marketing, sales, service, and operations hubs
- Custom workflows and pipelines
- Detailed reporting and attribution
- Main Pro
- Scalable and integrates with everything.
- Main Con
- Can get expensive fast as your needs grow.
6. ActiveCampaign – Best for MSPs Who Want Flexible Automation Without the Bloat
ActiveCampaign strikes a great balance between ease of use and powerful marketing automation. It’s ideal for MSPs who are serious about email marketing, segmentation, and nurturing but don’t want to overpay for features they won’t use.
- Visual automation builder
- Deep email personalization and segmentation
- Integrates with many PSA and sales tools
- Main Pro
- Great automation and email features at a competitive price.
- Main Con
- Not a full CRM — limited pipeline management and sales tools.
Final Comparison: Matching CRM to your MSP Company Stage
Here’s a quick summary:
MSP Size/Need |
Recommended CRM |
Why It’s a Fit |
|---|---|---|
| Solo / Just Starting | Pipedrive | Easy to use, low learning curve |
| Small MSPs with no marketing staff or a single one | GlassHive | Built for MSPs, includes marketing tools |
| Small MSPs with no marketing staff or a single one | Keap | Perfect for TMT and done-for-you campaigns |
| Small MSPs with no marketing staff or a single one | HighLevel | Works seamlessly with MSP marketing agencies |
| Scaling MSPs | HubSpot | Full-featured CRM for sales, marketing, and growth |
| Mid-Level, Automation Focus | ActiveCampaign | Advanced email marketing and automation at a lower cost |
Need help choosing or setting up your CRM? Let’s talk. We can help align your tech stack with your revenue goals.
Just remember that a CRM alone doesn’t bring in leads. You need marketing action plan with regular campaign execution in order to bring in new leads in the door – whether that’s through SEO, PPC, blogging or email marketing. Check out our MSP Marketing services for what it entails.
