Allow Contacts to have Deal Roles

When we have multiple contacts on a specific deal in the CRM, it would be great to assign roles to each. This could be a standard "deal role" dropdown field/property. So I can pick "Champion" or "Decision Maker" or whatever.


Or if you are dealing with an Agency, who has contacts on both sides of a transaction, could be "Buyer" and "Seller" or "Seller's Agent" and "Buyer's Agent."


With only a few deals or a few contacts on a deal, this is not a problem, but in larger, more complicated transactions, there may be many different types of contacts. Attorneys, agents, lenders, investors, and more...

HubSpot updates
13 Replies
New Contributor

It would be great if Hubspot added a "role" between the "contact" to "deal" such as "sales manager" or "Project Lead" as many times different contacts will be associated to a deal and may not have a constant role to all deals.  If role was always constant then "Sales Manager" could reside in the "contact" field but not always the case.


Please vote "YES" we really need this functionality for our use!!!


thank you,

New Contributor

any traction on this??

HubSpot Employee
HubSpot Employee

Another closely related idea would be on the company object which would be the ability to pin the most important 5 contacts for the company (contact roles).  

New Contributor

I have let HS know that without this feature, we can not use this product.   This is super important to us.


HS--please implement this small change--please


We need this too and the number of actions that could be opened from that is immense. I think for this feature, the number of upvotes does not reflect the importance as few users understand what they need boils down to this.


In our use case, a contact has a different role depending on the deal. In the meantime, we have added a role property on the contact, that contains all the roles this contact may have. But with this, we don't know which role is having contact A on deal X, and which role is having contact A on deal Y. We just know contact A has two roles.


Today, the association between contacts and deals is "many-to-many", which in database design is not always best. Hubspot needs a junction table in between deals and contacts, and that table would contain the role. Admin should be able to decide if a deal can have one unique role A or many role A, depending on the pipeline. 


A few things that could be done once this is implemented:

1/ Run report based on associations, which is not possible today. Example: show me all deals that have contact A as decision maker.

2/ In deal workflow, after deal is moved to stage ABC, send an email to the decision maker (instead of "all contacts" as it is today).


Regular Contributor

+1 for Contact Roles within Deals


Like others have mentioned, our "deals" involve multiple contacts. Even our most basic jobs have the following:


  • Sell To contact
  • Designer (and this may be in-house or at the client, or a 3-rd party, or even a collaboration w multiple designers)
  • Bill To contact (the "customer" as far as our accountant is concerned)
  • Ship To contact
  • End Client (Who the job is actually for. Often this is the client of our client.)

This list can go on and varies from job to job.

And in addition to these roles, there are often other contacts involved, such as the Construction Contractor, Architect, Engineer, A/V designer.


It would be tremendously helpful to have fields for each role that can be filled with a Contact from a drop-down menu.



Regular Contributor

Though this is a very import feature but I don't think HubSpot can implement this in the near future unelss it changed it's system structure fundamentally.


The core reason is becasue you can not create customized object like you do in Salesforece. To specify a contact role to each contact on each opportunity will require a many-to-many relationship, that means you need to have a another tab besides the Contact, Company, Deal and Ticket tab. The new tab will be worked as a configuration table in which you can specify each contact a role for each opportunity. 


Right now HubSpot doesn't have the ability to do that. All properties have to leave in their only tab and cannot be referenced across objects, and you cannot create customized objects.


I'm not positive on this one.

Top Contributor

I'm looking for a way to have a form where you map different contacts to their roles in the buying process as described in Hubspot's article  here 

Hubspot let you attach contacts to a deal, I would like to be able to set their role in the buying decision. 

I know I can do it in each contact's record using custom property, but this will not be very friendly to use and it is really tied to the role a contact plays in a deal.

It is part of our basic qualification to be able to identify multiple people related to the deal and we can't seem to be able to do it in Hubspot

New Contributor

This is definitely needed.


Contact Roles on Deals are necessary for B2B sales managers.

Regular Contributor

This is super important.


Apart from the Champion, Decision Maker.... roles that others have already mentioned, we'd also like to see an Accounting/Billing role and a Technical role.