Lifecycle stage and lead status are often confused or ignored when implementing HubSpot. However, failing to leverage these fields will create unnecessary friction in funnel reporting and content personalization.
Take a look at the difference between these two fields and the recommended values for each. We’ve also included recommendations to automate stage changes to optimize your sales enablement strategy.
Lead = a contact that has converted on more than a subscription sign up (contact form, ebook download, etc)
Marketing Qualified Lead = HubSpot Score reaches a certain number indicating qualification
Sales Qualified Lead = sales team member has spoken with the contact and determined they are a good fit
Opportunity = contact is associated with a deal
Customer = contact is associated with a deal in the stage Closed Won
Evangelist = customer that serves as a reference or promoter
Other = None of the above fits or we’ve spoken with them and decided they’re unqualified
Lead Status- indicates the lead’s progression from sales qualified lead to customer
New = All form submissions, inbound leads, and imported leads should be set to Lead Status = New
In Progress = set when the sales team has qualified the lead and is preparing to contact them (Lifecycle Stage = Sales Qualified Lead)
Attempted to Contact = sales has sent a tracked email or enrolled them in a sequence and they haven’t responded or scheduled a meeting
Connected = the lead has responded to a tracked email or sales is engaged in an ongoing conversation
Open Deal = set when a deal has been created and associated with the contact (Lifecycle Stage = Opportunity)
Unqualified = Sales has made contact and this contact is not currently qualified to continue (set manually)
We recommend adding an additional field for “Unqualified Reason”. This field serves a similar purpose to “Lost Reason” on the deal object. When the lead is moved to Lead Status = Unqualified, prompt the sales team to add a reason why in this dropdown field.
Can’t Fulfill Their Needs = they need features/services we can’t provide
Competitor = they’re a competitor looking for information on our offering
Not Interested | they may be a fit, but they don’t want to continue
Not a Fit - Never Will Be = they don’t meet our requirements for a strong customer and will never meet that profile
Not a Fit - Might Be in the Future = they’re not a good fit but they may be in the future
Not Ready = they’re a fit but the timing isn’t right
Not a Prospect = industry contacts, marketing inquiry, etc
Lost = Deal Status = Closed Lost
Won = Deal Status = Closed Won
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