Recently clients have asked for help managing companies that have multiple brands, subsidiaries or locations.

The answer is parent-child relationships. And it can be a game changer. Here’s why it’s worth setting up…

Just like in real life, relationships in business can get complicated.

A single parent company might have many child companies beneath it, each with their own contacts, deals, and activities.

If you’re not organizing these correctly, you’re likely missing out on valuable context and insights.

𝐖𝐡𝐲 𝐈𝐭 𝐌𝐚𝐭𝐭𝐞𝐫𝐬

With HubSpot’s ability to create parent-child company relationships, businesses can:

• Get a holistic view of enterprise-level accounts
• Easily track interactions across subsidiaries
• Improve reporting by grouping related companies
• Personalize outreach at both the brand and parent-company level

3 𝐓𝐢𝐩𝐬 𝐟𝐨𝐫 𝐒𝐞𝐭𝐭𝐢𝐧𝐠 𝐓𝐡𝐢𝐬 𝐔𝐩 𝐢𝐧 𝐇𝐮𝐛𝐒𝐩𝐨𝐭

1️⃣ 𝘐𝘥𝘦𝘯𝘵𝘪𝘧𝘺 𝘠𝘰𝘶𝘳 𝘏𝘪𝘦𝘳𝘢𝘳𝘤𝘩𝘪𝘦𝘴 𝘌𝘢𝘳𝘭𝘺
Before you start assigning relationships, take a moment to map out your real-world business structures. Whether it’s franchises, regions, or holding companies, getting clarity here saves time later.

2️⃣ 𝘜𝘴𝘦 𝘊𝘶𝘴𝘵𝘰𝘮 𝘗𝘳𝘰𝘱𝘦𝘳𝘵𝘪𝘦𝘴 𝘧𝘰𝘳 𝘈𝘥𝘥𝘦𝘥 𝘋𝘦𝘵𝘢𝘪𝘭
While HubSpot tracks the relationship, create custom properties like “Franchise Region” or “Global Account Owner” to add even more visibility to your structure.

3️⃣ 𝘉𝘶𝘪𝘭𝘥 𝘙𝘦𝘱𝘰𝘳𝘵𝘴 𝘛𝘩𝘢𝘵 𝘙𝘦𝘧𝘭𝘦𝘤𝘵 𝘵𝘩𝘦 𝘉𝘪𝘨 𝘗𝘪𝘤𝘵𝘶𝘳𝘦
Use parent-child filters in reporting to roll up total deal value, activity, and pipeline stages across related companies. This helps with forecasting and strategic planning.

Think of your CRM like a family tree—it works best when the relationships are clear and well-documented. With the right setup, HubSpot’s parent-child structure can help you unlock a deeper understanding of your customer landscape.