Standard object selection for business entities
Key Takeaway
Match each business entity to the right standard object first, and add a custom object only for information that is specific to your type of business.
Salesforce comes with standard objects for the kinds of records almost every business tracks. A key data model decision is matching each business entity to the right standard object. To pick the right home for each piece of data, learn what each standard object represents and how a lead turns into the others.
What a data model is
A data model sets how the information you track relates to your users and your business. It also defines the relationships between sets of data.
A data model is built from objects and fields. An object is a home for one kind of data, like a form, and fields are the pieces of information filled in on that form.