Lesson 1Entity: Company/Account — key fields with data types and reasons (company name, domain, industry, size, billing address, account owner, etc.)This part explains the Company or Account entity for agencies, showing main ways to identify, group, and own them, plus address and billing info that help plan areas, send bills, and manage accounts over time in our context.
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 2Balancing Normalisation and Denormalisation for Speed and ReportsHere we look at ways to normalise and denormalise data in CRM, teaching how to set up tables and fields for good speed, reports, and connections while stopping repeats, mismatches, and extra hard work.
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 teaches about the Activity or Interaction entity, showing main fields, types, and reasons to record emails, calls, meetings, and tasks, making sure we have full history of dealings with leads, contacts, and chances.
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.)We define the Contact entity here, covering personal and work fields, how they like to be reached, and links to accounts and chances, helping target right, make things personal, and track relations well.
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 section details the Opportunity entity for software agencies, showing needed fields, suggested types, and reasons that help predict sales, see the pipeline, credit revenue, and report sales steadily.
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.)We focus on the Lead entity, explaining fields, types, and reasons for catching new prospects, tracking where they come from and status, scoring interest, and readying clean change to contacts, accounts, and chances.
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 relation patterns and numbers (one-to-many, many-to-many via junction table, flexible activities)This covers CRM relation patterns, like one to many, many to many using junction entities, and flexible activities, teaching when to use each and how they change reports, auto tasks, and data safety.
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 main CRM entities and their purposes (Lead, Contact, Account/Company, Opportunity, Activity/Interaction)We introduce main CRM entities used in software agencies, making clear the different jobs of Leads, Contacts, Accounts or Companies, Opportunities, and Activities, and how they fit in the money-making 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, choice lists, formula fields, calculated fieldsWe look at ways to extend entities, like custom fields, choice lists, formulas, and calculated fields, showing how to add agency-specific info while keeping it easy to use, fast, and safe for updates.
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
