This model it’s fundamental for the RevOps framework in HubSpot. Standardizing data in your HubSpot with a Bowtie gives all your teams a 360 customer view.
So they can track lead conversion rates throughout the full funnel.
As a result, you can measure and improve your pipeline effectiveness with a new set of metrics:
Conversion metrics (CR) between each customer lifecycle stage - e.g what is the % of MQLs converting to SQLs
Time metrics (AT1, AT2, etc) - eg. how many weeks does it take for MQL to become an SQL
Volume metrics (VM1, VM2, etc) - showing a number of contacts/accounts in the specific stage.
Caution: Understanding Bowtie Data Model is mandatory, as every part of the RevOps Framework is based on it. You can learn more about this model here.
In this step, you map your current sales process to put it in HubSpot.
You split pipelines into three categories:
New Business Pipeline (acquisition)
CS/AM Pipeline (customer success + account management)
Existing Business Pipeline (business extension + cross-sell/up-sell)
(Click on the image to open the Excel template)
Every pipeline has its own unique elements you need to define based on your sales process:
Now, it’s time to define the types of meetings that you hold with your customers.
(Click on the image to open the Excel template)
As a result, teams have clarity on where the customer is in the buying process and what needs to be done to deliver the best value.
The pipeline stages show you the progress of ongoing deals.
The Customer Lifecycle stages in turn help you categorize customers based on where they are in your marketing & sales processes.
If you don't set them up properly, your customer data will be all over the place.
(Click on the image to open the Excel template)
This is what the MQL Lifecycle Stage in its simplistic version looks like in HubSpot:
Caution: Customer Lifecycle Stages have to work automatically based on defined triggers and inclusion lists. They shouldn’t be ever touched manually by any of the team members.
When creating automation remember to go to the Contacts -> Lifecycle Stage and uncheck Sync lifecycle stages:
While Lifecycle Stages show you where the customers are in your process, they don't tell you what to do with them. This is where Lead Statuses come in.
This property is a base for sales-level agreements. They define what actions SDRs and Account Executives need to take next after a lead is assigned/handed off to them.
(Click on the image to open the Excel template)
The framework below shows how Customer Lifecycle stages work hand in hand with Lead Statuses and automated triggers, giving your team 360 customer view.
(Click on the image to open the Excel template)
The way you manage the handoff between marketing, sales, and customer success is by using the Customer Lifecycle Stages and Lead Status properties together.
(Click on the image to open the Excel template)
Treat each of the presented processes as a distinct feature. You have to ensure 100% adoption by your teams before moving forward with any one of them.
Yes, it’s hard as it requires continuous maintenance. To streamline the process we suggest using Matt Bolian’s CREDIT Framework. It means adding behaviors that:
Remember, RevOps brings ROI only if your teams adopt every process 100%.
Caution: use the RevOps Framework Template in Excel only to map and define processes. After implementing them in HubSpot, every action should be done inside your CRM.