What is Custom Objects?
Custom Objects is User-defined data structures in your CRM that extend beyond the default contacts, companies, and deals.
Definition
Custom objects let you model data that doesn't fit standard CRM entities. Salesforce was built on this flexibility: you can create objects for anything (products, subscriptions, locations, partners, compliance records). HubSpot added custom objects in 2020 for Enterprise plans. Custom objects have their own fields, relationships, and automation triggers. They're the boundary line between a CRM that adapts to your business and one that forces your business into a fixed template.
Why It Matters
Every B2B company has data that doesn't fit neatly into contacts, companies, and deals. A SaaS company needs subscription objects. A channel-driven business needs partner objects. A multi-product company needs product-specific pipeline objects. Without custom objects, teams resort to cramming data into text fields, creating parallel spreadsheets, or building workarounds that break when the team scales. Custom object support (and its cost) should be a top-3 CRM evaluation criterion.
Example
A B2B software company with three products creates custom 'Subscription' objects in Salesforce linked to Accounts. Each subscription tracks product, tier, ARR, renewal date, and usage metrics. This lets them build renewal pipeline reports, trigger automated health checks 90 days before renewal, and calculate net revenue retention by product line.
Tools for Custom Objects
Find the Right Custom Objects Tool
Not sure which tool fits your needs? Check out our curated recommendations: