Yes!!! This is one thing that is causing us to miss leads since we have follow up workflows based on association labels and our sales team isn’t the best about setting them (even when we assign them tasks). Cannot wait for this update!
This would definitely be great to have. Commenting to follow the thread.
January update:
Hi everyone,
The team has been hard at work for the past few weeks as we finish up work on the beta for our Data access feature (needed for us to start work on the Associations action within Workflows). Know that we’re monitoring this thread on a weekly basis (or even daily) so as soon as that beta is ready to open, I’ll post a link for those that want to join. We’ve had positive feedback from our preliminary alpha testing so we expect the beta to go by quickly, meaning even if you don’t join this beta you’ll have access to the new Data feature shortly after.
Depending on the amount of feedback we get during this phase we’ll start to form (finally) a timeline for the Association feature everyone in this thread has been asking for.
Thanks for all the support and stay tuned.
That’s great news!!
Can’t wait!
Fantastic news 
Great news
Awesome, looking forward to the beta!
Awesome news @zeke ! Thanks so much for the update! Looking forward to the beta when it’s released!
Thanks for the update - very excited about this release!
Sign me up asap, please!
Thanks for the update. This is critical to our workflow strategies.
We would love this!
I’m definitely interested in a beta when available.
Hi @NicoleSengers,
Thank you for submitting this, this is definitely a huge need, as you can see by the interest that this thread and quite a few others.
Insycle (full disclosure, I work there) allows you to associate in Workflows, including setting multiple association labels and child-parent associations. That way, you can ensure contacts and companies are properly associated immediately after your data hits HubSpot CRM and before your first marketing communications go out.
Additionally, for records that are incorrectly associated, Insycle has the “Set” feature which essentially lets you overwrite existing associations with new ones in a single step. Without this feature, fixing errantly associated records is a multi-step process.
Hope that’s helpful!
Best,
Ryan
This enhancement would be a drastic improvement for our HubSpot processes and integration. Please let us know on timing.
This would be awesome. It is really needed to make processes across multiple departments a lot less manual.
Though the associations label provide some great visuals for understanding relationships better across our customers, partners etc… Operationally this feature doesn’t really provide much outside of filtering reports which without any automation functionality available in workflows makes actual adoption of the lables difficult which in turn doesn’t make the report capiblities all that useful.
The whole point of going through the process of labeling assocations, which is quite a tedious process at scale, is ultimately pointless without any workflow capibilites to go along with it. If I wanted to label a contact on a customer for support to shoot off a welcome email with support info and login info for the portal, then I just need to use a property at that point.
Additionally we also use a custom object for subscriptions that is created at closed won on a deal. I can copy their assocation but not the labels which makes the above use case and many others not possible, so why go through the process of labeling when properties need to be used anyways?
We’re running into this issue as well and would appreciate this functionality.
Following for updates – we also urgently need the feature to set associations through Worfklows. Would be excited to be part of a Beta test!
Would this function also allow Active lists based on association labels? i.e. I want a list of all Primary Contacts. And I want to automatically mark those Primary Contacts as Marketing Contacts (or remove Marketing Contact status from those who aren’t).