30.10.2020

HubSpot Implementations

How to create parent-child companies in HubSpot

4 min read

Matthew

HubSpot’s parent-child feature makes it simple to create CRM connections between businesses and their various franchises and subsidiaries. In this blog post, Scott Murcott, Copywriter at Huble Digital, runs through how to easily use this feature in your CRM and how it helps both marketing and sales to stay relevant.

Marketers and salespeople have segmentation and cross-channel personalisation down to a fine art: behind every communication is a considered effort that caters to customer needs, wherever they are in the buyer’s journey. In short, to service both prospects and clients effectively, we need to be relevant.

So why should it be any different with huge multinational companies and their subsidiaries?

Servicing parent-child companies requires a nuanced approach

Though they sport the same branding and follow overarching business guidelines, each subsidiary company of a larger enterprise will have developed its own distinctive culture and operational quirks. After all, what works in one country or market won’t necessarily hit the target in another. 

For example, a franchise car dealership close to a neighbourhood in a popular school catchment area will have curated a product portfolio for their clientele. To bolster the product offering, brand messaging and marketing communications would target young parents and families instead of gearheads and sportscar enthusiasts. Think more spacious SUVs and less fuel-guzzling Maseratis!

Since the area is popular with parents in their 20s and 30s, the dealership could also look into electric vehicles to tap into the younger generation’s ecological stance.

What does this mean for marketers and salespeople?

An enterprise-level business can have a large client database spread across various locations, with different subsidiaries responsible for servicing certain audience segments. 

It’s critical for agencies that manage enterprise CRMs to understand how subsidiaries relate to one another, who works with who, and how each location’s goals feed into the bigger business picture. They also need to know what each location excels at, and who their specific clientele are.

In short, marketers and salespeople must familiarise themselves with a complex organisational network to form meaningful relationships that generate sales.

Connecting the dots with HubSpot’s parent-child relationship feature

Thankfully, HubSpot’s parent-child feature makes it simple to create CRM connections between businesses and their various franchises and subsidiaries.

Here’s how:

Step 1: Add a parent or child company to an existing company record by navigating to Contacts > Companies in your HubSpot account.

Step 2: Select the name of the company you want to create a parent-child relationship for.

Step 3: Click Add parent company or Add child company in the Related companies section in the right panel.

Screenshot 2020-10-26 at 12.48.56

Step 4A: If you chose Add parent company, search for the company you want to add and click Select.

Step 4B: If you chose Add child company, search and click on the checkbox(es) of child companies in the existing company record. Once you've chosen all of the child companies in the existing company record, click Done. You’ll now see all of the child companies in the right panel, under Related companies

You can create multiple levels of parent-child relationships. However, only the immediate parent and child companies of the record you are on will appear in the related companies section. Every parent company can have up to 10,000 associated child companies, but a child company can only be associated with one parent company.

For more information on creating parent-child companies in HubSpot, check out the FAQ page.

Intrigued by HubSpot’s multi-level parent-child management?

HubSpot’s parent-child feature is an exceptional tool for marketers and salespeople, but it’s only one facet of what the platform can offer in terms of enterprise company CRM management. 

HubSpot's Growth Suite is the full marketing, sales and service package, giving enterprise-level companies full visibility of their various subsidiaries and their activities. We’d like to help you harness it.

To learn how we can help you build closer relationships with your customers using the HubSpot Platform, check out our sales & CRM consulting services.

Transform your front office with HubSpot & Huble.

Considering HubSpot? Discover how we help large businesses implement and optimize HubSpot across marketing, sales, and service to streamline operations, unify data, and drive innovation.

Latest Insights

HubSpot Implementations

9 min read

How should enterprises evaluate a HubSpot implementation partner?

Evaluate HubSpot partners using a comprehensive scorecard to ensure depth, governance, and global capability.

Read more

HubSpot Implementations

7 min read

HubSpot Inbound 2025: Key Product Updates for AI, Data Hub, and CRM

Discover how HubSpot’s 2025 updates—AI agents, Data Hub, CRM, Marketing Studio, and CPQ—help enterprises unify data, scale AI, and grow with confidence.

Read more

HubSpot Implementations

7 min read

Post-M&A CRM Consolidation: How Huble Delivers a Unified HubSpot Experience

M&A success depends on unified systems. See how HubSpot and Huble deliver Day 1 readiness, dual compliance, and long-term growth across regions.

Read more

HubSpot Implementations

8 min read

Why Global Enterprises Choose Huble as Their HubSpot Partner

Discover how Huble helps enterprises achieve growth and long-term results as a trusted HubSpot Partner.

Read more

AI Solutions

7 min read

Plug In and Power Up: 10 AI Use Cases Enabled by MCP in HubSpot

Discover 10 powerful MCP use cases that connect AI models to HubSpot CRM for smarter sales, service, and marketing automation.

Read more

Marketing & Creative

10 min read

10 pitfalls to avoid when migrating from Salesforce to Hubspot

Discover how businesses can successfully migrate from Salesforce to HubSpot with Huble’s proven strategy, support, and migration expertise.

Read more

Marketing & Creative

5 min read

What HubSpot users get wrong about AI and data readiness

Most HubSpot users aren’t AI-ready due to fragmented data. Discover how Huble helps unify your data and turn AI ambition into real business results.

Read more

HubSpot Implementations

12 min read

5 workflows for successful lead management in HubSpot

How can you ensure successful lead management with HubSpot? Easy - with workflows. Find out what workflows you need and how to set them up.

Read more

Marketing & Creative

5 min read

The Website for One: Why your data needs to work before your AI does

Learn how to unify and clean data across HubSpot and Amplitude to improve CRM accuracy and drive smarter customer engagement.

Read more

Websites & Portals

10 min read

Overcome poorly built websites: how to fix and optimize your CMS

Struggling with a complex, outdated website? Discover how to fix broken foundations, streamline your CMS, and unlock faster, smarter digital execution.

Read more