The verdict in three sentences
Salesforce stays the reference for fast deployment and classic sales processes, but its per-user cost makes it a perpetual rental that grows with headcount. A custom CRM pays off from 20 to 30 users when your processes are atypical or you plan to hire. The decision hinges on three variables: number of reps, flow specificity and time horizon.
The real cost of Salesforce in 2026
The listed per-licence price does not tell the whole story: add-ons, integrations and administration inflate the bill. 2026 orders of magnitude per user per month:
| Salesforce edition | 2026 price /user/month | Target |
|---|---|---|
| Starter Suite | 25 EUR | Micro-business |
| Pro Suite | 100 EUR | SME |
| Enterprise | 165 EUR | Mid-market |
| Unlimited | 330 EUR | Large accounts |
| Add-ons (CPQ, Einstein) | +50 to 150 EUR | By module |
| Integrator (setup) | 15,000 to 50,000 EUR | One-off |
In practice, a realistic Enterprise deployment lands around 150 EUR/user/month all-in once add-ons and administration are included.
The custom CRM: investment then stability
Custom needs an entry ticket, but freezes the recurring cost. 2026 orders of magnitude for an Amsterdam sales team:
| Custom line item | 2026 range | Detail |
|---|---|---|
| Discovery + design | 8,000 to 15,000 EUR | Journeys, pipeline, rights |
| Build MVP | 45,000 to 75,000 EUR | 4 to 6 months |
| Integrations (email, phone, accounting) | 8,000 to 20,000 EUR | Third-party APIs |
| Annual maintenance | 12,000 to 24,000 EUR | Support + evolutions |
| Hosting | 2,400 to 6,000 EUR/year | EU cloud |
| Per-user licence | 0 EUR | Free growth |
Mini case study
Sophie, sales director of a B2B mid-market firm in Amsterdam, runs 30 reps. Salesforce Enterprise all-in: 30 × 150 EUR × 12 = 54,000 EUR/year, plus 25,000 EUR setup in year one. Over five years: 25,000 + (54,000 × 5) = 295,000 EUR. Custom CRM: 80,000 EUR build, 18,000 EUR/year maintenance, 4,000 EUR/year hosting. Over five years: 80,000 + (22,000 × 5) = 190,000 EUR. Custom saving: 105,000 EUR over five years. And if Sophie hires 15 more reps, the gap widens by a further 27,000 EUR/year on the Salesforce side.
Quick simulator: your tipping point
Simple 2026 rule: divide the custom build cost by the annual licence saving. For 20 users at 150 EUR/month, the saving is 36,000 EUR/year; an 80,000 EUR build pays back in 2.2 years. Below 15 users, Salesforce is almost always cheaper.
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| Number of users | Salesforce/year | Custom amortised over 5 years/year | Winner |
|---|---|---|---|
| 10 | 18,000 EUR | 38,000 EUR | Salesforce |
| 20 | 36,000 EUR | 38,000 EUR | Tie |
| 30 | 54,000 EUR | 38,000 EUR | Custom |
| 50 | 90,000 EUR | 40,000 EUR | Custom |
| 80 | 144,000 EUR | 42,000 EUR | Custom |
FAQ
At how many reps does custom pay off?
The 2026 threshold sits around 20 to 30 users. Below it, Salesforce rental is cheaper; above it, the licence saving (up to 1,800 EUR/user/year) quickly funds the build.
How much does custom CRM maintenance cost?
Budget 12,000 to 24,000 EUR/year, i.e. 15 to 30 % of the annualised build cost. This covers fixes, evolutions and version upgrades.
Is custom riskier than Salesforce?
Project risk exists but is controlled by an MVP delivered in 4 to 6 months. Conversely, Salesforce exposes you to a 5 to 9 % annual price rise without owning the code.
Can we recover our data if we leave Salesforce?
Yes, via API export, but migrating to a new tool costs 8,000 to 20,000 EUR depending on volume and historical data quality.
How long to deliver a custom CRM?
A usable MVP ships in 4 to 6 months. Salesforce configures in 6 to 10 weeks, but each advanced customisation lengthens and raises the deployment cost.
Let's scope your project. Give us your rep count, pipeline specifics and horizon, and we will cost Salesforce vs custom over 5 years. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
