Understanding Entities
Companies and organizations that contacts belong to
What It Is
An entity is a company, organisation or account record that contacts are linked to. It gives Zyntro the organisational half of a relationship, so SI is not reasoning about a person in isolation when that person represents a business.
Each entity has standard fields:
- Name — The company or organisation name
- Entity Type — What kind of organisation it is, from a list you configure: Company, Organization, Brokerage, Consultancy, Nonprofit, Partner and so on
- Website — The organisation's website
- Location — Physical location, with address autocomplete
- Status — Where the organisation stands, from a list you configure: Active, Inactive, Won, Lost, Awaiting Decision, Outbid
- Socials — Social profile links
- Tags — Free-form tags for filtering and segmentation
- Entity Score — A number you can set on the organisation through an import or the API. Zyntro does not calculate it, and nothing in the interface changes it — unlike contact engagement scores, which Zyntro works out for you. It is shown on the entity's own page.
Plus unlimited custom fields of its own, separate from contact custom fields.
The relationship is one-to-many: an entity can have many contacts, and a contact belongs to at most one entity — or to none. Entities and contacts both belong to your organisation rather than to a single brand, so if you run several brands they share one set of entities and contacts.
Why It Matters
When you sell to a business you are rarely selling to one person. A director evaluates, a manager runs the trial, someone in finance asks about terms. Each is a separate contact with their own email, their own history and their own opinion — but they are all one decision.
Linking them to an entity is what lets Zyntro treat them that way:
- SI reads the organisation's context when engaging any individual there, so it does not open a conversation as though the company had never spoken to you
- What you learn from one contact informs how you approach the others
- Entity custom fields hold company-level facts — size, industry, systems they run — that shape messaging for everyone at that organisation
- Reporting can follow the account rather than the individual
The cost of not linking is duplicated effort and contradictory outreach: two people at the same company receiving two unrelated approaches in the same week.
How It Works
Entities and your CRM mode
Your CRM mode sets the default, not the rule. The entity card appears on the Add Contact form in all three modes, and a Skip entity toggle in its header decides each contact individually:
- B2B — the toggle starts off, so you are asked for an organisation by default
- Hybrid — the toggle starts off, and you switch it on for the contacts who have no company
- B2C — the toggle starts on, so you are not asked; switch it off for the occasional contact who does represent a business
No mode requires an entity to save a contact, and no mode hides entities altogether. A contact created with the toggle on is simply recorded as not linked, and you can link one later from the contact's own page.
Imports and the API are stricter than the form: in B2C mode, entity data supplied to an import or to the Add or Update Contact API is ignored rather than created.
Linking a contact to an entity
On the Add Contact form, type into the entity search box. Zyntro matches against the organisations you already have and offers them as you type — always prefer an existing match, because two records for one company split its history in half. If nothing matches, the same dropdown offers Create "<name>" as new entity, which opens the entity fields inline.
Entity views
Entities are managed from Sales → CRM → Entities. The list shows each organisation with its type, contact count, website and status. Open one to see its fields, its custom fields, and the roster of every contact linked to it.
Entity custom fields
These are separate from contact custom fields and hold organisation-level data: size, revenue, industry, the systems they run, funding stage. Define them under Settings → Sales Settings → Custom Fields. SI reads them when engaging any contact at that organisation, so company-level context reaches individual conversations.
Info: Your CRM mode is chosen when your CRM is set up and there is no settings screen to change it, because your custom fields and pipeline were designed around it. It does not limit what you can record, though — linking a contact to an organisation is available in every mode.
