Private equity CRM glossary
Answer in brief
This private equity CRM glossary defines the terms deal teams use when they set up and run a CRM: deal flow, proprietary deals, pipeline stages, warm introductions, relationship intelligence, letters of intent, data rooms and portfolio monitoring. Each entry gives a one-sentence definition, explains what the term means in daily work, and shows where it lives in a CRM as a field, stage or report.
How to use the private equity CRM glossary
Use the glossary as a shared vocabulary before you configure anything. Many CRM rollouts stall because the partners, the BD team and the associates mean different things by the same word. One person's "active deal" is another person's "company we had coffee with". Agreeing on definitions first makes the pipeline report trustworthy later.
- Start with the definition. Each term page opens with one plain sentence. Paste it into your CRM admin notes or your onboarding deck.
- Read the practice section. It explains how the term plays out in a real process, including where teams disagree.
- Check the CRM section. It lists the fields, stages and reports the term usually maps to, so you can test a product against it.
- Follow the related terms. Terms link to each other and to the longer guides, such as deal flow software and relationship intelligence.
For general securities and investing terms beyond CRM work, the SEC's investor glossary is the official reference. This glossary stays narrow on purpose: it covers the words that decide how your CRM is structured.
How terms map to CRM fields and pipeline stages
Every term in this glossary ends up as something concrete in the system. If a term has no home in the data model, reports that depend on it will be guesswork.
| Term | Typical CRM home | Report it feeds |
|---|---|---|
| Deal flow | Deal records with source and date received | Volume by source and month |
| Proprietary deal | Source type field (proprietary, intermediated, auction) | Share of pipeline outside auctions |
| Pipeline stage | Stage picklist with entry dates | Conversion and time in stage |
| Warm introduction | Introducer field linked to a contact | Introductions by relationship |
| Relationship intelligence | Interaction history on contacts and companies | Who knows whom, last contact |
| Letter of intent | LOI stage, LOI date, exclusivity end date | Deals under exclusivity |
| Data room | Diligence stage, access date, link field | Deals in diligence |
| Portfolio monitoring | Portfolio company records after close | Holdings watch list |
Use the table as a checklist when you review a product. Ask the vendor to show each field and report on a sample deal, not on a slide. For the stage design itself, see the pipeline management guide.
Terms
- Deal flow
- Deal flow is the stream of investment opportunities a private equity firm sees, from first contact through screening, diligence and a decision to invest or pass.
- Proprietary deal
- A proprietary deal is an investment opportunity a firm pursues directly with a company or owner, outside a broad auction run by an intermediary.
- Pipeline stage
- A pipeline stage is a named step in a firm's deal process, such as screening, diligence or LOI, with clear entry criteria so every deal sits in exactly one.
- Warm introduction
- A warm introduction is a connection to a founder, owner or executive made by someone both sides know and trust, rather than a cold email or call.
- Relationship intelligence
- Relationship intelligence is the practice of using a firm's email, calendar and contact data to show who knows whom, how recently they spoke and how to reach a target.
- Letter of intent
- A letter of intent is a document in which a buyer sets out proposed price, structure and key conditions for a deal, usually non-binding except for exclusivity and confidentiality.
- Data room
- A data room is a secure online repository where a seller shares confidential company documents with prospective buyers and their advisers during due diligence.
- Portfolio monitoring
- Portfolio monitoring is the ongoing tracking of a fund's portfolio companies after investment, covering financial performance, operating metrics, risks and relevant external events.
Questions & answers
Who is this glossary for?
It is for partners, COOs, heads of business development and associates at private equity firms who are choosing, configuring or cleaning up a CRM and need everyone to use the same words.
Why define terms before choosing a CRM?
Definitions decide the data model. If the team agrees what counts as a proprietary deal or a pipeline stage, you can test whether a product supports that structure instead of adapting your process to a demo.
Are these legal or accounting definitions?
No. They are working definitions for CRM and deal process use. For legal documents such as a letter of intent, check the specific terms with your counsel.
Sources for this entry
- SEC investor glossary (Investor.gov)Official reference for general securities and investing terms outside this glossary.
- Schema.org DefinedTermStructured data vocabulary used to mark up each term and its definition.
Continue this reading path
- Deal flow (definition)Deal flow is the stream of opportunities a private equity firm sees, from first contact to a decision. What it means and how a CRM should record it.
- Pipeline stageA pipeline stage is a named step in the deal process with clear entry criteria. Sample private equity stages, CRM fields and the reports they feed.
- Relationship intelligence (definition)Relationship intelligence uses email, calendar and contact data to show who knows whom and how to reach a target. Definition, CRM fields and pitfalls.
- Pipeline management CRMA pipeline management CRM tracks each deal from sourced to closed with clear entry and exit criteria per stage, so reviews and reports stay accurate.
- TopicsPrivate equity CRM topics in four hubs: choosing a CRM, deal flow and pipeline, relationships and coverage, and CRM operations, with a reading order.
Cite this entry
Private Equity CRM. “Private equity CRM glossary.” Canteris Reference, published by Canteris. Updated . https://privateequitycrm.com/glossary/