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 RevOps Integrator
Unlimited contacts, deals, fields and tags exist on all plans, but there is zero evidence of dedupe, merge, validation, or relations beyond the standard objects — and 'set up in 4 minutes' is a vendor confession that the model is deliberately thin. A one-page contact manager, not a system the data model bends around. 1 2