Lifecycle Stage
Lifecycle Stage is the categorization of a contact or account along the buyer journey — typically progressing through stages like Subscriber, Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, and Evangelist.
What is Lifecycle Stage?
Lifecycle Stage gives teams a shared language for where each contact stands in the buyer journey. The schema matters less than the discipline — what matters is that every stage has clear entry criteria, clear exit criteria, and clear ownership. Mature stages also have associated SLAs (how fast does a new MQL get to SQL?) and conversion benchmarks. Common failure mode: too many stages, too many states between them, and contacts that get stuck or lost across boundaries.
Why it matters
- Provides a shared language for funnel state across marketing, sales, and CS.
- Stage-level conversion benchmarks reveal where the funnel leaks.
- Clean stage transitions enable proper handoff and attribution.
Use cases
- Funnel-stage reporting. Conversion rates per stage transition surface where the funnel leaks.
- Stage-based automation. Different lifecycle stages trigger different nurture programs.
- Handoff orchestration. Stage change triggers handoff between marketing and sales.
How turgo helps
turgo's lifecycle-stage model is fully customizable, integrated with the CRM lifecycle field, and automated by agents — stages update based on real activity, not manual edits.
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