Free template · RevOps, CRM & metrics
CRM Data Dictionary
Define every CRM field before you build it: type, allowed values, owner and whether reports depend on it.
What's inside
- 16 common company, contact and deal fields to start from
- 60 rows with type, required and owner dropdowns
- Allowed values and rules per field
- A summary of fields per object
Who it's for
Anyone whose CRM data means something different to every person who uses it.
Why it matters
When 'lead source', 'ICP tier' or 'deal amount' mean something slightly different to each person who fills them in, every report built on them is off. One rep logs annual value, another logs monthly. One counts a referral as inbound. The CRM looks complete, but the numbers cannot be compared.
A data dictionary fixes this by writing down, once, what each field is, what values it accepts and who is responsible for filling it in. For a small team it also acts as a filter: if a field is not required, not reported on and not filled automatically, you probably do not need it, and fewer fields means better data.
How to use it
- 1Open the Properties tab and review the starter company, contact and deal fields. Delete the ones you will not use and rename the rest to match your CRM.
- 2Add your own fields below the starters, using the dropdowns to set object, type, whether it is required, who fills it and whether reports depend on it.
- 3Write the allowed values and a one-line rule for every dropdown field, such as when the loss reason becomes required.
- 4Check the Summary tab for the count of fields and required fields per object, and cut any field that nobody fills or reports on.
- 5Share the finished sheet with everyone who uses the CRM and update it before anyone adds a new field.
Read alongside it
- CRM data hygiene: how to keep it clean
- CRM pipeline stages: how to define them
- How to migrate to a new CRM without losing data
CRM Data Dictionary: FAQ
- What is a CRM data dictionary?
- It is a shared document that lists every field in your CRM with its name, internal name, data type, allowed values, whether it is required, who fills it in and whether reports use it. It gives everyone the same definition of each field, so data entered by different people can be compared.
- What fields should a B2B CRM have?
- Start small. Companies need a domain, owner, ICP tier, industry and size. Contacts need email, job title, persona, lifecycle stage and lead source. Deals need amount, close date, stage, next step and a loss reason. Add fields only when you will report on them or use them daily.
- Should CRM fields be dropdowns or free text?
- Use dropdowns wherever the answer comes from a known list, such as lead source, persona, industry or loss reason. Free text is hard to group and report on because people spell and phrase things differently. Keep free text for notes and fields like next step that need specific detail.
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