Complete GHL Implementation Outline
P.A.S.S. MARKETING FRAMEWORK - CO-OP BUSINESS CLUB Example
Complete GHL Implementation Outline
FRAMEWORK OVERVIEW
P - Prospecting (Lead Generation)
A - Acquire (Lead Capture & Qualification)
S - Sell (Value Ladder & Conversion)
S - Support (Onboarding & Amplification)
PHASE 1: PROSPECTING
Objective
Generate qualified leads from Meta ads and other sources
Lead Sources
Facebook/Instagram Lead Ads
Meetup registrations (manual import)
Sales Handy email replies
Website form submissions
LinkedIn DM responses
Referrals from existing members
Entry Tags (Applied at capture)
meta-lead (Facebook/Instagram)
meetup-lead (Meetup.com)
email-lead (Sales Handy)
website-lead (Website form)
linkedin-lead (LinkedIn outreach)
referral-lead (Member referral)
Pipeline Stage
Stage: New Lead
Custom Fields Created at Entry
lead_source (Text) - Where they came from
lead_captured_date (Date/Time) - When they entered
lead_status (Dropdown: New / Contacted / Qualified / Dead)
PHASE 2: ACQUIRE
Objective
Introduce leads to Marvin AI via SMS, begin qualification process
Trigger
Contact created with ANY of the entry tags from Phase 1
Workflow: Lead Acquisition
Step 1: Tag Management (Immediate)
Action: Add tag in-acquisition
Action: Remove all entry tags (meta-lead, meetup-lead, etc.)
Step 2: Pipeline Update (Immediate)
Action: Move to pipeline stage Contacted
Step 3: Custom Field Updates (Immediate)
Action: Update lead_status = "Contacted"
Action: Update first_contact_date = {{current_timestamp}}
Step 4: Initial SMS (5 minutes after entry)
Message:
Hey {{contact.first_name}}, Daniel from Co-Op Business Club.
Saw your registration - what's your biggest marketing challenge right now?
Text back and I'll connect you with Marvin (our AI assistant) who can explain how Austin businesses are sharing marketing costs through our co-op.
Action: Update custom field initial_sms_sent = "Yes"
Step 5: Wait for Response (30 minutes)
Condition: Wait 30 minutes OR SMS reply received (whichever comes first)
Step 6: Branch - Did They Reply?
BRANCH A: SMS REPLY RECEIVED
Action: Add tag sms-engaged
Action: Remove tag in-acquisition
Action: Update pipeline stage to Qualified
Action: Update lead_status = "Qualified"
Action: Send SMS
Perfect! Marvin will reach out in the next few minutes to explain how the co-op works and answer your questions. Talk soon!
Action: Create Task
Title: "Route to Marvin - Lead engaged via SMS"
Assigned to: Daniel Morel
Due: Immediate
Priority: High
Description: "{{contact.first_name}} replied: {{contact.last_incoming_message}}. Route to Marvin for qualification call."
Action: Add tag ready-for-marvin
→ EXIT to Phase 3: SELL
BRANCH B: NO SMS REPLY (After 30 minutes)
Action: Add tag sms-no-response
Action: Update lead_status = "Contacted - No Response"
Action: Wait 4 hours
Action: Send Email
Subject: "Quick question about the co-op, {{contact.first_name}}"
Body:
Hey {{contact.first_name}},
Thanks for registering for Co-Op Business Club.
Quick question - what are you currently spending on marketing each month?
Most Austin business owners tell me they're spending $2K-$5K and not getting the results they need.
I built Marvin (our AI assistant) to explain how businesses share those costs through our co-op model.
Click here to chat with Marvin: [MARVIN LINK]
Or just reply to this email and I'll get you the info.
-Daniel
Co-Op Business Club
Action: Update custom field email_followup_sent = "Yes"
Action: Wait 24 hours
Action: Check for engagement (email open OR click OR reply)
If Engaged:
Action: Add tag email-engaged
Action: Remove tag sms-no-response
Action: Update pipeline stage to Qualified
Action: Create task for follow-up → EXIT to Phase 3: SELL
If Still No Engagement:
Action: Add tag cold-lead
Action: Remove tag in-acquisition
Action: Update pipeline stage to Cold
Action: Wait 7 days, then send re-engagement SMS → EXIT to Nurture Sequence (Not part of PASS)
PHASE 3: SELL
Objective
Convert qualified leads through value ladder (Growth main, Starter downsell, Regional upsell)
Entry Requirement
Contact has tag: ready-for-marvin OR email-engaged OR linkedin-engaged
Value Ladder Structure
MAIN OFFER: Growth Tier ($1,970/month)
DOWNSELL: Starter Tier ($197/month)
UPSELL: Regional Tier ($19,700/month)
ALTERNATIVE: Attend January 29 Event (Free)
Pipeline Stages in Sell Phase
In Qualification (Marvin conversation happening)
Offer Presented (Tier recommended)
Negotiating (Handling objections)
Closing (Final decision)
Workflow: Value Ladder Sales
Step 1: Marvin Qualification Call/Chat
Trigger: Contact has tag ready-for-marvin
Action: Update pipeline stage to In Qualification
Action: Create note
MARVIN QUALIFICATION - {{current_date}}
Lead Source: {{custom_values.lead_source}}
Initial Engagement: {{contact.last_incoming_message}}
Status: Awaiting Marvin conversation
MANUAL ACTION REQUIRED: Route lead to Marvin AI (SMS or web chat) for NEPQ conversation
Marvin's Job (per training):
Problem Discovery - What are you spending on marketing?
Pain Amplification - How's that affecting your business?
Solution Alignment - Co-op model explanation
Tier Recommendation - Based on current spend
Close - Lock founding rate or confirm Jan 29 event
Custom Fields to Capture During Call:
current_marketing_spend (Number)
biggest_challenge (Text)
marvin_conversation_date (Date/Time)
marvin_conversation_summary (Long Text)
Step 2: Tier Recommendation Logic
Based on current_marketing_spend field:
If spend < $5000/month:
Recommended tier: Starter ($197/month)
Action: Update custom field recommended_tier = "Starter"
Action: Add tag tier-starter-recommended
If spend > $5,000/month:
Recommended tier: Growth ($1,970/month) with upsell potential to Regional
Action: Update custom field recommended_tier = "Growth"
Action: Add tag tier-regional-potential
Step 3: Sales Outcome Branching
Action: Update pipeline stage to Offer Presented
MANUAL INPUT REQUIRED: Tag contact based on Marvin conversation outcome
OUTCOME A: CONVERTED TO MEMBER (Main Offer - Growth)
Manual Tag: member-converted
Manual Tag: member-growth
Action: Remove tags: ready-for-marvin, tier-growth-recommended, in-acquisition, sms-engaged
Action: Update pipeline stage to Member - Active
Action: Update custom fields:
conversion_type = "Member"
member_tier = "Growth"
conversion_date = {{current_timestamp}}
monthly_value = 1970
Action: Send SMS
Welcome to Co-Op Business Club, {{contact.first_name}}!
I'm sending your payment link and onboarding details in the next email.
You're also confirmed for our Austin launch Jan 29, 5-7pm at Central Machine Works Brewery.
-Daniel
Action: Send Email - "Welcome to Co-Op Business Club - Payment & Onboarding" [Include payment link, onboarding steps, GHL login info, event details]
Action: Create Calendar Event
Event: Co-Op Business Club Austin Launch
Date: January 29, 2026, 5:00-7:00 PM CST
Location: Central Machine Works Brewery, 4824 E Cesar Chavez St
Send invite: Yes
Action: Create task "Onboard new member: {{contact.first_name}}"
Due: Tomorrow
Assigned to: Daniel Morel
Description: "Send GHL login, confirm payment, schedule setup call"
→ EXIT to Phase 4: SUPPORT
OUTCOME B: DOWNSELL TO STARTER
Manual Tag: member-converted
Manual Tag: member-starter
Action: Remove tags: ready-for-marvin, tier-starter-recommended, in-acquisition
Action: Update pipeline stage to Member - Active
Action: Update custom fields:
conversion_type = "Member"
member_tier = "Starter"
conversion_date = {{current_timestamp}}
monthly_value = 197
Action: Send SMS
Welcome to Co-Op Business Club Starter tier, {{contact.first_name}}!
Payment link and access details coming in next email.
Jan 29 event: 5-7pm at Central Machine Works. See you there!
-Daniel
Action: Send Email - "Welcome - Starter Tier Onboarding" [Payment link, what they get, event invite]
Action: Create Calendar Event (same as Outcome A)
→ EXIT to Phase 4: SUPPORT
OUTCOME C: UPSELL TO REGIONAL (Rare)
Manual Tag: member-converted
Manual Tag: member-regional
Action: Remove all qualification tags
Action: Update pipeline stage to Member - VIP
Action: Update custom fields:
conversion_type = "Member"
member_tier = "Regional"
conversion_date = {{current_timestamp}}
monthly_value = 19700
Action: Send SMS
Welcome to Co-Op Business Club Regional tier, {{contact.first_name}}!
This is our highest tier - you're getting exclusive market access.
I'll call you within 24 hours to discuss your regional partnership and setup.
-Daniel
Action: Create task "URGENT: Regional member onboarding call"
Due: Today
Priority: Urgent
Description: "Regional tier member. Schedule 1-on-1 call to discuss territory, exclusivity, partnership terms."
→ EXIT to Phase 4: SUPPORT (VIP track)
OUTCOME D: EVENT ONLY (Not Ready for Membership)
Manual Tag: event-confirmed
Action: Remove tags: ready-for-marvin, in-acquisition
Action: Update pipeline stage to Event Attendee
Action: Update custom fields:
conversion_type = "Event Only"
event_confirmed = "Yes"
Action: Send SMS
Perfect, {{contact.first_name}}!
You're confirmed for Jan 29, 5-7pm at Central Machine Works Brewery, 4824 E Cesar Chavez St.
Calendar invite coming now. See you there!
-Daniel
Action: Create Calendar Event (same as above)
Action: Send Email - "You're Confirmed for Jan 29" [Event details, what to expect, founding rate expires after event]
Action: Wait until January 27 (2 days before event)
Action: Send SMS reminder
Hey {{contact.first_name}}, reminder - we're on for Thursday 5pm at Central Machine Works. Still good?
By the way, founding member rates expire after the event. Want to lock yours in now?
Action: Create task "Follow up event attendee pre-event"
Due: January 28
Description: "Last attempt to convert before event. Call if they responded to reminder SMS."
→ HOLD in Event Attendee stage until after Jan 29
OUTCOME E: NOT INTERESTED
Manual Tag: not-interested
Action: Remove all active tags
Action: Update pipeline stage to Dead
Action: Update custom field lead_status = "Not Interested"
Action: Create note
NOT INTERESTED - {{current_date}}
Reason: [Manual entry from conversation]
Marvin attempted qualification, lead declined.
Moved to long-term nurture.
Action: Wait 60 days
Action: Send re-engagement email (one last attempt)
→ EXIT workflow
PHASE 4: SUPPORT
Objective
Onboard members, introduce Ambassador program, activate referrals
Entry Requirement
Contact has ANY member tag: member-starter OR member-growth OR member-agency OR member-regional
Pipeline Stage
Member - Active (Starter/Growth/Agency)
Member - VIP (Regional/National)
Workflow: Member Support & Amplification
TRACK A: STANDARD MEMBER ONBOARDING (Starter/Growth)
Trigger: Contact tagged member-starter OR member-growth
Step 1: Immediate Welcome Sequence
Action: Update custom field onboarding_status = "In Progress"
Action: Wait 24 hours (give them time to receive welcome email)
Action: Send SMS
Hey {{contact.first_name}}, Daniel here.
Just checking - did you receive your GHL login and payment link?
Reply YES if you're all set, or let me know if you need help.
Action: Wait for reply (24 hours)
If reply YES:
Tag: onboarding-complete
Update onboarding_status = "Complete"
If no reply or issues:
Create task: "Follow up onboarding - {{contact.first_name}}"
Priority: High
Step 2: Ambassador Qualification (Day 3)
Action: Wait 3 days from conversion_date
Action: Check engagement signals:
Have they logged into GHL? (Manual check)
Have they replied to messages?
Have they attended any member meetings?
If highly engaged:
Action: Add tag ambassador-candidate
Action: Send SMS
{{contact.first_name}}, quick question -
I'm looking for 1-2 Austin business owners who want to help build Co-Op as founding ambassadors (equity + revenue share).
You've been engaged since day 1. Interested in hearing more?
Action: Wait for response
If YES:
Add tag ambassador-interested
Create task: "Schedule ambassador interview - {{contact.first_name}}"
Due: Within 48 hours
Description: "Interested in ambassador role. Schedule call to explain equity structure, responsibilities, compensation."
If NO or no response:
Remove tag ambassador-candidate
Continue to Step 3
Step 3: Referral Activation (Day 5)
Action: Wait 5 days from conversion_date
Action: Send Email - "Help Us Grow - Get Rewarded"
Subject: "Bring a business owner friend, get your first month 50% off"
Body:
Hey {{contact.first_name}},
You've been a member for almost a week now. Hope you're seeing the value in what we're building.
Quick ask: Know any Austin business owners who'd benefit from the co-op model?
Referral Reward:
- Bring 1 person who joins = Your next month is 50% off
- Bring 2 people = Your next month is FREE
- Bring 3+ people = We need to talk about making you an ambassador
Just forward them this link: [REFERRAL LINK]
Or reply with their name/email and I'll reach out directly.
Thanks for being part of this!
-Daniel
Action: Create custom field referrals_made (Number, default: 0)
Action: Add tag referral-offer-sent
Step 4: Social Amplification Request (Day 7)
Action: Wait 7 days from conversion_date
Action: Send SMS
{{contact.first_name}}, one more ask -
Would you be willing to post about Co-Op Business Club on LinkedIn?
Something like: "Joined Co-Op Business Club to share marketing costs with other Austin businesses. Saving $[AMOUNT]/month by cooperating instead of competing."
No pressure, but it'd help us grow the Austin chapter.
LMK!
Action: Wait for response
If YES:
Add tag social-amplifier
Send them pre-written LinkedIn post template
Ask them to tag you when they post
If NO or no response:
No action, continue
Step 5: Event Preparation (Week before Jan 29)
Action: On January 22 (1 week before event)
Action: Send Email - "You're Confirmed for Jan 29 + Member Pre-Event"
Subject: "Member Pre-Event Details - Jan 29"
Body:
Hey {{contact.first_name}},
As a founding member, you're automatically registered for our Jan 29 launch event.
Event Details:
Date: Thursday, January 29, 2026
Time: 5:00-7:00 PM
Location: Central Machine Works Brewery, 4824 E Cesar Chavez St
Why you should come:
- Meet other founding members
- Network with prospective members
- Help us close the room (your story matters)
- Celebrate what we're building
Plus: Bring a business owner friend. If they join that night, you both get a discount.
See you there!
-Daniel
Action: Add tag event-member-confirmed
TRACK B: VIP MEMBER ONBOARDING (Regional/National)
Trigger: Contact tagged member-regional OR member-national
Action: Create task "URGENT: VIP onboarding call - {{contact.first_name}}"
Due: Same day
Priority: Urgent
Assigned to: Daniel Morel
Action: Send SMS
{{contact.first_name}}, thank you for joining at the Regional tier.
I'm calling you within 24 hours to discuss your territory exclusivity, partnership terms, and how we'll support your growth.
Looking forward to working together.
-Daniel
Action: Update pipeline stage to Member - VIP
Action: Create custom field vip_onboarding_call_scheduled (Date/Time)
MANUAL ACTION: Schedule and conduct VIP onboarding call
Post-call actions (manual):
Create custom terms/agreement document
Assign territory exclusivity
Set up custom commission/revenue share structure
Introduce to any existing Regional members (future)
→ VIP members skip standard onboarding, receive white-glove service
TRACK C: AMBASSADOR SELECTION & ACTIVATION
Trigger: Contact tagged ambassador-interested
Action: Update custom field ambassador_status = "Interviewing"
MANUAL ACTION: Conduct ambassador interview call
Questions to cover:
Why do you want to be an ambassador?
How much time can you commit weekly?
What's your network size in Austin?
Can you recruit 5+ members in next 60 days?
If selected:
Action: Add tag ambassador-active
Action: Remove tag ambassador-interested
Action: Update custom field ambassador_status = "Active"
Action: Update custom field ambassador_start_date = {{current_date}}
Action: Update pipeline stage to Ambassador
Action: Send Email - "Welcome to Ambassador Program"
Body:
{{contact.first_name}},
Welcome to the Co-Op Business Club Ambassador program!
Your Role:
- Recruit new members in Austin
- Host/co-host monthly events
- Provide feedback on operations
- Help shape Austin chapter growth
Your Compensation:
- 5% equity in Austin chapter (vests over 12 months)
- 20% commission on direct recruits (12 months)
- 10% commission on chapter growth you influence
- Decision-making power on Austin operations
Next Steps:
1. Review attached Ambassador Agreement
2. Sign and return within 48 hours
3. Schedule weekly check-in calls with me
4. Start recruiting (goal: 5 members in 60 days)
Let's build this together.
-Daniel
Action: Create recurring task "Ambassador check-in call - {{contact.first_name}}"
Frequency: Weekly
Due: Every Monday 10am
Description: "Review recruitment progress, address challenges, plan events"
If NOT selected:
Action: Remove tag ambassador-interested
Action: Send SMS
{{contact.first_name}}, thanks for your interest in the ambassador program.
Right now we're keeping the team small (1-2 people), but I'll keep you in mind as we scale.
In the meantime, the referral program is still active - bring members, earn rewards.
Thanks!
SUPPORT PHASE CUSTOM FIELDS
Create these fields:
onboarding_status (Dropdown: Not Started / In Progress / Complete / Issues)
ambassador_status (Dropdown: Not Interested / Candidate / Interviewing / Active / Inactive)
referrals_made (Number, default: 0)
referral_revenue_generated (Number, default: 0)
last_login_date (Date/Time)
engagement_score (Number 1-10, based on activity)
SUPPORT PHASE TAGS
Onboarding:
onboarding-complete
onboarding-issues
Ambassador:
ambassador-candidate
ambassador-interested
ambassador-active
ambassador-inactive
Engagement:
highly-engaged
moderately-engaged
low-engagement
at-risk (not logging in, not responding)
Amplification:
referral-offer-sent
social-amplifier (posts on social media)
event-recruiter (brings guests to events)
COMPLETE PIPELINE STRUCTURE
Pipeline Name: "Co-Op Business Club - PASS"
Stages in Order:
New Lead (Phase 1: Prospecting)
Contacted (Phase 2: Acquire - Initial SMS sent)
Qualified (Phase 2: Acquire - Engaged via SMS/Email)
In Qualification (Phase 3: Sell - Marvin conversation)
Offer Presented (Phase 3: Sell - Tier recommended)
Negotiating (Phase 3: Sell - Handling objections)
Closing (Phase 3: Sell - Final decision)
Member - Active (Phase 4: Support - Starter/Growth/Agency)
Member - VIP (Phase 4: Support - Regional/National)
Ambassador (Phase 4: Support - Active ambassador)
Event Attendee (Phase 3: Sell - Not member yet, coming to event)
Cold (Dead lead, moved to long-term nurture)
Dead (Not interested, no further contact)
COMPLETE TAG TAXONOMY
Lead Source Tags (Entry)
meta-lead
meetup-lead
email-lead
website-lead
linkedin-lead
referral-lead
Acquisition Phase Tags
in-acquisition
sms-engaged
sms-no-response
email-engaged
ready-for-marvin
cold-lead
Sell Phase Tags
tier-starter-recommended
tier-growth-recommended
tier-agency-recommended
tier-regional-potential
event-confirmed
not-interested
Member Tags
member-converted
member-starter
member-growth
member-agency
member-regional
member-national
Support Phase Tags
onboarding-complete
onboarding-issues
ambassador-candidate
ambassador-interested
ambassador-active
referral-offer-sent
social-amplifier
event-member-confirmed
highly-engaged
at-risk
COMPLETE CUSTOM FIELDS LIST
Lead Management
lead_source (Text)
lead_captured_date (Date/Time)
lead_status (Dropdown: New / Contacted / Qualified / Dead)
first_contact_date (Date/Time)
initial_sms_sent (Yes/No)
email_followup_sent (Yes/No)
Qualification
current_marketing_spend (Number)
biggest_challenge (Text)
marvin_conversation_date (Date/Time)
marvin_conversation_summary (Long Text)
recommended_tier (Dropdown: Starter / Growth / Agency / Regional / National)
Conversion
conversion_type (Dropdown: Member / Event Only / Not Converted)
conversion_date (Date/Time)
member_tier (Dropdown: Starter / Growth / Agency / Regional / National)
monthly_value (Number)
Support & Engagement
onboarding_status (Dropdown: Not Started / In Progress / Complete / Issues)
ambassador_status (Dropdown: Not Interested / Candidate / Interviewing / Active / Inactive)
ambassador_start_date (Date/Time)
referrals_made (Number)
referral_revenue_generated (Number)
last_login_date (Date/Time)
engagement_score (Number 1-10)
event_confirmed (Yes/No)
AUTOMATION TRIGGERS SUMMARY
Primary Workflows
Workflow 1: "Lead Acquisition"
Trigger: Contact created with entry tags
Handles: Phase 2 (Acquire) - SMS/Email engagement
Outcome: Tags contact as ready-for-marvin or cold-lead
Workflow 2: "Value Ladder Sales"
Trigger: Contact tagged ready-for-marvin
Handles: Phase 3 (Sell) - Manual routing to Marvin, outcome tagging
Outcome: Tags contact as member tier OR event-confirmed OR not-interested
Workflow 3: "Member Onboarding"
Trigger: Contact tagged with any member-* tag
Handles: Phase 4 (Support) - Welcome, Ambassador qualification, Referrals
Outcome: Tags contact as onboarding-complete, potentially ambassador-active
Workflow 4: "Event Attendee Management"
Trigger: Contact tagged event-confirmed
Handles: Pre-event reminders, post-event follow-up
Outcome: Attempts conversion after event
Workflow 5: "Ambassador Management" (Future)
Trigger: Contact tagged ambassador-active
Handles: Weekly check-ins, performance tracking, commission calculation
Outcome: Ongoing ambassador relationship management
METRICS & REPORTING
Key Performance Indicators (KPIs)
Phase 1: Prospecting
Total leads generated (by source)
Cost per lead (by source)
Lead capture rate
Phase 2: Acquire
SMS engagement rate (% who reply)
Email engagement rate (% who open/click)
Qualification rate (% who reach Marvin)
Phase 3: Sell
Marvin conversation rate (% of qualified leads)
Conversion rate (% who become members)
Average deal size (MRR per member)
Tier distribution (Starter vs Growth vs Regional)
Event confirmation rate (% who choose event over membership)
Phase 4: Support
Onboarding completion rate
Referral rate (% of members who refer)
Ambassador application rate
Member engagement score (average)
Churn rate (% who cancel)
PROMPT REQUESTS FOR IMPLEMENTATION
You can now request prompts for:
Workflow Building:
"Write the GHL workflow steps for Lead Acquisition"
"Create the automation for Event Attendee reminders"
"Build the Ambassador qualification workflow"
SMS/Email Copy:
"Write the initial SMS for meta-leads in Acquire phase"
"Create the email sequence for cold leads"
"Write the Ambassador welcome email"
Settings Configuration:
"List the exact GHL settings for custom field: current_marketing_spend"
"Configure pipeline stage transitions for Sell phase"
"Set up tagging logic for member tiers"
Testing Procedures:
"Create test checklist for Lead Acquisition workflow"
"Write QA process for Marvin handoff"
"Design test scenarios for value ladder branching"
CRITICAL SUCCESS FACTORS
For this framework to work:
Marvin AI must be properly trained (per separate training document)
Manual tagging discipline required after Marvin conversations
Pipeline stage updates must be consistent
Custom fields must be filled during qualification
Tasks must be completed (especially high-priority onboarding)
Ambassador program requires active management
This is your complete P.A.S.S. framework.
Use it to request specific implementation prompts for each component.
Start with: "Write the GHL workflow steps for Lead Acquisition phase"
