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HubSpot Lifecycle Stages and Lead Status Definitions

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• 🧲 HubSpot

Define the stages marketing and sales share.

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[VERIFY] is an editorial flag, not a blank to fill. Wherever the prompt shows [VERIFY], check that item against a reliable source before you use it.

Define lifecycle stages and lead statuses for HubSpot. Our sales and marketing process: [PROCESS]. Who owns each handover: [HANDOVERS]. Current definitions and problems: [CURRENT_PROBLEMS]. Reports we want: [REPORTS].

For each lifecycle stage (subscriber, lead, marketing qualified lead, sales qualified lead, opportunity, customer, evangelist or others) write the definition, the entry criteria, who moves the contact, and the properties that evidence it, testable from data. Define lead status values within a stage. Explain how stages should move forward only, how to handle exceptions, and what HubSpot does on backward movement [VERIFY]. Write a one-page handover agreement between marketing and sales with response times.

Example with three invented contacts moving through stages, and a report definition for conversion by stage: contacts reaching the next stage divided by contacts in the stage, with arithmetic. Mark field and setting names [VERIFY] and review the definitions quarterly. Keep each definition to two sentences and give the data check that would prove a contact is in that stage. Flag any stage that sales and marketing might read differently and propose the wording to settle it.

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Invented definitions. Lead: has given an email address through a form; Marketing qualified: fit score at least 60 and two engagement actions in 14 days; Sales qualified: a salesperson has confirmed need, authority, budget and timeline in a conversation; Opportunity: a deal exists with an amount and a close date; Customer: first invoice paid.
Example conversion: 1,000 leads, 180 marketing qualified (18 percent), 70 sales qualified (38.9 percent of the previous stage), 28 opportunities (40 percent), 12 customers (42.9 percent). Handover agreement: sales contacts a marketing qualified lead within 1 working day.

• hubspot