The short answer
An association connects two records; a label describes that relationship. Start with HubSpot’s native actions. Consider code if the matching rule depends on other systems or more specific business logic.
Start with the relationship.
Decide which records should connect and what the relationship means. A company linked to a deal is useful. Knowing it is the billing company is better.
Company: Northstar→ Billing company for →Deal: Annual renewal
Choose native actions when they fit.
Check the association actions available in your HubSpot workflow. If they express the relationship and matching rule you need, start there.
Use code when the rule is yours.
Normalize identifiers, look up records in another system, or evaluate several conditions before creating a relationship. Keep the matching rule explicit and decide what happens when there is no match or more than one.
Test the relationship, not just the run.
Use a small set of known records. Check the linked records and label in HubSpot, then test missing values, duplicate matches, and a repeated run.
If you’re using Turbyn
If you use Turbyn for a matching rule, keep the inputs explicit and test no-match and multiple-match cases before publishing. The association still needs to be checked in HubSpot.
Turbyn setup guide