The Aha! data model for marketing workspaces

Note: This article discusses the Aha! data model for marketing workspaces. If you want to see the Aha! data model for product workspaces, please see this article

Aha! is for marketing teams to set strategy and build visual roadmaps. It helps you build marketing roadmaps, coordinate schedules and activities, and launch breakthrough campaigns. Our data model was designed to make this as simple as possible. The first step is to create a workspace hierarchy. Then set strategy at each level of your hierarchy in the form of goals and initiatives and connect them to your schedules and activities.

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The Aha! data model does two things: It highlights key building blocks and explains the relationships between them.

There are five main objects in the Aha! data model:

  • Marketing lines and workspaces
  • Marketing strategy (goals and initiatives)
  • Schedules
  • Activities
  • Ideas


Marketing lines and workspaces

Workspaces can be organized into marketing lines to create groupings. You can create as many groupings as you need. For example, you might have a top-level company name, a marketing line under it, and then workspaces under that. Creating a marketing hierarchy is important for improving navigation, establishing sophisticated user permissions, and creating roll-up views for your strategic initiatives.

You can add to your hierarchy by creating a marketing line and then selecting which workspaces belong to it. Or you can select a workspace and choose the marketing line where it belongs.


Marketing strategy

Strategy can be set at both the marketing line and workspace levels, then linked to schedules and activities. Strategy is measured and tracked using goals and initiatives.

  • Marketing goals must have a measurable end result that can be achieved within a fixed time frame. Goals can be rolled up to higher-level goals as well as linked to initiatives, schedules, and activities.
  • Marketing initiatives allow you to specify key work that must be completed to achieve your goals. Think of these efforts as high-level themes of work that should be accomplished within a specified period of time — even if this is over a few months. Initiatives can be rolled up to higher-level initiatives as well as linked to goals, schedules, and activities.



Schedules carry your strategy forward. Think of a schedule as a container for work that includes a set of prioritized activities. Start from the perspective of what is needed to make your marketing plan a success, then set the scope of work including due dates, dependencies, and milestones.



Activities are the work items that make up your schedules. You define the deliverables with descriptive text, images, mockups, and meta information. Activities can be further defined through requirements or grouped together to form master activities.



Ideas are where you collect and manage all of the feedback on your campaigns and the products you market. An idea can be promoted to either an activity, master activity, or strategic initiative, depending on the size and scope of your marketing plans. 

Note: Ideas are hidden by default in marketing workspaces. You can enable them at Settings ⚙️> Workspace > Navigation.


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