This is a how-to guide on defining Journey Stages in Engagio's Configurable Journey.

We'll review two Account Journey examples: a "Starter" Account Journey with details of how each stage could be defined and then move on to an "Extended" Account Journey with more advanced stages.

How Journey Stages are Defined

The Configurable Journey is defined by two rules:

  1. Stage Criteria
  2. Stage Order

The Journey Stage Criteria are defined by Selectors.

In addition to using Selectors, the Journey Builder also uses the Stage Order to decide which Account should be in which stage.

When deciding which Journey Stage an Account should belong to, Engagio will evaluate each of the Stages starting with the highest Order and going to the lowest.

Here's an example:

In example above, Engagio will first check whether an Account qualified for stage Customer because it has the highest Order. If the Account qualifies for Customer, then we're done - and the Account will have the Stage of Customer. If the Account doesn't qualify for the Stage of Customer, then we'll check the next stage of Open Opportunity, and so on.

The Stage Order forces each Account to only belong to one Stage, and it establishes the order with which the stages should be qualified by the Journey Builder.

Engagio "Starter" Account Journey

Let's first define the "starter" Account Journey - that we'll use as the starting point:

OrderStageCriteria
1No EngagementAll Accounts qualify (no filters)
2AwareTotal Account Engagement Minutes > 0
(in last 3 mo)
3MQATotal Account Engagement > 60
AND
At least 2 People with Engagement > 10
(in last 3 mo)
4Open OpportunityAccount has an Opportunity that's Open
5CustomerAccount has an Opportunity with Stage = "Closed Won"
AND Account Type = Customer
Journey Stage = No Engagement

This is a catch-all stage that captures any Accounts without any Engagement, meetings or opportunities.

Journey Stage = Aware

In this model, the stage of Aware serves as the "heart-beat" stage to indicate that there is some recent engagement on the Account. It's not enough to be MQA, but it's more than nothing. Some customers call that "Engaged", and others still choose to increase the threshold of engagement beyond > 0, to indicate some meaningful level of initial engagement.

Example Stage "Aware" Criteria:

Journey Stage = MQA

The building blocks of MQA criteria are:

  • Total Account Engagement threshold.
  • # of People who each have reached some total Engagement threshold.

So an example MQA criteria might say:

  • Total Account Engagement (in last 3 mo.) > 60 minutes AND
  • At least 2 People who each have Engagement (in last 3 mo.) > 10 minutes

But that's just the beginning - you can then further specify the specific people (by title) or type of engagement (marketing engagement only), as well as anything else that you think might show buying signals by the account.

Example Stage "MQA" Criteria:

Journey Stage = Open Opportunity

This stage says "this Account has an Opportunity that's open." Open means not closed, as in not Won or Lost yet.

Example Stage "Open Opportunity" Criteria:

Journey Stage = Customer

This is the stage to indicate a customer Account - most companies have an Account Status or Account Type field = "Customer" here.

Example Stage "Customer" Criteria:


Engagio "Expanded" Account Journey

Let's add a few more stages to really expand the journey possibilities:

  • Recycle Stage
  • Meeting Stage
  • Split the stage of "Open Opportunity" into more Opp Stage specific Account Stages
  • Disqualified Stage 
OrderStageCriteria
1No EngagementAll Accounts qualify (no filters)
2AwareTotal Account Engagement Minutes > 0
(in last 3 months)
3MQATotal Account Engagement > 60 minutes
AND
At least 2 People with Engagement > 10
(in last 3 months)
4RecycleAccount has Opportunity in Stage = Closed Lost
(in last 6 months)
5MeetingAccount Has SFDC Task where Subject = "Qualified Meeting"
(in the last month)
Open OppAccount has Opportunity in Stage = Stage 1
7Pipeline OppAccount has Opportunity in Stage = Stage 2, Stage 3, Stage 4, Stage 5, Stage 6.
8CustomerAccount has an Opportunity with Stage = "Closed Won"
AND Account Type = Customer
9DisqualifiedAccount Type = "Disqualified"

Journey Stage = Recycle

Some of us may remember using the stage of "recycle" to help manage leads, and a similar concept is useful here as well. The use-case we're recommending here is to find Accounts that have recently had a Closed Lost opportunity and hold them in Recycle for a defined period of time - so that the Account doesn't go back to MQA right away again.

Example Stage "Recycle" Criteria:

Notice the "Order" assigned to the Recycle Stage. By giving it an Order of 4 we prevent Accounts from going back to MQA, but if there is a Meeting logged, or a new Opportunity opened during the time of Recycle, the Account will come of out Recycle before defined time.

Journey Stage = Meeting

Meeting is a stage that bridges the gap between MQA and Open Opportunity and can be a helpful milestone for marketers to track in an Account Journey.

Every company seems to track meetings a little bit differently, so the best way to architect this stage is understand how your team measures # of meetings today. Often sales teams or SDR teams already have a definition that they are working with and it's helpful to align to this definition and track the same events.

In the example below, we define a meeting as having an SFDC Event with a subject line that contains the words "Qualified Meeting" or "Qualified Event."

But we've also seen examples of using Opp stages to mark meetings, and many other different types of criteria.

Example Stage "Meeting" Criteria:


Journey Stage = Pipeline Opportunity

Opportunities Stages in Salesforce can span a wide range of the sales process - from the earliest qualification conversations to collecting payment from booked business.

Defining Journey Stages based on Opp Stages in Salesforce is a helpful way to track the progress of the Account as a whole.

A common configuration of the Account Journey is to summarize the Opp Stages rather than try to map the 1-1, like this:

Example Mapping of Account Journey Stages to Opportunity Stages:

Account Journey StageOpportunity Stage
Identified OpportunityStage 1
(early stages)
Active OpportunityStage 2, Stage 3, Stage 4, Stage 5
(middle stages)
Booked OpportunityStage 6
(late/close stages)


We would rarely want to map the Account Journey Stages 1-1 to the Opportunity Stages because they serve two different purposes. The Accounts Stages are meant to describe the entire Account Journey - not just the Opportunity part of it - and we don't want to lose the forest for the trees here :)

Example Stage "Pipeline Opportunity" Criteria:


Journey Stage = Disqualified

It makes sense that not all Accounts in our system will be a potential prospect or customer and it's helpful to be able to put these Accounts into their own stage to properly identify them as being disqualified.

Often customers have a field on the Account that designates an Account that has been vetted and will never qualify as a prospect.

Example Stage "Disqualified" Criteria:


Exploring New Stages

If you have an idea for a new stage and want to test your stage criteria and experiment with which Accounts would qualify, you can do that by creating a Filter in Orchestrator.

Be sure to select "Account" as the Object Type because you're looking for Accounts as output - you're testing the Account Journey Stage:

And then you can build criteria and test stages in the same way you would inside of the Journey Builder.