Crm Identity

CRM Identity

Single source of truth for pipeline definitions, lead scoring, and engagement rules. Every skill in the crm plugin loads this first. This skill complements commons:marketing-identity (distribution and lead-gen) with the mid-funnel pipeline management layer.

Upstream Sources of Truth (read before any CRM work)

Load these once per session in order:

1. commons:marketing-identity — ICP, template hook, hypothesis format
2. commons:identity — brand positioning, voice, banned words
3. commons:brand-voice — tone and style for all written communication
4. /var/www/html/systemprompt-web/reports/crm/crm-strategy-master.md — current CRM strategy state (read-only here)
5. /var/www/html/systemprompt-web/reports/marketing/marketing-strategy-master.md — marketing funnel context (read-only)

If any file is missing, stop and tell Ed.

The Lead Definition (inherited from marketing)

A lead = someone who clones systempromptio/systemprompt-template, runs it, and gives feedback (any channel: GitHub issue labelled feedback, email to hello@systemprompt.io, DM reply, form submission).

Activation requires all three: clone + run + feedback. Clones alone are not leads — they are prospects. Feedback without a run is not a lead.

Pipeline Stages

Stage progression rules:

• Stages are sequential — never skip a stage (except prospect → contacted can happen same day)
• Lost leads can be re-activated to contacted if they re-engage
• Every stage change must create an interaction record in data/interactions.jsonl
• Every stage change must update stage_changed_at in data/leads.json

Lead Scoring Rubric

Scores are additive. A lead's total score = sum of all matching signals.

Score thresholds:

• 0-15: Low priority (passive prospect)
• 16-40: Medium priority (active prospect, worth outreach)
• 41-70: High priority (engaged lead, prioritise follow-up)
• 71+: Hot lead (high fit + high engagement, daily attention)

Lead Source Categories

Email Rules

1. Max frequency: 1 email per lead per 3 days (unless they reply — then respond immediately)
2. Follow-up limit: Max 1 follow-up after initial outreach. If no reply, move to nurture sequence.
3. Nurture frequency: Max 1 email per 2 weeks per lead
4. Tone: Technical peer, not salesperson. Reference their specific use case. Use commons:brand-voice.
5. Mandatory CTA: Every email must have exactly one clear next step
6. Forbidden patterns:
   • Never say "just checking in" or "bumping this"
   • Never use "demo" — say "walkthrough" or "quick call"
   • Never mention pricing in outreach (only in negotiating stage)
   • Never send the same template to the same lead twice
   • Never CC multiple leads in one email
7. Template location: /var/www/html/systemprompt-web/reports/crm/templates/
8. Logging: Every email (sent or drafted) must be logged to data/email-log.jsonl AND create an interaction in data/interactions.jsonl

Hypothesis Format (mandatory for every CRM action)

Uses C-### IDs (distinct from H-### marketing and S-### SEO):

[C-###] If we {verb + specific action} for {lead/segment},
        then {metric} will {direction} by {target} within {window} days.
        Reason: {insight or prior evidence}.

Example:

[C-001] If we send a personalised walkthrough email to the 3 leads who gave
        feedback this week, then leads_qualified_7d will increase from 0 to >= 1
        within 14 days.
        Reason: feedback givers have highest intent — direct engagement should convert.

State Files

All CRM state lives in /var/www/html/systemprompt-web/reports/crm/:

Exclusions

These GitHub users are excluded from lead counts (self-activity and automation):

• Ejb503 (Ed — the owner)
• dependabot[bot]
• github-actions[bot]

If a cloner matches an exclusion, they are marked is_excluded: true in leads.json and not counted in pipeline metrics.