Contact - Why Is Managing Relationship Strength Important?

What Is Relationship Strength?

Relationship Strength is a field on the Contact record that reflects how well your team knows and engages with that individual.
It helps you track trust, responsiveness, and relationship depth — all critical for driving deals, renewals, and retention.

There are four options:

• 🟢 Strong – Trusted, responsive relationship. This contact is engaged and supports momentum.

• 🟠 Neutral – Some contact, but not consistent or deep. Engagement may be surface-level or unclear.

• 🔴 Weak – Little or no relationship. The contact may be disengaged, unknown, or not responding.

• ⚪ Unknown – Relationship status hasn’t been assessed yet (default for new or legacy contacts).

Why Is This Important?

Improves Stakeholder Visibility

Quickly see who your champions are — and where you’re exposed.

Feeds Account-Level Insights

This field powers the Engagement Strength Distribution chart in the CRM tab, showing how well the Account is covered overall.

Supports Deal and Renewal Planning

You can’t close what you can’t connect with. Relationship Strength helps surface risks before they impact outcomes.

Aligns Sales and Success Teams

Everyone can see which contacts are strong allies and which need outreach — no need to guess or assume.

When Should I Update It?

• After a call, meeting, or major interaction

• When a contact changes role or behaviour

• During Account planning or QBR prep

• When inheriting an Account from another rep

Keep it real — this field is most useful when it reflects actual engagement, not assumptions.

How Do I Set It?

1. Go to the Contact record

2. Locate the Relationship Strength field

3. Choose from:

   • 🟢 Strong

   • 🟠 Neutral

   • 🔴 Weak

   • ⚪ Unknown

Your choice will be reflected in both the record and account-level dashboards.

Tip - Combine this with the Contact Persona field (e.g. Decision Maker, Influencer, Blocker) to build a complete stakeholder picture.