Parent and Child Account Relationships

Updated by Ole Dallerup

In Customer Relationship Management (CRM) systems like Salesforce or HubSpot, parent-child relationships establish a hierarchical connection between records. This structure mirrors real-world relationships, aiding in data organization and analysis.

A typical example is the Account-Contact relationship:

  • Parent Account: Represents an organization
  • Child Account: Represents an organization associated with the account, like a subsidiary company

This article will describe how Dreamdata manages parent-child relationships in your CRMs.

Parent vs. Child

In Dreamdata, child accounts are not treated differently from their parent account or vice versa.

Any account has a domain/website, contacts, and stage models (opportunities, deals, etc.) associated with it. The parent account will never sum up activity or stage models from the child accounts, and likewise, the child account will not inherit any value from the parent account.

Example:

A Parent Account Enterprise A, with two subsidiaries, Business A and Business B.

  • All three accounts will be visible in all reports within Dreamdata with no restrictions.
  • All three accounts will have the activity based on the contact and domain/website associated with only itself.
  • Dreamdata treats all three accounts like any other account in your CRM. When you look at the customer journey of the account, you won't be able to see if it's a parent or child account.
  • If two or more accounts share a website/domain, Dreamdata will treat them the same as if they did not have a parent-child relationship. In other words, Dreamdata will associate activity from the contacts on each account with the anonymous activities (for example LinkedIn or Website visitors) from the website/domain on both accounts.

Reporting on Parent or Child accounts

Suppose you want to find your parent or child accounts and do reporting based on the property of being a parent/child account. Then, it's possible to pull in either the parent_id (typically a standard field in CRM) or any other relevant field from your CRM.

You can select the fields you want to report on using the CRM fields functionality. When you have pulled in one or more CRM fields, you can field in Dreamdata standard reporting.

Your Data Warehouse will also expose the CRM fields to build advanced reporting.

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