wiki/knowledge/hubspot/citrus-america-lead-qualification-workflow.md · 843 words · 2026-04-05

Citrus America Lead Qualification Workflow

Documentation of the HubSpot lead qualification setup for ^[1], covering MQL/SQL trigger logic, BANT field implementation, the company-level data model decision, and contact sync automation.

Overview

Citrus America uses HubSpot to manage a multi-stage lead qualification funnel: Prospect → Lead → MQL → SQL → Opportunity. As of the April 2026 review, the core workflow logic was in place but blocked by missing field visibility and an incomplete data capture form. The session identified the gaps and defined a remediation plan.

Lifecycle Stage Trigger Logic

Prospect → Lead

Triggered automatically when a contact has basic identifying information:

First Name
Last Name
Email
Phone Number

This step was confirmed working during the review.

Lead → MQL

Triggered when all of the following conditions are true on the contact record:

Field	Condition
First Name	Known
Last Name	Known
Email	Known
Phone Number	Known
State	Known
Category	Known
Associated Company	Exists
"Are you juicing?"	Is "Yes" OR "No, but seem interested"

Blocker (as of review): The "Are you juicing?" field was not visible in the standard contact view, preventing reps from completing the trigger condition. The field exists in HubSpot but was not surfaced in the contact layout.

MQL → SQL

Triggered when all four BANT fields on the contact record are set to their highest positive value (e.g., "Has authority"):

BANT Field	Trigger Value
Budget	Positive indicator
Authority	"Has authority"
Need	Positive indicator
Timing	Positive indicator

BANT fields were added to the contact record during the review session. Field ordering was noted as needing cleanup (alphabetical rather than B-A-N-T sequence).

Note: When all BANT criteria are met, an automation automatically creates a Deal and assigns the deal owner to match the contact owner.

Data Model Decision: Company-Level Storage with Contact Sync

Problem

Qualifying data (e.g., "Are you juicing?", volume estimates, application types) was being stored at the contact level. If a contact leaves the company, that data is lost or archived with the contact record, breaking the company's qualification history.

Decision

Store qualifying/screening data at the company level. Use an automation to sync that data down to the associated contact record so sales reps see it without navigating away from the contact view.

Rationale

Data durability: Company-level data persists even when contacts turn over.
Sales usability: Reps work primarily in contact records; syncing company data to the contact avoids context-switching.
Override flexibility: The sync is one-directional and non-locking — reps can manually override contact-level fields when contact-specific data differs from the company record.

Implementation Plan

New Lead Intake Form — A single HubSpot form capturing both contact fields and company fields simultaneously. Eliminates the need to navigate between object records during lead creation.
Company → Contact Sync Automation — A workflow that copies company-level qualifying fields (e.g., "Are you juicing?") to the associated contact record whenever the company field is updated.
BANT Fields on Deal Record — Once a deal is auto-created from SQL qualification, BANT data should be visible on the deal form. Confirmed missing as of the review; added to action items.

Data Cleanup: Unassigned & Orphaned Contacts

A significant cleanup is required before the new workflow is fully operational. Running automations that change contact owners on a dirty dataset risks incorrect assignments.

Segment	Count	Status
Contacts owned by deactivated user "Jay"	~3,260	Pending reassignment strategy
Contacts with no owner	~3,000	Partially addressed by Miriam manually
Total	~6,260	Cleanup planned post-workflow launch

Reassignment Plan

Miriam (Citrus America) will define the reassignment strategy with Brian and Jacob — likely segmented by region or customer type.
Mark's team (Asymmetric) will execute the bulk reassignment in HubSpot once the strategy is confirmed.
Cleanup is intentionally deferred until the new workflow and form are live, to avoid re-triggering owner-change automations on stale data.

Action Items

[ ] Reorder BANT fields on Contact record (B → A → N → T sequence) — @Mark Hope
[ ] Add BANT fields to Deal record form — @Mark Hope
[ ] Build new lead intake form capturing Contact + Company data, including "Are you juicing?" and other qualifying fields — @Mark Hope
[ ] Build Company → Contact sync automation for qualifying fields — @Mark Hope
[ ] Demo updated setup to Miriam (~1 week) — @Mark Hope
[ ] Define contact reassignment strategy (by region/customer type) with Brian and Jacob — @Miriam Framson

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