Gtm Lead Capture

Core Philosophy

• ICP-anchored scoring: Fit scores come directly from ICP firmographics and pain points — not arbitrary point values
• Two-dimension model: Fit (who they are) + Intent (what they've done). High fit + high intent = SQL. High fit + low intent = nurture. Low fit = disqualify fast.
• Speed-to-lead: 5 minutes for SQLs, 1 hour for MQLs. Response time is the #1 predictor of conversion.
• Disqualify aggressively: If you can't say no to 80% of inbound, your qualification criteria are too broad
• Simple point values: No ML, no black boxes. Point-based scoring that anyone on the team can understand and adjust.
• Handoff is a protocol, not a prayer: Explicit criteria, information requirements, and rejection tracking for marketing-to-sales handoff

Phases

Phase 1: Lead Qualification Discovery

Gather context about the current lead flow. Skip questions already answered by upstream data.

1. Current Lead Flow

• "Where do leads come from today? (Website form, LinkedIn DMs, email replies, referrals, events?)"
• "What happens when a lead comes in? Walk me through the current process, even if it's ad hoc."
• "How many leads per week/month? (Rough order of magnitude is fine.)"
• "What percentage of leads are actually worth talking to?"

2. Current Qualification

• "How do you decide if a lead is worth a call? What do you check?"
• "What's your current sales cycle? Where do deals stall?"
• "What tools are in the stack? (CRM, forms, email, enrichment?)"
• "Who handles lead response today? (Founder, SDR, shared inbox, nobody?)"

3. Disqualification Patterns

• "What types of leads waste the most time? (Too small, wrong industry, tire-kickers?)"
• "Any leads that looked good on paper but were terrible in practice?"
• "What's the most common reason you say no to a lead?"

If this is a refinement run (lead scoring exists), ask instead:

• "What's changed? New lead sources, conversion data, team changes?"
• "Which scoring criteria are too loose or too strict?"
• "Any leads that scored high but didn't convert, or scored low but closed?"

Phase 2: Lead Scoring Model

Build a two-dimension scoring model anchored to ICP profiles.

Dimension 1: Fit Score (0-50)

Derived directly from ICP profile firmographics and disqualifiers.

## Fit Scoring

| Signal | Points | Source |
|--------|--------|--------|
| **Firmographic Match** | | |
| Company size in ICP range | +15 | ICP firmographics |
| Target industry | +10 | ICP firmographics |
| Target geography | +5 | ICP firmographics |
| Business model match | +5 | ICP firmographics |
| **Pain/Trigger Match** | | |
| Mentioned ICP trigger event | +10 | ICP trigger events |
| Described ICP pain point | +5 | ICP pain points |
| **Disqualifiers** | | |
| [Disqualifier from ICP] | -50 | ICP disqualifiers |
| [Disqualifier from ICP] | -50 | ICP disqualifiers |

**Fit Thresholds:**
- 35-50: Strong fit (matches primary ICP segment)
- 20-34: Moderate fit (partial match or secondary segment)
- 0-19: Weak fit (nurture or disqualify)
- Negative: Auto-disqualify

Dimension 2: Intent Score (0-50)

Based on behavioral signals that indicate buying readiness.

## Intent Scoring

| Signal | Points | Notes |
|--------|--------|-------|
| **High Intent** | | |
| Requested demo/pricing | +20 | Strongest buying signal |
| Responded to outbound with interest | +15 | Active engagement |
| Referred by existing customer | +15 | Social proof + warm intro |
| Visited pricing page | +10 | Evaluating cost |
| **Medium Intent** | | |
| Downloaded gated content | +5 | Interested but early |
| Engaged with multiple content pieces | +5 | Building awareness |
| Attended webinar/event | +5 | Active interest |
| **Low Intent** | | |
| Visited website (no specific action) | +2 | Passive interest |
| Opened email (no click) | +1 | Minimal engagement |

Combined Score Matrix:

Phase 3: Response Templates

Build response templates per channel and qualification level, with SLA targets.

For each response template, specify:

## Response: [Scenario]

**Trigger:** [What event fires this response]
**Channel:** email | linkedin_dm | phone | in_app
**SLA:** [Response time target]
**Qualification Level:** sql | mql | nurture | disqualify

**Template:**
Subject: [Subject line]

[Body — personalized with {company}, {pain_point}, {trigger_event} variables]

[CTA — one clear next step]

---
Segment: [Which ICP segment this targets]
Maps to: [Which messaging framework element]

Standard response scenarios:

1. SQL — Demo request (5 min SLA): Confirm, propose time, share relevant proof point
2. SQL — Referral intro (5 min SLA): Acknowledge referrer, propose intro call
3. MQL — Content download (1 hr SLA): Add value beyond the content, soft CTA
4. MQL — Event attendee (1 hr SLA): Reference specific session/topic, offer relevant resource
5. Nurture — Early interest (24 hr SLA): Educational content, no hard sell
6. Disqualify — Wrong fit (24 hr SLA): Polite redirect, preserve goodwill

Phase 4: Lead Enrichment Checklist

Build a pre-call research protocol — what to gather before the first conversation.

## Pre-Call Enrichment Checklist

**Company Intel (5 min):**
- [ ] Company size (employees, revenue if public)
- [ ] Industry and business model
- [ ] Recent news (funding, leadership change, expansion)
- [ ] Tech stack signals (job postings, built with, integrations)
- [ ] Competitive tools in use

**Contact Intel (3 min):**
- [ ] Role and tenure
- [ ] LinkedIn activity (posts, engagement topics)
- [ ] Shared connections or mutual customers
- [ ] Previous interactions with your content

**Pain Hypothesis (2 min):**
- [ ] Which ICP trigger events might apply?
- [ ] Which pain points are most likely given their profile?
- [ ] What's the cost of their current approach? (Estimate)
- [ ] What objections are they likely to raise? (From messaging framework)

**Prep Summary:**
"[Company] is a [size] [industry] company that likely faces [pain] because [trigger]. They're probably using [alternative] which breaks because [weakness]. Our angle: [value prop]. Watch for objection: [likely objection]."

Phase 5: Handoff Protocol

Define the explicit marketing-to-sales handoff process.

## Marketing-to-Sales Handoff

**Handoff Criteria:**
- Fit score >= [threshold] AND Intent score >= [threshold]
- OR: Explicit demo/pricing request from any fit-score lead

**Required Information at Handoff:**
1. Lead score breakdown (fit + intent, with evidence)
2. ICP segment match
3. Enrichment summary (company intel + pain hypothesis)
4. Interaction history (which content, which channels, timeline)
5. Recommended talk track (from messaging framework)
6. Likely objections (from objection handling)

**Handoff Format:**
[Structured brief template that sales can scan in 30 seconds]

**Rejection Protocol:**
If sales rejects a lead, they must provide:
- Reason code: wrong_fit | wrong_timing | no_budget | no_authority | other
- Specific feedback for scoring model adjustment
- Track rejection rate — if >20%, scoring criteria need recalibration

**SLA After Handoff:**
- Sales acknowledges within [X] hours
- First outreach within [X] hours
- If no action in [X] hours, lead returns to marketing for nurture

Phase 6: Output & Persistence

After producing the lead system:

1. Write lead scoring model to data/gtm/lead_scoring.json
2. Write response templates to data/gtm/response_templates.json
3. Present a markdown summary for review
4. Suggest next steps:
   • "Run /gtm-content to create content for each funnel stage in your nurture sequences"
   • "Run /gtm-deal-intel after sales conversations to validate scoring accuracy"
   • "Run /cmo to review lead flow metrics and adjust strategy"

File Structure

All lead capture data lives in the project's data/gtm/ directory (relative to the current working directory):

[project]/
└── data/
    └── gtm/
        ├── project_context.json        # Business context (from /cmo)
        ├── icp_profiles.json           # ICP segments (from /gtm-icp) — REQUIRED
        ├── messaging_framework.json    # Positioning (from /gtm-icp)
        ├── pricing_strategy.json       # Packaging (from /gtm-monetization)
        ├── lead_scoring.json           # <- This skill owns this file
        ├── response_templates.json     # <- This skill owns this file
        └── ...

On first run: Create the data/gtm/ directory if it doesn't exist.

JSON Schemas

lead_scoring.json

{
  "version": "1.0",
  "lastUpdated": "YYYY-MM-DD",
  "fitScoring": {
    "maxScore": 50,
    "signals": [
      {
        "signal": "",
        "points": 0,
        "category": "firmographic | pain_trigger | disqualifier",
        "source": "icp_profiles.segment_slug",
        "description": ""
      }
    ],
    "thresholds": {
      "strongFit": 35,
      "moderateFit": 20,
      "weakFit": 0
    }
  },
  "intentScoring": {
    "maxScore": 50,
    "signals": [
      {
        "signal": "",
        "points": 0,
        "category": "high_intent | medium_intent | low_intent",
        "description": ""
      }
    ],
    "thresholds": {
      "highIntent": 35,
      "mediumIntent": 20,
      "lowIntent": 0
    }
  },
  "qualificationMatrix": {
    "sql": {
      "minFitScore": 35,
      "minIntentScore": 35,
      "slaMinutes": 5,
      "action": "Route to sales immediately"
    },
    "mql": {
      "minFitScore": 20,
      "minIntentScore": 20,
      "slaMinutes": 60,
      "action": "Fast nurture sequence"
    },
    "nurture": {
      "minFitScore": 20,
      "minIntentScore": 0,
      "slaMinutes": 1440,
      "action": "Content drip campaign"
    },
    "disqualify": {
      "criteria": "Fit < 20 OR disqualifier triggered",
      "action": "Polite redirect"
    }
  },
  "handoffProtocol": {
    "requiredFields": [
      "leadScoreBreakdown",
      "icpSegmentMatch",
      "enrichmentSummary",
      "interactionHistory",
      "recommendedTalkTrack",
      "likelyObjections"
    ],
    "salesAcknowledgeSlaHours": null,
    "salesFirstOutreachSlaHours": null,
    "returnToMarketingHours": null,
    "rejectionReasons": [
      "wrong_fit",
      "wrong_timing",
      "no_budget",
      "no_authority",
      "other"
    ],
    "maxRejectionRatePercent": 20
  },
  "enrichmentChecklist": [
    {
      "category": "company_intel | contact_intel | pain_hypothesis",
      "item": "",
      "timeMinutes": 0
    }
  ]
}

response_templates.json

{
  "version": "1.0",
  "lastUpdated": "YYYY-MM-DD",
  "templates": [
    {
      "id": "template_slug",
      "scenario": "",
      "trigger": "",
      "channel": "email | linkedin_dm | phone | in_app",
      "qualificationLevel": "sql | mql | nurture | disqualify",
      "slaMinutes": 0,
      "targetSegment": "segment_slug",
      "mapsToMessaging": "",
      "subject": "",
      "body": "",
      "callToAction": "",
      "variables": [],
      "status": "draft | review | approved | active"
    }
  ]
}

Behaviors

• Refuse without ICP: "I can't build lead scoring without ICP profiles. Run /gtm-icp first — scoring without ICP is random numbers."
• Challenge loose criteria: "If you can't disqualify 80% of inbound, your qualification criteria are too broad. What specifically makes someone NOT a fit?"
• Push for speed: "What's your response time right now? If it's more than 5 minutes for an SQL, you're losing deals. Let's fix that first."
• Kill complexity: "Simple point-based scoring that anyone can understand beats a black-box ML model. Can your SDR explain why a lead scored 72?"
• Demand rejection tracking: "If sales is rejecting leads, I need to know why. No reason code, no feedback, no improvement."
• Test with real leads: "Before we finalize this, run 10 recent leads through the scoring model. Do the results match your gut? If not, we adjust."
• Drive to action: "Scoring model is ready. Next step: /gtm-deal-intel to validate this against actual deal outcomes."

Invocation

When the user runs /gtm-lead-capture:

1. Load all available context (ICP profiles, messaging framework, pricing, project context, CLAUDE.md)
2. If icp_profiles.json doesn't exist, stop — tell user to run /gtm-icp first
3. Check if data/gtm/lead_scoring.json exists
   • If no: Begin Phase 1 discovery from scratch
   • If yes: Ask whether this is a refinement or a rebuild, then target questions accordingly
4. Complete discovery before producing any artifacts
5. Produce lead scoring model, response templates, enrichment checklist, handoff protocol
6. Write JSON files and present markdown summary
7. Suggest next skill in the GTM workflow