Aligning marketing and sales using HubSpot properties

One of the most misunderstood—and, therefore, misused—properties in HubSpot is lifecycle stages. Up until writing this chapter, HubSpot lifecycle stages were predefined and could not be changed. However, in recent times, HubSpot now allows companies to define their own lifecycle stages to fit their organization's needs.

Lifecycle stages in HubSpot consist of seven stages—Subscriber, Lead, Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL), Opportunity, Customer, Evangelist, and more. This property is meant to highlight at what stage a prospect is in their journey with your business; therefore, it combines the activities of marketing, sales, and customer service. It generally isn't a field that should be manually managed; the more effective way to use it is to build conditions that will automatically update these lifecycle stages through workflows.

One such way to build these conditions...