Lifecycle Stages

In 2022, a notable trend emerged among HubSpot users that involved using lists to manage lifecycle stages. This approach gained traction due to challenges with manual adjustments to lifecycle stages, which frequently led to inconsistencies and errors in reporting. Specifically, issues arose from the inability to automate transitions back to previous lifecycle stages—unless through unconventional workarounds—and from records not moving sequentially through stages, thus complicating funnel report accuracy.

These problems prompted many administrators and consultants to reset lifecycle stages and timestamps completely, starting anew with list-based management systems. This strategy proved effective for some, yet others struggled.

Success largely depended on the simplicity of the go-to-market (GTM) strategy and the sophistication of the list inclusion filters. As businesses evolved and their GTM strategies became more intricate, the lists and their corresponding filters often failed to keep pace.

Considering the ongoing changes in our data infrastructure, which now support more complex data models and enhanced metrics, I recommend a strategic shift. It would be prudent to transition from list-controlled lifecycle automation to an approach directly integrated with the GTM data models. This would not only streamline processes but also ensure greater accuracy and efficiency in managing lifecycle stages. This alignment with the GTM frameworks will facilitate more dynamic and responsive lifecycle management, tailored to the specific needs and complexities of our evolving business environment.

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