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Custom Object Quandary: B2C Leads as "Members" of B2B Clients (Credit Unions)

Question asked by Jeremy Caverly on Aug 8, 2018
Latest reply on Aug 8, 2018 by Jeremy Caverly

Greetings to the awesome Nation community! This is my first post and hoping it gets us on the right trajectory with our Database.


Summary: We service B2B Clients that are Credit Unions. Leads/Contacts/People (the CU employees that our sales team targets) will obviously associate with Credit Unions as Companies. At the same time, we run a B2C program on behalf of those Credit Unions where we communicate directly with their Members (the Credit Union's customers rather than employees) in a B2C relationship. It doesn't make sense for those Members (B2C) to use the normal Lead/Company relationship but we still want to associate those B2C contacts as "Members of" said Credit Unions (Companies) instead of "Employees of".


  • All Credit Unions have a constant Charter Number which is our keyed data value in all other data sources (SugarCRM, etc). There's also a RNT (Routing Number like on your checks) that is constant that we associate to those Charter Numbers.
  • B2C Members sign up for our program usually leveraging that RNT/Routing Number. Either way, we always capture their "Member of" credit union and associate that in the database via Charter Number and/or Routing Number
  • We know a lot of other public data about these Credit Unions like their total number of reported members, number of branches and their assets size ... we'd like to do reporting and dynamic/segment content with their Members we're communicating with in B2C emails based on this data (again, w/o those Members being associated in the database as traditional Lead-to-Company link).


My plan right now is to configure a many-to-many Custom Object for the Charter Number. Every Company would have the Charter Number as the ID field that connects them to this data table. Then, I'd only need to keep the asset size, total member count, etc data updated in that Custom Object table vs having to update it on every Company profile field as well. Then every B2C Lead would also have a "Member of" field that would connect them via the Charter Number as well. (it's a RARE case in our data where a Lead would need to be considered a "Member of" two different Charter Numbers (credit unions).


Is there a better way to create a "Member off .." association to Company record types for these B2C Leads/Contacts that lets me report on the Company-based data that those people are "Members of" vs "Employees of"?