Understanding Entities
Companies and organizations that contacts belong to
What It Is
An entity is a company, organization, or account record that contacts are linked to. In B2B and Mixed CRM modes, entities provide the organizational context that helps SI understand business relationships — not just individual people.
Each entity has standard fields:
- Name — The company or organization name
- Label — What type of entity it is (configurable: Company, Organization, Agency, Household, etc.)
- Website — The organization’s website URL
- Location — Physical location
- Status — Entity lifecycle status (configurable: Active, Inactive, etc.)
- Socials — Social media profile links
- Tags — Organizational tags for filtering and segmentation
Plus unlimited custom fields specific to entities (separate from contact custom fields).
The entity-contact relationship is one-to-many: one entity can have many contacts, but each contact belongs to at most one entity.
Why It Matters
In B2B sales, you are not just selling to a person — you are selling to an organization. Multiple people at the same company may interact with your brand: a CEO evaluating the product, a marketing manager running the trial, and an IT lead asking about integrations.
Entities group these contacts so that:
- SI understands the organizational context when engaging any individual contact
- Pipeline reporting reflects account-level progress, not just individual touchpoints
- Entity custom fields capture company-level data (size, industry, technology stack) that informs messaging for all contacts at that organization
- Communication with one contact at a company is informed by interactions with others at the same company
How It Works
Visibility by CRM Mode
Your CRM mode (set during implementation, immutable) determines how entities work:
B2B Mode — Every contact must be linked to an entity. The entity section appears on every contact form and detail view. Creating a contact without an entity is not possible. When contacts are imported or contextualized, entities are automatically created or matched.
B2C Mode — Entities are completely hidden. The entity section does not appear on any form or view. Contacts exist independently.
Mixed Mode — Entities are optional. The entity section appears but linking is not required. Some contacts may have entities (B2B relationships) while others stand alone (B2C relationships).
Entity Views
Entities are managed from Sales > CRM > Entities. The list view shows all entities with their label, contact count, website, and status. Click any entity to see its full detail page: entity fields, custom fields, and a roster of all contacts linked to that entity.
Entity Custom Fields
Entity custom fields are separate from contact custom fields. They capture organization-level data: company size, annual revenue, industry vertical, technology stack, funding stage, etc. These fields are defined in Settings > CRM > Custom Fields under the Entities tab.
SI reads entity custom fields when engaging any contact linked to that entity — so company-level context informs individual communication.
