How to Create Org Charts from HubSpot (And Why You Shouldn't Stop There)

You've got 50 contacts at a target account in HubSpot. Your VP asks: "What does this account look like?"

You have two options:

1. Export to spreadsheet, squint at rows, try to explain verbally
2. Show them a visual

This guide covers how to get from HubSpot data to visual org charts — and why that's just the starting point.

The Manual Approach (What Most Teams Do)

Step 1: Export Your Contacts

In HubSpot:

1. Go to Contacts → Filter by Company
2. Select all contacts at your target account
3. Export to CSV
4. Include: Name, Job Title, Email, Phone, Deal associations

Step 2: Pick Your Visualization Tool

Common options:

• FigJam — Great for collaboration and visual notes. Limitation: manual updates, no CRM sync.
• Miro — Team whiteboarding. Same limitations as FigJam.
• Lucidchart — Formal diagrams. Limitation: learning curve, export hassle.
• PowerPoint — Presentations. Limitation: static, painful to update.
• Org Chart tools — Dedicated org charts. Limitation: usually designed for internal HR, not sales.

Step 3: Draw the Boxes

Open your tool of choice. Start creating:

• Box for each contact
• Name + title in each box
• Lines showing reporting relationships
• Maybe color-code by department

Time spent: 30-60 minutes for a complex account.

Step 4: Realize It's Already Wrong

By the time you finish:

• Someone got promoted
• A new stakeholder joined the deal
• Your champion mentioned a "dotted line" to someone you don't have in HubSpot
• The org structure you assumed doesn't match reality

Step 5: Never Update It

Be honest: when's the last time you updated an account org chart after the first version?

This is why manual org charts fail. They're painful to create and impossible to maintain.

The HubSpot Native Options

HubSpot doesn't have built-in org chart visualization. But there are workarounds:

Option A: Contact Associations

You can link contacts to each other as "Manager/Direct Report" relationships:

1. Open a contact record
2. Click "Associations"
3. Add relationships to other contacts

Problem: This only captures formal reporting lines. And you have to set it up manually for every contact.

Option B: Company Hierarchy

For multi-entity accounts, HubSpot supports parent/child company relationships.

Problem: This is company-to-company, not person-to-person. Doesn't help with org charts.

Option C: Custom Properties

Create a custom "Reports To" property:

1. Settings → Properties → Create property
2. Make it a dropdown of contact names
3. Manually assign for each contact

Problem: Dropdowns break at scale. And there's still no visualization.

The Verdict on Native HubSpot

HubSpot is a CRM, not a visualization tool. It's great at storing contact data. It's terrible at showing you that data visually.

You need something else.

The Integration Approach

Several tools integrate with HubSpot for org chart visualization:

Lucidchart + HubSpot

• Pull HubSpot data into Lucidchart
• Build org charts with live data
• Manual layout required
• ~$10/user/month

Organimi

• Designed for org charts
• HubSpot integration available
• More HR-focused than sales-focused
• ~$10/user/month

The Org (by Thena)

• Sales-specific org charts
• Salesforce native (HubSpot via workaround)
• ~$15/user/month

These are all improvements over manual export + draw. But they share a limitation:

They only show org charts.

Why Org Charts Aren't Enough

Here's the uncomfortable truth: org charts show you the least useful information for closing deals.

An org chart tells you:

• Who reports to whom
• Job titles
• Department structure

An org chart does NOT tell you:

• Who actually influences decisions
• Who your team has strong relationships with
• Where you have coverage gaps
• Which stakeholders are engaged vs. ghosting you
• How political dynamics really work

Deals don't close through org chart lines. They close through relationships.

From Org Charts to Relationship Maps

The evolution looks like this:

Level 1: Org Chart

• Boxes and reporting lines
• Based on LinkedIn research
• Static, goes stale immediately

Level 2: Enriched Org Chart

• Org chart + notes
• "Sarah is our champion, Tom is a blocker"
• Still manual, still stale

Level 3: Relationship Map

• Actual communication data
• Who's engaged, who's dark
• Relationship strength, not just existence
• Updates based on real activity

Level 3 is where you want to be. But it requires synthesizing data that's scattered across your CRM — emails, meetings, deal associations, activity history.

No human is going to manually analyze 847 emails to build a relationship map.

This is where AI comes in.

AI-Powered Relationship Maps

Your HubSpot already has everything:

• Email sync shows who's communicating
• Meeting logs show who's engaged
• Deal associations show who matters
• Activity history shows relationship trends

AI can synthesize all this into visual intelligence:

• Relationship strength based on actual engagement
• Influence patterns based on communication flows
• Gap analysis based on missing connections
• Trend indicators based on changing engagement

This isn't science fiction. This is what modern sales intelligence looks like.

What We're Building

CRM Canvas connects to your HubSpot and generates relationship maps using AI.

Not just org charts. Relationship maps that show:

• Who you're actually connected to (not just who's in your CRM)
• Where the gaps are in your coverage
• Which relationships are strong vs. need work
• Exactly who to talk to next

Get early access →

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CRM Canvas is in development. Join the waitlist for founder's pricing — $99 lifetime access for the first 50 users.