Contact & data model
How this is scored
Depth and hygiene of the core records — contacts, companies, deals, custom fields, deduplication.
0 — A flat address book; no relations between people, companies and deals.
3 — The standard three objects exist but customization is cosmetic: few field types, no required fields, duplicates accumulate unchecked.
5 — Custom fields across objects, basic dedupe on create, activity history on the record; complex models still need workarounds.
8 — Rich field types with validation, merge and dedupe tooling, relationships beyond the standard model, permissioned field access.
10 — A genuinely modelable system: custom objects or equivalent, bulk hygiene tooling, field-level history — the data model bends to the business, not the reverse.
The Skeptic
The vendor markets 'ultra-customizable' objects — fields, pipeline stages, views, automations — plus verified-contact data enrichment, which is more than cosmetic on its face. But the captured copy never gets concrete: I found no public information on field types, validation, required fields, duplicate handling or merge tooling, and customization claims without hygiene receipts age badly once real data lands. 1