What Is an Association in a CRM?
An association is the link between two records in a CRM — connecting a contact to the company they work for, or a deal to the people involved in it. Associations turn a CRM from isolated lists into a connected map of your business relationships.
Key takeaways
- Associations link records across objects (contact↔company, deal↔contact).
- They let you see and report on relationships, not just isolated records.
- Association labels add meaning to each link.
Why associations matter
A contact is far more useful when you know which company they work for, which deals they're on, and which tickets they've opened. Associations stitch records together so the CRM reflects reality — and so reporting can follow relationships across objects.
Association labels
Labels qualify an association — marking a contact as the “decision maker” on a deal, or a company as a contact's “primary” employer. They turn a generic link into a relationship you can filter, report and automate on.
Frequently asked questions
What is an association in a CRM?
The connection between two records — for example linking a contact to their company or a deal to the contacts involved.
What's the difference between an association and an association label?
The association is the link itself; the label names what the link means, such as “billing contact” or “decision maker.”
Can a record have multiple associations?
Yes — a contact can be associated with multiple deals, companies and tickets at once.
Related service: Map associations in HubSpot