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Core CRM Objects

Contact and Account records are at the core of Microsoft CRM. They are related to every other area and represent the key link between all the other data. Both Sales and Service data roll up to Contacts and Accounts. Because Contacts and Accounts span all areas, we will discuss them in detail.

NOTE

Throughout the book the terms object and record are used almost interchangeably. Traditionally, the word record has been more widely used to discuss data because we were most often interacting directly with a database, and the term record historically refers to a single row in a single database table. However, because in this book we are interacting with a CRM platform, we are truly interacting with objects that may or may not equate back to a single row in a single database table.

A single instance of a CRM object might pull data from various database tables or other data sources. As users, we shouldn't have to worry about this and, in fact, the Microsoft CRM platform abstracts this detail away from even developers who may be writing API calls to retrieve CRM objects. In reality when we see a list of CRM Leads, we are seeing a list of Lead objects, not records.



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