What data should we actually store in a CRM?

Essential data

Every CRM needs:

• Contact name, email, phone (the basics)
• Company and job title
• How you met them or source
• Last interaction date and type
• Deal status (if applicable)
• Next action and due date

Nice to have, but optional

• Customer preferences or communication style
• Deal size and expected close date
• Notes from conversations (if your team will actually write them)
• Integration with email or calendar

Common mistakes

Don't create fields for:

• Data you'll never actually use in decisions
• Fields that duplicate information in external systems
• Custom fields "just in case" someone asks for it later
• Demographic data you could look up in two minutes

Start with the minimum. You can add fields—audit what you're actually using after 3 months. Most teams maintain only 40% of the custom fields they create.