CRM modules: which ones a 20 to 100 person company needs

CRM modules are the parts of the system each role owns: pipeline for sellers, quotes for sales operations, cases for service, work orders for dispatch, and journeys for marketing. For a 20 to 100 person company in the US or Canada, phase one licenses the seats that enter or move those records this quarter. As of October 2026, Dynamics 365 Sales Professional is USD 65 per user per month in the US and CAD 88.20 in Canada, paid yearly, and Sales Enterprise is USD 105 and CAD 142.50. Odoo sells access by user: one fee covers every app, and a second installed app ends the free plan.

Microsoft’s own definition is wider than a pipeline. It describes CRM as the strategy, processes, and technology used to manage customer and prospect relationships across marketing, sales, and service, and it says modern CRM is more than a sales tool. The practical test for a first purchase is narrower: which records will your people create in the next 90 days, and which license or app is required before those records exist.

What each CRM module owns

Microsoft’s CRM overview assigns five functions: Sales for account and opportunity management, Service for an agent view of the customer, Marketing through Customer Insights for campaigns and journeys, Contact Center for voice, chat, email, and digital, and Field Service for work orders and technician coordination. The same page lists the software capabilities underneath those functions: contact and customer data, sales tracking and automation, account and opportunity management, marketing automation and segmentation, customer service, reporting and dashboards, configure-price-quote, and recommendations.

Salesforce’s explainer asks "What are the essential CRM features every business should look for?" A feature list still sits one level above a purchase. Features live inside modules, and modules sit on different price lines. Use the ownership table below to name the record, the role, and the product that holds it. Then license only the rows your team will touch in phase one.

• Lead, account, contact, opportunity (Role that enters it: Seller · Dynamics 365 app (as of October 2026): Sales · Odoo app: CRM)
• Product, price list, quote, order, invoice (Role that enters it: Seller or sales operations · Dynamics 365 app (as of October 2026): Sales (included on the sales record set) · Odoo app: Sales)
• Forecast, goals, territories (Role that enters it: Sales manager · Dynamics 365 app (as of October 2026): Sales Enterprise or Premium (some rows limited on Enterprise) · Odoo app: Sales (forecasting) and CRM (reporting))
• Campaigns and journeys (Role that enters it: Marketer · Dynamics 365 app (as of October 2026): Customer Insights, priced per tenant · Odoo app: Email Marketing and Events, separate apps that feed leads)
• Cases, SLAs, portal, chat (Role that enters it: Service agent · Dynamics 365 app (as of October 2026): Customer Service · Odoo app: Helpdesk)
• Voice and digital contact center (Role that enters it: Agents on phone and chat · Dynamics 365 app (as of October 2026): Contact Center, a separate per-user product · Odoo app: Helpdesk live chat; a full contact-center stack is a different product decision)
• Work orders, technician time, onsite invoice (Role that enters it: Dispatcher and technician · Dynamics 365 app (as of October 2026): Field Service, plus Contractor for external technicians · Odoo app: Field Service)
• Pipeline value, stages, sources, campaign and service KPIs (Role that enters it: Manager · Dynamics 365 app (as of October 2026): Reporting on the licensed app; advanced analytics uses Power BI · Odoo app: Reporting on CRM)

Microsoft says a typical dashboard shows pipeline value, deal stages, lead sources, campaign performance, and service KPIs. That dashboard is only as complete as the modules you turned on. Campaign performance needs the marketing module. Service KPIs need cases. A sales-only phase one dashboard will show pipeline and stages, and it will stay quiet on the other two until those teams work in the same database.

How Dynamics 365 splits sales, service, field, and marketing

Dynamics 365 sells these as separate apps. A seller license does not include a dispatcher, and a service license does not include a marketer’s tenant capacity. Microsoft’s sales and service price pages say displayed prices are informational and the checkout price can differ by currency, country, and regional variant. Canada list prices below are plus applicable tax. Do not convert the US column into Canadian dollars. Quote the page for the country where the tenant will bill.

Sales licenses and what the seat includes

Sales pricing footnotes put lead, opportunity, account, and contact management, product and price lists, bundles, quotes, orders, and invoices on the sales record set. Forecasting, assistant cards, competitor tracking, sales goals, and territory management sit in a later footnote, and the comparison table marks at least one of those rows Limited on Sales Enterprise versus included on Premium. Export to Excel and advanced analytics use Power BI. Power Automate and Power Apps workflows require additional licenses.

Microsoft Learn says Sales Professional is a subset of Sales Enterprise entities. It opens as the Sales Professional app, and a missing feature can be a license limit, a security role, or an admin toggle. The page points buyers to the sales pricing comparison and the licensing guide for the exact gaps.

• Sales Professional (US list, per user per month, paid yearly: USD 65 · Canada list, per user per month, paid yearly, plus tax: CAD 88.20 · What you are paying for: Subset of Enterprise entities for a simpler sales team)
• Sales Enterprise (US list, per user per month, paid yearly: USD 105 · Canada list, per user per month, paid yearly, plus tax: CAD 142.50 · What you are paying for: Lead-to-cash, forecasting, in-app marketing campaigns)
• Sales Premium (US list, per user per month, paid yearly: USD 150 · Canada list, per user per month, paid yearly, plus tax: CAD 203.50 · What you are paying for: Enterprise scope plus guided selling, relationship intelligence, and predictive lead and opportunity scoring; 1,000 Copilot Credits per user per month)
• Microsoft Relationship Sales (US list, per user per month, paid yearly: Variable (contact sales) · Canada list, per user per month, paid yearly, plus tax: Confirm on the Canada checkout · What you are paying for: Sales Enterprise plus LinkedIn Sales Navigator; 10-seat minimum)

US figures: Dynamics 365 Sales pricing. Canada figures, plus applicable tax: Dynamics 365 Sales pricing (Canada). As of October 2026.

For a single sales team that quotes from a price list and does not yet run guided selling or predictive scoring, Sales Professional or Sales Enterprise is the phase-one choice. Premium is a per-seller upgrade. Relationship Sales is a 10-seat minimum with a variable web price, so it fails the test unless those 10 people will live in LinkedIn Sales Navigator.

Service, contact center, and field service

Customer Service is its own price page. Professional is described as streamlined case management and self-service for simpler scenarios. Enterprise is described as advanced service for complex scenarios. Premium is an integrated contact center plus CRM service. Contact Center is also sold as a separate related product. On the comparison, several Copilot rows say Professional and Enterprise require Copilot Credits sold separately, while Premium shows included capacity. Have the reseller point at each Copilot row on your quote before you treat a credit pack as either required or already included.

Field Service is a separate app from Customer Service. The full license covers field service management, including step-by-step guides and remote expert assistance. Field Service Contractor is for external frontline technicians. Resource Scheduling Optimization is an add-in priced per resource per month and assumes a single tenant.

• Customer Service Professional (US list: USD 50 · Canada list, plus tax: CAD 67.80 · Basis, as of October 2026: Per user per month, paid yearly)
• Customer Service Enterprise (US list: USD 105 · Canada list, plus tax: CAD 142.50 · Basis, as of October 2026: Per user per month, paid yearly)
• Customer Service Premium (US list: USD 195 · Canada list, plus tax: CAD 264.60 · Basis, as of October 2026: Per user per month, paid yearly)
• Contact Center (US list: USD 110 · Canada list, plus tax: CAD 149.20 · Basis, as of October 2026: Per user per month, paid yearly)
• Field Service (US list: USD 105 · Canada list, plus tax: CAD 142.50 · Basis, as of October 2026: Per user per month, paid yearly)
• Field Service Contractor (US list: USD 50 · Canada list, plus tax: CAD 67.80 · Basis, as of October 2026: Per user per month, paid yearly)
• Resource Scheduling Optimization (US list: USD 30 · Canada list, plus tax: CAD 40.70 · Basis, as of October 2026: Per resource per month, paid yearly)

US service prices: Customer Service pricing. Canada service prices, plus tax: Customer Service pricing (Canada). US field prices: Field Service pricing. Canada field prices, plus tax: Field Service pricing (Canada). As of October 2026.

License service seats for people who own cases. License Field Service for people who schedule or execute work orders. External technicians can sit on Contractor at USD 50 (CAD 67.80) if they do not need the full dispatcher license. Add Resource Scheduling Optimization only when a person is already assigning work by hand and the single-tenant assumption matches how you host.

Customer Insights is a tenant fee

Customer Insights is the marketing and data module. It is priced per tenant per month with unlimited users. The base plan is USD 1,700 in the US and CAD 2,306.60 in Canada, paid yearly, and it includes 100,000 Unified People and 10,000 Interacted People. The Attach plan is USD 1,000 (CAD 1,356.80) and requires at least 10 users of a qualifying app, such as Sales Professional or Enterprise, Customer Service Professional or Enterprise, Sales Premium, Field Service, Finance, Supply Chain Management, or Commerce.

Extra capacity is sold in packs. Tier 1 extra Unified People (100,000 to 500,000) is USD 2,000 per pack per month for a pack of 100,000, paid yearly. Tier 1 extra Interacted People (10,000 to 50,000) is USD 250 per pack per month for a pack of 5,000, paid yearly. A 40-person distributor with a house list well under those included counts does not need the packs. The base or Attach fee is the decision, and it is large next to ten seller seats.

How Odoo packages the same work as apps

Odoo’s pricing page asks, "Do I really have access to hundreds of apps and modules for a single price?" The commercial answer is yes, on a paid plan, with sharp edges around hosting, seats, and extra usage.

The One App Free plan is one app, unlimited users, on Odoo Online, and dependent apps required by that app are included. Standard and Custom include all apps for one per-user fee. Installing a second app moves a database off One App Free onto a paid plan. The cost jump is that user fee.

The pricing page shows two pairs of numbers beside Yearly and Monthly toggles, and a discount note that is valid 12 months for the initial users ordered. As of October 2026, Standard is shown as USD 24.90 and USD 31.10 together, and the page also prints USD 31.10 and USD 38.90. Custom is shown as USD 49.00 and USD 61.10 together, and the page also prints USD 61.00 and USD 76.20. Use the pair that matches the toggle you are looking at. Ask Odoo which currency the invoice will use before you set a Standard user fee beside the Dynamics CAD column.

• One App Free (What the page shows per user per month: USD 0 · What is included: One app, unlimited users, Odoo Online, plus dependent apps of that app · What is outside the user fee: A second installed app)
• Standard (What the page shows per user per month: USD 24.90 and USD 31.10, and also USD 31.10 and USD 38.90 · What is included: All apps, Odoo Online · What is outside the user fee: Odoo.sh, Studio, multi-company, external API)
• Custom (What the page shows per user per month: USD 49.00 and USD 61.10, and also USD 61.00 and USD 76.20 · What is included: All apps on Online, Odoo.sh, or on-premise; Studio, multi-company, external API · What is outside the user fee: Odoo.sh hosting; in-app purchases)
• Light User (What the page shows per user per month: USD 8.90 · What is included: Restricted seat, quoted by an advisor · What is outside the user fee: Full create and edit on sales records)

Plan figures: Odoo Pricing, as of October 2026. The page shows Yearly and Monthly toggles and a discount valid 12 months for the initial users ordered.

Studio, multi-company, agentic AI, and the external API are Custom-plan features. Odoo.sh hosting is not included in the user fee. In-app purchases called out as extra include SMS, contact auto-complete, lead generation, and scanning of vendor bills and expenses.

Odoo CRM owns pipeline cards, stages, activity scheduling, email on the opportunity, lead scoring, and reporting. Quotations are described on the CRM page, and Sales is a separate app that connects quotes and sales orders to opportunities. Email Marketing and Events are further apps that feed leads. Sales owns quotations, pricelists, the customer portal, e-signature and online payment on quotes, invoicing options, and forecasting. Helpdesk owns tickets, SLAs, email, website forms, and live chat. Field Service owns scheduling, worksheets, signatures, timesheets, and onsite invoicing, and links to Project, Invoicing, Sales, Inventory, and Helpdesk.

Phase one on Odoo is the CRM app plus the Sales app. That pair is already two apps, so the database is on Standard or Custom and every paying user is on the user fee. Helpdesk and Field Service do not add a module price after that. They add configuration, data, and training. Our Odoo implementation work sequences those apps so the second and third installs happen when a team is ready to enter tickets or work orders. Setup detail for the CRM app itself is on our Odoo CRM features and setup guide. This page stays on the license and phase decision.

A paying Odoo user is someone with backend create, view, or edit access, or an employee record in the HR app with no linked user. Portal users such as customers and suppliers are not paying users. A Light User is a restricted seat for time off, expenses, field service, barcode, shop floor, and similar work, listed at USD 8.90 and obtained by talking to an advisor. A seller who creates opportunities is a full user. A technician who only completes field worksheets may fit a Light User. Confirm that restriction on your own database before you count technicians at USD 8.90.

Which roles to license in phase one

Map seats to people who enter or move a record. Everyone else waits.

1. Sellers who own leads, accounts, and opportunities. On Dynamics, that is Sales Professional or Sales Enterprise. On Odoo, that is a full user on CRM.
2. The person who builds the quote, the price list, the order, and the invoice. On Dynamics this work is inside the sales record set, so it does not require a second app. On Odoo it requires the Sales app, which is why CRM alone is a short-lived free plan if quotes start next month.
3. Service agents who own cases, only if cases are in scope this quarter. Customer Service Professional at USD 50 (CAD 67.80) covers simpler case management. Move to Enterprise when the scenario is complex enough that Professional’s streamlined scope will block the team.
4. Dispatchers and technicians, only if work orders go out this quarter. Price Field Service and Contractor separately from Customer Service.
5. Marketers, only if journeys must write leads into the sales database this quarter. On Dynamics that is a tenant fee. On Odoo, Email Marketing is another app inside the user fee you are already paying once Sales is installed.
6. Managers who only read dashboards. Give them a full seat if they edit forecasts or territories. If they only read, ask the vendor to name the read license on your tenant before you copy a seller SKU onto a manager.

Assume a 35-person distributor. Eight people sell, two people build quotes and orders, one service lead handles a shared inbox in a mailbox, and nobody dispatches technicians. Phase one is ten Dynamics sales seats, or ten Odoo full users on CRM and Sales. The service lead stays on the mailbox until case volume justifies Customer Service or Helpdesk. Field Service and Customer Insights stay off the order.

If inventory, purchasing, or the general ledger is about to move in the same project, stop and read the ERP modules list before you add those apps to phase one. A CRM phase that quietly becomes an ERP phase changes data migration, training, and the close calendar.

What unused modules cost on a ten-person sales team

The unused-module cost is arithmetic from the price pages. Assume ten people who sell and quote, a US tenant billed yearly, and no field team. As of October 2026:

• Sales Professional, 10 x USD 65 (Monthly list: USD 650 · Yearly list: USD 7,800 · What you added: Pipeline, quotes, orders, invoices on the Professional subset)
• Sales Enterprise, 10 x USD 105 (Monthly list: USD 1,050 · Yearly list: USD 12,600 · What you added: Lead-to-cash and forecasting; some advanced rows still limited versus Premium)
• Sales Premium, 10 x USD 150 (Monthly list: USD 1,500 · Yearly list: USD 18,000 · What you added: Premium selling features and 1,000 Copilot Credits per user per month)
• Enterprise plus Customer Insights base (Monthly list: USD 1,050 + USD 1,700 · Yearly list: USD 12,600 + USD 20,400 · What you added: A marketing and data tenant whether or not a marketer uses it)
• Enterprise plus Customer Insights Attach (Monthly list: USD 1,050 + USD 1,000 · Yearly list: USD 12,600 + USD 12,000 · What you added: Attach is allowed because you already have 10 qualifying Sales Enterprise users)

Seat prices: Sales pricing. Tenant prices: Customer Insights pricing. Canada equivalents are in the sections above. As of October 2026.

Professional versus Enterprise is USD 400 a month, USD 4,800 a year, for the ten seats. That gap is the right argument if you need forecasting and the Enterprise lead-to-cash scope. It is a weak argument if the team only needs the Professional subset. Premium versus Enterprise is another USD 450 a month, USD 5,400 a year, before you have decided that guided selling and scoring will be used.

Customer Insights base at USD 1,700 a tenant is more than the ten Enterprise seats (USD 1,050). Attach at USD 1,000 still needs those 10 qualifying users, which this example already has. Choosing Attach because the tenant fee is lower still adds USD 12,000 a year. Defer it until a marketer will run journeys against the included 10,000 Interacted People.

The same ten seats in Canada, plus applicable tax: Professional is 10 x CAD 88.20 = CAD 882 a month. Enterprise is 10 x CAD 142.50 = CAD 1,425 a month. Premium is 10 x CAD 203.50 = CAD 2,035 a month. Customer Insights base is CAD 2,306.60 a tenant per month. Attach is CAD 1,356.80. The base marketing tenant is still larger than the ten Enterprise seats.

On Odoo, ten full users are not a module multiple. At the lowest Standard figure printed on the page, USD 24.90, ten users are USD 249 a month. At USD 38.90 they are USD 389 a month. At the Custom figures, ten users at USD 49.00 are USD 490 a month and ten users at USD 76.20 are USD 762 a month. The 12-month discount for initial users can change which of those printed figures you pay, and the Yearly versus Monthly toggle is the other switch. Helpdesk for the future service lead does not add a tenth of a module fee. It adds project time, and any custom module later carries a monthly maintenance charge. Ask Odoo to put that rate on the quote.

What you pay if you defer a module and keep a second tool

Deferring a module is cheap when the work does not exist. It is expensive when the work exists in another product and someone re-keys it.

Quotes, orders, and invoices are inside the Dynamics sales record set. A separate quoting tool means a second system for a record the sales license already holds. If the quote must be approved in email, attached as a PDF, and then typed into the opportunity, you have purchased the sales module and kept the old process. Fix that in phase one, before you discuss Premium.

Power Automate and Power Apps do not fill that gap for free. The sales footnotes say those workflows require additional licenses. Put any flow that creates a quote, a case, or a work order on the order as its own line, with the license and the person who will maintain it.

Customer Insights is the opposite pattern. The journeys do not exist yet, and the tenant fee is due anyway. Waiting costs nothing until a marketer is ready, and it avoids a capacity conversation about Unified People and Interacted People packs.

Odoo’s version of the same mistake is staying on One App Free with CRM while quotes live in a spreadsheet or a second product. The Sales app is what connects quotes and sales orders to opportunities. Installing it ends the free plan and starts the per-user fee for every paying user, which for ten users is the Standard range above. That jump is smaller than a year of Customer Insights, and it removes the re-key. Helpdesk and Field Service can wait on a Standard or Custom database without a new module price. Implementation hours cannot. Custom-module maintenance is billed monthly at a rate the Success Pack pages do not publish, so ask for that rate before anyone writes a module.

What implementation costs when the module list is settled

License math is public. Project math is public only in part.

Odoo says companies under 50 employees usually implement with Odoo Success Packs, and companies above 50 usually use a partner. A 20 to 100 person company sits on both sides of that line. If you are under 50, the pack menu is a real quote. If you are over 50, budget a partner scope with named hours.

New-customer Success Packs, one-time, as of October 2026, run Starter through Pro at USD 493, USD 3,060, USD 5,950, USD 10,625, and USD 21,250, for 4, 25, 50, 100, and 200 hours of a dedicated consultant. The first pack for a new customer is listed at 15% off. Travel is extra. Returning-customer packs for the same hour bands are USD 580, USD 3,600, USD 7,000, USD 12,500, and USD 25,000. The Success Pack pages also name a monthly maintenance charge once extra modules or custom code exist, at a rate they leave unpublished. Ask each bidder to price that charge as its own line, especially if phase two adds a custom field set on Helpdesk or Field Service.

Four hours will not configure CRM, Sales, products, and a quote template for eight sellers. Twenty-five hours might cover a narrow CRM and Sales setup if your stages, price lists, and customer file are already clean. Fifty to 100 hours is the band to discuss once quotes, portal signature, and a first reporting view are in scope. Two hundred hours is a different project. These packs price Odoo consultant hours. Price a Dynamics 365 rollout as its own scoped phase with named people and hours.

License lists settle only the software half of the budget. The other half is who does the rollout and what those hours cost. For a company that might land on either Dynamics 365 or Odoo, the useful next step is a scope that names phase-one apps, seats, and the records you will migrate. That is the work we do under CRM implementation for growing companies. Dynamics 365 Sales implementation is the path when the seat mix above is the one you are buying.

What a self-hosted module stack such as Perfex costs to keep

Some buyers arrive on this question from a self-hosted product. Perfex CRM is a self-hosted small-business CRM. The product bundles projects, invoices, estimates, proposals, leads with a Kanban view and email import, expenses, payments through PayPal and Stripe, tickets, a knowledge base, tasks, contracts, surveys, a calendar, goals, custom fields, and reports. Its demo points at CodeCanyon item 14013737. Ask for the current base price and for each add-on price before you set them beside a Dynamics or Odoo user fee.

Budget three bills and ask for each one in writing. Hosting and backups sit with you. Marketplace add-ons are priced at purchase, so request the current add-on list with prices. Someone on your side, or a contractor, applies updates and keeps custom fields and payment settings working after each update. That labor is the ongoing module cost, and it shows up as contractor time.

Perfex is one PHP application with those features included. A Dynamics sales seat or an Odoo Standard user follows the license math above, with a vendor price page finance can read. Choose the bill your team can maintain after the first year.

A phase-one module checklist before you sign

Write the answers into your own notes, or drop them into a CRM RFP template so every bidder prices the same rows.

1. List the roles that will create or edit a record in the next 90 days. Count full seats from that list only.
2. Name the records: lead, account, opportunity, quote, order, invoice, case, work order, campaign. Cross out any record nobody will enter this quarter.
3. On Dynamics, pick one sales license for the sellers, then add Customer Service, Contact Center, Field Service, Contractor, Resource Scheduling Optimization, or Customer Insights only for a row you did not cross out. Write US and Canada list prices on separate lines and note that checkout can differ and that Canada prices are plus tax.
4. On Odoo, assume CRM plus Sales ends One App Free. Price Standard and Custom using both printed pairs. Mark Light Users only for restricted work. Ask whether Odoo.sh, SMS, or lead-generation credits are in the quote.
5. Ask each bidder to price data migration, quote templates, and any Power Automate or Power Apps flows as their own lines. On Odoo, ask for the unpublished monthly maintenance rate on extra modules.
6. If headcount is under 50 and the platform is Odoo, compare the hour band you need with the Success Pack prices above, and add travel. If headcount is over 50, ask for a partner scope with named hours. If the platform is Dynamics 365, ask for the same hour breakdown on the statement of work.
7. Write the defer list: Premium, Relationship Sales, Customer Insights, Field Service, Contact Center, Helpdesk, Email Marketing. Put a review date on each line and the dollar figure you are choosing not to spend yet.
8. Have someone who sells, someone who quotes, and someone who would handle a case try the missing-feature test. Microsoft’s own prompt is "Can't find the feature in your app?" A gap can be a license, a security role, or an admin toggle. Resolve that before you buy a higher SKU to reach a button an administrator can already turn on.

When that checklist produces a seat count, a defer list, and a second-tool cost you can explain to finance, you have a phase-one module set. If the checklist stalls on which records are real this quarter, bring the role list to a call and we will order it with you.

How Flectic can help

Flectic implements Dynamics 365 Sales for teams of 20 to 100 people in the US and Canada, covering the sales modules this guide describes, including pipeline and quotes. Start with the modules your sellers use every day, and add service or field work later if you need it. A fixed-price first phase delivers a working pipeline before you commit the full budget. Book a free discovery call with Flectic to settle the phase-one module list, using the Dynamics 365 Sales offer as the reference.

Sources

• What is customer relationship management (CRM)?, Microsoft, October 2026
• Dynamics 365 Sales pricing, Microsoft, October 2026
• Dynamics 365 Sales pricing (Canada), Microsoft, October 2026
• Dynamics 365 Customer Service pricing, Microsoft, October 2026
• Dynamics 365 Customer Service pricing (Canada), Microsoft, October 2026
• Dynamics 365 Field Service pricing, Microsoft, October 2026
• Dynamics 365 Field Service pricing (Canada), Microsoft, October 2026
• Dynamics 365 Customer Insights pricing, Microsoft, October 2026
• Dynamics 365 Customer Insights pricing (Canada), Microsoft, October 2026
• Welcome to Dynamics 365 Sales, Microsoft Learn, October 2026
• Can't find the feature in your app?, Microsoft Learn, October 2026
• Odoo Pricing, Odoo, October 2026
• Odoo Success Packs, Odoo, October 2026
• Odoo CRM, Odoo, October 2026
• Odoo Sales, Odoo, October 2026
• What Is CRM?, Salesforce, October 2026
• Perfex CRM, Perfex CRM, October 2026