Best Practices for Customizing Journey Stages

  • Updated

Journey Stages need to align with your company’s marketing > sales > post-sales funnel. When you implement Demandbase, you can customize the out-of-the-box stages and add stages as needed. 

We recommend the following best practices when setting up Journey Stages: 

Adjust stages when there are changes in your company goals. 

When there are changes to your product, commerce space, and marketing/sales business strategy, edit the stages to align with those goals. See Edit and Publish Account Journey Stages. 

Don’t create stages for every possible account transition in the journey.

Only create stages that capture meaningful ABM insights and provide a snapshot of account status in the journey funnel.

Don't create stages that mirror the Opportunity Stages of your CRM.

Replicating the number and depth of detail in Opportunity Stages can make account progression through the Demandbase journey funnel difficult to interpret.

Ensure that each account that progresses through the MQA stage includes at least a couple identified contacts and leads.

In the MQA stage, include the condition that at least two known People with at least 20 Marketing Engagement Minutes are identified. By configuring the MQA stage with this additional condition, your sales team can reach out to known points of contact in qualified accounts.

For example, the MQA stage can use the following advanced selectors:


Include a stage between MQA and Opportunity stage

This stage should reflect sales development representative (SDR) activity that helps convert an account from the MQA stage to the Opportunity stage.

Extend the journey funnel to include stages after the Customer Stage.

These extra stages can optimize the ABM benefits of the Demandbase platform, such as customer retention and up-sell opportunities. 

Exclude accounts by adding a stage at the bottom of the funnel.  

The last stage can be a catch-all stage that prevents non-target accounts from going through the funnel. For example, you can create a Non Qualified Accounts stage with partner, competitor, and vendor accounts. 

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