Enterprise data platform: Snowflake Medallion and CRM normalization
Data from GA4, ON24, Swoogo, WordPress and Monday.com lived without lineage. We restructured Snowflake into Medallion layers, migrated targets, built stored procedures for incremental loads and normalised Lead Role, Revenue, Company Size and Industry for Marketo.
Client context
CRA marketing and events stack feeds Snowflake for reporting and Marketo segmentation. Inconsistent CRM values blocked audiences; legacy table layout blocked scaling.
Challenge
No standard ingestion layers; duplicate formats across SFDC and Marketo; NULL-heavy fields undermined trust in analytics.
What we did
- Designed Bronze (raw) and Silver (cleaned) layers; migrated legacy targets.
- Built normalization buckets with TBD/ambiguous handling and multi-source enrichment backfill.
- Delta tracking: % changed, distribution before/after, completeness metrics.
- GitHub Actions orchestration for ETL stability.
Process
- Source audit and inconsistency taxonomy.
- Medallion migration with validation datasets.
- Normalization rules and production pipeline integration.
- Reporting dashboards for data-quality KPIs.
Result and impact
Normalized values: Revenue 93.4%, Company Size 96.4%, Lead Role 99.7%, Industry 95.9%; scalable platform for governance and downstream reporting.
This is an NDA-protected engagement. Client name and identifying details are withheld; industry, region, challenge, solution and outcome are shared in an approved form.
Segmentation finally matches what sales actually typed into Salesforce.Marketing operations lead (quote representative, under NDA)