Journey Stages Overview

Journey Stages helps you to understand how your target accounts are progressing along the buying journey funnel from Unaware to Won Deal, and identify accounts in key stages such as 'Sales Ready' to target them with ads or trigger automations.

Journey Stages key features include:

 

Who can access

Journey Stages is available for all RollWorks paid packages. Depending on your package restrictions may apply.

Your Package Journey Stages
Account Based Advertising Included - Using RollWorks Website Activity to customize Journey Stages is limited to Ad Driven Page Views only. Learn more here.
Account Based Marketing + Advertising Included
Account Based Marketing Included
Starter (Legacy) Included - Limited to 5 stages only
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Not Included

Some Journey Stages features require the following integrations:

 

Pre-requirements Before you Start

Before using Journey Stages, complete these onboarding steps: 

 

Default Journey Stages

By default, your RollWorks account will be configured with 5 default stages: unaware, aware, engaged, open opportunity/deal, and won opportunity/deal.

Screenshot 2025-04-22 at 7.40.43 PM.png

Below are the definitions used for the 5 default stages that you can customize:

Stage Default Value Notes
Unaware Page Views* ≥ 0 in the last 30 days

Based on website engagement data from Accounts.

For Account Based Advertising package Page Views are limited to Ad Driven Page Views. Learn more here.

Aware Page Views* ≥ 1 in the last 30 days
Engaged Page Views* ≥ 3 in the last 30 days

Open Opportunity

Open Deal

Salesforce Opportunity Closed = False

HubSpot Deal Is Deal Closed? = False

Based on the Salesforce Opportunity object or HubSpot Deal object.

Requires the Salesforce Integration or the HubSpot Integration.

Won Opportunity

Won Deal

Salesforce Opportunity Won = True

HubSpot Deal Is Closed Won? = True

 

Customize Journey Stages

We strongly recommend customizing the default stages by changing their definition to match your funnel stages and adding new stages that align with your specific B2B buyer journey:

  • Read this article to customize journey stages using RollWorks best practices.
  • Read this article for available data sources.

Below is an example of customized journey stages, expanded from the 5 default stages to 8 stages including top of the funnel, customer acquisition, and renewal cycle.

Screenshot 2023-03-10 at 1.07.05 PM.png

 

How to track account progression

  • Navigate to Insights > Journey Stages, and selecting specific Account List(s) to visualize how many target accounts progressed through the journey stage funnel versus those that regressed (moved up the funnel).

Screen_Shot_2022-01-05_at_10.04.23_PM.png

Accounts must be part of an Account List

When using the Journey Stages dashboard, you will see the progression of accounts that are part of your Account Lists. If a specific account is not part of an account list we will not show that account in the journey Stage Dashboard.

If you want to see all accounts in a Journey Stage, regardless if they are not part of an Account List, use the Command Center and create an Account List from the Command Center directly.

mceclip0.png

  • Select one date to view the distribution of your accounts through Journey Stages on the specific date. In the example below you can see how the 479 Accounts included in the Account List 'Tier 1 FitA' were distributed through the Journey Stages on February 1st. This is a point-in-time snapshot of the stage that these accounts were on this specific date. Screen Shot 2022-02-15 at 10.39.25 AM (1).png
  • Add a comparison date to see how your accounts are progressing through your defined journey stages compared to a previous point in time.

Comparison Dates aren't Date Ranges

It is important to clarify that when you add a comparison date, you are not simply selecting a date range. Instead, what you are doing is establishing two specific points in time for comparison purposes. Using a Comparison date you are effectively capturing two distinct snapshots of the accounts at different moments in time to evaluate the stage of the accounts at these two specific intervals.

Untitled.png

By adding a comparison date the Journey Stages dashboard will show the following insights based on the comparison between the 2 dates selected.

Metric Definition
Total The total number of accounts in any stage on both selected dates. If an account is removed from an Account List on the dates selected, it will not be included in the comparison on Journey Stages.
Progressed The number of accounts that move forward in your journey stage funnel between both dates.
Regressed The number of accounts that moved backward in your journey stage funnel between both dates.
Unchanged The number of accounts that did not move in your journey stage funnel between both dates.

Screen Shot 2022-02-15 at 10.35.45 AM.png

In the example above you can see how the 479 Accounts included in the Account List named 'Tier 1 FitA' on both selected dates were distributed through the Journey Stages on January 1st compared to February 1st. The account progression is calculated based on the changes in the stage distribution of your accounts between the 2 dates selected.

By focusing on these two points in time, you can gain valuable insights into trends, changes, and developments that have occurred between the two dates. This method of comparison can be particularly useful for identifying patterns or shifts in behavior and as a reference point for understanding the evolution of the accounts over time.

 

Segment your Account Lists by Journey Stage

Account Groups are a useful tool to segment your account lists for prioritization when launching advertising playbooks and campaigns. A common use case is to create an Account group using the custom journey stage Sales Ready and target this audience with cross-channel advertising.

Screenshot 2025-04-23 at 10.00.33 AM.png

  • Log in to RollWorks and go to Audiences > Account Lists.
  • Click the name of the Account List you want to segment. Please note that you cannot directly add Journey Stage as a filter in your Account List. First, create an Account Group to apply this filter.
  • If you do not have any Account Groups yet, click the prompt Group by Journey Stages to create an Account Group for each stage that you have.

Screen Recording 2022-02-15 at 04.07.59 PM.gif

  • If you already have Account Groups created, you can select the Journey Stage attribute under RollWorks Company Attributes when creating the logic to define your Account Group. 

Screenshot 2023-06-01 at 9.41.42 AM.png

Learn more about how to create Account Groups in the Account List Builder help center article.

Was this article helpful?
0 out of 0 found this helpful

Articles in this section

Chat with an agent
Mon - Fri 10am - 6pm EST
Send a support email
Mon - Fri 10am - 6pm EST