Configuring objects
Configure CRM objects so records, fields, relationships, and workflow context match the way the business operates.
Inspect the customer memory that work depends on: record identity, relationships, activity, ownership, and recent context.
What an object is
An object is a family of CRM records. People, Companies, Deals, and Tickets are the standard objects visible in the product.
Object configuration controls the fields, record types, relationships, and structure that Max and Studio workflows can read or update.
Two ways to open object configuration
From Work / Records, use the gear next to the Records area when you are already operating in CRM and need to adjust the object behind the records you are viewing.
From your user menu or Settings, open Data Model, then Objects. This is the full admin path for reviewing standard objects, record types, field counts, record counts, and Create object.
What you can change
Fields define the information each record stores, such as owner, status, source, amount, due date, role, priority, or customer segment.
Record types let one object support different processes. A Companies object can keep its standard record type while adding a partner, vendor, or enterprise-account variant when the process needs different fields.
Relationships decide how records connect: a person belongs to a company, a deal connects to people and companies, and a ticket connects to the customer context that support needs.
Before editing the data model
Check which workflows, views, Max tasks, playbooks, reports, and teammates rely on the object or field. Changing a field name can break lookup, routing, or update steps.
Add a field only when someone will use it to decide, route, report, or automate. Extra fields make CRM harder to trust.
Workflow-safe object design
Before a workflow creates or updates a record, verify the exact object, record type, required fields, relationship fields, and allowed status or stage values.
If the workflow depends on an external payload, map the payload to CRM fields explicitly. Missing owner, company, deal, ticket, or status should route to review instead of creating messy records.
FAQs
Where do I configure objects?
Use the Records gear from the CRM operating view, or open Settings, then Data Model, then Objects for the full admin view.
What should I check before adding a field?
Confirm who uses the field, whether a workflow reads or writes it, whether it needs controlled options, and whether it belongs in CRM rather than a Studio Table.
How do CRM records improve AI workflows?
CRM records give Max and Studio shared customer memory: identity, relationships, deals, tickets, activity, and context that workflows can retrieve, summarize, update, or route around.
When should I create a relationship between records?
Create relationships when context should travel together: a person belongs to a company, a deal depends on contacts, a ticket affects customer health, or a workflow needs related records.
What should I check before changing the data model?
Check which workflows, summaries, views, and teammates rely on the field or relationship. Schema changes should preserve operational context and avoid breaking automation.
How should teams handle duplicate or incomplete records?
Prioritize records that affect active work. Merge or clean duplicates when they confuse ownership, customer context, workflow routing, or AI-generated summaries.
What makes CRM context trustworthy?
Trust comes from clear ownership, current activity, useful relationships, well-defined fields, and visible history. AI suggestions should point back to this structured context.