Automatically associate a lead with a deal already associated to a company

[MColombo]

Good morning to all,

We have an integration with our ERP software so that every time an offer is made on the ERP, the integration automatically generates an equivalent deal on Hubspot associated with a contact and a company. As we are starting to use the sales section and therefore the "lead" object (specifically, we create leads from the companies), I would like to know if it is possible to create a workflow that has a similar structure:

1. Check every deal created

2. If you see that the company associated with the deal also has an associate lead, then associate the deal with the lead as well.

Is that a viable option? If not, is there a workaround for not doing this operation manually every time?

Thank you so much!

[Wesimplifi_ · Accepted solution]

Right now, HubSpot doesn’t let you automatically associate a lead with a deal via workflows, even if they share the same company. Unfortunately, the workflows tool can’t dynamically connect two existing records (like a lead and a deal) just because they’re both tied to the same company so limitation a lot of us in the community have bumped into. There’s an open idea request about this here: Associate Records in Workflow – HubSpot Community

That said, you do have a few workarounds:

1. Custom solution using the HubSpot API
If you’ve got dev resources or a HubSpot partner, you can build a script that checks for new deals, finds the associated company, looks for any leads tied to that company, and then links them. It’s extra work upfront but will save time in the long run.

2. Use a tool like Make (Integromat) or Zapier
These tools can listen for new deals being created and run logic to find and associate related records. Still not perfect out of the box, but definitely less custom coding than a full API setup.

3. Manual for now
Sadly, the fallback if you don’t have tech support is to associate leads manually. If it’s just a few a day, this might still be manageable while we wait for HubSpot to (hopefully) give us more flexibility here.

Hope this helps, and you’re not alone this is one of those “Why doesn’t HubSpot do this already?” kind of features. Definitely worth upvoting that idea thread too.