Trajectory - Inner Map
Slug: b2b-marketing-funnel-mql-vs-sql-card
Source: /Users/nitishchauhan/Downloads/gemini-code-1784786284904.html
Index: Index - B2B Marketing Funnel MQL vs SQL Card
Pipeline: CONSTITUTION - Publishable Asset Pipeline
Master: 00 - Master Index
Mode lean: Authority (one-screen teaching primitive)
1. Prompt spine
Source is a self-contained Gemini-exported HTML teaching card, not a multi-turn chat. Reconstructable spine from the artifact and Index:
| # | Concise human ask (implied by the card) |
|---|---|
| P1 | Freeze the B2B funnel handoff as one compact visual, not a deck. |
| P2 | Split interest from sales-readiness: MQL at TOFU vs SQL at BOFU. |
| P3 | Name the bridge in one line: lead scoring and qualification. |
| P4 | Give each stage concrete signals (whitepaper/blog vs demo request). |
| P5 | Keep it portfolio-ready and reusable as a Visual Wiki seed. |
2. Start state
Initial curiosity is operational, not theoretical.
Conflict underneath:
- Marketing and sales argue about “leads” while using the same word for different readiness.
- Funnel diagrams often sprawl. The real failure is the handoff, not the awareness stage copy.
- Want a one-screen primitive: MQL means early interest, SQL means sales-ready after scoring, with signals people can recognize in content ops.
Emotional posture: director mode. Compress until the distinction is unforgettable.
3. Transitions and impulses
P1 → P2 (card container → stage split)
- Impulse A: Reject multi-slide funnel education; one card must carry the load.
- Impulse B: Force vertical flow so the eye reads interest first, then readiness.
- Impulse C: TOFU vs BOFU as stage labels, not jargon decoration.
P2 → P3 (labels → bridge)
- Impulse A: Without a bridge, MQL and SQL look like two sticky notes, not a system.
- Impulse B: “Lead scoring and qualification” is the only transition that matters.
- Impulse C: Orange down-arrow as the visual “this is where teams fight.”
P3 → P4 (bridge → behavioral signals)
- Impulse A: Definitions without behavior are trivia.
- Impulse B: MQL signals: whitepaper download, blog view, not ready to buy.
- Impulse C: SQL signals: demo request, high buy intent, hand-off to sales.
P4 → P5 (signals → reusable asset)
- Impulse A: This is a teaching / portfolio visual, not a full GTM strategy doc.
- Impulse B: Content ops angle: which assets create MQLs vs which create SQLs.
- Impulse C: Seed for fuller Visual Wiki Map of the funnel later.
4. Inner state arc
Start: Irritated by fuzzy lead language; wants a sharp handoff picture.
Shift 1: From “explain the whole funnel” to “freeze MQL vs SQL only.”
Shift 2: From abstract stage names to concrete engagement signals.
Peak: One vertical card with a single bridge (scoring) becomes the product.
End hunt: A publishable short teaching piece that keeps the card’s fidelity and adds only the content-ops and handoff clarity the graphic implies.
Arc in one line: compress the handoff → split interest from readiness → name scoring as the bridge → lock signals.
5. Speech habits visible in this source only
- Title-case banner language: “B2B MARKETING FUNNEL”, “MQL vs. SQL Breakdown.”
- Acronym + expansion pairs: MQL (Marketing Qualified Lead), SQL (Sales Qualified Lead).
- Stage chips: TOFU (Awareness), BOFU (Conversion).
- Short behavioral lines, not paragraphs: “Downloads whitepaper. Views blog.”
- Explicit readiness negation on MQL: “Not ready to buy yet.”
- Explicit disposition on SQL: “Passed directly to sales team.”
- Single transition phrase in emphasis color: “Lead Scoring & Qualification.”
- Visual density over narrative; HTML as the deliverable form.
Do not import: Gemma 13 superordinate openings, “Wait. Before the map,” binary-is-boring, poker-face, or play-sermon textures from other threads.
6. Write brief for Final (this trajectory only)
- Mode: Authority teaching article (short).
- Opening: Grow from start state: lead language collapses two readiness states; the card freezes the handoff.
- Body: Preserve the card’s MQL / bridge / SQL value blocks; light content-ops pairing (assets that create each stage).
- Close: One-screen primitive as Visual Wiki seed, not a full funnel map.
- Omit: Invented scoring formulas, CRM vendor pitch, personal digressions, multi-stage funnel encyclopedia.
- Prose rule: No em or en dashes in new prose (commas, periods, or spaced hyphen
-).