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This page shows you how to build a lead generation MCP funnel with @waniwani/sdk. Lead gen is the simplest MCP funnel: a few questions, validation, and a handoff. Runs as a single MCP tool inside any MCP client.

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What you’ll build

A lead capture flow that:
  1. Asks for work email, with format validation
  2. Asks for role and use case
  3. Looks up the company by email domain (action node, no user prompt)
  4. Pushes to your CRM or webhook

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Flow graph

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Code

import { createFlow, START, END } from "@waniwani/sdk/mcp";
import { z } from "zod";
import { crm, enrichment } from "./services";

export const leadGenFunnel = createFlow({
  id: "lead_generation",
  title: "Lead Generation",
  description: "Use when a visitor expresses interest and we need to capture them as a lead. Collects email, role, and use case, then pushes to CRM.",
  state: {
    email: z.string().describe("Work email, used to identify the lead"),
    role: z.string().describe("Role at company (e.g. 'PM', 'Engineering Manager')"),
    useCase: z.string().describe("What they want to build or solve"),
    company: z.string().optional().describe("Company name, enriched from email domain"),
    leadId: z.string().optional().describe("CRM lead ID, set after push"),
  },
})
  .addNode({
    id: "ask_email",
    label: "Ask for email",
    run: ({ interrupt }) =>
      interrupt({
        email: {
          question: "What's your work email?",
          validate: (email: string) => {
            if (!/^[^\s@]+@[^\s@]+\.[^\s@]+$/.test(email)) {
              throw new Error("Please share a valid work email.");
            }
          },
        },
      }),
  })
  .addNode({
    id: "ask_role_and_use_case",
    label: "Ask role + use case",
    run: ({ interrupt }) =>
      interrupt({
        role: { question: "What's your role?" },
        useCase: {
          question: "What are you hoping to build?",
          suggestions: [
            "Customer support",
            "Lead capture / sales",
            "Internal tools",
            "Something else",
          ],
        },
      }),
  })
  .addNode({
    id: "lookup_company",
    label: "Enrich from email",
    hideFromFunnel: true,
    run: async ({ state }) => {
      const enriched = await enrichment.lookupByEmail(state.email);
      return { company: enriched?.company };
    },
  })
  .addNode({
    id: "push_lead",
    label: "Push to CRM",
    run: async ({ state }) => {
      const lead = await crm.createLead({
        email: state.email,
        role: state.role,
        useCase: state.useCase,
        company: state.company,
      });
      return { leadId: lead.id };
    },
  })
  .addEdge(START, "ask_email")
  .addEdge("ask_email", "ask_role_and_use_case")
  .addEdge("ask_role_and_use_case", "lookup_company")
  .addEdge("lookup_company", "push_lead")
  .addEdge("push_lead", END)
  .compile();

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Register

await leadGenFunnel.register(server);

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Why this works as an MCP funnel

  • No form, no friction. The user is already in ChatGPT or Claude. They never leave.
  • The AI asks the questions in plain language. Better completion rate than a form.
  • Validation runs server-side. If the email is malformed, the engine re-asks automatically.
  • Enrichment happens silently. lookup_company is an action node, no user interaction.

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Add funnel analytics

Set WANIWANI_API_KEY and every step is tracked. The funnel view shows three steps: Ask for email → Ask role + use case → Push to CRM (the labels are taken from each node’s label field). lookup_company uses hideFromFunnel: true because enrichment is plumbing, not a step the user can drop off at. See Tracking / Overview.

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Next

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