Contact & data model
How this is scored
Depth and hygiene of the core records: contacts, companies and deals linked to each other, custom fields, activity history on the record, import hygiene and deduplication.
0 — Not a CRM data model; the product is an address book or mailing list with no companies or deals.
3 — Contacts, companies and deals linked to each other, with a few custom fields and notes on the record.
5 — Custom fields on contacts, companies and deals, an activity timeline (emails, calls, meetings, notes) on each record, and duplicate detection or merging of records.
8 — Custom objects or relationships beyond the standard model, field types with validation and required fields, bulk merge and deduplication tooling, and field-level permissions.
10 — A modelable system of record: custom objects with their own relations, pipelines and permissions, field-level change history, data-quality tooling (enrichment, bulk cleanup, rules) documented, and the model exposed completely through the API.
The Sales Ops Lead
Contacts, companies and deals are linked in one place, and each contact carries a full timeline of activities, deals, notes, emails, files, texts, sequences and page visits with auto-enrichment and 50-plus filters — real record depth. But custom fields are only documented on deals, and I found no public information on duplicate detection, record merging, custom objects or field-level permissions, which is exactly the hygiene layer a 40-seat team leans on. 1 2 3