Apollo vs Sugar Sell: Complete Comparison (2026)
An in-depth comparison of Apollo and Sugar Sell to help you choose the right tool for your business.
Last updated: November 2026
Apollo
6.5/10
Apollo is a sales intelligence and engagement platform that combines a B2B contact database, email sequencing, a dialer and deal tracking for outbound sales teams.
Sugar Sell
6.4/10
Sugar Sell is the sales CRM from SugarAI, formerly SugarCRM. It covers pipeline, forecasting, workflow automation and ERP-informed AI selling for mid-sized and larger B2B sales teams.
Feature-by-Feature Comparison
| Feature | | |
|---|---|---|
| Scores | ||
| Overall Rating | 6.5/10 | 6.4/10 |
| Analytics | 6/10 | 7/10 |
| Cost | 7/10 | 4/10 |
| Customization | 6/10 | 8/10 |
| Ease of Use | 8/10 | 6/10 |
| Integration | 7/10 | 7/10 |
| Scalability | 6/10 | 7/10 |
| Security | 6/10 | 7/10 |
| Support | 4/10 | 6/10 |
| Pricing | ||
| Free plan | Yes | No |
| Cheapest paid plan | $49/user/mo Basic | $68/user/mo Standard+ |
| Estimated cost for 10 users | Free Free | Contact for pricing |
| Features | ||
| Built-in Calling | Not listed | |
| Collaboration | ||
| Lead Management | ||
| Integrations | ||
| Sales Automation | ||
| Opportunity Management | ||
| Contact Management | ||
| Reporting & Analytics | ||
| Marketing Automation | Not listed | |
| Mobile Access | Not listed | |
Apollo vs Sugar Sell cost by team size
| Team size | Apollo | Sugar Sell |
|---|---|---|
| 1 user | FreeFree | Contact for pricing |
| 5 users | FreeFree | Contact for pricing |
| 10 users | FreeFree | Contact for pricing |
| 25 users | FreeFree | Contact for pricing |
| 50 users | FreeFree | Contact for pricing |
The plan that fits each team size, billed monthly, before add-ons and usage charges. Each cost opens that tool's pricing calculator for the team size.
Which One Should You Choose?
Why choose Apollo
- Has a free plan (Sugar Sell does not)
- Higher Cost score (7/10 vs 4/10)
- Higher Ease of Use score (8/10 vs 6/10)
- Better fit for small business (8/10 vs 3/10)
- Better fit for startups (8/10 vs 3/10)
Why choose Sugar Sell
- Higher Customization score (8/10 vs 6/10)
- Higher Support score (6/10 vs 4/10)
- Better fit for enterprise (7/10 vs 5/10)
- Better fit for mid-market (8/10 vs 6/10)
Pros & Cons
Apollo
Pros
- Prospect database, email sequencing, dialer and enrichment come in one subscription, so teams buy fewer tools.
- The free plan has no time limit and lets a team try the full prospecting workflow.
- Reviewers rate ease of use highly, and G2 shows about 4.7 out of 5 from roughly 9,700 reviews.
- Admins can pool credits across the team and set per-user caps.
Cons
- Many reviews report inaccurate data, especially mobile numbers and contacts outside North America.
- Credits expire each cycle, phone reveals cost about eight times as much as an email, and credits are spent even on bad records.
- Support is the lowest-rated G2 subcategory, and Trustpilot shows a TrustScore of about 3.1.
- API access and SSO require the top Custom plan, and every seat must be on the same plan.
Sugar Sell
Pros
- Combines CRM records with ERP order history to produce reorder, cross-sell and churn signals, which suits distributors and manufacturers.
- Workflows, business processes and dashboards are highly configurable without moving to a separate platform.
- Security attestations are documented, including ISO 27001:2022 and SOC 2 Type II, with regional hosting options.
- Support tiers come with published P1 response targets, from 4 business hours down to 1 hour around the clock.
Cons
- A reported 15-user minimum with annual-only billing puts the entry cost above $12,000 a year.
- Email sync on the base plan and the ERP-driven AI in the Precision+ tiers cost extra.
- Cloud deployments throttle API traffic above 20 requests per second and do not allow direct database access.
- Reviewers point to a learning curve and a setup that can take weeks to months with a dedicated admin.
Not sold on either?
Frequently Asked Questions
Apollo scores higher on our AI Software criteria: 6.5/10 against 6.4/10 for Sugar Sell. The largest gap is in Cost: 7/10 for Apollo and 4/10 for Sugar Sell.
Apollo has a free plan; Sugar Sell does not list one.
Apollo is the better fit for small business: we rate it 8/10 for them, against 3/10 for Sugar Sell.
