CRM field governance basics for a cleaner GTM system
Decide which fields belong in the CRM and how they should be maintained.
Understand the decision
For each field, state the decision, workflow, or reporting need it supports. Name its owner, allowed values, source, update event, and users. Do not collect information simply because it might be useful someday.
Put the practice to work
Publish plain definitions and test changes against integrations, automation, reports, permissions, and history. Use an approval path for additions, and do not overload an existing field with a conflicting meaning.
Review and improve
Audit accuracy, timing, and use, not only completeness. Retire fields by tracing dependencies, preserving required history, communicating the change, and checking downstream workflows.