Salesforce Data Model: Guide to Objects, Fields and Relationships

A CRM is best suited to storing customer data, but without a logical structure, it is just a digital filing cabinet. This is where the Salesforce Data Model comes in. It transforms raw data into actionable insights by defining how data connects, flows, and scales.

A data model is the blueprint for how your Salesforce data is organized. In Salesforce (a CRM platform), the data model consists of Objects (like database tables), Fields (table columns), and Records (rows of data) that store customer, order, and interaction data.

In this blog, we will take a closer look at the Salesforce data model. You will learn how it works, how to design one, and why it plays a critical role. Let’s get started!

What is the Salesforce Data Model?

The Salesforce data model is how your organization’s information is structured in CRM.

Objects are like database tables, fields are columns, and each record is a row of values. For example, the Account object contains fields such as Name, Industry, and Type. The Contact object includes fields like “First Name” and “Email”. These objects are linked by relationships (e.g., an Account can have many Contacts).

Salesforce uses a multi-tenant cloud architecture, so each object/field is stored in a shared database schema. Your custom objects and fields are added on top of Salesforce’s standard schema.

In short, the data model defines how tables are named, how fields are defined, and how tables relate. A well-structured model ensures data flows smoothly and the system scales with your business.

Why Is Salesforce’s Data Model Important?

A sound data model is the backbone of any organization. It is important because:

• Clean object and field organization make the UI logical. Users can find data easily if it is modeled intuitively.
• Accurate reports rely on correct relationships. For example, Roll-up Summary fields require a Master-Detail relationship. A bad model can lead to missing data or bad summaries.
• Planning data import/export or migration depends on the model. Parent records must load before child records, and field definitions must match source data (e.g., correct data types).
• Salesforce Flow operates on objects and fields. If fields are missing or relationships are wrong, complex automations will fail.
• Profiles, permission sets, OWD (Org-Wide Defaults), and Sharing Rules grant access based on the model. A good model makes it easier to apply least-privilege access.

Salesforce experts note that your data model influences report accuracy, automation, and overall performance. In short, carefully planning your model before entering live data is important for a successful CRM implementation.

Types of Salesforce Data Models

Data models can be viewed at three levels: Conceptual, Logical, and Physical. Each serves different audiences and purposes:

Conceptual Data Model

A conceptual model is a business-level diagram of your data. It identifies the major entities (business objects) and their relationships, but omits technical details.

For example, a conceptual model for a project management system might have entities like Project, Task, Employee, and Client, showing that “Employees work on Projects” and “Tasks belong to Projects” without listing each field.

Its goal is to align stakeholders on what data matters and how the main entities connect. Conceptual diagrams use simple boxes and lines (like an organizational chart) to show the big picture.

Logical Data Model

A logical model turns the conceptual entities into Salesforce terms. Each entity becomes a specific Salesforce Object (standard or custom), and relationships are drawn using Salesforce notation. The logical model shows object names (often with API names), record types or subtypes if any, and indicates cardinality (one-to-one, one-to-many).

For example, a conceptual Client entity might map to the standard Account object, and an Employee might map to a User. Similarly, a Project entity could be a custom object Project__c, and a Task entity might map to Task or a custom Project_Task__c. Relationships are drawn as lookup or master-detail links.

Logical models are still somewhat abstract as they typically do not list every field, but may note key fields or IDs. They prepare your design for implementation.

💡 Note: Conceptual models give the business view, whereas logical models give quasi-technical teams (analysts, architects) an understanding of actual objects and relationships in Salesforce.

Physical Data Model

The physical model is the detailed schema as it exists (or will exist) in Salesforce. This comes with all custom and standard objects, each field and its data type, field lengths, indexes, and relationship details. It is the metadata blueprint used for implementation.

In a physical model, you wouldd see, for example, that the Account object has a field Industry (Picklist, 40) and a lookup field to Parent Account, or that Project__c has fields Start_Date__c (Date) and OwnerId (Lookup to User).

Developers and DBAs use a physical model. It is mostly generated from the org or designed in a tool, and may correspond to a Salesforce ERD. It shows platform-specific details, such as API names and object IDs.

In practice, a physical data model may be an exported schema or an ER diagram that fully defines all tables and columns.

Each model builds on the previous one. The conceptual aligns stakeholders, the logical guides architects, and the physical instructs deployment. Check out our blog on Salesforce implementation cost to get accurate pricing for all features.

Key Components of Salesforce Data Model

Objects are the building blocks of Salesforce’s data architecture. They function like database tables, storing records and defining how information is categorized. Salesforce provides two primary types of Objects.

1. Standard Objects

Pre-built by Salesforce to support common CRM processes, these come with:

• Accounts (Companies or organizations)
• Contacts (Individuals associated with Accounts)
• Opportunities (Potential deals in the sales pipeline)
• Leads (Prospects not yet converted to Contacts)
• Cases (Customer support tickets)

These objects come with default fields, page layouts, and automation capabilities, requiring minimal setup.

2. Custom Objects

Created to address unique business needs, custom objects extend Salesforce beyond standard CRM functions. Examples:

• Product Inventory (Track stock levels and warehouses)
• Project Tasks (Manage deliverables and timelines)
• Event Registrations (Capture attendee details for conferences)

Custom objects can be tailored with specific fields, permissions, and relationships to fit workflows.

2. Fields

Fields define the specific data points stored in Salesforce objects, serving as columns in a database table. They decide what information can be captured, how it is validated, and how it interacts with other data. Here are the two main types of Fields.w it interacts with other data. Here are the two main types of Fields.

1. Standard Fields

These fields are predefined by Salesforce on standard objects (e.g., Account Name, Contact Email, Opportunity Amount). They cannot be deleted but can be modified (e.g., adding help text or making a field required).

2. Custom Fields

These are created to meet any kind of business needs (e.g., Customer Priority Level, Project Deadline). Common data types include Formula fields and Geo-location fields. Custom fields support various data types, such as:

• Text (Short or long text areas)
• Number/Currency (Numeric values with formatting)
• Picklist (Predefined dropdown options)
• Checkbox (True/false or yes/no values)
• Date/DateTime (For tracking timelines)
• Formula (Calculations based on other fields)
• Lookup/Master-Detail (Relationships to other objects)

Fields are the backbone of data accuracy in Salesforce.

Relationships

Relationships are the glue that binds Salesforce objects together. So byzantine business processes can be modeled with precision. They define how records interact and how data flows logically across your CRM. Major types are:

1. Lookup Relationships

These relationships create a loose connection between two objects (e.g., linking a Contact to an Account).

Behavior

• Child records can exist independently, and deleting the parent doesn’t delete the child.
• No impact on security or ownership (child retains its own settings).

Use Case: Linking a Project Task (child) to a Department (parent) without strict dependency.

2. Master-Detail Relationships

A tight, hierarchical bond where child records depend entirely on the parent. Deleting the parent automatically deletes all associated child records.

Behavior

• Deleting the parent automatically deletes all child records.
• Child records inherit security and sharing settings from the parent.
• Roll-up summary fields can aggregate child data (e.g., total Opportunity Amount on an Account).

Use Case: Order (child) tied to a Customer (parent)—if the customer is deleted, orders vanish too.

3. Many-to-Many Relationship

In this relationship, two objects are connected through a third “junction” object to model complex interactions.

Behavior

• Built using two master-detail relationships (e.g., Student ↔ Course Enrollment ↔ Class).
• Allows one record to relate to multiple others (e.g., one Student can take many Classes, and one Class can have many Students).

Use Case: Tracking Employees assigned to multiple Projects and vice versa.

4. External Lookup Relationship

This relationship is designed to link a Salesforce record to an external data source (via External Objects or OData).

Behavior

• References data outside Salesforce (e.g., ERP or legacy systems).
• Supports real-time or cached data access.

Use Case: Syncing Inventory levels from an external warehouse database.

5. Hierarchical Relationship

The purpose of this relationship is as a specialized lookup. It’s used only on the User object to model organizational hierarchies.

Behavior

• Enables reporting structures (e.g., a manager-subordinate relationship).
• Supports multi-level hierarchies (e.g., CEO → VP → Director).

Use Case: Approvals or workflows based on reporting chains.

A well-structured data model guarantees easy reporting, automation, and user adoption, key to maximizing Salesforce’s potential.

Salesforce Relationship Modeling & Design Concepts

When designing the schema, consider these modeling concepts to keep diagrams clear and data consistent:

1. Recursive Relationships: When an object relates to itself. For example, an Account may have a Parent Account (the same object), or a User may have a Manager (a lookup to another User). In diagrams, draw a curved arrow looping back to the same entity. Salesforce notation uses a curved line for recursion.
2. Mutually Exclusive Subtypes: Sometimes a record can only belong to one of several subtypes. In data modeling, subtypes are shown under a supertype. Salesforce ERDs treat subtypes as mutually exclusive. For example, a Contact might have subtypes “External User” and “Partner User” as any single contact record is either one or the other, not both.
3. Color Coding: In complex diagrams, you can use colors to group related objects or distinguish standards vs customs. Salesforce’s official notation uses color to denote which cloud license provides the object, and colored vs black lines for relationships added by the current cloud.
4. Layout Conventions: Arrange your diagram logically. Place parent/master objects above or to the left of children/details. Group related objects near each other. Use consistent symbols (crow’s foot for many-side, bar/circle for optional/required) so others can read your ERD. For large models, tools may provide Auto-Layout to tidy the view.

Our Salesforce development company manages each of these components to build the optimal data model for a successful CRM implementation. We can also create custom objects, fields, and relationships to achieve the best results. For a DIY approach, follow the coming sections.

How to Create a Custom Object for Salesforce Data Model?

While standard objects can be helpful for your implementation, custom objects may be even better for your project. They allow you to extend Salesforce’s standard functionality and model unique business processes.

Here’s how you create a custom object.

Step 1: Navigate to the Setup page of Salesforce and then click Create → Custom Object.

Step 2: Define the basic object properties, like the following.

• Label (e.g., “Project Task”): The display name.
• Plural Label (e.g., “Project Tasks”): Used in tabs and lists.
• Object Name (e.g., Project_Task__c): Auto-generated but editable (API name must end with __c).
• Description: Explain the object’s purpose (optional but recommended).
• Record Name Format: Text (e.g., “Task-001”) or Auto-Number (e.g., auto-incremented “PT-{000}”).

There are also some optional features to configure according to your business requirements.

Step 3: Next up, define the info for the custom object tab. Configure the user profiles and custom apps for the custom tab.

Once you are done creating a custom object, the next step would be to create custom fields.

How to Create a Custom Field in Salesforce Data Model?

With custom fields, you can capture unique data points in standard or custom objects. That’s a key step to tailoring Salesforce to your business needs. Here’s how you create them efficiently.

Step 1: Navigate to the Setup page of Salesforce and then click Fields & Relationships → Object Manager.

Step 2: Next, find and select the object you want to add a custom field to. For example, select the “Product” object you might have created through the previous section.

Step 3: Now, click “Fields & Relationships” from the left panel and then tap on “New” to create a new field.

Step 4: Choose the new field type based on the type of data you want to enter. For example, in a field with a “Number” data type, a user will only be able to enter numerical data.

Step 5: Define the field-related details and click “Next”.

Step 6: Select the profiles you want to grant access to this field. Then click “Next”.

Step 7: Choose the page layouts that should include this field. Then click “Save”.

Custom fields transform generic objects into powerful tools, whether tracking project risks, customer preferences, or inventory levels.

How to Create a Custom Relationship for a Salesforce Data Model?

Relationships connect objects to model real-world business processes. Here’s how you create a custom relationship between two objects for your Salesforce CRM implementation.

Step 1: Navigate to the Setup page of Salesforce and then click Objects and Fields → Object Manager.

Step 2: From the Object Manager, choose the child object in the relationship. For example, you created a custom object “Property”. Select it, and that opens its detail page.

Step 3: Tap on the “Fields & Relationships” option from the left-side panel and click “New”. That will prompt new field creation.

Step 4: Select the field type. Based on what type of relationship you want to build, select “Master-Detail Relationship” or “Lookup Relationship”. Then click “Next”.

Step 5: Then, choose the parent object that the child object would relate to.

Step 6: Define the field label, field name, and more. Also, make sure to configure field-level security.

Step 7: Choose the suitable child object page layouts for where the relationship field will be displayed. Then click “Next”.

Step 8: Choose the suitable parent object page layouts for where the related lists of child object records will be displayed. Then click “Save”.

Relationships are the critical component in how data flows are defined, so design them carefully to match your business logic.

Best Practices for Salesforce Data Model

These practices separate good data models from great ones.

Start with Standard Objects

Before creating custom objects, exhaust standard objects. They are proven, integrated, and perform well. Only create a custom object when no standard object fits your needs. Most companies never need more than 5-10 custom objects.

Create Custom Objects/Fields Only When Necessary

Avoid clutter by only building custom objects or fields when standard options do not work. Unnecessary customization complicates maintenance, increases storage costs, and can slow down performance. Document the business needs before creating anything new.

Maintain Data Integrity

Enforce data quality at entry. Use validation rules (e.g., “Discount ≤ 30%”, “Close Date ≥ Today”) to prevent invalid records. Make fields required where appropriate, and use picklists for controlled values. Master-Detail relationships also aid integrity by enforcing referential links and cascade deletes (so no orphans).

Plan for Scalability

Your data model should handle growth. Ask:

• Will we have 10,000 records? 100,000? A million?
• Will we need to add new fields in the future?
• Will we create new related objects?

Design with expansion in mind. A scalable model doesn’t break when you add data.

Set Appropriate Permissions for Users

Follow least-privilege access. Do not give users “Modify All” or administrative rights unless required. Use Profiles and Permission Sets to grant only the needed object/field permissions. Restrict who can create or delete records. This minimizes accidental data loss or leaks. Assign users to roles to control record visibility via the hierarchy.

Set Field-level Security

Not every user needs to see or edit every field. Restrict sensitive data (e.g., salaries, contract terms) via field-level security. Combine with page layouts to ensure a clean, role-specific user experience.

Define Validation Rules

Prevent bad data upfront with validation rules (e.g., “Discount cannot exceed 30%”). Clear error messages guide users to fix issues immediately, reducing cleanup work later. Test rules thoroughly to avoid blocking valid entries.

Automate with Salesforce Flow

Automate eCommerce operations and data updates (e.g., updating a field value or sending email alerts) to reduce manual effort and errors. However, keep automation streamlined: many complex processes can overload the system. Document and test automations so they don’t conflict or create excessive workload.

Use Clear Naming Conventions

Inconsistent names confuse your team.

Good naming practice:

• API names: “Account_Annual_Revenue” (descriptive, no spaces)
• Labels: “Annual Revenue” (what users see, can be any format)
• Relationships: “Account” or “Related_Account” (clear what it links to)

Bad naming practice:

• “Field1” (meaningless)
• “Temp” (what is this? Who created it? Why?)
• “DO_NOT_DELETE_OLD_FIELD” (this will cause problems)

Standard approach: Use snake_case for API names and Title Case for Labels to keep the backend organized.

Each of these practices is focused on ensuring a clean, efficient, and secure Salesforce data model. And if you want the best of this data model for your eStore, hire eCommerce experts.

Conclusion

Your Salesforce data model is the foundation of everything. Get it right, and your CRM runs smoothly. Get it wrong, and you create problems for years.

The Salesforce data model appears difficult at first. But it is really just a few simple ideas: objects store data, fields hold information, and relationships connect objects together. Start with what Salesforce gives you. Add custom objects only when necessary. Use lookups and master-detail for enforcement.

Do these things, and your data model will support your business for years. The Salesforce community is massive, and documentation is everywhere. You can even modify it as your business needs change. But getting the foundations right from the start makes everything easier down the road.

So, ready to put these principles into action? Then consult with our experts today!

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