Companies aren't just a place to store B2B account data, they can also drive automation and connect to the rest of your CRM through associations and dedicated workflow triggers.
Company-based workflows let you build automations that trigger directly off Company records, not just Contacts or Opportunities. For example, a workflow can fire when a new Company is created, when a Company field changes, or when a Company is associated with a new Opportunity, letting you automate onboarding tasks, internal notifications, or follow-up sequences at the account level instead of per contact.
Associations let you connect a Company to other records in your CRM, Contacts, Opportunities, and Custom Objects, so relationships are explicit and reusable. A Company can be linked to every contact who works there, every deal in progress with that account, and any custom records relevant to the relationship, such as a contract or a piece of equipment.
Once set up, these associations and triggers appear throughout the platform: on a Company's detail page you can see every related record in one place, and in Workflow Builder you can use Company fields as conditions or personalize messages with Company data such as the business name or account owner.
To use these features, open a Company record to manage its associations, or add a Company trigger when building a new workflow.