Associate Opportunities, Companies, and Custom Objects

Real business relationships are rarely just "a contact and a deal." Associations let you connect Opportunities, Companies, and Custom Objects to each other directly, so your CRM can reflect how those things actually relate in your business.

What you can connect

• Opportunities ↔ Custom Objects
• Companies ↔ Custom Objects
• Companies ↔ Opportunities

Each relationship can be one-to-one, one-to-many, many-to-one, or many-to-many, depending on how that connection actually works for your business.

Creating an association

1. Go to Settings → Objects, and open the object you want to configure.
2. Click the Associations tab.
3. Click Create Association.
4. Choose the object type you're connecting it to.
5. Name the association — a single label (like "Deal") or a paired label for each direction (like "Buyer ↔ Seller").
6. Choose the relationship type (one-to-one, one-to-many, or many-to-many).
7. Optionally set a record limit, up to 1,000.
8. Save.

Using an association day to day

• From an Opportunity — open it, go to Associated Objects, click + Associate, and select a Company or Custom Object to link.
• From a Company — open its Associations/Related Objects section to link Opportunities or Custom Objects.
• From a Custom Object — add associated Opportunities or Companies the same way.

Why this matters

Instead of scattering related information across disconnected records, associations give you a real, navigable picture of how your opportunities, companies, and custom data connect — a genuine 360° view rather than a set of separate lists you have to mentally piece together.