Such stakeholders may not be employees of the company in question, but rather important architect database stakeholders in new or existing deals with your company. Their input needs to be taken into consideration to deliver an excellent experience, no matter where they are in the customer journey.
But often, if these associations are not manually created in your CRM, they are forgotten.
This oversight leads to a fragmented communication chain, siloed information, and a trail of missed opportunities for synergy. Without proper company-to-company association, your sales teams must navigate without a complete map, unaware of the full landscape of stakeholder relationships.
It's not just an inconvenience—it's a direct threat to your bottom line. And you're not alone. Nearly 50% of B2B marketers say their biggest challenge is using data to inform decisions and measure performance.
You need a way to associate records between contacts, companies, consultants, vendors, and others. This will open the door to a more strategic, informed approach to sales and marketing, ensuring every engagement is personalized and based on a full understanding of the relationship history. This not only improves efficiency, but also significantly enhances the potential for successful deals.
Let's explore the business impact of missing contact-to-contact associations, look at how to add them in HubSpot, and learn about a better way to create automated associations.
