The Framework
A commercial architecture system for B2B and B2C revenue operations. Built over 15 years across SaaS, EdTech, Insurtech, and iGaming.
Most CRMs are configured, not designed. Pipeline stages are opinions borrowed from someone else's business. Qualification is a checklist. Attribution is a spreadsheet with pivot tables and good intentions.
This framework replaces all of that. It's a complete commercial architecture — from how you define what you sell (ontology) through how contacts become customers (qualification logic) to how campaigns map to pipeline structure (attribution). It works for B2B, B2C, or both at once. It's been battle-tested across six industries and £8.5M+ in attributed revenue.
The Three Things Your CRM Confuses
Your CRM collapses three fundamentally different measurements into a single number. That's why your pipeline feels broken even when the traffic is up.
Lead Scoring — Projection
How structurally close is this contact to your ideal buyer?
What it measures: Static fit. Not intent. A high score with no recent engagement is a cold match.
What goes wrong: Teams chase high scores who haven't engaged in months. Sales gets cold leads labeled as "hot." Marketing gets blamed for poor quality when the issue is stale routing.
The fix: Lead score is inputs only — company size, industry, role, location. It never decays. It's a projection of structural fit, not a prioritization signal.
Lead Health — Derivative
Is this contact accelerating, stalling, or decaying?
What it measures: Temporal engagement measured over a ~70-day window. Without it, your team chases ghosts.
What goes wrong: Pipelines fill with contacts who engaged once six months ago and never returned. Reps work "MQLs" that are already dead. No one knows who's actually engaged right now.
The fix: Lead health is a derivative. It tracks engagement velocity over a fixed time window. High health = recent, repeated engagement. Low health = decay. This becomes your prioritization signal — not lead score.
Lead Qualification — Predicate
Have the Boolean conditions for advancement been met?
What it measures: A state machine: MQL → SQL → FTP → RTP. Each transition is won or lost. No fuzzy stages.
What goes wrong: Qualification becomes a status update, not a gate. Leads get promoted based on vibes, not criteria. Pipeline stages proliferate ("Nurture," "Engaged," "Considering") with no clear entry/exit logic.
The fix: Qualification is Boolean. MQL criteria are explicit (e.g., form submission + lead score ≥ 70). SQL criteria are explicit (e.g., discovery call completed + budget confirmed). Contacts either meet the criteria or they don't. Fuzzy stages are eliminated.
Commercial Ontology
Every company has two structural hierarchies: what you sell, and how contacts become customers. The commercial ontology formalizes the first.
The Hierarchy
Brand
The parent entity. One brand can contain multiple products. Example: HubSpot (brand) contains Marketing Hub, Sales Hub, Service Hub (products).
Product
A discrete offering with its own pricing and feature set. Products are composed of features.
Feature
A functional capability within a product. Features solve problems. A solution is a composition of features.
Solution
A packaged set of features addressing a specific business problem. Solutions map to use cases.
Use Case
A real-world scenario where the solution applies. Use cases are targeted at personas.
Persona
The human who experiences the use case. Not a demographic — a role with specific goals, pain points, and decision-making authority.
Why This Matters
This hierarchy becomes your content structure, your URL structure, your campaign taxonomy, and your attribution model. Every page, every ad, every email maps to a node in this tree. When someone converts, you know exactly where in the ontology they entered — and that tells you what they care about.
The Qualification Chain
How contacts move through your pipeline. A state machine with explicit entry criteria and Boolean transitions.
Marketing Qualified Lead
Contact shows engagement and fit
- Form submission (demo request, content download, or trial signup)
- Lead score ≥ threshold (e.g., 70)
- Contact enrichment complete
Promoted to SQL or marked as unqualified.
Sales Qualified Lead
Contact has been vetted by sales
- Discovery call completed
- BANT confirmed (Budget, Authority, Need, Timeline)
- Opportunity created in CRM
Promoted to FTP or marked as lost.
Fit to Purchase
Contact meets all qualification criteria
- Proposal delivered
- Technical validation complete (if applicable)
- Budget and timeline confirmed
Promoted to RTP or marked as lost.
Ready to Purchase
Contract negotiation phase
- Verbal commitment received
- Contract sent
- Legal review in progress (if applicable)
Contract signed (Won) or opportunity lost.
Campaign Algebra
How campaigns map to pipeline structure. The link between spend and attribution.
The Structure
Pipeline
The parent container. In B2B, you typically have one pipeline. In B2C or hybrid models, you might have multiple (e.g., B2B Sales Pipeline + B2C Signup Pipeline).
Campaign
A tactical initiative with a specific goal, budget, and timeline. Campaigns target a node in the commercial ontology (e.g., "Promote CRM Solution to Marketing Managers").
Asset Group
A logical grouping of related assets within a campaign. For example: "Google Ads - Search", "LinkedIn Sponsored Content", "Email Sequence 1".
Asset
The atomic unit. An individual ad, email, landing page, or piece of content. Assets have unique tracking parameters (UTM codes) that map back to the campaign structure.
Attribution Flow
When a contact converts, their UTM parameters map them to an Asset. The Asset belongs to an Asset Group. The Asset Group belongs to a Campaign. The Campaign targets a specific node in the commercial ontology. Now you know:
- Which campaign drove the conversion
- Which asset group performed best
- Which specific asset they clicked
- Which part of your ontology they care about
- Full cost attribution from click to revenue
Multi-Pipeline Systems
Some businesses operate two pipelines at once. EdTech companies are a perfect example: B2B (schools, districts) and B2C (parents). Different qualification logic. Different sales cycles. Unified architecture.
Example: EdTech Dual Pipeline
B2B Pipeline (Schools)
- MQL: School administrator requests demo
- SQL: Discovery call complete, budget confirmed
- FTP: Proposal sent, pilot approved
- RTP: Contract in legal review
B2C Pipeline (Parents)
- MQL: Parent creates account, books trial lesson
- SQL: Trial lesson completed, interest confirmed
- FTP: Payment method added
- RTP: First lesson booked
Both pipelines share the same underlying framework — commercial ontology, qualification chains, campaign algebra — but with different criteria and stage definitions. The CRM knows which pipeline a contact belongs to based on firmographic data (company size, industry) and routes them accordingly.
Oblio: The Implementation
This framework isn't theoretical. It's implemented in a system called Oblio — a web application framework that structures content, campaigns, and conversions around the commercial ontology.
Oblio generates websites where every URL is an attribution coordinate. Every page maps to a node in the ontology. Every form submission carries the full context of how someone arrived and what they care about. The seven sites in my ecosystem — including this one — were built in one month using this system.
It's the product of 15 years building revenue systems for B2B and B2C companies. The methodology is documented. The results are measurable. If you want to see how it works in practice, you're looking at it.
Want to implement this in your business?
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