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
Merge and dedupe are real, not cosmetic: a duplicate warning on creation, master-record merges with a field-by-field Advanced Mode, and merge endpoints that behave the same as the application UI and auto-delete duplicates. Custom entity records exist through the API and activities carry history on leads and opportunities, but the duplicate check fires on an exact name match only, and we found no public information on field validation or field-level permissions beyond tiered role customization. 2 3 9 5