Rollup Helper Use Case Library

Identify The Primary Contact On An Account

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It is often times essential to identify a primary contact or specific "role" within an account. This may be for support or sales reasons. You may want to identify the primary contact's email address or other key piece of contact information and have it accessible to workflow, other business processes, or simply to just display the information/primary contact at the account level. Let's say you have a picklist field or checkbox field that denotes a contact as being the primary contact on an account. How do you populate a contact lookup on the account page that identifies who this contact is?


Create what we have coined a "Lookup Rollup" in Salesforce.

  • Create a contact lookup field on the account object.
  • Create a text rollup that rolls up the contact's id.
    • Select Account as the target object
    • Select your new lookup field as the target field
    • Select Contact as the source object
    • Use the standard AccountId relationship field
    • Select Text as the Rollup type
    • Select ContactId as the source field
  • Create a filter that limits the rollup to 1 record. This is set in step 1 on the right side of the filter creation page in a field labeled "Limit this Rollup to." This needs to be set to when rolling up to a Lookup field, since a Lookup Field can only hold a reference to a single record.
    • Optional: If you can have multiple primary contacts on your record, using the sort order functionality to change which contact is picked first. You might use created date, last modified date for example.
  • Add a criteria that establishes how to identify the primary contact. This is where you plug in how to tell Rollup Helper and Salesforce that your contact is a primary contact. This is different for every company.
  • Run your rollup.


  • Add formula fields to display primary contact information on the account page like primary contact's phone number or title.
  • Use workflow or process builder to identify when a prospect becomes a customer, and send an email to the primary contact thanking them for their order or introducing them to someone.
  • If you use Opportunity Contact Roles and have a role of "Decision Maker" or "Primary", use that as criteria to automatically mark a contact as primary at the contact level. Thus, all these rollups fire from the Opportunity Contact Roles related list and you minimize data entry for your users.

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