Custom fields and lead scoring

Create a custom field

Open CRM → Custom Fields and select the intended entity type. Choose the field type that matches how the value will be filtered, validated, merged, and used in automations. Add a clear label and description, then test the field on a non-production record.

Good custom fields represent stable business concepts: service interest, territory, qualification date, customer tier, or renewal window. Free-form notes are better for narrative context; fields are better for routing and reporting.

Field design rules

• Reuse an existing field when the meaning is identical.
• Prefer controlled options for values that drive logic.
• Include units in money, duration, distance, or percentage labels.
• Define who owns the value and when it becomes stale.
• Do not put secrets or unnecessary sensitive data in a field.
• Treat system fields as protected; the UI prevents unsupported changes.

Before deleting or changing a field, search for its use in imports, forms, workflows, sequences, templates, scoring, reports, and integrations. Export any values that must be retained.

Configure lead scoring

Open CRM → Lead Scoring to create rules that add or subtract priority based on record information or behavior supported by the workspace. Give each rule a name that explains the signal, set conditions narrowly, and choose a weight relative to other signals.

Start with a few interpretable rules. For example, explicit fit and recent high-intent behavior should usually be more meaningful than incidental activity. Use negative rules for disqualification or staleness only when they are reliable.

Validate a score

1. Select test records representing high, medium, low, and disqualified cases.
2. Predict the expected score before enabling rules.
3. Apply or enable the rules and compare the result.
4. Confirm ties, missing fields, and conflicting signals behave acceptably.
5. Check downstream routing, views, and automations.

Keep scoring accountable

Document the score threshold for each operational action and review score distribution regularly. A score ranks records; it should not silently make high-impact eligibility decisions. When the market, data source, or sales process changes, revalidate the rules and the workflows that consume them.