This article shows 6 different examples of how customers have configured their Account Journeys. With each example we highlight stages that are unique or different from the stages already covered in the Getting Started With Journey Stages guide. If you haven't read the guide yet, you should start there, and then come back here.

Account Journey Example 1: Engaged People Stage

The "Engaged (w/People)" stage below is a customization of the "Aware" stage in a way that captures Engagement only if it's related to a known Person and only if it's Marketing Engagement.

The business rationale here was that the marketer didn't want to mark an Account as being "Engaged" if it wasn't clear who specifically was engaged.

OrderJourney StageCriteria
1No Engagement
2Engaged (w/People)Account Minutes > 0
Engaged People > 0
Marketing Engagement Only
(in last 3 months)
3MQA
4RecycleOpp Stage = Closed Lost
(in last 4 months)
5Early Stage OppOpp Stage = Stage 0, Stage 1
6Late Stage OppOpp Stages = Stage 2, Stage 3, Stage 4
7Customer
8Disqualified


Account Journey Example 2: Many Opportunity Stages

This is a very common scenario where a company has many Opportunity Stages because they are creating Opportunities in Salesforce very early in the sales process.

Here it makes sense to split up the Account Journey into various phases of the Opp.

OrderJourney StageCriteria
1No Engagement
2Aware
3MQA
4SDR EngagedOpp Stage = 1 - SDR Engaged
5Discovery PhaseOpp Stage = 2 - Discovery
Opp Stage = 3 - Qualify
6Pipeline PhaseOpp Stage = 4 - Evaluation
Opp Stage = 5- Business Case
Opp Stage = 6- Selection
Opp Stage = 7 - Negotiation
7CustomerOpp Stage = 8 - Closed Won


Account Journey Example 3: Doing More With Recycle Stage

A clever customization of the Journey Recycle Stage creates two different "hold in recycle" time-frames based on the reason the account is in Recycle. In one case, the Account is put into Stage Recycle for 3 months because the Opp was closed without a decision - where as in the other case it's put into Recycle for 10 months if the Opp is Lost.

OrderJourney StageCriteria
1No Engagement
2Aware
3MQA
4RecycleOpp Stage = No Decision (in past 3 months)
OR
Opp Stage = Lost (in past 10 months)
5Early Stage Opp
6Late Stage Opp
7Customer


Account Journey Example 4: Intent Stage

If you're using a vendor that provides Account Intent data, and it's integrated into Salesforce you can also use it to create a pre-engagement stage of "Intent Surge":

OrderJourney StageCriteria
1No Engagement
2Intent SurgeBombora Fields on Account = (not empty)
Bombora Date in past week
3Aware
4MQA
5Open Opportunity
6Customer


Account Journey Example 5: Demand Unit Waterfall

This company follows the SiriusDecisions Demand Unit Waterfall methodology and is using the Configurable Journeys to map out the stages following that methodology.

OrderJourney StageCriteria
1No Engagement
2Target DemandAccount Industry filters
Account Tier filters
Target Account = True
3Active DemandThird-party campaign membership (content syndication, etc)
OR
Intent Signals (Bombora filters)
4Engaged DemandAccount Engagement > 0
5Prioritized DemandEngagement >0
AND
Intent Signals
6Open Opportunity
7Customer


Account Journey Example 6: Post Customer Journey

Expanding the stages beyond "Customer" is an interesting customization that might makes sense for this customer because half of their Target Accounts are already Customers and the marketer's job is to drive expansion business in those Accounts, while at the same time also driving new business.

 

OrderJourney StageCriteria
1No Engagement
2Aware
3MQA - Prospect
4Open Opp (Stage 0)
5Open Opp (Stages 1-4)
6Customer
7MQA - CustomerMQA Rules
Account Type = Customer
8Opp - CustomerAccount Type = Customer
Account Has Open Opportunity
Opportunity Type = Expansion
9Expansion WonAccount Type = Customer
Opportunity Type = Expansion
Opportunity Stage = Closed Won
(in last 3 months)