Marketing Leadgen Data Model

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."

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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.

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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.

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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.

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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. This is where marketing-sourced pipeline turns into — or fails to turn into — closed revenue.

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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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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.

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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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