HubSpot Data Model

HubSpot's data model is built on four standard objects (Contacts, Companies, Deals, Tickets) and their associations. Every B2B SaaS CRM build starts here. Get the object structure and associations right and everything downstream (routing, reporting, automation, scoring) works. Get them wrong and you'll spend the next two years working around a broken foundation.

The principle: model HubSpot to match how your business actually works, not how HubSpot's defaults suggest it should. The defaults assume a simple sales motion. B2B SaaS deals have buying committees, multi-product lines, and complex account hierarchies.

The 4 Standard Objects

Contacts

A contact is a person. One record per human. Contacts are the atomic unit of HubSpot.