Custom objects are one of Salesforce’s most powerful features - and one of the easiest to misuse. Create too many and your org becomes a tangled web of relationships that nobody understands. Create too few and you end up cramming data into standard objects where it doesn’t belong. This guide gives you a practical framework for making the right call.

The Decision Framework

Before creating a custom object, answer these four questions:

  1. Does this data have a one-to-many relationship with an existing object? If a single Account needs multiple related records of this type (e.g., multiple Subscriptions), a custom object is appropriate. If it’s always one-to-one, custom fields on the existing object are simpler.

  2. Does this data have its own lifecycle? If the records go through their own stages, have their own status tracking, or need independent reporting, they deserve their own object.

  3. Would adding this as fields create excessive clutter? If you’re adding 15+ fields to an Account or Opportunity for a single use case, that’s a signal to break it out into its own object.

  4. Will multiple teams need to interact with this data independently? If CS needs to manage renewals separately from sales managing new opportunities, a custom Renewal object makes more sense than overloading the Opportunity object.

Quick Decision Matrix

Scenario Use Custom Fields Use Custom Object
Tracking a single data point per record Yes No
Multiple records of the same type per parent No Yes
Data has its own status or lifecycle No Yes
Only 3–5 fields needed Yes No
Cross-object reporting is critical No Yes
Data needs its own page layout and views No Yes

Common RevOps Custom Objects

These are the custom objects that most mature RevOps teams build:

1. Subscription / ARR Tracker

  • Related to: Account (Master-Detail)
  • Purpose: Track active subscriptions, renewal dates, and ARR independently from opportunities
  • Key fields: Start Date, End Date, MRR, ARR, Status, Product Line

2. Handoff Record

  • Related to: Opportunity (Lookup)
  • Purpose: Document the sales-to-CS handoff with structured fields instead of free-text notes
  • Key fields: Handoff Date, Use Cases, Success Criteria, Key Stakeholders, Technical Requirements

3. Competitive Intelligence

  • Related to: Opportunity (Lookup), Account (Lookup)
  • Purpose: Track competitors encountered in deals for win/loss analysis
  • Key fields: Competitor Name, Strengths, Weaknesses, Outcome, Pricing Intel

4. Territory Assignment History

  • Related to: Account (Lookup), User (Lookup)
  • Purpose: Maintain a history of territory changes for comp dispute resolution
  • Key fields: Assigned Rep, Start Date, End Date, Reason for Change

Pro tip: Before building a custom object, check the AppExchange. Managed packages for common use cases (like renewals or project management) can save hundreds of hours - just evaluate whether the package’s data model fits your needs.

Naming Conventions

Consistency prevents confusion. Follow these rules:

  • Object API name: Use PascalCase with a descriptive noun: Subscription__c, Handoff_Record__c
  • Field API names: Use the object prefix: Subscription_Start_Date__c, Subscription_ARR__c
  • Avoid abbreviations: Territory_Assignment__c, not Terr_Assign__c
  • Use singular nouns for object names: Subscription__c, not Subscriptions__c
  • Document the purpose in the object’s Description field - future admins will thank you

Relationship Types

Choose the right relationship type based on data dependency:

Relationship Use When Behavior on Delete Sharing
Master-Detail Child cannot exist without parent Child is deleted Inherits parent sharing
Lookup Records are related but independent Child is preserved Independent sharing rules
External Lookup Connecting to external system IDs N/A N/A
Hierarchical Self-referencing (Account hierarchy) No cascade Follows hierarchy

Default to Lookup unless you specifically need cascade delete or inherited sharing. Master-Detail relationships are harder to change later and limit your flexibility on sharing rules.

Avoiding Custom Object Sprawl

Every custom object adds complexity. Manage it with these practices:

  • Maintain an object inventory - A shared spreadsheet listing every custom object, its owner, purpose, and record count
  • Quarterly usage review - Objects with fewer than 50 records after 6 months should be evaluated for deprecation
  • Require approval - Custom object creation should go through your CRM governance process with RevOps sign-off
  • Retire gracefully - When deprecating an object, export the data, archive it, and remove the object in a sandbox first

Key Takeaways

  • Use custom objects when data has a one-to-many relationship, its own lifecycle, or needs independent reporting
  • Default to custom fields for simple, single-value data points - avoid over-engineering
  • Follow strict naming conventions and document every custom object’s purpose
  • Choose Lookup relationships by default; use Master-Detail only when cascade delete and inherited sharing are required
  • Maintain an object inventory and review usage quarterly to prevent sprawl