# Generate a lead: from stranger to hand-raiser

> A process map exported from forks.world (https://forks.world). Author: Brian. Source: https://forks.world/p/cmv0ie5f70027jw06onp4obt3
> It describes who does what, in what order, and with which technology. Read the plain-language sections first; the JSON at the end is the exact, complete data.

## Summary

- 21 steps across 2 layers
- Persona: Marketing, The prospect, SDR (sales development)
- Technology / systems: Website and ads, Marketing automation

## How to read this file

- A process is made of **layers**. The main layer is the top level; any step of kind `subprocess` opens a detail layer with its own lanes and steps.
- **Lanes** are either persona (people/roles) or technology (systems). Each step belongs to one lane; `using` lists tools a person uses for that step.
- Step kinds: `start`, `task`, `decision` (its arrows carry the answer as a label), `subprocess`, `end`.

## Generate a lead: from stranger to hand-raiser

Lanes:
- Marketing: person / role (id `mkt`)
- The prospect: person / role (id `vis`)
- Website and ads: technology / system (id `web`)
- Marketing automation: technology / system (id `auto`)
- SDR (sales development): person / role (id `sdr`)

Steps, in the order they run:

1. **Pick an audience and one clear offer** [start; Marketing; id `g1`]
   - then Publish the ad and the landing page
2. **Publish the ad and the landing page** [subprocess; Marketing; id `g2`], using Website and ads, opens the detail layer "A landing page that converts"
   - then Prospect sees the ad
3. **Prospect sees the ad** [task; The prospect; id `g3`]
   - then Do they click?
4. **Do they click?** [decision; The prospect; id `g4`]
   - if "Yes" go to Lands on the page and reads; if "No" go to Test a new headline or image
5. **Lands on the page and reads** [task; The prospect; id `g5`]
   - then Fills in the form?
6. **Fills in the form?** [decision; The prospect; id `g6`]
   - if "Yes" go to Form data captured and enriched; if "No" go to Retarget with a reminder ad and an exit offer
7. **Form data captured and enriched** [task; Marketing automation; id `g7`]
   - then Does the contact fit (size, role, industry)?
8. **Does the contact fit (size, role, industry)?** [decision; Marketing automation; id `g8`]
   - if "Yes" go to Score the lead and alert sales; if "No" go to Add to the newsletter nurture track
9. **Score the lead and alert sales** [task; Marketing automation; id `g9`]
   - then Lead reaches an SDR within 5 minutes
10. **Lead reaches an SDR within 5 minutes** [task; SDR (sales development); id `g12`]
   - then Hand off to qualification
11. **Hand off to qualification** [end; SDR (sales development); id `g13`]
12. **Add to the newsletter nurture track** [task; Marketing automation; id `g10`]
   - then Nurture until they show interest again
13. **Nurture until they show interest again** [end; Marketing; id `g11`]
14. **Retarget with a reminder ad and an exit offer** [task; Marketing automation; id `g6a`]
   - then Prospect sees the ad
15. **Test a new headline or image** [task; Marketing; id `g3a`]
   - then Publish the ad and the landing page

```mermaid
flowchart LR
  subgraph l_mkt["Marketing"]
    n_g1(["Pick an audience and one clear offer"])
    n_g2[["Publish the ad and the landing page"]]
    n_g3a["Test a new headline or image"]
    n_g11(["Nurture until they show interest again"])
  end
  subgraph l_vis["The prospect"]
    n_g3["Prospect sees the ad"]
    n_g4{"Do they click?"}
    n_g5["Lands on the page and reads"]
    n_g6{"Fills in the form?"}
  end
  subgraph l_auto["Marketing automation"]
    n_g6a["Retarget with a reminder ad and an exit offer"]
    n_g7["Form data captured and enriched"]
    n_g8{"Does the contact fit (size, role, industry)?"}
    n_g10["Add to the newsletter nurture track"]
    n_g9["Score the lead and alert sales"]
  end
  subgraph l_sdr["SDR (sales development)"]
    n_g12["Lead reaches an SDR within 5 minutes"]
    n_g13(["Hand off to qualification"])
  end
  n_g1 --> n_g2
  n_g2 --> n_g3
  n_g3 --> n_g4
  n_g4 -->|"Yes"| n_g5
  n_g4 -->|"No"| n_g3a
  n_g3a --> n_g2
  n_g5 --> n_g6
  n_g6 -->|"Yes"| n_g7
  n_g6 -->|"No"| n_g6a
  n_g6a --> n_g3
  n_g7 --> n_g8
  n_g8 -->|"Yes"| n_g9
  n_g8 -->|"No"| n_g10
  n_g10 --> n_g11
  n_g9 --> n_g12
  n_g12 --> n_g13
```

### A landing page that converts (detail of step "Publish the ad and the landing page")

Lanes:
- Marketing: person / role (id `mkt`)
- Website and ads: technology / system (id `web`)

Steps, in the order they run:

1. **Write one promise in the headline** [start; Marketing; id `l1`]
   - then Add proof: logos, numbers, a testimonial
2. **Add proof: logos, numbers, a testimonial** [task; Website and ads; id `l2`]
   - then Make the form as short as possible
3. **Make the form as short as possible** [task; Website and ads; id `l3`]
   - then Loads in under 2 seconds?
4. **Loads in under 2 seconds?** [decision; Marketing; id `l4`]
   - if "Yes" go to Page is live; if "No" go to Compress images and trim scripts
5. **Page is live** [end; Website and ads; id `l5`]
6. **Compress images and trim scripts** [task; Website and ads; id `l3a`]
   - then Loads in under 2 seconds?

```mermaid
flowchart LR
  subgraph l_mkt["Marketing"]
    n_l1(["Write one promise in the headline"])
    n_l4{"Loads in under 2 seconds?"}
  end
  subgraph l_web["Website and ads"]
    n_l2["Add proof: logos, numbers, a testimonial"]
    n_l3["Make the form as short as possible"]
    n_l3a["Compress images and trim scripts"]
    n_l5(["Page is live"])
  end
  n_l1 --> n_l2
  n_l2 --> n_l3
  n_l3 --> n_l4
  n_l4 -->|"Yes"| n_l5
  n_l4 -->|"No"| n_l3a
  n_l3a --> n_l4
```

## Full data (JSON)

```json
{
  "title": "Generate a lead: from stranger to hand-raiser",
  "maps": {
    "m_root": {
      "id": "m_root",
      "lanes": [
        {
          "id": "mkt",
          "name": "Marketing",
          "type": "person"
        },
        {
          "id": "vis",
          "name": "The prospect",
          "type": "person"
        },
        {
          "id": "web",
          "name": "Website and ads",
          "type": "system"
        },
        {
          "id": "auto",
          "name": "Marketing automation",
          "type": "system"
        },
        {
          "id": "sdr",
          "name": "SDR (sales development)",
          "type": "person"
        }
      ],
      "steps": [
        {
          "id": "g1",
          "kind": "start",
          "lane": "mkt",
          "next": [
            {
              "to": "g2"
            }
          ],
          "uses": [],
          "label": "Pick an audience and one clear offer"
        },
        {
          "id": "g2",
          "kind": "subprocess",
          "lane": "mkt",
          "next": [
            {
              "to": "g3"
            }
          ],
          "uses": [
            "web"
          ],
          "child": "m_landing",
          "label": "Publish the ad and the landing page"
        },
        {
          "id": "g3",
          "kind": "task",
          "lane": "vis",
          "next": [
            {
              "to": "g4"
            }
          ],
          "uses": [],
          "label": "Prospect sees the ad"
        },
        {
          "id": "g4",
          "kind": "decision",
          "lane": "vis",
          "next": [
            {
              "to": "g5",
              "label": "Yes"
            },
            {
              "to": "g3a",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Do they click?"
        },
        {
          "id": "g3a",
          "kind": "task",
          "lane": "mkt",
          "next": [
            {
              "to": "g2"
            }
          ],
          "uses": [],
          "label": "Test a new headline or image"
        },
        {
          "id": "g5",
          "kind": "task",
          "lane": "vis",
          "next": [
            {
              "to": "g6"
            }
          ],
          "uses": [],
          "label": "Lands on the page and reads"
        },
        {
          "id": "g6",
          "kind": "decision",
          "lane": "vis",
          "next": [
            {
              "to": "g7",
              "label": "Yes"
            },
            {
              "to": "g6a",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Fills in the form?"
        },
        {
          "id": "g6a",
          "kind": "task",
          "lane": "auto",
          "next": [
            {
              "to": "g3"
            }
          ],
          "uses": [],
          "label": "Retarget with a reminder ad and an exit offer"
        },
        {
          "id": "g7",
          "kind": "task",
          "lane": "auto",
          "next": [
            {
              "to": "g8"
            }
          ],
          "uses": [],
          "label": "Form data captured and enriched"
        },
        {
          "id": "g8",
          "kind": "decision",
          "lane": "auto",
          "next": [
            {
              "to": "g9",
              "label": "Yes"
            },
            {
              "to": "g10",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Does the contact fit (size, role, industry)?"
        },
        {
          "id": "g10",
          "kind": "task",
          "lane": "auto",
          "next": [
            {
              "to": "g11"
            }
          ],
          "uses": [],
          "label": "Add to the newsletter nurture track"
        },
        {
          "id": "g11",
          "kind": "end",
          "lane": "mkt",
          "next": [],
          "uses": [],
          "label": "Nurture until they show interest again"
        },
        {
          "id": "g9",
          "kind": "task",
          "lane": "auto",
          "next": [
            {
              "to": "g12"
            }
          ],
          "uses": [],
          "label": "Score the lead and alert sales"
        },
        {
          "id": "g12",
          "kind": "task",
          "lane": "sdr",
          "next": [
            {
              "to": "g13"
            }
          ],
          "uses": [],
          "label": "Lead reaches an SDR within 5 minutes"
        },
        {
          "id": "g13",
          "kind": "end",
          "lane": "sdr",
          "next": [],
          "uses": [],
          "label": "Hand off to qualification"
        }
      ],
      "title": "Generate a lead: from stranger to hand-raiser",
      "parent": null
    },
    "m_landing": {
      "id": "m_landing",
      "lanes": [
        {
          "id": "mkt",
          "name": "Marketing",
          "type": "person"
        },
        {
          "id": "web",
          "name": "Website and ads",
          "type": "system"
        }
      ],
      "steps": [
        {
          "id": "l1",
          "kind": "start",
          "lane": "mkt",
          "next": [
            {
              "to": "l2"
            }
          ],
          "uses": [],
          "label": "Write one promise in the headline"
        },
        {
          "id": "l2",
          "kind": "task",
          "lane": "web",
          "next": [
            {
              "to": "l3"
            }
          ],
          "uses": [],
          "label": "Add proof: logos, numbers, a testimonial"
        },
        {
          "id": "l3",
          "kind": "task",
          "lane": "web",
          "next": [
            {
              "to": "l4"
            }
          ],
          "uses": [],
          "label": "Make the form as short as possible"
        },
        {
          "id": "l4",
          "kind": "decision",
          "lane": "mkt",
          "next": [
            {
              "to": "l5",
              "label": "Yes"
            },
            {
              "to": "l3a",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Loads in under 2 seconds?"
        },
        {
          "id": "l3a",
          "kind": "task",
          "lane": "web",
          "next": [
            {
              "to": "l4"
            }
          ],
          "uses": [],
          "label": "Compress images and trim scripts"
        },
        {
          "id": "l5",
          "kind": "end",
          "lane": "web",
          "next": [],
          "uses": [],
          "label": "Page is live"
        }
      ],
      "title": "A landing page that converts",
      "parent": {
        "map": "m_root",
        "step": "g2"
      }
    }
  }
}
```