We design contact cards in Bitrix24 so that managers find the right person within seconds. Instead of chaos — a clean structure: every role and relationship with the company is calibrated. Deal speed and conversion grow directly from proper data organization. In one project, we cut time to find the decision-maker by 5x through position standardization and role introduction — saving 15,000 rubles per month on cold calls. We have been working with Bitrix24 for over 7 years and completed 50+ CRM optimization projects.
Consider the key elements of a contact card.
Contact's Place in CRM Architecture
A contact (table b_crm_contact) is the central link between people and business processes. One contact can be attached to multiple companies (many-to-many via b_crm_contact_company), be a participant in deals, a recipient of newsletters, a source of calls. The difference between a contact and a lead is fundamental: a lead is a one-time inquiry, a contact is a long-term profile. Card fields should reflect not a single transaction but personal data and roles. For a deep understanding of CRM principles, see the Wikipedia article on CRM.
Why Position Standardization Is Critical for Filtering?
Without standardization, the 'Position' field becomes garbage: "Head Physician", "head physician", "Head.Physician" — four variants of the same. Our client, a medical equipment distributor, faced exactly this: 4,200 contacts, but managers could not quickly find who in the hospital was responsible for ultrasound procurement. The solution: replace the string field with a custom list of fixed options. A custom list field reduces filtering time by 5x compared to a string field.
How to Design a Contact Card for B2B Segment?
For B2B, priority is professional data: company, position, role in the DMU (decision-making unit), next contact date. Personal data is minimal. For B2C — personal profile with purchase history and segments from RFM analysis. For professional services — fields: source, current projects, documents (NDA).
Key Contact Fields
| Field Type | Examples | Purpose |
|---|---|---|
| Identification | NAME, LAST_NAME, HONORIFIC | Basic identification |
| Contact | PHONE (work, mobile), EMAIL | Communication with client |
| Company relation | COMPANY, POST, ROLE (decision-maker, influencer) | Sales context |
| Custom | Specialization, source | Flexible filtering |
| 1C integration | 1C_ID, 1C_ACCOUNT | Link to accounting system |
Comparison of design approaches:
| Criterion | String field | Custom list |
|---|---|---|
| Uniformity | None | Full (all records uniform) |
| Filtering speed | 1x (baseline) | 5x faster |
| Data accuracy | Depends on operator | Controlled by admin |
How to Set Up Custom Fields for Roles: Step-by-Step
- Define the list of roles in your business (decision-maker, influencer, user, undefined).
- Create a list field via
crm.contact.userfield.addor through the CRM interface. Set type 'enumeration'. - Migrate old data via script: update each contact via
crm.contact.update, populating the new field. - Set the field as mandatory when moving a deal to the 'Quote Sent' stage (via Bitrix24 business processes).
Typical design mistakes
- Using a text field for position — leads to duplicates and chaos. - No link to company — loses deal context. - Not using required fields — managers skip filling critical data.What Turnkey Contact Card Design Includes
- Audit of current CRM structure and identifying bottlenecks.
- Designing fields, lists, and relationships between entities.
- Configuring access rights for each role (manager, director, marketer).
- Creating custom fields and migrating data from old fields.
- Team training and documentation.
- Warranty on work and post-launch support.
Case Study: Contact Card for a Medical Equipment Distributor
Our client, a distributor, had 4,200 contacts with chaotic positions. We standardized the POST field, added a decision-making role (list: Initiator, Influencer, Decision-maker, User) and specialization (list of medical specialties). We hid UTM fields from managers. The client noted: "After standardization, we started reaching the right decision-makers on the first call, saving 2 hours per day per manager." Cold calls without results dropped by 30%, as calls went to the right people.
Why Integrate 1C with Bitrix24 for Contact Cards?
Integrating 1C with Bitrix24 enriches contact cards with data from the accounting system: purchase history, accounts receivable, contract prices. This lets the manager see the full picture without switching systems. Setting up exchange via CommerceML or REST API is a typical stage of Bitrix24 development.
Timeline and Terms
Contact card design and setup: 2 to 4 business days. When working on contact, company, and deal cards simultaneously — 8–12 days including approvals. Cost is calculated individually for your project. Get a consultation on your project — it's free. Order an audit of your CRM — it's free.