Sugar Named a Leader in Best Sales Force Automation and Best Small and Midmarket CRM Suite Categories

SugarCRM, provider of the award-winning intelligence-driven sales automation platform, has been recognized as Top CRM Provider in the 2025 CRM Industry Leader Awards for the fifth consecutive year.

Sugar has been named to the list of leading solutions in the Best Sales Force Automation and Best Small and Midmarket CRM Suite categories.

The CRM Industry Leader Awards highlight vendors that consistently deliver best-in-class products across sales, marketing and contact center solutions. Presented by CRM magazine, leaders are determined by an editorial panel in collaboration with industry analysts and consultants.

Leaders were announced live by industry analysts Paul Greenberg and Brent Leary alongside CRM magazine representatives, and are featured in the September 2025 issue.

Regarding Sugar’s inclusion in the Best Sales Force Automation category, judges note: “Sugar Sell has really grown up recently, bolstered by the integration of its sales-i solution, which it acquired in mid-2024, with the Sugar Sell sales automation offering; it can guide sellers to hidden opportunities and identify cross-sell and upsell opportunities and changes in customer behaviors that might indicate a high churn risk.”

Sugar’s product has taken on such an important sales role that Kate Leggett, vice president and principal analyst at Forrester Research, now calls SugarCRM a “sales-first CRM system,” with SFA being “the strongest part of the suite.” Beyond that, it has “good process management supporting complex sales workflows and advanced features like a pipeline inspection tool, customer journey visualization, and support for renewals and subscriptions,” Leggett adds.

Regarding Sugar’s recognition in the Best Small and Midmarket CRM Suite category, judges report: “SugarCRM has strong roots in the SMB space, though its product has become largely verticalized in the manufacturing and technology sectors.” Nonetheless, it still has ‘a compelling value proposition’ for the larger SMB community,” says Rebecca Wettemann, founder and CEO of Valoir. Leggett agrees, adding that Sugar’s main offering is “a straightforward, full-featured CRM” with thousands of midmarket customers.

“To be recognized as a top CRM provider for the fifth consecutive year by the esteemed panel of CRM Industry Leader Award judges is a tremendous honor,” said Clare Dorrian, Chief Marketing Officer, SugarCRM. “This award recognizes our commitment to building seller-first products for complex, relationship-driven markets – helping sellers cut through the noise, focus on the right signals, and win more every day.”

Sugar Sell, sales-i, Market, and Serve are integral components of Sugar’s comprehensive CRM solution – a platform powered by advanced artificial intelligence (AI) and user-friendly interfaces. Together, these solutions break down the silos that often exist within a business, ensuring a cohesive and efficient approach to customer relationship management and customer success.

Click here to learn more about Sugar’s AI-driven solutions for CRM.

About SugarCRM

SugarCRM software solutions help sales teams reach their highest potential. Designed to cut through complexity, prioritize opportunities, and increase upsell using the resources they already have, SugarCRM is ideal for complex, relationship-driven industries – such as manufacturing, wholesale and distribution – looking to accelerate growth and drive smarter decision-making.

Thousands of companies in over 120 countries rely on SugarCRM to engage with clarity, sell with consistency and close with confidence. Headquartered in Denver, SugarCRM is backed by Accel-KKR.

For more information about SugarCRM, visit: www.sugarcrm.com.

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SugarCRM has been recognized as a Top CRM Provider in the 2025 CRM Industry Leader Awards for the fifth consecutive year -- honored in the Best Sales Force Automation and Best Small and Midmarket CRM Suite categories.