Managing Complex Relationship models in Microsoft Dynamics CRM, Part 2

In part one of this article, we examined how Microsoft Dynamics CRM can be used to manage relationships beyond those that are supported through standard capabilities.  We looked at different options for dealing with the details of a household or family structure, and examined the relationship model between Accounts, Contacts, and Leads.

In this second part, we look at ways that Contacts with links to multiple Accounts can be handled.

Scenario 2:  Contacts with multiple (active) links to Accounts

Out of the box, a Contact in Dynamics CRM can only have one link to an Account. It does not allow linking a Contact to multiple Accounts. As a result, a Contact is only linked to an Account once and the roll up of activities at parent level will only occur for the one Account to which that Contact is linked.

There are several scenarios in which a Contact might have active links with multiple companies, for instance:

• Person owning / managing multiple companies
• Person advising / consulting for multiple companies
• Person having multiple jobs

Dynamics CRM allows a Contact to have multiple connections. This make it possible to link a contact to multiple Accounts, and it is possible to specify the roles to which the contact is connected. One big drawback is that it is not possible link related information to these connections.  Also the roll up of activities does not apply at the connection level; there is no link between connections and activities.

There are several options to deal with these issues.

Option 1: (Mis)Use Lead entities to  link a contact to multiple companies