Ever built a custom object, then found your team can't create the records it connects to from the form they're already filling in? Per HubSpot's update, you can now customize the create form so reps can create associations to any object the custom object is associated with. Before, even though custom objects could be associated, the create form did not support it.
Joshua Oakes: "any day now, custom objects will be just like real objects." He explained why it took this long. The UI treated custom objects as out of the flow: "the UI was telling you, oh, you don't create a custom object. You go to the deal or the customer or the company, and then you start the process from there." But in his own work, a process can run natively on a custom object that is "a core pillar of the business."
I added two notes. If custom objects come down to Pro, "it's being tested in other parts of the world right now." And a caution from last week: the phrase custom object "might mean different things" in the NetSuite sync, so "just be aware of that."
The next step