Understanding Contacts

What is a Contact object?

The Contact object represents an individual person that your team interacts with throughout the customer lifecycle usually identified by an email address.

A contact can be a prospect, lead, customer, partner, or any other individual you want to track in Sparrow CRM. Each contact record stores information about the person, their interactions with your team, their relationship with your company, and any associated business activity.

Contacts serve as the foundation for relationship management in Sparrow CRM. Every email, call, meeting, task, and deal can be connected to a contact record, giving your team a complete view of every interaction in one place.

Use Contacts to:

• Maintain a centralized database of people your team engages with
• Track communication history across emails, calls, meetings, and notes
• Associate individuals with companies, deals, and other records
• Understand engagement levels and buying signals
• Access AI-generated insights and recommendations
• Organize and prioritize outreach activities

Contacts Object Page

The Contacts page allows you to view, organize, and manage all contact records in your workspace.

From this page, you can:

Search Contacts

Use the search bar to quickly find contacts by:

• Name
• Email address
• Phone number
• Company
• Other contact details

Use AI Search

AI Search allows you to find records using natural language.

Examples:

• "High potential leads not contacted in the last 10 days"
• "Contacts with upcoming meetings this week"
• "Decision makers from enterprise accounts"
• "Activity stalled for more than 10 days"

Apply AI Filters

AI Filters automatically segment contacts based on engagement, fit, and sales signals.

Examples include:

• High Fit
• Low Fit
• At Risk
• Cold Prospects
• High Engagement
• High Buying Intent

These filters help teams prioritize the right contacts and focus their outreach efforts.

Sort and Organize Records

Use sorting options to organize contacts by criteria such as:

• Name
• Owner
• Created date
• Last activity
• Lifecycle stage

Visualizing your data

Views can be displayed in two formats.

Table View displays contacts in a spreadsheet-style layout. Each row is a contact, and columns show fields like name, email, company, auto tags, fit score, and lifecycle stage. Table View is useful for scanning large lists, comparing records side by side, and working with data in bulk.

Kanban View groups contacts into columns by lifecycle stage, making it easier to visualize where each contact stands and move records through stages as relationships progress.

Create Views

Views allow you to save and reuse filtered lists of contacts for different workflows, such as tracking high-priority leads, monitoring uncontacted prospects, or focusing on a specific pipeline segment.

To create a view:

1. Click the view dropdown (e.g., "All Contacts") at the top left.
2. Click + New view.
3. Choose a creation method:
4. • ✨ Describe your view — describe what you need in plain language and AI builds the view for you (e.g., "Show me all contacts who haven't been contacted in 14 days")
   • + Create manually — open the Create View modal and configure it yourself
   • Suggested — pick from pre-built views based on common filters, such as "AI Tags includes New or Untouched" or "Contacts with High Fit score"
4. Enter a Title (e.g., "My Hot Leads" or "Uncontacted This Week").
5. Select the Default View Type — Table View or Kanban View.
6. Set Who can access this view — private, team, or everyone.
7. Click Create view.

Views are organized into two tabs: Mine for personal views and Shared for views visible to the team. Each tab has its own search bar, making it easy to find saved views as the list grows. Every object starts with a default view (e.g., "All Contacts").

Once a view is created, personalize it by adjusting sorts, filters, or visible columns. Click Save for me to keep changes to your version of the view, or Create as new view to share a filtered version with others.

Contact Fields

Contact records contain fields that store information about a person and their relationship with your business.

Sparrow CRM supports several categories of contact fields.

System Fields

System fields are created and managed by Sparrow CRM, These fields help identify, organize, and manage contacts across your workspace.

Examples include:

• Name
• Email
• Phone number
• Contact owner
• Lifecycle stage
• Associated company
• Created date
• Modified date

Enriched Fields

Enriched fields are automatically populated using external data sources.

Examples include:

• Job title
• Department
• Seniority level
• Location
• Social profiles
• Time zone
• Language

These fields help your team better understand contacts without requiring manual research.

AI-Enriched Fields

AI-enriched fields provide additional insights generated from your CRM activity and contact data.

Examples include:

• Fit score
• Engagement score
• Buying intent
• Risk factors
• Account health
• AI summary
• Recommended next actions

Learn more in Data Enrichment.

Behavioural Fields

Behavioural fields track interactions and engagement over time.

Examples include:

• Emails sent and received
• Calls attempted and connected
• Meetings attended
• Tasks completed
• Last activity date
• Response history

These fields help teams understand engagement trends and prioritize follow-up activities.

Calculated Fields

Calculated fields are automatically derived from related records and activities.

Examples include:

• Associated deals count
• Open deal value
• Total revenue
• Response rate
• Preferred communication channel
• Sequence status

These fields provide additional business context without requiring manual updates.

Custom Fields

In addition to standard fields, you can create custom fields to capture information specific to your team's processes and workflows.

Custom fields can be used across records, views, filters, automations, and reports.

Contacts are the foundation of relationship management in Sparrow CRM. They help you keep customer information organized, track interactions, and maintain a complete view of every relationship in one place.