How to Manage the Lost Client Pipeline

PURPOSE & SCOPE

This SOP covers the full responsibilities of the Offboarding Lead when managing the Lost Client Pipeline in HubSpot. It applies to all fully canceled clients -- not downgrades -- where no retention scenario remains.

The Offboarding Lead is responsible for:

• Monitoring the pipeline from the moment a ticket lands in New through final closure
• Completing their own tasks (HubSpot updates, phone number releases, GMB cleanup)
• Overseeing and confirming that all automated team tasks are completed within the 30-day service window
• Coordinating website transfers when applicable

Important: The lost client process is actively evolving. When in doubt, follow your HubSpot task list. If tasks conflict with this SOP, raise it with the relevant Team Lead before proceeding.

 

KEY TERMS & ROLES

Term / Person	What It Means
Lost (vs. Canceled)	Lost = no retention possible; fully canceled. Canceled = may still be saved or downgraded to hosting only. Once in the lost pipeline, customer type is set to Lost immediately.
Offboarding Lead	You. Oversees the full checklist, completes GMB/HubSpot tasks, and confirms all teams finish their work within 30 days.
Final Service Date	The date the client's services officially end. Most task due dates fall within 30 days of this date.
Webflow Workspace	Our internal Webflow account. Client sites live here until transferred to the client's own account.

 

PIPELINE OVERVIEW

The Lost Client Pipeline in HubSpot has three views:

View	When a Ticket Lives Here
New	Ticket just created. Action required in a timely manner.
In Progress	You have started working through the task list. Move here after your first task is complete.
Closed	All tasks are confirmed complete. Move here the day after paid marketing finishes (see Step 8).

Each lost client generates two associated tickets you need to be aware of:

• Lost Client Pipeline ticket -- your primary workspace; contains your assigned tasks
• Creative Support ticket -- Judith's team ticket; you are typically listed as the owner for visibility only
• Technology Pipeline — Chris and Ignacio’s ticket.

STEP-BY-STEP WORKFLOW

 

Open the Ticket and Confirm It Is a Full Cancellation

When a new ticket appears in the Lost Client Pipeline (New view), open it as soon as possible.

Confirm the following before proceeding:

1. The ticket is a full cancellation -- not a downgrade to hosting-only, mail-only, etc.
2. The final service date is populated. This drives all downstream task due dates.
3. The ticket is visible in the Lost Client Pipeline -- not in another pipeline by mistake.

If dates are missing or the ticket type is unclear, contact the CSM who submitted the billing adjustment before taking any action.

 

Update Customer Type and Lifecycle Stage to 'Lost' in HubSpot

This is almost always the first task in your task list. Complete it the same day the ticket arrives.

How to do it:

1. From the ticket, navigate to the client's Company Profile in HubSpot.
2. Scroll to Lifecycle Stage and change it from Escalation to Lost.
3. Find Customer Type and change it to Lost.
4. Return to the ticket and mark this task complete.

Why this matters: Setting both fields to Lost signals to the entire system that this client is fully gone. No automated retention workflows will trigger and the client will not appear in active reporting.

 

Release Phone Numbers via Twilio

This task may already be done by Tanya or the CSM. Always check before taking action.

How to check and release numbers:

1. Open the Dental Marketing Dashboard and search for the client by name.
2. Go to Integrations > Twilio.
3. If numbers are listed, click the gear icon to open the number management screen.
4. Click Release All Numbers. A confirmation prompt will appear -- confirm to complete the release.
5. If no numbers appear, they have already been removed. Move on.

If the client wants to keep (port) their tracking line:

You do not handle porting directly. The technology pipeline manages this.

• Check the Technology pipeline ticket for this client.
• Ignacio receives a task to port or release the numbers once the CSM files the final billing adjustment.
• If the client changes their mind about porting, contact Ignacio directly before his task is due.
• All tasks in the technology ticket are typically due within 30 days of the final service date, so act quickly if the client requests a change.

Google My Business Cleanup

There are three separate GMB tasks. Do not complete these tasks until after the final service date (or the day after the team has concluded services), unless the client has no ongoing services.

Timing rule: If the client still has active services running, reschedule these tasks for the day after paid search concludes -- not before.

Log In to Google My Business

1. Log in at team@dentalmarketing
2. Navigate to the Business Profile Manager and search for the client.
3. If no account appears, this client may have been ads-only with no GMB access. Skip GMB tasks and note this in the ticket.

Task 4A: Remove the Call Tracking Number

1. Click Edit Profile, then go to Contact.
2. Replace the call tracking number with the practice's real office phone number.
3. Find the correct number in HubSpot or the Dental Marketing Dashboard.
4. Save changes.

Task 4B: Remove the Google Ads Phone Number

1. Click the three dots near the profile (or the profile strength indicator).
2. Select Business Profile Settings > Advanced Settings.
3. Find the Google Ads phone number field. Click the pencil icon and delete the number.
4. Leave the field blank. Do not replace it with anything.

Task 4C: Remove Our Access from GMB

1. Go to People and Access.
2. Locate Dental Marketing Clients (the group listing).
3. Before removing: confirm another person is listed as Primary Owner (the doctor, owner, DSO contact, or their marketing company). If someone is already listed, proceed.
4. Click Remove Group and confirm.

If no other Primary Owner is listed: Do not remove access until you have assigned it to someone else. Go to the client's Company Profile in HubSpot, find the practice email or lead contact email, add them as Primary Owner first, then remove the group. After doing so, send a brief email to the point of contact (doctor, office manager, or DSO contact) letting them know access has been delegated to their email. This is one of the rare cases where you proactively reach out to a lost client. In 98% of cases, a Primary Owner is already listed and no email is necessary.

 

Do not notify the client about the phone number removal or GMB access changes. These are backend tasks. Automated emails already handle necessary client communication about website transfers and other offboarding steps.

 

Monitor the Automated Task Tickets

You do not complete these tasks yourself. Your role is to confirm they get done within the 30-day service window. Below is a summary of what each team is responsible for.

Team	Their Automated Tasks
Technology (Ignacio)	Remove client dashboard access, tag dashboard inactive, port or release call tracking lines, remove client profile from Firebase.
Marketing / Paid Search	Stop Google Ads and Meta Ads, delete GTM container (unless client-owned), remove Google Ads access, remove from Optmyzr, remove Meta access if applicable, ZZZ Google Analytics unless client-owned. (Paid Search is typically the last team to finish.)
Creative Support (Judith/Sofia)	Remove call tracking from site, remove GTM scripts, remove Typeform, remove UseBasin project, transfer Webflow project if Website Files = Yes, remove Google Search Console property from account.

How to monitor:

• From the main ticket, scroll down to see all associated tasks and their due dates.
• Cross-reference due dates against the final service date to make sure they are realistic.
• Check in on the technology and creative tickets directly to see the status if needed.
• If a task is overdue or stalled, follow up with the team member directly.
• After each team finishes, they will leave a note or comment in the ticket. Check these to confirm completion.

Website Transfer Coordination (When Applicable)

This step applies only when Website Files = Yes on the ticket, or when the client needs support getting their site live after transfer.

Which type of site is it?

Site Type	Who Handles It
Webflow	You oversee. Sofia prepares the clean copy. Transfer may be initiated by Sofia or you, depending on the current process.
WordPress / Legacy	Technology handles the transfer of these sites. You have no action here except monitoring as needed.

Webflow Transfer Process:

Before initiating a Webflow transfer, Sofia must have already:

• Created a clean copy of the site with all call tracking numbers removed
• Removed all agency branding from the site
• Named the copy with 'Client' in the file name (e.g., 'K Pearl Dentistry - Client')

To confirm the site is ready, check the Creative Support ticket for Sofia's completion note. She will tag you when it's ready.

Collecting the client's Webflow account email:

The client will receive an automated email explaining that they need to create a Webflow account and provide their account email to receive the transfer. Once they reply with their email address, you have what you need to proceed.

Initiating the transfer in Webflow:

1. Log in to Webflow (confirm your login-- access is limited by seat count).
2. Search for the client by name. You will typically see two to three versions: the active site and the 'Client' copy (and sometimes a 'ZZZ' archived version).
3. Click on the version labeled Client. This is the clean file prepared for transfer.
4. Navigate past Site Plan to the three-dot menu. Click Transfer Site.
5. Enter the client's confirmed Webflow account email address in the transfer window.
6. Confirm the transfer. The client receives an automatic notification to accept.

Once the transfer is initiated, it is on the client to accept it. You have completed your action. Follow up if they have not accepted within a reasonable window.

After Transfer: Domain Release

Once the client accepts the transfer:

• Go to your Webflow Dashboard
• Click on the client’s live project
• Open Project Settings (gear icon)
• Go to the Hosting tab
• Under Custom Domains, find the domain you want to release
• Click the trash icon (Remove) next to the domain
• Confirm with the client that the domain has been fully released
• Domains should be released by 12:00 PM ET on the following business day after transfer acceptance.

Warning: Once the domain is released, the client's website will go offline until they connect the domain and publish on their hosting plan. Set this expectation with the client in advance.

If the Client Needs Help After Transfer:

If the client needs help connecting their domain or publishing their site, schedule and lead the support call. Do not attempt to handle technical relaunch support yourself.

• Purpose of the call: Accept transfer, select hosting, connect the domain, publish, and test forms.
• Book a 1:00 PM ET relaunch support call and add Sofia M to assist in DNS records and other technical questions.

WordPress or Legacy Site:

If the site is WordPress or a legacy platform:

• Technology (Chris and Ignacio) prepares the site files and emails the client a secure download link.
• The remaining steps are coordinated via email between Technology and the client.
• The Offboarding Lead schedules a support call if the client needs setup help.

Domain in Cloudflare:

If the client's domain is managed in Cloudflare, you will:

• Log in to Cloudflare
• Click DNS > Records
• Click Import and Export > Export
• Email the exported DNS records to the client

Monitor All Teams Until Completion

While waiting for all teams to complete their tasks, check in regularly. You do not need to monitor this daily for every ticket. Generally, you should:

• Know the paid search completion date (this is usually the last team to finish).
• Know the final service date for Technology and Creative tasks.
• Check in on stalled tasks before they hit the service window deadline.
• Review comments left by each team on the ticket to confirm they have wrapped up.
• Confirm Ignacio completed his dashboard and call tracking tasks.
• Confirm Sofia completed the site cleanup (and transfer, if applicable).
• Confirm paid search has stopped ads and documented the steps in the ticket.

Scheduling tip: When you receive the ticket, note the paid search due date. Reschedule your 'close ticket' task for the day after that date at 5:00 PM. This keeps your calendar accurate without cluttering your morning.

 

Close the Ticket

Once all teams have completed their tasks and you have confirmed everything is done, move the ticket to Closed.

Before closing, confirm:

• Customer type and lifecycle stage are set to Lost in HubSpot.
• Phone numbers have been released or ported.
• GMB call tracking number removed, Google Ads phone removed, our access removed.
• Technology tasks complete (Ignacio confirmed).
• Marketing/Paid Search tasks complete -- ads stopped, GTM and Analytics cleaned up.
• Creative Support tasks complete -- scripts removed, site cleaned, transfer completed if applicable.
• Website transfer accepted by client (if applicable).

To close:

1. Open the ticket in HubSpot.
2. Move it from In Progress to Closed.

QUICK-REFERENCE CHECKLIST

Use this checklist for every lost client ticket.

Task	Notes
Ticket received -- confirm full cancellation	Check final service date is populated
Update Lifecycle Stage to Lost in HubSpot	On the Company Profile
Update Customer Type to Lost in HubSpot	On the Company Profile
Mark update task complete	In the HubSpot ticket
Release phone numbers via Twilio	Or confirm already removed; check if port is requested
Coordinate with Ignacio if client wants to port numbers	Before his 30-day task deadline
GMB: Replace call tracking number with real office number	After final service date
GMB: Remove Google Ads phone number (leave blank)	After final service date
GMB: Remove our access group from GMB	Confirm a primary owner exists first
Email client if we were sole GMB owner	Delegate access, then notify
Monitor Technology ticket (Ignacio)	Dashboard, Firebase, call lines
Monitor Creative Support ticket (Sofia/Judith)	Scripts, Typeform, UseBasin, site prep
Monitor Paid Search ticket	Last team to finish -- drives closure date
Webflow transfer: Collect client email, initiate transfer	If Website Files = Yes
Webflow transfer: Domain release at 12:00 PM ET next business day	After client accepts transfer
Support call scheduled if client needs help	Add Sofia for assistance
WordPress site: Technology emails download link	Monitor technology ticket
Cloudflare domain: DNS records exported and emailed	Technology handles
All team tasks confirmed complete	Review comments in each ticket
Ticket moved to Closed	Day after paid search completion, 5:00 PM

 

WHO TO CONTACT

 

Situation	Who to Contact
Ticket details unclear, final date missing, type uncertain	CSM who submitted the billing adjustment
Call tracking line porting or dashboard questions	Ignacio (Technology)
Website cleanup, Webflow file prep, technical site questions	Sofia (Creative)
Creative Support ticket questions or delays	Judith (Creative Lead)
DNS records, domain issues, WordPress transfers	Sofia first; Chris / Ignacio for complex issues
Process changes or pipeline structure questions	Bill, Chris, or John
General questions about this SOP or lost client process	John or the Offboarding Lead who trained you

 

This SOP is a living document. As the process evolves, updates will be issued. Always follow your HubSpot task list as the source of truth for daily work.