How to Design a RevOps Data Model That Connects Marketing, Sales, and CS
A unified data model is the foundation of RevOps. Here's how to design one that connects all revenue-generating functions.
RevOps fails when each function operates on different data. Marketing tracks leads, sales tracks opportunities, and CS tracks accounts, with no consistent connection between them. A unified data model creates the single source of truth.
The data model centers on four entities: Person (individual contacts across all lifecycle stages), Account (companies with hierarchies and attributes), Opportunity (deals with stages, amounts, and attribution), and Activity (every touch across marketing, sales, and CS). The relationships between these entities enable full-funnel analysis.
Find the revenue leaks before they compound
Weekly: pipeline gaps, conversion drop-offs, and retention signals that show exactly where money is leaving.
We cover the entity-relationship design, the field definitions for each entity, the implementation in HubSpot and Salesforce, the integration points with marketing automation and product analytics, and the governance process that maintains data model integrity as teams add custom fields.
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