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:


  • EU hosting vs. EU sovereignty: Why the difference matters for privacy-first analytics

    As EU-US data transfer tensions continue to evolve, driven by legal uncertainties and heightened regulatory scrutiny, organizations are under increasing pressure to make informed decisions about where and how their analytics data is stored. The collapse of previous data transfer frameworks and the uncertain future of the current EU-U.S. Data Privacy Framework have made one…

  • Why Shopify stores need privacy-compliant analytics

    Shopify store owners depend on analytics to track sales, understand customer behavior, and measure marketing performance. However, as privacy regulations like GDPR, CCPA, and the ePrivacy Directive evolve — and as consumers become more aware of how their data is used — traditional analytics platforms pose increasing risks. Tools that rely on third-party cookies and…