The verdict in three sentences
Over 5 years and for 35 users, a custom CRM (EUR 45,000 to 90,000 of development plus EUR 60,000 of maintenance) generally costs 40 to 60% less than Salesforce Sales Cloud, whose licences alone reach EUR 168,000 to 346,000. Salesforce remains relevant if your sales process is standard, if you expect more than 100 users soon, or if you need the AppExchange ecosystem. As soon as your processes are specific (technical configurator, complex pricing, in-house ERP integration), custom wins on both cost and adoption.
The five-year total cost of ownership
The classic trap is comparing a licence price with a development price. You need full costs over the same period: licences, integrator, customization, maintenance, hosting and training.
| 5-year item (35 users, 2026 order of magnitude) | Salesforce Professional (EUR 80/month) | Salesforce Enterprise (EUR 165/month) | Custom CRM |
|---|---|---|---|
| Licences | EUR 168,000 | EUR 346,500 | EUR 0 |
| Initial integration and setup | EUR 20,000 to 35,000 | EUR 35,000 to 60,000 | Included |
| Development | EUR 0 | EUR 0 | EUR 45,000 to 90,000 |
| Enhancements and admin | EUR 25,000 to 40,000 | EUR 35,000 to 60,000 | Included in maintenance |
| Maintenance (EUR 1,000/month) | Not applicable | Not applicable | EUR 60,000 |
| Cloud hosting | Included | Included | EUR 6,000 to 12,000 |
| Training | EUR 5,000 to 8,000 | EUR 5,000 to 8,000 | EUR 3,000 to 5,000 |
| 5-year total | EUR 218,000 to 251,000 | EUR 421,500 to 474,500 | EUR 114,000 to 167,000 |
Note: the Professional edition heavily limits automation and API access, which often pushes SMEs to Enterprise by year two. The vendor's annual price increases (historically 5 to 9% at renewal) are not included here and widen the gap further. In the UK, figures are roughly GBP 0.85 per euro.
The criteria that decide, beyond price
Cost is only part of the decision. A CRM that salespeople do not use is infinitely expensive, whatever its price.
| Criterion | Salesforce | Custom CRM |
|---|---|---|
| Specific processes (technical quotes, range-based discounts) | Possible, but via costly Apex development | Built around your process |
| Time to go live | 2 to 4 months | 4 to 6 months |
| Scalability beyond 100 users | Excellent | Good, low marginal cost |
| Vendor lock-in | Strong: data, pricing, roadmap | None if you own code and data |
| Sales team adoption | Medium: rich but cluttered interface | High if screens are co-designed |
| Third-party app ecosystem | Very large (AppExchange) | Integrations built as needed |
| Hosting and GDPR | Vendor cloud, clauses to check | Hosting region of your choice |
A hybrid approach also exists: start on an entry-level SaaS CRM (HubSpot Starter, Pipedrive, EUR 15 to 50 per user) to validate the process for 6 to 12 months, then build a custom CRM once needs are stable.
Mini case study
Oliver, sales director at a London laboratory equipment SME (35 users), compares two quotes. Salesforce Enterprise with an integrator: EUR 346,500 in licences, EUR 48,000 integration, EUR 45,000 enhancements and EUR 6,000 training, i.e. EUR 445,500 over 5 years.
Custom CRM with a quote configurator and ERP connection: EUR 78,000 development, EUR 60,000 maintenance, EUR 9,000 hosting and EUR 4,000 training, i.e. EUR 151,000 over 5 years. Gap: EUR 294,500, about EUR 4,900 a month. Even adding EUR 30,000 of unplanned enhancements, custom stays two and a half times cheaper, with a configurator that cuts quoting time from 45 to 10 minutes per quote.
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FAQ
How much does a custom CRM cost for an SME in 2026?
Budget EUR 45,000 to 90,000 for 20 to 50 users, depending on modules (pipeline, quotes, after-sales, reporting) and integrations. Typical delivery is 4 to 6 months.
What is Salesforce Sales Cloud pricing per user?
In 2026, common editions range from about EUR 80 (Professional) to EUR 165 (Enterprise) per user per month, billed annually. The Unlimited edition exceeds EUR 300.
Can we migrate from Salesforce to a custom CRM?
Yes. Migrating accounts, contacts, opportunities and history generally costs EUR 5,000 to 15,000. Plan the export before your annual contract ends.
Is custom risky if the agency disappears?
The risk is controlled if the source code sits in your repository, is documented and uses standard technologies (React, Node.js, PostgreSQL). Another vendor can take over in 2 to 4 weeks.
From how many users does Salesforce become cost-effective?
For a standard process, the gap narrows beyond 150 to 200 users thanks to volume discounts. For a specific process, custom often still wins at that level.
Let's scope your project. Tell us your user count, sales stages and current tools (ERP, email, invoicing): we will price a custom CRM with a five-year comparison, indicative budget and timeline. 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.
