Sales & Marketing¶

This domain models the organization's commercial activity, market engagement, and external market presence.

Purpose¶

The domain provides the commercial context required to understand how organizational products and services move from market awareness through engagement, opportunity, conversion, customer relationships, partnerships, and revenue generation.

Scope¶

The Sales & Marketing domain covers:

Sales
Marketing
Business development
Partnerships
Leads and opportunities
Proposals
Meetings
Pipeline
Conversion
Customer acquisition
Customer retention
Market activity
Social media
Web analytics

Social Media is treated as a channel and measurement area within Sales & Marketing rather than as a separate organizational domain. It models the organization's presence, activity, audience, content, and performance across external social media platforms (currently X, LinkedIn, TikTok, and Instagram).

Social Media's own domain model, platform notes, field matrix, and source-to-canonical mappings are documented under social-media/, starting with the Social Media overview.

The canonical, organization-level metrics derived from social platform data (follower count, impressions, reach, engagement rate, and related measurements) are published as part of this domain's metrics catalogue, using this domain's sales.* identifiers rather than the social.* identifiers used in earlier drafts of the social media field matrix and source mappings.

Web Analytics¶

Web Analytics is treated as a channel and measurement area within Sales & Marketing rather than as a separate organizational domain. It models visitor traffic, behaviour, engagement, acquisition, key events, retention, and related outcomes across the organization's public-facing websites, currently measured through Google Analytics 4 (GA4).

Web Analytics is organized around individual GA4 properties, with each property representing a distinct website or application being measured. The domain preserves the property as a first-class dimension so that analytics from different websites are not flattened into a single undifferentiated total.

The Web Analytics domain model, field matrix, and source-to-canonical mappings are documented under web-analytics/, starting with the Web Analytics overview.

The canonical, organization-level metrics derived from web analytics data are published as part of this domain's metrics catalogue, using this domain's sales.* identifiers. Web analytics metrics are kept distinct from existing Sales & Marketing metrics where the underlying concept differs, such as GA4 engagement rate, key events, and web retention.

Systems and Data Sources¶

CRM system
Social media platform APIs (X, LinkedIn, TikTok, Instagram, Facebook — see Social Media)
Google Analytics 4 (GA4) properties (see Web Analytics)

Key Concepts¶

Established through the organizational ontology and, for social platform and web analytics data specifically, the domain models described in the Social Media overview and Web Analytics overview.

Metrics and KPIs¶

Canonical metrics and KPIs for this domain are maintained in the Data Dictionary and published at:

Data Assets¶

Processes¶

To be documented through sales, marketing, and business development process discovery.

The domain provides the commercial context required by Products, Projects, Finance, and organizational outcomes more broadly.