These two properties are alike, but they serve different purposes.
Lifecycle Stage
| Stage | Description |
|---|---|
| Lead | Showed interest (filled a form, downloaded something) |
| Marketing Qualified Lead (MQL) | Marketing has vetted them as worth pursuing |
| Sales Qualified Lead (SQL) | Sales has confirmed they're worth a direct conversation |
| Opportunity | An active deal is open with them |
| Customer | They've bought |
| Former Customer | Previously bought but no longer an active customer |
| Evangelist | They refer others |
| Subscriber | Opted into your content/blog |
| Other | Doesn't fit the funnel |
Lead Status
| Status | Description |
|---|---|
| New | Just came in, not yet worked |
| Open | Being reviewed |
| In Progress | We're actively engaging |
| Connected | Had a conversation |
| Open Deal | A deal has been created |
| Unqualified | Not a fit |
| Lost | Good fit but didn't close |
| Closed | Active pursuit ended — record retained in HubSpot for future nurture or re-engagement |
The Simple Mental Model
Lifecycle Stage = Where are they in the relationship? (Marketing + Sales view)
Lead Status = What is the rep doing with them right now? (Sales operational view)
A contact can be active for weeks while their lead status cycles through In Progress → Connected → In Progress multiple times.
Common Mistake to Avoid
Don't use Lead Status as a substitute for Lifecycle Stage. They work together — Lifecycle Stage tells you the macro position, Lead Status tells you the micro activity. Both should be updated as contacts progress.