One Source of Truth for GTM Reporting Across Salesforce, HubSpot, Marketo, and Outreach
Leadership at an enterprise B2B company couldn't get consistent GTM reporting because numbers conflicted across Salesforce, HubSpot, Marketo, and Outreach. SiyaSphere built a unified data model in Snowflake with role-based Tableau dashboards offering real-time and snapshot views. Leadership now works from one source of truth and makes decisions without waiting for data reconciliation.
- Systems unified into one data model
- 4 → 1
- Systems unified into one data model
- Executive visibility
- Real-time
- Executive visibility
- Agreed set of GTM numbers
- 1
- Agreed set of GTM numbers
The challenge
- Leadership couldn't get consistent GTM reporting.
- Numbers conflicted across different tools and dashboards.
- Decisions were delayed while teams reconciled data.
What we built
- 1
Unified data model
Brought Salesforce, HubSpot, Marketo, and Outreach data into one model in Snowflake with shared definitions.
- 2
Role-based dashboards
Built Tableau dashboards for each leadership role, with both real-time and point-in-time snapshot views.
- 3
AI insights, human storytelling
Used AI to surface trends, with the RevOps team turning them into the narrative leadership reviews.
Results
- One source of truth for GTM data
- Real-time executive visibility
- Faster decision-making
- Leadership aligned on the same numbers
- Clear revenue storytelling
Key takeaway
Conflicting dashboards come from conflicting definitions. A shared data model in a warehouse fixes the definitions once, so every dashboard downstream agrees.