EO HubSpot Rollout

Knowledge Base

Application to Member flow

Where deals come from, followed through one person's journey from a name in HubSpot to a paid-up member.

This page tells you where deals come from. A deal is one person's application as it travels through the joining steps, and HubSpot makes it at the moment described below.

Step one: how far along is the person?

This part happens on the person's own record, before any deal exists. It is their Lifecycle Stage moving forward.

  • Lead. They are in HubSpot but have not shown real interest yet. Everyone your chapter uploads starts here.
  • Marketing Qualified, which people say as MQL. They have shown enough interest to be worth a conversation. Set by hand, or by a form.
  • Sales Qualified Lead, which people say as SQL. Your chapter team has looked and agreed this person is ready for the formal application.

Reaching SQL is what creates a deal. That is the moment.

Step two: where does the deal come from?

Once someone is SQL, a deal is created against them in the Member Acquisition or Accelerator Acquisition pipeline. It stands for one application in progress. Those are the only two, and which one a deal lands in depends on what the person is applying for.

From here on, the tracking happens on the deal rather than on the person. Many deals share one pipeline; the pipeline is the set of steps, and the deal is the one application moving along them.

Step three: what are the pipeline steps?

These are Member Acquisition's. Accelerator Acquisition runs the same way with one difference: in place of Experience EO and Formal Interview it has a single Go/No-Go.

  1. Connect & Qualify20%

    The chapter manager makes first contact and checks the person meets the basic EO criteria.

  2. Experience EO40%

    They come to an EO event or sit in on a Forum, so they know what membership really involves before committing.

  3. Formal Interview50%

    Chapter leadership runs the membership interview to judge fit and readiness.

  4. Chapter Approval60%

    The chapter board votes and approves. HubSpot raises a task automatically to tell the global membership team.

  5. Global Approval70%

    This is the moment the systems talk to each other. When the global membership team approves, HubSpot pushes the person into Altai, which is EO's system of record, with the right chapter, membership type, dates and status. Altai then tells ChargeBee to email them a payment link.

  6. Payment Request80%

    The payment link has gone out. The deal waits here while the person pays. Nobody has to do anything; this step is just waiting.

  7. Closed Won100%

    Paid, and a full member. While the old system is still in use, the record is copied back to it so existing processes keep working.

Anyone who does not go ahead is moved to Closed Lost.

Why does the order matter?

Because each step only starts cleanly if the one before it finished.

Skip SQL and no deal is ever created. Skip a step and an approval that should have happened did not. And if the Altai record is incomplete when the Global Approval push fires, ChargeBee never sends the payment link, so the person sits in Payment Request waiting for an email that is not coming.

That is why the Altai fields have to be right before anyone is approved.

Who does which part?

  1. Marcom Chair

    Lead, then Marketing Qualified, then Sales Qualified Lead.

  2. Membership Chair

    SQL onwards, through the Member Acquisition or Accelerator Acquisition pipeline to Closed Won.

Where do you go next?