A goal is a customer outcome you have committed to deliver, written the way the customer would describe it. Examples are "Reduce onboarding time from 6 weeks to 2" or "Roll out SSO to all 4,000 seats by Q3". Goals give your team and the customer a shared definition of success, separate from the day-to-day tasks that get you there.

What a goal holds

Each goal carries:

Title: the outcome, phrased as a specific, measurable result.
Status: where the goal stands today (see below).
Owner: the team member accountable for driving it.
Due date: the target date, when there is one.
Achieved date: stamped automatically the day you mark the goal achieved.
Theme: an optional tag that groups goals by initiative, such as Adoption, Expansion, or Compliance. Themes are defined by your team and can be added inline.
Deliverables: the success plan items that move this goal forward.

Statuses

Not started: agreed but not yet underway.
In progress: actively being worked.
On track: in progress and expected to land on time.
Overdue: set automatically when the due date passes and the goal is still open.
Achieved: the outcome was delivered.
Canceled: no longer being pursued.

The portfolio view

The Goals page is a portfolio-wide view across every account. A status breakdown shows how many goals sit in each state, coverage widgets show how much of your book has goals at all, and theme widgets show which initiatives your goals cluster around. It is the fastest way to spot accounts with no committed outcomes and themes that are over or under-represented.

Add goals on an account

Every account has a Goals card on its Customer Intelligence tab. Add a goal yourself, or let Cust draft them for you.

Research and propose with AI

You do not have to write every goal by hand. Run Research & propose and Cust reads the recent interactions, transcripts, and notes to draft goals that reflect what the customer has actually asked for or committed to. Each suggestion comes back in the chat for you to approve, revise, or skip before it is saved.

The prompt that guides this research is configurable for your whole workspace, so you can tell Cust how your team frames customer outcomes.

Edit the goals research prompt

Filter the list

Alongside the simple pill filters (status, theme, due date), Goals has the same advanced filter as the Companies list. Build multi-condition queries on the underlying account (industry, metrics, lifecycle stage, custom fields, even interactions) and scope to the accounts you manage. The filter also narrows the coverage and theme widgets, so you can ask questions like "what does goal coverage look like across just my enterprise accounts".

Open Goals