From small businesses to large enterprises, the right sales tracking software can streamline your operations and lead to substantial growth. This article provides an in-depth look at the core benefits, essential features, and top picks for 2025.
Hitting your sales targets ensures your team achieves company revenue growth. A successful sales team uses data to trigger actions and tailor the experience to prospective clients to provide a superior experience.
But what if you miss your sales goals? When the arrow misses the mark, skilled archers don’t just send more arrows hoping for a different result. They look at many factors to improve their aim. They can look internally at their breathing, stance, release, and equipment. External factors like wind speed and direction, distance, and target size are also at play.
Your sales team may recognize that you aren’t hitting your sales goals, but how do you determine what’s knocking you off course? Sales goal tracking can improve your aim. With sales tracking software, you can automate the collection of key data points and use the power of AI to zero in on your “bullseye.”
Whether you’re a small business with a handful of leads or a large organization with a complex sales process, effective sales tracking ensures you stay proactive, organized, and on the path to consistent growth.
What you’ll learn:
- What is Sales Tracking Software?
- Core Benefits of Effective Sales Tracking
- Essential Features to Look for in Sales Tracking Software
- What is the Best Sales Tracking Software for 2025?
- Top CRM Enterprise Sales Tracking Software
- Top “Out-of-the-Box” Solutions That Specialize in Sales Tracking
- Top DIY Sales Tracking Solutions for Medium to Small Businesses
- Choosing the Right Sales Tracking Solution
- Final Thoughts
- Take Control of Your Sales Process
What Is Sales Tracking Software?
Sales tracking is a business process of monitoring, recording, and analyzing key data points throughout the sales process. Your team will notice insights into performance, trends, and opportunities for improvement and will empower you to refine strategies for sustainable revenue growth.
Using software to track sales helps you respond faster to market changes. Sales tracking software is a digital platform that automates sales-related data collection, organization, and analysis. It provides features such as pipeline visualization, lead management, activity logging, and reporting dashboards.
The immediacy and adaptability of sales tracking software can lead to more efficient decision-making, better team collaboration, and more substantial sales results.
Why Sales Tracking Matters
When moving one client through the sales cycle, it’s easy to identify gaps and opportunities. However, as you grow and continue to talk to more prospective customers, the data and your memory can become jumbled, and it’s more likely that things will be missed.
If you aren’t using sales management software to track your client’s journey in the sales cycle, you risk overlooking critical details that could stall progression. Slow deal progression can go unnoticed without instant insights - until it’s too late to salvage the opportunity. You also can’t always differentiate between high-performing or underperforming tactics that could influence future strategies.
Relying on guesswork or outdated information could prevent you from gaining quick wins that boost short-term results and making strategic changes that drive long-term growth.
Sales tracking benefits each role on the sales team. Individual sales representatives gain visibility into where each deal stands, easily prioritize follow-ups, and spend less time determining the next steps. Sales managers get instant oversight of the entire sales pipeline and each rep’s performance. This helps spot coaching opportunities, identify bottlenecks, and accurately forecast revenue. Executives can receive high-level dashboards and metrics that show whether the company is on track to hit revenue objectives.
Core Benefits of Effective Sales Tracking
Visibility into the entire sales cycle
Effective tracking makes the sales cycle more straightforward—from initial contact to conversion. By documenting each stage or drop-off point, you can see exactly why and when leads are progressing—or stalling. When a specific stage in the sales cycle is continually stalling, you can direct more resources to remedy and prevent future bottlenecks.
Visibility into the entire cycle allows you to make better predictions or forecasts. Knowing the volume and pace of deals moving through the pipeline enables more accurate revenue predictions.
Enhanced team collaboration and accountability
It’s impossible to hit or miss an unidentified target. Giving a number to hit and tracking each rep’s data provides clear accountability. Sales reps are naturally more accountable for the activities and outputs.
When everyone’s numbers are visible, there is healthy competition and motivation. Recognizing who is excelling and learning from their success will elevate the entire team. Sales managers can easily spot who needs additional coaching and provide additional support.
Accurate forecasting and revenue insights
Using real-time data offers the most precise look at where each deal stands, allowing you to project future revenue. Concrete metrics, like the total addressable market (TAC) or monthly deal velocity, position businesses to plan budgets, headcount, and resources well in advance.
Better customer experience and retention
A complete picture of each prospect’s customer journey sets the stage for meaningful, personalized outreach. Tailor messages and direct prospects to relevant solutions based on buyer signals (such as repeated site visits, filling out a lead generation form, or attending a demo). Visibility into past purchases and interactions reveals opportunities for up-sells or cross-sells, nurturing long-term relationships with prospective customers.
Automation and timesaving
Automating repetitive tasks, like data entry, updates, and routine follow-up, reduces the chance of human error. Reps can devote more hours to building relationships and closing deals rather than juggling spreadsheets or administrative tasks. By focusing on high-value activities and automating the rest, your sales reps become more productive, and profits reflect that efficiency.
Marketing team alignment
Often, marketing teams collect leads and hand those off to the sales team to close the deal. Sales tracking software breaks down silos for the two teams to work together. Marketing teams can better target qualified leads by connecting the data and understanding which leads convert. Sales teams will have more contact with the target market and can track and share qualitative insights.
Essential Features to Look for in Sales Tracking Software
- Lead & Contact Management
Software should track new leads, store relevant data, and log where each lead came from. Look for connections with chatbots, lead forms, and analytics tools to centralize all lead sources. - Pipeline & Deal Management
A clear visual pipeline shows where every deal stands in the sales cycle. Look for “deal rotting” alerts to warn you when opportunities stall so you can act faster. - Activity Tracking & Automation
Monitoring calls, emails, meetings, and tasks ensure nothing slips through the cracks. Look for automated reminders and scheduling to free up time by prompting timely follow-ups or drip campaigns. - Sales Analytics & Reporting
Analytics should measure revenue-per-sale, conversion rates, and lead source attribution. Funnel and loss reports highlight performance issues, helping you remedy bottlenecks quickly. - Forecasting & Goal Setting
Predict incoming revenue using weighted pipeline forecasts and AI-driven predictions. Yearly and quarterly comparisons reveal trends and guide realistic targets. - Collaboration & Integration
It should integrate with CRMs, email clients, and other marketing automation tools. Look for mobile access for field teams requiring real-time updates on the go. - Customization & Scalability
Look for adaptable features like custom fields, dashboards, and workflows that allow you to tailor your needs.
Make it Fun Some sales tracking software have gamification to inspire healthy competition, reward success, and boost sales team performance.
What is the best sales tracking software for 2025?
The best software will be the one that fits your unique business needs and objectives. A large corporation and a growing start-up will find a different “best solution.” To make it easier to filter through the many options, we’ve divided the list into three types: CRM Enterprise with Sales Tracking Software included, Sales Tracking Software, and DIY form sales tracking solutions.
Whether your business requires the power and all-in-one software of a CRM, the simplicity of specialized sales tracking solutions, or the customization of DIY form builders, you can find the top software to fit your business needs.
Top CRM Enterprise with Sales Tracking Software
Enterprise CRMs are often the best fit for larger organizations that require help with extensive customization, advanced analytics, and cross-department alignment. They offer robust features and flexible architecture to unify sales, marketing, and other teams under a single source of truth. This is the most expensive option for sales tracking software.
Salesforce
Salesforce is a popular enterprise CRM that unifies sales, marketing, and customer support in a single cloud platform. It offers a robust ecosystem of apps and integrations designed to scale with complex business needs.
Who it’s best for: Large organizations needing a fully customizable platform
What makes it unique:
- Extensive app ecosystem The Salesforce AppExchange hosts thousands of third-party solutions, allowing you to fully customize and extend the CRM’s capabilities.
- Advanced analytics and AI (Einstein) Salesforce Einstein provides predictive insights, automation, and suggestions to boost sales effectiveness.
- Enterprise customization options Its flexible architecture supports complex workflows, large data volumes, and advanced security features.
- Strong partner network A vast network of consulting partners helps tailor Salesforce deployments for virtually any industry or business size.
What makes it not a good fit:
- Complexity Salesforce’s extensive features and customization options can be overwhelming for small teams or those without dedicated IT support.
- Cost The pricing can be prohibitively expensive for startups or small businesses, especially when adding necessary modules and integrations.
Zoho CRM
Zoho CRM is a cloud-based solution aimed at streamlining lead management and customer interactions. Zoho makes it easier for teams to coordinate efforts and track progress with centralized data in one interface.
Who it’s best for: Mid-sized to enterprise teams wanting a feature-rich yet budget-friendly CRM
What makes it unique:
- All-in-one Zoho Suite integration Zoho CRM seamlessly integrates with other Zoho tools (like Zoho Books, Zoho Desk, and Zoho Campaigns) for an end-to-end business solution.
- Budget-friendly pricing Offers a lower cost of entry and scalable plans compared to many enterprise-focused CRMs.
- Ease of use It is designed with a user-friendly interface and simplified setup, making it accessible for teams with limited tech resources.
- AI-powered insights (Zia) Zia, the built-in AI assistant, offers predictions, alerts, and recommendations to help users spot trends and improve sales outcomes.
What makes it not a good fit:
- Learning curve While feature-rich, Zoho CRM can require significant time to learn and fully utilize, which might be challenging for teams with limited training resources.
- Customization overload The high level of customization available may lead to overcomplicating workflows for teams that need a straightforward solution.
HubSpot Sales Hub
HubSpot Sales Hub merges marketing, sales, and service tools in one platform that follows an inbound methodology. It helps businesses organize deals, automate outreach, and measure performance with built-in analytics.
Who it’s best for: Businesses seeking inbound marketing plus integrated sales tracking
What makes it unique:
- All-in-one inbound platform Combines marketing, sales, and customer service under one roof.
- Free entry-level tools A robust free plan lets smaller teams experiment before upgrading.
- Seamless integration Native HubSpot ecosystem plus integrations with many popular SaaS tools.
- Powerful automation Automated sales sequences, reminders, and pipeline updates save reps time.
What makes it not a good fit:
- Limited features in the free plan Teams relying solely on the free tier may find the features insufficient for advanced sales tracking and automation needs.
- Cost of upgrades As businesses grow, the cost of upgrading to access more advanced features can become expensive.
Microsoft Dynamics 365
Microsoft Dynamics 365 combines CRM and ERP capabilities to manage sales, finance, and operations at an enterprise scale. It integrates with the broader Microsoft ecosystem and uses AI to support more accurate forecasting.
Who it’s best for: Enterprises already using Microsoft’s ecosystem
What makes it unique:
- Deep Microsoft ecosystem Integrates easily with Office 365, Teams, and Power BI.
- Enterprise scalability Built to handle complex deployments and large user bases.
- AI-driven insights Predictive analytics help forecast sales and identify at-risk deals.
- Highly customizable Adapts to various industries with custom modules and workflows.
What makes it not a good fit:
- Integration dependency Best suited for organizations already using Microsoft products; teams not embedded in the Microsoft ecosystem may face integration challenges.
- Complex implementation The setup and customization process can be lengthy and require specialized knowledge, making it unsuitable for teams needing a quick deployment.
Top “Out-of-the-Box” Solutions That Specialize in Sales Tracking
“Out-of-the-box” solutions serve teams that need a straightforward, dedicated sales-tracking platform without the expensive overhead of a full-scale CRM. These solutions are often set up with the most popular features and metrics.
Pipedrive
Pipedrive is a visually oriented CRM geared toward small and midsize teams seeking an intuitive view of their pipelines. Users can quickly move deals through stages and access real-time insights on potential bottlenecks.
Who it’s best for: Sales-focused teams wanting a straightforward, visual pipeline tool
What makes it unique:
- Visual pipeline interface Intuitive Kanban board helps users track deals at a glance.
- Deal “rotting” alerts Notifies reps when deals are idle for too long.
- Goal and activity tracking Clear metrics for daily tasks and long-term sales objectives.
- Streamlined sales focus Prioritizes pipeline management over extra marketing or service features.
What makes it not a good fit:
- Limited advanced features Teams needing comprehensive marketing automation or in-depth analytics may find Pipedrive’s feature set too basic.
- Customization constraints While visually intuitive, Pipedrive offers fewer customization options compared to more robust CRMs like Salesforce or Zoho.
FreshSales (Freshworks)
FreshSales (Freshworks) delivers an easy-to-use CRM focusing on streamlined lead management, contact tracking, and communication. It consolidates multiple channels into one interface, helping reps stay on top of every deal.
Who it’s best for: Teams who want a simple interface but still need robust tracking and automation
What makes it unique:
- Built-in phone and chat Native calling and messaging simplify communication.
- Lead scoring Automatically identifies high-potential leads based on engagement.
- 360° customer view Centralizes contact details, activities, and deals in one dashboard.
- Free plan option Ideal for small teams wanting to test basic CRM functionality first.
What makes it not a good fit:
- Scalability issues As businesses grow, FreshSales may lack some of the advanced features and scalability options required by larger enterprises.
- Integration limitations Integration options, while decent, are not as extensive as those offered by leading CRMs, potentially limiting workflow automation.
Gong
Gong is a revenue intelligence platform that analyzes customer interactions from calls to emails. It generates insights for improving team performance and uncovers trends that can refine sales strategies.
Who it’s best for: Sales organizations that want deep conversational and revenue intelligence
What makes it unique:
- Conversation intelligence Records and analyzes sales calls to highlight best practices.
- Revenue insights AI-driven analysis uncovers hidden deal risks and coaching opportunities.
- Real-time coaching Managers get data-backed tips on rep performance and next steps.
- Pipeline visibility Tracks all outcomes to forecast revenue accurately across the team.
What makes it not a good fit:
- Focus on conversation intelligence Teams not heavily reliant on sales calls and meetings may find Gong’s primary features less beneficial.
- Cost Gong can be expensive, particularly for smaller teams or startups with tight budgets.
Clari
Clari provides revenue operations and pipeline analytics, using real-time data to inform forecasts and prioritize deals. Its unified dashboard helps teams collaborate and spot risks before they impact goals.
Who it’s best for: Revenue-focused teams that need precise forecasting and real-time pipeline analytics
What makes it unique:
- Revenue operations platform Aligns sales, marketing, and finance around a single forecast.
- Predictive forecasting AI evaluates deal health and identifies potential pipeline gaps.
- Automated data capture Minimizes manual input while maximizing deal insights.
- Cross-functional collaboration Provides a shared workspace for entire revenue teams.
What makes it not a good fit:
- Specialized use case Clari is best suited for revenue operations and forecasting; teams looking for a general CRM may find it too specialized.
- Complex setup Implementing Clari’s advanced analytics and forecasting features can be complex and time-consuming.
Proposify
Proposify simplifies creating, sending, and tracking proposals so sales teams can see exactly when and how prospects engage with documents. Centralizing proposal data keeps negotiations running smoothly and shortens the closing cycle.
Who it’s best for: Businesses that rely heavily on proposals in their sales process
What makes it unique:
- Proposal management Create, customize, and track proposals within a single platform.
- Real-time analytics Know when prospects open, read, and engage with your proposals.
- E-signatures and payments Simplifies the closing process for both reps and customers.
- Branded templates Ensures consistent, on-brand proposals every time.
What makes it not a good fit:
- Niche functionality Primarily focused on proposal management, Proposify may not meet broader sales tracking needs for teams looking for an all-in-one CRM.
- Limited integration options Integration with other sales tools and CRMs is available but not as extensive as some competitors, potentially requiring additional manual processes.
Nutshell
Nutshell is a CRM that balances powerful features with an approachable interface, targeting small to mid-sized businesses. It organizes contacts, automates tasks, and offers detailed dashboards for a clearer sales view.
Who it’s best for: Small to mid-sized businesses wanting a user-friendly CRM with strong reporting
What makes it unique:
- User-friendly interface A minimal learning curve makes it easy to onboard new reps.
- Powerful reporting Provides detailed sales funnel, forecast, and loss reports.
- Built-in email sequences Automates routine follow-ups and nurturing campaigns.
- Small business focus Strikes a balance between robust features and approachable design.
What makes it not a good fit:
- Limited advanced features Teams requiring highly advanced CRM functionalities or extensive customization might find Nutshell too basic.
- Smaller ecosystem Unlike larger CRMs like Salesforce, Nutshell has a smaller marketplace for third-party integrations and extensions.
Top DIY Sales Tracking Solutions for Medium to Small Businesses
DIY options provide budget-friendly flexibility for smaller teams that prefer to build custom workflows and set up integrations with their current tech stack.
Cognito Forms
Cognito Forms is an online form builder that enables businesses to design and embed custom forms for lead capture or data gathering. The platform’s built-in Workflow automation moves each prospect through all stages of the sales process. It streamlines operations by automating in-app task assignments and email notifications, ensuring seamless progress and engagement.
Who it’s best for: Any size organization seeking a cost-effective, fully customized, form-based approach to capturing leads and automating Workflow
What makes it unique:
- Intuitive form builder Quickly create lead capture forms with drag-and-drop fields.
- Conditional logic Tailor questions and fields based on user responses.
- Workflow Automation Automate follow-up actions, notifications, task management, email drip campaigns, and data routing to track status in the sales pipeline.
- Full customization As a DIY solution, Cognito Forms allows you to achieve 100% of your sales tracking needs by customizing forms and workflows to match your unique business processes perfectly.
What makes it not a good fit:
- DIY Requirement Teams seeking a plug-and-play CRM solution might find Cognito Forms too hands-on, as it requires building custom forms and workflows.
- Limited CRM Features While excellent for form building and basic data capture, it lacks comprehensive CRM functionalities for full sales tracking.
Google Sheets / Excel
Google Sheets / Excel are familiar spreadsheet tools that many small organizations use for basic sales tracking and reporting. They allow custom formulas and structures but require consistent maintenance and data input from users.
Who it’s best for: Micro teams or solopreneurs wanting a free or low-cost option
What makes it unique:
- Universal access Most teams already have it, making it easy to share and collaborate.
- Fully customizable Craft your sales pipeline and report with formulas and pivot tables.
- Low cost Essentially free for most organizations, aside from any cloud subscription.
- Manual data entry Gives you total control but also requires consistent updates to stay accurate.
What makes it not a good fit:
- Manual data entry Reliance on manual updates can lead to errors and inconsistencies, making it unsuitable for teams needing real-time, accurate data.
- Lack of automation Limited automation capabilities compared to dedicated sales tracking software, resulting in more administrative work for sales reps.
Trello
Trello uses a Kanban board format, making it easy to map out deals in columns and move them through stages. It supports collaboration with features like deadlines, checklists, and attachments, helping teams stay organized.
Who it’s best for: Visually minded teams seeking an intuitive Kanban-style board to map out deals or tasks in columns and manually drag them through each stage
What makes it unique:
- Kanban boards Organize deals visually with drag-and-drop columns.
- Checklists and deadlines Ensure tasks and next steps don’t slip through the cracks.
- Lightweight automation Use “Power-Ups” to enhance features like calendar sync or custom fields.
- Easy team adoption Familiar interface and minimal learning curve encourage consistent use.
What makes it not a good fit:
- Basic CRM capabilities Trello’s Kanban-style boards are great for task management but lack the depth of features needed for comprehensive sales tracking.
- Scalability issues As sales processes become more complex, Trello may struggle to keep up without significant customization and additional Power-Ups.
Airtable
Airtable blends the familiarity of spreadsheets with relational database functions, enabling flexible workflows and collaboration. It can grow alongside a business’s needs with multiple view options and automation.
Who it’s best for: Small to mid-sized teams that want flexible, lightweight “database meets spreadsheet” tracking
What makes it unique:
- Database-spreadsheet hybrid Combine the simplicity of a spreadsheet with relational database power.
- Multiple views Switch between grid, Kanban, gallery, or calendar, depending on your workflow.
- Custom fields and automations Build a mini-CRM tailored to your unique processes.
- Collaboration tools – Commenting, user permissions, and shared workspaces for real-time teamwork.
What makes it not a good fit:
- Complex setup for advanced use While flexible, setting up Airtable for detailed sales tracking can be time-consuming and may require a good understanding of its relational database features.
- Cost for advanced features Accessing Airtable’s more powerful features and higher usage limits can become expensive for growing teams.
(put in green so it appears as a transition, not a part of Airtable)
Depending on your company’s size, complexity, and objectives, each approach presents distinct advantages in streamlining the sales process and boosting productivity.
Choosing the Right Sales Tracking Solution
Choosing the right sales tracking software can be overwhelming - hundreds of options exist. Take stock of your current tools and clarify the essential features to make your sales process run smoothly. List each requirement as a must-have or nice to have. For example, pick a tool with AI-driven insights if you need advanced forecasting. The right features help you see opportunities, avoid common roadblocks, and plan for success.
Consider your budget, team size, and how much customization you need. Look for robust reporting and analytics or integration with analytics software so you can make data-driven decisions and continue optimizing your sales process over time.
After determining what features are essential for your team, compare that list to the top Sales Tracking Software. Run demos or free trials to “kick the tires” for any software that checks all your boxes. Getting hands-on experience with your team’s workflow will help you confirm which solution meets your requirements and set you on the path to consistent sales growth.
Final Thoughts
Data-driven decisions win deals and power consistent growth. Adding sales tracking software will elevate your sales team by automating repetitive tasks and leaving more time for strategic outreach and genuine relationship-building.
Sales tracking is not a “set it and forget it” effort but an ongoing, iterative process that should adapt as your business evolves. Regularly reviewing your metrics and refining how your teams work together can uncover fresh opportunities to streamline your pipeline and convert more leads. Continually aligning marketing and sales will keep both teams focused on the most profitable tactics, creating a feedback loop that boosts campaign effectiveness and drives higher ROI.
Take Control of Your Sales Process
Are you looking for an easier way to manage leads without the overhead of a full-blown CRM? Cognito Forms is a DIY solution that lets you build custom lead forms, capture data, automate your workflow, and keep your pipeline organized – all without complex setup or code.
- Drag and drop form builder for easy customization.
- Conditional logic to collect unique data from each lead based on their responses.
- CRM integration for seamless data flow with the software you are already using.
- Automated Workflow so you never miss a follow-up.
- Mobile-friendly design for on-the-go internal and external users.