The concept

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Movement between Life Cycle Stages is often seen as a key metric for HubSpot users - the main ones being: Lead > Marketing Qualified Lead (MQL) > Sales Qualified Lead (SQL) > Opportunity > Customer 

You’ll need to decide what determines categorisation for the first 3, but an Opportunity means there is a Deal on the Board unless they are already a Customer.

  • What will you categorise as an MQL or SQL?
  • Will you only categorise leads as SQLs when a salesperson has qualified, or based on e.g. visits to a pricing page?
  • There is another LifeCycle Stage called ‘Other’ - use this as a catch all for staff and suppliers you don’t want to have ‘in’ your sales process.

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