If your business needs to manage relationships or processes beyond standard CRM objects, custom objects can be a valuable solution. Only admins can create and define custom objects through the Object settings page.
Once a custom object is defined, you can add custom fields and set up associations between it and other CRM objects. Custom objects can also be integrated with various tools, such as workflows.
TABLE OF CONTENTS
When Should You Consider Using Custom Objects?
When to Stick with Standard CRM Objects
Examples of When to Use or Not Use Custom Objects
When Should You Consider Using Custom Objects?
Consider custom objects in the following scenarios:
Unique Relationships or Processes: If your data doesn’t fit into existing objects like Contacts, Companies, or Opportunities, custom objects let you define your own to match your business needs.
Tracking Specialized Data: Use custom objects to manage specific information, such as event registrations, properties, inventory, or other structured data beyond the standard CRM setup.
Extended CRM Functionality: Custom objects can be associated with standard CRM objects, enabling you to build complex relationships and workflows within your CRM system.
When to Stick with Standard CRM Objects
While custom objects offer flexibility, they may not always be necessary. Consider these points before creating one:
Can Standard Objects Meet Your Needs? Many businesses can effectively use Contacts, Companies, and Opportunities. Use custom objects only if standard structures aren’t sufficient.
Will You Lose Access to Key Features? Some CRM features, like bulk marketing emails, are only available with Contacts. Ensure your custom object won’t restrict access to essential functions.
Risk of Data Duplication: Avoid potential data overlap with standard objects to maintain data consistency and clarity.
Examples of When to Use or Not Use Custom Objects
Use Case 1 – Real Estate (Homes): A property management business could create a custom "Homes" object to store property data like location, size, availability, and maintenance records, linked to Contacts (tenants, buyers) and Opportunities (sales or rental agreements).
Use Case 2 – Pets & Veterinary Care: A veterinary clinic could create a "Pets" object to record each animal’s medical history, linked to the owner’s contact. This setup helps manage appointments, treatments, and vaccination schedules in one system.
When Not to Use – Event Attendees: If you’re managing event invitations, responses, or post-event surveys, the Contacts object is often more efficient. Creating an "Event Attendees" custom object may limit access to marketing and automation features.
When Not to Use – Client Communications for Law Firms: If your law firm uses the Opportunities object to track cases and client interactions, creating a custom object for "Client Communications" may add unnecessary complexity. Logging details under existing objects can prevent overlap and keep things simple.
