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<mxCell id="sub" value="The records the go-to-market runs on and how they relate. Every report on this site is a query over these objects; the color says which system is the system of record (the one place a record is created and edited)." style="text;html=1;align=left;whiteSpace=wrap;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontSize=12;fontColor=#64748B;" vertex="1" parent="1"><mxGeometry x="40" y="68" width="980" height="36" as="geometry"/></mxCell>
<mxCell id="lg" value="SYSTEM OF RECORD" style="text;html=1;align=left;whiteSpace=wrap;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontSize=11;fontColor=#475569;fontStyle=1;verticalAlign=middle;" vertex="1" parent="1"><mxGeometry x="40" y="112" width="130" height="24" as="geometry"/></mxCell>
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<mxCell id="lg2" value="Billing · mirrored to the CRM" style="rounded=1;arcSize=20;whiteSpace=wrap;html=1;fontSize=11;align=center;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#F0FDF4;strokeColor=#16A34A;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="334" y="112" width="200" height="24" as="geometry"/></mxCell>
<mxCell id="lg3" value="Warehouse · assembled from other systems" style="rounded=1;arcSize=20;whiteSpace=wrap;html=1;fontSize=11;align=center;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#FFFFFF;strokeColor=#94A3B8;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="548" y="112" width="270" height="24" as="geometry"/></mxCell>
<mxCell id="lg4" value="↗ opens a page" style="text;html=1;align=left;whiteSpace=wrap;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontSize=11;fontColor=#64748B;verticalAlign=middle;" vertex="1" parent="1"><mxGeometry x="832" y="112" width="188" height="24" as="geometry"/></mxCell>
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<mxCell id="cm" value="Campaign member&lt;br&gt;&lt;small&gt;one touch: a person&#x27;s response to a campaign, with date and status&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="40" y="314" width="160" height="84" as="geometry"/></mxCell>
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<mxCell id="acc" value="Account&lt;br&gt;&lt;small&gt;the company; parent-child hierarchy; owner, segment, lifecycle state&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="310" y="314" width="160" height="84" as="geometry"/></mxCell>
<mxCell id="con" value="Contact&lt;br&gt;&lt;small&gt;a person at an account; role in the buying group; added by research or converted from a lead&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="310" y="468" width="160" height="84" as="geometry"/></mxCell>
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<UserObject label="Opportunity&lt;br&gt;&lt;small&gt;created at the SQL gate. Type: new business, expansion or renewal. Amount, close date, owner, stage, forecast category, sourced channel&lt;/small&gt;" link="/sell" id="opp"><mxCell style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="580" y="314" width="160" height="238" as="geometry"/></mxCell></UserObject>
<mxCell id="quote" value="Quote&lt;br&gt;&lt;small&gt;priced offer and terms; one marked primary; becomes the contract&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="860" y="160" width="160" height="84" as="geometry"/></mxCell>
<UserObject label="Subscription&lt;br&gt;&lt;small&gt;products, term and ARR (annual recurring revenue) on the account&lt;/small&gt;" link="/keep-and-grow" id="subs"><mxCell style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#F0FDF4;strokeColor=#16A34A;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="860" y="314" width="160" height="84" as="geometry"/></mxCell></UserObject>
<mxCell id="line" value="Opportunity line&lt;br&gt;&lt;small&gt;product, quantity, price and discount from the price book&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="860" y="468" width="160" height="84" as="geometry"/></mxCell>
<mxCell id="user" value="User&lt;br&gt;&lt;small&gt;role, manager, segment; owns territories, accounts and opportunities&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="40" y="630" width="160" height="84" as="geometry"/></mxCell>
<UserObject label="Territory&lt;br&gt;&lt;small&gt;the accounts one AE owns, by segment, region or named list&lt;/small&gt;" link="/revops/plan/territories" id="terr"><mxCell style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="310" y="630" width="160" height="84" as="geometry"/></mxCell></UserObject>
<UserObject label="Stage history&lt;br&gt;&lt;small&gt;system-written; one row per stage change, never overwritten&lt;/small&gt;" link="/revops/stage-definitions" id="hist"><mxCell style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="580" y="630" width="160" height="84" as="geometry"/></mxCell></UserObject>
<UserObject label="Touchpoint&lt;br&gt;&lt;small&gt;assembled from campaign members and activity; one row per credited touch&lt;/small&gt;" link="/revops/attribution" id="tp"><mxCell style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fillColor=#FFFFFF;strokeColor=#94A3B8;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="860" y="630" width="160" height="84" as="geometry"/></mxCell></UserObject>
<mxCell id="e1" value="has many" style="edgeStyle=orthogonalEdgeStyle;rounded=1;html=1;strokeWidth=1.5;fontSize=11;defaultLabelBackgroundColor=gap;strokeColor=#475569;fontColor=#334155;exitX=0.5;exitY=1;entryX=0.5;entryY=0;" edge="1" source="camp" target="cm" parent="1"><mxGeometry relative="1" as="geometry"><mxPoint x="0.0" y="0.0" as="offset"/></mxGeometry></mxCell>
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<mxCell id="e7" value="has many" style="edgeStyle=orthogonalEdgeStyle;rounded=1;html=1;strokeWidth=1.5;fontSize=11;defaultLabelBackgroundColor=gap;strokeColor=#475569;fontColor=#334155;exitX=1;exitY=0.5;entryX=0;entryY=0.5;" edge="1" source="pacc" target="reg" parent="1"><mxGeometry relative="1" as="geometry"><mxPoint x="0.0" y="0.0" as="offset"/></mxGeometry></mxCell>
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<mxCell id="e13" value="has many" style="edgeStyle=orthogonalEdgeStyle;rounded=1;html=1;strokeWidth=1.5;fontSize=11;defaultLabelBackgroundColor=gap;strokeColor=#475569;fontColor=#334155;exitX=0.5;exitY=1;entryX=0.5;entryY=0;" edge="1" source="opp" target="hist" parent="1"><mxGeometry relative="1" as="geometry"><mxPoint x="0.0" y="0.0" as="offset"/></mxGeometry></mxCell>
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<mxCell id="e15" value="has many" style="edgeStyle=orthogonalEdgeStyle;rounded=1;html=1;strokeWidth=1.5;fontSize=11;defaultLabelBackgroundColor=gap;strokeColor=#475569;fontColor=#334155;exitX=1;exitY=0.5;entryX=1;entryY=0.7857142857142857;" edge="1" source="terr" target="acc" parent="1"><mxGeometry relative="1" as="geometry"><mxPoint x="0.0" y="65.0" as="offset"/><Array as="points"><mxPoint x="525" y="672"/><mxPoint x="525" y="380"/></Array></mxGeometry></mxCell>
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<mxCell id="own" value="owner · RevOps owns the object model, field rules and required fields; each system&#x27;s administrator maintains its own objects; Finance owns billing data." style="text;html=1;align=left;whiteSpace=wrap;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontSize=11;fontColor=#64748B;" vertex="1" parent="1"><mxGeometry x="40" y="732" width="980" height="20" as="geometry"/></mxCell>
<mxCell id="fo" value="FIELD OWNERSHIP" style="swimlane;startSize=26;html=1;fillColor=#F8FAFC;strokeColor=#CBD5E1;fontColor=#475569;fontSize=11;fontStyle=1;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;rounded=1;arcSize=6;pointerEvents=0;" vertex="1" parent="1"><mxGeometry x="40" y="766" width="980" height="176" as="geometry"/></mxCell>
<mxCell id="fo1" value="&lt;b&gt;Lifecycle state&lt;/b&gt;&lt;br&gt;marketing automation writes it until the gate, the CRM after; held on the Account as well as the Contact for account-based reporting" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="fo"><mxGeometry x="16" y="38" width="180" height="124" as="geometry"/></mxCell>
<mxCell id="fo2" value="&lt;b&gt;Amount and close date&lt;/b&gt;&lt;br&gt;set by the rep and validated at each stage exit; changes are kept in history, never overwritten" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="fo"><mxGeometry x="208" y="38" width="180" height="124" as="geometry"/></mxCell>
<mxCell id="fo3" value="&lt;b&gt;ARR&lt;/b&gt;&lt;br&gt;written only by billing and mirrored to the Account and Subscription in the CRM; no one edits it in the CRM" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="fo"><mxGeometry x="400" y="38" width="180" height="124" as="geometry"/></mxCell>
<mxCell id="fo4" value="&lt;b&gt;Health score and usage&lt;/b&gt;&lt;br&gt;from the CS platform and product data, synced to the Account; read by Customer Success and the renewal forecast" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="fo"><mxGeometry x="592" y="38" width="180" height="124" as="geometry"/></mxCell>
<mxCell id="fo5" value="&lt;b&gt;Sourced channel&lt;/b&gt;&lt;br&gt;stamped on the opportunity at the gate and locked; influence is measured separately through touchpoints" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="fo"><mxGeometry x="784" y="38" width="180" height="124" as="geometry"/></mxCell>
<mxCell id="note" value="Rules: accounts are loaded from the target-account list, created when a lead, signup or deal registration matches no existing account, or set up when a partner signs; reps do not create them freely. One system owns each field and every other system reads it. History tables (stage history, field history, ARR snapshots) are append-only. Nothing is deleted: duplicates are merged and the merge is logged. Where companies differ: some skip the Lead object and keep lifecycle state on Contact and Account from the first touch; the gate and the definitions stay the same." style="text;html=1;align=left;whiteSpace=wrap;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontSize=11;fontColor=#64748B;" vertex="1" parent="1"><mxGeometry x="40" y="954" width="980" height="64" as="geometry"/></mxCell>
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