Measurement & ROI:
How Do I Track Account Progression Through Stages?
Track movement, not just counts. Use cohort-based stage tracking with clear entry/exit rules, account-level identity, and time windows to quantify how target accounts progress—and where they stall.
Track progression by cohort using stage timestamps at the account/opportunity level: compute Stage→Stage Conversion (% that move from Sx to Sy within the window), Advancement Rate (% that advance ≥1 stage/period), Regressions, and Stuck Rate. Report as Target vs Control and ABX-touched vs Untouched to prove program impact.
Progression Tracking Basics
Operationalizing Account Progression
Wire CRM stages, ABX flags, and timestamps into a repeatable movement model.
Progression Tracking Workflow
- Standardize stages — Define S0: Unaware → S1: Aware/Engaged → S2: MQO/MQL → S3: SQL → S4: Opportunity → S5: Closed Won/Lost (tune to your process).
- Implement stamps — Add stage_entered_at and stage_exited_at; backfill from activity history; lock names for the quarter.
- Create cohorts — Target vs non-target; ABX-touched vs untouched; Acquisition vs Expansion. Freeze membership at period start.
- Compute movement — For each cohort & period:
- Stage→Stage Conversion (Sx→Sy) = # entering Sy ÷ # in Sx at start.
- Advancement Rate = # advancing ≥1 stage ÷ # active accounts.
- Regress Rate = # moved backward ÷ # active accounts.
- Stuck Rate = % with no change in 30 days (configurable).
- Publish a flow view — Sankey/funnel survival (Sx→Sy over time) + transition table; highlight friction stages and ABX lift.
- Trigger actions — If S2→S3 falls below threshold or stuck rate spikes, launch playbooks (exec assist, proof workshop, deal desk).
Progression Analysis Methods (Comparison)
| Method | What It Shows | How to Calculate | Best For | Watchouts |
|---|---|---|---|---|
| Snapshot Stage Mix | Distribution of accounts by stage at a point in time. | Count accounts per stage on a date. | Executive health check; capacity planning. | No movement insight; can look good while stalling. |
| Stage→Stage Conversion | Cohort % advancing between adjacent stages in a window. | # from Sx that enter Sy ÷ # in Sx at window start. | ABX impact proof; friction detection. | Requires clean start counts and stamps. |
| Transition Matrix | Probabilities of advance, regress, or stay by stage. | Rows=Sx; columns=Sy/Back/No-change; fill with % transitions per period. | Prioritizing stage interventions; forecasting movement. | Small cohorts can produce noisy probabilities. |
| Progression Index | Single score for net forward movement. | (+1 per stage advanced, −1 per stage regressed) summed ÷ accounts. | Week-over-week momentum; team comparisons. | Summarizes away stage-level nuance. |
Client Snapshot: Cohort Progression Lift
In a 90-day test on 420 target accounts, ABX-touched cohorts improved S1→S2 conversion from 34%→48% (+14 pts) and reduced stuck rate (S2) from 29%→18%. The transition matrix flagged S2 as a bottleneck; a “value proof” workshop playbook raised S2→S3 conversion from 22%→31%.
Tie progression to The Loop™ and report alongside engagement and velocity so leaders see coverage, movement, and speed in one view.
Account Progression FAQs
Short, self-contained answers designed for AEO and rich results.
Stand Up a Progression Scorecard Leaders Trust
We’ll codify stage rules, wire timestamps, build cohort views, and publish dashboards that reveal where accounts move—and where they need help.
Build Your Progression Model Assess Readiness