CRMs for GTM engineering
Prices checked on each vendor's site · Updated
The CRMs GTM engineers build with include Attio, Close, HubSpot, Pipedrive and Salesforce. The CRM is where every account, contact and deal ends up. For a GTM engineering stack it matters less which CRM you pick than how open its API is, how cleanly it takes enriched data, and what its automation limits are on your plan.
How do you choose the right CRM tool?
These are the criteria that matter most for CRMs in a GTM engineering stack:
- API access and rate limits on your plan
- Custom objects and fields for signals and enrichment data
- Native integrations with your sequencer and Clay
- Workflow automation included at your tier
- Price per seat as the team grows
How do the 5 CRMs compare on price and Clay fit?
| Tool | Free plan | Starting price | Clay | Best for |
|---|---|---|---|---|
 Attio | Yes | Plus: £27/user/month (annual) or £34/user/month (monthly) | native | GTM engineers who want to design their own objects and attributes, for example a custom Signals or Partners object fed from Clay. |
 Close | No | Solo: $9/user/month billed annually, or $19 billed monthly | native | Inside sales teams whose day is calls and follow-ups, since dialers, SMS and recording are native rather than bolt-ons. |
 HubSpot | Yes | Starter: £7/month per seat (annual) or £9/month per seat (monthly) | native | Teams that want CRM, marketing email, forms and sales sequences in one vendor rather than stitching separate tools together. |
 Pipedrive | No | Lite: £14/seat/month billed annually (£168 a year), or £24/seat/month billed monthly | native | Small and mid-sized sales teams that run a deal-stage pipeline and want reps productive quickly without an administrator. |
 Salesforce | Yes | Starter Suite: £20/user/month | native | Organisations that need a custom data model, granular permissions and complex routing, where Salesforce's objects, SOQL and permission sets do the work. |
Attio
Flexible, data-model-first CRM with custom objects, workflows and a native Clay integration, priced per seat.
- Custom objects and attributes
- Gmail and Outlook auto-sync
- Built-in record enrichment
Free plan · Free; paid from £27/user/mo (annual)
Close
Sales CRM with calling, SMS, email and workflows built in, plus Chloe, an AI agent that calls and qualifies leads on usage credits.
- Built-in calling, SMS and recording
- Power and predictive dialers
- Workflows and bulk email on Growth
$9/user/mo (annual)
HubSpot
CRM platform with a free tier and per-seat paid plans covering sales, marketing and service, plus a large app marketplace.
- Free CRM for up to 2 users
- Two-way Gmail and Outlook sync
- Workflows and sales sequences
Free plan · Free plan; paid from £7/seat/mo (annual)
Pipedrive
Pipeline-first sales CRM built around visual deal stages, sold per seat in four plans with a token-based API budget.
- Customisable deal pipeline stages
- Two-way email sync with tracking
- Automations and nurturing sequences
£14/seat/mo (annual)
Salesforce
Enterprise CRM (Sales Cloud) with a deep customisable data model, SOQL and APIs, sold in editions from a 2-user free suite to Max.
- Custom objects and fields
- SOQL queries for integrations
- Free Suite for up to 2 users
Free plan · Free Suite; paid from £20/user/mo
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