Contents:

• Overview
• Core Journey Objects
• Object Creation and Maintenance
• Opportunity Contact Role Syncing
• Object Relationships
• Reportable Objects and Fields
• Summary

 

Overview

The Journey object serves as a core container and tracking mechanism that enables organizations to effectively manage buying group activities throughout their sales process. Key aspects of the Journey object include:

• Pre-Opportunity Tracking: Enables tracking of buying group activities before opportunity creation, particularly for marketing driven processes.
• Member Management: Contains both potential and confirmed members (Leads and Contacts), each with associated sales and marketing signals.
• Signal Aggregation: Collects and manages engagement signals from various members to determine Journey activation thresholds.
• Opportunity Integration: Provides two-way sync with Opportunities, allowing member conversion to contact roles and vice versa.
• Segmentation Support: Each Account can have multiple Journeys differentiated by Segments, such as product lines or industries.

Understanding the Journey object's structure and relationships with other key objects is essential for effective Journey management. For information about the Journey Record Page and Journey Tracker Interface, see LeanData Journeys - Journey Record Page and Tracker.

 

Core Journey Objects

• (Buying Group) Journey: A custom object created and managed by LeanData that serves as a container for potential and confirmed buying group members and signals associated with these members. A Journey can be linked with an Opportunity and will be part of a specific Account. Journeys can be categorized into different Segments.
• (Buying Group) Member: A Lead or Contact with relevant signals that is associated to a Journey. Members can be either potential (identified by LeanData based on configured criteria) or confirmed (manually verified by users). Potential Members are grouped by their Personas. Confirmed Members are assigned specific roles in the buying group, which map to Contact Roles on any linked Opportunity.
• (Buying Group) Signals: Engagement activities from buying group members, such as Campaign Member status changes, Tasks, or Events. Signals are a generalized version of Campaign Members (for Marketing Signals) or Tasks and Events (for Sales Signals).
  • Please Note: Signals are stored off-platform, so signal records cannot be accessed in Salesforce reporting.
• (Buying Group) Persona: A classification that defines a member's organizational role and context. Each Segment has its own Personas. Users can create custom criteria to categorize members into personas or use LeanData Job Title Classification for automatic categorization.
• (Buying Group) Role: The specific function a member performs within a buying group, such as Economic Buyer, Decision Maker, or Champion. When a Journey is linked to an Opportunity, these roles can be mapped to corresponding Contact Roles.

 

Object Creation and Maintenance

Objects are created and updated automatically when they meet specified configuration criteria.

• A Journey is created when there is a single Potential Buying Group Member.
• A Potential Buying Group Member is created when a Lead or Contact has a single Buying Group Signal.
• In other words, one Signal generates both a Potential Member and its associated Journey.

A Signal is created within a given Segment when all of the following conditions are met:

• A new Task, Event, or Campaign Member meets the criteria to be recognized as a Signal within this Segment, either through an update within the configured Signal Lookback Window or when initially created.
• The Lead or Contact's Account matches the Account filters that are configured in the Segment's General tab.
• The Lead or Contact passes the Lead and Contact filters configured under the Members tab in the Segment.
• The Lead or Contact matches a specific Persona defined under the Members tab in the Segment.

Each new or updated Task, Event, or Campaign Member is evaluated as a Signal across all configured Segments. This means one Task, Event, or Campaign Member can generate multiple Signals, potentially one for each Segment. Likewise, a single Lead or Contact can be a Member across multiple Journeys, with a new Member object created for each Journey.

When a Journey is created, it automatically includes Persona records for each Persona that was defined in the Segment configuration. Each Persona serves as a parent object for all Members who match its criteria.

 

Opportunity Contact Role Syncing

When a Journey is linked to an Opportunity, there is a direct one-to-one mapping between Opportunity Contact Roles and confirmed Buying Group Members. If a user manually adds a Contact Role to the linked Opportunity, LeanData automatically creates a corresponding Member if one does not exist. Similarly, any confirmed Buying Group Members are automatically mapped as Contact Roles on the Opportunity. When a role is updated for either a confirmed Buying Group Member or an Opportunity Contact Role, LeanData automatically syncs the change to the corresponding record.

For more information on these settings, see LeanData Journeys - Settings Guide.

 

Object Relationships

The following outlines the relationships between the different Journeys related objects.

• Journey to Account: A many-to-one relationship exists between Journeys and an Account. However, there can only be one Journey per Segment for each Account. An Account cannot have multiple Journeys within the same Segment.
• Journey to Opportunity: An optional one-to-one relationship exists when a Journey is linked to an Opportunity. Once linked, the Journey's roles automatically sync bidirectionally with Opportunity Contact Roles.
• Member to Journey: A many-to-one relationship exists between Members and their Journey. Each Journey contains multiple members, while a member can only belong to one Journey at a time. However, individual Leads or Contacts can participate in multiple Journeys through separate Journey Member records.
• Signal to Member: A many-to-one relationship exists between Signals and a Member, tracking the different engagements per member. Each member can have multiple signals associated with their marketing and sales activities.
• Member to Persona: A many-to-one relationship exists between Members and a Persona. Each member is categorized into exactly one Persona based on their title, role, or other configured criteria. A Persona can contain multiple members who fit its classification criteria.
• Persona to Journey: A many-to-one relationship exists between Personas and a Journey, by Segment. Each Journey has multiple Personas defined based on the Segment configuration, and these Personas serve as grouping containers for both potential and confirmed members who match their classification criteria.
• Member to Role: A many-to-one relationship exists between Members and a Role within a Journey. Each confirmed member must be assigned exactly one Role, while each Role can have multiple members filling that Role. Roles define the member's function within the buying group, such as Champion or Decision Maker, and map directly to Contact Roles when linked to an Opportunity.
• Role to Journey: A many-to-one relationship exists between Roles and a Journey, by Segment. Each Journey has multiple predefined Roles that need to be filled by confirmed members. These Role definitions are configured at the Segment level and determine what roles are required or optional for each Journey.

 

Reportable Objects and Fields

Many of these Journeys objects are available to build your own Reports and Dashboards. Details for the different objects are below. Not all objects and fields are listed.

 

Object: LD_Journey__c

Field Name	Data Type / Description
Status__c	Text - Can be Unqualified, Closed, Triggered for Routing, Qualified, or Invalid
Invalid_Reason__c	Text
Opportunity__c	Lookup
Account__c	Lookup
Segment__c	Lookup
Segment_Name__c	Text
Last_Routed_Date__c	Date - Last time the Journey was routed, including the routing scheduler
Qualified_Date__c	Date - When the Journey first met routing trigger conditions
Invalid_Date__c	Date
Close_Date__c	Date
Number_Of_Members__c	Number
Number_Of_Potential_Members__c	Number
Potential_Member_Personas__c	Text - Semicolon separated, for trigger conditions
External_UUID__c	Text
Opportunity_Linked_Date__c	Date
Score__c	Number - Aggregate of Score on Member objects
First_Signal_Date__c	Date
First_Sales_Signal_Date__c	Date
First_Marketing_Signal_Date__c	Date
First_Marketing_Signal_Campaign__c	Lookup
First_Signal_Type__c	Text - Sales or Marketing
Last_Signal_Date__c	Date
Last_Sales_Signal_Date__c	Date
Last_Marketing_Signal_Date__c	Date
Last_Signal_Type__c	Text - Sales or Marketing
First_Signal_Days_To_Journey_Qualified__c	Number
Journey_Qualified_Days_To_Opp_Created__c	Number
First_Signal_Days_To_Opportunity_Close__c	Number
First_Signal_Days_To_Opportunity_Created__c	Number
Total_Signals__c	Number
Total_Marketing_Signals__c	Number
Total_Sales_Signals__c	Number
Total_Unique_Roles__c	Number
Ideal_Total_Unique_Roles__c	Number

 

Object: LD_Journey_Persona__c

Field Name	Data Type / Description
Buying_Group_Journey__c	Lookup
Status__c	Text
Invalid_Reason__c	Text
Invalid_Date__c	Date
Segment__c	Lookup
Segment_Name__c	Text
Score__c	Number - Aggregate of Score on Member objects
Suggested_Role_Mapping__c	Text
Number_Of_Members__c	Number
Number_Of_Potential_Members__c	Number
First_Signal_Date__c	Date
First_Sales_Signal_Date__c	Date
First_Marketing_Signal_Date__c	Date
First_Marketing_Signal_Campaign__c	Lookup
First_Signal_Type__c	Text - Sales or Marketing
Last_Signal_Date__c	Date
Last_Sales_Signal_Date__c	Date
Last_Marketing_Signal_Date__c	Date
Last_Signal_Type__c	Text
First_Signal_Days_To_Journey_Qualified__c	Formula
First_Signal_Days_To_Opportunity_Close__c	Formula
First_Signal_Days_To_Opportunity_Created__c	Formula
Total_Signals__c	Number
Total_Marketing_Signals__c	Number
Total_Sales_Signals__c	Number
External_UUID__c	Text

 

Object: LD_Journey_Member__c

Field Name	Data Type / Description
Status__c	Text - Can be Potential, Confirmed, Invalid, or Removed
Score__c	Number - Mapped over from Lead or Contact score (optional)
Segment__c	Lookup
Segment_Name__c	Text
Opportunity__c	Formula
Account__c	Formula
Invalid_Reason__c	Text
Invalid_Date__c	Date
Buying_Group_Journey__c	Lookup
Buying_Group_Persona__c	Lookup
Prospect_Title__c	Text
Title_Cluster__c	Text
Lead__c	Lookup
Contact__c	Lookup
Member_Object_Type__c	Formula
First_Signal_Date__c	Date
First_Sales_Signal_Date__c	Date
First_Marketing_Signal_Date__c	Date
First_Marketing_Signal_Campaign__c	Lookup
First_Signal_Type__c	Text - Sales or Marketing
Last_Signal_Date__c	Date
Last_Sales_Signal_Date__c	Date
Last_Marketing_Signal_Date__c	Date
Last_Signal_Type__c	Text
Total_Signals__c	Number
Total_Marketing_Signals__c	Number
Total_Sales_Signals__c	Number
Role__c	Text - Equivalent of Contact Role pre-Opportunity. Must map 1:1 with Contact_Role__c when an Opportunity is linked
Lead_Conversion_Date__c	Formula
Contact_Role_Created_Date__c	Date
Confirmed_Date__c	Date
First_Signal_Days_To_Journey_Qualified__c	Formula
First_Signal_Days_To_Opportunity_Close__c	Formula
First_Signal_Days_To_Opportunity_Created__c	Formula
External_UUID__c	Text

 

Summary

Journeys, Members, and Personas are standard Salesforce custom objects, so you can report on them with native reports and dashboards. The Journey object carries the pipeline timing and coverage metrics most teams want, the Member object carries per person engagement and role data, and the Persona object sits between them as a grouping layer. Keep in mind that Signals themselves are stored off-platform and are not reportable in Salesforce.

For questions or additional assistance, please contact LeanData Support.