Markers let Odie watch your accounts for the signals your company cares about, like a customer saying on a call that they aren't seeing value, a renewal coming up while support tickets are still open, or onboarding that has stalled. You decide what to look for and how Odie should spot it: with one rule or AI check, with several rules and AI checks together, with points across several factors, or by hand. When an account shows the signal, Odie labels it right on the account, so anyone who opens it can see what's going on. You can also use markers to focus your Segments and start Workflows.

Choose an Application Mode

When you create a marker, you choose its Application Mode. The mode decides how the marker gets onto an account.

How Odie applies markers

Once a marker is active, Odie keeps it up to date for you.

• When Odie checks: Rule-based checks run at least once a day and whenever an account's data changes. AI checks run when a new call, email, ticket, or note arrives for the account.
• Which accounts: Odie only checks accounts in the Segments you choose for the marker.
• When a marker goes away: If an account no longer matches, Odie removes the marker. Markers found by AI stay on the account for the Active duration you set, counted from the latest evidence. If no new evidence appears in that time, the marker expires.
• When a person steps in: If someone applies or removes a marker by hand, Odie keeps their choice and stops changing that marker on that account until the person removes it.

Create a marker

Every marker starts the same way. The steps after Basics depend on the Application Mode you choose.

1. Go to Operations. Under AI Toolkit, click Markers.
   • You need to be an admin to see Operations in the Customer Operating System.
2. Click New.
3. On the Basics step, enter a Name.
4. Enter a Purpose. Describe what the marker means and what your team should do when they see it.
5. Under Application Mode, choose Single-condition, Multi-condition, Point-based, or Manual-only.
6. Click Next and set up the marker using the section for its mode below.
7. Click Create & Activate to start applying the marker, or Create Marker to save it without applying it yet.

Build a single-condition marker

A single-condition marker uses one rule or one AI check. On the Rules & Scope step, choose a Detection Type:

• Rule-based: Uses account, activity, and relationship conditions, such as a renewal date, a field value, or a count of open tickets.
• AI Detection: Reads what customers say in calls, emails, tickets, and notes to find a signal, such as frustration with a recent release. AI Detection uses tokens from your organization's AI allowance.

Set up a rule

1. Under Segment scope, choose at least one Segment. The marker only runs for accounts in those Segments.
2. Under Define Conditions, add the conditions an account must meet. Group conditions with AND or OR.
3. Click Test to see how many accounts match, and to check whether the marker would apply to a specific account.
4. Click Next. On the Appearance step, choose a Priority and an Icon.

Set up an AI check

1. Choose the Segments the marker should check.
2. Under Evidence to analyze, choose what Odie can read: Calls, Emails, Tickets, Notes, or Commentary.
3. Under Evaluation Window Settings, choose an Active duration: how long the marker stays after the latest evidence, or Until manually removed.
4. Click Next. On the Detection Instructions step, describe what Odie should look for. Be specific about what counts and what doesn't. For example: "Flag accounts where a customer says they aren't seeing a return on their investment. Ignore general pricing questions during onboarding."
5. Click Next. On the Appearance step, choose a Priority and an Icon.

Build a multi-condition marker

A multi-condition marker lets you combine rules with AI checks in a series of steps. You build it on the Marker Canvas, which runs from left to right: choose Segments, add your steps, then apply the marker.

1. On the Rules & Scope step, click Open Marker Canvas.
2. Choose the Segments the marker should check.
3. Click Add Step and choose Rule-based Logic or AI Evaluation. Add as many steps as you need.
   • Odie runs the steps in order. An account must pass every step to get the marker.
4. To give accounts different labels, add a branch as the last step. Add a path for each situation and describe what each path should detect.
   • Odie checks paths from top to bottom, and the first match wins.
   • The Otherwise path covers every account that matches no path. It can apply a value or Do not apply marker.
5. On each Apply marker outcome, choose a Priority and an Icon. If you added a branch, also enter the Marker value for each path.

For example, a Renewal Risk Reason marker could work like this:

AI steps use tokens from your organization's AI allowance, the same as AI Detection.

Build a point-based marker

Point-based markers are designed for the moments when you want a clear, consistent answer to one question about your accounts, such as how far along an account is in activation or how deeply it has adopted the product. You pick the factors that matter, decide how many points each one is worth, and set up Marker Values such as Not Started, Ramping, and Fully Activated.

Odie evaluates every account the same way:

1. Each criterion gives the account points, based on the first condition it matches.
2. Each group combines its criteria into one group total, using the average, highest, or lowest points.
3. Odie weights the group totals and adds them up into the account's total points.
4. The total lands in a Marker Value, unless an override places the account directly.

Before you save, click Generate Preview to see how your rules play out on your real accounts.

Build a manual-only marker

A manual-only marker is never applied by Odie. Your team applies it when they know something that isn't in the data, such as a new executive sponsor or a pending acquisition.

1. On the Basics step, choose Manual-only and click Next.
2. Review the settings on the Rules & Scope step and click Next.
3. On the Appearance step, choose a Priority and an Icon.
4. Click Create & Activate.

Apply or remove a marker on an account

You can apply a single-condition marker, or a manual-only marker, directly from an account.

1. Open the account and click the Marker Application quick action.
2. Search for the marker.
3. Click Apply or Remove.
4. Optionally, add a reason so your team knows why.

Your choice stays in place. Odie won't apply or remove that marker on that account automatically until someone removes it. When you remove a marker by hand, Odie checks the account again, so an automatic marker can come back if the account still matches.

Multi-condition and point-based markers can't be applied by hand, because their value comes from your rules.

Use markers across Odie

Once a marker is active, it shows up wherever your team works.

• Account Profile: Markers appear in Key Indicators on the Summary tab. Sort them by Recently Applied, Recently Removed, or Highest Priority, or click View all to see every marker on the account.
• Markers page: Go to Operations and click Markers under AI Toolkit. Click a marker to see the accounts that have it now, the accounts that had it before, and how that number has changed over time. Click Generate Brief for a summary across those accounts.
• Segments and Workflows: Filter for accounts that have, or don't have, a marker. Use the same filter to start a Workflow for those accounts.
• Briefs and questions: Odie includes an account's current markers in what it knows about that account, so they inform meeting briefs and answers about the account.

Turn a marker off or delete it

• To stop using a marker for now, turn off its Status toggle on the Markers page. Odie removes it from every account but keeps its history. When you turn it back on, Odie checks your accounts again.
• To delete a marker, click Delete on its row and type DELETE to confirm.

Design markers your team will trust

• Start with the action. Use Purpose to say what your team should do when they see the marker. If nobody would act on it, you may not need it.
• Use one signal per marker. Keep unrelated situations in separate markers so each label has a clear meaning.
• Use Priority consistently. Save Warning and High Risk for signals that need a quick response.
• Be specific in AI instructions. Say what counts, what doesn't, and give an example of each.
• Test before you activate. Use Test or Generate Preview to check that the right accounts match.
• Review and refine. If a marker shows up too often or no longer fits your process, adjust its rules or turn it off.

FAQs

Why doesn't a marker appear on an account I expected?

Check that the marker is active and that the account is in one of its Segments. For AI checks, make sure the data source is connected and the conversation arrived after the marker was activated. Also check whether someone removed the marker from that account by hand.

Why did a marker disappear from an account?

The account stopped matching the marker's rules, the Active duration for an AI marker ended without new evidence, someone removed it by hand, or the marker was turned off.

Does a manual change override Odie?

Yes. When someone applies or removes a marker by hand, Odie leaves that marker alone on that account until the person removes it.

Can I filter accounts by a specific Marker Value, such as Ramping?

Not at this time. Filters and Workflows can check whether an account has a marker, but not which value it has.

Do markers use AI tokens?

Only the parts that use AI: single-condition markers set to AI Detection and AI Evaluation steps in multi-condition markers. Rule-based, point-based, and manual-only markers don't use tokens.

How are markers different from Odie's renewal prediction?

Odie's renewal prediction learns from your history which signals matter, and it updates on its own. A marker uses the rules you set, for a signal you want to track your own way. Use both: the prediction tells you the likely outcome, and your markers tell you which signals you want to act on.