Customer Lifecycle
This page provides a high-level view of the complete customer lifecycle within MIDDAG Account, from first contact through offboarding. Each stage links to a detailed page that explains the process in depth.
The lifecycle at a glance
Stage 1: Lead capture
A potential customer enters the pipeline through HubSpot CRM. The sales team creates a contact and company, tracks the deal, and prepares a quote. At this point, no data exists in MIDDAG Account yet -- everything lives in HubSpot.
Stage 2: Organization onboarding
When the deal progresses, an Organization is created in MIDDAG Account. This is the tenant boundary -- all customer data is scoped to the Organization. Business data is verified, billing entity is configured (BR or US), and the first collaborator (the owner) is added. External IDs for Stripe and HubSpot are linked.
Stage 3: First purchase
The sales team sends a quote (from HubSpot or created manually in the admin panel). The customer views and accepts it in the portal, then pays via Stripe (card), Banco Inter (Pix/Boleto), or another configured gateway. Payment confirmation triggers the automatic pipeline: the quote transitions to paid, a WooCommerce order is created, and an entitlement is provisioned.
See: Purchase and Renewal Flow
Stage 4: Entitlement active
The entitlement is the backbone of the customer relationship. Depending on its class, the system provisions downstream resources automatically: a software license (PLG), a managed environment (ENV), a service contract with credit balance (SVC), or another resource type. The customer can see everything in the portal under "My Products."
See: Entitlement Activation, License Assignment, Service Provisioning
Stage 5: Renewal and expansion
As entitlements approach their end date, the system sends configurable reminders and attempts auto-renewal if enabled. Customers can expand by purchasing additional products (creating new entitlements) or upgrading existing ones. Each expansion follows the same quote-to-entitlement pipeline.
See: Purchase and Renewal Flow, Contract Lifecycle
Stage 6: Suspension and recovery
When payments fail, the system suspends the entitlement. Downstream resources are paused but not destroyed. A configurable grace period allows time for payment recovery. The system retries automatically and notifies the customer at each step.
Stage 7: Offboarding
If recovery fails or the customer voluntarily cancels, the entitlement transitions to cancelled. Data is retained according to the configured cancellation policy (default: 365 days), and the customer is offered a data export. Cancelled entitlements can be reactivated for win-back scenarios.
Cross-cutting concerns
Several processes operate across all stages:
- Collaborator management -- Team access is managed throughout the lifecycle. See: Collaborator Management
- Billing and finance -- Invoices, tax invoices, and payment reconciliation. See: Billing and Finance
- Multi-entity operations -- Dual-entity (BR/US) routing affects every financial transaction. See: Multi-Entity Operations
Related concepts
For definitions of Organizations, Entitlements, Policies, and other core concepts, see the Core Concepts section.