How to use custom lifecycle stages in HubSpot
Build a lifecycle that reflects your real process
Lifecycle stages are one of the core properties in HubSpot.
They show where a contact or company sits in your marketing and sales journey and power reporting, automation, and team handoffs.
Most teams start with the default stages, but as the motion gets more complex, gaps appear.
That’s usually the point where custom lifecycle stages become useful.
They give you the flexibility to shape the journey around your real process instead of forcing your process to fit HubSpot’s defaults.
This article shows you exactly how to use custom lifecycle stages the right way.
You’ll learn how to design a clean lifecycle, automate it, connect it to reporting, and avoid the common mistakes that break data quality.
Once these pieces are in place, your lifecycle becomes one of the most reliable signals in your CRM.
1. Start with a clear reason to add new stages
You should only create a custom lifecycle stage when it marks a meaningful shift in the buyer journey.
A good custom stage answers one of these questions:
- Does this step reflect a real change in intent?
- Does it signal ownership passing from one team to another?
- Does it justify a distinct conversion rate?
Examples that qualify:
- Free Trial
- Activated User
- Technical Evaluation
- Procurement
- Onboarding
Examples that do not qualify:
- “Left voicemail”
- “Meeting booked”
- Any micro-step in the sales process
(Those belong in Lead Status.)
Your lifecycle should stay clean, simple, and tied to buying intent.
2. Define how each stage is reached
Every lifecycle stage needs one clear, objective condition that puts a contact into that stage.
Good conditions are measurable:
- “Completed free trial signup”
- “Met PQL score threshold”
- “Entered procurement workflow”
Bad conditions rely on opinion:
- “Seems interested”
- “Sales feels they are qualified”
If a stage is subjective, your reporting breaks.
3. Automate all lifecycle changes
Lifecycle should (ideally) not be updated by hand.
When you manually update these, it can create skipped stages, missing conversion data, and inconsistent funnels.
There are three clean ways to automate lifecycle changes:
- Workflow triggers
Example:
- If Free Trial Signup Date is known → set Lifecycle Stage to Free Trial.
- Score thresholds
Example:
- If Contact Score is greater than 60 and the fit score is high → set Lifecycle Stage to MQL.
- Deal creation logic
Example:
- When a deal appears for this contact → set Lifecycle Stage to Opportunity.
Pick the method that matches the buying moment.
Avoid stacking too many conditions. Simple rules work best!
If you are new to automation, check out 9 ways to use HubSpot workflows to see how else you can streamline this process.
4. Decide how the lifecycle will move forward
HubSpot supports a forward-only lifecycle model.
This prevents contacts from moving backward if they re-engage or stall.
Set your rules so each movement meets these criteria:
- One path forward
- No backwards movement
- Only major milestones trigger a stage change
A clear forward flow could look like:
Subscriber → Lead → MQL → SQL → Opportunity → Customer → Active Customer → Evangelist
Or for SaaS:
Lead → PQL → Free Trial → Activated User → Opportunity → Customer
Once the flow is locked in, keep it stable.
Frequent reconstruction breaks funnel reporting.
If you are syncing these stages to a CRM like Salesforce, you must be careful.
Read our guide on how to map HubSpot lifecycle stages to Salesforce objects to avoid sync errors.
5. Update Lead Status to match your new lifecycle
Lifecycle describes the journey.
Lead Status describes sales activity inside the SQL stage.
We have a full breakdown on HubSpot lifecycle stages vs. lead status if you need to clarify the difference for your team.
Once you introduce new lifecycle stages, revisit Lead Status so the two systems work together.
Example:
- Lifecycle: SQL
- Lead Status: New, Attempted Contact, Connected, Discovery, Unresponsive
Lifecycle shows where they are and Lead Status shows what sales is doing.
Never merge the two!
6. Connect lifecycle stages to reporting
Once your lifecycle is mapped and automated, check three reports:
- Funnel report
Does each contact pass through the right sequence without skipping?
To see how these stages feed into broader strategy, look at the 7 most useful HubSpot reports for sales and marketing leaders.
- Conversion rates
Are the new stages creating measurable improvements?
Do you now see previously hidden drop-off points?
- Attribution impact
Does the lifecycle reveal more accurate first-touch vs. last-touch influence?
If the new lifecycle stages do not improve visibility, they need refining.
7. Test the system before rolling it out
Before you switch workflows on, test with real CRM records:
- Can a cold lead become an MQL automatically?
- Does the Free Trial stage work every time?
- Does a deal set the lifecycle to Opportunity?
- Are any contacts skipping stages?
Fix inconsistencies before launch. Lifecycle errors always expand quickly once volume increases.
8. Keep the lifecycle simple and stable
A stable lifecycle is better than a perfect one. Avoid adding new stages unless your motion truly changes.
A good lifecycle behaves like a story with clear chapters. If a new chapter does not move the story forward, it does not belong in lifecycle.
If you want a lifecycle that improves attribution, handoffs, forecasting, and funnel clarity, RevBlack can guide you.
