The HubSpot Lifecycle Spine Audit

Lifecycle Stage history is the spine — uploaded HubSpot property-history CSVs on the Basic Upload Report, live HubSpot OAuth on the Connected Report. Around each transition, the engine ingests source attribution (user, workflow, import, integration, or bulk edit), conversion and activity evidence where the team uploads it or where Connected can read it live, deal and company context on Connected, and selected business-context fields (ICP, score, segment, market, lifecycle reason) only when they help explain a stage.

The upload path needs no names, emails, or phone numbers. PII-like values are ignored or suppressed and never rendered in reports.

FunnelLedger reconstructs the lifecycle spine period by period — when Lead was assigned, when MQL fired, when SQL handed off, when Opportunity opened, when Customer closed. The detected lifecycle model is presented to the operator for confirmation (one path or multiple motions, what "Other" means, any retired secondary lifecycle property) before the report treats it as truth.

Where stage history is absent or incomplete, the report names the gap instead of inventing data.

Workflow sweeps, bulk imports, integrations, and admin cleanup transitions are classified by source-of-change attribution and separated from real funnel movement. The report shows both the raw spine (what the labels claim) and the noise-adjusted spine (what actually happened), so "funnel improvement" isn't confused with an admin operation.

This is the single audit signal that buyers report changes the QBR conversation the most.

Every advanced-stage label is marked supported, stale, missing evidence, or conflicting. Verdicts are deterministic — never AI guesses. Each verdict carries the evidence chain underneath it. AI may help phrase or clarify in governed places; AI never decides a verdict, a metric, or a CRM action.

Verdicts roll up into Lifecycle Trust Over Time — per-month and per-quarter buckets showing whether the funnel is getting cleaner or noisier, not just where it stands at the snapshot.

Both plans export a CSV bundle of cohorts and findings. The Connected plan adds Lifecycle Decay review cohorts (records sitting too long without supporting touchpoints) and Segment Actions — HubSpot static-list creation with explicit per-action approval and the HubSpot write scope.

Cleanup happens inside HubSpot, run by you. FunnelLedger never writes to lifecyclestage or any contact property. Segment Actions are never automatic.