Diagram Key
Marketing
Sales
Does Not Exist Today
Post-Sales
AnonymousWebsite Visitor
LeadKnown Contact
MQL → SQL → SQOQualification Pipeline
OpportunityDeal Stages
CustomerClosed Won
Post-SaleOnboard + Renew
Customer
Journey Touchpoints & Flow
Journey Touchpoints & Flow
Marketing
Email Marketing Organic Social Web Referrals Direct Traffic Paid Social Referral Program Partners Webinar Content Syndication Trade Shows Paid Search
Sales
Sales Outbound Warm Leads from Referrals
Website Conversion
Buyer Fit Score
Buyer Interest Score
Nurtures (Build)
Consider Nurture — HERE Consider Retargeting — HERE Recapture Nurture
MQL
Buyer Fit Score ≥ 100
Buyer Interest ≥ 100
SQL
AE or BDR Qual/Discovery Call (Meeting #1)
BANT Qualified
SQO
Product Demo with AE (Meeting #2)
Closed Lost / Disqualified
Proposal Review
→
Contract Negotiations
→
Signed Contract
Closed Won
Onboarding
Renewals
Lifecycle
Funnel Stage Definitions
Funnel Stage Definitions
Anonymous
Website visitors, unauthenticated
Lead
Familiar but not yet fully engaged or ICP-determined
MQL
Marketing qualified by ICP criteria
SQL
Sales qualified, ready for outreach
SQO
High-priority, demo completed
Opportunity
Active deal in pipeline
Customer
Signed contract, active relationship
Post-Sale
Onboard & Renew
Stage
Definitions Criteria & Triggers
Definitions Criteria & Triggers
Anonymous
New people unfamiliar with the company who have not authenticated (i.e. website visitors).
No CRM record exists
Lead
Familiar with the company but not yet fully engaged or not yet determined if they are ICP. Exists in the system but not yet evaluated or qualified to progress.
Contact created in HubSpot
MQL
Qualified by marketing based on predefined ICP criteria.
Buyer Fit Score ≥ 100 AND Buyer Interest Score ≥ 100
SQL
Vetted lead showing potential to move forward. Engaged sufficiently for direct sales outreach.
Lead Status = AE/AM Meeting Completed
SQO
High-priority potential customer — readiness for exploration, evaluation, and solution alignment.
Product Demo Occurred & Opp is created
Opportunity
Lead Converted to Contact, Account, & Opp. Active deal management through proposal, negotiation, and contracting.
Lead Status = Converted | Opp Stage = Qualifying
Customer
A formal agreement or purchase. Beginning of the client relationship — delivering promised value, initiating onboarding, ensuring intended impact.
Signed Contract
Post-Sale
Onboarding & Renewals — post-sale lifecycle management.
Closed Won
Sub
Statuses Lead & Opp Stages
Statuses Lead & Opp Stages
- Not Started
Lead Statuses
- Not Started
- Contact Attempted
- Engaged
- AE/AM Meeting Set
- Pending Reschedule
- AE/AM Meeting Completed
- Nurture
- Unqualified
- Converted
Lead Statuses
- Not Started
Conversion Trigger
- Lead Converted to Contact, Account, & Opp
- Lead Status = Converted
- Opp Stage = Qualifying
Opportunity Stages
- Qualifying
- Discovery & Scoping
- Prove & Propose
- Preferred
- Scheduled
- Research & Preparation
- Ready for Customer
- Proposal Sent
- Negotiation & Reviews
- Contracting
- Customer Acceptance
- Sent for Signatures
- Won
- Closed Lost - Nurture
- Closed Lost
Opportunity Stages (Active)
- Proposal Sent
- Negotiation & Reviews
- Contracting
- Customer Acceptance
- Sent for Signatures
Opportunity Stage
- Won
Opportunity Stage
- Closed Won
Systems
Tech Stack
CMS
HubSpot
HubSpot
HubSpot
Salesforce
Salesforce
Salesforce
Salesforce
System Data Flow — End to End
CMS
Website & Content
→
HubSpot
Marketing Automation, Nurtures, Lead Scoring
→
Salesforce
Pipeline, Opp Management, Closed Won
→
Post-Sale
Onboarding & Renewals
▶
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PLG | Visual Flowchart
Lucidchart⚙
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PLG Customer Journey
▶
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B2B SaaS | Visual Flowchart
Lucidchart⚙
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B2B SaaS Customer Journey
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Enterprise | Visual Flowchart
Lucidchart⚙
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Enterprise Customer Journey
