Data Model25% of the exam
Standard objects and how they relate
How accounts, contacts, leads, opportunities, cases and activities fit together: what each record stores, what lead conversion creates, how contacts relate to more than one account, and the difference between lookup and master-detail relationships.
Explain the relationship between the core standard objects (account, contact, lead, opportunity, case).
~8 min read · 13 practice questions ·
What the exam expects
- Pick the right object for a company, a person, an unqualified prospect, a deal or a customer issue.
- Explain what lead conversion creates, what happens to the lead afterwards, and how to avoid a duplicate account.
- Relate contacts to accounts, cases to customers, contacts to deals (contact roles) and accounts to parent accounts.
- Recognize when a contact needs Contacts to Multiple Accounts and when a customer is a person account.
- Tell lookup from master-detail by how the records depend on each other.
Key terms:
- Account: a company you do business with, or one individual (person account).
- Contact: a person who works at an account.
- Lead: a prospect who has shown interest but is not yet a customer.
- Opportunity: a qualified, viable deal with a stage, close date and probability.
- Case: a customer's question, feedback or issue.
Key facts
Account to Contact
- Detail
- Standard one-to-many lookup: one account, many contacts
Contact with no account
- Detail
- Private contact, visible only to its owner and system administrators
Person account
- Detail
- One individual; works like a business account but has no contacts of its own
Lead conversion output
- Detail
- Account and contact, plus an opportunity if the rep creates one
After conversion
- Detail
- Can't be reversed; the lead isn't searchable without View and Edit Converted Leads
Lead with no company, person accounts on
- Detail
- Converts into a person account and an opportunity
Contacts to Multiple Accounts
- Detail
- Primary account is direct; extra accounts are indirect
Account hierarchy
- Detail
- Built from each account's Parent Account field
Deleting a master record
- Detail
- Also deletes its detail records
Sources for this section (7)
- Create Object Relationshipstrailhead.salesforce.com (opens in a new tab)
- Manage Business Accounts and Contactstrailhead.salesforce.com (opens in a new tab)
- Convert Qualified Leadshelp.salesforce.com (opens in a new tab)
- Create and Convert Leads as Potential Customerstrailhead.salesforce.com (opens in a new tab)
- Contacts to Multiple Accountshelp.salesforce.com (opens in a new tab)
- Establish Contact and Account Relationshipstrailhead.salesforce.com (opens in a new tab)
- Object Relationships Overviewhelp.salesforce.com (opens in a new tab)
- Why should every business contact have an account?
- When does lead conversion create a person account?
- Why does Trailhead recommend one account per office over a single global account?
- Which relationship type deletes child records when the parent is deleted?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
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