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Customer lifecycle management (CLM)

Customer lifecycle management involves establishing different stages of the customer journey and assigning metrics to each stage. Allowing companies to have a better understanding of, and guide customers through the Customer journey .

We distinguish lifecycle stages:

  1. Subscriber: A contact signed up for a newsletter or blog
  2. Lead: A contact converted on your website
  3. Marketing qualified lead: A contact qualified by Marketing ready for the sales team
  4. Sales Qualified Lead: A contact qualified by the sales team as potential customer
  5. Sales opportunity: A contact associated with a deal
  6. Customer: A contact with a closed deal
  7. Evangelist: A customer that has become an advocate for your company

More about customer lifecycles and their management in our Piwik PRO blog:

  • From Customer Data Platform to Data Activation: Why we’re evolving our approach

    Our Customer Data Platform module is now called Data Activation, reflecting a fundamental shift from data collection to outcome-driven action. We’re changing more than just a name – we’re refocusing on what truly matters: turning behavioral insights into immediate business results.

  • Life after GA4: Why EU organizations are going local

    When Universal Analytics was phased out in 2023, and GA4 rolled out with complexity, many European organisations were forced to rethink how they measure success. For more and more, the solution is clear: use analytics built for Europe, by Europe. Why sovereignty matters Data sovereignty isn’t just a buzzphrase. Under GDPR and the Schrems II…

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