Best HubSpot Apps for GTM Teams in 2024

Best HubSpot Apps for GTM Teams in 2024

Updated June 20, 20262,723 words5 tools compared

Go-to-market teams juggle multiple priorities: pipeline management, sales velocity, customer data accuracy, and revenue forecasting. HubSpot provides the foundation, but the right complementary apps can transform how your GTM team operates. Whether you're a Series A startup or scaling Series B company, choosing the right CRM apps directly impacts your ability to hit revenue targets. In this guide, we'll review the best HubSpot-integrated CRM solutions and standalone tools that GTM teams use to accelerate deal cycles, improve data quality, and gain visibility into pipeline health. We've evaluated pricing, feature depth, user experience, and real-world implementation complexity to help you make an informed decision for your team.

Quick Comparison

ProductBest ForStarting PriceRatingKey Feature
CloseSales-driven startups needing built-in calling$49/user/mo4.7/5Native dialing with AI-powered follow-ups
PipedriveSMBs prioritizing visual pipeline management$14.90/user/mo4.6/5Intuitive deal board and activity tracking
AttioTeams wanting flexible, custom workflows$29/user/mo4.5/5Workspace-first design with real-time collaboration
FreshsalesHigh-velocity sales teams needing AI assistance$15/user/mo4.4/5AI-powered lead scoring and deal insights
FolkStartups focused on relationship intelligence$20/user/mo4.3/5Automated data enrichment and multi-channel integration
SalesforceEnterprise teams requiring advanced customization$25/user/mo4.5/5Agentic AI and unified Customer 360 platform

Scroll horizontally to see all columns

Detailed Reviews

In-depth analysis of each platform to help you make the right choice.

#1

Close

Top Pick

Best For: Inside sales teams and startups executing rapid GTM strategies with small to mid-sized sales organizations

Close stands out as the most purpose-built CRM for inside sales teams operating within GTM frameworks. Unlike general CRMs, Close integrates calling, email, and SMS directly into the platform, eliminating context-switching that kills sales productivity. For GTM teams executing rapid sales cycles, Close's AI-powered follow-up automation means your team spends less time on administrative work and more time building relationships. The platform is specifically designed for teams running high-velocity sales motions where speed and accessibility matter.

Pricing: Starts at $49/user/month with a free trial. No seat minimums, making it accessible for early-stage teams. Pricing scales with additional features like SMS and call recording.

Key Features

  • Native VoIP calling built into the platform
  • AI-powered follow-up automation
  • Email and SMS integration
  • Real-time activity capture
  • Pipeline visibility with custom fields

Pros

  • +Calling functionality built-in means no third-party tool switching—your sales team stays in one interface
  • +AI follow-up automation identifies cold leads and suggests next actions, reducing manual CRM work
  • +Starting price of $49/user is higher than Pipedrive but justifiable for teams heavily using calling features
  • +Strong focus on sales velocity makes it ideal for founders running lean GTM operations

Cons

  • -Smaller user community compared to HubSpot or Salesforce means fewer integrations and community resources
  • -Learning curve for teams transitioning from traditional email-centric workflows
  • -Limited marketing automation compared to HubSpot's integrated approach

Verdict

Close is the top choice for GTM teams where sales reps spend significant time on calls and need context automatically captured. If your team values integrated calling and AI-powered follow-ups over extensive integration ecosystems, Close delivers exceptional value. Best for Series A and B companies with 5-50 person sales teams executing inside sales motions.

#2

Pipedrive

Best For: SMB GTM teams and startups prioritizing ease of use and visual deal management over feature depth

Pipedrive has earned the reputation of being 'designed by salespeople for salespeople,' and that philosophy shines through in GTM applications. The platform prioritizes visual pipeline management through its signature deal board, making deal progression and bottleneck identification instant. GTM teams use Pipedrive specifically for its ease of setup, predictable deal forecasting, and lack of unnecessary complexity. For founders and sales leaders who want their team focused on selling rather than CRM administration, Pipedrive removes friction from adoption and daily usage.

Pricing: Starts at $14.90/user/month, making it one of the most affordable options. The Basic plan includes core CRM features, with higher tiers adding automation and analytics. No long-term contracts required.

Key Features

  • Visual deal board with drag-and-drop pipeline management
  • Customizable deal stages and fields
  • Activity timeline and communication history
  • Deal forecasting and reporting
  • Email integration and templates

Pros

  • +Lowest entry price point ($14.90/user/mo) makes it accessible for seed-stage teams with tight budgets
  • +Intuitive deal board design means minimal onboarding friction—sales reps understand it immediately
  • +Strong activity tracking ensures nothing falls through the cracks in deal progression
  • +Excellent reporting for pipeline visibility, critical for GTM planning and board conversations

Cons

  • -Integration ecosystem is smaller than HubSpot or Salesforce, limiting third-party tool connectivity
  • -Marketing automation features are basic, requiring separate tools for campaign execution
  • -Limited AI-powered features compared to newer competitors like Folk or Close

Verdict

Pipedrive is ideal for GTM teams that need a reliable, easy-to-use CRM without overcomplication. If your team prioritizes deal visibility, quick implementation, and cost efficiency, Pipedrive delivers strong ROI. Most suitable for seed-stage and Series A companies with smaller sales teams (5-30 reps) that value simplicity over feature breadth.

#3

Attio

Best For: Startups with non-traditional sales processes or complex account structures requiring highly customizable CRM workflows

Attio represents a new generation of CRM design focused on flexibility and customization without requiring technical expertise. Unlike rigid CRMs that force workflows into predetermined shapes, Attio lets GTM teams design the exact data structure and workflows they need. This flexibility is powerful for GTM teams operating non-standard sales processes or managing complex accounts with multiple stakeholders. Attio's workspace-first approach and real-time collaboration features make it particularly strong for distributed teams where visibility and communication across sales and marketing are critical.

Pricing: Freemium model with free tier for up to 3 users. Paid plans start at $29/user/month with no setup fees. Transparent usage-based pricing on higher tiers.

Key Features

  • Fully customizable data fields and workflow automation
  • Real-time collaboration across team members
  • Flexible views (board, list, calendar, kanban)
  • API-first architecture for custom integrations
  • Activity capture and relationship timeline

Pros

  • +Exceptional flexibility means you're not forced into standard GTM workflows—design what matches your process
  • +Real-time collaboration enables sales and marketing teams to work together on the same account view
  • +Free tier makes it viable for pre-revenue or bootstrapped teams to test before committing to paid plans
  • +Modern interface with customizable views appeals to technical co-founders who appreciate product design quality

Cons

  • -Flexibility comes with configuration overhead—teams must invest time deciding their data structure before scaling
  • -Smaller user base means fewer pre-built templates and integrations compared to established platforms
  • -May be overkill for teams with straightforward, linear sales processes

Verdict

Attio is the best choice for GTM teams that reject one-size-fits-all CRMs and need a platform that adapts to their specific processes. If your team's sales process doesn't fit Pipedrive's standard workflows, Attio provides the flexibility to build custom solutions. Best for Series A companies with founders who appreciate technology depth and teams with complex, non-linear sales processes.

#4

Freshsales

Best For: SMBs and Series A companies running high-volume lead generation with heavy demand gen in their GTM motion

Freshsales distinguishes itself as an AI-powered CRM built specifically for high-velocity sales teams managing large lead volumes. The platform uses machine learning to score leads based on engagement patterns, predict close probability, and recommend next actions—automation that matters when your GTM team processes hundreds of leads monthly. Freshsales is particularly strong for demand generation-heavy motions where lead quality assessment and prioritization are critical bottlenecks. The platform's native integration with Freshworks' ecosystem also provides marketing and customer service capabilities, useful for early-stage companies seeking an integrated solution.

Pricing: Starts at just $15/user/month, one of the most affordable options. Free tier available with limited features. Enterprise pricing available with custom implementations.

Key Features

  • AI-powered lead scoring and predictive analytics
  • Built-in sales engagement with email and calling
  • Freshworks ecosystem integration (marketing, support)
  • Lead enrichment and duplicate detection
  • Customizable sales workflows and automation

Pros

  • +Exceptional value at $15/user/month with AI-powered features included standard across all plans
  • +Lead scoring automation saves GTM teams hours weekly in lead prioritization and qualification
  • +Integration with Freshworks marketing tools enables coordinated GTM campaigns without tool-switching
  • +User-friendly interface with minimal learning curve for sales teams transitioning from spreadsheets

Cons

  • -AI recommendations, while useful, sometimes require manual validation rather than full automation
  • -Integration with HubSpot requires third-party connectors rather than native integration
  • -Calling and email features feel secondary compared to purpose-built tools like Close

Verdict

Freshsales is the best value for GTM teams running high-volume lead generation who want AI-assisted lead prioritization built-in. If your team processes hundreds of leads monthly and needs intelligent lead scoring without expensive enterprise licensing, Freshsales delivers strong ROI. Most suitable for Series A companies with GTM motions emphasizing demand generation and high lead volumes.

#5

Folk

Best For: Startups and Series A companies managing enterprise accounts with complex stakeholder relationships and business development emphasis

Folk positions itself as a CRM built for relationship intelligence and business development—a philosophy particularly relevant for GTM teams where account relationships and stakeholder mapping directly impact deal velocity. Folk automates data enrichment by pulling information from LinkedIn, company websites, and email interactions, reducing the administrative burden of CRM data entry. For GTM teams managing enterprise accounts with multiple decision-makers, Folk's relationship intelligence features—including automated stakeholder identification and interaction tracking—provide visibility that standard CRMs miss. The platform's multi-channel data integration means emails, calls, and LinkedIn interactions automatically feed into a single relationship view.

Pricing: Freemium model with free tier for up to 2 users. Paid plans start at $20/user/month with flexible annual commitment options.

Key Features

  • Automated data enrichment from multiple sources
  • Stakeholder mapping and relationship intelligence
  • Multi-channel activity tracking (email, LinkedIn, calls)
  • Proactive relationship insights and reminders
  • Team collaboration on accounts and relationships

Pros

  • +Automated enrichment means less manual CRM data entry, freeing GTM teams for actual selling and relationship building
  • +Stakeholder mapping is invaluable for enterprise GTM where deals involve multiple decision-makers and influencers
  • +LinkedIn integration provides real-time signals on decision-maker changes and company news affecting accounts
  • +Strong relationship intelligence features—Folk actually understands your deal ecosystems, not just tracking activities

Cons

  • -Data enrichment automation, while powerful, requires maintaining integration connections with multiple sources
  • -Less suited for high-volume, transactional sales processes compared to vertical SMB plays
  • -Smaller integration ecosystem compared to HubSpot or Salesforce

Verdict

Folk is the optimal choice for GTM teams where relationship depth and account intelligence directly impact deal success. If your GTM strategy emphasizes account-based selling, stakeholder management, or complex B2B relationships, Folk's relationship intelligence justifies the adoption investment. Best for Series A companies with enterprise or mid-market GTM motions and teams that value relationship insights as a competitive advantage.

Frequently Asked Questions about best hubspot apps for gtm teams

HubSpot operates as a full platform combining CRM, marketing automation, sales tools, and customer service. Standalone CRM apps like Close or Pipedrive focus depth on specific problems—Close excels at call management, Pipedrive at visual pipeline visibility. GTM teams often use HubSpot as their central hub but add complementary apps when HubSpot's native features fall short. For example, a team might use HubSpot for core CRM and marketing automation but integrate Close for advanced calling features or Folk for enterprise account intelligence. The choice depends on whether you prefer one integrated platform or a best-of-breed approach with multiple specialized tools. Start-ups with limited budgets often choose one strong CRM and add tools as specific pain points emerge, rather than implementing a massive platform from day one.

The best CRM for your GTM team depends on three core factors: your sales motion (inside sales, field sales, or hybrid), typical deal size and complexity, and team size and growth trajectory. Inside sales teams executing rapid cycles should prioritize CRMs with strong calling, email, and automation features—Close or Freshsales excel here. Enterprise GTM teams managing complex accounts with multiple stakeholders benefit from Folk's relationship intelligence or Attio's customization flexibility. High-volume demand generation motions need intelligent lead scoring, making Freshsales a strong choice. Assess your team's actual workflows before tool selection: Which activities consume the most time? Where do deals stall? What visibility do sales leaders need? The CRM that directly addresses these specific friction points will drive the fastest adoption and maximum ROI. Many founders make the mistake of selecting based on feature lists rather than workflow fit—choose the tool that eliminates your actual bottlenecks.

Early-stage teams (pre-Series A) should absolutely start with free or freemium tiers—the difference in revenue generated is rarely tied to CRM cost. Attio and Folk both offer robust free tiers supporting up to 2-3 users, allowing teams to prove the CRM solves real problems before financial commitment. Use free tiers to experiment, understand your team's actual CRM usage patterns, and identify which features matter versus which are theoretical. The moment you hit 5-10 sales team members or need features unavailable in free tiers (like automation or advanced reporting), transition to paid plans. A $100/month spend on the right CRM (even if more expensive than free alternatives) generates far more ROI than a free tool gathering dust. GTM teams often make the inverse mistake: starting with expensive enterprise platforms (Salesforce) when their processes remain unsettled. Wait until your sales process is stable and repeatable before investing heavily in enterprise CRM infrastructure.

Integration with HubSpot matters significantly if HubSpot serves as your marketing and CRM center of gravity. Deep integration means activities logged in third-party tools (calls in Close, deals in Folk) automatically sync to HubSpot, creating a single source of truth. However, many GTM teams operate multiple systems successfully—Close functions independently, Pipedrive operates its own database, Folk maintains its own relationship view—without requiring real-time HubSpot synchronization. The tradeoff: integrated tools reduce manual data entry and context-switching but may limit feature depth versus standalone tools. Your decision should depend on whether HubSpot generates critical value (marketing automation driving your GTM motion, for example). If HubSpot is primarily a CRM repository with limited other usage, standalone tools with periodic syncing work fine. If HubSpot drives your entire GTM engine (marketing campaigns, email nurturing, customer engagement), native or tight integration becomes more valuable. Evaluate whether the marginal cost of integration justifies the switching cost and potential feature compromise.

Conclusion

Selecting the right CRM app for your GTM team is fundamentally about solving your team's specific bottlenecks rather than chasing feature lists or brand recognition. Close serves teams where calling velocity and AI-powered follow-ups directly impact results. Pipedrive eliminates complexity and onboarding friction, perfect for founders who want their team selling rather than configuring. Attio provides the flexibility to build exactly what your GTM process requires without enterprise baggage. Freshsales delivers exceptional AI-powered lead intelligence at accessible price points for high-volume sales motions. Folk brings relationship intelligence and stakeholder mapping that proves invaluable for complex account-based selling. Salesforce remains the default for enterprise GTM teams with large budgets and complex requirements, though the setup investment is substantial. Rather than defaulting to HubSpot because it's familiar or prestigious, assess where your team's actual time drains exist. Do reps waste hours typing into the CRM? Is lead quality assessment manual and inconsistent? Are account relationships and stakeholder info scattered across emails and LinkedIn? Choose the tool that directly addresses these real problems. Most successful GTM teams don't use a single monolithic platform—they build a stack of best-of-breed tools. Start lean, measure adoption rates and workflow impact, and add complexity only when you've proven the value of your sales process itself. Your RevAlign.io GTM strategy should inform your tool selections, not the reverse.

Need Help Implementing These Tools?

RevAlign builds GTM flywheels for B2B startups. We integrate your tools into one system where every channel compounds.

Get StartedLearn About Revenue Infrastructure