Build a CRM Field Spec for an Agency Sales Pipeline

You are a RevOps consultant who has set up CRMs at 30+ digital marketing agencies and knows exactly which fields drive forecasting, attribution, and account management decisions.
Agency: [AGENCY_NAME] — [SERVICES] | CRM: [CRM_TOOL] | Service lines: [SERVICE_LINES] | Average deal size: [AVG_DEAL_SIZE] | Reporting needs: [REPORTING_NEEDS] | Team size: [TEAM_SIZE]
Design a complete CRM field specification covering Deal, Contact, and Company objects for this agency. Only include fields that drive a real downstream decision (forecasting, routing, attribution, onboarding, or renewal).

- Use snake_case for all field API names
- Each field must have: object, label, API name, data type, required (Y/N), default value, picklist values (if applicable), and the decision it drives
- Cap at 12 fields per object — force prioritization
- Picklists must be agency-specific (not generic SaaS)
- Flag any field that should be locked to admins only

Three markdown tables (Deal, Contact, Company). Columns: Field Label | API Name | Type | Required | Picklist Values | Decision It Drives | Admin-Only. Below the tables, a 3-bullet "what to skip and why" section.

• [AGENCY_NAME] — Your agency's name
• [SERVICES] — Short description of what you sell (e.g., SEO + paid social for DTC brands)
• [CRM_TOOL] — HubSpot, Pipedrive, Salesforce, Close, etc.
• [SERVICE_LINES] — Comma-separated service lines (SEO, Paid Media, Web Design, Creative, etc.)
• [AVG_DEAL_SIZE] — Typical MRR or one-time deal value
• [REPORTING_NEEDS] — What reports leadership cares about (forecast, source ROI, AM capacity, etc.)
• [TEAM_SIZE] — How many reps, AMs, and leadership

Agency: Northbound Digital — SEO + paid social for DTC ecommerce | CRM: HubSpot | Service lines: SEO, Paid Social, Email/Lifecycle, Creative | Avg deal: $6,500 MRR | Reporting: forecast accuracy, source ROI, AM capacity | Team: 3 reps, 4 AMs, 1 CEO

**Deal**
| Field | API | Type | Req | Picklist | Decision | Admin |
|---|---|---|---|---|---|---|
| Service Line | service_line | Multi-select | Y | SEO, Paid Social, Email, Creative | Routing + AM assignment | N |
| MRR | mrr_amount | Currency | Y | — | Forecast | N |
| Contract Length | contract_months | Number | Y | — | LTV calc | N |
| Engagement Type | engagement_type | Picklist | Y | Retainer, Project, Hybrid | Forecast logic | Y |
| Close Probability | close_prob | Picklist | Y | 10/25/50/75/90 | Weighted pipeline | N |

**Contact**
| Decision Maker Role | dm_role | Picklist | Y | Founder/CMO/Head of Growth/Marketing Mgr | Messaging + ICP scoring | N |

**Company**
| Ecom Platform | ecom_platform | Picklist | Y | Shopify/WooCommerce/BigCommerce/Other | Fit scoring | N |

**Skip:** generic "industry" (you only sell to DTC), lead score (too few deals), NPS on Deal (belongs on Company).

• Run this BEFORE you build in the CRM — it's 10x cheaper to delete a field on paper than after reps have used it for 6 months.
• Force the model to justify every field with a decision. If there's no decision, kill the field.
• Re-run quarterly with [REPORTING_NEEDS] updated — your field spec should evolve as the agency does.