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Overview

CustomerOS maps every company in your workspace to one of four stages:
  1. Target → Matches ICP but no engagement yet
  2. Education → Engaging with problem/industry content (in nurture)
  3. Solution → Evaluating solutions and approaches (in nurture)
  4. Evaluation → Comparing vendors and gathering stakeholders (in nurture or needs sales attention with high engagement)
Leads move through stages based on depth of content engagement, attention ratios, form interactions, velocity/decay mechanics, and cross-stakeholder signals. High-engagement evaluation leads flag for sales attention.

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Stage Definitions

High-engagement evaluation leads (demo requests, pricing revisits, legal/security checks, multiple stakeholders) automatically flag for sales attention.

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What Moves a Lead Forward

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Target → Education

System triggers:
  • 3+ blog views within 2 weeks
  • Industry report/diagnostic download (attention ratio >1.2)
  • Webinar attendance >75%
Content that helps:
  • Problem-first blogs and explainers
  • Thought leadership POVs that frame pain clearly
  • Lightly branded glossaries, checklists, or trend reports
  • Awareness ads and ungated tools that give language to the problem

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Education → Solution

System triggers:
  • “How-to” guide or framework download (>60% completion)
  • ROI calculator use
  • Product/solution webinar engagement
  • 2–3 pricing/features visits in one session
Content that helps:
  • Vertical-specific playbooks and ROI models
  • Benchmarks and calculators that arm champions
  • Success stories with clear “before/after” outcomes
  • Nurture sequences pointing to frameworks and solution assets

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Solution → Evaluation

System triggers:
  • Demo/trial request
  • Case study or comparison downloads
  • Multiple stakeholders active on site
  • Repeat pricing or product page visits
Content that helps:
  • Transparent comparison pages (vs. competitors / status quo)
  • Case studies by vertical, role, or use case
  • Technical docs and integration playbooks
  • Buyer checklists and differentiated positioning

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Evaluation → Sales Attention

System triggers (high-engagement evaluation):
  • Proposal/contract engagement
  • Sales meeting attendance
  • Onboarding or implementation doc views
  • Requests for references/security info
  • Multiple pricing revisits with long session times
Content that helps:
  • ROI calculators, references, and onboarding previews
  • Procurement-friendly docs (SOC2, security, integrations)
  • Success plans and implementation timelines
  • Sales briefs that pre-empt objections

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Decay & Regression

  • Leads regress to earlier stages without continued engagement
  • Negative signals (unsubscribe, competitor visits) accelerate regression
  • Use evergreen hubs and re-engagement campaigns to recover stalled accounts

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Velocity Signals

  • Multiple sessions in 7 days accelerates stage progression
  • Increasing session duration indicates growing intent
  • Fast consumption of problem → solution content shows active buying journey

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Cheatsheet

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Next Steps

  • Learn how Leads are classified and displayed
  • Configure Notifications to alert you on stage movement
  • Review Use Cases to see stage progression in action