Explainer
Lead, contact, company, deal: CRM records explained
A guide to the records, fields, and links you need when choosing or moving to a CRM.
What does each CRM record mean?
A contact stores a person. A company stores an organization. A deal tracks a possible sale. A lead tracks qualification, with a different meaning in each CRM. Being saved as a contact does not prove someone is ready to buy.
Records, fields, and links
An object is a category of data, such as contacts. A record is one entry in that category. Fields hold its details, and links connect it to other records.
Contact
One person, with details such as name, email, and role. A contact can be a prospect, customer, supplier, or partner.
Company or account
An organization you work with. Link its people and sales opportunities so you can review the account together.
Deal or opportunity
One possible sale, with its own stage, amount, owner, and expected close date. A renewal or a new project may need a separate deal.
Task and activity
A task tracks work to do, such as sending a proposal. An activity records an interaction or event, such as a completed call.
Check what your CRM means by lead
Agree on your qualification rules, then check how the tool stores them. A separate lead record is only one approach.
Salesforce
Salesforce uses a Lead object. Conversion can create or link an account and contact, with an opportunity when needed. The team decides when a lead qualifies.
HubSpot
HubSpot lead records require a primary contact or company association. A contact can already exist when a lead is created. Lead tools depend on the subscription and seat.
Lumenbase
The Leads board works with company records and their contacts. Converting from that board creates a deal linked to the company and selected contacts. The company can also stay on the Leads board.
One company, two people, one sale
Here is a fictional setup for an agency selling a website project. Each record has a clear job.
Company: Northbank Studio Contacts: Sam, project sponsor; Jo, finance Deal: Website redesign, proposal stage Task: Send the revised scope on Friday Activity: Notes from the scope review
Link the people to the sale
Keep Sam and Jo as separate contacts. Link both to the same company and deal, with their roles recorded where your CRM supports them.
Keep the history clear
If Sam changes jobs, review company links and deal roles. Keep past notes tied to the work they describe. Check how your CRM handles primary companies and previous roles before changing links.
Check the mapping before you move data
Try a small, agreed sample with the records and links your team uses. Count the results and open individual records to check them.
Choose the match key
Keep source record IDs. Decide which identifier will match existing records so a second import does not create another copy.
Map fields and relationships
Map owners, stages, dates, and custom fields. Check which company each contact and deal belongs to, and where notes and activities land.
Test access and recovery
View the sample with the roles your team will use. Confirm export coverage and rollback limits before running the full import.
Common questions
Sources
Provider documentation checked on 16 September 2026. The example and import checklist are practical guidance.