---
title: "Account States: 9 States, 3 Families, Transition Rules"
description: "The state model that decides what move an account gets next — and which moves are forbidden in which state."
slug: "account-states"
updated: "2026-08-24"
---

# 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)

1. **No state may be assigned from Tier-4 evidence alone.** Minimum: T2 + 2 sources
   (see [Evidence Discipline](/agents/evidence)).
2. **State confidence below 0.6 → human review** before any state-dependent action.
3. **Regressions require explicit justification.** Moving an account backwards (e.g.
   `active_initiative` → `problem_aware`) must cite the evidence that invalidated the
   earlier assessment.
4. **`not_a_fit` is a full stop.** No outreach on any channel. Record named re-evaluation
   criteria (what would have to become true) and monitor — nothing else.
5. **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](/agents/channels)).
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.