Link a Company to Any Deal or Record You Track
Companies can now be linked directly to opportunities and to custom objects, not just to contacts. If you sell to businesses rather than individuals, your CRM can finally show which company a deal belongs to, and which company owns each vehicle, property or policy you track.
What can I link a company to now?
You can associate a company with an opportunity and with any custom object you have set up. The link works in both directions, so you can open a company and see its deals, or open a deal and see the company behind it.
Can one company be linked to several records?
Yes. One-to-one, one-to-many and many-to-many relationships are all supported. A single company can hold many open deals, and a record can be tied to more than one company where that reflects reality.
Where do I see these links day to day?
Associated records appear inside the record view and in list views, so you get the company context while you are scanning your pipeline rather than only after opening each deal.
How do I set this up?
- Go to Object, then Companies, then Associations.
- Click Create association and define the relationship between companies and the object you want to link them to.
- Open any opportunity or custom object record and go to its Associations section.
- Select Add Company and choose the company.
- Update or remove the association later from the same panel.
Why is this worth doing?
It gives you reporting and segmentation that match how business-to-business sales actually run. You can group revenue by company across several deals, and filter lists by company attributes instead of tagging contacts by hand.
Do I need to switch anything on first?
Yes. This is released through Labs, so switch it on in your account's Labs settings before the Associations options appear.
You will find this under Object, then Companies, then Associations, once it is enabled in Labs.
This update was originally released in March 2026. Menu locations may have changed since.
