Mapping account journeys Though account funnel stages vary across different businesses, this simple framework is a starting point. All target accounts Target account Effectively, a list of target account names Aware accounts (some engagement) Aware account Target accounts that interact with the company in some way, by visiting the website, replying to emails, or attending events Engaged accounts Engaged account Target accounts that reach a level of engagement justifying Sales outreach. (We’ll define a Marketing Qualified Account soon) Marketing-qualified account Opportunity Target accounts with active, open sales opportunities Opportunity (sales opened an opportunity) Converted customer Customer Target accounts with closed, won opportunities Funnel stages most target accounts go through. Pro tip Engagio consultants can help map your existing fields and processes (lead, account, and/or opportunity) to account stages. 121