How the systems connect: what moves between them, what triggers it, what it is matched on, who owns it and what breaks. One deal followed through the stack, then the map, one row per flow.

GTM Operating Model › Revenue Operations › Systems and data › Integrations
Integrations
How the systems on the Systems and data page connect: what moves between them, what triggers it, what it is matched on, who owns it and what breaks. The top picture follows one deal through the stack; the table below is the map, one row per flow. Categories, with the tools usually found in each.
ONE DEAL'S PATH THROUGH THE STACK
Marketing automation
HubSpot, Marketo
CRM
Salesforce, HubSpot
↗
Routing and sales engagement
LeanData, Outreach, Gong
↗
Quoting and e-sign
CPQ, DocuSign
Billing
Stripe, Chargebee, NetSuite
Product and CS platform
Segment, Gainsight, Vitally
↗
Warehouse and reporting
Snowflake, BigQuery, Looker
↗
1  Form fill or event sync
scored; MQL flag at the threshold
2  Lead created, matched to an account
by email domain; no match stays a lead until the gate; enrichment adds firmographics
3  Routed to an owner
territory and segment rules; SLA timer starts
↗
4  Sequence and calls
every email, call and task logged to the CRM record
5  SQL gate: opportunity created
stage 1, amount, close date; a new company gets its account and contact here; first stage history row
↗
6  Discovery call recorded
summary, next step and risks written to the opportunity
7  Quote, approvals, signature
discount rules; the signed contract returns to the opportunity
8  Closed-won
ARR, term, start date locked from the contract; stage history row
↗
9  Subscription and invoice created
from the contract; billing now owns ARR
10  Subscription mirrored, onboarding opened
lifecycle becomes customer; ARR is mirrored, never typed
↗
11  Usage, health, PQL
events mapped to the account; renewal opp opened before term end
↗
12  Nightly copies and snapshots
stage history, ARR snapshots, touchpoints; the scorecard reads here
↗
Blue: before the subscription, the CRM is the system of record and every other tool writes to it. Green: after it, billing owns ARR and the CRM mirrors it. Grey: the warehouse assembles copies of everything and is the only place the funnel, the forecast and the ARR waterfall reconcile.
INTEGRATION MAP, ONE ROW PER FLOW
Flow
What moves
Trigger and cadence
Matched on
Owner
What breaks, and what to watch
Marketing automation → CRM
leads, form answers, campaign membership, score, MQL flag
real-time on submit; score and status sync hourly
email; domain to account
Marketing ops
a new lead that is really an existing contact; an unmatched lead routed on missing company data
Enrichment → CRM
firmographics, employee count, segment, buying-group contacts
on create; weekly refresh
domain
RevOps
the refresh overwriting a field a rep corrected; a segment flip mid-quarter moving the account between territories
CRM → routing → CRM
owner, queue, territory, SLA timer
real-time at MQL and at the SQL gate
domain to account; territory rules
RevOps
unmatched records sitting in a queue; SLA breaches with no alert; round-robin skipping reps on leave
CRM ↔ sales engagement
sequences, emails, calls, tasks, logged as activity on the contact and account
real-time, two-way
contact and account ID
Sales ops
activity logged on a duplicate record; sequences still running on customers or closed-lost accounts
Call intelligence → CRM
recording link, summary, next step, risk flags
after each call
opportunity ID
Sales ops
a call with no opportunity to attach to; the summary treated as the record instead of the rep's update
CRM ↔ quoting and e-sign
quote lines, discount approvals, signed contract, term, start date
at the proposal stage and on signature
opportunity ID
Deal desk
closed-won amount that does not equal the signed contract; a quote edited after signature
Signed contract → billing
subscription: products, ARR, term, billing schedule
on closed-won
account ID
Finance
a subscription with no opportunity behind it, or created by hand; start date set from the signature instead of go-live
Billing → CRM
subscription status, ARR, invoices, payment status
nightly; status changes in real time
subscription ID
Finance with RevOps
ARR edited in the CRM; mirror lag hiding a churn or a downgrade; two subscriptions for one account
CRM ↔ onboarding
closed-won deal and handoff record open the project; milestones and the first-value date come back
on closed-won; milestones as they happen
opportunity ID and account ID
Onboarding team
a project opened before the contract is signed; first value never recorded, so time to value cannot be measured
Product → CS platform and CRM
events, seats, activation, usage, PQL signal, health score
daily batch; PQL in real time
user email to contact; workspace to account
Product and CS ops
users not mapped to any account; a health score built on usage that stopped loading
Support → CS platform
ticket volume, severity, CSAT
daily
account ID
Support
tickets logged against the wrong account; severity not feeding the health score
CRM → commissions
closed-won bookings, rep, splits, attainment against quota
at the monthly close
opportunity ID and rep
Finance
adjustments made in the commissions tool and never in the CRM; splits that do not sum to 100%
Every system → warehouse
nightly full copies, stage history, account-month ARR snapshot, attribution touchpoints
nightly
each system's ID cross-walked to the account ID
RevOps
a schema change breaking a load; a snapshot that skipped a day; two definitions of the same metric
THREE RULES THAT KEEP IT HONEST
One writer per field
Every field has exactly one system that may write it; the rest read. Most data-quality problems are two systems writing the same field, and the fix is a decision about ownership, not a cleanup.
CRM first, then billing
Before the subscription, nothing is true unless it is in the CRM. After it, nothing about ARR is true unless it is in billing, and the CRM mirrors it. A number that disagrees between the two is a bug, not a judgment call.
Two things are never done by hand
Stage history is written by the system on every change, and the ARR mirror is a sync. The moment either is edited by hand, conversion, cycle time, GRR and NRR stop being reproducible.

Boxes marked ↗ open the page for that part of the model.

How to read this

  • The path at the top is one deal from form fill to the scorecard. The color says which system is the system of record at that point: the CRM before the subscription, billing after it, the warehouse for everything reported.
  • The map is the contract for each integration. Trigger and cadence decide what can be read in real time and what is a day old; the match key is where duplicates and orphans come from.
  • The last column is the monitoring list. Every one of those failures has shown up in a real funnel, and most are cheap to detect with a daily exception report.
  • Categories, with the tools usually found in each. The design does not depend on the vendor; it depends on who owns which field.

Where it connects

Diagram source: 25-integrations.drawio 25-integrations.svg