The records the go-to-market runs on, how they relate, and which system owns each one. Every metric on the Metrics page is a query over these objects.
Boxes marked ↗ open the page for that part of the model.
How to read this
- The account is the spine. Contacts, opportunities and territory ownership all hang off it, which is why ownership and lifecycle state are held at the account level.
- Accounts come from two places: the target-account list RevOps loads so territories can be carved, and the match check every lead, signup and deal registration runs. A new company gets an account only when nothing matches, which is what keeps duplicates out.
- The opportunity is the only object that crosses from acquire to revenue: it is created at the gate, closed-won creates or updates the subscription, and the subscription opens the next renewal opportunity.
- Two objects are never edited by hand. Stage history is written by the system on every change, and touchpoints are assembled in the warehouse; that is what makes conversion, cycle time and attribution reproducible.
- One system owns each field and everything else reads it. Most data-quality problems are two systems writing the same field.
Diagram source: 17-data-model.drawio 17-data-model.svg
