Glossary · Workflows · Customer Lifecycle
What is a Lifecycle Workflow?
A lifecycle workflow is organized around an outcome rather than a message. Replenishment pursues reorder before a customer runs out; win-back pursues the return of a lapsing customer; cross-sell pursues a complementary purchase. Each is a sequence of 1:1 decisions and actions aimed at that outcome, and Maestro owns the sequence end-to-end for every individual customer.
This is different from thinking in campaigns or flows. A workflow is not a fixed path everyone is dropped into; it is a reasoned decision path that adapts to each customer continuously, so the outcome, not the calendar, drives what happens next.
The distinction
A campaign broadcasts to a segment and a flow is a fixed path. A lifecycle workflow reasons per customer.
A campaign is a broadcast sent to a segment on a calendar, and a classic automation flow is a fixed sequence a customer is dropped into. Both are predetermined: the path does not change based on the individual once it starts.
A Lifecycle Workflow is a reasoned decision path run per customer, continuously. It decides the next action based on where that specific customer is and what outcome it is pursuing, and it keeps adapting. Maestro owns each workflow end-to-end rather than firing a pre-built sequence.
In practice
Each workflow pursues a specific customer outcome, decided 1:1 and owned end-to-end.
FAQ
A campaign is a broadcast sent to a segment on a schedule. A lifecycle workflow is a reasoned sequence of 1:1 decisions pursuing a specific outcome, like replenishment or win-back, that adapts to each customer continuously rather than following a fixed calendar.