If you have two acquisition levels running at the same time, what I mean is, you are trying to acquire clients via your product. So your product is your marketing demand gen engine, and you have your good old inbound funnel as well going on at the same time. So how do we leverage the life cycle stages at this point? So, basically, split the life cycle stages epic in two parts. That's how I'll do it.

Like, for PLG, you will have a set of inclusion list for PLG. All those how many? Six. Eight lists, in my case.

Eight list eight inclusion list for PLG, and eight inclusion list for inbound. And every single trigger that comes for PLG, like, for example, app usage data, any of my touch point, I'll I'll walk you through with an example so it will more make more sense and less abstract. And your good old inbound figures like, you know, signed up for a newsletter, download an ebook. Doesn't happen as much, but just for an example, signed up for a webinar, all of that stuff, will live in your inclusion list for inbound.

And then you will have a segmentation property, which this is a mandatory property that has, like, every single contact have to have have it, like, as soon as it enters the system. So for your app usage data, it can be very simple. Someone signs up on your app. You have a webhook or anything in place that is connecting to HubSpot, and the contact is created via that integration, that custom integration.

So you will mark that acquisition property as PLG because your product has acquired that particular contact in the system. And then you can have, PQ, like, spelling mistake. It's not PQL. It's PQL.

So PQL triggers can be divided into levels. I just made it up, but it can happen. So level one can be, you know, you are you are the premium user. Now you signed up for the prior the signals design of signal or the activation metrics is telling me, hey.

Now you are not a premium user anymore. You have promoted to a level one PQL. Same goes for level two. Okay.

You signed up for the trial, but and also you actively used all of the features and you like, it makes sense in your app usage data, and you can use your, in house, like, segment or anything like that, or you can, use high touch or whatever your partner is using. So you can identify, hey. Are we using those pro features that we offered them as trial? And is this usage making sense?

Like, it's not like a junk usage. So for example, I bought an ask for enterprise, and I just clicked once on the customer journey tool because I found, some video on LinkedIn. It looks cool and then clicked and turned off. So that's not a usage.

I'm actively building it and, you know, looking couple of reports and you're monitoring that activity. So it's like, okay. This particular person is in trial, and he's heavily using that feature. So I'm gonna mark them as level two.

Opportunity from opportunity to customer, it make, like, it it gets common where, now you have identified, okay, you are qualified level two. We are gonna reach out to you and try to, you know, sell our stuff and basically get you on on the enterprise, blow up whatever plan you have. So these all can happen until the customer purely based on the usage data and some input that you get, from, like, all the activation signals, usage metrics from the app plus, whatever you can identify, via the behavior.

Inbound, I'm not gonna go into the details of the inbound. It's, like, fairly simple. You, have your inbound funnel going on, meeting move, whatever happened, signed up, meeting move, then then deal open. So your good old inbound. Customer, everyone is clear?

Like, any questions that you want?

To to summarize this. Right? Because you've got PLG, then you got sales led all within the same company. So to summarize this, the life cycle stages are gonna be named PQL slash MQL.

It's just one funnel of life cycle stages. We're not creating two life cycle stages here. It's one. So we're gonna name that life cycle stage PQL slash MQL or PQL level two slash SQL.

Within that PQL l two dash SQL, we're designated a property to say, is this PQL or this is this SQL? So, again, we're not creating two logical stages. It's one. We're naming it like this, and then we're driving it to the property that's gonna tell us is it p PLG or sales.

Yeah. So when when we're opening a funnel like this where you have a naming convention, in place where a single funnel stage thanks for bringing that point up, Ali. That was a good one. So if if your single stage can mean two different things based on your acquisition channel or your go to market, you have to have a, segmentation property in place, which is a mandatory property whenever you're building this funnel.

So you'll have to know, okay, how is, like, inbound going and either you're building the funnel or your customer general report. So you have to mark that acquisition channel property correctly, in filters. And if it's, like, a PLG, then, you'll mark this PLG. So good point about that.

After this, it's fairly simple and can get super complex as well. Your activation triggers can mean a lot of things based on case to case, like partner to partner. Some people have activation metrics like whatever site they have. So they sell studio, where you can record in four k podcast and stuff.

So among all the users, what is the total number of usage that is happening? Like, in last thirty days, how much of the recording hours were done? How many users are active every single day? What is the, exports and downloads and all of those activation metrics?

So once you reach that, then we will mark you. Yes. You have received, you know, that particular activation point where you are no longer just a customer. You have, been there.

Impact is, again, more ambiguous than the previous one. It has to be defined, case to case again. It can mean a lot of things. So I purchased this product for a certain use case.

Am I, like, getting that value out of it or no? It's it's like a very simple question, but really hard to define. Lifetime values, again, complex. The general idea is one by three cap to lifetime value ratio.

So whatever expenses happening up until the point of customer, whatever cost of acquisition that you spent, including all of your demand gen, and your product plus your sales effort, whatever is the cost, then whatever the lifetime value you have generated, revenue generated. So one by three ratio is industry standard, but, again, it depends.