Value Path Playbook
Track and support natural progression
Configure HubSpot to recognize Value Path stages, track progression signals, and enable your team to support customers at every stage of their journey.
What You'll Build
Stage Properties
Custom Value Path stage property on Contacts with all 8 stages
Signal Recognition
Automated detection of stage progression signals
Visibility Dashboard
Real-time view of contacts by Value Path stage
Stage Workflows
Automated actions triggered by stage changes
Time Estimate
2-3 hours for basic setup. Additional time for advanced automation.
Create Value Path Stage Property
- Object: Contacts
- Group: Contact Information (or create "Value Path")
- Label: Value Path Stage
- Internal name: value_path_stage
- Type: Dropdown select
- 1Audience
- 2Researcher
- 3Hand Raiser
- 4Buyer
- 5Value Creator
- 6Adopter
- 7Advocate
- 8Champion
Define Progression Signals
Each stage has signals that indicate natural progression. Recognize these—don't force them.
Audience → Researcher
Multiple content downloads, return visits to methodology pages, comparison content engagement
Researcher → Hand Raiser
Form submission requesting help, meeting/demo request, direct question via chat or email
Hand Raiser → Buyer
Pricing page visits, proposal/quote requested, deal created in pipeline
Buyer → Value Creator
Deal closed-won, onboarding started, implementation kickoff
Value Creator → Adopter
First value milestone achieved, regular usage patterns, positive feedback received
Adopter → Advocate
Referral made (internal or external), case study participation, public testimonial
Map to HubSpot Lifecycle Stages
Value Path Stage and HubSpot Lifecycle Stage work together.
- Audience → Subscriber
- Researcher → Lead
- Hand Raiser → Marketing Qualified Lead
- Buyer → SQL / Opportunity
- Value Creator → Customer
- Adopter → Customer (key distinction!)
- Advocate → Evangelist
- Champion → Evangelist
Key Insight
HubSpot's Lifecycle Stage lumps post-sale into "Customer." Value Path Stage gives you the granularity to distinguish Value Creators from Adopters from Advocates.
Build Stage Progression Workflows
Auto-Set Workflows
When Deal stage = Closed Won → Set Value Path Stage = Value Creator
Meeting Trigger
When Meeting booked → Set Value Path Stage = Hand Raiser
NPS Trigger
When NPS score ≥ 9 submitted → Set Value Path Stage = Adopter (if Value Creator)
Automation Philosophy
Recognize and respond to signals—don't force progression. The goal is enabling support, not manufacturing advancement.
Create Value Path Dashboard
Stage Distribution
Contacts by Value Path Stage, color-coded by phase (TO vs OF)
Stage Velocity
Average time in each stage, stage transition rates, bottleneck identification
Adopter Ratio
Value Creator to Adopter conversion, time to adoption, at-risk Value Creators
Saved Views
Path TO Value (1-4), Path OF Value (5-8), Adopter Pipeline, Referral Ready
Ready to Implement
You now have everything you need to track Value Path stages in HubSpot and support natural customer progression.
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