---
title: HubSpot Pipeline Stages & BANT Qualification
type: article
created: '2026-02-24'
updated: '2026-02-24'
source_docs:
- raw/2026-02-24-automations-discussion-aviary-124843767.md
tags:
- hubspot
- crm
- pipeline
- bant
- sales-process
- qualification
layer: 2
client_source: null
industry_context: null
transferable: true
---

# HubSpot Pipeline Stages & BANT Qualification

A clean deal pipeline paired with BANT custom fields gives sales reps a structured path from first contact to close, and creates the foundation for qualification-driven automations.

## Deal Pipeline Structure

When a deal is created in HubSpot, it implies the contact has already been pre-screened — creating a "Pre-Qualified" stage is redundant. The recommended pipeline is:

| Stage | Notes |
|---|---|
| **Qualified** | Entry point for all new deals. Pre-qualification is assumed at deal creation. |
| **Proposal** | A formal proposal has been sent. |
| **Contract Negotiation** | Terms are being discussed. |
| **Closed Won** | Deal closed successfully. |
| **Closed Lost** | Deal lost; capture reason in the `Closed Loss Reason` property. |

### Lifecycle Stages (Pre-Deal)

The standard HubSpot lifecycle stages (`Lead → MQL → SQL`) should be retained above the deal pipeline. They serve a distinct purpose: tracking contacts from any source (website forms, conferences, webinars) before they become qualified deals.

- **Lead** — Contact is known but not yet evaluated.
- **Marketing Qualified (MQL)** — Contact meets targeting criteria; appropriate for outreach (e.g., all ABM Tier 1 accounts).
- **Sales Qualified (SQL)** — Contact has demonstrated intent or met qualification criteria; warrants direct sales attention.
- **Opportunity** — A deal record is created.

This separation allows inbound and event-sourced leads to flow through the funnel without cluttering the deal pipeline.

## BANT Custom Fields

Add four custom properties to the **Deal** object to capture qualification status:

| Field | Suggested Type | Purpose |
|---|---|---|
| **Budget** | Checkbox + text | Does the prospect have budget? Capture amount/details. |
| **Authority** | Checkbox + text | Are you speaking with a decision-maker? |
| **Need** | Checkbox + text | Is there a confirmed business need? |
| **Timeline** | Checkbox + text | What is the prospect's purchasing timeline? |

A checkbox indicates the criterion is confirmed; the accompanying text field captures specifics from the conversation.

### BANT-Driven Automation

Once all four BANT fields are confirmed, a workflow can automatically promote the contact from MQL to **Sales Qualified**. This removes manual lifecycle management and ensures SQLs represent genuinely qualified prospects.

> **Pattern in use:** At least one other client uses this exact rule — MQL status is held until all four BANT criteria are proven, at which point the contact is automatically promoted to SQL.

## Supporting Properties

- **Closed Loss Reason** — A multi-line text property on the Deal object. Place it at the bottom of the deal sidebar so it stays out of the way on active deals.
- **Close Date** — Expected close date; useful for pipeline forecasting.
- **Amount** — Simple deal value field (preferred over HubSpot's more complex revenue fields when pricing is still being finalized).

## Related Automations

BANT fields feed into broader engagement automations. See [[wiki/knowledge/hubspot/engagement-trigger-automations]] for the pattern of creating tasks when prospects hit qualification thresholds (e.g., 2+ email clicks, all BANT criteria met).

## Implementation Notes

- Removing a pipeline stage (e.g., "Pre-Qualified") does not delete existing deals in that stage — migrate them first.
- Bulk edits to deal or contact properties are difficult to undo in HubSpot; proceed carefully and test on a small set first.
- Custom properties added to the Deal object must be manually added to the deal sidebar view via **Edit Properties** to appear in the UI.

## Client Reference

This structure was designed and implemented for [[wiki/clients/aviary/_index]] during a February 2026 working session. Aaron Grossman (Aviary) confirmed the pipeline stages and requested BANT fields be added alongside engagement automations tied to the Orbit ABM campaign.