Revenue Entity Interfaces
Revenue Entity Interfaces: Anchoring the System of Context
In revenue systems, clarity begins with defining the entities that matter most. Without a shared model of who we sell to, who the buyers are, how interactions unfold, and which deals are at stake, data remains fragmented and difficult to act upon. The Revenue Entity Interfaces in ROX provide this model — a consistent way to represent the actors, activities, and opportunities that drive revenue outcomes.
These entities are not generic abstractions. They are designed specifically for the revenue domain, reflecting the realities of how sales and customer success teams operate.
Core First-Class Entities
Company
A Company is the primary target of selling activity. In revenue terms, it represents the account — the legal and financial entity that holds budget, signs contracts, and becomes a customer. Companies act as anchors for related objects: opportunities, buyer personas, product usage, and support history.
Person
A Person is an employee of a company who participates in the buying process. They may act as decision-makers, champions, technical evaluators, or blockers. In revenue systems, persons are not just contacts — they are buyers with roles and influence that affect the outcome of deals.
Event
An Event represents the interactions that move deals forward (or stall them). Discovery calls, demos, negotiations, QBRs, and emails all fall into this category. Events capture time, participants, outcomes, and context, providing the temporal fabric that links sellers and buyers across the revenue cycle.
Opportunity
An Opportunity is the structured representation of a potential deal. It tracks value, stage, close date, and probability. Opportunities link the seller’s pipeline to specific companies and buyer personas, serving as the focal point for forecasting, reporting, and execution. They are where revenue intent becomes measurable and where success is ultimately recorded.
The Minimum Viable Revenue Graph
Together, these four entities form the minimum viable graph for revenue context:
Sellers pursue Companies.
Companies consist of Persons who act as buyers.
Events capture interactions between sellers and buyers.
Opportunities track the deals that emerge from those interactions.
This core graph is the backbone of the revenue knowledge model. By layering on additional entities such as Communications (emails, Slack threads, call transcripts) and Product Signals (usage data, adoption metrics), the graph evolves into a living model of the revenue universe.
Extending the Model with Custom Entities
Not every organization’s revenue model fits neatly into the core entities of Company, Person, Event, and Opportunity. To address this, ROX supports Custom Entities — new entities that organizations can define based on their specific use cases.
A Custom Entity becomes a first-class object in ROX. It can have its own attributes, relationships, and lifecycle, just like the built-in entities. Once defined, Custom Entities are automatically integrated into ROX’s knowledge graph: they benefit from identity resolution, relationship mapping, enrichment, and queryability.
This flexibility enables organizations to build custom applications on top of ROX without rewriting the underlying data model.
Examples include:
Subscription — represent recurring contracts with renewal dates, MRR/ARR, and usage thresholds.
Campaign — model marketing campaigns and link them to the accounts and people they influenced.
Support Case — capture customer tickets and escalations, relating them to companies, people, and opportunities.
Product Feature — represent specific modules or features in a SaaS product to track adoption and upsell potential.
Benefits:
Tailored modeling: capture the unique concepts that matter in your revenue workflow.
Composable apps: use Custom Entities as building blocks for dashboards, workflows, and automations.
Customer 360 at scale: unify companies, buyers, opportunities, and domain-specific objects into a single contextual graph.
By combining the core entities with Custom Entities, ROX provides both a stable foundation and a flexible extension layer — enabling teams to evolve their revenue applications as their business grows.
Unified Interfaces for Interaction
Defining entities is only half the solution. The true value comes from the fact that ROX exposes these entities through a unified interface that can be accessed consistently across all user and developer touchpoints:
Web Application — interactive dashboards and entity views, giving operators and sellers real-time context into accounts, buyers, opportunities, and interactions.
Agent Tools — programmatic access for automation and AI agents that can retrieve, enrich, and act on entity data (e.g., generate meeting briefs, detect risk in opportunities).
iOS App — mobile-first access to the same entity graph, enabling sellers to prepare for meetings, log updates, and engage with context on the go.
APIs and SDKs — developer-facing interfaces that allow external systems or custom apps to query and mutate entity data uniformly, regardless of source system.
Because the interface is unified, any entity — whether a built-in Company or a custom Subscription — behaves the same way across all surfaces. This uniformity ensures that applications built on ROX are portable, consistent, and scalable, without duplicating integration logic for each platform.
Why This Matters
Entity modeling is the foundation for scalable, intelligent revenue systems. With a clear and extensible entity model, surfaced through unified interfaces:
Fragmented data can be normalized into a shared context.
Applications and workflows can scale without costly schema rewrites.
Users and agents can access context consistently across web, mobile, and automation surfaces.
Revenue teams gain a single pane of glass, where every account, buyer, deal, and interaction is visible in context.
In the sections that follow, we will examine each first-class entity — Company, Person, Event, and Opportunity — in detail, and show how Custom Entities extend the model to fit the unique workflows of any revenue organization.
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