It's a typical Tuesday morning at your company. Your sales team is gearing up for a big pitch to a potential client. The account-based marketing (ABM) campaign is meticulously planned, the sales reps are primed, and the coffee is flowing.
But there's a hitch.
The deal record in your HubSpot CRM isn't associated with the company record. Suddenly, your sales rep is flying blind, potentially overlooking key stakeholders who could influence the deal. The pitch stumbles, the deal falters, and the coffee suddenly tastes bitter.
This isn't just a hypothetical scenario. It's a real issue faced by many businesses and it's hurting more than your sales team's egos. It’s tough to meet revenue expectations when deals fall through due to preventable roadblocks—such as missing HubSpot company-to-deal associations. And off-the-mark revenue forecasts are a huge problem. Over 80% of surveyed companies reported missing revenue forecasts over the last two years, with a third missing their forecast in the first quarter of 2023 alone.
Missing associations can derail deals. Without them, your teams won’t have all the information they need to conduct engagements with contacts, leads, and accounts. The customer experience suffers, reducing the ability to close deals effectively. But don't despair. There's a solution, and it's simpler than you may think.
Read on to discover how to turn your CRM into a deal-closing machine, one association at a time.
The Business Impact of Missing Company-Deal Associations
Missing company-to-deal associations in your CRM can cause a number of problems and negatively impact your business:
- No single customer view: Sales reps won't have a complete picture of the customer's interactions with the company, hindering personalized engagement and potentially halting deal closure.
- Missed opportunities: Marketing and sales teams will struggle to segment leads using associated company data. In other words, less effective ABM strategies will result in missed opportunities to convert leads into customers.
- Broken automations and workflows: Marketing and sales systems can't properly track and manage customer interactions, leads, and sales opportunities when associations are missing. This can break automated campaigns that nurture leads and convert them into customers.
- Increased duplicate records: Improperly associated contacts increase the likelihood of duplicate records when creating, importing, or syncing contacts in the CRM. More duplicate records can lead to more mistakes and wasted time.
- Unclear targeting: Without proper HubSpot deal associations, sales reps will struggle to find stakeholders for an upcoming deal. This can make their job more difficult and potentially impact the deal's success.
- Inaccurate sales forecasts: Missing associations also cloud the view of the sales pipeline, making it difficult to ascertain the status of deals and their associated companies. This can lead to inaccurate pipeline forecasts, making it challenging for sales teams to prioritize opportunities and allocate resources efficiently.
How To Associate Deals to Companies in HubSpot
Fixing missing company-to-deal associations in HubSpot is possible using the following steps:
Step 1: Navigate to deals
In your HubSpot account, go to the Sales tab and select Deals.
Step 2: Select a deal
Click on the name of the deal you want to associate with a company.
Step 3: Add a company
In the deal record, find the “Associations” section on the right-hand side, then find “Companies” and click “+ Add.”
Step 4: Find an existing company
Next, you’ll find a list of the companies in your HubSpot CRM. You can locate a record by typing it into the search box or scrolling down to find it. Click the check box next to the company name, then select “Next.”
Afterward, you can either hit “Save” or “Add association label” before saving.
Step 5: Or add a new company
If a company record doesn’t already exist, select the “Create New” tab and insert the company’s details.
Then select “Create” or “Create and add another” if you want to add multiple companies to the deal.
Unfortunately, there’s no way to automate this using HubSpot Workflows. So you’ll have to go through these steps each time you want HubSpot to connect companies to deals. It’s a tedious and error-prone process.
But there is good news: You don’t have to settle for making HubSpot company-to-deal associations manually if you implement Insycle into your workflow.
How Insycle Gives You Company-Deal Association Superpowers
Associations are the invisible connections that bind records together. These threads weave the tapestry of your customer relationships, linking contacts to companies, and companies to deals. Insycle gives you X-ray vision, allowing you to see these connections and manipulate them almost magically.
Insycle automates every type of association between HubSpot records, creating flexible associations using any field in your CRM as a matching field. For instance, you can find company records with missing deals and associate them with the click of a few buttons.
Here’s an overview of how you can use Insycle to automate company-to-deal associations—and more.
Simplifying Bulk Associations
Insycle enables you to create associations between records using any field in your CRM as a matching field. You can match fields in advanced ways, catching more records with missing associations than you would using HubSpot’s standard association features.
For instance, you can match contact records to company records using the contact’s email domain and the company’s website domain. But Insycle doesn't stop at exact matches. It navigates the complexity of inexact matches with ease, ensuring no potential association slips through the cracks.
Automating Associations in HubSpot Workflows
Insycle allows you to automatically create company-to-deal associations in HubSpot Workflows using Recipes. A Recipe is a collection of Insycle templates executed in order.
Such automation ensures companies are appropriately associated with deals as soon as you create a new deal in your HubSpot CRM and before the sales team sends initial communications about the deal to the client.
Replacing Errant Associations in Bulk
Your salespeople are working diligently to nurture leads and close deals. But even their best efforts will be hamstrung when contacts are linked to the wrong companies and deals are associated with outdated company records. This isn't just a headache; it's a potential disaster for sales forecasts and customer relationships.
For example, let's say a sales rep, Alex, discovers several key deals are associated with a parent company instead of the actual subsidiary he’s working with. This mistake means all the personalized follow-ups and tailored proposals Alex sent aren’t going to the right accounts.
The result?
Lost time, frustrated prospects, and a sales pipeline that looks healthy on paper but is actually full of inaccuracies.
Instead of manually sifting through each record, which is a time-consuming process subject to error, Alex can use Insycle to quickly identify and correct these associations in bulk.
With just a few clicks, the correct company-deal associations are restored. Now the sales team's efforts are accurately reflected in the CRM, and they can approach their business review with confidence.
Creating Missing Associations Based on Existing Relationships
Insycle can find and create missing associations based on existing associations between other related records.
For example, if a company is associated with a deal and a contact is associated with the company, but the contact is not associated with the deal in the database, Insycle can identify this missing link and create the appropriate association.
Detangle Messy CRM Associations With Insycle
As your customer data grows, it becomes tougher to link and organize it all. This is especially true when you rely on manual processes, such as when making company-to-deal associations in HubSpot. Associations are the threads that connect the dots, linking contacts to companies, and companies to deals. But these threads often get tangled, leading to errant associations, and a distorted view of customer relationships. Insycle untangles these threads, ensuring accurate associations.
But Insycle's prowess doesn't stop at associations. It's a complete HubSpot customer data management solution that addresses various use cases. From automating tasks to cleaning up clutter, Insycle is the solution you need to maintain high-quality CRM data.
Learn more about how Insycle can help you revolutionize your HubSpot data management today.
