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01 CRM One Account from pipeline to invoice.
A rep opens an Account record. Pipeline, orders the customer placed, invoices finance issued, support tickets the agent closed — all on the same row. A credit hold finance places blocks checkout in the same transaction it posts. A discount marketing applies reads the same loyalty tier the rep sees. When the rep updates contract terms, storefront prices against the new terms on the next request. No reconciliation, no dual entry, no copy of the customer in five tools.
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One customer row
The Account the rep updates is the row storefront prices against, finance bills, and support replies to. Same record, every surface.
Pipeline writes to the order
A closed opportunity is the order in OMS in the same write — no CRM-to-OMS export, no reconciliation step.
Contract terms on the row
B2B price lists and tier discounts live on the Account. Storefront and finance both read them — no separate pricing engine.
Credit hold blocks checkout
Finance places a credit hold on the Account; storefront's next checkout request blocks in the same transaction.
Support reads the row
An agent sees order history, invoice balances, and contract terms without leaving the ticket — they read the same Account.
One audit log
Every Account write — sales, marketing, support, finance — logs actor, target, before, after. The CRO reads a config screen.
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02 Ecommerce Storefront writes the row finance reads.
A buyer checks out. An order writes directly to the same row OMS commits against, finance issues the invoice from, and warehouse will pick. There is no order-to-OMS export, no payment-to-finance sync, no cart-to-CRM webhook chain. Promotions, prices, and tax rules apply from the same records marketing and finance edit. AI Builder proposes upsells from the same product table storefront renders; the merchandiser ratifies. The boundary: AI does not commit orders on its own — the buyer does, the platform writes once.
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Checkout writes once
A cart commits an order on the row OMS will route and the GL will post. No webhook chain, no payment-to-finance sync job.
Promotions as data
Discounts, codes, and tier rules are records the merchandiser edits — not config in a partner repo. Storefront reads them live.
Inventory from warehouse
Availability reads the same stock count the warehouse writes. No cached copy, no nightly inventory feed.
Tax + finance on the row
Tax engine and GL coding live on the same product + customer records. The invoice posts on the order line, not via a sync.
AI proposes upsells
AI Builder reads the same product graph storefront renders and proposes upsells. The merchandiser ratifies.
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03 Sales & Marketing Campaigns that ship in minutes, not days.
A marketer opens the segment builder. A segment runs against the same Account table the CRM and storefront read — no reverse ETL, no segment-engine cache. A discount is a record on those Accounts; storefront prices against it on the next request. A journey writes back to the order it produced. At Laguna, marketing turns a single discount on or off in minutes — work that used to take developers two to three days. The campaign the CMO reports is the row the books close on.
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Segments read the live table
A segment is a query against the same Account table the CRM and storefront read — no nightly export to a marketing data warehouse.
Discount as a record
A promo is a row on the Account or product. Storefront, finance, and the rep all read the same discount.
Journey writes back
A campaign step writes the order it produced to the same row. Attribution is a query, not a reconciliation.
CMO + CFO same number
The number the CMO reports is the row the CFO closed the books on. No CSV, no monthly true-up.
A support ticket is the same row as the order, the invoice, and the Account. The agent reads what the rep wrote, storefront priced, and warehouse shipped.
Helpdesk runs in test deployments today. No production reference at Laguna yet — production data and macro library hardening before general availability.
Production vs Pilot
- CRM — one Account from pipeline to invoice
- Sales & Marketing — segments, campaigns, journeys on the same schema
- Ecommerce — storefront writes the same row finance reads
- Discounts and tier pricing on the Account record (live at Laguna: minutes vs 2–3 days)
- audit_events on every Account write across sales, marketing, support, finance
- Helpdesk — support ticket as the same row as the order, the invoice, the Account
- AI-proposed upsells and storefront merchandising
- AI-proposed campaign journeys and segment refinements
- AI-drafted support replies with source-record citations
- Multi-channel orchestration (email, paid, social) writing back to the Account
Where it fits
Front office shares records with OMS , ERP , Channels , CMS , Workflows , and AI Builder — the same row across every module that wrote it. No second copy, no reconciliation step.
Bring one front-office process — we'll model it live on your customer record.
A campaign your team wants to ship today, a discount your storefront disagrees with, a routing rule, a refund, or the segment that took 1–5 days to launch last quarter. Twenty-five minutes. We open admin, model the change against a sandbox of your Account + order data, and show what changes when sales, marketing, ecommerce, and support all read the same row.