Understanding Companies
What is a Company object?
The Company object is a standard object in SparrowCRM that represents every business or organization a team interacts with. Each company record is identified and organized by a unique company domain, making it easy to track organizational relationships, account activity, and opportunities from a single place.
A company can represent a prospect, an existing customer, a partner, a vendor, or any other organization worth tracking in the CRM.
Companies provide an account-level view of customer relationships. A company record brings together every person, conversation, deal, and activity associated with an organization, helping teams understand the full picture of an account rather than viewing interactions one person at a time.
Use Companies to:
- Maintain a centralized database of organizations
- Track account-level engagement and activity across contacts
- Organize people under a single company record using domain matching
- Monitor deals and opportunities associated with an organization
- Access AI-generated account insights like health score, fit score, and intent signals
- Prioritize accounts based on engagement, fit, and buying intent
Company Object Page
The Companies page allows you to view, organize, and manage all company records in your workspace.
From this page, you can:
Search Companies
Use the search bar to quickly find companies by:
- Company name
- Domain or website
- Industry
- Owner
- Other company details
Use AI Search
AI Search allows you to find companies using natural language.
Examples:
- "Companies with more than 500 employees"
- "High-value accounts with no activity in 14 days"
- "Enterprise accounts with open opportunities"
- "Accounts with upcoming meetings this week"
Apply AI Filters
AI Filters automatically segment companies based on account characteristics, engagement, and sales signals.
Examples include:
- Target Accounts
- High Fit
- At Risk
- High Engagement
- High Intent
These filters help teams identify priority accounts and focus account-based efforts where they matter most.
Sort and Organize Records
Use sorting options to organize companies by criteria such as:
- Company name
- Industry
- Revenue
- Employee count
- Created date
- Last activity
Create Views
Views allow you to save and reuse filtered lists of companies for different workflows, such as tracking strategic accounts, monitoring at-risk customers, or focusing on a specific industry or segment.
To create a view:
- Click the view dropdown (e.g., "All Companies") at the top left.
- Click + New view.
- Choose a creation method:
- ✨ Describe your view — describe what you need in plain language and AI builds the view for you (e.g., "Filter companies with no activity in the last 30 days")
- + Create manually — open the Create View modal and configure it yourself
- Suggested — pick from pre-built views based on common filters, such as "High Fit accounts" or "Companies with open deals"
- Enter a Title (e.g., "Enterprise Accounts" or "Renewal Pipeline").
- Select the Default View Type — Table View or Kanban View.
- Set Who can access this view — private, team, or everyone.
- Click Create view.
Views are organized into two tabs: Mine for personal views and Shared for views visible to the team. Each tab has its own search bar, making it easy to find saved views as the list grows. Every object starts with a default view (e.g., "All Companies").
Once a view is created, personalize it by adjusting sorts, filters, or visible columns. Click Save for me to keep changes to your version of the view, or Create as new view to share a filtered version with others.
Visualizing your data
Views can be displayed in two formats.
Table View displays companies in a spreadsheet-style layout. Each row is a company, and columns show fields like company name, domain, industry, fit score, and pipeline value. Table View is useful for scanning large lists, comparing accounts, and reviewing data across the organization.
Kanban View groups companies into columns by lifecycle stage, making it easier to visualize account progression and manage records through different stages.
System Fields
System fields are created and managed by SparrowCRM. These fields help identify, organize, and manage company records across your workspace.
Examples include:
- Company name
- Domain / website
- Industry
- Employee range
- Annual revenue
- Ownership type
- Headquarters address
- Lifecycle stage
- Customer since year
- Created date
- Modified date
Enriched Fields
Enriched fields are automatically populated using external data sources.
Examples include:
- LinkedIn profile
- City
- State
- Country
- Time zone
- Strongest connection
These fields help teams better understand organizations without requiring manual research.
AI-Enriched Fields
AI-enriched fields provide additional insights generated from account data, engagement patterns, and activity history.
Examples include:
- Health score
- Fit score
- Engagement score
- Intent score
- Account status
- AI summary
- Expected close date
Learn more in Data Enrichment.
Behavioural Fields
Behavioural fields track interactions and engagement with a company over time, aggregated across every contact at the organization.
Examples include:
- Emails sent, opened, clicked, and replied
- Meetings held
- Calls completed
- First, last, and next interaction dates
- Last email, reply, meeting, and call dates
- Open task count
These fields help teams understand account-level engagement trends and identify where attention is needed.
Calculated Fields
Calculated fields are automatically derived from related records and activities associated with the company.
Examples include:
- Associated contacts count
- Associated deals count
- Total pipeline value
- Average deal size
These fields provide additional business context at the account level without requiring manual updates.
Custom Fields
In addition to standard fields, custom fields can be created to capture information specific to your team's processes and workflows.
Custom fields can be used across records, views, filters, automations, and reports.
Companies provide a centralized, account-level view of every organization a team works with, helping track engagement, manage opportunities, and understand account health from a single place.
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