## Asset Header

- **Asset ID:** MPB-BVH-CEM-TechnicalDesign-v01
- **Version:** v01
- **Status:** Draft
- **Owner:** Victor Heredia
- **IntellBank:** IB-BVH-Publications
- **Tipo:** MPB — MasterPlaybook
- **Propósito:** CONVERSION EVENT MAP — Technical Design
- **Última actualización:** 2026-04-11

---

# CONVERSION EVENT MAP — Technical Design
## MTB-CEM v1.0 — Demand & Conversion MetaFactory | Factory Orchestration Layer L3

---

| Field | Detail |
|---|---|
| **Asset ID** | MP-DAC-CEM-001 |
| **Version** | v1.0 |
| **Layer** | L3 — Factory Orchestration |
| **MetaFactory** | Demand & Conversion |
| **Asset Type** | Type E — Orchestration Engine |
| **Risk Tier** | R3 — Revenue-Critical Infrastructure |
| **Depends On** | CHTSM v1.1 (MP-DAC-CHTSM-001) |
| **MasterPlaybook Pilot** | Hybrid — Content Modules + AI Sherpa Sessions |
| **High-Ticket Offer** | Demand & Conversion MetaFactory Deployment |
| **Price Band** | $25,000 – $75,000 \| Milestone-Based |
| **ICP Maturity Target** | L3 Primary \| L4 Priority \| L2 Eligible |
| **Primary Authority** | Human Owner: Victor Heredia \| AI Role: AISherpa |
| **Status** | New Structural Asset — Track A Governed |

---

## TABLE OF CONTENTS

- [I. Event Taxonomy](#i-event-taxonomy)
- [II. Scoring Framework](#ii-scoring-framework)
- [III. Decision Tree Layer](#iii-decision-tree-layer)
- [IV. AI Sherpa Behavioral Protocol](#iv-ai-sherpa-behavioral-protocol)
- [Appendix: Integration with CHTSM v1.1](#appendix-integration-with-chtsm-v11)

---

# I. EVENT TAXONOMY

> All events must be: Observable, Loggable, Scorable. Events originate from two sources in the Hybrid MasterPlaybook: (1) Content Layer — module interactions, and (2) AI Sherpa Layer — conversational sessions.

---

## 1.1 Educational Events

*Definition: Signals that measure depth and quality of content engagement. These establish baseline readiness but do not trigger conversion routing alone.*

### Content Layer Events

| Event ID | Event Name | Observable Trigger | Loggable? | Score Weight |
|---|---|---|---|---|
| EVT-ED-C-001 | Module_Completed | User completes a full content module | ✅ | +2 RS |
| EVT-ED-C-002 | Time_On_Module | Session > 10 minutes on a single module | ✅ | +1 RS |
| EVT-ED-C-003 | Section_Revisit | User returns to a previously viewed section | ✅ | +2 RS |
| EVT-ED-C-004 | Deep_Scroll | User scrolls through > 80% of a long-form module | ✅ | +1 RS |
| EVT-ED-C-005 | Resource_Download | User downloads a supplementary resource or template | ✅ | +2 RS |
| EVT-ED-C-006 | Multi_Module_Session | User completes 2+ modules in a single session | ✅ | +3 RS |

### AI Sherpa Session Events

| Event ID | Event Name | Observable Trigger | Loggable? | Score Weight |
|---|---|---|---|---|
| EVT-ED-S-001 | Session_Initiated | User starts a new AI Sherpa session | ✅ | +1 RS |
| EVT-ED-S-002 | Session_Duration_High | Session duration > 15 minutes | ✅ | +2 RS |
| EVT-ED-S-003 | Follow_Up_Questions | User asks 3+ follow-up questions in one session | ✅ | +2 RS |
| EVT-ED-S-004 | Session_Completed | User ends session intentionally (vs. abandoning) | ✅ | +1 RS |
| EVT-ED-S-005 | Session_Return | User initiates a second session within 72 hours | ✅ | +3 RS |
| EVT-ED-S-006 | Topic_Depth | User explores a topic across 4+ exchanges | ✅ | +2 RS |

---

## 1.2 Intent Signals

*Definition: Observable behaviors that indicate movement from learning to buying consideration. These signals require immediate scoring update and potential routing adjustment.*

### Content Layer Intent Events

| Event ID | Event Name | Observable Trigger | Loggable? | Score Weight |
|---|---|---|---|---|
| EVT-INT-C-001 | Pricing_Section_Visited | User navigates to pricing or investment content | ✅ | +3 RS +2 US |
| EVT-INT-C-002 | Implementation_Module_Accessed | User opens implementation-focused or "how to deploy" modules | ✅ | +2 RS +1 US |
| EVT-INT-C-003 | ROI_Content_Engaged | User spends > 5 min on ROI or results content | ✅ | +2 RS |
| EVT-INT-C-004 | Case_Study_Accessed | User views a client case study | ✅ | +2 RS +1 IFS |
| EVT-INT-C-005 | Multiple_Intent_Signals | 3+ intent events in a 48-hour window | ✅ | +4 RS +2 US |

### AI Sherpa Session Intent Events

| Event ID | Event Name | Observable Trigger | Score Weight |
|---|---|---|---|
| EVT-INT-S-001 | Pricing_Question | User asks about investment, cost, or price | +4 RS +3 US |
| EVT-INT-S-002 | Implementation_Question | "How would this work in my business?" / "How do I apply this?" | +4 RS +2 US |
| EVT-INT-S-003 | Urgency_Language | "I need this now" / "We're behind" / "Q4 is coming" | +3 RS +4 US |
| EVT-INT-S-004 | Apply_Language | "How do I get started?" / "What's the next step?" | +5 RS +3 US |
| EVT-INT-S-005 | Comparison_Question | "How is this different from X?" | +2 RS +1 US |
| EVT-INT-S-006 | Availability_Question | "When can we start?" / "How long does it take?" | +4 RS +3 US |

---

## 1.3 Maturity Signals

*Definition: Signals that confirm or deny ICP fit. These directly update the ICP Fit Score (IFS). Maturity signals are the primary gate for escalation eligibility.*

### AI Sherpa Session Maturity Events

| Event ID | Event Name | Observable Trigger | Score Weight |
|---|---|---|---|
| EVT-MAT-S-001 | Revenue_Disclosed_In_Range | User mentions ARR between $1M–$5M | +5 IFS |
| EVT-MAT-S-002 | Revenue_Disclosed_Below_Range | User mentions ARR below $750K | −10 IFS (disqualify review) |
| EVT-MAT-S-003 | Revenue_Disclosed_Above_Range | User mentions ARR above $5M | +3 IFS (flag for L5 review) |
| EVT-MAT-S-004 | Team_Size_Disclosed | User mentions team of 2–15 people | +3 IFS |
| EVT-MAT-S-005 | Offer_Described_Services | User describes a services-based or consulting offer | +4 IFS |
| EVT-MAT-S-006 | Budget_Readiness_Signal | User references budget, investment capacity, or prior spend | +4 IFS |
| EVT-MAT-S-007 | Decision_Authority_Confirmed | "I decide this" / "This is my call" / "I run the business" | +5 AAS |
| EVT-MAT-S-008 | Delegation_Pain_Expressed | User describes failed attempt to delegate sales | +3 IFS +2 RS |
| EVT-MAT-S-009 | Founder_Dependency_Acknowledged | User explicitly identifies themselves as the bottleneck | +4 IFS +3 RS |
| EVT-MAT-S-010 | Prior_Investment_Referenced | User mentions previous spend on business systems ($10K+) | +3 IFS |

### Content Layer Maturity Events

| Event ID | Event Name | Observable Trigger | Score Weight |
|---|---|---|---|
| EVT-MAT-C-001 | Revenue_Stage_Content | User accesses $1M–$5M ARR-specific content | +2 IFS |
| EVT-MAT-C-002 | Delegation_Content_Accessed | User views content on team structure or delegation | +2 IFS +1 RS |
| EVT-MAT-C-003 | Scaling_Content_Accessed | User views content on scaling without founder | +3 IFS +2 RS |

---

## 1.4 Objection Signals

*Definition: Signals that indicate resistance or risk concerns. Objection signals do NOT stop routing — they trigger the AI Sherpa to deploy CHTSM objection architecture before advancing.*

| Event ID | Event Name | Observable Trigger | Score Weight | AI Sherpa Action |
|---|---|---|---|---|
| EVT-OBJ-S-001 | Risk_Language | "What if it doesn't work?" / "I'm not sure" | −1 RS | Deploy CHTSM 4.1 or 4.3 response |
| EVT-OBJ-S-002 | Time_Constraint | "I don't have time" / "We're too busy right now" | −2 US | Deploy CHTSM 4.1 structural response |
| EVT-OBJ-S-003 | ROI_Skepticism | "Can you prove the ROI?" / "I need to see results first" | −1 RS | Deploy CHTSM 4.3 economic response |
| EVT-OBJ-S-004 | Previous_Failure | "We tried something like this" / "We built a playbook before" | −2 RS | Deploy CHTSM 4.1 structural response |
| EVT-OBJ-S-005 | Identity_Signal | "I prefer to handle this myself" / "I'm a relationship seller" | −1 RS | Deploy CHTSM 4.4 identity response |
| EVT-OBJ-S-006 | Proxy_Decision | "I need to check with my partner/CFO" | −3 AAS | Surface decision authority. Do not advance. |
| EVT-OBJ-S-007 | Price_Shock | "That's more than I expected" | −2 IFS | Deploy CHTSM 4.3 economic framing |
| EVT-OBJ-S-008 | Scope_Reduction_Request | "Can we start with something smaller?" | −2 IFS | Deploy CHTSM 4.3 scope response |

> **Rule:** Objection signals are temporary score reductions. If the CHTSM objection response resolves the objection (confirmed by follow-up language), restore the score reduction and log: `[OBJECTION_RESOLVED]`.

---
# II. SCORING FRAMEWORK

> All scores are cumulative and updated in real-time as events are logged. The Total Score determines routing disposition.

---

## 2.1 Score Dimensions

| Score | Abbrev | Range | What It Measures |
|---|---|---|---|
| Readiness Score | RS | 0–20 | Depth of content engagement + strength of intent signals |
| ICP Fit Score | IFS | 0–20 | Maturity, revenue stage, offer type, budget readiness |
| Urgency Score | US | 0–10 | Urgency language density + timeline proximity |
| Authority Alignment Score | AAS | 0–10 | Decision authority confirmation + identity alignment |
| **Total Score** | **TS** | **0–60** | **Sum of all four dimensions** |

---

## 2.2 Score Caps and Decay Rules

| Rule | Detail |
|---|---|
| RS Cap | Maximum 20. Cannot exceed cap regardless of event accumulation. |
| IFS Cap | Maximum 20. Cannot exceed cap. |
| US Cap | Maximum 10. Urgency signals beyond cap are still logged but do not increase score. |
| AAS Cap | Maximum 10. AAS can only be earned through explicit AI Sherpa session signals. |
| Score Decay | If 14+ days pass with no new events, RS decays by 2 points per week. Other scores hold. |
| Objection Penalty | Objection signals reduce score as shown in Event Taxonomy. Penalties are reversible on resolution. |

---

## 2.3 Routing Thresholds

| Routing Decision | Conditions | Priority |
|---|---|---|
| **Continue Education** | TS < 20 OR IFS < 8 | Default state |
| **Trigger Diagnostic** | TS 20–29 AND IFS ≥ 8 | AI Sherpa deploys diagnostic questions |
| **Formulate Contextual Offer** | TS 30–39 AND IFS ≥ 10 | AI Sherpa introduces MetaFactory concept |
| **Escalate to Strategy Call** | TS ≥ 40 AND IFS ≥ 14 AND RS ≥ 12 | Generate pre-call brief. Route to Victor. |
| **Disqualify** | CHTSM 3.2 trigger active OR IFS < 5 at any TS | Remove from routing. Log and nurture if applicable. |

> **Override Rule:** CHTSM 3.2 Disqualification Criteria supersede ALL score thresholds. A disqualification trigger disqualifies regardless of TS.

---

## 2.4 Diagnostic Question Bank

*Deployed when routing decision = Trigger Diagnostic. AI Sherpa selects 3–5 questions from this bank based on missing IFS data.*

| Question ID | Question | Scores Updated On Response |
|---|---|---|
| DQ-001 | "What does your business look like today — what type of work do you do?" | IFS (offer type) |
| DQ-002 | "Roughly where is your revenue right now — are you in the $1M–$5M range?" | IFS (revenue stage) |
| DQ-003 | "How do you currently bring in new clients?" | IFS (sales model) |
| DQ-004 | "Is the sales process something you handle personally, or do you have a team for that?" | IFS (founder dependency) + AAS |
| DQ-005 | "What would solving this look like for you in the next 90 days?" | US (timeline) + RS |
| DQ-006 | "Have you tried to build a system like this before?" | IFS (maturity) |
| DQ-007 | "Is investment in a solution like this something you would decide on your own?" | AAS (decision authority) |

![[Pasted image 20260323175950.png]]


# III. DECISION TREE LAYER

> All routing is deterministic. No ambiguity. No AI judgment calls at the routing level.

---

## 3.1 Primary Routing Logic

```
─────────────────────────────────────────────────────────────────
EVENT LOGGED → UPDATE SCORES → EVALUATE ROUTING THRESHOLDS
─────────────────────────────────────────────────────────────────

STEP 1: CHECK DISQUALIFICATION (CHTSM 3.2)
  IF any CHTSM 3.2 disqualification trigger is active:
    → ROUTE: DISQUALIFY
    → TAG CRM: [DISPOSITION_DISQUALIFIED]
    → EXIT routing logic
    → Add to nurture sequence if IFS ≥ 5 at time of disqualification
  ELSE: continue to Step 2

STEP 2: EVALUATE IFS
  IF IFS < 5:
    → ROUTE: DISQUALIFY (ICP mismatch)
    → TAG CRM: [ICP_MISMATCH]
    → EXIT routing logic
  IF IFS < 8:
    → ROUTE: CONTINUE EDUCATION
    → AI Sherpa: continue guiding. No diagnostic. No offer.
    → EXIT routing logic
  ELSE: continue to Step 3

STEP 3: EVALUATE TOTAL SCORE
  IF TS < 20:
    → ROUTE: CONTINUE EDUCATION
    → AI Sherpa: targeted content recommendations
    → EXIT routing logic

  IF TS 20–29 AND IFS ≥ 8:
    → ROUTE: TRIGGER DIAGNOSTIC
    → AI Sherpa: deploy 3–5 Diagnostic Questions (Section 2.4)
    → Update scores from diagnostic responses
    → Re-evaluate routing after diagnostic completion
    → EXIT routing logic

  IF TS 30–39 AND IFS ≥ 10:
    → ROUTE: FORMULATE CONTEXTUAL OFFER
    → AI Sherpa: introduce Demand & Conversion MetaFactory concept
    → Monitor for objection signals
    → IF objection: deploy CHTSM Section IV response, then re-evaluate
    → IF positive response: advance scoring +3 RS
    → EXIT routing logic

  IF TS ≥ 40 AND IFS ≥ 14 AND RS ≥ 12:
    → ROUTE: ESCALATE TO STRATEGY CALL
    → Generate pre-call brief (SK-AI-RECAP-005)
    → TAG CRM: [DISPOSITION_ADVANCE]
    → Route to Victor's calendar
    → EXIT routing logic

  IF TS ≥ 40 AND (IFS < 14 OR RS < 12):
    → ROUTE: TRIGGER DIAGNOSTIC (missing IFS or RS data)
    → AI Sherpa: surface missing qualification data
    → Do NOT escalate until all three thresholds are met
    → EXIT routing logic
─────────────────────────────────────────────────────────────────
```

---

## 3.2 Explicit Exclusion Rules

| Rule ID | Exclusion Rule |
|---|---|
| EXR-001 | AI Sherpa NEVER proposes a Strategy Call before TS ≥ 40. |
| EXR-002 | AI Sherpa NEVER presents pricing before IFS ≥ 10. |
| EXR-003 | Escalation to Victor NEVER occurs without RS ≥ 12. |
| EXR-004 | AI Sherpa NEVER introduces the offer if an active unresolved objection is logged. |
| EXR-005 | A CHTSM 3.2 disqualification trigger supersedes all score thresholds — no override permitted. |
| EXR-006 | AI Sherpa NEVER confirms a Strategy Call time without pre-call brief generation complete. |
| EXR-007 | If AAS < 3, AI Sherpa must surface decision authority question (DQ-007) before any offer. |
| EXR-008 | Score decay (RS −2/week after 14 days inactive) can move a prospect back to education routing. |

---

## 3.3 Re-Entry Logic

| Scenario | Re-Entry Action |
|---|---|
| Disqualified prospect re-engages after 90 days | Re-run full scoring from zero. Previous disqualification does not carry forward if ICP condition has changed. |
| HOLD disposition — no response in 30 days | Return to education routing. Reduce RS by 3. |
| Objection resolved (CHTSM response acknowledged) | Restore objection score penalty. Continue routing from current TS. |
| Score decay brings TS below threshold | Return to lower routing tier. AI Sherpa resumes guidance mode. |
| New urgency signal after extended inactivity | US updated immediately. Re-evaluate routing thresholds. |

---

# IV. AI SHERPA BEHAVIORAL PROTOCOL

> The AI Sherpa is a deterministic executor of the CEM routing logic. It does not interpret. It does not improvise. It follows the protocol below with zero deviation.

---

## 4.1 When AI Sherpa Can Propose a Next Step

| Condition | Permitted Action |
|---|---|
| TS ≥ 30 AND IFS ≥ 10 | May introduce the Demand & Conversion MetaFactory concept. Framed as relevant to what the user described — not a pitch. |
| TS ≥ 40 AND IFS ≥ 14 AND RS ≥ 12 | May propose a Strategy Call. Specific, not vague: "Based on what you've described, the next step would be a 30-minute strategy session." |
| Objection resolved (CHTSM response complete) | May resume the interrupted routing path and propose the next step that was pending. |

---

## 4.2 When AI Sherpa Must Continue Guiding

| Condition | Required Behavior |
|---|---|
| TS < 30 | Remain in educational mode. Provide content recommendations. Ask one deepening question per session. |
| IFS < 10 | Surface maturity signals. Deploy Diagnostic Questions (2.4). Do not introduce offer. |
| Active unresolved objection logged | Deploy CHTSM Section IV response. Wait for resolution signal before continuing. |
| AAS < 3 | Surface decision authority (DQ-007) before any offer or escalation. |
| Missing IFS data on key dimensions | Surface the missing data through natural conversation. Do not skip. |

---

## 4.3 When AI Sherpa Escalates to Human (Victor)

| Condition | Action |
|---|---|
| TS ≥ 40 AND IFS ≥ 14 AND RS ≥ 12 | Generate pre-call brief via SK-AI-RECAP-005. Tag CRM [DISPOSITION_ADVANCE]. Present calendar link. |
| CHTSM Budget Signal = GREEN AND Decision-Maker confirmed AND ADVANCE disposition | Confirm escalation. Deliver pre-call brief context to Victor. |
| Prospect explicitly asks to speak with Victor by name | Verify qualification score meets threshold. If yes: escalate. If no: "I want to make sure that conversation is as valuable as possible for you — let me ask a few more questions first." |

---

## 4.4 When AI Sherpa Refuses Escalation

| Condition | AI Sherpa Response Logic |
|---|---|
| TS < 40 regardless of user request | "Let me make sure we're set up for the most productive conversation possible. A few more things to cover first." |
| IFS < 14 regardless of pressure | Continue diagnostic. Surface missing qualification data. Do not escalate. |
| CHTSM 3.2 disqualification trigger active | Do not escalate. Do not explain disqualification criteria. Offer continued education or redirect. |
| Pre-call brief not generated | Do not book call. Brief generation is a prerequisite. |
| AAS < 3 (decision authority not confirmed) | "Before we connect you with our strategy team, I want to make sure this is the right conversation for you. Can I ask — are you the person who would be making this kind of decision?" |

---

## 4.5 Behavioral Invariants (Non-Negotiable)

> These rules cannot be overridden by user pressure, conversational context, or any condition not explicitly listed above.

| Invariant ID | Rule |
|---|---|
| INV-001 | The AI Sherpa never books a Strategy Call without TS ≥ 40, IFS ≥ 14, RS ≥ 12 — all three simultaneously. |
| INV-002 | The AI Sherpa never presents pricing before IFS ≥ 10. |
| INV-003 | The AI Sherpa never names Victor or references "the founder" as a reachable person until escalation threshold is met. |
| INV-004 | The AI Sherpa never apologises for not escalating. It redirects. |
| INV-005 | All routing decisions are logged with timestamp, event trigger, and score state at time of decision. |
| INV-006 | CHTSM 3.2 disqualification criteria are hardcoded into the AI Sherpa's refusal logic. They cannot be argued away. |
| INV-007 | The AI Sherpa does not generate marketing content, brand statements, or persuasive copy. It is a qualification engine, not a sales rep. |

---

# APPENDIX: INTEGRATION WITH CHTSM v1.1

## Score Mapping — CEM to CHTSM

| CEM Score State | Maps to CHTSM Equivalent |
|---|---|
| TS ≥ 40, IFS ≥ 14, RS ≥ 12 | CHTSM 5.1 Pre-Call Readiness Score ≥ 12/20 |
| IFS ≥ 14 | CHTSM Maturity Level 3 or 4 |
| AAS ≥ 7 | CHTSM [DECISION_MAKER_CONFIRMED] |
| Budget Signal GREEN (EVT-MAT-S-006) | CHTSM [BUDGET_SIGNAL_GREEN] |
| CHTSM 3.2 trigger | Immediate disqualification in CEM regardless of score |

## CRM Tag Handoff

When CEM routes to Strategy Call, the following tags are passed to CHTSM protocol:

| CEM Output | CHTSM CRM Tag |
|---|---|
| Escalation threshold met | [DISPOSITION_ADVANCE] |
| ICP confirmed in range | [MATURITY_LEVEL_3] or [MATURITY_LEVEL_4] |
| Decision authority confirmed | [DECISION_MAKER_CONFIRMED] |
| Budget signal logged | [BUDGET_SIGNAL_GREEN/YELLOW/RED] |
| Pre-call brief generated | [PRE_CALL_BRIEF_COMPLETE] |

## What CEM Does NOT Do

- CEM does not run the sales call protocol (CHTSM Section V owns this)
- CEM does not handle objections beyond signalling them to CHTSM logic
- CEM does not define closing logic (CHTSM Section V.4 owns this)
- CEM does not manage follow-up sequences (CHTSM Section VI owns this)
- CEM does not generate marketing content or demand

---

> **END OF CONVERSION EVENT MAP — MTB-CEM v1.0**
>
> Asset ID: MP-DAC-CEM-001 | Depends On: MP-DAC-CHTSM-001
>
> Human Owner: Victor Heredia | masterplaybooks.com | Confidential