Marketing Leadgen

Account

One row per target company, the firmographic backbone the rest of the model hangs off. Every account carries an industry, an employee-count band and a region, plus a flag marking whether it sits on the account-based marketing (ABM) target list. Because real B2B deals belong to accounts rather than to whichever individual filled out a form, this mart is the join point that lets leads, opportunities and touchpoints be rolled up to "who is this company, and how big an opportunity is it."

Fields

Ad Spend

Daily cost, impressions and clicks for every paid campaign, broken out by ad group. This is the cost side of the funnel — the numbers a demand-gen team reconciles against Google Ads, LinkedIn Ads and other platform reports every week to know what a click, a lead and ultimately a closed deal actually costs.

Fields

SAFE_DIVIDE(SUM(cost), SUM(clicks))

Relationships

Campaign

Reference of every marketing initiative run — paid and non-paid alike, from search and social ads to email nurtures, webinars and content syndication — each carrying its channel, its objective and the UTM tags that tie it back to ad-platform and web-analytics data. This is the conformed campaign dimension of the model: every channel value that shows up on ad spend, web sessions, touchpoints or opportunities agrees with what is declared here, so a channel-level report never splits into phantom categories.

Fields

Campaign Performance

One row per campaign per day, putting what the campaign cost next to what it produced: ad spend, impressions and clicks from Ad Spend, leads created from Touchpoints, and opportunities, pipeline and closed-won revenue from Opportunities. A row exists for every day the campaign spent money or produced a lead, an opportunity or a won deal, so leads from organic campaigns and from days with no spend are all here. This is the mart for cost per lead, cost per opportunity and pipeline per dollar of spend — one number at any date grain, campaign or channel. Each result is counted on its own day: spend on the day it was spent, a lead on the day it was created, an opportunity on the day it opened, revenue on the day the deal closed.

Fields

SAFE_DIVIDE(SUM(cost), SUM(leads_created))

SAFE_DIVIDE(SUM(cost), SUM(opportunities_created))

SAFE_DIVIDE(SUM(pipeline_amount), SUM(cost))

Relationships

Lead

One row per lead or contact captured by marketing, carrying where they came from, their fit-and-engagement score, the dated milestones marking when they became marketing-qualified (MQL) and sales-qualified (SQL), and firmographics that mirror the account they belong to. Because the qualification milestones are dated rather than just a current-state label, leads can be grouped into cohorts — "leads created in March" — and tracked through the funnel over time, not just counted at a single point.

Fields

COUNTIF(became_mql_at IS NOT NULL)

COUNTIF(became_sql_at IS NOT NULL)

SAFE_DIVIDE(mqls, COUNT(lead_id))

SAFE_DIVIDE(sqls, mqls)

SAFE_DIVIDE(COUNTIF(lifecycle_stage IN ('opportunity', 'customer')), sqls)

Relationships

Opportunities

One row per sales opportunity — the deal object, keyed to the account rather than a single lead, since real B2B buying committees involve multiple people. Each row carries the pipeline stage, the deal size (ACV), the sourcing lead and campaign, and the win/loss outcome with close date and sales-cycle length. Each deal's path through the stages is recorded in Stage Transitions. This is where marketing-sourced pipeline turns into — or fails to turn into — closed revenue.

Fields

SAFE_DIVIDE(COUNTIF(is_won), COUNT(opportunity_id))

SUM(IF(is_won, amount, 0))

CASE WHEN amount < 15000 THEN 'Small (<$15K)' WHEN amount < 50000 THEN 'Mid ($15-50K)' WHEN amount < 100000 THEN 'Large ($50-100K)' WHEN amount >= 100000 THEN 'Enterprise ($100K+)' END

Relationships

Stage Transitions

One row per pipeline stage change for a sales opportunity, tracing each deal's path through discovery, demo, proposal and negotiation on the way to a win or a loss. The time spent in each stage before moving to the next is the raw material for bottleneck analysis — where deals get stuck, and for how long.

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Relationships

Touchpoints

One row per marketing touch a lead has on the way to becoming a customer, credited under a W-shaped multi-touch attribution model that splits credit 30% to the first touch, 30% to lead creation, 30% to opportunity creation and 10% across everything in between. This is the mart that answers "which channels and campaigns actually deserve credit," rather than crediting only the first click or the last one. Multiplied by the deal size in Opportunities, that credit becomes each channel's share of pipeline.

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Relationships

Web Sessions

One row per web session, the very top of the funnel, before most visitors are ever identified as a lead. Each session records the traffic source and medium, the landing page, whether it converted into a form submission, and — for the small share of visitors identified through identity stitching — the lead that session belongs to. Because the overwhelming majority of B2B web traffic never converts or gets identified, most sessions carry no lead at all; the ones that do show exactly where anonymous traffic turns into a known contact.

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Relationships