You can build a simple CRM in Google Sheets with one tab for contacts and deals, a drop-down for status, a date column for follow-ups and a few formulas for a summary. For a freelancer or small team handling dozens of relationships, that is often all you need, and you can move to dedicated software later if you outgrow it.
A CRM, or customer relationship manager, is just a place to remember who you have spoken to, what happens next and when. The tool matters less than the habit of using it.
Plan your simple CRM in Google Sheets
Resist the urge to track everything. Each extra column is something you must keep up to date, and columns that go stale make the whole sheet untrustworthy. Start with these.
| Column | Purpose |
|---|---|
| Company | Business name |
| Contact name | The person you deal with |
| Role | Their job title |
| Email or phone | A business contact route |
| Source | Where the lead came from |
| Status | Where they are in your process |
| Value | Estimated worth of the deal |
| Last contact | Date you last spoke |
| Next step | The action you will take |
| Follow-up date | When you will do it |
| Notes | Short context |
Put these in row one, freeze that row using the View menu, and format it in bold so the headers stay visible as the list grows.
Keep personal data minimal
A CRM holds information about real people, so treat it with care. Record only what you need to do business, rely on details people or companies have published or given you, and avoid sensitive personal notes. If you do business in places with privacy laws such as the GDPR, people may have rights to see or delete what you hold, so keep the sheet tidy and be ready to remove a row on request. Limit sharing to the people who need access. Our guide to B2B lead research covers sourcing contacts responsibly.
Add drop-downs for consistency
Free typing leads to messy data, such as Won, won and Closed Won in the same column. A drop-down list prevents that.
- Select the whole Status column below the header.
- Open the Data menu and choose Data validation.
- Add a rule of type Drop-down and enter your options.
- Choose whether to reject other input, then save.
Keep the list short. A workable set is New, Contacted, In conversation, Proposal sent, Won and Lost. You can add colors to each option so the status is visible at a glance.
Use the same trick for sources
Do the same for the Source column with options such as Referral, Website, Event and Outreach. Later, you can count which source brings the best results, which is only possible if the labels are consistent.
Make follow-ups impossible to miss
The main value of a CRM is not forgetting to follow up. Use conditional formatting to highlight rows that need attention.
- Select the Follow-up date column.
- Open Format, then Conditional formatting.
- Choose a rule such as Date is before today, and set a red fill.
- Add a second rule for Date is today with an amber fill.
Now open the sheet each morning and deal with anything red or amber first. You can also sort by follow-up date using a filter, so that the nearest tasks sit at the top. If you want to see how formulas like these fit together, our Google Sheets formulas for beginners is a helpful companion.
Build a small summary tab
A second tab can show your pipeline at a glance. Name it Summary and use counting formulas that point to the contacts tab. For example, a COUNTIF formula can count the rows with a given status, and a SUMIF can add up the value of deals in that status.
- Count by status: use COUNTIF on the Status column for each stage.
- Value by status: use SUMIF to total the Value column per stage.
- Overdue follow-ups: use COUNTIF on the follow-up column with a condition comparing it to today’s date.
- Win rate: divide the count of Won by the total of Won and Lost.
List your statuses down one column, put the formulas next to them and you have a tidy dashboard. A simple chart of deals by status can turn the numbers into a picture you will actually look at.
Habits that keep it alive
A CRM is only useful if it is current. Build two small routines.
- After every conversation, update the last contact, next step and follow-up date. It takes under a minute.
- Once a week, scan the list, mark dead leads as Lost and clear out anything old. Pairing this with a weekly review works well.
If a column is never filled in, delete it. A lean sheet that you update beats an elaborate one that you avoid.
Know when to move on
Sheets works well until you need things like automatic email logging, many users editing the same records, or detailed permissions. If you find yourself fighting the sheet every day, that is the moment to look at a dedicated tool. Until then, a simple structure is easier to understand, free to change and entirely yours.
Where to start
Open a new sheet, paste in the columns above, add the Status drop-down and a conditional format on the follow-up date, then enter your ten most important contacts. Use it for two weeks before adding anything. More practical guides are in our business section.
Frequently asked questions
Can Google Sheets really work as a CRM?
Yes, for a small number of contacts and a simple sales process. It stops being practical when many people edit it at once or when you need automation.
How many columns should my CRM have?
Start with about ten and remove any you do not use. Fewer columns are easier to keep up to date.
How do I get reminders for follow-ups?
Use conditional formatting to color overdue and due-today dates, and check the sheet each morning. You can also add calendar events for key follow-ups.
Is it safe to store customer details in a spreadsheet?
It can be if you store only what you need, restrict who can open it and delete data on request. Avoid sensitive personal information.
