ACT! CRM, launched in 1987, is one of the oldest names in customer relationship management. It offers tools for small and medium businesses to manage customers, sales, and marketing. Interestingly, ACT! provides cloud and on-premises options, catering to both productivity- and security-focused businesses.

In my review, I found ACT! CRM to be a lot more than just a CRM platform. Like a few other small business platforms, it includes features for automating sales, marketing, and customer service. It also gives a complete view of customer interactions, helping businesses track data, manage sales, and run targeted campaigns.

ACT! CRM core capabilities

ACT! CRM has a long-standing reputation as a leading contact management tool. Its records are very detailed, allowing users to store information like notes, documents, and interaction history in one place.

Lead management is strong, helping users track potential sales from initial contact to closure. The customizable sales process allows businesses to align stages with their unique sales methods, benefiting companies with specific workflows. A visual sales pipeline view helps users project revenue, adjust strategies, and prioritize efforts. Contextually-relevant metrics provide quick insights into pipeline health, aiding sales managers in making informed decisions.

For sales forecasting, ACT! has solid functionality, though it may lack the depth of some enterprise CRMs. Users can create forecasts based on opportunity data, closure probability, and historical performance. This suffices for most small to medium businesses, though more complex needs may find it limiting.

Reporting has improved significantly. ACT! Insight offers interactive dashboards for individual, team, and business performance metrics. The range of over 50 pre-configured reports covers sales, marketing, and business health KPIs. Users can also create custom reports, providing deeper data insights.

ACT! also offers a companion app for iOS and Android. The app provides access to key contact details, activities, and some dashboard metrics on the go. While it lacks full desktop functionality, it covers essential needs for field sales and remote work.

Beyond the usual CRM features, ACT! offers tools for creating and managing email marketing campaigns, including a template editor and response tracking. Useful for small businesses looking to streamline operations.

Custom tables also allow users to manage industry-specific data alongside standard CRM information. ACT! also syncs with popular platforms like Microsoft Outlook, Google products, and social media channels like LinkedIn and Facebook, creating a seamless workflow.

But while ACT! has a solid core, some users may find the interface less modern compared to newer CRM solutions. Its software has evolved from its contact management roots, but some legacy aspects remain. Still, it’s a good platform with strong customization features that could serve niche and security-focused small businesses well.

How easy is ACT! CRM to use?

When it comes to ease of use, ACT! CRM offers a mixed experience. Its interface is functional but feels somewhat outdated compared to modern CRMs. When I first logged in, I had to slowly adjust to the information-dense layout, which can be overwhelming for new users.

A dashboard displays various widgets with crucial information like daily tasks, open opportunities, and sales pipelines. Navigation is handled through a left sidebar that lists all CRM features, providing quick access to different modules.

However, the top menu adds to the interface’s overall complexity. It took me around 30-60 minutes to become comfortable with the layout and navigation, which aligns with feedback from other users about the software’s learning curve.

ACT! offers robust customization options, allowing users to tailor the software to their specific business needs. Its flexibility is a significant advantage for businesses with unique workflows. However, making these customizations isn’t always intuitive and requires technical know-how.

Accessibility features are present but not particularly advanced. ACT! offers basic screen reader compatibility and keyboard navigation but lacks sophisticated accessibility options found in newer CRMs.

On the positive side, ACT! provides comprehensive onboarding and training resources. It includes helpful tutorial videos, a knowledge base, and webinars to assist new users in getting up to speed. The “Welcome Links” on the dashboard, which provide quick access to uploading, importing, and learning about the CRM, was a nice touch.

Available for both iOS and Android devices, the mobile app offers a more streamlined and user-friendly interface compared to the desktop version. I found adding new opportunities or contacts to be much more intuitive on the mobile app, even if it’s more limited in functionality.

Overall, ACT! CRM’s ease of use is hampered by an outdated interface and a sometimes overwhelming amount of information. For businesses willing to invest the time in training and setup, however, it can be a powerful tool.

ACT! CRM integrations

ACT! CRM offers a powerful set of integration capabilities, balancing between pre-built integrations and the flexibility to create custom ones.

The ACT! Marketplace serves as the central hub for the integrations, offering a wide array of pre-built connectors categorized by function, such as sales and marketing, business productivity, social media, ecommerce, back office, and customer service.

I particularly appreciated the seamless integration with Microsoft Office suite, including Outlook, which allows for effortless synchronization of emails, contacts, and calendar events. For users of Google Workspace, ACT! also offers solid integrations with Gmail, Google Calendar, and Google Contacts.

ACT! also support Zapier, a no-code automation platform that lets you build custom integrations without technical knowledge. This opens up lots of possibilities for connecting ACT! with hundreds of other web applications. During my testing, I was able to create several Zaps (automated workflows) that connected ACT! with tools like Slack for notifications and Trello for project management.

For more advanced users and developers, ACT! provides a comprehensive API. API documentation is well-structured and easily accessible through the ACT! developer portal. It follows REST principles and uses JSON for data exchange, making it relatively easy for developers to create custom integrations or extend the functionality of ACT!.

ACT! also offers a feature called Web API, which allows for more direct integration with web-based applications. This can be particularly useful for businesses with custom web applications or those looking to embed ACT! functionality into their existing web platforms. While powerful, I found that leveraging the Web API requires more technical expertise compared to using pre-built integrations or Zapier.

In terms of data syncing performance, ACT! generally performs well. During my tests, most integrations maintained near real-time synchronization with minimal latency. However, I did notice occasional delays with some third-party integrations, particularly during peak usage times.

How good is ACT! CRM support?

ACT! CRM provides a multi-faceted approach to customer support, offering users various channels to seek assistance. During my evaluation, I found that the quality and accessibility of support resources were generally good, although there were some areas where improvements could be made.

Phone support is available during standard business hours. Response times are reasonable with an average wait time of about 5-10 minutes. Support representatives are knowledgeable about the product. However, it’s worth noting that phone support is only available to customers on higher-tier plans, which may be a drawback for smaller businesses.

All users have access to email support. Simple queries are typically answered within 24 hours, while more complex issues sometimes took up to two days for a response. The quality of the email responses is generally good, with clear explanations and step-by-step instructions.

Something that ACT! falls short in is the lack of live chat support. Many users prefer the immediacy of chat for quick questions or troubleshooting, especially when most competitors offer robust chat support options.

ACT! makes up for this somewhat with its extensive self-service resources. Its knowledge base is comprehensive and well-organized, covering a wide range of topics from basic setup to advanced features. I found the search function to be particularly useful, quickly surfacing relevant articles based on keywords. It also includes a good selection of video tutorials.

ACT! CRM’s community forum is another valuable resource for users. It’s active and well-moderated, with both company staff and experienced users contributing to discussions. ACT! also offers regular webinars and training sessions, which serve as both educational resources and indirect support channels.

In terms of resolution times for support tickets, my experience and research suggests that the company performs adequately but not exceptionally. Simple issues are often resolved within 1-2 business days, but more complex problems can take longer, sometimes up to a week.

User testimonials regarding ACT!’s support quality are mixed. Many users praise the knowledge and helpfulness of the support staff, particularly for phone support. However, some users express frustration with longer wait times for email support and the occasional need to escalate issues to get them resolved.

ACT! CRM pricing and plans

ACT! CRM offers a straightforward pricing structure with two main plans: ACT! Premium Cloud and ACT! Premium Desktop. There’s also a third plan that brings together the best of both worlds into a single costlier subscription.

The ACT! Premium Cloud plan is priced at $30 per user per month when billed annually. This cloud-based option provides the core CRM functionality along with basic marketing automation features. It offers good value for small to medium-sized businesses that need a comprehensive CRM solution without the hassle of on-premises deployment.

For those who prefer an on-premises solution, ACT! offers the Premium Desktop plan at $37.50 per user per month, billed annually. This higher price point reflects the additional costs associated with self-hosting and maintenance. It provides more control over data and customization, which could be beneficial for businesses with specific security or compliance requirements.

A third plan, ACT! Premium Cloud w/ Desktop Sync, offers a hybrid deployment option for modern businesses who prefer to have an additional layer of security. It lets you create an on-premise backup of your cloud CRM, ensuring redundancy in case of an attack or breach.

ACT!’s pricing includes basic marketing automation features in both plans, providing additional value for smaller businesses. But for more advanced marketing capabilities, ACT! offers additional Marketing Automation plans. These range from $79 to $399 per user per month, billed annually. While these plans significantly increase the overall cost, they provide sophisticated features like advanced campaign management and lead scoring.

ACT! also offers several add-ons that can impact the final pricing. These include enhanced support ($10 per user per month), custom tables ($10 per user per month), additional cloud storage ($5 per month), and SMS messaging capabilities ($19 per month).

A potential drawback I noticed is the lack of a free plan. Many competing CRM solutions offer a basic free tier, which can be beneficial for very small businesses or for those wanting to test the system extensively before committing. ACT! does provide a 14-day free trial, which is sufficient for a basic evaluation of the software, but it may not be enough time for a thorough assessment in a real business environment.

ACT! CRM review: Final verdict

ACT! is a feature-rich incumbent that has successfully adapted to the changing CRM landscape over its long history. Its comprehensive contact management, powerful sales tools, and integrated marketing features make it a compelling choice for small to medium-sized businesses looking for an all-in-one CRM.

The software’s strength lies in its flexibility, offering both cloud-based and on-premises deployment options. This, combined with extensive customization capabilities, allows businesses to tailor the platform to their specific needs. However, the somewhat dated interface and steeper learning curve may be deterrents for those seeking a more modern, instantly intuitive solution.

While ACT! may not be the fastest-growing or most innovative CRM on the market, it’s well-suited for companies with complex contact management needs or those looking to integrate their sales and marketing efforts within a single platform. It’s also a great choice for businesses in regulated industries with complex data security needs.

Ritoban Mukherjee is a tech and innovations journalist from West Bengal, India. These days, most of his work revolves around B2B software, such as AI website builders, VoIP platforms, and CRMs, among other things. He has also been published on Tom’s Guide, Creative Bloq, IT Pro, Gizmodo, Quartz, and Mental Floss.

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