{ "format": "entitymodeler", "format_version": 1, "source": "https://entitymodel.com", "name": "crm", "title": "CRM (Customer Relationship Management)", "organization": "EntityModel.com examples", "description": "A sales CRM: accounts with a parent-company hierarchy, contacts, leads, opportunities through a pipeline, products on opportunities, activities and sales users.", "version": "1.0", "author": "EntityModel.com", "status": "approved", "created_at": "2026-11-03T00:00:00.000Z", "updated_at": "2026-11-03T00:00:00.000Z", "entities": [ { "name": "sales_user", "display_name": "User", "entity_type": "standard", "color_code": "#3E6A8F", "description": "A member of the sales team who owns records.", "attributes": [ { "name": "user_id", "label": "User ID", "type": "INT", "is_primary_key": true, "required": true, "example": "42" }, { "name": "full_name", "label": "Full Name", "type": "STRING", "is_label": true, "required": true, "pii": true, "example": "Jordan Lee" }, { "name": "email", "label": "Email", "type": "STRING", "required": true, "unique": true, "pii": true, "example": "jordan@acme.example" }, { "name": "role", "label": "Role", "type": "STRING", "required": true, "example": "Account Executive" } ], "struct_types": [], "area": "Team" }, { "name": "account", "display_name": "Account", "entity_type": "standard", "color_code": "#7A5C8E", "description": "A company the business sells to, or a prospect company. Subsidiaries point at their parent account.", "attributes": [ { "name": "account_id", "label": "Account ID", "type": "BIGINT", "is_primary_key": true, "required": true, "example": "20031" }, { "name": "account_name", "label": "Account Name", "type": "STRING", "is_label": true, "required": true, "example": "Globex Corporation" }, { "name": "industry_code", "label": "Industry Code", "type": "REFERENCE_ENTITY", "reference": { "entity": "industry", "output_attribute": "industry_code" }, "example": "MANUF" }, { "name": "website", "label": "Website", "type": "STRING", "example": "https://globex.example" }, { "name": "annual_revenue", "label": "Annual Revenue", "type": "DECIMAL", "precision": 12, "scale": 2, "description": "Estimated annual revenue in USD.", "example": "25000000.00" }, { "name": "employee_count", "label": "Employee Count", "type": "INT", "example": "1200" }, { "name": "country_code", "label": "Country Code", "type": "REFERENCE_ENTITY", "reference": { "entity": "country", "output_attribute": "country_code" }, "example": "US" }, { "name": "parent_account_id", "label": "Parent Account ID", "type": "BIGINT", "description": "The parent company, for subsidiaries.", "example": "20001" }, { "name": "owner_user_id", "label": "Owner User ID", "type": "INT", "required": true, "description": "Account owner.", "example": "42" } ], "struct_types": [], "area": "Customers" }, { "name": "contact", "display_name": "Contact", "entity_type": "standard", "color_code": "#1F6366", "description": "A person at an account.", "attributes": [ { "name": "contact_id", "label": "Contact ID", "type": "BIGINT", "is_primary_key": true, "required": true, "example": "77120" }, { "name": "account_id", "label": "Account ID", "type": "BIGINT", "required": true, "example": "20031" }, { "name": "full_name", "label": "Full Name", "type": "STRING", "is_label": true, "required": true, "pii": true, "example": "Priya Raman" }, { "name": "job_title", "label": "Job Title", "type": "STRING", "example": "Head of Procurement" }, { "name": "email", "label": "Email", "type": "STRING", "pii": true, "example": "priya@globex.example" }, { "name": "phone", "label": "Phone", "type": "STRING", "pii": true, "example": "+1 555 0142" }, { "name": "do_not_contact", "label": "Do Not Contact", "type": "BOOLEAN", "required": true, "description": "The contact opted out of sales outreach.", "example": "false" } ], "struct_types": [], "area": "Customers" }, { "name": "lead", "display_name": "Lead", "entity_type": "standard", "color_code": "#9A4A10", "description": "An unqualified prospect, before it becomes an account, contact and opportunity.", "attributes": [ { "name": "lead_id", "label": "Lead ID", "type": "BIGINT", "is_primary_key": true, "required": true, "example": "99001" }, { "name": "full_name", "label": "Full Name", "type": "STRING", "is_label": true, "required": true, "pii": true, "example": "Sam Ortiz" }, { "name": "company_name", "label": "Company Name", "type": "STRING", "example": "Initech" }, { "name": "email", "label": "Email", "type": "STRING", "pii": true, "example": "sam@initech.example" }, { "name": "lead_source_code", "label": "Lead Source Code", "type": "REFERENCE_ENTITY", "reference": { "entity": "lead_source", "output_attribute": "source_code" }, "required": true, "example": "WEBINAR" }, { "name": "status", "label": "Status", "type": "STRING", "required": true, "description": "New, working, qualified or disqualified.", "example": "WORKING" }, { "name": "owner_user_id", "label": "Owner User ID", "type": "INT", "required": true, "example": "42" }, { "name": "converted_opportunity_id", "label": "Converted Opportunity ID", "type": "BIGINT", "description": "Set when the lead is converted." }, { "name": "created_at", "label": "Created At", "type": "TIMESTAMP", "required": true, "example": "2026-09-12T15:00:00Z" } ], "struct_types": [], "area": "Pipeline" }, { "name": "opportunity", "display_name": "Opportunity", "entity_type": "standard", "color_code": "#4A4D52", "description": "A potential deal with an account, tracked through the pipeline stages.", "attributes": [ { "name": "opportunity_id", "label": "Opportunity ID", "type": "BIGINT", "is_primary_key": true, "required": true, "example": "31008" }, { "name": "opportunity_name", "label": "Opportunity Name", "type": "STRING", "is_label": true, "required": true, "example": "Globex - Platform renewal 2027" }, { "name": "account_id", "label": "Account ID", "type": "BIGINT", "required": true, "example": "20031" }, { "name": "primary_contact_id", "label": "Primary Contact ID", "type": "BIGINT", "example": "77120" }, { "name": "stage_code", "label": "Stage Code", "type": "REFERENCE_ENTITY", "reference": { "entity": "opportunity_stage", "output_attribute": "stage_code" }, "required": true, "example": "PROPOSAL" }, { "name": "amount", "label": "Amount", "type": "DECIMAL", "precision": 12, "scale": 2, "description": "Expected deal value in USD.", "example": "180000.00" }, { "name": "close_date", "label": "Close Date", "type": "DATE", "required": true, "description": "Expected or actual close date.", "example": "2026-12-15" }, { "name": "owner_user_id", "label": "Owner User ID", "type": "INT", "required": true, "example": "42" } ], "struct_types": [], "area": "Pipeline" }, { "name": "product", "display_name": "Product", "entity_type": "standard", "color_code": "#2F5D73", "description": "Something the business sells.", "attributes": [ { "name": "product_id", "label": "Product ID", "type": "INT", "is_primary_key": true, "required": true, "example": "7" }, { "name": "product_name", "label": "Product Name", "type": "STRING", "is_label": true, "required": true, "example": "Platform - Enterprise" }, { "name": "list_price", "label": "List Price", "type": "DECIMAL", "precision": 12, "scale": 2, "required": true, "description": "Annual list price in USD.", "example": "60000.00" } ], "struct_types": [], "area": "Pipeline" }, { "name": "opportunity_product", "display_name": "Opportunity Line", "entity_type": "standard", "color_code": "#5C7F9E", "description": "A product quoted on an opportunity.", "attributes": [ { "name": "opportunity_product_id", "label": "Opportunity Product ID", "type": "BIGINT", "is_primary_key": true, "required": true, "example": "50310" }, { "name": "opportunity_id", "label": "Opportunity ID", "type": "BIGINT", "required": true, "example": "31008" }, { "name": "product_id", "label": "Product ID", "type": "INT", "required": true, "example": "7" }, { "name": "quantity", "label": "Quantity", "type": "INT", "required": true, "example": "3" }, { "name": "sale_price", "label": "Sale Price", "type": "DECIMAL", "precision": 12, "scale": 2, "is_label": true, "required": true, "description": "Discounted unit price.", "example": "54000.00" } ], "struct_types": [], "area": "Pipeline" }, { "name": "activity", "display_name": "Activity", "entity_type": "standard", "color_code": "#A12F18", "description": "A logged call, email, meeting or task, linked to an account and optionally a contact or opportunity.", "attributes": [ { "name": "activity_id", "label": "Activity ID", "type": "BIGINT", "is_primary_key": true, "required": true, "example": "880120" }, { "name": "activity_type_code", "label": "Activity Type Code", "type": "REFERENCE_ENTITY", "reference": { "entity": "activity_type", "output_attribute": "type_code" }, "required": true, "example": "MEETING" }, { "name": "subject", "label": "Subject", "type": "STRING", "is_label": true, "required": true, "example": "Pricing review" }, { "name": "account_id", "label": "Account ID", "type": "BIGINT", "required": true, "example": "20031" }, { "name": "contact_id", "label": "Contact ID", "type": "BIGINT", "example": "77120" }, { "name": "opportunity_id", "label": "Opportunity ID", "type": "BIGINT", "example": "31008" }, { "name": "owner_user_id", "label": "Owner User ID", "type": "INT", "required": true, "example": "42" }, { "name": "due_at", "label": "Due At", "type": "TIMESTAMP", "example": "2026-11-05T16:00:00Z" }, { "name": "completed", "label": "Completed", "type": "BOOLEAN", "required": true, "example": "false" } ], "struct_types": [], "area": "Team" }, { "name": "opportunity_stage", "display_name": "Opportunity Stage", "entity_type": "reference", "color_code": "#4E7C8C", "description": "Pipeline stages, in order, with the default win probability.", "attributes": [ { "name": "stage_code", "label": "Stage Code", "type": "STRING", "is_primary_key": true, "required": true, "example": "PROPOSAL" }, { "name": "stage_name", "label": "Stage Name", "type": "STRING", "is_label": true, "required": true, "example": "Proposal" }, { "name": "probability", "label": "Probability", "type": "INT", "required": true, "description": "Default win probability in percent.", "example": "50" } ], "struct_types": [], "reference_values": [ { "stage_code": "PROSPECT", "stage_name": "Prospecting", "probability": "10" }, { "stage_code": "QUALIFY", "stage_name": "Qualification", "probability": "20" }, { "stage_code": "PROPOSAL", "stage_name": "Proposal", "probability": "50" }, { "stage_code": "NEGOTIATE", "stage_name": "Negotiation", "probability": "75" }, { "stage_code": "WON", "stage_name": "Closed won", "probability": "100" }, { "stage_code": "LOST", "stage_name": "Closed lost", "probability": "0" } ], "reference_values_source": "Example values" }, { "name": "lead_source", "display_name": "Lead Source", "entity_type": "reference", "color_code": "#4E7C8C", "description": "Where a lead came from.", "attributes": [ { "name": "source_code", "label": "Source Code", "type": "STRING", "is_primary_key": true, "required": true, "example": "WEBINAR" }, { "name": "source_name", "label": "Source Name", "type": "STRING", "is_label": true, "required": true, "example": "Webinar" } ], "struct_types": [], "reference_values": [ { "source_code": "WEB", "source_name": "Website form" }, { "source_code": "WEBINAR", "source_name": "Webinar" }, { "source_code": "EVENT", "source_name": "Trade show or event" }, { "source_code": "REFERRAL", "source_name": "Referral" }, { "source_code": "OUTBOUND", "source_name": "Outbound prospecting" } ], "reference_values_source": "Example values" }, { "name": "activity_type", "display_name": "Activity Type", "entity_type": "reference", "color_code": "#4E7C8C", "description": "Kinds of sales activity.", "attributes": [ { "name": "type_code", "label": "Type Code", "type": "STRING", "is_primary_key": true, "required": true, "example": "CALL" }, { "name": "type_name", "label": "Type Name", "type": "STRING", "is_label": true, "required": true, "example": "Call" } ], "struct_types": [], "reference_values": [ { "type_code": "CALL", "type_name": "Call" }, { "type_code": "EMAIL", "type_name": "Email" }, { "type_code": "MEETING", "type_name": "Meeting" }, { "type_code": "TASK", "type_name": "Task" } ], "reference_values_source": "Example values" }, { "name": "industry", "display_name": "Industry", "entity_type": "reference", "color_code": "#4E7C8C", "description": "Industry classification for accounts.", "attributes": [ { "name": "industry_code", "label": "Industry Code", "type": "STRING", "is_primary_key": true, "required": true, "example": "MANUF" }, { "name": "industry_name", "label": "Industry Name", "type": "STRING", "is_label": true, "required": true, "example": "Manufacturing" } ], "struct_types": [], "reference_values": [ { "industry_code": "MANUF", "industry_name": "Manufacturing" }, { "industry_code": "FIN", "industry_name": "Financial services" }, { "industry_code": "HEALTH", "industry_name": "Healthcare" }, { "industry_code": "RETAIL", "industry_name": "Retail" }, { "industry_code": "TECH", "industry_name": "Technology" }, { "industry_code": "PUBLIC", "industry_name": "Public sector" } ], "reference_values_source": "Example values" }, { "name": "country", "display_name": "Country", "entity_type": "reference", "color_code": "#4E7C8C", "description": "Countries, identified by their ISO 3166-1 alpha-2 code.", "attributes": [ { "name": "country_code", "label": "Country Code", "type": "STRING", "is_primary_key": true, "required": true, "description": "ISO 3166-1 alpha-2 code.", "example": "US" }, { "name": "country_name", "label": "Country Name", "type": "STRING", "is_label": true, "required": true, "description": "English short name.", "example": "United States" } ], "struct_types": [], "reference_values": [ { "country_code": "US", "country_name": "United States" }, { "country_code": "CA", "country_name": "Canada" }, { "country_code": "GB", "country_name": "United Kingdom" }, { "country_code": "DE", "country_name": "Germany" }, { "country_code": "FR", "country_name": "France" }, { "country_code": "AU", "country_name": "Australia" } ], "reference_values_source": "ISO 3166-1 (excerpt)" } ], "relationships": [ { "name": "subsidiary_of", "source": "account", "target": "account", "cardinality": "N:1", "forward_label": "Subsidiary Of", "reverse_label": "Parent Of", "bidirectional": true, "description": "Corporate families: a subsidiary points at its parent account.", "attributes": [], "foreign_key": "parent_account_id" }, { "name": "account_owned_by", "source": "account", "target": "sales_user", "cardinality": "N:1", "forward_label": "Owned By", "reverse_label": "Owns Account", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "owner_user_id" }, { "name": "works_at", "source": "contact", "target": "account", "cardinality": "N:1", "forward_label": "Works At", "reverse_label": "Employs", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "account_id" }, { "name": "lead_owned_by", "source": "lead", "target": "sales_user", "cardinality": "N:1", "forward_label": "Owned By", "reverse_label": "Owns Lead", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "owner_user_id" }, { "name": "converted_to", "source": "lead", "target": "opportunity", "cardinality": "N:1", "forward_label": "Converted To", "reverse_label": "Converted From", "bidirectional": true, "description": "Set when a qualified lead is converted.", "attributes": [], "foreign_key": "converted_opportunity_id" }, { "name": "opportunity_for", "source": "opportunity", "target": "account", "cardinality": "N:1", "forward_label": "For", "reverse_label": "Has Opportunity", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "account_id" }, { "name": "primary_contact", "source": "opportunity", "target": "contact", "cardinality": "N:1", "forward_label": "Primary Contact", "reverse_label": "Primary Contact On", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "primary_contact_id" }, { "name": "opportunity_owned_by", "source": "opportunity", "target": "sales_user", "cardinality": "N:1", "forward_label": "Owned By", "reverse_label": "Owns Opportunity", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "owner_user_id" }, { "name": "line_on", "source": "opportunity_product", "target": "opportunity", "cardinality": "N:1", "forward_label": "Line On", "reverse_label": "Has Line", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "opportunity_id" }, { "name": "quotes", "source": "opportunity_product", "target": "product", "cardinality": "N:1", "forward_label": "Quotes", "reverse_label": "Quoted On", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "product_id" }, { "name": "logged_on_account", "source": "activity", "target": "account", "cardinality": "N:1", "forward_label": "Logged On", "reverse_label": "Has Activity", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "account_id" }, { "name": "with_contact", "source": "activity", "target": "contact", "cardinality": "N:1", "forward_label": "With", "reverse_label": "Involved In", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "contact_id" }, { "name": "about_opportunity", "source": "activity", "target": "opportunity", "cardinality": "N:1", "forward_label": "About", "reverse_label": "Has Activity", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "opportunity_id" }, { "name": "assigned_to", "source": "activity", "target": "sales_user", "cardinality": "N:1", "forward_label": "Assigned To", "reverse_label": "Assigned", "bidirectional": true, "description": "", "attributes": [], "foreign_key": "owner_user_id" } ], "hierarchies": [ { "name": "corporate_family", "display_name": "Corporate Family", "root": "account", "status": "approved", "max_depth": 6, "allow_multi_parent": false, "levels": [ { "level": 2, "branches": [ { "name": "Subsidiaries", "entity": "account", "relationship": "subsidiary_of", "direction": "forward", "parent_branch": "Root" } ] } ] } ], "areas": [], "notes": [] }