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Lifecycle Stages [DEFINITION]

Written by Nick Simard on 09.07.18

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Lifecycle stages help give you an understanding of where your contacts stand in your marketing and sales process. Knowing the stage of a contact can help you better nurture, determine qualified leads and pass on leads between marketing and sales.

Subscribers are those visitors who know about you and have opted in to hear from you periodically. In many cases your subscriber base is the segment of your contacts database that has only signed up for your blog or newsletter and nothing else. You should nurture a long-term relationship with subscribers and offer them content that will increase the chances that they will move forward in the customer lifecycle.


Leads have shown more interest in what you offer than subscribers have. Typically a lead has filled out a form with more than just an email address, often for some sort of content-based offer on your website. We see companies use the lead lifecycle stage for what we think of as general, broadly appealing, or top of the funnel offers. As each lead demonstrates a higher degree of sales readiness and qualification, they will move to further stages.

 

Marketing Qualified Leads, commonly known as “MQLs,” are those people who have raised their hands (metaphorically speaking) and identified themselves as more deeply engaged, sales-ready contacts than your usual leads, but who have not yet become fully fledged opportunities. Ideally, you should only allow certain, designated forms to trigger the promotion of a lead to the MQL stage, specifically those that gate bottom of the funnel offers like demo requests, buying guides, and other sales-ready calls to action.

 

Sales Qualified Leads, or “SQLs,” are those that your sales team has accepted as worthy of a direct sales follow up. Using this stage will help your sales and marketing teams stay firmly on the same page in terms of the quality and volume of leads that you are handing over to your sales team.

 

Opportunities are contacts who have become real sales opportunities in your CRM.

 

Evangelists are those contacts that are advocates for your business - they sing your praises from the rooftops! They are usually a small but vocal group who will refer new business to you unsolicited. Leveraging their networks often bring in new customers and help you reach leads you may not have been able to otherwise.

 

Other is the wildcard lifecycle stage. Examples of what this stage has been used for include: closed lost opportunities, customer renewals, and key accounts.

 

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Topics: Definitions