Build · Create · Writing & Content
Demand-gen lead-stage definition register
The buyer gets a register where each required lead stage (e.g. MCL, MEL, MQL, SQL) has a definition, a funnel phase, an owning team, an entry criterion, and a lead-score threshold, with thresholds increasing down the funnel.
You receive: A JSON array of stage objects, each with code, name, funnel_phase, owner, entry_criteria, and score_threshold.
Part of Launch Product, Build a Sales Engine
Example
A sample of what this play produces. Your result is generated for your inputs.
| Code | Name | Funnel phase | Owner | Entry criteria | Score threshold |
|---|---|---|---|---|---|
| MCL | Marketing-captured lead | Awareness | Marketing | The contact gave STUD a working email through a launch-community signup, a docs subscription, or the waitlist form, and consented to hear from us. No product action yet: this is the raw top of the content-led funnel (SEO, developer docs, launch communities), so the only bar is a real, reachable person tied to a venture. | 0 |
| MEL | Marketing-engaged lead | Awareness | Marketing | The contact has returned at least twice in 30 days and engaged with catalog-facing content: viewed 3 or more play pages, opened a playbook lens, or read a sample deliverable end to end. Engagement scoring: +5 per play page viewed, +10 per sample read, +10 per repeat visit. Enters MEL at 20 points. | 20 |
| MQL | Marketing-qualified lead | Consideration | Marketing | The contact fits the target profile (a solo or early-stage founder, small product team, or ops/engineering lead adopting AI agents) and has taken a workspace-intent action: created a workspace, added a company fact, or started a play intake without committing a run. Fit scoring: +15 profile match, +25 workspace created, +10 fact added. Enters MQL at 50 points and is handed to lifecycle nurture. | 50 |
| SQL | Sales-qualified lead | Evaluation | Founder (sales) | The contact has shown commit intent: ran a first play, opened the pricing page from inside a workspace twice, or asked about credit packs on the /credits page. At 80 points the lead is handed to the founder-operator for a direct conversation, since concierge capacity is one founder-operator at about 30 plays per week, so SQL volume is deliberately gated. | 80 |
Opens soon
Cost50 credits
ProtectionSpent when the run starts · returned only if STUD is at fault
STUD opens runs for everyone soon, on every play at once.
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