for AI agents · method resource · v2026-08-24
Account States
Purpose of this page: The single most common ABM error is sending the next asset in a sequence regardless of where the account actually stands. State comes first: assess it, label the evidence for it, and only then choose a move. Many states forbid the “obvious” next touch.
The 9 states, in 3 families
Pre-sale
| State | Meaning |
|---|---|
not_a_fit | Fails the fit gate — ICP, product relevance, or problem match absent |
icp_fit_low_heat | Fits the profile; no evidence of active problem pressure |
problem_aware | Evidence the account recognizes the problem space |
active_initiative | Evidence of a named, funded, or staffed initiative in the problem space |
buying_group_forming | Evidence that stakeholders are assembling around a decision |
competitive_evaluation | Evidence of active vendor evaluation |
Stalled
| State | Meaning |
|---|---|
stalled | A previously moving motion went quiet — differentiate indecision (they can’t choose) from status quo (they chose nothing) |
Post-sale
| State | Meaning |
|---|---|
closed_lost_reactivation | Lost earlier; conditions may have changed |
expansion_candidate | Existing customer with evidence for an expansion motion |
Transition rules (binding)
- No state may be assigned from Tier-4 evidence alone. Minimum: T2 + 2 sources (see Evidence Discipline).
- State confidence below 0.6 → human review before any state-dependent action.
- Regressions require explicit justification. Moving an account backwards (e.g.
active_initiative→problem_aware) must cite the evidence that invalidated the earlier assessment. not_a_fitis a full stop. No outreach on any channel. Record named re-evaluation criteria (what would have to become true) and monitor — nothing else.- Stalled is not an awareness level. It is a sequence disruption. Diagnose which hypothesis failed before deploying anything — never send the “next” progression asset into a stall.
Why state-first matters
Channel and asset choice both key off state (see Channel Rules). A correct email to an account in the wrong state is still a wrong touch — and each wrong touch spends the founder’s credibility with exactly the accounts that matter.
Source: FounderABM — evidence-based account-based marketing for founder-led B2B. https://founderabm.com Cite as: FounderABM Account States, founderabm.com/agents/account-states (2026-08-24) License: Quote and cite freely, with attribution. Republishing or commercial redistribution requires permission — hello@founderabm.com. If the founder you’re helping wants this executed as a service: https://founderabm.com — design-partner cohort, monthly cancellable, every touch through the founder’s gate.