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FUNNEL.md

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Funnel — the full-funnel revenue system

Status: designed 2026-06-01. Source: brands/temerarii-media/content/_context/funnel.yaml → rendered at office /funnel. Spine helper: engine/lib/utm.py.

The reframe

The calendar is a world-class Reach (top-of-funnel) machine. A++++ = mid and bottom funnel at the same parity — same system, instrumentation, and proof. This doc + funnel.yaml + the office Funnel page give the seeded hooks a destination, an offer, and a measurement spine.

Four lanes

  1. Reach (top) — LIVE. The calendar: 2-lane content machine, 9 channels, always-on Insights, recurring threads.
  2. Capture (mid) — BUILD. Gate the Lab tools → email; replace "reply X" broadcast with triggered, segmented nurtures (compliance→SIE, attribution→performance, neutral-builder→partner); lead scoring; a monthly evergreen webinar.
  3. Convert (bottom) — BUILD. The offer ladder (free → tripwire sprint → core engagement → SIE subscription); SIE PLG uncapped for the compliance segment; sales kit (pricing/how-we-work, 90-day plan, ROI calc, proof page); booking → CRM → follow-up; referral/affiliate loop.
  4. Spine — BUILD. UTM + pixel + touch→pipeline attribution; CRM + lead scoring; the monthly kill/scale loop.

What's wired in-repo vs needs an account

  • Wired: funnel.yaml (the system), the /funnel office page, the UTM convention + engine/lib/utm.py, the offer ladder + nurture arcs + scoring spec.
  • Needs an account to activate (honest):
  • CRM / lead store — Airtable (already in stack) or HubSpot free → scoring, routing, pipeline.
  • Email automation — Resend has broadcast today; add triggered flows for the nurtures.
  • Booking — Cal.com → feeds the CRM.
  • Analytics pixel — Cloudflare Web Analytics (already on Cloudflare) → the spine + kill/scale loop.
  • Lead-magnet gating — a form on the Lab + Resend delivery → capture.

UTM convention (the attribution backbone)

utm_source=<channel> · utm_medium=<lane: reach|capture|convert> · utm_campaign=W<NN>-<campaign> · utm_content=<cell-id>. Every published link goes through engine/lib/utm.py:tag() so touch → pipeline is traceable.

Sequence to A++++

  1. Build the spine (pixel + CRM + capture forms) — nothing mid/bottom works without it.
  2. Activate the seeded hooks (gate tools, automate "reply X" → segmented nurtures, stand up the offer ladder + SIE PLG).
  3. Run it + accumulate receipts — the kill/scale loop + real client receipts move proof-depth from B to A.