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:| Priority | Stage | Type |
|---|---|---|
| 1 (highest) | Customer | CRM |
| 2 | Multi-Threaded | CRM |
| 3 | Opportunity | CRM |
| 4 | Lost | CRM |
| 5 | Interested | Activity |
| 6 | Considering | Activity |
| 7 | Engaged | Activity |
| 8 | Aware | Activity |
| 9 (lowest) | Unaware | Activity |
Stage definitions
| Stage | Definition |
|---|---|
| Unaware | No activity signals detected within the lookback window. The company has not interacted with your brand or shown relevant intent signals. |
| Aware | Passive, indirect signals detected. The company is showing awareness of your space but hasn’t directly engaged yet. |
| Engaged | Active, direct engagement with your brand. The company is clicking, browsing, and interacting. |
| Considering | High-intent signals indicating the company is actively evaluating your solution. |
| Interested | Direct sales engagement signals. The company has taken actions that indicate serious buying intent. |
| Opportunity | An open CRM opportunity exists with a single contact associated. The deal is single-threaded. |
| Multi-Threaded | An open CRM opportunity exists with 2+ contacts associated. The deal has broader stakeholder involvement. |
| Customer | The company has a Closed Won opportunity. They are now a customer. |
| Lost | The company has a Closed Lost opportunity with no open or won opportunities. They enter a cooldown period before re-entering the funnel based on activity signals. |
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.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.Data available per company
Each company record includes the following ABM stage fields:| Field | Description |
|---|---|
| ABM Stage | The current stage name (e.g., Considering) |
| Stage Order | Numeric rank for sorting and filtering |
| Stage Description | Natural-language explanation of why the company is in its current stage |
| Contributing Contacts | Number of distinct people whose activities contributed to the stage |
| Top 5 Activities | The most relevant recent activities, ranked by stage relevance |
| Last Active Date | Most recent activity timestamp |
| Segment | SMB, Mid-Market, or Strategic Enterprise |