Keeping your CRM organized can be time-consuming when you have to manually connect related records. This workflow action helps your business automatically link contacts, companies, opportunities, and custom records based on matching details, so your team can spend less time on cleanup and more time following up with the right people.

📌 Why This Matters

When records are properly connected, your CRM becomes much more useful. It’s easier to see relationships between people, businesses, deals, and custom records, and that means fewer missed details, less duplicate work, and better follow-up. Instead of updating associations one by one, you can let the system match records for you using the rules you set.

✨ What’s New

• Match records using filters: Find related records based on one or more field values.
• Use record details dynamically: Pull information from the current record into your matching rules.
• Choose how matches are handled: Associate the earliest created record, latest created record, or all matching records.
• Apply association labels: Keep relationships organized when labels are needed.
• Connect different record types: Create associations between contacts, companies, opportunities, and custom objects.

🛠️ How to Use It

1. Step 1: Add the Associate Records action to a workflow for a contact, company, or custom record.
2. Step 2: Choose the type of record you want the workflow to find and connect.
3. Step 3: Set one or more filters to identify matching records based on shared details.
4. Step 4: Decide whether the workflow should associate the earliest match, the latest match, or every matching record.
5. Step 5: Select an association label if your setup uses labels for record relationships.
6. Step 6: Save and publish the workflow so associations happen automatically going forward.

If you use more than one filter, a record must meet all conditions to be associated.

💡 Pro Tip

Use this feature to connect leads, deals, or service records automatically so your team can respond faster and close more revenue opportunities without wasting time on manual CRM updates.