audyence customer experience · internal enablement
THE A.C.E. JOURNEY.
Every stage of the journey, mapped one-to-one against the HubSpot Acquisition Pipeline. Card color-coding shows the owning team; gray tags name the matching HubSpot stage.
v1.0 · August 2026
Business development
Marketing
Sales
Finance & Ops
CX
Customer
I · Source & qualify
01First touch — lead sources
Cold outreach
Sales
Customer referral
Sales
Live events
Marketing
Digital events
Marketing
Inbound web leads
Marketing
Business development
Business dev.
02Prospecting & lead queue
Outbound qualification before an AE is engaged.
Sales
Business dev.
HubSpot · Prospecting
Qualifying the inbound web / content demo-request queue.
Marketing
HubSpot · Inbound Demo Request (Un-Scheduled)
03Initial call scheduled
Sales
The combined intro / demo / discovery call is booked on the calendar.
HubSpot · Discovery Scheduled
II · Propose & close
04Intro + demo + discovery
Sales
One 45-minute call, condensed on purpose to shorten the cycle. Advances through two HubSpot stages as the call and its outcome are logged.
HubSpot · Discovery Completed → Demo Completed
05Proposal call
Sales
Always live on a call. Present good / better / best from the “External” tab of the Preferred Deals Calculator. Always attempt to close.
HubSpot · Sent Proposal (Business Case Made)
Verbal commit
Committed on the proposal call itself.
HubSpot · Verbal Commit (Budget Confirmed)
Needs to consider
Schedule a closing call within 7 days.
HubSpot · Sent Proposal → Verbal Commit
Below budget minimum
Budget can't meet the minimum — disqualify rather than discount.
HubSpot · Closed Lost
Not the decision maker
Ask for an intro and go back to step 04.
HubSpot · Sent Proposal
the first two paths advance to verbal commit
Can exit to Closed Lost from Sent Proposal, Verbal Commit, or Contract In-Review
III · Contract
06Terms of service sent
Sales
Sent regardless of which path above was taken.
Budget not yet committed
Order form populated with “Best” — revisable to Good or Better.
Budget committed
Order form populated with the option committed to.
HubSpot · Contract In-Review
07Pre-onboarding
Sales
Objective: the customer completes the Onboarding Plan. Triggered to them via Hubspot automatically through arrow.to (TBD).
08Execute the paperwork
Finance & Ops
SecOps / FinOpsWhere required.
Legal redlinesNegotiated to final.
SignatureFully executed.
Contracts adminUpload all contracting docs to HubSpot.
HubSpot · Closed Won / Contracted
The budget gate.
SecOps/FinOps, legal redlines, and contract signature cannot start until Budget committed is a completed step — negotiation flexibility can’t be judged without a confirmed budget.
IV · Onboard
09Onboarding call scheduled
Sales
Date set at verbal commit, so the legal process can conclude and campaign timing is met.
10Build first campaign
CX
CX builds the first campaign from the pre-onboarding document and records a Loom of the creation. Timed so proposals are received before the onboarding call.
11Onboarding completed
CX
- Re-align on expected value; explain it is measured via Audyence Value Reporting (AVR) through the pilot and beyond
- Align on a campaigns calendar
- Train the team to self-serve the platform
- Add all team members and partners; confirm integrations; build their first campaign
- The first campaign budget is fully allocated
HubSpot · Closed Won / Scheduled
V · Activate & expand
12Value exchanges
CX
Every other week
- Share the Audyence Value Reporting (AVR)
- Review the in-platform reporting
- Make strategic campaign recommendations
- Share new features shipped or launching since the last exchange
- Gather customer feedback on product, support, or their experience
- Within 45 days of their latest campaign end date: ideate on next-campaign strategy
13Begin multi-threading
CX
Send the AVR reporting to additional contacts inside the account — including other business units.
VI · Renewal
14Prepare annual review
CX
- Full-term AVR: leads delivered, spend, and CPL trend by campaign
- Value delivered against the goals set at onboarding
- Publisher and audience performance — what to repeat, what to drop
- Features shipped this term, plus what is next on the roadmap
- Recommended 12-month plan and spend level for the next term
15Renewal
Sales
Restart at step 05 — the proposal call — with “Good” set to their trailing 12-month spend level.
30–50%
of all churn
Industry research puts 30–50% of total customer churn inside the first 90 days — and structured onboarding lifts first-year retention by 25%. The value exchange cadence is the retention program.
Sources: AMW customer onboarding benchmarks, 2026 · GTM 80/20 SaaS churn benchmarks, 2026
Parallel · from day one
First 90 days — cancel window
CX
Cancellation without cause is allowed. No room for a bad first impression.
Days 1, 30 and 60 — advocacy
CX
Check in for a video testimonial, case study, or quote at each milestone.
Day 90 — 15 non-Sales/CX touches
Marketing
At least 1 live/digital event, 1 exec alignment, 1 offer — deliberately outside Sales and CX.
90 days pre-expiration
CX
Renewal conversation — 12-month terms, no auto-renewal in most cases.
Confidential // Do Not Share
Audyence Customer Experience · HubSpot Acquisition Pipeline