Freshdesk serves as a customer service tool as well as a CRM. It is very simple to use and helps us see Facebook Messenger, phone calls, Twitter and chat interactions all in one place.
We use MakeMeReach to do advertising campaigns on Facebook. We used to use Smartly but we recently switched because they had a 100% price increase. We really like MakeMeReach as we are able to automate campaigns and do A/B testing on them and you have a great reporting tool. Hootsuite has recently bought AdEspresso which does a similar thing.
We are configuring now NetSuite as it is the only tool that has better services to adapt to the local rules and regulations. QuickBooks and Xero are not working with the Italian system.