Data flowing in
CRM, sequencer, dialer, calls, enrichment, marketing and product data, kept current in BigQuery, Snowflake, Postgres or one we stand up.
How we work · What we build · Step 01
See the whole story of every account in one place
Your CRM, sequencer, dialer, calls, website, product and spend in one warehouse you own, defined so AI reads it the way your best operator does.
Book a call30 min · no prep needed
What you're after
01
Answers you can trust
Which touches create meetings, why lead flow dropped, what your best rep does differently, answered in minutes.
02
One definition of each number
A meeting held means the same thing in every report and to every agent.
03
One copy of your data, yours
Built in your accounts by default. Every agent reads it, and the history stays when you swap a tool.
The tables
Illustrative layout. The first play's tables come first.
| Table | One row per | Comes from |
|---|---|---|
| accounts | Company, with fit, tier and owner | CRM, enrichment |
| contacts | Person, with role and persona | CRM, enrichment |
| touches | Email, call, meeting, page visit or ad click, from any tool | Sequencer, dialer, calendar, web, ads |
| sequence_runs | Enrollment, with why it ended and what happened after a reply | Sequencer |
| calls | Recorded call, with transcript and speakers | Call recorder |
| opportunities | Deal, with every stage change and its date | CRM |
| signals | Job change, funding round, hiring surge or intent topic | Signal sources, web |
| play_runs | Which accounts got the play and which were held back, fixed at launch | Set at launch |
The definitions file
One entry per stage and metric, in a repo you own. Every report and agent reads it first. Illustrative:
metric: meeting_held
means: A first meeting with a buyer at an ICP account that took place
counts_when:
- the calendar event has an attendee from the account
- a call recording exists, or the rep marked it held
excludes: reschedules, internal meetings, partner calls
reads_from: [touches, calls, accounts]
owner: RevOpsWhat you can ask, and which part answers
| Question | Which part answers it |
|---|---|
| "What has this account seen from us, and what did they do?" | Tools and warehouse |
| "Where in the journey is this buyer, and what usually comes next?" | The model of how your business works |
| "What does our playbook say to do here, and does our strategy still hold?" | Playbooks and GTM strategy |
| "What worked for buyers like this, and what didn't?" | The model, plus play history |
| "Which accounts have a new reason to talk this week?" | Signals |
| "Where in the funnel are we losing the most revenue?" | Reporting through the connector |
What you get
The fields your tools never capture
Rebuilt from raw events. Why a sequence ended, and what happened after a reply.
The definitions file
Every stage and metric written once, in a repo you own.
Plain-English access
Your team asks in its AI workspace, Slack or a coding agent. Every agent reads through one connector.
Custom apps and MCPsWhat it feeds at each step
This is step 1, Connect your data.
- Step 011
This is step 1
We build the tables the first play needs, then add more as later plays need them.
- Step 022
Prioritize by revenue impact
The loss tree and signal back-tests run on these tables.
- Step 033
Ship into the tools your team uses
Agents read it before they draft or update a record.
- Step 044
Keep improving
play_runs makes every read against comparison accounts possible.
Why your CRM and BI tool haven't answered this
Each tool on its own
- Each tool reports on its own slice
- Exports and spreadsheets for every real question
- Every AI vendor keeps its own copy of your data
One warehouse you own
- Every tool joined by account, in one place
- Built for the questions behind this quarter's number
- One copy, in your accounts by default, that any approved AI can read
Where to start
GTM AI Bootcamp
The bootcamp builds what its first play needs. A fuller build is an Implementation.
Before you book
Isn't this what our CRM is for?
Your CRM holds records. It doesn't hold the activity from your other tools, or the definitions AI needs.
Our data team already runs dbt models on a warehouse.
Then we build inside it. The GTM tables and definitions sit next to your models, reviewed by your data team like any other change.
How long does it take?
The tables the first play needs are built in the bootcamp's first week. A fuller build is scoped as an Implementation.
Who can see the call transcripts once they're in?
Whoever your warehouse permissions allow. We'll walk your security team through access before kickoff.
Where's your line stuck?
Bring the question you can't answer today
30 minutes. We'll tell you which tables would answer it.
Book a call