How to use Lifecycle Stages in HubSpot

Most companies think pipeline starts when a deal is created. In reality, your pipeline begins long before that, with Lifecycle Stages.

Lifecycle Stages are the chronological phases a lead moves through on their path to becoming a customer. When used consistently, they become one of the most powerful diagnostic tools in your GTM system. HubSpot automatically timestamps each stage, giving you visibility into where your funnel slows, where leads die, and where marketing and sales actually perform.

The problem? Even mid-market companies rarely document or enforce these stages. A few simple definitions and workflows fix that instantly.

Below is a crisp, modern framework for using Lifecycle Stages effectively.

1. Lead

This is the default stage when a contact is created in HubSpot. At this point, your job isn’t to decide if they want to be a customer—it’s to determine if they could ever become one.

Inbound Lead: Someone who came through an inbound channel (e.g., filled out a form).
Outbound Lead: Someone sourced through Apollo, Sales Navigator, etc.

Goal: Determine if they are hypothetically a fit.
If not, disqualify them early.

2. Marketing Qualified Lead (MQL)

An MQL matches at least some of your ICP criteria and has demonstrated measurable interest. Only inbound leads should ever be MQLs.

Examples of ICP + Intent signals:

• Right industry, revenue, employee count

• Website visits

• Downloaded an eBook

• Opened multiple emails

• Viewed pricing or contact pages

Goal: Confirm they fit your ICP and show real buying behavior.

Over time, lead scoring should automate this step entirely.

3. Sales Accepted Lead (SAL)

A SAL is an MQL (or an imported outbound lead) that sales has actively attempted to contact. If your definitions are tight, your MQL → SAL ratio should be nearly identical.

Data indicators:

• Lead Status = Attempting/Connected

• Sales emails sent

• Calls made

• LinkedIn outreach logged

Goal: Decide if they have the potential to buy.
This is often where reps enrich the record or make first contact.

4. Sales Qualified Lead (SQL)

An SQL is someone sales has validated as a true potential buyer. This typically requires qualification via BANT (Budget, Authority, Need, Timing) or similar frameworks.

Goal: Book a discovery call.
This is the point where a lead becomes a legitimate sales opportunity.

You should capture data like current vendors, tech stack, and buying process here.

5. Opportunity

Once someone agrees to a discovery or evaluation conversation, they’ve entered the pipeline. This is where a deal is created—often automatically.

Goal: Guide them through the sales process and close the deal.

Supporting Automations (Critical)

Lifecycle Stages should never be manually updated. Use workflows such as:

• Lead Score > X = set to MQL

• Sales outreach logged = set to SAL

• Lead Status = Qualified = set to SQL

• Meeting booked with “Discovery” = set to Opportunity

• Opportunity stage = auto-create deal

When done correctly, your team only updates Lead Status and logs activity—HubSpot handles the rest.

If you want clean lifecycle data, automated workflows, and a GTM system that actually reflects your sales process, book a strategy call with Mansfield Strategies.