Lifecycle Stages
ConceptRevOps
The defined statuses a contact or account moves through (e.g., Subscriber, MQL, SQL, Opportunity, Customer). RevOps standardizes definitions across teams.
Lifecycle Stages are predefined phases that a contact or account moves through in the revenue process, from anonymous visitor to evangelist customer. They create a shared, objective language across marketing, sales, and customer success about where someone is in their journey and what should happen next.
Common Lifecycle Stages
- Subscriber/Visitor: Anonymous or early-stage contact who has opted in to communications.
- Lead: Known contact who has provided information but has not been qualified.
- MQL (Marketing Qualified Lead): Lead that meets defined scoring thresholds for fit and engagement.
- SAL (Sales Accepted Lead): MQL that sales has reviewed and accepted for follow-up.
- SQL (Sales Qualified Lead): Lead that sales has confirmed as a real opportunity through discovery.
- Opportunity: Active deal in the sales pipeline with defined sales stages.
- Customer: Closed-won account, either in onboarding or in an active subscription.
- Evangelist: Highly engaged customer who actively advocates for the product.
Why Lifecycle Stages Matter
Lifecycle stages are the backbone of the revenue funnel. Clear, shared definitions prevent:
- Disputes between marketing and sales about lead quality.