Unlock GTM · Internal Orientation

State of Play & Where Everything Lives.

A single read to get current on the Unlock go-to-market build: what's done, what's still open, and where every piece of data and thinking lives.

For Roy & Werner Owner Tom King Updated 29 Jun 2026 Internal — not for external share

1The one-paragraph picture

What started as a booker mini-app has grown into the whole Unlock go-to-market system: lead in → qualify and score → close → publish. Three moving parts are now defined on paper — a clean, categorised lead base, a reorganised Pipedrive that is the record of truth, and a four-track comms programme that re-contacts everyone correctly. A clickable prototype shows the whole thing as a target spec. Almost nothing writes to live systems yet: we're at the "designed and signed-off, ready to build" line, with the first build tranche (Pipedrive clean-up) gated behind a safety check.

2What's been done

A · Data organised and categorised

The warm Unlock funnel is deduplicated and categorised once, end to end — 56 unique leads across all five populations, each appearing exactly once: INDIVIDUAL FOLLOW-UP (18 sales + 1 governance), RECOVER-FIRST (7), CONTENT/NURTURE (21, six segments), LOST/RETIRE (4), AMBIGUOUS-HOLD (7 identity flags). The follow-up list is RICE-ranked — Ian Chance and Chris Artingstall on top.
Daily profiled intake is live — a read-only pull showed ~59 open profiled leads (26 callback-agreed, 33 report-only; Marie 42 / Jeyda 14 / Tom 3), growing daily. Only 11 are scored through the suitability rubric so far — scoring the daily intake is the standing job.
Two larger lead bodies categorised but ring-fenced as a separate campaign — the GG/UKV base (4,550 graded calls, 1,740 mapped Unlock-fit) and the lead-reactivation 5-bucket segmentation over the legacy CRM. Same taxonomy, separate surfaces.

B · Pipedrive reorg designed & ratified

Whole lead-to-investor system designed (Meadows systems thinking). To-Be: two pipelines (Unlock Investor Funnel + EUK Report Distribution) joined by one shared Person identity and a Source field; Suitability Tier, Readiness and EIS each as their own fields. Decisions ratified; W0–W1 build sequence + auto-ingest contract written.

C · The prototype

Canonical clickable prototype (agent + closer + tracker + CRM board + System section), wired to real lead data. A synthetic demo version is published for client-facing use. The live-data prototype carries real PII and stays internal until domain-gated.

D · Comms programme

Strategy locked to V2 — four tracks, four senders, send from the brand the lead consented to. Sequenced into waves with a claims register (7 LOCKED incl. the verified advisor credential; 3 capability claims pending a build-truth confirm) and the full compliance stack run. Tracks 1/3/4 content SHIP-ready; Track 2 one confirm away.

E · Scoring instruments

Rubric (scores the agent) — realigned to the live 5-step script, fixing the old 8-step mismatch. Investor Profiling (scores the lead → Tier T1–T4) fires once at qualification. Signalz (closer-stage readiness) is specced and named, not built.

3Where the data lives

The seven live data sources and surfaces, with exact location, how Tom accesses each, and current status. Authoritative source: investor-pipeline/where-everything-lives.md.

1 · Aircall call transcripts

Where: "UNLOCK aircall Transcripts" shared Google Drive (id 0AJq0b0y6oe-NUk9PVA) → folder per agent → folder per day → AirQC .txt, one per call. Exports overnight (~03:00).

Access: open the dated Drive folders.

Live · auto-sync broken for newer agents (Jeyda) — Roy fixing

2 · Aircall tags / dispositions

Where: set by the agent in Aircall at end of call (unlock_callback, marie_report, not interested/dnc, etc.); authoritative in Aircall, copied onto each transcript's Tags: line.

Access: read it from the transcript .txt (no Aircall MCP in Cowork). Aircall API is on-request only, not a standing feed.

Live (read from transcript)

3 · Pipedrive (the CRM)

Where: Pipedrive — deals, stages, pipelines, persons, organisations, notes, activities, custom fields (incl. the Aircall disposition tag) + the separate Leads Inbox.

Access: the pipedrive-readonly MCP plugin in Cowork (~20 read-only tools, plain-English queries). Code/cron path uses the API token directly.

Live, read-only · ships embedded admin token (controlled distribution) · hand-maintained, treat as a snapshot

4 · Signalz (Stage-2 readiness scoring)

Where: spec only, in the vault — investor-pipeline/closer-loop-spec-V1.md (state machine, signal taxonomy, 0–100 readiness, new data.md fields). Name locked in the mini-app suite decision.

Access: read the spec. The scoring capability itself does not exist yet.

Specced + named · NOT built

5 · Gemini demo transcripts (closer / demo calls)

Where: Tom's unlockdd.com Google account → "Meet Recordings" folder (id 1Gn-yrsMQvdy2Dp8G1z6V3i8ciDa-Inir) — the "… Notes by Gemini" Docs from Tom's Meet demos.

Access: Google Drive on the unlockdd account (the /u/4/ login — not the cloudworkz connector account).

Located · unorganised (mixed with all Meet notes) + cross-account access — Tom + Roy to organise

6 · data.md → tracker → live site

Where: investor-pipeline/data.md (single source of truth, one JSON block) → "Investor Prospect Follow-Up Tracker" Cowork artifact → Cloudflare Pages site unlock-tracker.pages.dev.

Access: edit data.md by hand (Madonna) → "Refresh from vault" in the tracker → deploy the site (manual wrangler pages deploy, or the draft snapshot skill).

Manual · live site is OPEN + likely stale + holds PII — gate & re-deploy before sharing

7 · Lead Pool (the lead database — Stage 0)

Where: Supabase — the master lead database that feeds Aircall.

Access: read-only reporting link lead-pool-manager.replit.app/public/reports (per-client reports; request additional views as needed).

Live, read-only · /public/ URL over lead data — treat as sensitive

4Where the thinking lives — document map

Workstream	Key docs (under `Projects/` unless noted)
Source & surface map	`investor-pipeline/where-everything-lives.md` · `2026-06-23-where-everything-lives-verification-V1`
Lead plan & categorisation	`investor-pipeline/2026-06-25-consolidated-lead-plan-V1` (+ .html) · `Intelligence/decisions/2026-06-25-lead-categorisation-scheme-V1`
Pipedrive reorg / GTM system	`unlock-pipedrive-reorg/2026-06-24-MASTER-BRIEF-gtm-system-V1` · `gtm-system-design-V1` · `2026-06-25-crm-as-is-to-be-V1` · `2026-06-25-W0-W1-runbook-V1` · `2026-06-24-autoingest-api-contract-V1`
Decisions (ratified)	`Intelligence/decisions/2026-06-24-gtm-system-structure-V1` · `2026-06-25-sales-journey-stage-model-and-crm-mock-V1`
Prototype	`unlock-pipedrive-reorg/2026-06-24-unlock-journey-prototype-V2.html` (canonical) · `2026-06-29-unlock-journey-prototype-DEMO-synthetic-V1.html` (demo, deployed)
Comms	`investor-pipeline/2026-06-26-comms-strategy-V2` · `2026-06-26-comms-programme-plan-V1` · `2026-06-26-track-assets-V1` · `2026-06-26-engagement-tracking-spec-V1`
Scoring specs	`investor-pipeline/suitability-rubric-V1` · `closer-loop-spec-V1` (Signalz) · `profiler-script-V1`
Reactivation / separate campaigns	`lead-reactivation/2026-06-23-segmentation-master-plan-V1` · `EUK-Campaign/gg-lead-mining/`
Operating reference	`investor-pipeline/operating-guide-V3` (§10 indexes the rest) · `RUNBOOK.md` · `manifest.md`

5What's outstanding

#	Item	Owner	Blocks
1	D4 decided — Roy holds a scoped non-admin write token and runs the clean-up himself; first write only after the rollback log exists. No separate token-holder.	Roy / Tom	— resolved
2	Rollback / undo log built (W0-3) — the hard gate before any Pipedrive write	Roy	All W1 writes
3	Tom signs off the duplicate-merge list + confirms surviving record where not obvious (Ian Chance; Chris Artingstall + the ~£4M EIS demo)	Tom	W1a dedup
4	Tom confirms dedup rules + named records in Roy's brief are still accurate	Tom	Sharing brief with Roy
5	"Which map" clarification — Werner needs the canonical map named before a full "To-Be matches the map" sign-off	Tom → Werner	Structure sign-off
6	Comms Blocker A — confirm the 3 capability claims are demonstrable in the current build (then RVL locks)	Tom	Track 2 copy
7	Comms Blocker B — deliverability (SPF/DKIM/DMARC both domains + EUK warm-up)	Roy / Tom	Tracks 1, 2, 4 send
8	Comms Blocker C — legacy data-quality pass (needs a read-only Pipedrive lookup)	Tom → Madonna	Track 2 volume
9	Profiler-vs-scorer mismatch in the prototype — to be settled in the redefinition	Werner / Tom	Spec clarity
10	5-phase redefinition — Werner writing it up so we build from one agreed picture (prototype as reference, Signalz later)	Werner	Build kickoff
11	7 ambiguous identities + 7 recover-first leads — one ~10-min pass with Tom clears the ledger	Tom	Clean ledger

6The build approach (agreed)

Build on the booker-script-platform work already defined, using the prototype as the reference that extends and sharpens the spec. Because it's now bigger than the original two-phase plan, break it into ~five phases so each ships something useful on its own and the less-defined parts (Signalz) come later. Werner is writing the redefinition; the prototype's two internal contradictions — script step-count (now fixed) and profiler-vs-scorer (open) — get settled there.

7How to get up to speed — per person

Roy first tranche: make Pipedrive clean & safe to write to (W0 + W1 only)

1 Read your brief: roy-brief-pipedrive-cleanup-W0-W1.md (Werner finalising; Tom signs off before it reaches you).
2 Then 2026-06-25-W0-W1-runbook-V1 and 2026-06-25-crm-as-is-to-be-V1.
3 Build the rollback/undo log first — it's the gate. No write before it exists and Tom has approved the duplicate list. Dedup before backfill. Merges/deletes by hand.
4 You also own two infra items: the Aircall auto-sync fix for newer agents (Jeyda's transcripts) and comms deliverability (Blocker B).

Werner owns the build shape

1 Read 2026-06-24-MASTER-BRIEF-gtm-system-V1, then the As-Is/To-Be and the prototype.
2 The To-Be structure is consistent with what you specified (two pipelines + Source field; Tier/Readiness/EIS as own fields). For the full "matches the map" sign-off — Tom will name the canonical map (likely where-everything-lives.md); check against that.
3 Land the 5-phase redefinition; settle the profiler-vs-scorer contradiction there (script step-count already fixed in the prototype).

Unlock GTM — internal orientation · generated 29 Jun 2026 · source of record: Projects/investor-pipeline/2026-06-29-gtm-state-and-orientation-for-roy-and-werner-V1.md. Contains internal references only; not for external distribution.