GTM Engine V2 - Implementation Plan

Version: 2.2 (Multi-Campaign)

Created: 2026-02-05

Trimmed: 2026-02-06

Multi-Campaign: 2026-02-07

Status: Ready for Execution

Based on: Firecrawl Agent test results (87% qualification rate, 25x speed improvement)

Change Log

Executive Summary

This plan upgrades the Maad House GTM Engine with:

Expected Outcome:

• 25x faster prospect processing (35 sec vs 15 min)
• 87% qualification rate (vs ~50% with old approach)
• Reduced Hunter.io credit waste (only enrich qualifiers)
• 4 independent campaigns (hospitality, legal-lawtech, ecommerce-dtc, lifestyle-wellness) with shared infrastructure

Part 1: New Architecture

1.1 Old vs New Workflow

OLD WORKFLOW (Inefficient):

Discovery → Enrich ALL → Analyze Website → Filter → Outreach
    ↓
  (50% of enrichment wasted on non-qualifiers)

NEW WORKFLOW (Website-First):

Discovery → Website Analysis → Filter (NEEDS_REFRESH only) → Enrich Qualifiers → Outreach
    ↓
  (Only enrich prospects with outdated websites)

1.2 Tool Integration Map

┌─────────────────────────────────────────────────────────────────┐
│                  GTM ENGINE V2.2 ARCHITECTURE                    │
├─────────────────────────────────────────────────────────────────┤
│                                                                  │
│  ┌────────────────────────────────────────────────────────┐      │
│  │  CAMPAIGN ROUTER                                       │      │
│  │  campaigns.json → select ICP, scoring, sequences       │      │
│  │  [hospitality | legal-lawtech | ecommerce-dtc | ...]   │      │
│  └───────────────────────┬────────────────────────────────┘      │
│                          v                                       │
│  ┌────────────────┐    ┌────────────────┐    ┌────────────────┐ │
│  │   DISCOVERY    │    │ WEBSITE FIRST  │    │    FILTER      │ │
│  │                │    │                │    │                │ │
│  │ Firecrawl Agent│───>│ Firecrawl Agent│───>│ Score 1-2 only │ │
│  │ (campaign ICP) │    │ (batch analyze)│    │ (NEEDS_REFRESH)│ │
│  └────────────────┘    └────────────────┘    └────────────────┘ │
│                                                      │          │
│                                          ┌───────────┤           │
│                                          │ DEDUP     │           │
│                                          │ Cross-    │           │
│                                          │ campaign  │           │
│                                          └───────────┘           │
│                                                      │          │
│                                                      v          │
│                                          ┌────────────────┐     │
│                                          │    ENRICH      │     │
│                                          │                │     │
│                                          │ Hunter.io      │     │
│                                          │ Gemini Search  │     │
│                                          │ Firecrawl      │     │
│                                          └────────────────┘     │
│                                                  │              │
│                                                  v              │
│  ┌────────────────┐    ┌────────────────┐    ┌────────────────┐ │
│  │   OUTREACH     │<───│  PERSONALIZE   │<───│   QUALIFY      │ │
│  │                │    │                │    │                │ │
│  │ Campaign-spec. │    │ Claude inline  │    │ Campaign ICP   │ │
│  │ sequences      │    │ copy writing   │    │ scoring model  │ │
│  └────────────────┘    └────────────────┘    └────────────────┘ │
│                                                                  │
└─────────────────────────────────────────────────────────────────┘

1.3 Stage-by-Stage Tools

Part 2: Skill Updates

2.1 /lead-source (UPDATED)

File: Maad House/Marketing/GTM/skills/lead-source/SKILL.md

```markdown

/lead-source (V2.2 - Website-First, Campaign-Aware)

Updated: 2026-02-07 | Uses Firecrawl Agent with website-first qualification. Campaign-aware.

Purpose

Invocation

/lead-source hospitality 20 Manchester    # Find 20 for hospitality campaign in Manchester
/lead-source legal-lawtech 15 London      # Find 15 for legal-lawtech campaign in London
/lead-source ecommerce-dtc 10            # Find 10 for ecommerce-dtc campaign (UK-wide)
/lead-source --refresh                    # Re-run last search

Campaign Loading

Workflow (3-Step Website-First)

Step 1: Discovery via Firecrawl Agent (Campaign-Specific)

Discovery queries are loaded from campaigns/{campaign-id}/icp-definition.md. Each campaign has its own discovery criteria, search terms, and qualification signals.

// Load campaign ICP for search criteria
const campaign = campaigns[campaignId];
const icp = loadICP(campaign.icpFile);
mcp__firecrawl__firecrawl_agent({
  prompt: Find ${count} UK ${icp.industry} businesses in ${location} that:
    - ${icp.discoveryFilters.join('\n    - ')}
    For each business, provide:
    - Company name
    - Website URL
    - Location (city)
    - Brief description
    - Any growth signals observed,
  schema: {
    "type": "object",
    "properties": {
      "businesses": {
        "type": "array",
        "items": {
          "type": "object",
          "properties": {
            "company_name": {"type": "string"},
            "website": {"type": "string"},
            "location": {"type": "string"},
            "description": {"type": "string"},
            "growth_signals": {
              "type": "array",
              "items": {"type": "string"}
            }
          }
        }
      }
    }
  }
})

Step 2: Batch Website Analysis

mcp__firecrawl__firecrawl_agent({
  prompt: Analyze each website and score design quality on this scale:
    5: Modern, professional (2024-2026 design trends)
    4: Good but slightly dated (2022-2023)
    3: Functional but clearly dated (2019-2021)
    2: Outdated, needs refresh (2016-2018)
    1: Very outdated, poor UX (pre-2016)
    Consider:
    - Visual design and aesthetics
    - Mobile responsiveness
    - Navigation and UX
    - Loading speed indicators
    - Content freshness
    Provide score, reasoning, and specific observations.,
  urls: [/ discovered website URLs /],
  schema: {
    "type": "object",
    "properties": {
      "analyses": {
        "type": "array",
        "items": {
          "type": "object",
          "properties": {
            "url": {"type": "string"},
            "design_score": {"type": "integer", "minimum": 1, "maximum": 5},
            "reasoning": {"type": "string"},
            "specific_issues": {
              "type": "array",
              "items": {"type": "string"}
            },
            "mobile_friendly": {"type": "boolean"},
            "estimated_age": {"type": "string"}
          }
        }
      }
    }
  }
})

Step 3: Cross-Campaign Deduplication

Before adding to pipeline, check ALL campaigns for duplicate contacts:

for (const prospect of qualified) {
  // Check website domain against ALL campaigns in index.json
  const existing = pipeline.prospects.find(p =>
    p.company.website === prospect.website
  );
  if (existing && existing.campaign !== campaignId) {
    logSkipped(prospect, Already in campaign: ${existing.campaign});
    continue; // Same company = skip (don't double-contact)
  }
  if (existing && existing.campaign === campaignId) {
    logSkipped(prospect, "Already in this campaign");
    continue;
  }
}

Cross-campaign dedup rules:

• Same contact (email) MUST NOT receive emails from two campaigns simultaneously
• Same company, different contacts, different campaigns = OK
• Dedup checks company.website across ALL campaigns before adding

Step 4: Filter and Add to Pipeline

Only add prospects with design_score 1-2 (NEEDS_REFRESH) that pass dedup:

for (const prospect of analyses) {
  if (prospect.design_score <= 2 && !isDuplicate(prospect)) {
    addToPipeline({
      ...prospect,
      campaign: campaignId,  // Tag with campaign
      website_score: prospect.design_score,
      website_assessment: prospect.reasoning,
      website_issues: prospect.specific_issues,
      stage: "website_qualified",
      qualified_for_enrichment: true
    });
  } else {
    logSkipped(prospect, "Modern website - not a priority");
  }
}

Output

Lead Sourcing Complete — Campaign: hospitality
Query: 20 UK hospitality Manchester
Found: 23 businesses
Website Analysis: 23 analyzed
Results:
  Score 1-2 (NEEDS_REFRESH): 15 - Added to pipeline
  Score 3 (BORDERLINE): 4 - Logged for review
  Score 4-5 (MODERN): 4 - Skipped
  Cross-campaign duplicates: 0 - Skipped
Qualification Rate: 65%
New Prospects Added (campaign: hospitality):
  MH-2026-051 The Northern Quarter Kitchen (Score: 2)
  MH-2026-052 Manchester Boutique Hotel (Score: 1)
  MH-2026-053 Didsbury Dining Co (Score: 2)
  ... +12 more
Time: 38 seconds
Next: Run /lead-enrich hospitality --batch 15 to complete qualification

Dependencies

• Firecrawl MCP (firecrawl_agent)
• campaigns.json (campaign registry)
• campaigns/{campaign-id}/icp-definition.md
• Pipeline index (cross-campaign dedup)

2.2 /lead-enrich (UPDATED)
File: Maad House/Marketing/GTM/skills/lead-enrich/SKILL.md

/lead-enrich (V2.2 - Qualified Only, Campaign-Aware)

Updated: 2026-02-07 | Only enriches website-qualified prospects. Cross-campaign dedup on contacts.

Purpose

Invocation

/lead-enrich hospitality MH-2026-051     # Single prospect in campaign
/lead-enrich hospitality --batch 10      # Next 10 website-qualified in campaign
/lead-enrich legal-lawtech --tier A      # Re-enrich A-tier in legal campaign

Pre-Condition

Cross-Campaign Contact Check

const emailCollision = pipeline.prospects.find(p =>
  p.contact?.email === foundEmail && p.campaign !== campaignId
);
if (emailCollision) {
  flag("Contact already in campaign: " + emailCollision.campaign);
  // Notify but continue — different campaign may target different contact at same company
}

Workflow

Step 1: Contact Discovery (Hunter.io)

// Try Email Finder first (most efficient)
mcp__hunter__Email-Finder({
  domain: prospect.website,
  first_name: prospect.contact?.first_name,
  last_name: prospect.contact?.last_name
})
// If no name known, use Domain Search
mcp__hunter__Domain-Search({
  domain: prospect.website
})
// Verify found email
mcp__hunter__Email-Verifier({
  email: found_email
})

Decision Maker Priority:

Step 2: Business Research (Gemini)

mcp__gemini-text__gemini-search({
  query: "${prospect.company_name}" UK news expansion funding 2025 2026
})

Extract:

• Recent news and press
• Funding or investment signals
• Expansion announcements
• Hiring signals
• Awards or recognition

Step 3: Deep Website Analysis (Firecrawl)

mcp__firecrawl__firecrawl_scrape({
  url: prospect.website,
  formats: ["markdown"],
  includePaths: ["/about", "/team", "/contact"]
})

Extract:

• Full company description
• Team members with roles
• Service offerings
• Contact information
• Tech stack indicators

Step 4: Pain Point Synthesis

Based on gathered data, generate:

• Pain point hypothesis (why they need Maad House)
• Portfolio match (Byron, Linkilaw, Ardour)
• Opening hook (specific observation)
• Personalization notes

Step 5: Campaign-Specific ICP Scoring

Load scoring model from campaigns.json[campaign].scoring:

const weights = campaign.scoring.weights;
// Each campaign can define its own weight distribution
// Default: Firmographic (35), Buying Intent (40), Accessibility (25)
// Legal might weight "outsourcing tendency" higher
// DTC might weight "growth signals" higher

Apply campaign-specific scoring:

• Firmographic (default 35 points) - size, industry, geography
• Buying Intent (default 40 points) - website score, signals, timing
• Accessibility (default 25 points) - contact found, email verified, LinkedIn available

Output

MH-2026-051 Enriched: The Northern Quarter Kitchen
Campaign: hospitality
Company: The Northern Quarter Kitchen (Hospitality - Restaurant)
Website: nqkitchen.co.uk | Design Score: 2/5 (outdated)
Signals: Expansion (new location), Hiring (chef de partie)
Cross-campaign check: No collisions
Contact: James Morrison (Founder)
Email: james@nqkitchen.co.uk  Verified (92% confidence)
LinkedIn: linkedin.com/in/jamesmorrison-nqk
Pain Point: Expanding to second location but website doesn't
reflect brand quality. Instagram has 12K followers but website
looks like 2018.
Portfolio Match: Byron (multi-location restaurant rebrand)
Hook: "Your Instagram shows a packed house every night, but your
website tells a different story. With the Ancoats location coming..."
ICP Score: 82/100 | Tier: A (hospitality scoring model)
Stage: website_qualified -> enriched

Dependencies

• Hunter.io MCP (email finding + verification)
• Gemini MCP (business research)
• Firecrawl MCP (deep scraping)
• ICP definition

2.3 /outreach-draft (UPDATED)
File: Maad House/Marketing/GTM/skills/outreach-draft/SKILL.md

/outreach-draft (V2.2 - Campaign-Aware)

Updated: 2026-02-07 | Inline personalized copy using campaign-specific templates and proof points

Purpose

Invocation

/outreach-draft hospitality MH-2026-051 T1   # Generate T1 for hospitality campaign
/outreach-draft legal-lawtech MH-2026-075 T1 # Generate T1 for legal campaign
/outreach-draft hospitality --batch due       # All due today in hospitality
/outreach-draft --batch due                   # All due today across ALL campaigns

Campaign-Specific Loading

Workflow

A-Tier Prospects (Full Personalization)

Claude writes the email inline using:

• Website issues from qualification
• Growth signals from enrichment
• Pain point hypothesis
• Campaign-specific portfolio match (e.g., Byron for hospitality, Linkilaw for legal, SKYMOD for DTC)
• Campaign-specific proof points from campaigns/{campaign-id}/collateral/

• Subject line under 50 chars
• Body under 150 words
• 3 paragraphs max
• Specific observation in opening
• Clear but soft CTA
• Sign off as Reece from Maad House

B/C-Tier Prospects (Template-Based)

Use standard template with variable substitution:

Hi {{first_name}},
{{opening_hook}}
We recently helped {{portfolio_company}} with a similar challenge -
{{portfolio_outcome}}.
Maad House specializes in brand and web design for UK {{industry}}
businesses. Would a 15-minute call next week be useful?
Best,
Reece
maad.house

Batch Mode

For batch generation:

Output

Email Draft: LEAD-051 - T1
To: james@nqkitchen.co.uk
Subject: Quick thought on NQ Kitchen + Ancoats
Hi James,
Your Instagram shows a packed house every night - clearly NQ Kitchen
has found its crowd. But your website tells a different story. With
the Ancoats location coming, there's a window to bring the two in line.
We helped Byron refresh their brand across 50+ locations while they
were expanding. The result: a cohesive identity that travels.
Worth a 15-minute chat to see if there's a fit?
Reece
Maad House
maad.house
Personalization Score: 9/10
Status: Draft (ready for review)

Dependencies

• Prospect file (enriched)
• Sequence templates

Part 3: Implementation Checklist

Phase 1: Skill Updates (Days 1-2)

• ☐ Update /lead-source skill with website-first workflow

• ☐ Update /lead-enrich skill with pre-condition

• ☐ Update /outreach-draft skill

Phase 2: Integration Testing (Days 3-4)

• ☐ Full pipeline test: Source -> Qualify -> Enrich -> Draft

• ☐ Validate outputs

Phase 3: Multi-Campaign Setup (Days 5-7)

• ☐ Create campaigns.json campaign registry

• ☐ Create campaign folder structure

• ☐ Create campaign-specific collateral

• ☐ Update pipeline schema

Phase 4: Production Rollout (Week 2)

• ☐ Activate hospitality campaign first (existing 50 prospects)
• ☐ Run production batch: 50 prospects
• ☐ Generate first week of outreach
• ☐ Activate second campaign (legal-lawtech) with 15-20 prospects
• ☐ Monitor reply rates per campaign
• ☐ Iterate based on results

Part 4: Success Metrics

Immediate (Post-Implementation)

30-Day (Per Campaign)

90-Day (Aggregate)

Part 5: Tool Configuration

Firecrawl Agent

Confirmed Working:

• JSON Schema format required (not shorthand)
• ~10 credits per agent query
• Supports batch URL analysis
• 35 seconds for 15 prospects typical

{
  "type": "object",
  "properties": {
    "results": {
      "type": "array",
      "items": {
        "type": "object",
        "properties": {
          "field_name": {"type": "string"}
        }
      }
    }
  }
}

Hunter.io

Credit Efficiency:

Typical: 2 credits per prospect

Gemini

Best For:

• Business research and news
• Signal detection

• Website scraping (use Firecrawl)
• Email finding (use Hunter)

Part 7: Multi-Campaign Architecture

7.1 Core Concept

Campaign is a first-class object encapsulating everything needed to run an independent outbound motion: ICP, scoring model, outreach sequences, collateral, geography, and cadence. All campaigns share a single pipeline (index.json) with cross-campaign deduplication.

Aligned with SKYMOD GTM V2.1 — same architecture, different campaigns.

7.2 Campaign Registry (campaigns.json)

{
  "campaigns": [
    {
      "id": "hospitality",
      "name": "UK Premium Hospitality",
      "status": "active",
      "priority": 1,
      "icpFile": "campaigns/hospitality/icp-definition.md",
      "positioningFile": "campaigns/hospitality/positioning.md",
      "sequencesDir": "campaigns/hospitality/outreach-sequences/",
      "collateralDir": "campaigns/hospitality/collateral/",
      "geography": ["GB"],
      "stages": ["discovered", "website_qualified", "enriched", "outreach_started", "replied", "meeting_booked", "proposal_sent", "won", "lost"],
      "touchCount": 3,
      "cadence": { "t1_to_t2": 5, "t2_to_t3": 7 },
      "scoring": {
        "model": "website-first",
        "weights": { "firmographic": 35, "buying_intent": 40, "accessibility": 25 }
      },
      "proofPoints": ["Byron", "Mother Clucker", "Forecourt Eye"]
    },
    {
      "id": "legal-lawtech",
      "name": "UK Legal & LawTech",
      "status": "planned",
      "priority": 2,
      "geography": ["GB"],
      "scoring": {
        "model": "website-first",
        "weights": { "firmographic": 30, "buying_intent": 40, "accessibility": 30 }
      },
      "proofPoints": ["Linkilaw"]
    },
    {
      "id": "ecommerce-dtc",
      "name": "UK E-Commerce / DTC Brands",
      "status": "planned",
      "priority": 3,
      "geography": ["GB"],
      "scoring": {
        "model": "website-first",
        "weights": { "firmographic": 30, "buying_intent": 45, "accessibility": 25 }
      },
      "proofPoints": ["SKYMOD"]
    },
    {
      "id": "lifestyle-wellness",
      "name": "UK Lifestyle & Wellness",
      "status": "planned",
      "priority": 4,
      "geography": ["GB"],
      "scoring": {
        "model": "website-first",
        "weights": { "firmographic": 35, "buying_intent": 40, "accessibility": 25 }
      },
      "proofPoints": ["Hospitality portfolio"]
    }
  ]
}

7.3 Campaign Lifecycle

planned → active → paused → archived
                ↑       │
                └───────┘  (can unpause)

7.4 Cross-Campaign Rules

7.5 Planned Campaigns Detail

Campaign 1: Hospitality (Current — to be migrated)

Campaign 2: Legal & LawTech

Campaign 3: E-Commerce / DTC Brands

Campaign 4: Lifestyle & Wellness

7.6 SKYMOD-Maad House Flywheel

Every SKYMOD success strengthens the Maad House DTC pitch. Every DTC client validates the model:

SKYMOD wins customer → Maad House gets attribution
  → "We built this brand" → DTC prospects see real results
    → DTC client signs → Proves the model → More SKYMOD investment
      → Better SKYMOD results → Stronger case study → Loop continues

The ecommerce-dtc campaign gets stronger over time without additional marketing spend. This is a structural competitive advantage no other design agency can replicate.

7.7 Migration Steps (When Executed)

Blocker: Step 9 (Outlook auth) blocks ALL outreach across all campaigns.

7.8 Cross-Business Architecture Alignment

Both SKYMOD and Maad House GTM engines share the same multi-campaign architecture:

Differences:

Appendix A: Updated Pipeline Schema (V2.2 — Campaign-Aware)

{
  "id": "MH-2026-051",
  "campaign": "hospitality",
  "company": {
    "name": "The Northern Quarter Kitchen",
    "website": "https://nqkitchen.co.uk",
    "industry": "Hospitality",
    "subIndustry": "Restaurant",
    "size": "10-50",
    "country": "GB",
    "city": "Manchester"
  },
  "website_qualification": {
    "score": 2,
    "assessment": "Dated 2018 design, poor mobile experience",
    "issues": [
      "Non-responsive layout",
      "PDF menus instead of web",
      "No booking integration",
      "Slow loading images"
    ],
    "qualified": true,
    "qualified_date": "2026-02-05"
  },
  "contact": {
    "name": "James Morrison",
    "role": "Founder",
    "email": "james@nqkitchen.co.uk",
    "linkedin": "https://linkedin.com/in/jamesmorrison",
    "email_verified": true,
    "email_confidence": 92
  },
  "research": {
    "description": "Independent restaurant in Northern Quarter...",
    "signals": ["Expansion to Ancoats", "Hiring chef de partie"],
    "news": ["Featured in Manchester Evening News Jan 2026"],
    "competitors": ["Mackie Mayor", "Rudy's Pizza"]
  },
  "personalization": {
    "pain_point": "Growing brand with dated digital presence",
    "portfolio_match": "Byron",
    "hook": "Your Instagram shows a packed house every night..."
  },
  "scoring": {
    "firmographic": 28,
    "buying_intent": 35,
    "accessibility": 19,
    "total": 82,
    "tier": "A"
  },
  "stage": "enriched",
  "sequence": {},
  "dates": {
    "added": "2026-02-05",
    "website_qualified": "2026-02-05",
    "enriched": "2026-02-05",
    "last_activity": "2026-02-05"
  },
  "folderPath": "prospects/northern-quarter-kitchen/"
}

Campaign Field Rules

Valid values: Must match an ID in Marketing/GTM/campaigns.json

Cross-campaign dedup rules:

• Same contact (email) MUST NOT receive emails from two campaigns simultaneously
• Same company, different contacts, different campaigns = OK
• Dedup checks company.website across ALL campaigns before adding

Pipeline-Level Campaign Structure

{
  "version": "2.2",
  "campaigns": ["hospitality", "legal-lawtech", "ecommerce-dtc", "lifestyle-wellness"],
  "stats": {
    "byCampaign": {
      "hospitality": { "total": 50, "tiers": { "A": 11, "B": 20, "C": 15, "D": 4 } },
      "legal-lawtech": { "total": 0, "tiers": {} },
      "ecommerce-dtc": { "total": 0, "tiers": {} },
      "lifestyle-wellness": { "total": 0, "tiers": {} }
    }
  },
  "prospects": [ ... ]
}

Part 6: Prospect Storage

6.1 Directory Structure

Every prospect (all tiers) gets a dedicated folder:

Maad House/Sales/prospects/{company-slug}/
├── research.md                  # Company research (Firecrawl + manual)
├── prospect-{name-slug}.md     # Decision-maker profile (one per contact)
├── outreach/                    # All outreach communications
│   ├── t1.md                   # Touch 1 email draft/sent
│   ├── t2.md                   # Touch 2 follow-up
│   └── replies/                # Inbound replies
│       └── {date}-reply.md
├── assets/                     # Visual files
│   ├── screenshot-current.png  # Website screenshot
│   ├── mockup-*.png           # Design mockups
│   └── logo-*.png             # Logos
└── pitch/                      # Pitch deck (A-tier)
    └── index.html              # Deployed to maad.house/pitches/{slug}/

6.2 When Folders Are Created

6.3 Cross-Reference

pipeline/index.json includes folderPath for each prospect:

{
  "id": 2,
  "company": "Mowgli Street Food",
  "folderPath": "prospects/mowgli/",
  ...
}

6.4 Reply Handling

When a prospect replies:

6.5 Templates

Reusable templates in Sales/prospects/_template/:

• research-template.md — company research structure
• prospect-template.md — contact profile structure
• outreach-template.md — email draft structure

Appendix B: File Structure (V2.2 — Campaign-Aware)

Maad House/
├── Marketing/
│   └── GTM/
│       ├── gtm-engine-build-plan.md            # Original V1 plan
│       ├── gtm-engine-v2-implementation.md      # This document (V2.2)
│       ├── multi-campaign-architecture.md       # Architecture reference
│       ├── firecrawl-agent-test-results.md      # Test validation
│       ├── campaigns.json                       # Campaign registry (NEW)
│       │
│       ├── campaigns/                           # Per-campaign content (NEW)
│       │   ├── hospitality/                     # Migrated from current ICP
│       │   │   ├── icp-definition.md
│       │   │   ├── positioning.md
│       │   │   ├── outreach-sequences/
│       │   │   │   ├── t1-cold-intro.md
│       │   │   │   ├── t2-follow-up.md
│       │   │   │   └── t3-breakup.md
│       │   │   └── collateral/
│       │   │       └── pitch-decks/             # Custom per-prospect decks
│       │   │
│       │   ├── legal-lawtech/
│       │   │   ├── icp-definition.md
│       │   │   ├── positioning.md
│       │   │   ├── outreach-sequences/
│       │   │   └── collateral/
│       │   │       └── linkilaw-case-study.md
│       │   │
│       │   ├── ecommerce-dtc/
│       │   │   ├── icp-definition.md
│       │   │   ├── positioning.md
│       │   │   ├── outreach-sequences/
│       │   │   └── collateral/
│       │   │       └── skymod-case-study.md
│       │   │
│       │   └── lifestyle-wellness/
│       │       ├── icp-definition.md
│       │       ├── positioning.md
│       │       ├── outreach-sequences/
│       │       └── collateral/
│       │
│       ├── skills/
│       │   ├── lead-source/SKILL.md             # UPDATED (campaign-aware)
│       │   ├── lead-enrich/SKILL.md             # UPDATED (cross-campaign dedup)
│       │   └── outreach-draft/SKILL.md          # UPDATED (campaign templates)
│       │
│       └── [LEGACY — icp-definition.md, sequences/ stay until migration]
│
├── Sales/
│   ├── prospects/                               # Per-prospect folders (all campaigns)
│   │   ├── _template/                           # Reusable templates
│   │   ├── mowgli/                              # hospitality campaign
│   │   │   ├── research.md
│   │   │   ├── prospect-lucy-worth.md
│   │   │   ├── outreach/t1.md
│   │   │   ├── assets/
│   │   │   └── pitch/index.html
│   │   ├── linkilaw/                            # legal-lawtech campaign (future)
│   │   └── ... (50+ prospects across all campaigns)
│   ├── pipeline/
│   │   ├── index.json                           # SINGLE pipeline (all campaigns, with campaign field)
│   │   └── SCHEMA.md                            # Updated with campaign field + dedup rules
│   └── outbox/                                  # Archive of sent emails

Document Version: 2.2 (Multi-Campaign) | Created: 2026-02-05 | Trimmed: 2026-02-06 | Multi-Campaign: 2026-02-07 | Ready for Execution