Engagio comes with a default set of "out of the box" Journey Stages and this article explains the default configuration of each stage.

The default set of Journey Stages are:

  1. No Engagement
  2. Aware
  3. MQA
  4. Recycle
  5. Meeting
  6. Open Opportunity
  7. Qualified Opportunity
  8. Customer
  9. Disqualified


But only these five of these are actively going to work without any additional configuration or customization:

  1. No Engagement
  2. Aware
  3. MQA
  4. Open Opportunity
  5. Customer

That means that if you do nothing - that is if you don't configure the Account Journey at all - by default the 5 stages above will be the active stages in your instance.

The other 4 are provided as examples of other possible stages you could choose to adopt for your organization.

Let's take a look at each stage criteria in more detail below.

Stage: No Engagement 

This is a catch-all stage that accounts go to if they don't qualify for any other stage  and therefore it doesn't have any selector criteria.

Stage: Aware 

The stage of Aware or sometimes called "Engaged" is a stage that's meant to capture Accounts that have Engagement that's greater than zero - they are responding to our campaigns in some way minimal way.

We also added an Engagement time-frame of 3 months, so that if the engagement is more than 3 months old, then the Account will no longer be considered as Aware and will have to have another engagement to re-qualify for this stage again.

Stage: MQA 

The stage of MQA (Marketing Qualified Account) is all about capturing the depth and breadth of engagement in an Account:

  • Depth: an aggregate Account threshold of 100 Marketing Engagement Minutes or more in the past 3 months
  • Breadth: at least 2 People have to have Marketing Engagement of 20 Min or more each.

This is a stage where you should get creative - and experiment with additional criteria such as:

  • Minutes from specific activities (like form fillouts, or demo requests, or visits to specific webpages).
  • Filter for People with specific Roles or Titles
  • Different Thresholds based on different Account Lists - Tier 1 Account may require less engagement than Tier 3 Accounts.

Feel free to experiment with Filters outside of Journey Builder to get the criteria just right.

Stage: Recycle

This stage captures Accounts that have recently had a Closed Lost (Closed, but Not Won!) Opportunities.

The idea here is that we don't want an Account with a recent loss to go back to MQA right away and so we will keep in stage Recycle for 3 months (or another length of time that makes sense to you) and then release back into the funnel.

Note that this stage has a disqualifying criteria out of the box that says: Account Name = "This is an Engagio example - remove this card and modify stage criteria to activate this stage." We added this filter to the default Recycle stage because every customer will have custom criteria for Recycle and we know that we wouldn't be able to guess it by default but still wanted to provide it as an example you could adopt.

Stage: Meeting

Meeting is a stage that often bridges the gap between Marketing and Sales 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 design this stage is to understand how your team measures its number of meetings today. Often Sales teams or SDR teams already have a definition that they are working with, and it’s helpful to align with this definition and track the same events.

In the out of the box criteria, we define a meeting as having an SFDC event or task with a subject line that contains the words “Meeting.” But we’ve also seen examples where Opportunity stages are used to denote meetings, as well as many other different types of criteria.

The third criteria card for "Meeting Attendance" finds any events that have been captured directly through the rep's calendars with the integration has been enabled.

You should work with your colleagues in Sales or Sales Operations to align on what “meetings” mean at your company.

Note that the stage Meeting has a disqualifying criteria out of the box that says: Account Name = "This is an Engagio example - remove this card and modify stage criteria to activate this stage." We added this filter to the default Meeting stage because every customer will have custom criteria for Meeting and we know that we wouldn't be able to guess it by default but still wanted to provide it as an example you could adopt.

Stage: Open Opportunity

Open Opportunity is a simple stage because it simply looks for an Open Opportunity in the Account and if there is one - it moves the Account to the stage. It doesn't evaluate the specific stage of the Opp - just that it's in an open stage.

A common modification of this stage includes adding criteria for a specific Type of Opportunity such as "New Business" only, or excluding Renewals.

Stage: Qualified Opportunity

Opportunities stages in Salesforce can span a wide range of the sales process — from the earliest qualification conversations to collecting payment from booked businesses.

Defining Journey stages based on Opportunity 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 Opportunity stages rather than try to map the 1-1, like this:

We would rarely recommend that you 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.

Note that the stage Qualified Opportunity has a disqualifying criteria out of the box that says: Account Name = "This is an Engagio example - remove this card and modify stage criteria to activate this stage." We added this filter to the default Qualified Opportunity stage because every customer will have custom criteria for Qualified Opportunity and we know that we wouldn't be able to guess it by default but still wanted to provide it as an example you could adopt.

Stage: Customer

This is the stage to indicate a customer account — most companies have an Account Status or Account Type field = “Customer” field to designate Customers.

We also want to include something about Closed Won opportunities here (in addition to Account = Customer filter) because by including reference to a new business opp being closed won we can reference the Closed Date from the Opp to properly analyze historical data and calculate stage velocities and conversion rates. 


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 disqualified.

Often companies have a field on the account in Salesforce that designates an account which has been vetted and will never qualify as a prospect.

Note that the stage Disqualified has a disqualifying criteria out of the box that says: Account Name = "This is an Engagio example - remove this card and modify stage criteria to activate this stage." We added this filter to the default Disqualified stage because every customer will have custom criteria for Disqualified and we know that we wouldn't be able to guess it by default but still wanted to provide it as an example you could adopt.