Your sales team is always on the move, pursuing leads and sealing deals. But a persistent problem is starting to hit where it hurts: your bottom line. Opportunities are slipping through the cracks because your CRM lacks crucial contact-to-deal associations.
For example, Jane Doe from BigCorp, a potential high-value client, shows interest in your flagship product. She's not new to your company—she's previously engaged with your marketing efforts, attending webinars and downloading content. Her details are in your CRM, but there is no link between her contact record and potential deals. So when she contacts a sales rep directly, her past interactions are invisible to your team.
Your sales rep, not seeing Jane's engagement history, approaches her as if she's a fresh lead. This critical misstep is a huge waste of potential and the sales rep doesn’t even realize that there was an opportunity to capitalize on Jane’s already-established interest. Consequently, the sales cycle drags on as the rep starts from scratch to build rapport and explain the product details. In the meantime, a rival company with a more cohesive CRM and clear visibility of prospect history steps in and clinches the deal with BigCorp.
This scenario underscores the vital role of contact-to-deal associations in a CRM. When you don’t have these associations in place, you can lose significant sales and, worse, lose them to a competitor. What’s more, that loss isn’t the result of an inferior product—it arises solely due to a fragmented sales process caused by unassociated contacts.
This scenario is not at all uncommon. In fact, 44% of businesses report losing over 10% of annual revenue due to low-quality CRM data.
Record association in HubSpot connects related records within your CRM system. This maintains an organized database where contacts are linked to the companies they work for, and both are associated with any deals, tickets, or custom objects. Understanding this web of connections between stakeholders and deals is crucial for effective sales strategies, especially in account-based marketing (ABM).
Let's explore how missing contact-to-deal associations impact your business negatively, then look at how to solve the issue in HubSpot.
In the fast-paced world of sales, the ability to quickly and accurately understand the relationship between contacts and deals is paramount. Missing contact-to-deal associations in your CRM can hurt your sales team's efficiency and your company's bottom line. Missing associations break the single customer view, hurt ABM, and exacerbate any existing data quality issues. Let’s take a closer look at these problems.
Your salespeople rely on having visibility into accounts and deals. Without it, they're flying blind, reducing their odds of closing deals. If there's no single customer view, then you'll run into the following issues:
Missing links between deals and contacts can also hurt your ABM and sales campaigns. For instance, they can lead to:
Murky data muddles deals that would have gone through if your salespeople had the right data at the right time. Instead, they're dealing with problems like:
If you don't remove the hurdles disassociated contacts and deals create, you'll ultimately lose revenue.
According to Gartner, bad data costs companies an average of $12.9 million. This figure reveals poor data quality's significant financial impact on an organization's operations and decision-making processes.
Addressing these issues head-on by ensuring your CRM can handle contact-to-deal associations efficiently safeguards your sales strategies, enhances customer experiences, and protects your bottom line.
Associating contacts to deals in HubSpot maintains a clean and efficient CRM system. It helps your sales team track the players in each deal, ensuring no opportunities slip through the cracks.
Unfortunately, HubSpot doesn't currently support automatic associations between contacts and deals through Workflows. If you’re relying on HubSpot for associations rather than a third-party app, this means you must associate records manually each time a deal is created within HubSpot’s interface. While this is time-consuming, it's essential to keeping your CRM organized and ensuring your sales team has all the necessary information at their fingertips.
Here's a step-by-step guide on how to manually associate contacts to deals in HubSpot:
Start by logging into your HubSpot account. Go to the Sales tab and click on Deals to access your list of deals.
Find the deal you want to associate with a contact. Click on the name of the deal to open the deal record.
Look to the right sidebar in the deal record to see a section that lists associated records, such as contacts, companies, and tickets.
Click on the Add button in the Contacts section of the associations. This will open a search bar where you can look for the contact you want to associate with the deal.
Type the contact's name in the search bar. HubSpot will display a list of contacts matching your search query as you type.
From the search results, click on the contact you wish to associate with the deal. This will add the contact to the deal's associations.
After you select the contact, it will appear in the Contacts section, under associations, in the sidebar in the deal record. Make sure the correct contact has been associated with the deal. There's no need to save your changes; HubSpot will automatically update the deal record with the new association.
Remember, associations in HubSpot are two-way, meaning that once you associate a contact with a deal, the deal will also appear in the contact's record. This ensures sales and marketing teams can see the relationship between contacts and deals.
For a more streamlined process, consider using third-party tools like Insycle, which can automate these associations and save your team valuable time.
Insycle revolutionizes how businesses manage their CRM data within HubSpot by offering an automated, efficient solution for associating contacts with deals. This streamlines your sales process and ensures your team has access to accurate and comprehensive data. Here's a breakdown of how Insycle provides complete control over bulk contact-to-deal associations in HubSpot.
Insycle's standout feature is its ability to create associations between records using any field in your CRM as a matching criterion. This flexibility allows you to tailor associations based on specific business needs, going beyond the default options provided by HubSpot.
So, if your business prioritizes geographical location for sales targeting, Insycle can automatically associate contacts with deals based on matching city fields. This ensures that your sales team can quickly identify and engage with prospects in their designated regions, streamlining the sales process and enhancing targeting precision.
Insycle integrates seamlessly with HubSpot Workflows through its unique Recipe feature. A Recipe is a set of Insycle templates executed in sequence, automating the entire association process.
Say you want to connect contacts with deals based on specific roles, such as "CEO" or "VP of Sales." Insycle allows you to set up a Recipe that automatically associates contacts with these titles to relevant deals. This capability is invaluable for sales teams targeting high-value prospects, ensuring they approach each interaction with the right context.
Mistakes happen, but Insycle ensures they don't stick around for long. It replaces incorrect associations in bulk, keeping your CRM data accurate and reliable.
For instance, imagine your team just wrapped up a major webinar, and you've imported hundreds of new contacts into your CRM. But due to a mix-up, many contacts were associated with deals from a different event. With Insycle, you can quickly filter these contacts by the webinar event field, identify the incorrect associations, and then bulk-update them to associate with the correct deals. This ensures that your sales team has the right context for follow-up conversations.
Insycle doesn't just maintain existing associations; it also identifies and creates missing ones. If a contact is linked to a company that is associated with a deal, but the contact isn't linked to that deal, Insycle will automatically forge the missing link, ensuring no data slips through the cracks.
So, if a batch import mistakenly associates contacts with the wrong deals, Insycle will swiftly correct this by re-associating those contacts with the correct deals based on predefined criteria, such as matching product interest fields. This quick correction prevents confusion and ensures your sales team is working with accurate deal information.
In the world of sales and marketing, your CRM data strategy forms the backbone of your success. Insycle is your trusted resource for navigating the tricky terrain of contact-to-deal associations within HubSpot.
Think of it as setting your CRM on autopilot, turning a process that's usually manual and fraught with errors into something smooth, automatic, and reliable.
This isn't just about saving time (though it does that brilliantly); it's about arming your sales team with accurate and actionable data. That's the edge that separates the top-tier sales teams from the rest.
Insycle makes connections between contacts and deals and tackles every CRM headache you can think of—getting rid of duplicates, cleaning up your data, ensuring everything's standardized, managing data imports, and more.
This keeps your database spotless and efficient, ready to support various tasks and strategies.
Whether you're a revenue operations manager on a mission to streamline your processes or a sales leader looking to boost your team's performance, Insycle is the platform you need. Learn more about how Insycle can help you revolutionize your HubSpot CRM data management.