The problem this solves
Trying inbound, outbound, events, partnerships, and paid all at once with a small team means none of them gets enough repetition to work. Meanwhile lifecycle stages are undefined or decorative: nobody agrees what an MQL is, handoffs happen by Slack message, and the funnel report is a work of fiction. The cost is not just wasted spend; it is that you cannot learn what works because nothing runs long enough to produce a signal.
How we work
We start from your economics and buyer reality: deal size, sales cycle, how large the addressable market actually is, and how your buyers discover and evaluate solutions like yours. Those constraints eliminate most motion options quickly; a niche, high-touch offer does not support broad paid acquisition, and a high-velocity product does not need enterprise-style account plays.
We then commit to a primary motion and at most a couple of supporting channels, with explicit reasoning for what we are not doing yet. Around that we define the lifecycle model: stage definitions, entry and exit criteria, conversion expectations between stages, and the SLAs between marketing and sales at each handoff.
The output maps directly onto HubSpot lifecycle stages and properties, so implementation becomes a configuration exercise rather than a translation project.
Deliverables
- Motion selection with explicit rationale, including what to postpone
- Channel plan with sequencing
- Lifecycle stage model with entry and exit criteria
- Marketing and sales SLA definitions
- Funnel conversion assumptions to validate
- HubSpot lifecycle mapping notes