B2B RevOps Framework

CLOSED LOST → COOL-DOWN → RECYCLE

Deal → Closed Lost

• Lost before Stage 2 (pre-pipeline): contact never became Opportunity. Lifecycle stays = SQO. Contact Status → Unqualified (hard DQ) or Bad Timing (soft → stay SQO, enter nurture).
• Lost after Stage 2 (was Opportunity): Lifecycle stays = Opportunity unless hard DQ. Hard DQ only → move to Unqualified. Contact Status → Bad Timing or Unqualified.

↓ Cool-down workflow (45–90 days)
↓ Active Nurture Category set on contact
↓ Re-engagement score triggers

• Contacts only: Contact Status → Nurture (custom) after cool-down. On re-engagement: Contact Status → New, resurfaces in sales view.
• Leads + Contacts: a new Lead record is created on the contact — re-enters the sales queue fresh.

CHURNED CUSTOMER → WIN-BACK

• Account Status = Churned
• Lifecycle Stage stays = Customer — always

↓ Win-back nurture sequence
↓ Re-engagement signal

• New Deal created in renewal/win-back pipeline
• Account Status → Active on Closed Won
• Contact Status is not relevant — they are not a lead

⚠ Never recycle to MQL or SQL. Lifecycle Stage must never go backwards from Customer.

BAD TIMING → ACTIVE NURTURE → RE-SURFACE

• Contact Status = Bad Timing
• Lifecycle Stage stays = SQO — don't reset

Set custom property: Active Nurture Category
Use the CL reason to set the category (budget, timing, competition, no decision)

• ↓ Cool-down delay (45–60 days, match to your cycle)
• ↓ Contact Status → Nurture (custom) when delay ends
• ↓ Contact drops into campaign specific to their nurture reason
• ↓ Engagement score builds back up
• ↓ Score threshold hit → Contact Status → New