Association Viewer Use Cases

Overview

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.

Sales Teams

Understanding Deal Ecosystems

Scenario: 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.

Challenge:

• 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

How Association Viewer Helps:

1. Open the main deal record
2. Click “View Associations” in the sidebar
3. Immediately see all contacts, companies, related deals, and products
4. Click on key contacts to see their other deals with the company
5. Identify decision makers and influencers at a glance
6. Build complete context in under 2 minutes

Result:

• 85% time savings on deal context gathering
• Complete stakeholder visibility
• Confident handoff calls with all parties
• No missed relationships or surprises

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Multi-Company Account Mapping

Scenario: Sales rep is working with a parent company that has multiple subsidiary companies in HubSpot, each with their own contacts and deals.

Challenge:

• 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

How Association Viewer Helps:

1. Start with the parent company
2. Fetch all associations
3. Hide Products and Line Items for clarity
4. See all subsidiary companies connected
5. Click on each subsidiary to see their contacts and deals
6. Map the entire account structure visually

Result:

• Complete org chart visibility
• Prevent duplicate outreach
• Coordinate across subsidiaries
• Accurate total account value calculation

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Competitive Deal Analysis

Scenario: Rep wants to understand why they won (or lost) a deal by analyzing similar deals with the same company.

Challenge:

• Finding related deals requires manual search
• Comparing deal attributes takes multiple tabs
• Pattern recognition is difficult
• No visual way to see similarities

How Association Viewer Helps:

1. Open the closed deal
2. Click on the associated company
3. See all other deals with that company
4. Identify patterns in successful vs failed deals
5. Note which contacts were involved in wins
6. Use insights for future deals

Result:

• Data-driven deal strategy
• Pattern recognition for wins/losses
• Better stakeholder targeting
• Improved close rates

Customer Success

Account Health Checks

Scenario: CS manager needs to review account health across all touchpoints - support tickets, renewal deals, product usage, and contact engagement.

Challenge:

• Information scattered across objects
• No single view of account health
• Time-consuming to gather context
• Hard to spot warning signs

How Association Viewer Helps:

1. Open the customer company
2. Fetch all associations
3. See tickets, deals, contacts, and products in one view
4. Count open tickets (potential red flags)
5. Identify contacts with no recent engagement
6. Spot missing product associations

Result:

• Complete account health snapshot
• Early warning for churn risks
• Proactive outreach opportunities
• Better renewal conversations

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Escalation Context

Scenario: High-priority ticket gets escalated to senior CS manager who needs immediate context on the customer relationship.

Challenge:

• 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

How Association Viewer Helps:

1. Open the escalated ticket
2. Click “View Associations”
3. See all associated contacts (who’s involved)
4. See related tickets (pattern of issues)
5. See active deals (revenue at risk)
6. Click on contacts to see their other tickets

Result:

• Instant escalation context
• Complete stakeholder awareness
• Related issue visibility
• Confident customer conversations

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Multi-Product Customer Management

Scenario: CS managing customers using multiple products needs to understand which contacts own which products.

Challenge:

• Product associations span multiple records
• Hard to see product coverage across contacts
• Difficult to identify upsell opportunities
• No visual way to map product usage

How Association Viewer Helps:

1. Open customer company
2. Fetch all associations
3. See all products and line items
4. Click on products to see which contacts use them
5. Identify contacts not using certain products
6. Map product adoption across the account

Result:

• Clear product adoption visibility
• Targeted upsell opportunities
• Better product training targeting
• Improved customer success planning

RevOps & Data Quality

Association Audit

Scenario: RevOps team needs to ensure all contacts are properly associated with their companies and deals.

Challenge:

• Manual record review is time-consuming
• Easy to miss orphaned records
• No visual way to spot gaps
• Hard to verify association quality

How Association Viewer Helps:

1. Spot-check random records using the viewer
2. Look for isolated contacts (no company association)
3. Find deals without contact associations
4. Identify tickets missing company links
5. Use “GoTo” to fix associations immediately

Result:

• Faster data quality audits
• Visual gap identification
• Immediate remediation
• Cleaner CRM data

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Duplicate Record Detection

Scenario: RevOps suspects duplicate company records based on shared contacts.

Challenge:

• Duplicates have different names, hard to find
• Shared associations indicate duplicates
• Manual search is inefficient
• Risk of data fragmentation

How Association Viewer Helps:

1. Open suspected duplicate company
2. See all associated contacts
3. Click on a contact
4. See if contact is associated with multiple similar companies
5. Identify duplicates visually
6. Use “GoTo” to merge duplicates

Result:

• Fast duplicate identification
• Shared association visibility
• Efficient deduplication
• Cleaner account hierarchy

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Complex Object Relationship Mapping

Scenario: RevOps building a report needs to understand how custom objects relate to standard objects.

Challenge:

• Custom object associations aren’t well understood
• Documentation is incomplete
• Need to verify relationship logic
• Can’t visualize the data model

How Association Viewer Helps:

1. Open sample records of each object type
2. Use the viewer to see actual associations
3. Document relationship patterns
4. Verify association labels
5. Share screenshots with the team

Result:

• Clear data model understanding
• Accurate documentation
• Verified relationship logic
• Better reporting accuracy

Support Teams

Multi-Contact Ticket Management

Scenario: Support ticket has multiple people involved from the customer’s side - original requester, their manager, and a technical contact.

Challenge:

• Need to notify all stakeholders
• Hard to see who’s involved
• Easy to miss key contacts
• No central view of participants

How Association Viewer Helps:

1. Open the support ticket
2. See all associated contacts
3. Identify roles (requester, CC’d parties, escalation contacts)
4. Use “GoTo” to review each contact
5. Ensure all parties are updated

Result:

• Complete stakeholder visibility
• No missed notifications
• Better customer communication
• Faster resolution times

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Related Ticket Pattern Recognition

Scenario: Support agent sees a new ticket and wants to check if the customer has reported similar issues before.

Challenge:

• Searching tickets is slow
• Hard to identify patterns
• Related issues might involve different contacts
• No visual way to see ticket history

How Association Viewer Helps:

1. Open the new ticket
2. See all associated contacts
3. Click on contacts to see their other tickets
4. Identify similar past issues
5. Review resolutions from previous tickets

Result:

• Faster ticket resolution
• Pattern recognition for recurring issues
• Better knowledge base utilization
• Improved customer experience

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Company-Wide Issue Tracking

Scenario: Major product issue affects multiple contacts at a customer company, each opening their own ticket.

Challenge:

• Tickets appear unrelated in ticket queue
• Each agent working in isolation
• Risk of duplicate work
• No coordination across tickets

How Association Viewer Helps:

1. Open any related ticket
2. See it’s associated with a company
3. Click on the company
4. See all open tickets from that company
5. Recognize it’s the same issue
6. Coordinate response across agents

Result:

• Unified incident response
• No duplicate work
• Coordinated customer communication
• Faster resolution

Onboarding & Training

New Rep Training

Scenario: New sales rep needs to understand account structure and stakeholder relationships before their first customer call.

Challenge:

• Overwhelming amount of CRM data
• Hard to visualize relationships
• Text-based records are confusing
• No intuitive way to explore

How Association Viewer Helps:

1. Manager walks through accounts using the viewer
2. Visual graph makes relationships obvious
3. Rep can explore by clicking nodes
4. Pattern recognition happens naturally
5. Understanding accelerates dramatically

Result:

• Faster rep onboarding
• Better account understanding
• More confident first calls
• Visual learning reinforcement

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Account Handoff Documentation

Scenario: Senior rep handing off accounts to new team member needs to transfer knowledge quickly.

Challenge:

• Too much context to explain verbally
• Written documentation takes hours
• Hard to capture relationship nuances
• New rep forgets details

How Association Viewer Helps:

1. Open each key account in the viewer
2. Screenshot the graph for documentation
3. Annotate key relationships
4. Walk through visually during handoff
5. New rep can explore independently

Result:

• Visual handoff documentation
• Complete knowledge transfer
• Self-service exploration tool
• Smooth account transitions

Marketing & Campaigns

Account-Based Marketing Targeting

Scenario: Marketing building an ABM campaign needs to identify all contacts at target accounts.

Challenge:

• Multiple contacts at each company
• Need to segment by role
• Hard to see complete contact list
• Risk of missing stakeholders

How Association Viewer Helps:

1. Open target company
2. See all associated contacts
3. Identify decision makers vs influencers
4. Build targeted contact lists
5. Ensure complete coverage

Result:

• Complete contact targeting
• Role-based segmentation
• No missed stakeholders
• Effective ABM campaigns

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Campaign Performance Analysis

Scenario: Marketing analyzing which contacts at a company engaged with campaigns and whether they influenced deals.

Challenge:

• Engagement data is in marketing tool
• Deal data is in CRM
• Hard to connect the dots
• No visual way to see influence

How Association Viewer Helps:

1. Open the company or deal
2. See all associated contacts
3. Identify which contacts are engaged
4. See if engaged contacts are on the deal
5. Measure campaign influence

Result:

• Clear campaign influence
• Attribution visibility
• Better ROI measurement
• Data-driven campaign optimization

Best Practices by Role

For Sales Reps

• 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

For Customer Success

• Weekly account health checks using the viewer
• Escalation context gathering in under 1 minute
• Product adoption mapping across contacts
• Proactive churn risk identification

For Support Agents

• Open every ticket in the viewer first
• Check for related tickets immediately
• Identify all stakeholders before responding
• Spot patterns in repeat issues

For RevOps

• Monthly data quality spot checks
• Duplicate detection during cleanup
• Association rule verification
• Data model documentation

For Managers

• Account reviews with the team
• Territory planning and assignment
• Deal coaching using visual context
• Onboarding new team members

Common Patterns

The “Everything Connected to This”

• Open a record, fetch all associations
• Get complete context instantly
• Most common use case

The “Hop Through Relationships”

• Click node to node exploring connections
• Follow stakeholder networks
• Discover hidden relationships

The “Clean View Filter”

• Hide irrelevant object types
• Focus on what matters
• Custom view for each use case

The “Screenshot & Share”

• Visual documentation
• Team collaboration
• Client presentations
• Account planning

Measuring Impact

Teams using Association Viewer report:

• 85% time savings on context gathering
• 50% faster deal handoffs
• 3x more complete stakeholder mapping
• Near zero missed relationships
• Dramatically improved onboarding time

Getting Help

If you have questions or want to share your use cases:

• Email: contact@daeda.tech