By name: crm-setup description: Apollo.io CRM configuration — object model, key fields, data hygiene rules, and how to use it correctly
CRM Setup
Our CRM
- System: [FILL: Salesforce / HubSpot]
- Instance: [FILL: URL]
- Org owner: RevOps team
Object Model
Leads vs. Contacts
- Lead: [FILL: when a record is a Lead — e.g., pre-conversion, not yet associated with an account]
- Contact: [FILL: when a record becomes a Contact — e.g., after SQL conversion]
- Conversion process: [FILL: who converts, what triggers it]
Accounts
- [FILL: account hierarchy — parent/child structure]
- Named accounts: [FILL: how they're flagged, who assigns]
- Account ownership rules: see territory-rules skill
Opportunities
- Created when: [FILL: stage thresholds / SDR→AE handoff]
- Required fields at creation: [FILL: list]
- Owner = the AE responsible for the deal
Key Custom Fields
| Field | Object | Purpose | Who fills it |
|---|---|---|---|
| [FILL: field name] | Opportunity | [FILL] | AE |
| [FILL: field name] | Account | [FILL] | RevOps |
| [FILL: field name] | Contact | [FILL] | SDR/AE |
Data Hygiene Rules
- Close dates: Must be updated weekly — never leave a stale close date
- No blank fields on active opportunities: [FILL: list required fields]
- Duplicate records: Do not create duplicates — merge or report to RevOps
- Contact data: [FILL: who is responsible for keeping contacts current]
Automation and Integrations
- [FILL: what syncs with Apollo.io product, Gong, Marketo, etc.]
- Workflow rules: [FILL: key automations to be aware of]
Contacts
- CRM questions: #revops
- Data issues: Tag @revops-admin in #revops
- Access requests: See access-requests skill