The Association Viewer shines in scenarios where understanding relationships quickly is critical to your workflow. These real-world use cases show how different teams leverage the visual graph to work more effectively.
A sales rep is taking over a complex enterprise deal from a colleague who left the company. The deal has multiple stakeholders, several related opportunities, and a long history.
- Clicking through records one-by-one takes 15+ minutes
- Easy to miss key relationships
- Hard to see the big picture
- Risk of forgetting important stakeholders
Open the main deal record
Click "View Associations" in the sidebar
Immediately see all contacts, companies, related deals, and products
Click on key contacts to see their other deals with the company
Identify decision makers and influencers at a glance
Build complete context in under 2 minutes
- 85% time savings on deal context gathering
- Complete stakeholder visibility
- Confident handoff calls with all parties
- No missed relationships or surprises
Sales rep is working with a parent company that has multiple subsidiary companies in HubSpot, each with their own contacts and deals.
- Subsidiary relationships aren't obvious
- Hard to see which contacts work at which companies
- Risk of duplicate outreach across subsidiaries
- No clear view of total account value
Start with the parent company
Fetch all associations
Hide Products and Line Items for clarity
See all subsidiary companies connected
Click on each subsidiary to see their contacts and deals
Map the entire account structure visually
- Complete org chart visibility
- Prevent duplicate outreach
- Coordinate across subsidiaries
- Accurate total account value calculation
Rep wants to understand why they won (or lost) a deal by analyzing similar deals with the same company.
- Finding related deals requires manual search
- Comparing deal attributes takes multiple tabs
- Pattern recognition is difficult
- No visual way to see similarities
Open the closed deal
Click on the associated company
See all other deals with that company
Identify patterns in successful vs failed deals
Note which contacts were involved in wins
Use insights for future deals
- Data-driven deal strategy
- Pattern recognition for wins/losses
- Better stakeholder targeting
- Improved close rates
CS manager needs to review account health across all touchpoints - support tickets, renewal deals, product usage, and contact engagement.
- Information scattered across objects
- No single view of account health
- Time-consuming to gather context
- Hard to spot warning signs
Open the customer company
Fetch all associations
See tickets, deals, contacts, and products in one view
Count open tickets (potential red flags)
Identify contacts with no recent engagement
Spot missing product associations
- Complete account health snapshot
- Early warning for churn risks
- Proactive outreach opportunities
- Better renewal conversations
High-priority ticket gets escalated to senior CS manager who needs immediate context on the customer relationship.
- No time to read full account history
- Need to understand who's involved
- Must see related issues/deals quickly
- Can't afford to miss critical context
Open the escalated ticket
Click "View Associations"
See all associated contacts (who's involved)
See related tickets (pattern of issues)
See active deals (revenue at risk)
Click on contacts to see their other tickets
- Instant escalation context
- Complete stakeholder awareness
- Related issue visibility
- Confident customer conversations
CS managing customers using multiple products needs to understand which contacts own which products.
- Product associations span multiple records
- Hard to see product coverage across contacts
- Difficult to identify upsell opportunities
- No visual way to map product usage
Open customer company
Fetch all associations
See all products and line items
Click on products to see which contacts use them
Identify contacts not using certain products
Map product adoption across the account
- Clear product adoption visibility
- Targeted upsell opportunities
- Better product training targeting
- Improved customer success planning
RevOps team needs to ensure all contacts are properly associated with their companies and deals.
- Manual record review is time-consuming
- Easy to miss orphaned records
- No visual way to spot gaps
- Hard to verify association quality
Spot-check random records using the viewer
Look for isolated contacts (no company association)
Find deals without contact associations
Identify tickets missing company links
Use "GoTo" to fix associations immediately
- Faster data quality audits
- Visual gap identification
- Immediate remediation
- Cleaner CRM data
RevOps suspects duplicate company records based on shared contacts.
- Duplicates have different names, hard to find
- Shared associations indicate duplicates
- Manual search is inefficient
- Risk of data fragmentation
Open suspected duplicate company
See all associated contacts
Click on a contact
See if contact is associated with multiple similar companies
Identify duplicates visually
Use "GoTo" to merge duplicates
- Fast duplicate identification
- Shared association visibility
- Efficient deduplication
- Cleaner account hierarchy
RevOps building a report needs to understand how custom objects relate to standard objects.
- Custom object associations aren't well understood
- Documentation is incomplete
- Need to verify relationship logic
- Can't visualize the data model
Open sample records of each object type
Use the viewer to see actual associations
Document relationship patterns
Verify association labels
Share screenshots with the team
- Clear data model understanding
- Accurate documentation
- Verified relationship logic
- Better reporting accuracy
Support ticket has multiple people involved from the customer's side - original requester, their manager, and a technical contact.
- Need to notify all stakeholders
- Hard to see who's involved
- Easy to miss key contacts
- No central view of participants
Open the support ticket
See all associated contacts
Identify roles (requester, CC'd parties, escalation contacts)
Use "GoTo" to review each contact
Ensure all parties are updated
- Complete stakeholder visibility
- No missed notifications
- Better customer communication
- Faster resolution times
Support agent sees a new ticket and wants to check if the customer has reported similar issues before.
- Searching tickets is slow
- Hard to identify patterns
- Related issues might involve different contacts
- No visual way to see ticket history
Open the new ticket
See all associated contacts
Click on contacts to see their other tickets
Identify similar past issues
Review resolutions from previous tickets
- Faster ticket resolution
- Pattern recognition for recurring issues
- Better knowledge base utilization
- Improved customer experience
Major product issue affects multiple contacts at a customer company, each opening their own ticket.
- Tickets appear unrelated in ticket queue
- Each agent working in isolation
- Risk of duplicate work
- No coordination across tickets
Open any related ticket
See it's associated with a company
Click on the company
See all open tickets from that company
Recognize it's the same issue
Coordinate response across agents
- Unified incident response
- No duplicate work
- Coordinated customer communication
- Faster resolution
New sales rep needs to understand account structure and stakeholder relationships before their first customer call.
- Overwhelming amount of CRM data
- Hard to visualize relationships
- Text-based records are confusing
- No intuitive way to explore
Manager walks through accounts using the viewer
Visual graph makes relationships obvious
Rep can explore by clicking nodes
Pattern recognition happens naturally
Understanding accelerates dramatically
- Faster rep onboarding
- Better account understanding
- More confident first calls
- Visual learning reinforcement
Senior rep handing off accounts to new team member needs to transfer knowledge quickly.
- Too much context to explain verbally
- Written documentation takes hours
- Hard to capture relationship nuances
- New rep forgets details
Open each key account in the viewer
Screenshot the graph for documentation
Annotate key relationships
Walk through visually during handoff
New rep can explore independently
- Visual handoff documentation
- Complete knowledge transfer
- Self-service exploration tool
- Smooth account transitions
Marketing building an ABM campaign needs to identify all contacts at target accounts.
- Multiple contacts at each company
- Need to segment by role
- Hard to see complete contact list
- Risk of missing stakeholders
Open target company
See all associated contacts
Identify decision makers vs influencers
Build targeted contact lists
Ensure complete coverage
- Complete contact targeting
- Role-based segmentation
- No missed stakeholders
- Effective ABM campaigns
Marketing analyzing which contacts at a company engaged with campaigns and whether they influenced deals.
- Engagement data is in marketing tool
- Deal data is in CRM
- Hard to connect the dots
- No visual way to see influence
Open the company or deal
See all associated contacts
Identify which contacts are engaged
See if engaged contacts are on the deal
Measure campaign influence
- Clear campaign influence
- Attribution visibility
- Better ROI measurement
- Data-driven campaign optimization
- Start every deal review with the Association Viewer
- Use it for pre-call research (2 minutes vs 15 minutes)
- Screenshot complex accounts for team collaboration
- Check before reaching out to avoid duplicate contact
- Weekly account health checks using the viewer
- Escalation context gathering in under 1 minute
- Product adoption mapping across contacts
- Proactive churn risk identification
- Open every ticket in the viewer first
- Check for related tickets immediately
- Identify all stakeholders before responding
- Spot patterns in repeat issues
- Monthly data quality spot checks
- Duplicate detection during cleanup
- Association rule verification
- Data model documentation
- Account reviews with the team
- Territory planning and assignment
- Deal coaching using visual context
- Onboarding new team members
- Open a record, fetch all associations
- Get complete context instantly
- Most common use case
- Click node to node exploring connections
- Follow stakeholder networks
- Discover hidden relationships
- Hide irrelevant object types
- Focus on what matters
- Custom view for each use case
- Visual documentation
- Team collaboration
- Client presentations
- Account planning
Teams using Association Viewer report:
- on context gathering
- deal handoffs
- stakeholder mapping
- missed relationships
- onboarding time
If you have questions or want to share your use cases: