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 details that aid in planning territories, issuing invoices, and managing accounts over the long term in Namibian contexts.
Core identity fields and uniqueness rulesDomain, website, and enrichment optionsIndustry, size, and firmographic tagsBilling and shipping address modelingAccount ownership and territory logicParent child and group account structuresLesson 2Normalisation versus denormalisation trade-offs for speed and reportingThis part examines normalisation and denormalisation approaches in CRM, showing how to structure tables and fields for better performance, reporting, and connections while preventing repeats, mismatches, and extra complexity in Namibian software setups.
Normalization goals and normal formsCommon denormalization techniquesPerformance impacts and indexingReporting and analytics trade offsIntegration and data sync concernsGuidelines for pragmatic modelingLesson 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, specifying key fields, data types, and reasons for recording emails, calls, meetings, and tasks, ensuring a full record of engagements with leads, contacts, and opportunities in Namibian agencies.
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-related fields, communication choices, and links to accounts and opportunities, allowing accurate targeting, customisation, and tracking of relationships in Namibian business environments.
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 vital fields, suggested data types, and design reasons that aid in forecasting, pipeline views, revenue tracking, and steady sales reporting in Namibian markets.
Core identification fields and naming rulesMonetary fields, currency, and exchange handlingStage modeling 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, explaining fields, data types, and reasons for recording new prospects, following source and status, scoring interest, and readying smooth shifts to contacts, accounts, and opportunities in Namibia.
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 connections (one-to-many, many-to-many via junction table, flexible activities)This part covers CRM relationship patterns, such as one-to-many, many-to-many through junction entities, and flexible activities, explaining suitable uses and effects on reporting, automation, and data reliability in Namibian software agencies.
One to many relationships and ownershipMany to many via junction entitiesModeling contact roles on opportunitiesPolymorphic activity relationshipsLookup versus master detail choicesImpact on reporting and rollup fieldsLesson 8Overview of standard CRM entities and their purposes (Lead, Contact, Account/Company, Opportunity, Activity/Interaction)This part introduces standard CRM entities for software agencies in Namibia, clarifying the unique roles of Leads, Contacts, Accounts or Companies, Opportunities, and Activities, and their collaboration in the revenue 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 options: custom fields, selection lists, formula fields, calculated fieldsThis part looks at ways to extend entities, like custom fields, selection lists, formulas, and calculated fields, demonstrating how to include agency-specific data while keeping usability, speed, and safe updates in Namibian systems.
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
