Demand generation

What you get

25 qualified leads · Your strategy’s Plays run for the month, billed per qualified lead, and every lead and dollar of revenue traced to the Play that sourced it. · Lead
leads[] · Each qualified lead: the account, the person and title, what they asked for, and the Play that sourced it.
byPlay[] · Per Play: leads, first calls, customers and first-year revenue read from Stripe.
decisions[] · Each week’s change to the mix, with the readout row that caused it.
bill · Accepted leads times the price, up to the target.

Connect once: Gmail, Google Calendar, Stripe. How long: The calendar month, read weekly.

Trigger

It runs when you call it, or on any Trigger you set.

TypeScript

await $.Workflow.create({ verb: 'Lead.generate', trigger: { schedule: 'weekly' } })

Step	Verb	Returns	Price	Approval
1. Plan each week’s Play mix	`PlayMix.compile`	The week’s Plays, hours and sends, inside your budget and sending limits	About 20¢	Runs on its own
2. Run warm intros and personal first touches	`Prospect.reach`	Intros asked from your own inbox, and cold first touches from the warmed second domain	About $7.95	Goes out on its own
3. Answer buyers’ threads	`Post.answer`	Ten threads a week answered as you, every claim sourced	About $9.19	Goes out on its own
4. List on the directories your buyers read	`Post.submit`	Each listing submitted from your approved kit, then checked live	About $13.04	Goes out on its own
5. Answer every inbound within 5 minutes	`Lead.respond`	Each inbound answered from your pages, with a call or a trial offered	About 42¢	Runs on its own
6. Qualify each lead and name its Play	`Lead.route`	Fit, title and request checked, and the sourcing Play recorded on the lead	About 16¢	Runs on its own
7. Read each Play every week	`Play.review`	Each Play beside its benchmark: keep, fix or switch, naming the row that fired	Free	Runs on its own
8. Read revenue back to each Play	`Metric.query`	First-year revenue per Play, from each paying customer’s first lead	Free	Runs on its own

Play	Qualified leads	First calls	Customers	First-year revenue
Warm intros	4	4	2	$3,576
Cold email	11	9	1	$1,788
Community answers	7	5	0	Free
Directory listings	5	3	0	Free
In all	27	21	3	$5,364

Example: give it a goal

Deliver 25 qualified leads this month from my Hands-on Plays, $40 each, and show me revenue per Play.

The plan it shows runs 8 steps, priced before it spends anything; Run it above shows the result it returns.

When something fails

Each failure, and what happens next

When	Then
A Play falls under its break row two weeks running	Its hours move to the Play the readout ranks next, and the Decision names the row that fired.
The month ends under the target	The work continues at no charge into the next month; only accepted leads are ever billed.
A paying customer has no sourcing Play	The revenue reads as unattributed in its own row, never spread across the Plays.

Each step retries three times, then falls through to the next route; one item's failure lands in skipped with its reason, never failing the call. Before a step would cross maxCost it stops and returns what it has, with a resume link. Each step's idempotency key is the call's key plus the step and the item: leaseline-lead-generate-1-<step>-<item>.

What it promises

Term	This Service
Done	A qualified lead: a person at an account that fits, whose title matches, who asked for a call or a trial, with the Play that sourced it recorded.
Counted by	`Lead.qualified`
Billed	$40 a qualified lead, on acceptance
Target	25 qualified leads a month, from the Plays your strategy names.
Accepted when	Each lead is accepted 7 days after it is qualified, unless you disqualify it with a reason.
Credited	Any lead you disqualify within 7 days with a reason.
Remedy	Continued work at no charge until the target is met, with hours moved to the Plays that delivered.
Evaluator	Code reads `Lead.qualified` with its fit, title and sourcing Play, and reads Stripe payments back to each lead.
Window	The calendar month.
Assurance	`measured`, the weakest check on the way to done
Oversight	`none`: agents do every step

December, Leaseline’s second month on Hands-on, ordered at a target of 25.

Count	What happened
25	Ordered
27	Delivered
27	Qualified from four Plays: cold email 11, community answers 7, directory listings 5, warm intros 4.
2	Disqualified by you within 7 days: one was a competitor, one a student. Credited.
25	Accepted and billed, the target met in week four.
25	Accepted, billed 25 × $40 = $1,000

Change it

Ask	Compiles to
Run Launch and search instead, and count signups as leads.	`Lead.generate`
Move every hour from directories to warm intros.	`PlayMix.compile`
Show me revenue per Play for the last 90 days.	`Metric.query`

TypeScript

import { $, Service } from 'startup-builder'

export default Service({
  name: 'lead-generate',
  verb: 'Lead.generate',
  input: { strategy: 'string', icp: 'string', target: 'integer', hours: 'number' },
  maxCost: 40,
  builtFrom: ['Prospect.reach', 'Post.answer', 'Post.submit', 'Lead.respond', 'Lead.route', 'Play.review'],
  oversight: { posture: 'none' },
  contract: {
    done: 'Lead.qualified', accept: { by: 'founder', within: '7d', silence: 'accept' }, assurance: 'measured',
    bills: { usd: 40, per: 'qualified Lead', upTo: 'target' }, target: 25, remedy: 'continue-until-target',
  },
  execute: async (ctx, { strategy, icp, target = 25, hours = 5 }) => {
    while ((await ctx.count('Lead.qualified', { accepted: true })) < target) {
      const mix = await ctx.step('mix', () => $.PlayMix.compile({ strategy, hours, icp }))
      for (const play of mix.plays) await ctx.step(`run:${play.id}`, () => $.Play.apply({ play: play.id, hours: play.hours }))
      await ctx.step('readout', () => $.Play.review({ plays: mix.plays.map((p) => p.id) }))
      await ctx.sleep('1w')
    }
    return ctx.step('revenue', () => $.Metric.query({ metric: 'first-year-revenue', by: 'play', since: 'month' }))
  },
})

Extend it with extends: 'Lead.generate' and base(), or compose your own from these steps.

Works with

Plays that order it: Cold email, Community answers, Directory listings, Launch sites, Warm intros.

Built from	Kind	Its own price
Personal first touch	Agent task	About $1.33 per 100 people
Answer threads	Agent task	About $2.30 per 10 answers
Directory submissions	Workflow	About $13.04 per 40 directories
Answer every inbound	Agent task	About 1.1¢ an inbound
Inbound routing	Workflow	About 0.4¢ an inbound
Weekly readout	Workflow	Free

It serves Find your first customers. It deepens Strategy and Demand generation.

For agents

For agents: the guide, its approvals, retries and lookups

Fact	Value
Guide	`Lead.generate`
Guide approval	`limits`
Goal	Deliver 25 qualified leads this month from my Hands-on Plays, $40 each, and show me revenue per Play. It may change counts, the order of steps, soft filters and the route a read takes, and it stops early when the goal is met. It never relaxes your words, raises its own budget, answers its own approval, calls a Play or acts outside your standing approval.
Retry	Three times with backoff, then the next route; the same idempotency key never charges, sends or posts twice
Idempotency key	`leaseline-lead-generate-1`
Lookups	A `find:` input asks unless exactly one record fits

Step
1. Plan each week’s Play mix
2. Run warm intros and personal first touches
3. Answer buyers’ threads
4. List on the directories your buyers read
5. Answer every inbound within 5 minutes
6. Qualify each lead and name its Play
7. Read each Play every week
8. Read revenue back to each Play

The amounts live once, on the hub (approvals).

Who does each step, and how it is checked

Step	Function	Doer	Checker	Assurance	Inputs
1. Plan each week’s Play mix	`agentic`	The Marketing lead agent	Code checks the mix against your hours, budget and the sending rule before anything runs	`measured`	`$0.strategy, $0.hours`
2. Run warm intros and personal first touches	`agentic`	The SDR agent	A second model checks every fact in each message against the row before it sends	`graded`	`$1.mix`
3. Answer buyers’ threads	`agentic`	The Content lead agent	A second model checks every claim in each answer against your pages	`graded`	`$1.mix`
4. List on the directories your buyers read	`code`	Code	Each listing read back from the directory until it shows, with its link type	`measured`	`$1.mix`
5. Answer every inbound within 5 minutes	`agentic`	The SDR agent	A `Lead.created` read-back for every routed reply, timed from arrival	`measured`	`inbound`
6. Qualify each lead and name its Play	`code`	Code	A `Lead.qualified` read-back carrying the fit, the title and the sourcing Play	`measured`	`$5.leads, $0.icp`
7. Read each Play every week	`code`	Code	Each Play’s numbers read against its break rows	`measured`	`$6.leads`
8. Read revenue back to each Play	`code`	Code	Stripe payments read back to each lead and the Play that sourced it	`measured`	`$6.leads`

The doer is never the checker, and the weakest assurance on the path is the whole call’s.

Under the hood

Under the hood: the Systems, Nouns and Events it touches

Kind	What it touches
Systems	Analytics and experiments
Nouns	Play Mix, Prospect, Post, Lead, Play, Metric
Events	`PlayMix.compiled`, `Metric.queried`

Reference

Inputs, outputs, its Event and its errors

Name	Type	Default	Meaning
`strategy`	`Strategy`	Required	The strategy whose Plays run: Hands-on, Paid, Launch and search, Borrowed, or Keep and grow.
`icp`	`string`	Required	Your customer sentence; a qualified lead is at an account that matches it.
`target`	`integer`	`25`	Qualified leads this month. Fixed when you order; the work continues at no charge until it is met.
`hours`	`number`	`5`	Your hours a week for the calls and the replies only you can write.

Emits Lead.generated. Refuses with max-cost before it spends, and with the Data calls and Accounts groups (refusals).

What you get

Trigger

Steps

Example: give it a goal

When something fails

What it promises

Change it

Works with

For agents

Under the hood

Reference

Contents

What you getCopy Anchor Link

TriggerCopy Anchor Link

StepsCopy Anchor Link

Example: give it a goalCopy Anchor Link

When something failsCopy Anchor Link

What it promisesCopy Anchor Link

Change itCopy Anchor Link

Works withCopy Anchor Link

For agentsCopy Anchor Link

Under the hoodCopy Anchor Link

ReferenceCopy Anchor Link

Contents

What you get

Trigger

Steps

Example: give it a goal

When something fails

What it promises

Change it

Works with

For agents

Under the hood

Reference