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<mxCell id="sub" value="Categories, not vendors. The CRM is the system of record for accounts, contacts, and opportunities; everything else either feeds it or reads from it. Reporting runs off the warehouse, not off any one tool." style="text;html=1;fontSize=12;align=left;whiteSpace=wrap;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontColor=#475569;" vertex="1" parent="1"><mxGeometry x="40" y="70" width="960" height="40" as="geometry"/></mxCell>
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<mxCell id="se" value="Sales engagement&lt;br&gt;&lt;small&gt;sequences, dialer, activity capture&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=13;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="acqz"><mxGeometry x="16" y="222" width="228" height="52" as="geometry"/></mxCell>
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<mxCell id="crm" value="&lt;b&gt;CRM&lt;/b&gt;&lt;br&gt;&lt;small&gt;system of record&lt;br&gt;&lt;br&gt;Lead · Account · Contact · Campaign · Opportunity · Quote · Partner and deal registration · Subscription · Territory · User&lt;br&gt;&lt;br&gt;stage definitions, required fields, and validation live here&lt;/small&gt;" style="rounded=1;arcSize=10;whiteSpace=wrap;html=1;fontSize=14;fillColor=#FFFFFF;strokeColor=#2563EB;strokeWidth=2;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="1"><mxGeometry x="400" y="156" width="220" height="362" as="geometry"/></mxCell>
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<mxCell id="bill" value="Billing&lt;br&gt;&lt;small&gt;invoices; system of record for ARR, mirrored to the CRM&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=13;fillColor=#F0FDF4;strokeColor=#16A34A;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="retz"><mxGeometry x="16" y="36" width="228" height="52" as="geometry"/></mxCell>
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<mxCell id="prod" value="Product usage&lt;br&gt;&lt;small&gt;events, seats, activation; PQL and health inputs&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=13;fillColor=#F0FDF4;strokeColor=#16A34A;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="retz"><mxGeometry x="16" y="160" width="228" height="52" as="geometry"/></mxCell>
<mxCell id="sup" value="Support&lt;br&gt;&lt;small&gt;tickets, CSAT; volume feeds health&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=13;fillColor=#F0FDF4;strokeColor=#16A34A;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="retz"><mxGeometry x="16" y="284" width="228" height="52" as="geometry"/></mxCell>
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<mxCell id="comp" value="Commissions&lt;br&gt;&lt;small&gt;plans, attainment, payouts from closed bookings&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=13;fillColor=#F0FDF4;strokeColor=#16A34A;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="retz"><mxGeometry x="16" y="346" width="228" height="52" as="geometry"/></mxCell>
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<mxCell id="note" value="What changes by size: under about 150 people, reporting runs out of the CRM and spreadsheets and the warehouse is a later step; the CS platform is often the CRM itself. Above that, the warehouse becomes the only place the funnel, the forecast, and the ARR waterfall can be reconciled, because each lives in a different system. Field rules: every object has an owner, every required field has a reason, and nothing is required at a stage where the rep cannot know it yet." style="text;html=1;fontSize=11;align=left;whiteSpace=wrap;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontColor=#64748B;" vertex="1" parent="1"><mxGeometry x="40" y="696" width="940" height="56" as="geometry"/></mxCell>
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