A free Google Sheet to write down what every property in your CRM means, where its data comes from, and how your team should use it.
One place that explains your CRM data
- 1The dictionaryEight columns for each property: name, description, options, object, field type, important notes, example data and the source or trigger that fills it.
- 2Lead source list18 lead source values, from Google (Paid) and LinkedIn (Organic) to events and client referrals, ready to edit into your own list.
- 3Lifecycle stagesEight lifecycle stages, from Subscriber to Former Customer, with space to write what each stage means and what moves a contact into it.
- 4Deal stagesA row for each pipeline and stage, with its definition, the automation it runs and the fields required before a deal moves on.
| Property name | Object type | Field type | Example data |
|---|---|---|---|
| Contact | |||
| Lead source | Contact | Dropdown select | Google (Paid) |
| Lifecycle stage | Contact | Dropdown select | Sales Qualified Lead |
| Job title | Contact | Single-line text | Operations Manager |
| Deal | |||
| Deal stage | Deal | Pipeline stage | Quote sent |
| Close date | Deal | Date picker | 30/11/2026 |
Four things to write down for every property
Each row covers one property, so anyone on the team can look it up and use the field the same way.
What changes once your data is written down
Without a dictionary
- The same field means different thingsOne person picks "Referral", another picks "Other".
- Nobody trusts the reportsNumbers shift depending on who entered the data.
- New starters guessThey learn the CRM by asking around, or by copying old habits.
With a dictionary
- One meaning for every fieldEach property has a written definition and a set list of options.
- Reports you can explainYou know where each number comes from and what fills it in.
- Faster onboardingNew team members read one sheet instead of learning by trial and error.
From blank sheet to shared reference
Make your copy
The link in the email opens the sheet as your own copy in Google Drive. An Excel version is in the email too.
Start with what matters
Document the properties that drive reports, workflows and handoffs first: lead source, lifecycle stage and deal stage.
Share it and keep it current
Link it from your CRM processes and update it whenever a property, option or stage changes.
Write each definition so a new starter would understand it. If two people define a lifecycle stage differently, have that conversation before it goes in the sheet.
Not sure which properties are still in use?
Our CRM Data Cleanup Blueprint reviews your properties, lifecycle stages and pipelines, finds what is redundant or missing, and gives you a step by step plan to clean it up safely.
Before you download
Do I need HubSpot to use it?
The lifecycle stages and object types follow HubSpot, but the columns work for any CRM.
Is it really free?
Yes. Fill in the form and we email you a link to your own copy of the Google Sheet, plus an Excel version.
How is a data dictionary different from an SOP?
The dictionary explains what each field means. An SOP explains how and when your team updates it. They work best together.
Which properties should I document first?
Start with custom properties and anything that drives reports, automation or the handoff to sales. HubSpot already explains its standard properties.
Get your copy of the template
- Google Sheet, ready to copy, plus an Excel version
- Dictionary, lead source, lifecycle stage and deal stage tabs
- A short note on what a data dictionary is for