02 / Revenue Engine · Build Status

A revenue engine, architected
end to end in HubSpot.

In progress

The full architecture and data layer are designed and documented — market sizing, lifecycle stages, lead-source taxonomy, deal stages with inspectable exit criteria, the team handoffs where pipeline leaks, and a governed data dictionary. What's next is standing it up live in the HubSpot portal. This page tracks exactly what's done, what's active, and what's up next.

3 of 5 phases complete  ·  11 / 19 build steps done
Design & data layer: complete → HubSpot build: up next
Complete — architecture & data design In progress / up next — live build Queued — reporting & handover
Complete In progress Next / queued
PHASE 01 Strategy & Data Foundation Complete
PHASE 02 GTM Architecture Complete
PHASE 03 Data & Automation Blueprint Complete
You are here — design done, build next
PHASE 04 HubSpot Implementation In progress
  • •
    Build objects & properties
    Create the fields from the data dictionary in the portal — correct types, picklists, owners, required flags.
  • Configure the deal pipeline
    Stand up the 6 stages with their exit criteria as stage requirements and probability.
  • Lifecycle & MQL scoring automation
    Workflows that move contacts L1→L7 on the real entry rules; MQL scoring threshold routes to SDR.
  • Lead routing & SLA workflows
    Source-based routing, enrichment/dedupe on create, and the 1-hour / 1-day handoff SLAs as live tasks.
  • Handoff automation — the seams
    Trigger the context package + owner change at each seam so nothing leaks between teams.
PHASE 05 Reporting & Handover Queued
  • Conversion & funnel dashboards
    CR1–CR6, stage funnel, and the customer base health × tier / NRR view.
  • Build handbook write-up
    The decision log — why each stage, field, and SLA is what it is.
  • Video walkthrough
    A screen-recorded tour of the live portal — added here once the build is standing.

The process flow — v5

The whole engine on one page: lead sources → lifecycle & sales funnel → team handoffs → customer base (health × tier) → revenue. Overlay marks each step as automate / hybrid / manual from a GTM-engineering view.

Zinier Revenue Engine — GTM Process Flow (v5 · Automation Lens) Lead Sources → Lifecycle & Sales Funnel → Team Handoffs → Customer Base (Health × Tier) → Revenue One CRM (HubSpot). Enterprise sales-led + partner + land-and-expand — no PLG. Stages: Required · Factual · Inspectable · Buyer-centric — never skip. · Overlay: hexagon = automate, half-disc = hybrid, circle = manual (GTM-Eng. view). Sales funnel = hybrid. Marketing SDR / BDR Account Exec Solutions Eng. Partner / Channel Implementation / PS Customer Success Renewals & Expansion RevOps / GTM Eng. Finance 1 · LEAD SOURCES Inbound — Content / SEO / Web Subscriber → MQL · demo → AE Inbound — Events / Webinars Subscriber → MQL · hot demo → AE Outbound — SDR Prospecting Lead → SQL (enters at Qualification) Partner / Channel Sourced Lead → SQL / Opportunity (co-sell) Customer Base — Expansion Evangelist → Opp (Type=Expansion) Referral / Advocacy Lead → SQL (warm intro) Sales-Sourced / Self-Gen Lead → Opportunity (AE end-to-end) ↺ Re-entry / Win-back Nurture Recycled contacts return here → re-qualify to MQL/SQL 2 · LIFECYCLE — CONTACTS AXIS how far a person has moved · CR1–CR6 measured on every transition L1 · SUBSCRIBER Marketing Opted in, no buying intent yet. L2 · LEAD Marketing ICP-fit or light engagement. L3 · MQL Marketing → SDR Crossed MQL threshold / high-intent action. L4 · SQL SDR / BDR SDR-worked; fit+need+timing (BANT/MEDDIC-light); Tier 1–3. L5 · OPPORTUNITY Account Exec Active deal, named AE, committee, forecastable amount. L6 · CUSTOMER Impl / PS → CS Closed-won, provisioning — the 'land'. L7 · EVANGELIST CS / Expansion Adopted; whitespace + references. → re-enters L5 as Expansion. “MQL is a QUEUE — hot leads route fast.” CR1 CR2 CR3 SAL CR4 CR5 CR6 3 · SALES FUNNEL — DEALS AXIS probability earned by exit criteria, not guessed · the L5 Opportunity, expanded 1 · Qualification / Discovery 10% Fit / pain / timing / committee access. c1 2 · Solution Fit / Demo 25% Tailored demo to modules & use-cases. c2 3 · Evaluation / Validation 50% POC + security + refs; econ. buyer ID'd. c3 4 · Proposal / Business Case 70% Quantified ROI to the economic buyer. c4 5 · Negotiation / Contracting 90% Final terms via legal / procurement. c5 6 · Closed-Won 100% Signed → Implementation + provisioning. Closed-Lost · 0% Capture reason + competitor → recycle to nurture. SQO → create Opportunity Closed-Won → Customer ↓ the Opportunity, as a deal, moves S1→S6 4 · TEAM HANDOFFS — THE SEAMS ⚡ automate the front stretch · 🔧 GTM-Eng. build point removes the ⚠ failure Marketing → SDR on MQL · SLA 1 business hr ⚠ thin-context MQLs; slow first touch. SDR → AE SQO · SLA 1 business day ⚠ no-show; notes too thin to prep. Partner → AE deal-reg · SLA 2 business days ⚠ channel conflict; sourced vs influenced. AE → Impl / PS Closed-Won · kickoff ≤5 days ⚠ sales over-promises scope. Impl → CS go-live · ≤5 business days ⚠ low adoption not flagged; CS blind. CS → Renewals 90–120 days before term ⚠ late engagement hides churn risk. CS → AE / Expansion expansion signal · ≤5 days ⚠ whitespace never converted. 5 · Finance Booking · ARR recognition ← AE on Closed-Won 6 · CUSTOMER BASE — HEALTH × TIER Install base 90 accts · T1 Strategic · T2 Enterprise · T3 Mid-Mkt · counts illustrative T1 T2 T3 BAND Expanding 3 6 5 14 Active / Adopted 5 14 22 41 New (onboarding) 2 5 9 16 At-Risk 1 4 7 12 Churned 0 2 5 7 adoption% → Active · whitespace+advocacy → Expanding (fires NRR Opp) usage decay → At-Risk · churn tracked apart so NRR stays clean 7 · Expansion Track Renewals & Expansion Whitespace Signal Validate Adoption Scope Expansion Type=Expansion Opp Close-Expand Re-enters main pipeline as Type=Expansion — skip discovery/demo; tracked apart so NRR stays clean. re-enters L5 as Type=Expansion 8 · REVENUE OUTPUTS New ARR from new-logo Closed-Won Expansion ARR from the expansion track ACV / ARPA avg contract value / account GRR & NRR gross + net revenue retention Total ARR install-base run-rate Revenue is an OUTCOME = the sum of every layer beneath it. To explain a move, walk DOWN to the layer that changed (activities → pipeline → win rate → ARR). Side loop · CHURNED / RECYCLED RevOps / Marketing · fed by Closed-Lost (deals) and churn (base) · goldmine — segment by reason Closed-Lost / Churned Reason captured Win-back nurture Re-qualify → MQL / SQL 9 · Automation seams AUTOMATED front stretch: L1→L3→SDR routing→first touch (speed-to-lead, MQL ≤1 business hr). ⚡ automated · 🔧 GTM-Eng. build point removes the ⚠ failure at each seam. Marketing SDR Account Executive Partner / Channel (overlay SQL→Opp) Implementation / PS Customer Success Renewals & Expansion RevOps / GTM Engineering — spans the entire engine (data model, routing, SLAs, automation, reporting) AUTOMATION LENS · GTM Engineering How the work should run. Team color (border) unchanged. AUTOMATE (23) system runs it end-to-end: routing, seams, sequences, rollups HYBRID (12) system preps, gates & documents · a human decides / sells MANUAL (5) relationship-first, low-volume — automation adds little Sales stages are HYBRID: the AE owns the conversation; automation runs the admin (deal creation, MEDDICC prompts, call logging, CPQ quotes, CLM/DocuSign, approvals). Hexagon = automate · Half-disc = hybrid · Circle = manual.
Zinier Revenue Engine · GTM Process Flow (v5 · automation lens) — scroll to pan · open full-size for detail

The data dictionary — v2.2

The governance layer that keeps reporting trustworthy: every field defined once, with one system of record and an explicit automation call.

5Objects
Company · Contact · Deal+ Subscription · Partner
1System of record / field
7-pointField-creation gate
Automate — enrichment, formula, sync Hybrid — AI drafts, human validates Manual — judgment by design (good friction)
Open the full process flow ⤢ Open the data dictionary ⤢

Zinier Revenue Engine — Process Flow (v5)

Lead sources → lifecycle & sales funnel → team handoffs → customer base → revenue · automation lens
Close ✕
Zinier Revenue Engine — GTM Process Flow (v5 · Automation Lens) Lead Sources → Lifecycle & Sales Funnel → Team Handoffs → Customer Base (Health × Tier) → Revenue One CRM (HubSpot). Enterprise sales-led + partner + land-and-expand — no PLG. Stages: Required · Factual · Inspectable · Buyer-centric — never skip. · Overlay: hexagon = automate, half-disc = hybrid, circle = manual (GTM-Eng. view). Sales funnel = hybrid. Marketing SDR / BDR Account Exec Solutions Eng. Partner / Channel Implementation / PS Customer Success Renewals & Expansion RevOps / GTM Eng. Finance 1 · LEAD SOURCES Inbound — Content / SEO / Web Subscriber → MQL · demo → AE Inbound — Events / Webinars Subscriber → MQL · hot demo → AE Outbound — SDR Prospecting Lead → SQL (enters at Qualification) Partner / Channel Sourced Lead → SQL / Opportunity (co-sell) Customer Base — Expansion Evangelist → Opp (Type=Expansion) Referral / Advocacy Lead → SQL (warm intro) Sales-Sourced / Self-Gen Lead → Opportunity (AE end-to-end) ↺ Re-entry / Win-back Nurture Recycled contacts return here → re-qualify to MQL/SQL 2 · LIFECYCLE — CONTACTS AXIS how far a person has moved · CR1–CR6 measured on every transition L1 · SUBSCRIBER Marketing Opted in, no buying intent yet. L2 · LEAD Marketing ICP-fit or light engagement. L3 · MQL Marketing → SDR Crossed MQL threshold / high-intent action. L4 · SQL SDR / BDR SDR-worked; fit+need+timing (BANT/MEDDIC-light); Tier 1–3. L5 · OPPORTUNITY Account Exec Active deal, named AE, committee, forecastable amount. L6 · CUSTOMER Impl / PS → CS Closed-won, provisioning — the 'land'. L7 · EVANGELIST CS / Expansion Adopted; whitespace + references. → re-enters L5 as Expansion. “MQL is a QUEUE — hot leads route fast.” CR1 CR2 CR3 SAL CR4 CR5 CR6 3 · SALES FUNNEL — DEALS AXIS probability earned by exit criteria, not guessed · the L5 Opportunity, expanded 1 · Qualification / Discovery 10% Fit / pain / timing / committee access. c1 2 · Solution Fit / Demo 25% Tailored demo to modules & use-cases. c2 3 · Evaluation / Validation 50% POC + security + refs; econ. buyer ID'd. c3 4 · Proposal / Business Case 70% Quantified ROI to the economic buyer. c4 5 · Negotiation / Contracting 90% Final terms via legal / procurement. c5 6 · Closed-Won 100% Signed → Implementation + provisioning. Closed-Lost · 0% Capture reason + competitor → recycle to nurture. SQO → create Opportunity Closed-Won → Customer ↓ the Opportunity, as a deal, moves S1→S6 4 · TEAM HANDOFFS — THE SEAMS ⚡ automate the front stretch · 🔧 GTM-Eng. build point removes the ⚠ failure Marketing → SDR on MQL · SLA 1 business hr ⚠ thin-context MQLs; slow first touch. SDR → AE SQO · SLA 1 business day ⚠ no-show; notes too thin to prep. Partner → AE deal-reg · SLA 2 business days ⚠ channel conflict; sourced vs influenced. AE → Impl / PS Closed-Won · kickoff ≤5 days ⚠ sales over-promises scope. Impl → CS go-live · ≤5 business days ⚠ low adoption not flagged; CS blind. CS → Renewals 90–120 days before term ⚠ late engagement hides churn risk. CS → AE / Expansion expansion signal · ≤5 days ⚠ whitespace never converted. 5 · Finance Booking · ARR recognition ← AE on Closed-Won 6 · CUSTOMER BASE — HEALTH × TIER Install base 90 accts · T1 Strategic · T2 Enterprise · T3 Mid-Mkt · counts illustrative T1 T2 T3 BAND Expanding 3 6 5 14 Active / Adopted 5 14 22 41 New (onboarding) 2 5 9 16 At-Risk 1 4 7 12 Churned 0 2 5 7 adoption% → Active · whitespace+advocacy → Expanding (fires NRR Opp) usage decay → At-Risk · churn tracked apart so NRR stays clean 7 · Expansion Track Renewals & Expansion Whitespace Signal Validate Adoption Scope Expansion Type=Expansion Opp Close-Expand Re-enters main pipeline as Type=Expansion — skip discovery/demo; tracked apart so NRR stays clean. re-enters L5 as Type=Expansion 8 · REVENUE OUTPUTS New ARR from new-logo Closed-Won Expansion ARR from the expansion track ACV / ARPA avg contract value / account GRR & NRR gross + net revenue retention Total ARR install-base run-rate Revenue is an OUTCOME = the sum of every layer beneath it. To explain a move, walk DOWN to the layer that changed (activities → pipeline → win rate → ARR). Side loop · CHURNED / RECYCLED RevOps / Marketing · fed by Closed-Lost (deals) and churn (base) · goldmine — segment by reason Closed-Lost / Churned Reason captured Win-back nurture Re-qualify → MQL / SQL 9 · Automation seams AUTOMATED front stretch: L1→L3→SDR routing→first touch (speed-to-lead, MQL ≤1 business hr). ⚡ automated · 🔧 GTM-Eng. build point removes the ⚠ failure at each seam. Marketing SDR Account Executive Partner / Channel (overlay SQL→Opp) Implementation / PS Customer Success Renewals & Expansion RevOps / GTM Engineering — spans the entire engine (data model, routing, SLAs, automation, reporting) AUTOMATION LENS · GTM Engineering How the work should run. Team color (border) unchanged. AUTOMATE (23) system runs it end-to-end: routing, seams, sequences, rollups HYBRID (12) system preps, gates & documents · a human decides / sells MANUAL (5) relationship-first, low-volume — automation adds little Sales stages are HYBRID: the AE owns the conversation; automation runs the admin (deal creation, MEDDICC prompts, call logging, CPQ quotes, CLM/DocuSign, approvals). Hexagon = automate · Half-disc = hybrid · Circle = manual.
Scroll to pan · pinch / ⌘-scroll to zoom

Zinier CRM — Data Dictionary (v2.2)

5 objects · 40 fields · one system of record each · Automate / Hybrid / Manual handling
Close ✕
Automate no human touch Hybrid AI drafts, human validates Manual judgment by design (good friction)
FieldDefinitionTypeOwner HandlingRequiredUsed in
Company · Account-level firmographics, tiering, health · 10 fields
COMP_IndustryVertical the account operates in.PicklistRevOpsAutomateYesICP score; Segmentation; Routing
COMP_Employee_CountCompany headcount band.NumberRevOpsAutomateYesICP score; Segmentation
COMP_Field_Tech_CountNumber of field technicians - FSM seat/ACV sizing signal.NumberRevOps / AEHybridNoACV model; ICP fit
COMP_ERP_SystemIncumbent ERP the account runs (SAP/Oracle/Dynamics/IFS/Infor/NetSuite/other) - the basis Zinier scopes & quotes integrations on.PicklistRevOps / AEHybridNoICP technographics; Integration scope; Quote basis
COMP_ICP_TierStrategic tier: T1 Strategic / T2 Enterprise / T3 Mid-Mkt.PicklistRevOpsAutomateYesRouting; Scoring; Dashboards; Forecasting
COMP_ICP_Score0-100 fit score (firmographics + technographics + signals).FormulaRevOpsAutomateNoTiering; Routing
COMP_Existing_FSM_SystemIncumbent FSM tool / competitor in the account.PicklistAEHybridNoCompetitive win/loss
COMP_Health_ScoreCustomer health 0-100 (usage + support + NPS).FormulaCSAutomateNoAt-risk flag; NRR
COMP_Health_BandExpanding / Active / New / At-Risk / Churned.PicklistCSAutomateNoCustomer-base matrix; Expansion trigger
COMP_GoLive_DateDate the account went live (implementation complete) - time-to-value milestone; fires CS handoff.DateImpl / PSHybridNoTime-to-value; CS handoff trigger; Onboarding SLA
Contact · Person-level persona, lifecycle, source · 6 fields
CONT_PersonaBuyer persona type.PicklistMarketingAutomateYesRouting; Sequences; Reporting
CONT_Lifecycle_StageSubscriber -> Lead -> MQL -> SQL -> Opp -> Customer -> Evangelist.PicklistMktg / SDRAutomateYesCR1-CR6 conversion
CONT_Buyer_RoleAssociation label: Economic Buyer / Champion / Technical / User.PicklistAEHybridConditionalMEDDIC (E & C); Deal score
CONT_Lead_SourceAcquisition channel for the contact.PicklistMarketingAutomateYesAttribution; CAC
CONT_MQL_DateTimestamp the contact crossed the MQL threshold.DateSystemAutomateNoSpeed-to-lead SLA
CONT_MQL_SLA_MetMQL -> SDR first touch within 1 business hour (SLA-met flag).FormulaRevOpsAutomateNoSpeed-to-lead SLA dashboard
Deal · Opportunity stages, MEDDIC, forecast · 17 fields
DEAL_PipelineNew Business / Expansion (kept separate for clean NRR).PicklistRevOpsManualYesPipeline separation; NRR
DEAL_StageQualification -> Solution Fit -> Evaluation -> Proposal -> Negotiation -> Closed.PicklistAEManualYesConversion rates; Forecast
DEAL_ACVAnnual contract value of the deal.CurrencyAEHybridConditionalForecast; Bookings
DEAL_Integration_ScopeWhich source systems are in scope for this quote (ERP/EAM/GIS/IoT + which ERP).Multi-selectAE / Solutions EngHybridConditionalACV model; Implementation scoping; Quote
DEAL_Integration_ComplexityNative / API / Custom - integration effort that drives quote & implementation timeline.PicklistSolutions EngHybridConditionalACV model; Implementation timeline
DEAL_Close_DateExpected close date.DateAEManualConditionalForecast timing
DEAL_Forecast_CategoryPipeline / Best Case / Commit - KEPT MANUAL on purpose (good friction).PicklistAEManualConditionalForecast roll-up
DEAL_MEDDIC_MetricsQuantified economic impact of solving the pain (1-5).PicklistAEHybridConditionalDeal health; Forecast
DEAL_MEDDIC_EconomicBuyerAccess to the person with budget authority (1-5).PicklistAEHybridConditionalDeal health; Forecast
DEAL_MEDDIC_DecisionCriteriaHow the buyer will decide - clarity/fit (1-5).PicklistAEHybridConditionalDeal health; Forecast
DEAL_MEDDIC_DecisionProcessSteps/timeline to a signed decision (1-5).PicklistAEHybridConditionalDeal health; Forecast
DEAL_MEDDIC_IdentifyPainSeverity/urgency of the identified pain (1-5).PicklistAEHybridConditionalDeal health; Forecast
DEAL_MEDDIC_ChampionStrength of the internal advocate (1-5).PicklistAEHybridConditionalDeal health; Forecast
DEAL_Deal_Health_ScoreSum of the six MEDDIC scores (x/30) - forecast guardrail.FormulaRevOpsAutomateNoForecast guardrail; At-risk queue
DEAL_Qualification_NotesConsolidated pain + decision-criteria narrative (companion to MEDDIC scores). Free text - keep light; detail lives in the call recording.TextAEHybridNoQualitative deal context
DEAL_Discussed_Not_PurchasedWanted but not bought - CS/upsell backtrack gold.Multi-selectAEHybridNoExpansion backtrack (CS)
DEAL_Closed_Lost_ReasonWhy the deal was lost.PicklistAEManualConditionalWin/loss; Recycle nurture
Subscription · Recurring revenue, seats, renewal · 5 fields
SUBS_MRRMonthly recurring revenue on the subscription.CurrencyFinanceAutomateYesARR formula; NRR
SUBS_ARRAnnual recurring revenue = MRR x 12 (formula, not manual).FormulaFinanceAutomateNoARR reporting; NRR
SUBS_Technician_SeatsLicensed field-technician seats on the contract.NumberFinance / CSAutomateYesExpansion whitespace
SUBS_Renewal_DateContract renewal date.DateCSAutomateYesRenewal pipeline trigger (90-120d)
SUBS_StatusActive / Churned (churn tracked apart for clean NRR).PicklistCSAutomateYesNRR
Partner · Channel type & deal registration · 2 fields
PART_Partner_TypeSystems Integrator / Reseller / Referral.PicklistPartnershipsManualYesPartner-sourced attribution
PART_Deal_RegistrationRegistered partner deal flag (on Deal).CheckboxPartnershipsHybridConditionalChannel-conflict guardrail