Split-Funnel Motion Map

Mode first, channel second Lanes = behavior, agents = governance Intent tier precedes channel evaluation Same channel, different KPI by lane All lanes reconcile to segment SPI

↔ Spine Joint: Layer 02 Motion / ABX Execution This screen hangs off the Motion layer. It does not replace the spine. Returns → Learning Agent (L01) · P&L Agent (L06) · ICP Agent (L05)

Lane 01Demand Capture

Inbound — High Intent (Hand-Raise)

Accounts that self-declare buying motion. Shorter cycle, higher initial APS, lower persuasion burden.

Funnel + Criteria

Lead

Closed

Entry

Demo request · Contact sales · Pricing conversion · RFP · Trial signup

Exit

Closed-won, closed-lost, or recycled to conditioning

Channels

Paid search demoOrganic SEO (high-intent)Direct trafficPartner LPReferral

Metrics (Normalized)

VolumeEntries per period

ConversionStage-to-stage rates

VelocityTime between stages

CostCAC (not CPL)

SLATime-to-first-touch

Liftvs conditioning baseline

Agent Governance

Qualification Agent Territory Allocation Motion Agent

Fast routing. SLA enforcement. No over-automation. Human escalation on high-value.

Lane 02Demand Conditioning

Inbound — Influenced / Passive Intent

Content consumption without explicit hand-raise. Lower immediate probability. Longer qualification window.

Funnel + Criteria

MQL

Nurture

Closed

Entry

SEO blog · Webinar reg · Whitepaper · Retargeting · Syndication

Exit

Escalated to high-intent lane, dormant, or recycled

Channels

SEO contentSponsored contentPaid socialWebinarGated assetRetargeting

Metrics

VolumeEntries per period

ConversionMQL → S1 rate (primary)

VelocityTime to qualification

CostCAC (not CPL — CPL is noise here)

Liftvs cold baseline

LearningTime to validated lift

Agent Governance

Signal AgentNarrative AgentLearning Agent

Probability building, not pipeline inflation. Message testing within guardrails.

Lane 03Exploration Capital

Outbound — Cold (Exploratory)

Hypothesis-driven prospecting inside prioritized ICP clusters. No signal trigger. High learning value.

Funnel + Criteria

Target

Contact

Meeting

Closed

Entry

ICP cluster priority ≥ threshold · Named account hypothesis · Vertical expansion

Path

Bypasses Signal Agent. Must pass ICP → Territory → Motion → Pod

Channels

BDR emailBDR phoneLinkedInMulti-touch sequence

Metrics

Learning vel.Objection intelligence per cluster

Meeting qual.Quality score by segment

ConversionEarly-stage by cluster (not volume)

CostVariable CAC — exploration budget

Segment fitHypothesis validation rate

Agent Governance

ICP AgentTerritory AgentNarrative AgentLearning Agent

Exploration capital discipline. BDR does not decide who to pursue — the system does.

Lane 04Interception Capital

Outbound — Signal Enabled (Interception)

APS threshold hit. Time-sensitive. Requires low latency. Higher conversion delta vs cold.

Funnel + Criteria

Signal

Touch

Closed

Entry

APS ≥ threshold + confidence ≥ threshold + expiry window active

Path

Full probability gate: Signal → Qualification → Territory → Motion → Pod

Channels

Intent surge + emailTrigger event + callProduct usage + exec reachHiring signal + LI

Metrics

Time-to-touchMinutes/hours from signal (SLA)

Stage accel.Velocity vs cold baseline

Close rate ΔLift vs cold outbound

CostCAC per intercepted opp

Signal decayConversion by response latency

Agent Governance

Signal AgentQualification AgentTerritory AgentMotion Agent

Interception speed. Human gate on any write action beyond task creation.

Lane 05Distribution Multiplied

Partner / Channel Sourced

Co-sell, referral, deal registration, alliance triggers. Higher close rate, variable margin impact.

Funnel + Criteria

Referral

Qualify

Closed

Entry

Co-sell flag · Deal registration · Alliance trigger · Marketplace lead

Channels

Co-sell outreachReferral programMDF campaignsMarketplace listingJoint webinar

Metrics

Partner liftClose rate Δ vs direct

VelocityCycle time vs direct

CostBlended CAC (incl MDF + margin share)

ROI by tierPartner-level capital efficiency

OverlapInstall-base coverage %

Agent Governance

Partner AgentSignal AgentLearning Agent

Distribution efficiency measurement. Prevents overfunding low-yield alliances, under-leveraging high-conversion co-sell.

Lane 06Stakeholder Compression

Field / Event Accelerated

Compresses multi-thread development. Affects Stage 2→Close more than top-of-funnel.

Funnel + Criteria

Invite

Attend

Multi-thread

Closed

Entry

Stakeholder density ≥ threshold · Buying committee gap · Budget cycle alignment

Channels

Exec roundtableIndustry conferenceCustomer dinnerRoadshowAdvisory board

Metrics

Accel. deltaProbability lift post-event

Thread depthStakeholders engaged per account

Stage impactS2→Close conversion lift

CostCost per accelerated deal (not badge scan)

Exec attachSponsor involvement rate

Agent Governance

Field Acceleration AgentSignal AgentLearning Agent

Stage compression. Events measured on probability lift, not badge scans or registration count.

Lane 07Revenue Density Motion

Expansion / Customer Growth

Existing customers. Cross-sell, upsell, seat expansion, renewal. Margin preservation + growth. Must be split from acquisition.

Funnel + Criteria

Healthy

Signal

Proposal

Expand

At-Risk

Intervene

Stabilize

Renew

Entry

Usage trigger · Milestone completion · Health score shift · Renewal timing

Channels

CSM outreachIn-product promptQBRExec sponsor callCross-sell offer

Metrics

Expansion PCross-sell/upsell probability

Churn PChurn probability by cohort

NRRNet revenue retention

Health scoreProduct + support + payment

InterventionTime to CS action on risk signal

SPI impactRetention contribution to density

Agent Governance

Product Intel AgentCustomer Health AgentSignal AgentLearning Agent

Revenue density preservation. Without this, your revenue model is acquisition-heavy and structurally fragile.

Overlays — Applied Across All Lanes

Overlay 01

Segment (SPI Cluster)

Every metric sliceable by ICP cluster. SPI per lane per segment.

Overlay 02

GEO / Territory

Capacity constraint, cycle modifier, competitive intensity.

Overlay 03

Pod Assignment

AE/BDR/SE/CSM. Execution endpoints. Sensors + persuaders.

Overlay 04

Capacity Limits

Rep utilization, pipeline load, forecast gap. Elastic.

Forecasting Structure — Budget Becomes Rational

Revenue Target → Split by Segment (ICP cluster) → Split by Acquisition Mode (7 lanes) → Split by Channel (modules within lanes) Per segment, apply: Segment × Mode conversion rates Segment × Mode CAC Segment × Mode velocity SEO normalization: Organic high-intent (pricing/demo) → Demand Capture (Lane 01) Organic informational (blog) → Demand Conditioning (Lane 02) Never blend them.

Interview Framing

"I'd split the funnel first by acquisition mode — hand-raise, conditioning, cold exploration, signal interception, partner, field acceleration, and expansion — then secondarily by channel. Blended channel CPL without intent normalization leads to capital misallocation."

The Real Insight

Channels do not create revenue. Acquisition modes do. Channels are execution tools inside those modes. If you normalize by acquisition mode first, forecasting becomes sane. If you normalize by channel first, you optimize the wrong thing. A $200 CPL for demo requests might be excellent. A $200 CPL for webinar registrants might be disastrous. Intent tier must precede channel evaluation.

Without Agents, This Is a Report. With Agents, It's a Decision Engine.

Agents determine: who enters the lane, how much capital is allowed, how long the motion runs, when it stops, and whether it scaled profitably. The split-funnel screen shows acquisition modes horizontally, but governance agents vertically. That's what makes it an operating system, not a marketing diagram.