Deal Pipeline Stages (Elena Partners)

New Lead

(New contact who just entered the system)

Transition type (automatic): trigger - lead creation or form submission


Transition criteria: filled form / downloaded material / added manually / imported


When it moves forward:

Marketing confirmed it fits the Ideal Customer Profile (ICP) / investment-appropriate profile


Trigger: deal stage = New Lead


Actions:

  • Sending email: "Thank you for your interest..."
  • Attaching: Company Overview PDF

Delay 1 day

  • Sending email: "How we work — short intro"
  • Attaching: Intro Presentation (Intro Deck)
MQL (Marketing Qualified Lead)
(Lead shows real interest and fits ICP; ready for handoff to Sales Rep)

Transition type (automatic): workflow can update Lifecycle Stage -> MQL and assign Sales Rep.


Transition criteria:
The lead has shown qualified interest, for example:
  • Downloaded factsheet / intro deck
  • Requested a consultation
  • Viewed 2–3 key pages (Fund -> Strategy -> Team)
  • Reached the lead scoring threshold

Trigger: deal stage = Marketing Qualified Lead

Actions:
  • Sending email: "Your requested materials"
  • Attaching : Factsheet + Investment Summary
  • Updating property in HubSpot: lifecycle stage -> MQL
  • Assigning lead to Sales Rep.
  • Creating task: "Call MQL within 24 hours"

SQL (Sales Qualified Lead)

(Sales Rep confirms the lead has funds, intent, and is a real sales opportunity)

Transition type (manual): requires Sales Rep judgment after reviewing lead


Transition criteria:

Sales Rep confirmed:

  • The lead has investable funds
  • Investment horizon fits
  • Interest is genuine (ready to discuss product/fund)
  • Intent to proceed to evaluation

What it means:

  • The sales conversation starts.
  • The lead can enter a deeper engagement cycle.

Trigger: deal stage = Sales Qualified Lead


Actions:

  • Sending email: "Detailed information - investment strategy"
  • Attaching: Full Pitch Deck

Delay 2 days

  • If email opened -> sending performance snapshot
  • If email not opened -> sending reminder "Still interested?"
  • Updating property in HubSpot: lifecycle stage -> SQL
Evaluation
(Lead is reviewing materials, attending calls, comparing investment options)

Transition type (manual with automation): engagement can trigger reminders or emails automatically, but moving stage usually SDR confirms


Transition criteria:
The lead is actively reviewing materials and engaging with the Sales Rep, for example:
  • Requested additional documents
  • Agreed to attend fund presentation
  • Participates in a call with the manager
  • Reviews historical returns and performance
What it means:
  • The investor evaluates the fund and compares alternatives.

Trigger: deal stage = Evaluation

Actions:
  • Sending email: “Additional materials for evaluation”
  • Attaching: Performance report, Risk metrics
  • Creating task: “Schedule evaluation call”
Delay 3 days
  • If no meeting booked -> automatically send reminder with a booking link.

Due Diligence

(Lead is checking legal, financial, and structural details before committing)

Transition type (manual): Sales Rep or Investment Manager confirms readiness


Transition criteria:

The lead begins verifying the fund/company structure:

  • Requested legal documents
  • Submitted KYC/AML documents
  • Reviewing contracts
  • Discussing deal details

What it means:

  • The investor wants to invest but is checking risks and documents.

Trigger: deal stage = Due Diligence


Actions:

  • Sending email: "Required documents for Due Diligence"
  • Attaching: Memorandum, Legal Overview, License, KYC/KYB Checklist
  • Creating task: "Follow up on Due Diligence documents"

Delay 5 days

  • If documents not uploaded -> send automated reminder
Pre-Commit
(Lead has verbally agreed and is finalizing amount and subscription documents)

Transition type (manual)


Transition criteria:
The investor is ready to commit, for example:
  • Verbally confirmed willingness
  • Requested subscription documents
  • Agreed on investment amount
What it means:
  • Decision is "almost made", waiting for formal confirmation.

Trigger: deal stage = Pre-Commit

Actions:
  • Sending email: "Final step before commitment"
  • Attaching: Termsheet, Fee schedule, Investment process
  • Creating task:"Arrange final call with investor"
Delay 2 days
  • Sending SMS (option): "Do you need any help before finalizing your commitment?"

Commitment

(Lead officially invests — documents signed, funds transferred)

Transition type (manual)


Transition criteria:

The investor officially confirmed investment:

  • Signed documents
  • Transferred funds
  • Received confirmation

What it means:

  • They become an investor.
  • Deal is successfully closed.

Trigger: deal stage = Closed (Won)


Actions:

  • Sending email: "Investment Confirmed — Next Steps"
  • Attaching: Signed agreement copy, Transfer instructions
  • Updating property in HubSpot: Lifecycle Stage -> Customer
  • Creating onboarding task for manager
  • Enroll contact into Onboarding Workflow
Contact-Based
(Investor account setup, KYC completed, welcome communications delivered)

Transition type (manual with automation): emails, task creation


Transition criteria:
After Closed Won, actions to complete onboarding:
  • Collect KYC
  • Create investor account in system
  • Conduct welcome call
  • Provide portal access and reporting
What it means:
  • Investor is fully onboarded and ready to start.

Enrollment trigger: deal = Closed (Won)

Actions:
  • Sending email: "Welcome onboard"
  • Attaching: KYC Pack
Delay 2 days
  • Sending email: “How to access your investor portal”
Delay 7 days
  • Sending email: "AML/Compliance Guidelines"
  • Creating task: "Check onboarding completion"

Active Investor

(Investor is fully onboarded and actively participating in the fund)

Transition type (automatic): can be workflow-driven for reporting and updates


Transition criteria:

Investor completed onboarding and:

  • Receives updates
  • Participates in the fund
  • Can consider additional opportunities

What it means:

  • This is an active investor with ongoing engagement.

Trigger: deal stage = Active Investor


Actions:

Automatically add investor to:

  • Monthly Factsheet List
  • Quarterly Report List
  • Investor Updates List

Sending monthly (loop):

  • Monthly Factsheet

Sending quarterly (loop):

  • Investor Letter + Performance Report
Upsell Opportunity
(Existing investor shows interest in increasing their investment or new products)

Transition type (manual with automation): Manager flags deal; automated emails can be triggered


Transition criteria:
Investor shows interest in increasing investment:
  • Requested info about new funds
  • Opened email with new opportunities
  • Attended investment webinar
  • Manager identified potential
What it means:
  • Additional portfolio offerings can be proposed.

Trigger: deal stage = Upsell Opportunity

Actions:
  • Sending email: "Exclusive new investment opportunity"
  • Attaching: New Fund Brochure, Comparison Sheet
Delay 3 days
  • If link clicked -> creating task: "Contact for upsell"

Closed Lost

(Lead declines, disengages, or doesn't qualify — deal closed unsuccessfully)

Transition type (manual): Sales Rep or Invester Manager marks deal as lost


Transition criteria:

  • Investor declined
  • Lost interest
  • Does not fit criteria
  • Process stopped

What it means:

  • Deal closed without success.

Trigger: deal stage = Closed Lost


Actions:

  • Sending email: "Thank you for your time — stay connected"
  • Offer subscription to insights.
  • Update property in HubSpot: Lifecycle = Lead Nurturing
  • Enroll into long-term nurture sequence (1 email / month).