Document Type: Reference
Status: Structural
Version: v1.1
Authority: HeadOffice
Applies To: All MWMS funnel deployment decisions
Parent: HeadOffice Brain
Last Reviewed: 2026-03-15
Purpose
The Funnel Architecture Library defines the standard funnel structures available to the MWMS ecosystem.
These architectures provide repeatable frameworks for converting traffic into leads, customers, or qualified prospects.
HeadOffice selects the appropriate architecture based on:
• offer structure
• traffic temperature
• market awareness level
• conversion friction
• data capture requirements
This library prevents random funnel creation and ensures consistent testing across the MWMS system.
Scope
This reference applies to:
• standard MWMS funnel architectures
• funnel selection discipline before deployment
• cross-brain funnel structure consistency
• governance of approved funnel models
• future expansion of recognised funnel architectures
This document governs which funnel architectures are recognised and how they should be selected at a high level.
It does not govern:
• live funnel execution by itself
• campaign platform setup
• traffic strategy by itself
• offer approval by itself
• creative design by itself
• addition of new architectures without HeadOffice approval
Those remain governed by HeadOffice, Affiliate Brain, PPL Brain, AIBS Brain, and related system rules.
Definition / Rules
Architectural Role
The Funnel Architecture Library functions as a decision framework for funnel deployment.
HeadOffice determines which architecture should be used before campaign testing begins.
Execution systems such as Affiliate Brain, PPL Brain, and AIBS Brain operate within the selected architecture.
Current Architectures
Direct Response Funnel
Traffic → Offer → Conversion
Advertorial Funnel
Traffic → Advertorial → Offer → Conversion
Quiz Funnel System
Traffic → Quiz → Email Capture → Result → Offer
Lead Magnet Funnel
Traffic → Lead Magnet → Email Capture → Offer
Survey Funnel
Traffic → Survey → Segmentation → Offer
Architecture Selection Criteria
HeadOffice may deploy different funnel architectures based on conditions such as:
• cold traffic engagement requirements
• need for lead capture
• offer complexity
• education requirements before purchase
• segmentation or personalization advantages
Not all offers require the same funnel architecture.
System Integration
The Funnel Architecture Library may support:
• Affiliate Brain campaigns
• PPL lead generation systems
• AIBS client funnels
• future MWMS product systems
Future Expansion
Additional funnel architectures may be added over time, including:
• AI Guided Funnel Systems
• Dynamic Personalization Funnels
• Interactive Education Funnels
• Multi-Step Conversion Sequences
Governance Rule
Only HeadOffice may approve additions to the Funnel Architecture Library.
Execution systems may recommend architectures but cannot create new ones independently.
Final Rule
No funnel architecture should be treated as valid inside MWMS unless it is recognised in this library or explicitly approved by HeadOffice.
Funnel selection must be deliberate, not improvised.
Drift Protection
The system must prevent:
• random funnel creation without recognised architecture
• execution systems inventing new funnel models independently
• funnel deployment occurring without architecture selection
• similar funnel types being treated as interchangeable without review
• architecture sprawl without HeadOffice approval
• structural inconsistency across MWMS funnel decisions
The Funnel Architecture Library must remain the controlled reference for approved funnel structures.
Architectural Intent
Funnel Architecture Library exists to give MWMS a governed set of recognised funnel models that can be selected intentionally before deployment.
Its role is to ensure that funnel decisions remain structured, comparable, and reusable across the ecosystem rather than becoming ad hoc build choices made under campaign pressure.
Change Log
Version: v1.1
Date: 2026-03-15
Author: MWMS HeadOffice
Change: Rebuilt page to align with the locked MWMS document standard for this cleanup pass. Preserved the original purpose, architectural role, current architectures, selection criteria, system integration scope, future expansion direction, and governance rule. Added Document Type, Scope, Definition / Rules structure, Final Rule, Drift Protection, and Architectural Intent sections.
Version: v1.0
Date: 2026-03-09
Author: MWMS HeadOffice
Change: Initial creation of Funnel Architecture Library defining the standard funnel structures available to the MWMS ecosystem and the governance rule for architecture selection.
END – FUNNEL ARCHITECTURE LIBRARY v1.1