With the recent release a new feature, we have great news for anyone who uses the Relationship map: we’ve expanded the powerful tool with Cross-Company Lead Support.
What’s new?
You can now search for and add leads from any company (not just your saved Accounts) directly into your Relationship Maps.
This transforms Relationship Maps from a single-account tool into a comprehensive opportunity management powerhouse.
Why is this valuable?
In complex B2B sales, deals often involve stakeholders across multiple entities:
- Parent companies and subsidiaries
- Partner organizations and vendors
- Multiple divisions within the same corporate family
- Cross-functional buying committees that span different legal entities
- Past employees of the Account you’re targeting who you have prior relationships with and who have moved to a new company
- Cross-company professional connections
With cross-company lead support, you can now visualize all of these relationships in one place, giving you a complete picture of everyone who influences your deal.
How to use it:
- Open a saved Account and navigate to the Relationship Map section
- Click on the Map view tab
- Look for the “All Leads” tab on the left panel (next to “Account Leads”)
- Use the search bar to find leads across all companies
- Click and drag them into your Relationship Map to visualize cross-company relationships
- Assign roles (Decision Maker, Champion, Evaluator, Procurement, Influencer) just like you would for any lead
Read-World use cases:
✅ Enterprise deals: Map stakeholders across the parent company and multiple subsidiaries
✅ Partner ecosystems: Track relationships with partners who influence buying decisions
✅ Account expansion: Visualize connections between different business units or regional offices
✅ Complex sales cycle: Identify all of the players, regardless of which company employs them
Key Features:
- No limit on companies represented - Add Leads from as many organizations as needed for your deal
- Maintain hierarchy - Drag and drop leads to show reporting relationships, even across companies
- Collaborate with your team - Share these comprehensive maps with colleagues to align your strategy
- Add up to 30 Leads per Relationship Map
Important to know:
If you add a lead to your CRM from outside of a saved Account, their company name will remain unchanged and won’t update to the Relationship Map’s company name.
Pro tips:
💡 Use the Map view to visualize complex, multi-company relationships (it’s much easier than List view for cross-company scenarios)
💡 Add notes to each Lead explaining their connection to the deal and which organization they represent
💡 Consider various in-roads that can connect you to who you are looking to reach, not just the obvious; think about a wider range of Leads you’re connected to
Questions? Learn more:
- [Help Article] Relationship Maps in Sales Navigator Account pages
- [Help Article] Relationship Maps in Sales Navigator FAQ
- [Help Article] Update lead information in your CRM using Relationship Maps
- [Learning Center Video] Organize Decision Makers and Visualize Connections with Relationship Map
How are you planning on using cross-company Lead support? Have you already made valuable connections? Share your use cases, questions, and success stories in the comments below!
