Lifecycle Stages

Lifecycle stages help teams track how contacts progress through different phases of their journey. Each contact belongs to one lifecycle stage at a time, making lifecycle stages useful for monitoring long-term status and outcomes.

What Is a Lifecycle Stage?

A lifecycle stage represents the current position of a contact in a defined journey, such as sales, onboarding, or support.

Lifecycle stages are:

• Sequential
• Mutually exclusive (one contact = one stage)
• Designed to reflect long-term progress, not temporary context

Accessing Lifecycle Management

Lifecycle stages are managed from Contacts → Lifecycle.

This page provides both:

• Configuration options for lifecycle stages
• A visual overview of how contacts are distributed across stages

Lifecycle Overview Dashboard

The dashboard displays lifecycle stages as cards.

Each card shows:

• Stage name
• Icon and color
• Number of contacts in the stage
• Stage status (Default, Active, Won)

This overview helps teams quickly understand where contacts currently stand.

Customer Journey Funnel

The Customer Journey Funnel visualizes how contacts move across lifecycle stages.

This section helps identify:

• Drop-offs between stages
• Bottlenecks in progression
• Overall distribution across the journey

Setting Up Lifecycle Stages

Click Setup to configure lifecycle stages.

The setup screen is divided into two areas:

• Lifecycle Stages (active journey)
• Lost Stages (contacts that exit the journey)

Creating a Lifecycle Stage

To add a new lifecycle stage:

1. Click Add Stage
2. Configure the stage details
3. Save the stage

Stage Configuration Options

• Name
  The stage label (for example: New Lead, Qualified, Closed).

• Description
  Internal explanation of what the stage represents.

• Emoji Icon
  Used for quick visual recognition across the UI.

• Color
  Helps differentiate stages in dashboards and filters.

Click Save to add the stage.

Default and Won Stages

Some lifecycle stages have special roles:

• Default stage
  Newly created contacts are automatically assigned to this stage.

• Won stage
  Represents successful completion of the journey.

These indicators are visible directly in the setup view.

Lost Stages

Lost stages represent contacts that exit the journey without completion.

Key behavior:

• Lost stages do not create default inbox filters
• Contacts in lost stages remain accessible
• Used for tracking churn or unsuccessful outcomes

Show or Hide Lifecycle Stages

Lifecycle visibility can be toggled using the Show / Hide Lifecycle Stages option.

• Disabling lifecycle hides it from Contacts and Inbox
• Contact data remains unchanged
• Stages can be re-enabled at any time

Using Lifecycle Stages Across Contacts

Lifecycle stages are used when:

• Viewing or filtering contacts
• Performing bulk actions
• Tracking progress in dashboards
• Analyzing customer journeys

Lifecycle filters are also available in the Contacts list and Inbox.

Lifecycle vs Labels vs Groups

• Lifecycle stages track long-term progression
• Labels add short-term or contextual tags
• Groups organize contacts into collections

A contact:

• Can have many labels
• Can belong to multiple groups
• Can have only one lifecycle stage

Best Practices

• Keep lifecycle stages minimal and meaningful
• Avoid duplicate or overlapping stages
• Use lost stages for exits instead of deleting contacts
• Review stage definitions periodically

Why Lifecycle Stages Matter

Lifecycle stages provide a structured way to understand contact progress, identify outcomes, and improve workflows by making long-term movement visible and measurable.