Custom objects

Standard CRMs come with a few record types: contacts, companies and deals. Custom objects let you add types that match your business. A recruitment agency might create 'Candidates' and 'Vacancies', a software company might create 'Subscriptions', and a property firm might create 'Listings'. Each new type has its own fields and can be linked to the standard records, so a listing can be tied to an owner and a viewing.

Forcing unusual data into a deal or a contact leads to messy records and workarounds. When the CRM mirrors how the business really works, reports are cleaner and automations are simpler. You need custom objects if your core activity is not simply selling a product to a company, or if you need to track many items per customer. If a few extra fields on a deal cover your needs, this is more flexibility than you require. Tools such as Attio, HubSpot and Salesforce offer it.

• Can you create objects yourself, or does it require a developer or a higher plan?
• Can custom objects be linked to contacts, companies and deals, and to each other?
• Do they work with reports, automations and imports in the same way as standard records?
• How many custom objects does your plan allow?