How do we make HubSpot Lifecycle stages work in a multi-product company?



I am the RevOps Manager at a Enterprise SaaS company where we sell three workforce management software products to large Healthcare organisations.  The deals are complex, with long sales cycles and involve engagement with multiple (8+) contacts in the target organisation.


Those stakeholder we engage with are often the same for each of the three products we sell (e.g. CFO, CPO, Head of HR etc.).


The challenge i'm having is how to manage/track/record different lifecycle statuses for the same contact (e.g. the CFO) for each of our 3 products.  E.g. the CFO may be at MQL stage for product 1, SQL stage for Product 2 and Customer Stage for Product 3.


It seems like i'm missing something as HubSpot should be able to support this kind of Cross-Selling activity of different products where the same contact is a decision maker.


Any help or suggestions would be greatly appreciated as i've been wrestling with this one for a while.



1 Reply 1
Contributor | Platinum Partner
Contributor | Platinum Partner

How do we make HubSpot Lifecycle stages work in a multi-product company?

Hi @SThomas5 !


Love this use case! It's one we've loved exploring too! 


One way to approach this, that we've used in the past, is creating 3 x different Lifecycle Stage properties to capture the 3 x different Lifecycle Stages for different products e.g.

Property 1: <<PRODUCT 1>> Lifecycle Stage

Property 2: <<PRODUCT 2>> Lifecycle Stage

Property 3: <<PRODUCT 3>> Lifecycle Stage


We've created these on the <COMPANY> record, rather than the <CONTACT> record. This is so we can then easily run workflows and reports that identify up-sell/cross-sell opportunities, and market to associated contacts, based on what they have/haven't purchased. It also means we can tailor the Overview Tab on the Company records to show the opportunities in that customer base, too 😉 


Recommend this approach for COMPANY properties, rather than trying to manage this using CONTACT properties. This is because you can use the COMPANY properties to drive the workflows. 

Found my solution helpful? Please mark it as accepted below 🙂

Annie Swann

Head Coach

RECIPE marketing

9 Huron Street, Takapuna, Auckland