What Is a CRM Object?
A CRM object is a type of record a CRM stores — such as contacts, companies, deals or tickets. Each object holds records of that type, has its own properties (fields), and can be associated with other objects to model how your business actually works.
Key takeaways
- Objects are the record types in a CRM (contacts, companies, deals, tickets).
- Each object has its own properties and can associate with other objects.
- Custom objects let you model records unique to your business.
Standard CRM objects
- Contacts — individual people
- Companies — organizations
- Deals — revenue opportunities
- Tickets — support requests
Custom objects
When the standard objects don't fit — say you need to track subscriptions, properties or shipments — custom objects let you define your own record type with its own properties and associations, so the CRM mirrors your real business model.
Frequently asked questions
What are the standard CRM objects?
In HubSpot the core objects are contacts, companies, deals and tickets, plus activities and — on higher tiers — custom objects.
What is a custom object?
A record type you define yourself for data unique to your business, with its own properties and associations.
What's the difference between an object and a record?
An object is the type (e.g. “Deal”); a record is a single instance of it (e.g. the “Acme — 50 seats” deal).
Related service: Model your objects in HubSpot