Set up deal fields that capture information you'll actually use. Enable accurate forecasting, reporting, and smooth handoffs.
Every CRM lets you add custom fields. Most teams add too many. Fields no one fills become data graveyards. Fields everyone interprets differently become useless. Proper property configuration captures what you need for decisions deal size, close date, lead source, decision criteria without creating admin burden. This chapter shows you which properties actually matter, how to structure them for consistency, and how to avoid the trap of capturing everything whilst using nothing.
All in one CRM with marketing, sales and service, strong when you want one system that teams adopt.
Sales focused CRM with clean pipelines and activity tracking, ideal for small teams that value speed.
Work OS with boards, automations and dashboards, flexible for marketing and ops when configured with restraint.
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Simple CRM for relationships and outreach lists, useful for partnerships and light sales without heavy setup.
Small business CRM with email automation and invoicing, good when you want sales and marketing in one light tool.
Keep unqualified leads out of your pipeline. Maintain accurate forecasting and help reps focus on real opportunities only.
A poorly configured CRM becomes a graveyard of stale data and missed follow-ups. A properly set up CRM runs your sales process automatically, surfaces hot leads, and forecasts revenue accurately.
See playbookDefine pipeline progression steps to standardise how reps advance opportunities and give managers visibility into where deals stall or convert unexpectedly.
