---
title: "Set up 3rd party association"
slug: "set-up-3rd-party-association"
updated: 2026-02-16T15:21:38Z
published: 2026-02-16T15:21:38Z
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.gong.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Set up 3rd party association

> **Who can use this**: Tech admin
> 
> **Available on**: Any Gong plan

> **Where to go:**Admin center > Settings > CRM

If your company uses 3rd parties to sell your products, your teams will want to know which deals are managed by the 3rd party. Once configured, deals managed by a third party include a label with the name of the partner. In the Account console, 3rd party accounts have a **3rd party** label.

Gong is limited in displaying the conversations for deals managed by partners. This is because we can only import conversations which includes someone from your company. Emails or calls that are between the partner and the customer won’t be imported to Gong.

In addition, as partners manage many deals at the same time, some conversations may be between the partner and your company. In this case, we can’t associate the conversation with a specific deal, rather we display it with all open deals for that partner.

## Configure your CRM

The following fields must be defined in your CRM so that Gong can identify partner accounts:

1. A field in the account object, specifying whether the account is a partner account or not. For example, Account type=Partner, Business_type=Existing Agency, Type=Broker.
2. A field in the deal object, specifying whether the deal is being managed by a partner. For example, Partner account, Billing agency, Referring agency
3. Use **Contact Roles** to connect the 3rd party contacts in opportunity objects (Salesforce integrations only). To use contact roles:
  1. Activity participant must be a contact in an account in the CRM
  2. The CRM contact is defined as a **contact role** in the opportunity

## Set up in Gong

1. Click **Admin center > Settings** > **CRM** > **3rd party association**.

![3PA-3.png](https://cdn.us.document360.io/2837c190-3ec8-4120-9116-6d427e774667/Images/Documentation/24883099504653.png)
2. In **Account type for 3rd parties**, select the name of the field and the value in the account object that indicates the account is a partner account. (mandatory)
3. In **Reference field for 3rd party account name in an opportunity**, select the field in the opportunity object which indicates the deal is being managed by a partner. (mandatory).
4. In **No 3rd party account name in an opportunity**, select the field in the opportunity object which indicates the deal is managed by a partner, when the account is not listed in the CRM.

> [!NOTE]
> Note:
> 
> It can take up to 24 hours for Gong to sync with the CRM.

*The features available to you depend on your [company’s plan](/v1/docs/plans-and-seats) and your assigned seats.

A team member who manages and configures the Gong platform and handles CRM integrations, user provisioning, permissions, and system settings. [Find my Tech admin](/v1/docs/find-your-technical-or-business-admin).

Access to this feature depends on your [assigned seat](/v1/docs/plans-and-seats).

A unified workspace that brings together account activity, AI insights, and CRM data in one place. [Learn more about the Account console](/v1/docs/view-and-manage-accounts-with-the-account-console).