Registry v1.0.0
Standard Explorer
The open, neutral GTM data model — five canonical objects, their field definitions, identity keys, merge rules, and how each maps into vendor systems.
The durable organization-level entity, independent of whether it exists in a CRM, campaign tool, or enrichment provider.
The GTM-operational view of a Company: territory, segment, ownership, lifecycle stage, CRM structure.
An individual associated with a Company or Account, potentially across multiple roles or companies over time.
Any observed fact, event, or change that may influence GTM prioritization or action.
A touchpoint between the GTM system/team and a Person, Account, or Company.
About the standard
The GTM Standard defines the five canonical objects every GTM system already has a version of — Company, Account, Person, Signal, and Engagement — plus the identity keys and merge rules for reconciling them across vendors. It is free to adopt, community-owned, and extended through governed proposals. Paid tooling monetizes the install base — not the standard itself.
ICP, Persona, Play, Campaign, Template, Prompt, Decision, and Learning Record are workspace artifacts — the strategic layer your team builds and owns — not part of the Standard, and so they do not appear here.
Cross-object relationships
| Relationship | Cardinality |
|---|---|
| Company → Account | 1:many |
| Company → Person | 1:many |
| Account ↔ Person | many:many |
| Company/Account/Person → Signal | 1:many |
| Company/Account/Person → Engagement | 1:many |
| Signal ↔ Engagement | many:many |
Field conflict policy
When sources disagree: prefer user-owned systems (CRM) for operational fields like lifecycle stage or owner; prefer enrichment vendors for firmographics and contact attributes when fresher than the CRM; prefer observed event systems for engagement and intent; preserve conflicting values with source, timestamp, and confidence rather than silently overwriting.