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 Data Protection Officer
Custom fields span leads, people, companies, deals and products with select, multi-select, checkbox and date types, copy between sections and mapping on lead conversion, and activities are tracked against each lead, contact and deal. We found no public information on deduplication, required-field validation, record merge or field-level permissions, so I cannot credit the hygiene tooling that keeps a database of other people's personal data from rotting. 2 6