New Lifecycle Definitions: Best Practices

Smart CRM & Sales Hub CRM
1

Hey HubSpot Community!

We’re currently revamping our HubSpot account and defining lifecycle stages for the first time. While we’ve used the Marketing Qualified Lead (MQL) stage in the past, this is our first comprehensive setup of the full lifecycle property. We’ve got our stages pretty well defined, and are ready to implement workflows based on objective actions (e.g., form submissions, inbound calls) to assign contacts to the correct stages moving forward.

The Challenge: About 90% of our database is in the wrong lifecycle stage (most are just labeled as “Leads”) under our new definitions. We’re exploring two options to address this:

Option A: Reset All Lifecycle Stages

  • Reset all contacts and reassign them using the new definitions.
  • Pros: Ensures accurate data and clean segmentation.
  • Cons: Risks losing historical lifecycle stage data.

Option B: Keep Existing Stages and Apply New Definitions Forward

  • Keep current assignments but use new definitions moving forward.
  • Pros: Simpler, retains historical data.
  • Cons: Existing contacts may stay in incorrect stages, potentially skewing reporting (though filters can mitigate this).

Option C: Open to Suggestions!

I’m leaning toward Option A but would love any advice or best practices from the community.

Thanks in advance!

2

Hey @AdamBecker98, thank you for posting.

For implementing new lifecycle stages, Option A offers the cleanest slate and ensures accurate data, making it easier to apply your new definitions consistently. While resetting could mean losing historical lifecycle data, you could preserve key insights by exporting this historical data before resetting. This approach keeps your segments accurate and your workflows efficient.

Alternatively, if the historical context is critical for certain contacts, a hybrid approach might work: reset only some key segments (e.g., active leads) while keeping the historical stages for long-term inactive contacts. This would allow you to apply new definitions selectively, balancing data accuracy with reporting needs.

To our top experts, @TomM2 and @Josh do you have any recommendations for @AdamBecker98 matter?

Thank you,

Pam

3

Hi @AdamBecker98,

You covered the main considerations already, here are some more things that I would add:

  • Option A assumes that there aren’t any existing processes relying on the currently available information, specifically that there aren’t any workflows. Bulk clearing and re-applying lifecycle stage values could trigger automation. Make sure that when you choose this route, you’ve covered all of your bases.
  • Option B’s con is actually less grave as you make it sound, in my opinion. This would only be the case if contacts have moved too far in their lifecycle stage. What I see a lot more often is the opposite. In any case, when applying new definitions you’d see that some contacts stay where they are, some are moved along to their new correct stage.
  • There is an option C where you combine both approaches, e.g. maybe not resetting the lifecycle stage of opportunities and customers, but of the stages before that, specifically cleaning up MQLs and SQLs. This would mean that you keep reports for opportunities and customers, but get a clean slate for anything before.
  • Option B can be set up quite nicely with lifecycle stage dashboards that have reports for both before and after the change. For example, if you make the changes on 12/31/2024, it would be easy to communicate to stakeholders that the reports for before 2025 work on the basis of of the old definitions, going forward, the new definitions are applied. Yes, that will require everyone to check two reports for a while but after a year at the latest, you’ll likely not look at the 2024 or before reports anymore anyway.

In the end, I think A and B (and C) are valid options and to some extent it comes down to personal preference. All options have a degree of either gaining or keeping information but also losing some. It’s a matter of taste which one you’d like to keep/lose.

Best regards!

PS. When setting up lifecycle automation, keep in mind that HubSpot doesn’t like lifecycle stages to be skipped (so consider setting them one by one in workflows, e.g. a MQL workflow would first set as lead, then MQL).

4

Thanks both of you! Very helpful

5

Jumping in here even though this thread’s a year old, since we’ve rolled this out for dozens of clients, and the question keeps coming up.

You’re absolutely on the right track considering a reset, and from our experience, doing it intentionally (even partially) pays off in cleaner reporting, better automation, and way less confusion down the line.

:rocket: What We’ve Found Works Best

1. Hybrid Reset Is Often Ideal

Instead of a full wipe (Option A), we typically reset everything pre-SQL: Leads, MQLs, and even Subscribers. This keeps the journey for active deals and customers intact while cleaning up legacy contacts that no longer match your definitions.

We also export existing lifecycle data, so you still have that historical trail outside the CRM if needed.

2. Define Clear Stages That Align With GTM

Here’s a lifecycle structure that’s worked across SaaS and services clients:

  • Subscriber — Signed up for content, but no buying intent
  • Lead — Added by sales or identified as a potential fit
  • MQL — Meets ICP and shows buying signals
  • SQL — Accepted by sales, ready to engage
  • Opportunity — A deal has been created
  • Customer — Closed-won
  • Evangelist — Referring or upselling
  • Other — Does not fit any of the above

This helps teams distinguish between passive, active, and engaged contacts and aligns better with sales workflows.

3. Consider the Lead Object (If You Have Sales Pro)

HubSpot’s newer Lead Object now handles what Lead Status used to, but with more structure and automation. It tracks sales engagement, while Lifecycle tracks the contact journey. We create the Lead Object when a contact becomes an SQL, giving reps visibility into outreach and follow-up without overcomplicating Lifecycle logic.

Happy to share more if helpful. Just wanted to contribute since this thread is still ranking high in Google — and hopefully this framework helps others too!

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