Custom objects: how to model your business in your CRM (no code)

Standard CRM objects — accounts, contacts, deals — cover the basics, but every business has entities that don't fit: licenses, environments, assets, projects, shipments, properties. Custom objects let you model those natively.

What is a custom object?

A custom object is a tenant-defined record type with its own fields, records, list/board views and automation — created without code. It's the difference between a CRM and a platform.

When to reach for one

• You're tracking something in spreadsheets alongside the CRM.
• You need records that relate to deals but aren't deals.
• You want workflows to trigger on those records.

Designing them well

Keep field types strict (dates as dates, selects for enums), mark required and unique fields, and pick a clear display field so records are readable. In Samqor, custom objects also fire workflow triggers, so automation extends to your own data model from day one.