Governed pipeline
Use the pipeline to understand account state, why accounts move, and which actions or outcomes produce each transition.
The Pipeline is a projection of governed account state. It is not a manually managed CRM board: every movement corresponds to an allowed action, policy decision, or confirmed outcome.
Each card uses the company name and domain as its identity, followed by signal type, the explicit Qualification n/100 label, and last-touch context. Canonical company IDs remain available in audit evidence but are intentionally omitted from the operator-facing card.
Pipeline states
| State | Meaning | Typical entry event |
|---|---|---|
cold | Known account with no completed outreach | signal ingestion or account discovery |
contacted | An approved outreach action completed | successful or dry-run delivery record |
replied | A prospect reply was ingested | authenticated reply webhook |
meeting | A human confirmed a meeting outcome | reply review or manual governed outcome |
suppressed | The account must not receive outreach | seed, unsubscribe, domain, or policy block |
How to use the board
- Search by account name or domain.
- Select an account to open its evidence and action timeline.
- Read the state explanation before investigating the underlying events.
- Drag only when the destination advertises an available governed action. For example,
replied → meetingrecords a confirmed meeting through the action runtime.
The board refuses arbitrary drag-and-drop state mutation. contacted still requires completed delivery,
replied still requires an inbound reply, and suppressed state changes still require their governed
source action. If a state is wrong, correct the source event or resolve the relevant reply/outcome
through its governed screen.
Example transition
If suppression blocks the action, the account does not move to contacted. The audit trail records the
policy result instead.
Pipeline versus provider campaign state
GTM Brain state is the governed system of record. Instantly campaign membership and delivery events are external execution details. Webhooks translate relevant replies, bounces, and unsubscribes back into GTM actions so the account state stays consistent.
Troubleshoot unexpected state
- Open the account and find the most recent state-changing event.
- Check whether the related touch was dry-run or live.
- Inspect the reply review if the account is
replied. - Inspect suppression and unsubscribe outcomes if it is
suppressed. - Use the audit/event projection when the UI summary is insufficient.
Next: Accounts, Replies, and Governance.