The best B2B CRMs in 2026

Eight out of ten Brazilian companies already use a CRM or are in the middle of implementing one. If the tool were the answer, most of them would be hitting their targets, and that is not what happens. In most of the cases I see, the choice was made wrong, and wrong here almost never means the platform is bad.

This text goes with the video above, which is in Portuguese. It has two parts: the list of the best B2B CRMs of 2026, which is not mine, and the research method I actually use before recommending anything. The second part is worth more than the first.

Before the list, a disclaimer I need to make

Straight to the point: which CRM to choose for where you are

The two sources I check

G2. It is the largest B2B software review portal and it guides specialist decisions worldwide. The most useful things it has are the grid, which crosses market presence with satisfaction, and each product’s page, with score, use cases, features by module, reviews and, something almost no other source shows, the list price table.

That last point saves the most time. The price shown there is the one on the vendor’s website, with no negotiation, no campaign and no coupon. It works as a floor, so you walk into the sales conversation knowing the order of magnitude. For 360-degree products like HubSpot and Salesforce, the page breaks down by module, so you can see the marketing rating separately from the sales one, which is exactly the cut that matters when only one team will use it.

B2B Stack. It is the Brazilian equivalent, and that is why I check both. The reviews come from companies operating in Brazil, with size and segment stated in each one, which changes the reading: a high score from a thousand-employee company in the United States says little about a thirty-person operation in Brazil. On the other hand, B2B Stack does not show pricing, so each source covers the other’s gap.

If you do only one thing after reading this, do this: open both portals and look up the tool you are already considering, filtering by a company size similar to yours.

The 2026 list

Published by B2B Stack together with G2, for the Brazilian market, in this order:

1. HubSpot CRM, named best in category for mid-size and large B2B companies in the 2025 awards
2. RD Station CRM
3. Pipedrive
4. Agendor
5. Zoho CRM
6. Salesforce
7. PipeRun
8. Ploomes

Three of them are Brazilian, which matters more than it seems when the operation depends on Brazilian invoicing, bank slips and integration with a local ERP.

A note on Pipedrive, because it is the most common question. It does the basics well: if you use only the sales module, it serves you comfortably. Where it falls short is integration with marketing and service, and that is exactly the point that decides whether the choice will serve you for three years or for one.

On G2’s broader grid, which looks at the global market, the leaders are Salesforce, HubSpot, Pipedrive, ActiveCampaign, SAP and Zoho. Can you make a decision on that alone? No. The grid tells you who has presence and satisfaction, and it says nothing about your context.

Why the list decides nothing

A market-leading tool implemented on top of a process nobody designed keeps returning reports that do not match the forecast, which is why process comes before the tool. I have seen operations switch CRMs twice in three years and complain about both, because the problem was in the pipeline stage criteria and not in the platform. A well-filled loss reason solves more than a migration, and I show that in how to turn your CRM into a demand machine.

The useful question is not which CRM is the best. It is what information your operation needs centralized, at what point in the journey, and who is responsible for keeping it up to date. I laid out that script in the article on what a CRM is and what it is for, and it should come before any scheduled demo.

With the answers in hand, you go into G2 and B2B Stack looking for something specific instead of comparing everything with everything. The list stops being a ranking and becomes a starting point, which is the only honest use it has.

And if at some point the conversation stops being about choosing and becomes about implementing or migrating, that is where CRM implementation and migration consulting comes in: designing the operation, not buying the license.

One last challenge, for anyone with three demo tabs open right now. If you switched CRMs next month, how much of the problem that bothers you today would stay exactly the same?