Custom fields — capturing something the CRM doesn't have
Add a field when you'd otherwise put it in the notes and lose it. Before you do, check whether an existing field already covers it — duplicates are how a CRM stops being trustworthy.
Who this is for
Admins. Adding a field affects every record of that type across the agency.
The test for whether it should be a field
A field earns its place when you will FILTER or ROUTE on it. If you'd only ever read it while looking at one person, a note is fine and costs nothing to maintain.
The cost of a field isn't creating it — it's that every rep now sees another blank box, and a field most people leave blank is worse than no field, because now you can't trust the ones that are filled either.
Check for an existing home first
A lot of what people add already exists somewhere: intake answers from the lead source, product intent, disposition, pipeline stage. Adding a parallel field for something already tracked splits the truth across two places, and within a month neither is reliable.
Landing-page fields
If the data comes in from a landing page, add the custom field first and then use the campaign's field list when wiring the form — that way the name on the page matches the name here and the value lands where you expect instead of being dropped.
Common mistakes
- Adding a field for something the intake answers already capture.
- Creating fields nobody fills, which devalues the ones that matter.
- Wiring a landing page to a field name that doesn't exist yet.
Related
Where this lives in the app
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