Key CRM Terminologies

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Understanding the key terms used in Zoho CRM makes it easier to manage customer relationships and train your team. This glossary explains the terms you will see throughout Zoho CRM, in plain language for UK small businesses.

Core CRM components

Lead

A Lead is a potential customer, an individual or business that has shown interest but has not yet been qualified. Leads often come from marketing campaigns, website forms or events. Once qualified, a Lead is converted into an Account, a Contact and usually a Deal.

Account

An Account represents a business or organisation you deal with. In B2B scenarios it groups all related Contacts, Deals and interactions under one company name. Multiple Contacts can belong to one Account.

Contact

Contacts are the individuals within a company you communicate with, such as decision makers or specialists. They are usually created by converting a Lead or by importing records directly.

Deal

A Deal (also called an Opportunity) represents a potential sale. Deals move through sales stages such as Prospecting, Negotiation and Closing.

Sales and marketing features

Sales forecasts

Forecasts predict future revenue based on current Deals and targets, helping you spot shortfalls before the end of a quarter.

Campaign

A Campaign is a marketing initiative, such as an email send, event or advertisement. It lets you track cost, return on investment and which Contacts engaged with it.

Product and vendor management

Price Book

Price Books let you set different pricing for products based on customer type or agreement, including unit prices, list prices and discount ranges.

Vendor

A Vendor is a supplier you buy products or services from. Zoho CRM tracks vendor details to make procurement easier to manage.

Sales documents

Zoho CRM supports a chain of sales documents: a Quote is a formal offer of prices, products and terms, which can be converted into a Sales Order once the customer accepts. A Purchase Order is a formal request sent to a vendor for goods or services, and an Invoice is the bill issued to the customer once a product or service has been delivered.

Zoho CRM data structures

Module

A Module is a category of information, such as Leads, Contacts or Deals, that groups similar data and functionality together. Zoho CRM includes default modules and lets you create custom modules for your own processes.

Record

A Record is an individual entry within a module. For example, each lead in the Leads module is a separate record.

Navigating the Zoho CRM interface

Home tab

The Home tab is your dashboard, showing key data across modules such as upcoming tasks, revenue targets or lead status. You can customise it to show what matters most to you.

Module view

This is where you view the list of records inside a module. Most modules support:

List View: a simple table layout.
Kanban View: a visual layout organised by sales stage.
Canvas View: a fully customised card layout.

Module views include mass actions, filters and other tools for working with several records at once.

Record view

Clicking a record opens the Record View, where you can see detailed information, the activity timeline, related activities such as emails and tasks, and quick actions like edit, convert or send email.

Setup page

You configure Zoho CRM from the Setup page, opened using the gear icon in the top right corner. Setup includes general settings, users and permissions, customisation, automation, marketplace integrations and developer tools. Start with general settings to enter your company and user details.

Tips for small business CRM users

Use Leads to filter out unqualified contacts before they enter your pipeline.
Link every Contact to an Account for clearer reporting.
Use Price Books if you offer tiered pricing or discounts.
Check Forecasts regularly to avoid end of quarter surprises.
Automate follow up emails for Campaigns to save time.

Frequently asked questions

What is the difference between a Lead and a Deal in Zoho CRM?

A Lead is an unqualified prospect. Once qualified, it converts into an Account, Contact and a Deal, which represents an active sales opportunity.

Where do I configure Zoho CRM?

Use the Setup page, opened from the gear icon in the top right corner, which holds general settings, users and permissions, customisation, automation and integrations.

Can I change how records are displayed in a module?

Yes. Most modules support List View, Kanban View and Canvas View, so you can choose a table, sales stage board or customised card layout.

Need help?

Need help understanding Zoho CRM terminology or setting it up for your team? Contact support@thoughtlogik.com or see our Zoho implementation services.

Key CRM Terminologies

Core CRM components