A contact association connects a person with one or more organizations - whether that’s a lead, account, or agency. This association helps link your interactions with the broader business relationship, so activities and opportunities can be tracked accurately.
Here’s why associating contacts matters:
It ties individual activity to company-level performance, strengthening forecasting accuracy.
It ensures your team has visibility into shared relationships, preventing siloed communication.
It reflects the reality that contacts often have multiple affiliations, allowing for smarter selling strategies.
In short, associations make CRM more than a contact list — they transform it into a relationship network.
