Understanding the Vetta data model
How Vetta structures your sales data: People and Leads, Companies, Opportunities, Tasks, Notes and pipelines, and how they relate to each other.
Updated October 25, 2026 · 8 min read
The Vetta data model is built around the records that matter in a sales operation: People, Companies, Opportunities, Tasks and Notes, plus the pipelines you run them through. Every person you track sits on one of two lists, Leads (prospects you have not qualified yet) or People (the contacts you are working with). Knowing how these pieces relate helps you set up your workspace correctly from the start.
Core entities
People
A Person record represents an individual contact. Every Person has:
- Standard fields: name, emails, phones, job title, city, LinkedIn
- A Company association (optional, but recommended)
- The Opportunities they are linked to
- An activity timeline showing every interaction automatically
- Vetta Brain insights drawn from their conversations, notes and meetings
People · RecordA lead is a Person record too. What separates the two lists is explained in Leads and People below.
Companies
A Company record represents an organisation. Companies have:
- Standard fields: name, domain, LinkedIn, address, employee count, annual revenue
- Multiple associated People
- Multiple associated Opportunities
- Fields that enrichment can fill automatically
Opportunities
An Opportunity represents a specific sales deal. Each opportunity:
- Has a Stage, an Amount and a Close date, and moves through its stages until it is won or lost
- Is linked to a Company and a Point of Contact
- Has its own Vetta Brain insights and run history
- Has a full activity timeline
Tasks
Tasks are action items attached to People, Companies or Opportunities. A task has a title, due date, assignee and status. Tasks are listed in the sidebar under CRM entities, next to People, Companies and Opportunities.
Notes
Notes are rich-text records attached to any record, supporting formatted text and attachments. Notes do not have a page of their own in the sidebar: you find them on each record's Notes tab. Records also support comments with mentions for internal team discussion.
Pipelines and custom entities
A pipeline is not a separate list of contacts. It is a layer on top of People, Companies or Opportunities that runs those records through a process of your own, such as fundraising, partnerships or outbound, with its own stages, fields and views. Each record can be in a given pipeline only once. Use an opportunity when the deal itself is the thing, with a value and a close date; use a pipeline to move people, companies or deals through a process. See Working with pipelines.
Choosing between Opportunities and Pipelines. An opportunity is an entity of its own, each one a deal with its own stage, Estimated MRR, close date, company and point of contact, moving until won or lost. A pipeline is a layer on top of People, Companies or Opportunities (the tag beside it shows which) with its own stages, fields, a table and a kanban, and each record can be in it only once. Use an opportunity when the deal is the thing, and a pipeline to run a process.
Transcript
You've got deals to track, and two places that sound alike: Opportunities and Pipelines. An opportunity is an entity of its own. Each one is a deal. Open it, and it has its own fields, like its stage, its Estimated MRR, its close date, its company and its point of contact. Its stage moves along until the deal is won or lost. A pipeline is different. It isn't a separate list of contacts. It's a layer on top of People, Companies or Opportunities, and the tag beside it shows which. Cold outbound is built on People. Open it, and those same people move through the pipeline's own stages, with its own fields and two views: a table and a kanban. Each person can be in a pipeline only once, and their record lists the pipelines they're in. So use an opportunity when the deal itself is the thing, with a value and a close date. Use a pipeline to run people, companies or deals through a process, like fundraising, partnerships or outbound.
When the built-in entities do not fit what you track, you can also create custom entities with their own fields, views and automation; see Managing entities.
Leads and People
Leads and People are two lists of the same kind of record. A lead is an ordinary Person record with Is Tracked on and Qualified off; a contact in People has both on. Because it is one record, a person's emails, notes, conversations and sequence history stay with them when they move from Leads to People.
You find Leads under Lead generation in the sidebar. On that page, Lead Scout adds its own columns: the dual score, the last signal, the source and the agent that found the person.
The difference between Leads and People in Vetta. Leads are prospects you have not qualified, People are the contacts you are working with, and both are person records: Is Tracked on and Qualified off is what makes someone a lead. Leads shows Lead Scout columns (dual score, last signal, source, agent), emails and notes stay with the record when promoted, and a company stays off the Companies page while all its people are leads. Use it when a lead is missing from People.
Transcript
You've found someone on the Leads page and wondered why they aren't in People. Everyone you track starts on one of two lists. Leads are prospects you haven't qualified yet. People are the contacts you're working with. When you promote someone, they sit on both: in People, and still in Leads with a Converted at date. On Leads, Lead Scout adds its own columns: the dual score, the last signal, the source, and the agent that found them. Open Sofia, and it's an ordinary person record. Is Tracked is on and Qualified is off: that's all that makes her a lead. Her emails, notes, conversations and sequence history live on this record, so they move with her when she's promoted. Her company follows her too. While all of LumenPay's people are leads, it stays off the Companies page, but it still opens from her record. People land in Leads when an agent finds them, when you create them here, or through an agent's Import CSV. Everything else lands in People: the People page, calendar and email sync, workflows and the API. So a stranger who books a meeting shows up in People. And an agent's own list of leads is separate. Someone can be an agent's lead and already be in People.
Where a new person lands depends on how they arrived:
- Leads: people an agent finds, people you create on the Leads page, and people brought in with an agent's Import CSV
- People: everything else, including records you create or import on the People page, people created by your connected mailbox and calendar, workflows and the API. So a stranger who books a meeting shows up in People
- Neither list: contacts created from LinkedIn or WhatsApp chats when that account's sync is on Everything are untracked. They sit in the Inbox under Synced (Not in People) until someone uses Add to people. See Managing personal or unsynced conversations
Mailbox contact auto-creation skips personal addresses such as Gmail by default, and people on your own domain. See Email and calendar integration.
Companies follow their people. While every person at a company is a lead, the company stays off the Companies page, but it still opens from the lead's record.
An agent's own list of leads is a separate thing again: it lists the people that agent found, so someone can be an agent's lead and already be in People. See Reviewing agent leads.
How a lead becomes a contact
Once a lead is worth working with, you promote them to People:
- On the Leads page, tick the leads you want.
- Click Promote in the bar at the bottom.
- The promoted people now show up in People, and they also stay in Leads with a Converted at date.
How a lead becomes a contact, by hand or automatically. On the Leads page, tick leads and click Promote: they move into People and stay in Leads with a Converted at date, and the Converted view lists those promoted in the last fourteen days. Vetta also promotes a lead as soon as a meeting is set. Demote on People takes them back out, clearing Converted at. Their companies appear in Companies. Leads count toward your plan record limit. Use it to qualify prospects.
Transcript
Once a lead is worth working with, you promote them to People. On the Leads page, tick the leads you want, and the bar at the bottom shows Promote. Click it, and three records are promoted to People. They stay in Leads, with a Converted at date, and they show up in People too. Open the Converted view to see everyone you promoted in the last fourteen days, newest first. That keeps the full history for your analytics. You won't always have to do it yourself. Vetta promotes a lead on its own as soon as a meeting is set. Over in People, they're all here, away from the clutter of everyone who isn't qualified yet. Their companies show up in Companies too, ready for opportunities and pipelines. Open one. Qualified is on, and Converted at shows when it happened. Changed your mind? Tick them, and on People, the same button reads Demote. It takes them out of People, and they stay in Leads, without the Converted at date. And because leads are person records too, they count toward your plan's record limit.
Promotion keeps both views of the same person on purpose. In People, you work the relationship away from the clutter of everyone who is not qualified yet. In Leads, the Converted at date keeps the full history for your analytics: open the Converted view to see everyone promoted in the last fourteen days, newest first. On the person's record, Qualified is on and Converted at shows when it happened.
Their companies show up in Companies too, ready for opportunities and pipelines.
You will not always have to do it yourself: Vetta promotes a lead automatically as soon as a meeting is set.
To undo a promotion, tick the people on the People page, where the same button reads Demote. Demoting takes them out of People and clears their Converted at date, and they stay in Leads.
Leads are Person records, just like contacts in People. Your plan includes unlimited records, so there is no cap on how many leads your agents bring in.
How entities relate
Company
└── People (individuals at that company)
└── Opportunities (deals involving those people)
├── Notes (context, meeting summaries)
└── Tasks (follow-ups, next steps)
When you view a Company record, you see all linked People, all Opportunities, all Notes and all Tasks in one place.
Activity timeline
Every entity has an Activity Timeline: a chronological feed of everything that happened:
| Activity | Auto-logged? |
|---|---|
| Email sent / received | Yes (when email is connected) |
| Email opened / clicked | Yes (with tracking enabled) |
| Meeting booked | Yes (when calendar is connected) |
| WhatsApp message | Yes (when WhatsApp is connected) |
| LinkedIn message | Yes (when LinkedIn is connected) |
| Note added | Manually |
| Deal stage changed | Yes |
Common questions
Why is someone on the Leads page not in People?
They have not been qualified yet. Leads and People are two lists of the same Person record; promote the lead to move them into People. See Leads and People.
Do promoted leads disappear from Leads?
No. They stay in Leads with a Converted at date and also appear in People, so your lead history and conversion analytics stay complete. See How a lead becomes a contact.
Why is a company missing from the Companies page?
A company stays off the Companies page while all of its people are leads. Promote one of them and the company appears. See Leads and People.
Why are my LinkedIn contacts on neither list?
With LinkedIn or WhatsApp sync on Everything, contacts created from chats are untracked. They wait in the Inbox under Synced (Not in People) until you use Add to people. See Leads and People.
How do I promote a lead to People?
On the Leads page, tick the leads you want and click Promote in the bar at the bottom. Vetta also promotes a lead on its own as soon as a meeting is set. See How a lead becomes a contact.
Can I undo a promotion?
Yes. Tick the people on the People page, where the same button reads Demote. They leave People and stay in Leads without the Converted at date. See How a lead becomes a contact.
Should I use an opportunity or a pipeline?
Use an opportunity when the deal itself is the thing, with a value and a close date. Use a pipeline to move people, companies or deals through a process of your own, such as fundraising or outbound. See Pipelines and custom entities.
Is there a limit on how many leads I can have?
No. Leads are Person records, just like contacts in People, and your plan includes unlimited records. See How a lead becomes a contact.
Key outcome
You now know where every person in your workspace lives and why: leads wait on their own list until they are worth working, promotion moves them into People without losing their history, and companies, opportunities and pipelines build on top of those records. That structure keeps every interaction in context and gives your team and Vetta Brain a complete picture.
Still stuck?
We reply the same business day, 9:00 to 17:00 CET, Monday to Friday.