What This Is

A practical blueprint to build a lightweight router that fixes the most expensive leak in your funnel — the first decision. It turns messy inputs into a clear next step the user actually wanted.

The Four Moves (Do These in Order)

1) Capture

Collect raw signals without friction: form fields, hidden inputs (UTM, referrer), declared goal, device, geo.

2) Normalize

Clean for legibility and routing: - Country → ISO‑3166‑1 alpha‑2 (FR, US, AE)

- Phone → E.164 (+14155552671)

- Email → lower‑case + disposable‑domain filter

- Intent → shortlist: Learn • Trial • Buy

- Channel → utm_source whitelist

3) Score (0–10)

Additive, human‑readable: - Role fit (0–3) • Company size (0–2) • Declared timeline (0–2) • Prior behavior (0–3).

4) Route

Map intent + score band to the next step: page variant, onboarding, calendar, checkout, or sales queue.

Target SLO: 90% of leads routed in < 2 minutes end‑to‑end. Time‑to‑route is the KPI that predicts everything downstream.

Intent Labels Beat Personas (Operationally)

• Learn → Give the map: resource hub card + light nurture.

• Trial → Give the project: 3‑minute setup + first‑aha checklist.

• Buy → Give the shortcut: checkout + risk‑reversal copy (guarantee/credit‑back).

Keep labels obvious enough that a user would pick them themselves.

Scoring That Makes a Decision (Not a Debate)

Formula (additive): Role (0–3) + Size (0–2) + Timeline (0–2) + Behavior (0–3) → 0–10.

Bands → Route:

- 0–3 → Self‑serve path (Learn) + qualify later.

- 4–6 → Standard path (Trial) + automated aha.

- 7–10 → Fast lane (Buy/calendar) + human follow‑up SLA.

Start simple; complexity is a cost.

Example Routing Table (starter)

• Learn (0–6): Sent to a resource hub + 3-email nurture. Success = click to guide or toolkit.

• Trial (4–10): Routed to onboarding with a first-aha checklist. Success = aha within 24h.

• Buy (7–10): Directed to checkout with guarantee + upsell. Success = completed purchase.

Friday demo prompt: “Here are the logs showing inputs → normalized fields → score → route → outcome.”

GHL Quick‑Start (RousseauAI Stack)

Pipeline: Intake Router with stages Captured → Normalized → Scored → Routed → Outcome.

Custom fields: intent_label, score_total, score_reason, time_to_route, destination, demo_url.

Automations:

- Webhook in: on form submit; normalize; compute score; set intent_label + destination.

- SLA checks: alert if time_to_route > 120s.

- Nurture: branch by intent → send first step (map/project/shortcut).

Dashboard widgets: Time‑to‑route (median), Correct label %, Activation (trial), Checkout rate (buy).

Notion/Sheets Schema (copy‑paste)

Columns: email • phone • country • utm_source • intent_declared • intent_label • role • size • timeline • behavior • score_total • destination • routed_at • time_to_route • outcome • learning

Formula: time_to_route = routed_at - submitted_at

Instrumentation & Logs (so humans trust it)

• Events: form_submitted → normalize_done → score_done → route_decided → page_variant_served → outcome.

• Log payload: inputs, normalized fields, score breakdown, chosen route.

• Misroute review: export 10 random routes/week; annotate “correct?” → fix labels/thresholds.

Common Failure Modes (and quick fixes)

• Everything goes to one path. Thresholds too high/low → rebalance bands using last week’s data.

• Slow routing. Bottleneck in webhooks → move normalization to edge function; pre‑validate on client.

• Spam/noise. Add rate‑limit + disposable email filter; bot check on suspicious velocity.

• Ambiguous labels. Replace jargon with verbs: Learn • Trial • Buy.

Security & Privacy Notes

• Mask PII in logs (last 4 digits; hash emails if exporting).

• Honor consent for nurture by intent; include one‑click stop.

• Keep scoring rules in config, not code, so non‑devs can adjust.

Acceptance Checklist (“Done Means Done”)

• Time‑to‑route under 2 minutes (p50).

• Correct label rate ≥ 75% in week one.

• Routing table documented (who gets what and why).

• Logs show inputs → normalized → score → route with one example per band.

• Friday demo clip + one‑sentence learning attached.

What to Do Next (Pick Your Path)

• Get the Toolkit → Done‑for‑you router rules and templates.

• Try the 7‑Day Challenge → Build your router in a week; $97 becomes credit toward a Toolkit.

• Open the Picker → Fastest path to Book • $97 Challenge • Toolkits.