Leads Should Support Business-Centric Structure for B2B Use

Leads Should Support Business-Centric Structure for B2B Use

We’re a B2B company that generates leads for other businesses and often engage with multiple contacts within the same company. For years, we’ve struggled with Zoho CRM’s limitation of requiring a Last Name field for leads.

For example, if we’re pursuing Apples Trucking as a potential client, we’re forced to enter a contact name, even when our primary point of contact may change between roles like Fleet Manager, CFO, or Accountant. Searching for "Apples Trucking" doesn’t show the lead, and instead we see a person's name, which causes daily confusion and operational pain.

We’ve ended up placing the Company Name in the Last Name field just to work around this, but this breaks automations, email templates, cadences, and conversions.

Suggestion: Please allow a lead to be created as either an Individual or a Business. For B2B users, the company should be the lead, with associated contacts and roles tied to it.

This has been a long-standing issue and a major workflow blocker. Would love to see better support for B2B lead management, and can we expect this in the future potentially?

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