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.
What's inside
One place that explains your CRM data
- 1
The dictionaryEight columns for each property: name, description, options, object, field type, important notes, example data and the source or trigger that fills it.
- 2
Lead source list18 lead source values, from Google (Paid) and LinkedIn (Organic) to events and client referrals, ready to edit into your own list.
- 3
Lifecycle stagesEight lifecycle stages, from Subscriber to Former Customer, with space to write what each stage means and what moves a contact into it.
- 4
Deal stagesA row for each pipeline and stage, with its definition, the automation it runs and the fields required before a deal moves on.
Get the template
| 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 |
NOTESImportant notesLead sourceLifecycle stagesDeal stages
Example rows. Your copy starts blank, with the lead source and lifecycle stage lists ready to edit.
The dictionary
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.
Name and descriptionWhat the property is called and what it means
Options and field typeThe values allowed and how they are entered
Object and exampleContact, company or deal, with a real example
Source and notesWhat fills it in, and anything to watch out for
Why it matters
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.
How to use it
From blank sheet to shared reference
1Make 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.
2Start with what matters
Document the properties that drive reports, workflows and handoffs first: lead source, lifecycle stage and deal stage.
3Share it and keep it current
Link it from your CRM processes and update it whenever a property, option or stage changes.
TipWrite 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.
When a template isn't enough
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.
Questions
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.
Free download
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