⚡ Sales and marketing, perfectly in sync. Try the new HubSpot + Close integration

Choosing the right CRM

Close vs. Apollo

Have you ever seen a comparison page where the “challenger” comes out better than the company writing the comparison?

Exactly. Neither have we. So when we set about comparing our CRM to others we wanted to take a different approach. Here’s the approach we’re taking:

  • The comparison we’ve put together is based on whether it’s possible (and how much it costs) to do in Apollo what you can do in Close.
  • We’re biased but we’re not blind: for some of you, Apollo will be the better option. What we’re trying to demonstrate is when Close is a better fit than our competitor.

Cliff Notes

Apollo and Close are common comparisons for small businesses who need a new CRM, but the two products are designed to service drastically different types of businesses. It’s not an even comparison between Apollo and Close as they are actually serving two separate functions in your sales workflow.

Apollo is a great tool for identifying and sourcing contacts, plus doing initial outreach. It’s a close competitor to ZoomInfo.

After the initial outreach, however, Apollo isn’t built for ongoing contact management or customer engagement. Close, on the other hand, is a true CRM: built for ongoing customer management and full, start-to-finish lifecycle sales.


Comparing Close to Apollo is comparing apples to oranges in many ways––even though the two platforms have similar features. It would be more accurate to think of Apollo as a good first step in finding new prospects, then syncing those contacts into Close to manage the rest of your pipeline. Apollo and Close can complement each other in many ways for lead generation and cold outreach, depending on what level of time and spend you’re willing to invest.

Close logo Apollo logo
Target sales team size <100 >5
Pricing All-inclusive
Pricing publicly available
Low initial cost
Many add-ons required when scaling
Budget Best value Affordable
Customer success Dedicated success team Pay extra
Calling Global calling built-in Global calling with add-on purchase
Email automation Built-in Add-on purchase required
Training & implementation $0 customized onboarding Add-on purchase required
GetApp "ease of use" rating 4.7 / 5 3.8 / 5
Admin or developer needed? No No
Info iconComparison data is based on an analysis from Q1 2021

Close ideal customer checklist

  • You do (or plan to do) high volume outreach by email, voice or SMS
  • You need to qualify large lead lists quickly
  • You aim to close more than ten deals a year
  • You’re looking for a scalable system to match your team’s growth
  • You prefer having an all-in-one system over disparate tools

“I have tried: Five9, MOJO, PhoneBurner, Zoho, Freshdesk, and the list goes on. You can finish implementing Close CRM for your business before you finish your morning cup of coffee. For the sales gurus that want to provide an impact to their bottom line, while not over spending, Close is the solution.”

Blair Meyer Build My Deal
Blair Meyer
Build My Deal

The rest of this document will help you understand why we think Close is a better alternative to Apollo both in terms of value and pricing.

What can you not do in Apollo?

Apollo is a great prospecting tool, but it is not a full CRM with extended contact and customer management features or automation.

There are also some key sales functions that, even with a third-party app, you just cannot perform using Apollo (such as call coaching, VoIP, and power dialing). Whereas with Close, they’re all built-in.

Close logo Apollo logo
Full CRM features Included Not included
Sales forecasting Included Not included
Built-in Call Coaching Included Not included
Predictive Dialer Included Not included
Power Dialer Included Not included
Territory management Included Not included
Info iconComparison data is based on an analysis from Q2 2021

In summary

When should you choose Apollo, and when Close

  • Close is a CRM built to double your sales team’s productivity.
  • It’s an “all-in-one” platform which you can use standalone without needing any other sales emails tools or calling products.
  • It has been built with scalability in mind and can handle a high-volume of leads.
  • Apollo is good option if you already have a CRM you’re not looking to switch from, but you’re on the market for a prospecting tool like ZoomInfo.

See what third-party reviewers have to say about Close vs. other CRMs:

Discover our competitive + transparent pricing

View Plans & Pricing