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
Merge tooling is genuinely deep: advanced mode for field-by-field retention, a merge API that works in the same way as in the application with automatic deletion of duplicates, and a similar-records warning at creation. Custom entities appear in the API documentation, going beyond the standard objects, but the duplicate warning fires only on an exact name match, and we found no public information on field validation, required fields, or field-level history. 2 3 9