System Architecture

System Map

The MAPP system operates as four interconnected sub-accounts. Each has a specific role in the funnel.

Sub-Account Switching

To switch between sub-accounts in GHL: click the sub-account name in the top-left corner, then search for or select the desired account from the dropdown.

The four sub-accounts are:

• BOK Pre-Need — 911 Porter Ave, Ocean Springs, Mississippi
• Call Center — 2511 Pass Rd, Biloxi, Mississippi
• MAPP Network — 911 Porter Ave, Ocean Springs, Mississippi
• MAPP Wealth — 911 Porter Ave, Ocean Springs, Mississippi

Integration Points

Data Flow: Call Center → MAPP Wealth → Redtail → MAPP Wealth

1. Funeral home sends family list email → Make.com mailhook parses → Claude API normalizes → webhook to Call Center Family Lead Intake.
2. Call Center texts families, filters interested → webhook to Call Center Outbound Calls Pipeline.
3. Call Center specialist qualifies family → marks Call Outcome → webhook to MAPP Wealth or BOK Pre-Need.
4. MAPP Wealth assigns advisor → advisor works deal → webhook to Redtail on Lead Qualified.
5. Redtail manages client → syncs status back to MAPP Wealth hourly.

Interactive Reference

Stage Router

Select a sub-account and pipeline to explore what happens at each stage.

Sub-Account 1

MAPP Network

Lead intake hub + partner relationship recruitment & management. MAPP Network receives leads from Funeral Homes, Healthcare Partners, and Care Planning Agents. It manages recruitment and partnerships with these sources, cleans incoming data, and routes contacts to the Call Center.

Pipelines at a Glance

MAPP Network · Pipeline 1

Funeral Home Recruitment

Recruit funeral home partners, manage processes, onboard them, and track partnership status. KPI reporting required.

Stage Overview

Workflows

Key Custom Fields

MAPP Network · Pipeline 2

Care Planning Agent Recruitment

Recruit care planning agents who will send families to the Call Center. Track agent performance. Link agent-sourced families back for KPI tracking.

Stage Overview

Workflows

MAPP Network · Pipeline 3

Healthcare Partner Recruitment

Recruit healthcare partners — retirement communities, hospitals, clinics — who can refer families to MAPP. KPI reporting required.

Stage Overview

Workflows

Call Center · Pipeline 3

Family Lead Intake

Receives family contact lists from funeral homes, healthcare partners, and care planning agents. Data cleaning happens in Make.com before the webhook arrives. Routes cleaned contacts to the Call Center.

Stage Overview

SMS Follow-Up Cadence

• Attempt 1: SMS sent, wait 24 hours
• Attempt 2 (no response): Follow-up SMS, wait 48 hours
• Attempt 3 (no response): Final follow-up, wait 48 hours → Archive

Workflows

Canonical 12-Field Schema (from Make.com)

MAPP Network

Automation Logic

FH Recruitment — Stage 1: Prospect Identified

• Tag applied: fh_prospect
• Initial partnership email sent automatically
• Contact auto-moved to "Initial Outreach Made"
• Task created: "Follow up in 3 days"

FH Recruitment — Stage 3: Conversation Held (manual move required)

Workflow checks the Interest Level field:

FH Recruitment — Stages 4–6: Proposal → Agreement → Active

• Team manually moves through each stage
• "Agreement Signed" triggers FH Onboarding workflow
• Tasks created for DID assignment and credential delivery
• Relationship manager manually moves to "Partnership Active" after setup

Family Lead Intake — Deduplication

Phone number is the deduplication key. Workflow 1 checks: does a contact with this phone number already exist?

• If yes → Tag duplicate_entry, archive, stop
• If no → Create contact, apply source tags, proceed with SMS outreach

MAPP Network

Custom Fields

MAPP Network

Reporting Dashboard

• Active partners this month vs. last month — by type (Funeral Home, Care Agent, Healthcare)
• Leads generated by each partner — bar chart
• Proposal-to-signed conversion ratio — pie chart (flag if <30%)
• Total leads in each stage — bar chart
• Active vs. inactive partners — count
• Family Lead Intake: response rate and routing distribution

Sub-Account 2

Call Center

Lead qualification and routing hub. The Call Center receives family contacts from MAPP Network, qualifies families for preneed or financial advising, and routes qualified leads to the appropriate destination.

Pipelines at a Glance

Call Center · Pipeline 1

Inbound Queue

Families call in directly on local phone numbers. Specialist answers, logs call, marks outcome.

Stage Overview

Call Center · Pipeline 2

Outbound Calls

Specialists call families who responded to SMS or were referred by care agents/healthcare partners. Qualification and routing happens here.

Stage Overview

Call Center

Call Outcome Routing

The same Call Outcome custom field is used for both Inbound and Outbound pipelines so the team is not confused.

Workflow: Call Outcome Updated

Trigger: Call Outcome field updated by specialist (runs for both pipelines)

1. Check outcome value.
2. If Preneed Interested → Send webhook to BOK Pre-Need OR originating funeral home. Include contact data, call transcript URL, source tags. Move to Archived.
3. If Financial Consultation Interested → Send webhook to MAPP Wealth. Move to Archived.
4. If Not Interested / Wrong Number → Tag not_interested. Move to Archived.
5. If Unable to Reach → Keep for retry OR move to Archived based on retry count.
6. If Connected with Professional Partner → Tag with partner type. Create task. Move to Archived.
7. If Completed DC Checklist → Log completion. Move to Archived.

Call Center

Custom Fields

Call Center

Reporting Dashboard

• Total leads received — 30-day trend line chart
• Total calls placed by agent — bar chart
• Total leads routed to each destination (BOK, MAPP Wealth, archive)
• Average call duration by agent — inbound vs. outbound
• Leads in each stage — volume at a glance
• Routing distribution — are leads flowing to MAPP Wealth, BOK, and MAPP Network appropriately?

Sub-Account 3

MAPP Wealth

Central hub for financial conversion. Receives qualified leads from Call Center and BOK Pre-Need, assigns advisors, tracks opportunities through close, syncs all closed deals to Redtail CRM, and provides executive KPI reporting.

MAPP Wealth · Pipeline 1

Mailhouse Intake (Temporary Holding)

Receives pre-need leads from BOK Pre-Need (already qualified). Validates data and transfers to the Financial Qualification pipeline.

Stage Overview

Workflows

MAPP Wealth · Pipeline 2

Financial Qualification & Conversion

Main sales and reporting pipeline. Receives qualified leads from Call Center and BOK Pre-Need. Tracks lead status as advisor works in Redtail. Reports outcomes.

Stage Overview

Workflows

MAPP Wealth

Redtail CRM Sync

GHL → Redtail (on Closed Won or Closed Lost)

The following sequence fires automatically when a deal is marked Closed Won or Closed Lost:

1. Webhook 1 → Redtail: Create Contact (First Name, Last Name, Phone, Email, Address, Lead Source). Redtail returns Contact ID.
2. GHL saves Contact ID to redtail_contact_id custom field.
3. Webhook 2 → Redtail: Create Account (Preneed Plan) linked to Contact ID. Data: Plan Name, Plan Value, Plan Details.
4. redtail_sync_status set to sync.
5. Hourly sync begins: GHL queries Redtail for latest contact/account status and updates redtail_status and redtail_last_sync_date.

Redtail → GHL (Hourly Sync)

Key Custom Fields

MAPP Wealth

Custom Fields

MAPP Wealth

Reporting Dashboard

• Total qualified leads — 30-day trend vs. prior month
• Leads by stage — bar chart distribution across pipeline
• Closed Won vs. Closed Lost ratio — target >40% close rate
• Leads by source — which sources are most productive
• Advisor leaderboard — leads closed and average deal value per advisor
• Redtail sync status — all deals should sync within 1 hour of close

Sub-Account 4

BOK Pre-Need

Pre-need lead qualification and nurturing. Receives pre-need mail house batches from Pel Hughes and internal marketing, qualifies which families are financially ready for advisor contact, routes qualified leads to MAPP Wealth, and nurtures non-qualified leads internally.

Lead Sources

• Survey Direct Mail — mailhouse (Pel Hughes)
• Lunch and Learn Events — mailhouse and online form submissions via Facebook marketing
• Website Appointment Setter — online submission
• Website Calendar of Events — online form submission
• Referrals

BOK Pre-Need · Pipeline 1

Pre-Need Lead Qualification

Receives mail house batches, validates data, qualifies financial readiness, routes qualified leads to MAPP Wealth, and nurtures non-qualified leads.

Stage Overview

Workflows

BOK Pre-Need

Custom Fields

BOK Pre-Need

Reporting Dashboard

• Total leads routed to MAPP Wealth — 30-day trend
• Qualified vs. Not Qualified ratio — pie chart (flag if <20%)
• Lead intake trend — batches arriving per week
• Stage distribution — leads in each stage

Integrations

Make.com + Claude/Mistral AI API Integration

Handles document extraction and normalization before data enters GHL. Triggered when a funeral home sends an email with an attachment to aftercare@mappnw.com.

Process Flow

1. Funeral home sends email with attachment (CSV, XLSX, or PDF) to aftercare@mappnw.com which automatically triggers a mailhook in Make.com.
2. Make.com extracts and temporarily stores the attachment.
3. Data parsed: CSV/XLSX parsed directly to JSON; PDF converted to text, then Claude/Mistral AI API extracts structured data.
4. Each contact processed: phone formatted to international format (+1XXXXXXXXXX), date formatted MM/DD/YYYY, metadata appended (source_type, batch_date).
5. Make.com sends one webhook per contact to the MAPP Network Family Lead Intake pipeline.
6. GHL receives, creates contact, fires Workflow 1 (dedup check, tagging, SMS outreach).

API Extraction

API returns a JSON array — one entry per contact, 12 fields each:

• case_number
• facility_location (city and state)
• descendant_name
• descendant_dod (MM/DD/YYYY)
• purchaser_name
• purchaser_address
• purchaser_city_state_zip
• purchaser_phone (+14155552671 format)
• purchaser_relationship
• funeral_director
• batch_date (YYYY-MM-DD from filename or metadata)
• funeral_home_name (never null)

Deduplication

MAPP Network Workflow 1 checks: does a contact with this phone number already exist?

• If yes → Tag duplicate_entry, archive, stop
• If no → Create contact, proceed

Integrations

Redtail CRM Integration

Two-way sync between MAPP Wealth and Redtail CRM. Advisors manage clients in Redtail; status updates sync back to GHL automatically.

GHL → Redtail

Redtail → GHL

System Reference

Important Custom Fields — All Sub-Accounts

MAPP Network

Call Center

MAPP Wealth

BOK Pre-Need

System Reference

Tagging System

Tags are auto-generated by workflows. Do not delete system tags — removing them breaks downstream reporting and lead attribution.

Source Tags

source_bok source_funeral_home source_care_agent source_healthcare batch_[date]

Partner-Specific Tags

fh_prospect care_prospect hc_prospect care_active_agent hc_active_partner

Qualification Tags

qualified_preneed qualified_financial nurture_later duplicate_entry

Routing Tags

sent_to_call_center sent_to_bok sent_to_wealth from_call_center

Outcome Tags

not_interested unable_to_reach wrong_number do_not_contact appointment_set appointment_completed sale_closed sale_preneed sale_wealth closed_won closed_lost redtail_synced advisor_assigned

Text Program Tags

text-engaged text-no-response text-to-call call-only appointment-set-text appointment-set-call

System Reference

Golden Rules

These rules keep the system working. Breaking any of them creates downstream data loss, missed leads, or broken reporting.

System Reference

Troubleshooting

A contact appears twice in my pipeline

Check whether phone numbers are identical. Different phones = two separate people, no problem. Same phone = should never happen. Contact Admin to dedup and investigate.

I marked Call Outcome but the lead didn't arrive in MAPP Wealth

Wait 2–3 minutes for webhook processing, then search MAPP Wealth by phone number. If not found, contact Admin with a screenshot of the marked Call Outcome — the webhook may have failed.

A contact is marked "Do Not Contact" but they want to hear from us

Change the Contact Status field from "Do Not Contact" to "OK to Contact." You can then resume texting or calling.

A contact moved to Archive but I'm not done with them

Contact Admin to move them back to an active stage. Or create a manual task outside the pipeline to follow up.

A contact in Call Center is missing plan details

Look in MAPP Wealth under that phone number. If the advisor has not completed Meeting Notes and Plan Details, create a task for them to fill it in.

Redtail sync stopped — last sync was 2+ days ago

Contact Admin. The hourly sync workflow may have failed. Admin will check the integration status and restart if needed.

BOK Qualified rate is under 20%

This signals a data quality issue from the mail house OR qualification criteria may be too strict. Flag for review with the team.

System Reference

KPI Reports

Report Overview

Key Dashboards

MAPP Network Dashboard

• Active partners count — should be growing or stable
• Leads by partner — identify high-volume partners
• Proposal-to-signed ratio — flag if <30%

Call Center Dashboard

• Daily lead intake trend — spot when batches arrive
• Calls per agent — identify capacity constraints
• Routing distribution — are leads flowing to MAPP Wealth, BOK, and MAPP Network appropriately?

BOK Pre-Need Dashboard

• Batch intake frequency — when are mail house batches arriving?
• Qualified/not-qualified ratio — flag if <20%

MAPP Wealth Dashboard

• Closed Won / Closed Lost ratio — target >40% close rate
• Leads by source — which sources are most productive?
• Advisor leaderboard — performance management data
• Redtail sync status — all deals should sync within 1 hour of close

Text Program KPIs

• Leads entered into text program
• Response rate — % of leads that reply
• Conversation rate — % that go beyond 1 reply
• Appointments set via text
• Texts converted to calls — after 48hr no response
• Opt-out rate

Call KPIs

• Contact rate — % of leads successfully reached
• Speed to first contact
• Qualification rate — % moved to Pre-Need ready / Financial interest / Nurture
• Appointment set rate + show rate
• Lead leakage rate — % that never get contacted or stall out