Spiro Data Model

Data Model: 

Spiro's out of the box data model may look familiar if you have used a CRM in the past:     

  Spiro Data Model

Entity Names and Descriptions


The entity in Spiro that houses data relating to companies that your organization wants to track. Child entities include Opportunities, Contacts, Activities, and Reminders. 


The entity in Spiro that stores information about the specific people you interact with. Contacts in Spiro are always associated with a Company.  


The entity in Spiro that helps keep track of potential sales. Information stored at the opportunity level should be specifically relevant to sales ( IE Amount, Stage, Close Date) rather than demographic information about (IE State, City, Industry).  Any kind of data that describes the company itself should remain on the Company table, while information that describes a potential sale should be on the Opportunity table.  


Activities in Spiro include emails, phone calls, notes, calendar events, and completed reminders. They can be associated with Companies, Contacts, and Opportunities. All activities appear in the "Timeline" section of a Company, Contact, or Opportunity. 


Reminders are just that - a reminder for yourself or someone in your organization that is related to either a Company, Contact, or Opportunity. Reminders are different from activities as they have a reminder date (when the reminder is triggered) as well as an open or closed status. 


Campaigns allow you to create customized lists within Spiro so you can target contacts for call or email campaigns. At this time you can only build campaigns for Contacts. 


Users store the data of all the people who are included in your purchased Spiro licenses.  

Custom Entities 

You can read more about custom entities here. They allow you to extend the out-of-the-box data model with either one-to-one or one-to-many relationships with the tables listed above.  

Why is there no leads entity?

A lot of CRMs out there store leads in a separate table - and you may notice its absence here. It's been our experience that having a separate table for leads when you can work with contacts and opportunities often causes confusion among users, not knowing where to enter data. In Spiro, it's best practice to either create a contact status field with a value of a lead, or an opportunity stage equal to lead (depending on your sales process).