If only your sales team would use the tools you’re already paying for. Research from DealCode.ai shows that CRM “adoption rates remain low, with an average adoption rate of 26% across various industries. Additionally, only 47% of companies with a CRM have a business adoption rate of more than 90%.” Why? It comes down to integration.
In this same study, 17% of salespeople listed integration as “the most major difficulty with their current CRM.” Meaning, if your organization’s CRM doesn’t fit into your current tech stack, your employees are less likely to use it.
Why CRM Software Adoption Rates Matter
According to the Sales Optimization Study, increased CRM adoption and utilization rates lead to better sales performance. In fact, your sales team is much more likely to meet or exceed quota if CRM utilization rates are high.
High CRM adoption plus a formalized sales process is the key to consistent sales success. It seems obvious, but a CRM system isn’t particularly useful to organizations if they don’t have a sales process in place.
The research identifies the essential ingredients needed to produce the consistent revenue gains your organization needs to grow.
- A formalized sales process: your team needs a charter that lists the dos and don’ts, outlines workflows for each situation, and shows your team how to get the necessary resources and education. This process sounds a lot like sales enablement because it is.
- Integration with your technology stack: your CRM system shouldn’t break your sales process. It shouldn’t become a major disruption to your sales team or require that your employees receive training on a whole new set of companion tools.
- A CRM that fits your organization: if your sales team needs a CRM to close sales, get one focused on that. If your organization needs a collaborative CRM, choose one that’s tailor-made for that purpose. Choose the right tool for the job and verify that it’s working the way you need it to.
Miss these three points, and your CRM adoption rates will remain low.
What Type of Integration Do You Need?
Integrations aren’t created equal. You’ll need to think about the types of integration you need.
- Native integration: these integrations are tailor-made by a CRM provider to connect with a specific software solution. For example, Pipeline is natively integrated with Google Workspace; these tools communicate directly, sharing data across both platforms.
- Third-party integration: integration is expensive; Integration Platforms as a Service (iPaaS) tools like Zapier and IFTTT, as well as third-party developers, handle integrations for brands. App A needs to connect with App B, so they purchase tools from developers to do it.
- Custom integration: this is typically accomplished via a provider’s API. Custom integration tends to be a significant challenge for businesses that don’t have the know-how, technical expertise, and budget to customize their solution.
If you’re shopping for a CRM that integrates with Google Workspace, you’ll need a solution that’s natively integrated or, at a minimum, one that works with third-party or iPaaS tools like Zapier. Integration requires constant maintenance, so your CRM provider should invest the resources necessary to keep their application up-to-date.
Let’s look at the top CRMs that integrate well with Google Workspace:
| At a Glance: The Top CRMs That Integrate with Google Workspace | |||||
| CRM | Streak | Monday.com | HubSpot | Zoho | Pipeline |
| Integration Type | Hybrid | Third-party | Native/Hybrid | Native | Native/Hybrid |
| Focus Area | Operational | Collaborative | Hybrid | Hybrid | Operational |
| Price | $0 | $12.5 user/mo. | $0 | $20 user/mo. | $29 per mo. |
| Reviews | 4.4 stars (G2) | 4.6 stars (G2) | 4.4 stars (G2) | 4 stars (G2) | 4.4 stars (G2) |
| Support | – – | Included | $0 – $750+ | Free – 20% | Included |
Streak CRM: Best CRM for Consultants and Small Businesses using Google Workspace
Streak was born out of the frustration of constantly switching between your inbox and external software applications. Their goal is to make it simple to manage your everyday processes so you can get more things done.
Streak’s process is built and oriented around spreadsheets. It’s designed to be easy for customers who are used to using spreadsheet tools like Microsoft Excel or Google Sheets. Their free plugin has resonated with 750K users; many are now paying customers.
Streak CRM + Workspace Pros
- Streak is built into Google Workspace; this enables users to use core CRM functions without needing to switch from one app or another
- Streak is a CRM, but it functions more like a power-up for Google Workspace, functioning on top of your favorite apps, in Brave, Chrome, or Edge
- Streak is hyper-focused on three niches – real estate, venture capital, and startups
- Streak is a natural fit if Gmail is your entry point for leads and negotiation
- Customers feel the ease of use and application simplicity to shorten their transitional pain, requiring less training while producing higher user adoption rates
- Streak’s free plan is robust and loaded with functionality for individuals and independents
Streak CRM + Workspace Cons
- Customer support is intermittent to non-existent at times
- Can be difficult to get in touch with customer support or sales
- Several features have been removed without notice (e.g., viewing the email of the person who read your message)
- Updates can have a negative impact on uptime or performance (i.e., customers reply to emails but the email is still marked as unread)
- Customers have complaints about security and the required permissions (see, edit, create, and permanently delete permissions for all apps in Google Workspace)
- As a browser-based application, updates can create problems that affect usability
- Price is high, $600 per user/yr
Highest Rated G2 Features
- Quote & Order Management +12% above average
- Campaign Management +11% above average
- Call Center Features +10% above average
Lowest Rated Features
- Customization – CRM +2% above average
- Data Import & Export Tools – CRM +2% above average
- User, Role, and Access Mgmt. – CRM Average
G2 User Ratings
- Ease of Setup: 9.2
- Ease of Use: 8.8
- Quality of Support: 8.7
Pricing
- Free
- Solo: $15 per user/mo.
- Pro: $49 per user/mo.
- Enterprise: $129
Monday.com: Best for Teams Using CRM and Google Workspace to Collaborate
Here’s how Monday describes their solution. “Monday.com helps teams work smarter and better, working in sync in one place. Boost your team’s alignment, efficiency, and productivity by customizing any workflow to fit your needs.”
Monday’s CRM integration includes feature presets but is flexible enough to allow some customization.
Monday + Workspace Pros
- Monday.com has a strong email marketing automation process that’s integrated with Workspace
- Monday can be used as a centralized system for each department in your organization
- Can be used for both internal and external communication
- Monday is a customer support, project management, internal communication, and CRM system rolled into one
- Syncs with Google Workspace and can function as a replacement for Google Drive or Google Sheets
Monday + Workspace Cons
- Monday has a steep learning curve that requires education
- As a CRM, Monday is not as flexible as other pure CRM systems
- Customers have performance complaints (i.e., bugs, sluggish load times, lack of customization)
- Integrations functionality is not as robust as other fully featured CRMs
Highest Rated G2 Features
- Social collaboration features +12% above average
- Customer support portal +6% above average
- Knowledge base +6% above average
Lowest Rated Features
- Call center features -6% below average
- CRM mobile user support -2% below average
- Quote and order management -3% below average
G2 User Ratings
- Ease of Setup: 8.5
- Ease of Use: 9.0
- Quality of Support: 8.7
Pricing
- Basic: $12.5 per user/mo.
- Standard: $17 per user/mo.
- Pro: $30 per user/mo.
- Enterprise: Call for quote
HubSpot: Best for Teams with an Established Process using Google Workspace
HubSpot’s CRM is a stripped-down version of their Sales Hub platform. Their CRM and Sales Hub products are designed to keep you in Google Workspace so you spend more time working with the tools you are already using. “HubSpot syncs seamlessly with Gmail. Log emails sent from Gmail into HubSpot with one click, track opens and clicks in real-time, and see every detail from your CRM without leaving your inbox.”
HubSpot, like Streak, is designed to integrate with Workspace in a way that keeps users in Workspace (as much as possible, anyway).
HubSpot + Workspace Pros
- HubSpot CRM is free forever
- Their CRM works well for solopreneurs or small micro businesses that are just getting started
- HubSpot’s CRM allows you to work with up to 1 million contacts without ever paying a cent
- HubSpot’s platform has a reputation (according to customers) as a tool that’s easy-to-setup and easy-to-use
- Their free CRM is fully featured and mature.
HubSpot + Workspace Cons
- Customers are locked into long-term contracts that are difficult to break
- Users can’t tag an email from Gmail and attach it to a contact/company/deal retroactively
- “Lists are somewhat useless in workflows since they’re stuck in that workflow even if they’re no longer active in the list.”
- Their CRM software lacks the features of a mature CRM system. This is by design to encourage customers to upgrade to their Sales Hub product.
- HubSpot’s Sales Hub software is incredibly expensive (see below)
- HubSpot’s free CRM doesn’t come with support. If you need help from a customer support specialist, you’ll need to upgrade to a paid plan
Highest Rated G2 Features
- Email Marketing +5% above average
- Lead Management +1% above average
- Contact & Account Management Average
Lowest Rated Features
- Mobile User Support – CRM -3% below average
- Sandbox / Test Environments – CRM -2% below average
- Territory & Quota Management -3% below average
G2 User Ratings
- Ease of Setup: 9.1
- Ease of Use: 8.7
- Quality of Support: 8.2
Pricing
- Free forever CRM (up to 1 million contacts)
- Starter: $30 per mo. for 2 users); capped at 1,000 contacts
- Professional: $1,600 per mo. for 5 users, $100 per month for each additional user; capped at 2,000 contacts
- Enterprise: $5,000 per mo. for 10 users, $120 per month for each additional user; capped at 10,000 contacts
Zoho CRM: Best for Businesses that Need Workspace and an All-In-One Solution
Zoho CRM integrates with Google Workspace, bringing all of your emails, files, events, and tasks together in a centralized system. Zoho’s platform is a massive ecosystem of “Zoho apps” that are designed to work together. According to Zoho, their integration with Google Workspace is seamless and full-featured.
Zoho CRM + Workspace Pros
- Attach documents from Google Drive
- Export events to Google Calendar
- Import all of your contacts from Google Contacts. Keep them updated automatically
- Synchronize Gmail messages with your CRM
- Automatically add leads from Google Ads when visitors convert on your website
- With Zoho CRM and Google Calendar, you can sync dates and events seamlessly
- Access documents inside Google Drive via Zoho without needing to sign in
- Create forms in Zoho CRM, then publish them via Google Sites
- Manage your tasks inside Zoho
Zoho CRM + Workspace Cons
- Zoho’s app ecosystem relies primarily on tools created and managed by Zoho
- Zoho makes it easy to work with your Workspace data, inside Zoho. Not the other way around
- Zoho has 80+ apps in their ecosystem and they want you to run your business on their platform; the downside is that many of these apps compete with Google Workspace directly. “Run your entire business on Zoho with our unified cloud software, designed to help you break down silos between departments and increase organizational efficiency.”
- There are more than 1500 ready-to-use extensions across 40+ categories. The problem is there’s a significant amount of overlap and duplicates in their marketplace.
- Apps in Zoho’s marketplace are designed to extend the performance of Zoho’s core applications and Google Workplace. Many of these apps require additional payment for tasks Zoho should already be doing.
Highest Rated G2 Features
- Contact and account management – 2% below average
- User, role, and access management – 4% below average
- Performance and reliability – 4% below average
Lowest Rated Features
- Sandbox, test environments – 4% below average
- Call center features – 5% below average
- Territory and quota management – 4% below average
Zoho User Ratings
- Ease of Setup: 7.7
- Ease of Use: 8.2
- Quality of Support: 7.5
Pricing
- Free: $0
- Standard: $14 per user/mo.
- Professional: $23 per user/mo.
- Enterprise: $40 per user/mo.
Pipeline CRM: Best for Sales Teams that Sell via Google Apps
As a Google For Work Premier Partner, Pipeline CRM fully integrates with Google Workspace. You can sync your Google Contacts, Gmail, and Google Calendar with leads, deals, and tasks in your pipeline. Your docs, sheets, slides, and files are available natively. There’s no need to update details in two different apps – update once, update everywhere.
This means your team can work primarily in Google Workspace or Pipeline without worrying about whether your data is up-to-date or accurate.
Pipeline + Workplace Pros
- Sync contacts, contacts, leads, events, and deals across both platforms when you integrate with Google apps
- Updated your CRM (e.g., contacts, events, deals, etc.) from inside your Gmail account
- Automatically create contact cards for people you’re emailing or meeting with
- Get event reminders on your Pipeline homepage plus optional text message reminders
- Track and manage your email campaigns automatically via your account
- Send broadcast or autoresponder messages from your account or via Pipeline
- Any emails associated with a lead or deal is automatically tracked in Pipeline, and shared with relevant sales team members
- Track email opens and clicks from messages sent via Gmail
- View your full message history in Gmail or Pipeline along with your notes and details
- Receive automatic reminders to follow-up
- Smart agendas that build themselves as your team works so everyone knows what needs to be done SuperShare to send data to trusted contacts quickly and securely
- Use custom fields to track data specific to your industry, company, process, or personal workflow
Pipeline + Workplace Cons
- Pipeline doesn’t sync custom field data with Google Workspace
- Doesn’t import custom or ad-hoc data (e.g., email signatures, offers, employee bios, etc.) into Pipeline
- Data sync is truly persistent; if you delete it in Workspace, it’s deleted in Pipeline
- Doesn’t sync with Google Drive (requires third-party tools)
Highest Rated G2 Features
- CRM performance and reliability +2% above average
- Contact and account management industry standard
- Opportunity and pipeline management +2% above average
Lowest-Rated Features
- Marketing analytics -6 below average
- Social network integration -6 below average
Pipeline User Ratings
- Ease of Setup: 8.5
- Ease of Use: 8.7
- Quality of Support: 8.6
Pricing
- Start plan: $29 per user per month
- Develop plan: $39 per user per month
- Grow plan: $59 per user per month
Each of these CRMs come with their own set of pros and cons. Choosing the right CRM doesn’t have to be complicated. Just tie the right solution to the tools your team is already using.
Increase CRM Adoption with a Google Workspace Integration
According to Google, 90% of Fortune 500 companies use Google Workspace to get things done in their business daily. Every day, 6 million business customers (3 billion users globally) rely on Google Workspace to manage their events, to-dos, leads, communication, and more. Choose the right CRM that integrates well with Google Workspace, and your adoption rates will grow naturally; better adoption rates, consistent revenue growth.
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