Problem
When associating records for custom objects, the association search modal only searches the object’s primary display property (record name).
For standard objects like Contacts, users can search by multiple identifiers (e.g. name or email). This flexibility does not exist for custom objects, even when those objects rely on alternative unique identifiers such as SKUs or external IDs.
This limitation significantly impacts usability for teams managing large volumes of custom object records.
Use Case
We use a custom object (e.g. Tracks) that includes:
Track Name
Track SKU (unique)
When associating this object to Deals, users often know the SKU, not the record name. Today, the only workaround is to concatenate multiple values into the record name (e.g. Track Name – SKU), which:
Reduces data normalization
Requires additional workflows or imports
Is not always desirable for reporting or UI clarity
Proposed Solution
Allow admins to configure additional searchable properties for custom object association pickers.
Examples:
Select one or more properties to be searchable in association modals
Mark properties as “Searchable for associations”
Support unique identifiers such as SKU, External ID, or custom text fields
This would bring custom objects closer to feature parity with standard objects and greatly improve UX.
Business Impact
Faster and more accurate record associations
Reduced user frustration and training overhead
Cleaner data models (no forced composite record names)
Better scalability for product catalogs, assets, SKUs, and external-system records
Workarounds Today (Not Ideal)
Concatenating multiple fields into the record name
Relying on workflows or API updates to maintain display names
Training users to search only by record name
These are functional but brittle and increase operational complexity.
Summary
Custom objects are designed for advanced CRM use cases, but the current association search behavior limits their effectiveness. Adding configurable, multi-property search support would be a high-impact, low-friction improvement for admins and end users alike.
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