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NEW FEATURE: Using HubSpot's Required Associations

Using HubSpot's Required Associations

On December 8, 2022, HubSpot announced a new feature that allows admins to require associations when a user is creating a record. This is a solid solution for organizations that are dealing with free-floating records (deals, contacts, or companies) or for newer Hubs that are looking to prevent any loose data as they implement HubSpot. You can see this new feature emphatically introduced by HubSpot’s Senior Inbound Sales Professor, Kyle Jepson, below:

How to Use Required Associations in HubSpot

Knowing this new feature exists is only half the battle. The use and intention behind its application are where things can get a bit cloudy. To help clear things up, the Concept team has broken down examples for common use cases. Because these new required associations can be used on multiple record types – including on custom objects – here they are by category:

Using Required Associations with Deals

Previously, when a member of a sales team created a new deal, they could leave it unassociated to a contact or company – even if these other records existed in the CRM. This practice can cause issues in reporting, automation, list segmentation, and more; a theme that will carry over to the other record types. When referencing deals, depending on your organization, requiring the company association will be most important. You may be able to get away with leaving contacts as optional, but that is on a case-by-case basis.

Imagine you have a workflow that creates a task to follow up with a company associated with a closed lost opportunity. Without the required association, there could be numerous deals without a company, meaning this automation would not trigger - missing out on these follow-ups and potential revenue. A required association cleans this up and provides confidence in creating similarly structured workflows in the future.

Using Required Associations with Contacts

Prior to this update, when a user created a new contact, they could leave it unassociated from a company – even if that existed in the Hub. One way to pair these records together is with HubSpot’s auto-creation and association tool, which uses the domains to match. This is a great tool, but it does not have built-in logic for subdomains and will not route if the contact has a free email address. To help clean this up and double down on high-quality data integrity, you can use the required associations tool.

If you were attempting to send an email alert to all contacts with a company in the state of Ohio, because some contacts may be located outside of the state their company is in, you would want to create a segmented list that filters for the company state as Ohio. However, without the proper association, you could accidentally miss a portion of your intended recipients. By requiring the company association, you help mitigate this issue.

Using Required Associations with Companies

Likely a less-urgent use case, depending on your data structure and processes, you can now require associations when a company is created. This will be more useful for specific or unique sales and marketing operations. Below is an example where an admin may benefit from making deals a required association when creating a new company.

If your team has a process that asks sales reps to only enter companies that they are currently discussing a deal with, you could make “deal” a required association when they are creating a company record. This would keep your CRM in alignment with this organizational process with far less admin supervision or cleanup.

Important Reminder: These required associations only impact records being created manually, using HubSpot’s UI. This requirement is not enforced during imports, although it is possible to create associations during the import process.

Final Considerations for this New Feature

Although the examples listed above are common, your organization's structure, processes, and CRM instance will influence their usefulness and the reasoning behind their implementation. It may not always be as simple as flipping a switch, because you will need to consider what/whom it can impact.

If you have any questions regarding this feature or your HubSpot instance in general, don't be shy and contact us!