CRMs
Tracking your sales-led growth funnel
Intro
In order to track the progression of prospects through your sales funnels, Roadway needs access to tables that track Leads/Contacts, Opportunities/Deals, and Pipeline ARR. With these tables, it is possible to attribute prospects to their causal growth levers.
Roadway treats the progression of prospects through Marketing and Sales pipelines as shown in the following diagram:
In order to drive analysis of these pipelines, Roadway requires the following tables:
dim__contacts
dim__opportunities
(dim__deals
)fact__pipeline_arr_snapshot
Schema
dim__contacts
This table tracks the evolution of your Leads as they progress through the stages of your sales process. The schema is as follows:
contact_id
varchar
Identifier of the contact, from Salesforce or Hubspot
visitor_id
varchar (nullable)
The anonymous visitor id associated with the form fill (or other process) that led to contact/lead creation. See Add Anonymous IDs to CRM Contacts.
created_date
date
UTC date that the contact was created
<lead_lifecyclestage_i>_reached_date
date
UTC date that the Lead reached the I-th lifecylce stage
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...
...
<custom_lead/contact_dimension_1>
See the notes on Custom User Dimensions.
Any custom contact/lead-segmentation dimension, such as `pipeline_name`, `opportunity_type`, `country`, etc.
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Additional Constraints
contact_id
is the primary keyWhere possible, Roadway uses
visitor_id
to join to relevant attribution. See Add Anonymous IDs to CRM Contacts for more details.The columns denoted as
<lead_lifecyclestage_i>_reached_date
are custom columns that map to your specific Lead Lifecycle Stages (akin to the diagram above).
dim__opportunities (dim__deals)
This table tracks the evolution of your Leads after they graduate to Opportunities (Salesforce) or Deals (Hubspot). The schema is as follows:
opportunity_id (deal_id)
varchar
Unique identifier of the opportunity (SFDC) or deal (Hubspot)
contact_id
varchar
Identifier for the owning (or oldest) contact associated with the opportunity or deal. This contact will be used to drive attribution for this opportunity.
created_date
date
UTC date that the opportunity or deal was created
<opportunity_stage_i>_reached_date
date
UTC date that the opportunity reached the I-th stage of the opportunity pipeline.
...
...
...
closed_date
date (nullable)
UTC date that the opportunity or deal was closed, null if not yet closed
is_closed_won
boolean
Whether the deal was closed with the opportunity converting to a customer
<custom_opportunity_dimension_1>
See the notes on Custom User Dimensions.
Any custom opportunity-segmentation dimension, such as `pipeline_name`, `opportunity_type`, `country`, etc.
...
...
...
Additional Constraints
opportunity_id
is the primary keyThe columns denoted as
<opportunity_stage_i>_reached_date
are custom columns that map to your specific Opportunity (Deal) Stages (akin to the diagram above).
fact__pipeline_arr_snapshot
Very similar to `fact__customer_arr_snapshot`, this table tracks the evolution of Pipeline ARR attributed to your sales processes. The schema is as follows:
opportunity_id (deal_id)
varchar
Unique identifier of the opportunity (SFDC) or deal (Hubspot)
date_day
date
An "as_of-style" date
pipeline_arr
float
The annualized recurring revenue value as implied by opportunity (deal) revenue, multiplied by the probability of the opportunity (deal) closing, for the given row
Additional Constraints
The primary key of this table is
(opportunity_id, date_day).
It is expected that from the date of an opportunity's creation to the date of its closure (inclusive), there exists a row for each (opportunity, date).
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