What Association Labels Do
A single deal can associate multiple contacts, each with a different role — decision maker, evaluator, user. Association labels capture the role.
Configuration
Enable per object pair (Contact ↔ Deal, Company ↔ Deal, etc.). Define labels: Primary Contact, Technical Evaluator, Procurement. Apply in record UI.
Reporting
Report on contacts by label per deal. Answers ‘how many deals have an identified decision-maker’. Better than rolling up all contacts generically.
Workflow Triggers
Triggers on label assignment. Notify rep when decision-maker is added. Automate role-specific outreach.
Governance
Define the label taxonomy. Don’t let everyone create labels; you’ll have 40 semi-duplicates. Stewardship matters.