Lifecycle Module

The Lifecycle module audits how contacts move through your lifecycle stages — from subscriber to customer. It identifies bottlenecks, skipped stages, and conversion rate issues that indicate problems in your lead management process.

What it checks

The module runs 21 checks covering:

• Stage progression — Are contacts advancing through stages in the expected order?
• Skipped stages — Are contacts jumping from early stages directly to late stages?
• Stale contacts — How many contacts have been stuck at a stage for too long?
• MQL/SQL handoff — Is the marketing-to-sales handoff working effectively?
• Conversion rates — Are stage-to-stage conversion rates within healthy ranges?
• Late-stage inactivity — Are accounts going dark at critical pipeline stages? (Evaluated at company level)

Common findings

• High percentage of contacts stuck at a single stage — Often indicates a broken workflow or unclear stage definitions
• Low MQL-to-SQL conversion — May signal misaligned scoring criteria or poor lead quality
• Frequent stage skipping — Suggests lifecycle stages aren't consistently enforced
• Late-stage contacts with no deals — Lifecycle stage disconnected from actual sales process

Why it matters

Lifecycle stage management is the foundation of revenue operations. When stages are inconsistent or contacts get stuck, you lose visibility into pipeline health and marketing effectiveness. Sales teams waste time on unqualified leads, and marketing can't accurately measure campaign impact.