Cargo Object Models is a CRM-shaped data layer native to 📝Cargo that lets GTM teams define accounts, contacts, deals, leads, or custom objects directly inside the platform without extending an external CRM.
The feature ships with the four canonical GTM objects — Account, Contact, Deal, and Lead — plus the ability to model any custom object the team's motion requires. Fields, relationships, and unification logic are configurable per object, and records resolve automatically against domain, email, LinkedIn URL, or any user-defined identifier so a given account or contact collapses to a single source of truth. Enrichment, intent signals, and external sources connect into the same layer, removing the round-trip through 📝Salesforce, 📝Hubspot, or 📝Attio that previously gated custom object work.
Object Models are designed as primitives for the rest of Cargo's stack. Plays read from them, agents write to them, and change-based triggers fire when records update — giving GTM teams the same kind of reliable data contracts engineering teams expect from databases and internal APIs. Teams can run Object Models as the system of record for whatever a traditional CRM does not track, or sync them bidirectionally with Salesforce, HubSpot, Attio, and similar tools. Both deployment patterns are supported.
Positioning is direct: Cargo is no longer just an orchestration layer that depends on a CRM, it is a viable CRM substrate for AI-driven GTM motions. The launch closes the gap that 📝Revenue Operations (RevOps) teams hit when a play needs a field or object their CRM does not have and the RevOps backlog turns a one-day idea into a multi-week project.
The structural shift here is the one I keep gravitating toward in my own work — the data layer where agents read and write needs to be flexible and owned by the team running the motion, not gated by whichever vendor sold the system of record five years ago. Object Models is Cargo making that bet explicit.