---
title: "Lifecycle Stages in HubSpot: from lead to customer, and how to use them right"
description: What are Lifecycle Stages in HubSpot? We explain Lead, MQL, SQL, Opportunity and Customer, how they differ from lead status and how to set up a clear model.
image: https://leadlabs.se/hubfs/Blog/livscykelfaser-hubspot.jpg
---

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 October 11, 2026

# Lifecycle Stages in HubSpot: from lead to customer, and how to use them right

![Picture of Emelie](https://app.hubspot.com/settings/avatar/a7bfbbcaf0bc52ffebec008d63b2902f) By  [Emelie](https://leadlabs.se/en/insights/author/emelie)  ·   3 minute read

![Person walking up a blue staircase](https://leadlabs.se/hs-fs/hubfs/Blog/Lifecycle%20Stages-hubspot.jpg?width=1600&height=900&name=Lifecycle%20Stages-hubspot.jpg)

If marketing says they delivered 200 leads and sales says they only got five good ones, the problem is often that nobody has defined what a lead is. Lifecycle Stages in HubSpot solve this, if they are used correctly. Here is what the stages mean and how to set up a model the whole organization understands.

**In short:** Lifecycle Stage shows where a contact or company is in its relationship with you, from Subscriber and Lead through MQL, SQL and Opportunity to Customer and Evangelist. Lead status is a complement that shows where the sales rep is in the follow up. What matters is clear criteria for each stage and that stages are updated automatically.

## Which Lifecycle Stages are there in HubSpot?

| Stage | Meaning |
| --- | --- |
| **Subscriber** | Subscribes to the blog or newsletter but has not shown buying interest. |
| **Lead** | Has shown interest, for example downloaded content, but is not qualified. |
| **Marketing Qualified Lead (MQL)** | Marketing considers the contact a good fit and ready for sales. |
| **Sales Qualified Lead (SQL)** | Sales has confirmed there is a real need and a possible deal. |
| **Opportunity** | There is an open deal associated with the contact. |
| **Customer** | Has purchased at least once. |
| **Evangelist** | A happy customer who recommends you. |
| **Other** | For example partners, suppliers or job applicants. |

The stages can be customized, but most B2B companies get far with the default stages as long as the criteria are clear.

## What is the difference between Lifecycle Stage and lead status?

**Lifecycle Stage** describes the relationship with the whole organization and moves forward. **Lead status** describes the sales rep's work on a lead within a stage, for example New, Attempted to contact, In progress, Qualified or Unqualified. Use both: Lifecycle Stage for reporting over time, lead status for day to day sales work.

## How to set clear criteria

1. **Define MQL together.** Marketing and sales need to agree. An example: right industry and size, a decision making role and either a booked meeting or a high [lead score](https://leadlabs.se/en/insights/lead-scoring-hubspot?hsLang=en).
2. **Define SQL.** What must the sales rep have confirmed? Need, budget, timeline or decision maker.
3. **Decide what happens to unqualified leads.** Should they go back to nurturing or be marked as Other?
4. **Write it down.** Document the definitions where everyone can find them, ideally also in Context Home so HubSpot's AI understands them.

## Automate the stages

Lifecycle Stages should not be set manually if you can avoid it. Use [workflows](https://leadlabs.se/en/insights/workflows-hubspot?hsLang=en) to:

- Set Lead when someone fills in a form.
- Set MQL when the lead score passes a threshold or when someone books a meeting.
- Set Opportunity when a deal is created, which HubSpot can do automatically.
- Set Customer when a deal is won.

Keep in mind that Lifecycle Stage only moves forward by default. To move a contact backward, the field must first be cleared.

## Reports that become possible

With clear Lifecycle Stages you can measure conversion between each step, how long it takes from lead to customer and which channels create the most MQLs and customers. It is the foundation for all funnel reporting in HubSpot. Read more in our guide to [reports and dashboards in HubSpot](https://leadlabs.se/en/insights/reports-dashboards-hubspot?hsLang=en).

## Frequently asked questions about Lifecycle Stages in HubSpot

### What is a Lifecycle Stage in HubSpot?

Lifecycle Stage is a default property that shows where a contact or company is in its relationship with you, from Subscriber and Lead to Customer and Evangelist.

### What is the difference between MQL and SQL?

An MQL is a contact that marketing considers ready for sales based on audience fit and engagement. An SQL is a contact that sales has qualified and confirmed as a real potential deal.

### Can you change Lifecycle Stages in HubSpot?

Yes, the stages can be customized. You can also have separate Lifecycle Stages for different objects. Think changes through carefully since they affect reports and workflows.

### Why can't you move a contact backward in Lifecycle Stage?

HubSpot is built for stages to move forward so the history stays accurate. To move a contact backward, the property must first be cleared and then set to the new stage, preferably through a workflow.

### What is lead status in HubSpot?

Lead status is a property showing where the sales rep is in working a lead, for example New, Attempted to contact, In progress or Unqualified. It complements Lifecycle Stage.

## Summary

Lifecycle Stages are the shared language between marketing and sales. With clear definitions and automatic updates you get a funnel you can measure and improve.

Want help defining and setting up your Lifecycle Stages? Get in touch with LeadLabs.

## Read also

- [Lead scoring in HubSpot](https://leadlabs.se/en/insights/lead-scoring-hubspot?hsLang=en)
- [Reports and dashboards in HubSpot](https://leadlabs.se/en/insights/reports-dashboards-hubspot?hsLang=en)
- [Workflows in HubSpot: a guide with examples](https://leadlabs.se/en/insights/workflows-hubspot?hsLang=en)

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