Download our customization template
Download this excel template to customize your Journey Stages based on best practices and successful criteria used by RollWorks customers.
We highly recommend customizing the default journey stages by adjusting the filter logic for each stage. You can use various data sources to customize Journey Stages, including your own CRM and MAP data, Intent, website and ad engagement data to map your full B2B buyer funnel.
Recommended Custom Stages
- Start by defining your Sales Ready stage based on your company's definition of what constitutes an account being ready for the sales team or Marketing Qualified Lead (MQA).
- Break down your Open Deal stage into the stages of your new business sales process. Learn how we do it at RollWorks.
- Go even further than customer acquisition, by adding new stages to capture upsells motions and customer renewals.
| Custom Stage Name | Recommended Criteria |
|---|---|
| Unaware |
Defined based on engagement: Page views* ≥ 0 within the last 30 days |
| Aware/Engaged |
Defined based on engagement: Page views* ≥ 3 within the 30 days OR ≥ 1 Ad clicks within the 30 days OR ≥ 1 Outgoing email within last 30 days |
| Sales Ready or Lead |
Defined based on CRM activity, engagement and/or intent: CRM Stage = MQA OR ≥ 2 High-Value page views (i.e. Pricing page and Demo page) within last 30 days OR ≥ 1 Marketo Form Fill within last 30 days OR ≥ 1 G2 Buyer Intent Profile views within last 30 days OR ≥ Salesforce/Hubspot: At least 1 incoming email within last 30 days |
| Early Stage Opportunity (Unqualified) |
Define based on CRM Lead or Opportunity/Lead records: CRM Lead Stage = SAO, Discovery Call, Demo Request, Meeting Booked OR CRM Opp Stage = SDR Appointment |
| Late Stage Opportunity (Qualified) |
Define based on CRM Opportunity/Deal: CRM Stage = Proposal, Negotiation |
| Recent Closed Won |
Define based on CRM Opportunity/Deal fields: CRM Record Type = New Business Opportunity |
| Upsell / Cross-Sell Candidate |
Define based on CRM Opportunity/Deal fields: Example: CRM Record Type = Current Customers |
| Retention Cycle (Renewal) |
Define based on CRM Opportunity/Deal fields: Example: Opportunity Stage = Renewal, Opportunity Type = Renewal |
*Page Views disclaimer
- For Account Based Advertising Packages Page Views are limited to Ad Driven Page Views.
- Learn about the differences between Page Views from all traffic vs Ad Driven Page Vies in this article.
How to customize your Stages
In the platform you will need to customize each Journey Stage individually:
-
Navigate to Insights > Journey Stages and select Customize Stages.
- Click on the stage you want to customize.
- Combine the data sources available using "AND" and "OR" logic operators to customize your own definition of each Journey Stage. Jump here to view all the data sources available.
| Logic Operator | When to use |
|---|---|
|
AND |
Use it when adding multiple data sources within the same block. When all conditions are met the account will be under this Journey Stage. |
|
OR |
Use it when:
When either condition is met the account will be under this Journey Stage. |
Once you’ve customized your Journey Stages funnel, you’re ready to pursue the main use cases of Journey Stages: measuring the impact of your account-based marketing efforts on your Target Account List.
Available Lookback Periods
The lookback period used to define your journey stages can be customized by changing the logic that defines each individual stage. We strongly recommend using consistent lookback periods across your different journey stages.
Default stages are defined by RollWorks website activity during the last 30 days but you can adjust the lookback period to 7, 14, 30, 60, or 90 days as needed.
- Click on the first stage called Unaware.
- Click the dropdown within the last 30 days and change to desired lookback period.
- Click Done in the filter box.
- Click Next and click Save.
- Follow the same steps for any stages not related to CRM opportunities.
- The Open Opportunity and Won Opportunity stages are based on a point-in-time metric Opportunity Closed = False and Opportunity Won = True
- These stages are not defined by a lookback window, they are defined by whether or not an Opportunity exists for the dates you enter in your comparison date.
Reorder Journey Stages
In addition to customizing the logic that defines each stage, you can change the order of your stages by simply dragging and dropping the stage tile to the desired position.
If the same account meets the criteria for multiple stages, the account will be only added to the stage closer to the bottom of your funnel. The stages at the bottom of your funnel are closer to conversion and further down the sales pipeline.
For Legacy Starter package only
Legacy Starter package allows up to 5 Journey Stages. You can edit and reorder them, but cannot create more stages.
Our recommendation to customize Journey Stages for this package is to update the default Engaged stage to Sales Ready.
- Rename the default Engaged stage to Sales Ready.
- Update the filter logic based on your company's definition of what constitutes an account being ready for the sales team or Marketing Qualified Lead (MQA).
- The logic to define Sales Ready should include:
- Ready-to-buy engagement signals and/or
- CRM activity that shows the account is raising its hand and ready to talk to sales.
Recommended Sales Ready criteria
CRM Stage = MQA or ≥ 2 High-Value page views (ex: Pricing and Demo)
and/or
≥ 1 Marketo Form Fill or ≥ 1 G2 Buyer Intent Profile view L30 days
and/or
≥ 1 incoming email tracked in Salesforce/HubSpot within L30