Account lifecycle stages
Onboarding → Adoption → Growth → Renewal → Churned, and Stage vs Status.
Lifecycle
Accounts carry two independent axes:
- Stage — where the account is in its journey. The default sequence is Onboarding → Adoption → Growth → Renewal → Churned.
- Status — an operational state (e.g. Active, At Risk, Churned) layered on top.
Setting the stage
Stage is a dropdown on the Add and Edit Customer forms, and a sortable Stage column on the Accounts list. The available stage values are tenant-configurable under Admin Console → Data → Picklists.
Why it matters
Stage drives playbooks and cadence — keeping it accurate is what makes the right automation fire at the right moment (e.g. an onboarding journey only while the account is in Onboarding).
Related: *Creating your first journey* · *Signal rules: automation triggers*
More in Account Management
- Managing your account portfolio
- Contacts, roles, influence & sentiment
- Custom fields for accounts and contacts
- Coverage: assignment and territories
- Bulk reassigning accounts
- Account hierarchy and corporate families
- ARR, contracts, and renewal tracking
- Views, columns & the account list
- Product Lines: what they are