Go to CRM → Settings → Custom fields. Per lead type (cold, warm, scheduled call) or pipeline you can define your own fields. Types:
- Text (free-form)
- Number
- Dropdown (single-select from a predefined list)
- Multi-select
- Date
- Checkbox
- URL
Examples: "Budget", "Industry", "Previous tooling", "Decision period". Custom fields are searchable, filterable, exportable, AND usable as merge tags in templates.