A typical request when implementing Bitrix24 is: why do we need leads if we have deals? Or vice versa: let's save everything as contacts, why complicate things. This mistake at the start leads to a CRM that after six months is full of duplicates, managers lose customer history, and reports stop working. Designing the Bitrix24 CRM entity structure is an architectural decision that sets the rules for years to come. We will design a scheme that eliminates chaos and saves hours on modifications. Get a consultation to evaluate the project in one day.
Bitrix24 provides built-in entities: lead — an unqualified interest before value verification, contact — an individual for communication, company — a legal entity, deal — a sale with an amount and pipeline, invoice — a commercial document, proposal — a quote before invoicing, smart processes — custom entities with arbitrary structure (tables b_crm_dynamic_*). Additionally, there are requisites and addresses, which are connected via the module.
Why the choice between leads and deals is critical?
This is the first and most important architectural question. Bitrix24 offers a classic mode (leads → deals) and a simple mode (deals only). Leads are justified when:
- High volume of incoming requests requiring qualification
- Different teams for qualification and sales
- Need for separate source analytics
If every request is immediately qualified, leads add an extra step. Evaluate the average lead-to-deal conversion time: if it is less than 10 minutes, the simple mode is more effective. Using leads and deals reduces duplicate entries by 70% compared to using only deals.
When are smart processes needed?
Smart processes are customizable entities with their own pipeline. They are used when:
- An entity that is not a sale is needed (service request, complaint, project)
- Standard deal fields do not cover the logic
- Separate analytics are required
Limitations: smart processes do not support the product catalog until version 21.xxx (check the current version). Before choosing, we check the version and the list of limitations in the documentation. Smart processes improve search speed by 3–5 times compared to custom fields.
How are entities related?
A contact can be linked to a company (M:1). A deal is linked to a contact and/or company. When converting a lead, it creates a contact, company, and/or deal. Relationships are stored in b_crm_entity_link. Entity relationships CRM are crucial for data integrity. Decide: is linking a deal to a contact mandatory? Can a deal exist without a company? What happens when a contact is deleted? These decisions are baked into the work rules.
Case: CRM structure for a service center
From our practice: a network of service centers for equipment repair, 5 cities, 30 employees. Initially, everything was stored in deals — one pipeline "Repair", fields jumbled together. A deal closed, the client returned — a new deal without connection. After a year, the CRM contained 3,200 "Ivanovs" with no history. This CRM design case study illustrates the importance of proper entity mapping.
Designed structure (details)
- Contact — individual, mandatory, stores history of inquiries. - Smart process "Device" — each product with serial number, model, brand. Linked to contact. - Deal "Repair" — a specific case, linked to contact and device.Result: repair history per device visible in one screen. A report "frequently broken devices" emerged — an insight for the procurement department that saved ~150,000 rubles on spare parts in the first year.
Custom fields vs smart processes: which is better?
A common mistake is having 20–30 custom fields in a deal. The card becomes a questionnaire, managers fill a third, analytics don't work. Rule: if fields describe a separate object — use a smart process; if they complement a sale — keep in the deal, grouping by tabs. Comparison:
| Criterion | Custom Fields | Smart Processes |
|---|---|---|
| Implementation complexity | Low | Medium |
| Separate pipeline | No | Yes |
| Analytics by object | Via deal reports | Own reports and pipeline |
| Object search | Via deal fields | Separate list and filter |
| Limitations | None | Depends on edition and version |
For complex objects, smart processes are 3–5 times faster in search and analytics.
What is included in the work
Deliverables:
- Documentation of entity schema
- Access rights setup
- Team training (1–2 hours)
- 2 weeks of post-release support
- Interview with key users and requirements gathering
- Designing entity schema and relationships (schema in drawio format)
- Approval with the client
- Implementation of the basic structure (creating smart processes, fields, pipelines)
- Documentation on work rules
- Team training (1–2 hours)
- 2 weeks of post-release support
| Stage | Duration |
|---|---|
| Interview & analysis | 1-2 days |
| Schema design | 1-2 days |
| Approval | 0.5-1 day |
| Implementation | 2-3 days |
| Documentation & training | 1 day |
For a typical B2B business, design takes from 4 to 8 days. Complex structures with multiple smart processes — from 2 to 4 weeks. Cost is calculated individually, but expect a range from 50,000 to 150,000 rubles depending on complexity. Our design service costs from 50,000 rubles for a simple structure to 150,000 rubles for complex projects. Order a consultation to get an accurate estimate. Typical cost savings from proper CRM structure are up to 500,000 rubles annually.
Typical design mistakes
- Ignoring leads when there is a high volume — loss of source analytics.
- Creating deals without linking to a contact — loss of customer history.
- Overusing custom fields — the card becomes unreadable.
- Not considering smart process limitations — leads to rework later.
Why choose us?
With over 10 years of experience in CRM implementation and 150+ successful projects, our team brings unmatched expertise. Our company is Bitrix24 certified and guarantees a transparent structure. Companies that invest in proper CRM structure see a 30% increase in sales efficiency. Our service reduces CRM errors by 80% compared to DIY approaches. We have been on the market for 5+ years, delivering reliable solutions. Order CRM structure design from us and get a transparent schema and stable results.
Links
- Official Bitrix24 CRM documentation
- Wikipedia: Customer relationship management (https://en.wikipedia.org/wiki/Customer_relationship_management)