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Overview

CustomerOS separates the idea of a Company from a Lead.
  • Companies are global, canonical records — enriched, maintained, and shared across all CustomerOS workspaces.
  • Leads are workspace-specific views of those companies, personalized by your ICP and enriched with relevant touchpoints, briefs, and contacts.
This design means every customer benefits from CustomerOS’s live company research, while still getting a perspective that is unique to their pipeline.

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Core Objects

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Companies (Global)

  • One canonical record for each company in the CustomerOS graph.
  • Continuously updated with firmographics, technographics, and market signals.
  • Shared across all CustomerOS customers.

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Leads (Workspace-Specific)

  • A lead is how your workspace sees a company.
  • Inherits all the research and enrichment from the global company record.
  • Reframed and prioritized based on your ICP definition and your team’s pipeline.
  • Includes buying stage classification and live activity context.

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Touchpoints

  • Logged against leads to show every meaningful interaction (website visits, ad clicks, emails, calls, meetings).
  • Keep a timeline of engagement and velocity for each lead.

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Lead Research & Briefs

  • Generated from the global company data but contextualized to your ICP and stage.
  • Provide firmographic and technographic insights, recent activity, and tailored next-best-actions.
  • Designed to save sales teams hours of manual research.

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Contacts

  • The people associated with each lead (decision-makers, influencers, champions).
  • Pulled from CRM integrations, enrichment sources, or CustomerOS discovery.
  • Anchored to the lead so outreach is always account-contextual.

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How It All Connects

  1. Global Company Data is continuously updated in the CustomerOS graph.
  2. Your workspace sees those companies as Leads, filtered and scored by your ICP.
  3. Each lead accumulates Touchpoints from your data sources.
  4. CustomerOS generates contextual Briefs using global research + your ICP fit.
  5. Contacts are attached to leads, giving sales a clear path to action.

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Benefits

  • Shared intelligence: Tap into CustomerOS’s global research without starting from scratch.
  • ICP relevance: Data and briefs are reshaped for your exact go-to-market motion.
  • Unified view: Companies, leads, touchpoints, briefs, and contacts all connect seamlessly.