--- title: CAI HubSpot Status Call — Data Structure & Qualification Workflow type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-26-cai-hubspot-status-call-125614379.md tags: - meeting - hubspot - crm - sales-qualification - bant - workflows - automation - citrus-america - lifecycle-stage - contact-type - lead-source - sql - mql - opportunity - data-cleanup layer: 2 client_source: Citrus America industry_context: food-beverage transferable: false --- # CAI HubSpot Status Call — Data Structure & Qualification Workflow **Date:** 2026-04-05 **Client:** [[wiki/clients/current/citrus-america/index|Citrus America]] **Type:** Working Session ## Overview Working session to overhaul HubSpot contact field structure and align sales qualification workflows. The team reviewed redundant fields, agreed on a two-field replacement strategy (`Lifecycle Stage` + `Contact Type`), and mapped out SQL and Opportunity automation logic. A critical blocker was surfaced: the qualification questions required to trigger the SQL workflow are not present on the contact record, making the automation non-functional. **Key personnel change:** Karly Oykhman (returning from maternity leave) replaces Ben San Fratello as the primary Asymmetric HubSpot contact for this account. --- ## Attendees | Name | Org | Role | |---|---|---| | Melissa Cusumano | Asymmetric | Account Lead | | Karly Oykhman | Asymmetric | HubSpot / Automation | | Mark Hope | Asymmetric | Strategy | | Ben San Fratello | Asymmetric | (departing) | | Avokerie Onorimuo | Asymmetric | — | | Miriam Framson | Citrus America | Primary Client Contact | --- ## Key Decisions ### 1. Replace Redundant Fields with Two Canonical Properties The team agreed to retire several overlapping custom fields in favor of two definitive properties: | Old Field | Replaced By | |---|---| | `Inbound Lead` | `Lead Source` | | `Sales Rep Yes/No` | `Contact Type` | | `Marketing Flag` | HubSpot native `Marketing Contact Status` | | `Ranking` | `Lifecycle Stage` | | Unused address fields (e.g., `County`) | *(hidden/removed)* | **`Contact Type`** captures the role of a person in the database (e.g., "Active Sales Rep," "Inactive Sales Rep," "Customer," "Media"). It is not tied to the sales funnel. **`Lifecycle Stage`** captures where a prospect sits in the sales funnel (Prospect → Lead → MQL → SQL → Opportunity → Customer). It is only relevant for contacts moving through the sales process; reps and other non-prospect types will not have this populated. ### 2. Lead Source Structure `Lead Source` will use a two-tier model: - **`Lead Source`** — category (e.g., "Trade Show," "Website," "Phone") - **`Lead Source Detail`** — specific event or channel (e.g., "NGA Show 2024") This enables aggregate reporting on source categories while preserving event-level detail. ### 3. Sales Rep List Filter Update The "Sales Representatives" view will be updated to filter on `Contact Type = Active Sales Rep` rather than the old `Sales Rep Yes/No` boolean. Reps no longer active (KLH, HRI, Dickie, Align) will be set to `Inactive Sales Rep`. ### 4. SQL Automation Logic — OR Trigger To become a **Sales Qualified Lead (SQL)**, a contact must have at least **one** of the ~10 sales qualification questions answered. This is an OR condition (not AND), intentionally setting a lower bar to move leads forward faster. ### 5. Opportunity Automation Logic — BANT Threshold To become an **Opportunity**, a contact must meet a defined BANT threshold. Two approaches were discussed; Miriam will consult Brian to decide: - **Minimums approach:** All four BANT fields must score ≥ 2 (or ≥ 3) - **Average/sum approach:** The sum of all BANT scores must exceed a defined total (allows one weak field if others are strong) When a contact reaches Opportunity status, a **deal is automatically created** via a linked workflow. --- ## Critical Blocker: SQL Qualification Questions Missing from Contact Record > **Status: Unresolved — action assigned to Karly** The SQL workflow cannot fire because the ~10 sales qualification questions (e.g., *"What types of applications do you think you'll be using for the juicer?"*) are not surfaced anywhere on the contact record. Reps have no interface to enter this data, so the automation trigger condition can never be met. **Proposed solution:** Karly will investigate creating a custom internal form or modifying the contact layout to provide a clear, structured interface for reps to input qualification answers. The form should: - Reflect the lead qualification spreadsheet Miriam provided - Include all SQL qualification questions as dropdowns or selectable fields - Be accessible directly from the contact record - Clarify whether fields live at the contact or company level (team leans toward contact, with optional sync to company) --- ## Action Items - [ ] **Karly** — Clean up HubSpot fields: hide `Inbound Lead`; simplify `Lead Source` to two-tier structure; hide/lock `Ranking`; hide `Marketing Flag`; remove `Sales Rep Yes/No` - [ ] **Karly** — Add `Contact Type` field with Active/Inactive Sales Rep values; update Sales Rep list view filter; set KLH, HRI, Dickie, Align to Inactive - [ ] **Karly** — Review Miro board and lead qualification spreadsheet; align HubSpot workflows to match; implement BANT→Opportunity and Opportunity→Deal automations - [ ] **Karly** — Design and propose internal lead qualification form on the contact record; include all SQL questions; recommend trigger mechanism and placement - [ ] **Miriam** — Send ranking-to-stage mapping and lead qualification spreadsheet to Karly - [ ] **Miriam** — Consult Brian on BANT-to-Opportunity trigger rules (minimums vs. sum/average) - [ ] **Melissa** — Move monthly call to 9:00 AM ET / 10:00 AM CT; send updated invites to Miriam and Karly --- ## Supporting Context ### Ranking Field (Retiring) The `Ranking` field (0–5 stars, used at trade shows) was a proxy for lifecycle stage: - 0 = non-marketing contact, no email - 1 = Prospect - 2 = Lead - 3 = MQL - 4 = SQL - 5 = Opportunity This mapping was informal and inconsistently applied. It is being retired in favor of `Lifecycle Stage`, which makes the progression explicit and automatable. ### BANT Fields BANT (Budget, Authority, Need, Timeline) fields are already present on the contact record and scored 0–4 or 0–5. The existing BANT→Opportunity workflow draft checks for *any* value in all four fields, which is insufficient — a score of 0 across all fields would incorrectly trigger it. The updated workflow will enforce a meaningful threshold per the decision above. ### Contact Stage vs. Lifecycle Stage An existing custom `Contact Stage` field partially duplicates `Lifecycle Stage`. The team agreed to consolidate on `Lifecycle Stage` (HubSpot native) and either remove `Contact Stage` or sync it from deal stage data so it reflects pipeline position at the contact/company level. --- ## Related - [[wiki/clients/current/citrus-america/index|Citrus America Client Index]] - [[wiki/knowledge/hubspot/lifecycle-stage-contact-type-pattern|Lifecycle Stage + Contact Type Field Pattern]] *(to be created)* - [[wiki/knowledge/hubspot/bant-opportunity-automation|BANT → Opportunity Automation]] *(to be created)*