> For the complete documentation index, see [llms.txt](https://docs.sprinthub.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.sprinthub.com/en/topics/general/crm/crm-tutorial-videos/crm-updating-lead-custom-fields-with-the-loss-reason-token.md).

# CRM - Updating Lead Custom Fields with the Loss Reason Token

Automating updates in CRM systems is an essential practice for keeping records consistent and information organized. In this article, we present a step-by-step guide to implementing an automation that updates a custom field in a lead record using the "Loss Reason" token.

The goal is simple: whenever an opportunity is marked as "Lost", the system will automatically fill in the lead's custom field with the information corresponding to the loss reason. 

It is worth noting that the "Loss Reason" token is exclusive to CRM use, being triggered by an action directly related to the opportunity flow.

This integration ensures greater data accuracy, makes future analyses of loss reasons easier, and contributes to more effective sales and customer relationship strategies. Follow the step-by-step guide to implement this functionality.<br>

{% embed url="<https://youtu.be/M8tC5M60ys4>" %}


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