When creating properties via user interface or API, allow the option to reference other standard CRM objects such as Companies, Contacts, Deals, Tickets, instead of only Users. Currently the only " crm object" allowed when creating properties is CRM Users, however Hubspot actually has it internally, for example on the "Parent Company" field. When fetching the "hs_parent_company_id" via properties API, we can see that the field has a "referencedObjectType": "COMPANY", however when attempting to create a property via API with this setting, an error is returned with the information "object-referencing properties cannot currently reference COMPANY". This is a standard feature for basically ALL crm solutions except Hubspot, and it's a dauting limitation when aligning business processes with the crm. There are several other similar requests aroudn the ideas forum named as: "Property type: Link to another record" "Property Type: HubSpot Contact" "Contact Property that can reference other Contacts" "Adding a reference to a company as a custom deal property" And there should be many more. They're scattered due to wording or expressing only individual needs, however this is a key aspect that is probably a deal breaker for many potential customers worldwide.
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