ABM stages

Seam automatically classifies each company in your pipeline into an ABM stage based on two inputs: activity signals (what the company is doing) and CRM opportunity status (where they are in your sales process). The result is one stage per company that reflects their current level of engagement and buying intent.

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Stage hierarchy

CRM stages always override activity-based stages. Within activity stages, the highest qualifying stage wins — a company showing signals for multiple stages will be classified at the highest one. Stages are evaluated in this order: A company with an open opportunity will always show as Opportunity or Multi-Threaded regardless of their activity signals.

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Stage definitions

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Lookback windows

Activity signals are only counted within a rolling lookback window. The window length varies by company size to account for longer sales cycles at larger organizations — larger companies have a longer window than SMBs. Activities outside the window are ignored.

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Lost deal cooldown

When an opportunity is marked Closed Lost, the company enters a cooldown period before they can re-enter the funnel through activity signals. This prevents premature re-engagement. During cooldown, the company remains in the Lost stage even if new activity signals appear. The cooldown duration follows the same segment-based logic as lookback windows.

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Data available per company

Each company record includes the following ABM stage fields: