Skip to main content

1. Customer Intent & Demand

What this flow tells you​

What the market is trying to do, what it abandons, and what it complains about. If you instrument only one flow well, instrument this one — every other flow is a downstream response to intent.

Data sources​

  • Top-of-funnel attention — ad impressions, clicks, organic traffic, referrals, campaign attribution
  • Product interest and intent — web events, app telemetry, feature usage, trial activity, abandoned actions
  • Lead and opportunity pipeline — form fills, demo requests, qualification, stage movements, win/loss reasons
  • Feedback signals — NPS, support tickets, reviews, churn reasons, social messages, sales-call summaries

Decision gates​

  • Qualify or disqualify — does this signal match the ICP? Owner: marketing automation + sales triage.
  • Route by intent strength — low intent → nurture; high intent → human owner. Owner: routing rules.
  • Escalate complaint signal — feedback that recurs across more than one source becomes a product backlog item. Owner: product.

AI capabilities required​

  • Perception — read structured signals (form events, telemetry) AND unstructured signals (call transcripts, support tickets, social posts).
  • Decision — score intent strength against ICP; classify complaint vs feature-request vs noise.
  • Action — enrich lead record, route to owner, draft outbound response.
  • Escalation — flag novel pain patterns to product when frequency crosses threshold.

Crypto-rail instruments​

  • AP2 Intent Mandate — verifiable digital credential expressing what a buyer is authorised to do; turns "intent signal" into a cryptographic primitive.
  • On-chain attention attribution — when a campaign-driven action settles on-chain, attribution becomes immutable (no cookie loss, no last-touch dispute).
  • Verifiable Intent — bounded delegated action; an agent that captures a buyer's intent can act on it within named limits.

Gauge​

Intent-to-qualified-lead conversion rate, weekly. One number. If it trends down for two weeks, the bottleneck is in this flow. If it trends up, downstream flows can scale.

Kill signal​

Intent capture goes dark for more than 24 hours — pipeline is blind, downstream flows starve. Trigger: any source-system event-rate drops to zero against a non-zero baseline.

Skill coverage​

Shipped: wf-lead-enrich-score — ICP scoring on lead intake. pain-signal-extractor — extract pain from interviews, score 5P. outbound-prospecting — 3-message outreach anchored to specific pain.

Green-field: agent-driven complaint-pattern detector that promotes recurring complaints into product issues; AP2-aware intent-capture composite that turns a web event into a signed mandate.

Full matrix: skills-matrix.

Upstream / downstream​

  • Upstream: market conditions, brand awareness, navigation system (Value anchor, Belief pull, Control push).
  • Downstream: Order-to-Cash (qualified intent becomes a quote); Meta-Flow (intent telemetry feeds the brain stem).

5P slice​

Inspect this flow as a function via the 5P frame: Principles (value-creation statement), Performance (the gauge above), Platform (CRM + product analytics + AI agent stack), Process (capture → qualify → route → respond), Players (marketing + sales + product + an AI agent on perception).