WG-21 Marketing Suite · GTM Reference · T-69
Lead Qualification Rubric
Interactive routing guide — Support HQ SMP & EMP · All 6 canonical personas · Fin AI qualification flow
Support HQ does not employ salespeople — it employs sales infrastructure. Every prospect who arrives is routed automatically by entry signal, confirmed by Fin AI, and placed into a defined waypoint journey. This rubric tells you exactly which journey, which plan, and which action applies.
| Step | What to do | Where to find it |
|---|---|---|
| 1 — Identify entry signal | What channel did the lead arrive through? (Organic search, LinkedIn, DX pathway, partner referral, direct) | Entry Routing tab |
| 2 — Identify the persona | What type of business do they operate? Site type, team size, goals. | Personas tab |
| 3 — Check Fin AI output | What did Fin AI return? Self-serve or consultation flag? | Fin AI Flow tab |
| 4 — Find their journey | Match persona + entry signal → correct waypoint journey | Journey Maps tab |
| 5 — Know the conversion target | What's the expected rate at each step? | Conversion Targets tab |
Content and business websites. 10 plans across 3 service levels (Starter / Business / Growth) and 4 tiers (Essential / Professional / Complete + Lite entry). TTD pricing from $300–$9,000/mo.
Personas: Sam (Solo Trader) · Grace (Growth Director) · Edwin (Enterprise Lead) · Garvin (Government — direct outreach only)
WooCommerce, Shopify, and custom/headless commerce stores. 9 plans across 3 tiers (Essential / Growth / Enterprise) and 3 service levels. TTD pricing from $650–$11,000/mo.
Personas: Maya (Merchant Maya — EMP entry) · Growth Commerce Operator (EMP Growth/Enterprise)
| Plan | Price/mo (Hosted) | GTM Role | Stream |
|---|---|---|---|
| SMP Lite | $300 | Entry — sole traders, micro-businesses. Lowest barrier. | SMP |
| SMP Essential Starter | $400 | Sweet Spot (small) — solo operators, active websites needing management. | SMP |
| SMP Essential Business | $700 | Sweet Spot (core) — primary GTM target. Growing Caribbean businesses. | SMP |
| SMP Professional Starter | $1,500 | Bridge Plan — first Premium Cloud tier. Consultation-eligible self-serve. | SMP |
| EMP Essential Starter | $650 | EMP Entry — online stores needing professional management. | EMP |
| EMP Essential Business | $1,000 | EMP Sweet Spot — growing WooCommerce/Shopify stores. | EMP |
SMP Lite through Professional Starter and EMP Essential Starter + Business are self-serve via Stripe checkout. All other plans require a consultation. Fin AI determines the routing.
Garvin (Government Garvin — Persona D) is intentionally absent from the SMP/EMP journey maps. Government procurement operates through direct outreach and formal tender processes, not the subscription funnel. Any government-sector lead should be escalated directly to Gem or Stephan — do not route through standard landing pages or Fin AI.
Segmentation happens at entry (UTM / HubSpot tag) and is confirmed in-journey by Fin AI. Every prospect is placed into a defined journey — no unrouted traffic should exist after the system is live.
Fin AI engages all prospects who do not self-serve within 15–30 seconds on the landing page. Its role is to confirm persona match, identify the right plan tier, and route accordingly — either to self-serve checkout or to a consultation booking. All conversations that capture an email create/update a HubSpot contact record.
| Fin AI Output | Routing Action |
|---|---|
| Self-serve match (Lite–Professional Starter, EMP Essential) | Routes to Stripe checkout. Direct link to plan comparison with recommended plan highlighted. |
| Consultation required (Professional Business+, EMP Growth+) | Routes to HubSpot meeting booking link (30-min SMP / 45-min EMP discovery call). |
| EMP signal detected (store mentioned) | Re-routes to EMP landing page version if arriving via SMP UTM. |
| Government / Garvin signal | Escalate to Gem / Stephan. Do not route to standard funnel. |
| DX pathway client | Confirm existing HubSpot relationship. Route to shortened Edwin journey. |
| Email captured | HubSpot contact created/updated. Lifecycle stage: Lead. Source tagged. |
Fin AI (Intercom) is the first-touch for all inbound enquiries on landing pages. It is not a chatbot — it is a qualification engine. Every conversation is structured, outcome-specific, and logged to HubSpot. Scripts must be configured in Intercom before go-live.
| Outcome | HubSpot Action | n8n Trigger |
|---|---|---|
| Self-serve route confirmed | Contact created. Lifecycle: Lead. Source tagged. Plan interest noted. | Stripe webhook on checkout completion → n8n provisions PCC + Airtable record |
| Consultation booked | Deal created in HubSpot pipeline. Meeting booked via HubSpot link. Stage: Discovery. | Booking confirmation email via Klaviyo. Reminder sequence activated. |
| Non-convert (W7) | Contact moves to nurture stage. Klaviyo W7 sequence triggered (5-email). | n8n checks non-convert status after 48 hrs → triggers Klaviyo W7 tag |
| Government signal | Contact tagged: GOVERNMENT. Assigned to Gem / Stephan in HubSpot. | Slack notification to Gem / Stephan (via n8n) |
Sam does not know he needs a managed service. He knows his website causes him occasional anxiety. The journey is designed to surface that pain, present the solution clearly, and get him to checkout without friction.
Grace discovers Webgold through thought leadership. She is already problem-aware. The journey is designed to establish authority, surface strategic fit, and book a discovery call quickly.
Edwin arrives through the DX pathway. Trust is pre-established. This is Webgold's highest-value, highest-conversion client acquisition channel. The DX-to-Support pathway is the strategic priority.
Maya's online store generates revenue but is managed inconsistently. Her language is about checkout reliability, product updates, and store uptime — not generic "website management."
High-volume, complex stores requiring strategic ecommerce management. Typically referred from existing EMP clients or direct relationship. Consultation always required.
Webgold's existing project clients are the highest-conversion target in the entire Support HQ GTM. They already trust Webgold. This is warm outbound — not SEO, not paid media.
| Journey | W1 → W2 | W2 → W4 | W4 → W5 | Proposal → Convert |
|---|---|---|---|---|
| SMP J1 — Sam (Self-Serve) | Direct page arrival | 40% reach W3, 10% convert | 85% checkout completion | N/A (self-serve) |
| SMP J2 — Grace (Consultation) | 35% land from content | 8% book discovery call | N/A | 55% proposal conversion |
| SMP J3 — Edwin (DX Pathway) | Internal handoff | 95% take the conversation | N/A | 75% conversion |
| EMP J1 — Maya (Self-Serve) | Direct page arrival | 35% reach W3, 9% convert | 88% checkout completion | N/A (self-serve) |
| EMP J2 — Growth Operator | 30% from direct traffic | 6% book discovery call | N/A | 60% proposal conversion |
| Migration Stream | Direct outreach | 60% open, 40% respond | N/A | 70% of responders migrate |
| Period | MRR Target (TTD) | Required Client Mix |
|---|---|---|
| Month 1 — Apr 2026 | Baseline (internal target TBD) | 5 SMP (mix of Essential), 2 EMP Essential, 2 migrated existing clients |
| Month 3 — Jun 2026 | Growing month-on-month. Organic search beginning to contribute. | 15 SMP active, 5 EMP active, 8 migrated clients, 2 referral-sourced |
| Month 6 — Sep 2026 | Significant MRR. Tier 2 (Professional) upsells beginning. | 30+ SMP active, 10+ EMP active, 5+ Professional tier, growing Complete pipeline |
| Month 12 — Mar 2027 | Support HQ as primary recurring revenue base. | MRR target set once pricing confirmed |
This tab is formatted for print. Use Ctrl+P / Cmd+P or your browser's print function. All accordions and persona cards will expand in print view.
| Section 1 — Lead Identification | |
|---|---|
| Lead name / company | ___________________________________ |
| Date | ___________________________________ |
| Entry channel | ☐ Organic search ☐ LinkedIn ☐ Newsletter ☐ DX pathway ☐ Partner referral ☐ Direct ☐ Other: ___ |
| UTM source (if known) | ___________________________________ |
| Section 2 — Persona Qualification | |
|---|---|
| Site type | ☐ Business / content site (→ SMP) ☐ Ecommerce / online store (→ EMP) ☐ Unknown (ask) |
| Team size | ☐ Solo / micro (<3) ☐ Small team (3–15) ☐ Organisation (15+) |
| Current management | ☐ Self-managed ☐ Occasional dev ☐ Internal team ☐ Agency |
| Persona match | ☐ Sam ☐ Grace ☐ Edwin ☐ Garvin (escalate) ☐ Maya ☐ Growth Operator |
| Government sector? | ☐ Yes → STOP. Escalate to Gem / Stephan immediately. ☐ No → continue |
| Section 3 — Plan Routing | |
|---|---|
| Stream | ☐ SMP ☐ EMP |
| Self-serve eligible? | ☐ Yes (Lite–Professional Starter / EMP Essential) → route to Stripe ☐ No → consultation required |
| Recommended plan | ___________________________________ |
| Journey assigned | ☐ SMP J1 ☐ SMP J2 ☐ SMP J3 ☐ EMP J1 ☐ EMP J2 ☐ Migration |
| HubSpot action | ☐ Contact created ☐ Deal created ☐ Tag applied: _______________ ☐ Discovery call booked |
| Section 4 — Fin AI Output | |
|---|---|
| Fin AI route returned | ☐ Self-serve (Stripe) ☐ Consultation booking ☐ EMP re-route ☐ Escalate (government) ☐ Not engaged |
| Email captured by Fin AI? | ☐ Yes → HubSpot contact confirmed ☐ No → manual follow-up required |
| W7 nurture triggered? | ☐ Yes (non-converter) ☐ No (converted) |
| Section 5 — Notes | |
|---|---|
| Key qualifying detail | ___________________________________ ___________________________________ |
| Next action | ___________________________________ |
| Owner | ___________________________________ |