Glossary
The terms behind
a working CRM.
Short definitions for the words that come up when you design, migrate, or automate a CRM. Written for fund teams and B2B operators, not for a certification exam.
Term
Definition
CRM data model
The set of objects, attributes, and relationships that decides what a CRM can store, connect, and report on.
CRM deduplication
Finding and merging records in a CRM that describe the same person or company, so each real-world thing exists once.
CRM hygiene
The ongoing work of keeping CRM data accurate, complete, and consistent so people trust what they see.
CRM implementation
The project of designing, configuring, and rolling out a CRM so a team can actually run its work in it.
CRM migration
Moving records, history, and relationships from one CRM to another without losing the context that makes them useful.
Custom object
A record type you add to a CRM beyond the defaults, used to model something specific to how your business works.
Data room
A secure, organised folder of documents a company shares with investors or buyers during due diligence.
Deal flow
The stream of investment opportunities a fund sources, screens, and decides on, and the process that moves them from first contact to a decision.
Deal sourcing
How an investment firm finds new opportunities, through its network, outbound research, inbound applications, and introductions.
Fund CRM
A CRM set up around how an investment firm works, tracking deals, founders, LPs, co-investors, and portfolio companies in one connected system.
GTM engineering
Building the systems behind a go-to-market motion, connecting the CRM, data sources, and outreach tools so pipeline work runs automatically.
GTM stack
The set of tools a company uses to find, win, and keep customers, with the CRM at the centre.
Limited partner (LP)
An investor who commits capital to a fund managed by a general partner, with liability limited to the amount committed.
LP reporting
The regular updates a fund sends its limited partners on performance, capital activity, and portfolio progress.
Migration validation
Checking that data moved to a new CRM is complete and correct before the team switches over.
Pipeline stage
A named step in a process, such as a sales cycle or dealflow, that shows where each record stands and what happens next.
Portfolio monitoring
Tracking the performance and health of companies a fund has invested in, through regular metrics, updates, and check-ins.
Record enrichment
Adding missing data to CRM records, such as company size, industry, location, or job title, from external sources.
Relationship intelligence
Using email, calendar, and meeting data to show who in a firm knows whom, how well, and how recently.
Warm introduction
A referral from someone both parties know and trust, used to open a conversation that would otherwise be a cold approach.
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