Journeys
The architecture on one screen: the path every contact travels, the two ecosystems that sit on top of it, and live counts at each stage.
The spine — every contact travels this, whichever door they came through
01
Visitor
—
Landing page, event page, services page. Not a record yet, and deliberately not counted.
02
Lead
3
A form was submitted. Source, ecosystem and consent are captured at this exact moment or never.
03
CRM
18
One record per email address. Every door — diagnostic, event, referral, booking — resolves here.
04
Segmented
16
Ecosystem plus stated preferences. Nothing about who-gets-what is maintained by hand.
05
Nurture
3
In an automated track with mail scheduled. Opt-outs keep their rows, marked skipped with a reason.
06
Offer
3
Qualified. The nurture has done its job and the next action is a proposal.
07
Client
3
Bought. Stage, engagement name and onboarding status all set by the booking itself.
08
Onboarding
3
Intake, kickoff, delivery. A status on the record, so no step depends on being remembered.
09
Follow-up
2
Past clients and lapsed contacts. The cheapest pipeline in the business, and the easiest to lose.
Mrs. Brand Advisor
Sells advisory work. The diagnostic is the lead magnet, the assessment is the first paid step, and everything downstream is a ladder.
Ways in
- Opportunity Diagnostic →2
- Tell Me About Your Business form2
- Referral5
- Newsletter2
- 1Source recorded, consulting ecosystem tagged, consulting_updates preference set
- 2Diagnostic Follow-Up track starts — three emails over ten days
- 3Stage moves lead → engaged → qualified as she works them
- 4Books a service → stage becomes Client and onboarding takes over
- 5Engagement completes → Past client, re-open prompt appears
Get In the Room™
Sells the room. Events, the Opportunity Directory, sponsorship. It has its own mail and its own language, and it never borrows the consulting list.
Ways in
- Event registration →10
- Sponsorship enquiry3
- Directory / membership interest →3
- 1Community ecosystem tagged, event_invites preference set, interest recorded
- 2Event Follow-Up track starts — confirmation, who to meet, post-event intros
- 3Check-in at the event turns a registration into an attendee
- 4Sponsorship interest raises a flagged internal notification straight away
- 5Directory membership is its own paid product, on the same contact record
Where the two meet
4 contacts are in both ecosystems. They hold one record, one history and two sets of preferences, and they receive mail from both tracks — while a community-only contact receives only event mail. Crossing over is never automatic: it takes a ticked box on the event form, or taking the diagnostic, and both write an explicit line to the timeline saying which one it was.