Why Lifecycle Stages Matter
Without clear lifecycle stage definitions, you get chaos:
- Marketing says they generated 500 MQLs. Sales says they only got 50 good ones.
- Leads sit in limbo because no one owns the transition.
- Reports are meaningless because stages mean different things to different people.
The fix: written definitions with explicit transition criteria that both teams agree to.
The 6 Lifecycle Stages
Someone who has opted in to receive communications but hasn't shown buying intent.
Entry Criteria
- Subscribed to newsletter or blog
- No form fill beyond email opt-in
A contact who has provided information beyond email (name, company, etc.) but hasn't been qualified.
Entry Criteria
- Filled out a form with name + company
- Downloaded gated content
- Registered for webinar
A lead that meets both demographic fit AND behavioral engagement thresholds.
Entry Criteria
- Demographic grade of A or B
- Behavioral score above threshold (e.g., 50+ points)
- OR: Requested demo/contact (auto-MQL)
An MQL that sales has accepted and confirmed has a real opportunity potential.
Entry Criteria
- Sales has made contact (connected, not just attempted)
- Confirmed budget authority or path to it
- Timeline within next 6-12 months
- Active evaluation (not "just researching")
A qualified prospect in an active sales process with a deal attached.
Entry Criteria
- Deal/opportunity created in CRM
- Identified decision-maker and process
- Active negotiation or evaluation
A contact at a company that has purchased.
Entry Criteria
- Closed-won deal
- Contract signed or payment received
Common Mistakes to Avoid
A newsletter signup isn't an MQL. A whitepaper download from a competitor isn't an MQL. Reserve MQL for leads that actually meet qualification criteria.
If sales can silently ignore MQLs, you have no handoff. Require explicit acceptance (SQL) or rejection (disqualified) with a reason.
Contacts should move through stages in order. A subscriber shouldn't become an opportunity without passing through lead and MQL stages (unless auto-MQL criteria are met).
Backward Movement: Disqualification
Not all leads move forward. Build in disqualification paths:
- MQL → Lead: Sales rejects, needs more nurturing
- SQL → Disqualified: No budget, wrong fit, competitor
- Opportunity → Closed Lost: Deal didn't close
Track DQ reasons in a property. This data helps marketing understand what's not working.
SLA: The Missing Piece
Definitions are useless without follow-through. Add SLAs:
- MQL → SQL review: Sales must accept/reject within 24 hours
- SQL follow-up: First outreach within 4 hours
- Recycle: Rejected MQLs return to nurture, not limbo