Lesson 1Entity: Company/Account — key fields with data types and reasons (company name, domain, industry, size, billing address, account owner, etc.)This part defines the Company or Account entity for agencies, listing key identification, grouping, and ownership fields, plus address and billing info that help with area planning, billing, and long-term account handling in Gambian businesses.
Core identity fields and uniqueness rulesDomain, website, and enrichment optionsIndustry, size, and firmographic tagsBilling and shipping address modellingAccount ownership and territory logicParent child and group account structuresLesson 2Organisation vs denormalisation trade-offs for speed and reportingThis part looks at organisation and denormalisation methods in CRM, showing how to set up tables and fields for speed, reporting, and connections while avoiding repeats, mismatches, and extra complexity in daily operations.
Organisation goals and normal formsCommon denormalisation techniquesPerformance impacts and indexingReporting and analytics trade offsIntegration and data sync concernsGuidelines for practical modellingLesson 3Entity: Activity/Interaction — key fields with data types and reasons (type, subject, date/time, outcome, related entity, notes, duration)This part describes the Activity or Interaction entity, listing key fields, data types, and reasons that record emails, calls, meetings, and tasks, making sure of a full history of engagements with leads, contacts, and opportunities in local contexts.
Activity types and controlled vocabulariesSubject, description, and note takingDate, time, and time zone handlingOutcomes, statuses, and follow up rulesLinking activities to related CRM recordsDuration, effort, and productivity metricsLesson 4Entity: Contact — key fields with data types and reasons (first/last name, email, phone, role, linked account, preferred contact method, etc.)This part defines the Contact entity, including personal and work fields, communication choices, and links to accounts and opportunities, allowing exact targeting, personal touch, and relationship tracking for Gambian clients.
Identity fields and name formattingEmail, phone, and channel detailsJob role, seniority, and influencePreferred contact times and methodsLinking contacts to accountsContact roles on deals and projectsLesson 5Entity: Opportunity — key fields with data types and reasons (name, value, currency, stage, close date, probability, product/service type, sales owner)This part details the Opportunity entity for software agencies, covering main fields, suggested data types, and design reasons that aid forecasting, pipeline sight, revenue linking, and steady sales reporting in the region.
Core identification fields and naming rulesMonetary fields, currency, and exchange handlingStage modelling and sales process alignmentClose date, probability, and forecasting logicProduct or service classification structuresOwnership, teams, and access controlLesson 6Entity: Lead — key fields with data types and reasons (source, status, score, created date, owner, etc.)This part centres on the Lead entity, detailing fields, data types, and reasons for catching new prospects, following source and status, scoring interest, and readying clean change to contacts, accounts, and opportunities.
Lead capture fields and validation rulesSource, campaign, and attribution dataLead status, stages, and SLA policiesScoring models and intent indicatorsOwnership, routing, and assignmentConversion mapping to core entitiesLesson 7Entity relationship patterns and cardinality (one-to-many, many-to-many via junction table, polymorphic activities)This part covers CRM relationship patterns, like one to many, many to many through junction entities, and polymorphic activities, explaining when to use each and how they affect reporting, automation, and data strength.
One to many relationships and ownershipMany to many via junction entitiesModelling contact roles on opportunitiesPolymorphic activity relationshipsLookup versus master detail choicesImpact on reporting and rollup fieldsLesson 8Overview of canonical CRM entities and purpose (Lead, Contact, Account/Company, Opportunity, Activity/Interaction)This part introduces main CRM entities used in software agencies, making clear the separate role of Leads, Contacts, Accounts or Companies, Opportunities, and Activities, and how they fit in the revenue life cycle.
Lead versus Contact distinctionsAccount or Company core purposeOpportunity as revenue containerActivity as engagement historyTypical lifecycle from lead to clientCross entity data flow and handoffsLesson 9Entity extension points: custom fields, picklists, formula fields, calculated fieldsThis part looks into entity extension choices, like custom fields, picklists, formulas, and calculated fields, showing how to add agency-specific data while keeping usability, speed, and safe upgrade setups.
When to add custom fields and whyDesigning picklists and option setsFormula and calculated field patternsUsing rollup and summary calculationsManaging technical debt in metadataGovernance, naming, and documentation
