Outcome Activities: Mav Playbook Webhook Outcome Reference

Complete reference for every outcome activity Mav fires via webhook — the terminal states that tell you how each lead’s playbook journey ended.

Outcomes are the final verdict on a lead’s journey through a Mav playbook. Where events fire at moments along the way, an outcome fires once — when the playbook reaches a definitive conclusion for that lead. This could mean the lead qualified and got connected to a rep, opted out, or turned out to be unreachable. Whatever the result, the outcome is the signal your downstream systems should act on to update lead status, route to sales, suppress future outreach, or trigger reporting.

Every outcome is delivered as a standard webhook payload with activity_type set to "outcome" and activity_label set to the outcome name.

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Outcomes Are Playbook-Specific

Unlike events, which are shared across all playbooks, outcomes are defined by your specific playbook configuration. The table below reflects the outcomes available in a typical Mortgage Qualification playbook. Your playbook may include a subset of these, additional custom outcomes, or different labels depending on how your playbook was built.

Contact your Mav account team if you need to understand exactly which outcomes are configured for your playbook, or to add new ones.

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Standard Outcome Reference

Outcome	Description	What Triggers It
callback_requested	The lead has requested a call back from a rep.	Lead explicitly asks for a callback during the conversation.
interested	The lead initially responded and expressed engagement.	Lead replies positively to the opening message.
not_interested	The lead stated they are not interested.	Lead explicitly declines to continue.
party_line_completed	The lead and rep successfully finished a party line call.	Both parties joined and the call completed.
qualified	The lead has qualified to speak with a rep on a Party Line.	Lead meets the playbook’s qualification criteria.
unqualified	The lead stated something that disqualifies them from coverage.	Lead’s responses indicate they do not meet the qualification criteria (e.g., wrong coverage type, outside service area).
undeliverable	Messages could not be delivered to the phone number provided.	Carrier-level delivery failure on the lead’s number.
opted_out	The lead opted out of messaging.	Lead sends STOP or similar opt-out keyword.
undeliverable_rejected	The carrier rejected messages to this number.	Carrier actively rejected delivery, not just failed. (Available via Zapier integration.)

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Understanding Key Outcomes

qualified vs callback_requested

Both of these are positive outcomes, but they represent different paths to a rep:

• qualified — Mav ran the lead through the full qualification sequence and they passed. Typically followed by a party line attempt to connect them with a rep immediately.
• callback_requested — The lead asked to be called back at a specific time or simply prefers a call over messaging. A rep should follow up proactively.

opted_out and undeliverable

These outcomes require you to suppress the lead from future outreach:

• opted_out — The lead sent a STOP keyword or equivalent. Under TCPA, you must not contact this lead again without fresh consent.
• undeliverable — The number is invalid or unreachable. Remove it from your active lead pool.
• undeliverable_rejected — Similar to undeliverable, but the carrier is actively blocking messages to this number. Treat the same as undeliverable for suppression purposes.

When you receive an opted_out outcome, you must suppress that lead from any further outreach in your own systems as well. TCPA compliance is a shared responsibility — Mav suppresses the lead on its side, but your CRM and marketing platforms need to be updated too.

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Outcome Payload Example

The following is a complete webhook payload example for the qualified outcome:

{
  "activity_type": "outcome",
  "activity_label": "qualified",
  "activity_play_id": "ply_abc123xyz",
  "activity_note": "Lead has qualified to speak with a rep on a Party Line",
  "activity_created_at": "2024-01-15T14:30:00Z",
  "lead_id": "ld_def456uvw",
  "lead_first_name": "Jane",
  "lead_last_name": "Doe",
  "lead_email": "[e-mail]",
  "lead_opted_out": false,
  "lead_created_at": "2024-01-15T09:00:00Z",
  "lead_additional_info": [
    { "key": "current_insurance_carrier", "value": "State Farm" },
    { "key": "credit_rating", "value": "Good" }
  ],
  "lead_originators": [
    { "origin": "facebook_leads", "key": "crm-lead-id-456" }
  ]
}

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Updating Your CRM on Outcomes

The most common integration pattern is to listen for outcome webhooks and use them to drive CRM updates. Here’s a practical approach using lead_originators to match the lead:

app.post('/mav-webhook', (req, res) => {
  res.sendStatus(200); // Acknowledge immediately

  const payload = req.body;

  // Only act on outcomes
  if (payload.activity_type !== 'outcome') return;

  // Find the lead in your CRM using the originator key
  const originator = payload.lead_originators?.[0];
  const crmLeadId = originator?.key;

  switch (payload.activity_label) {
    case 'qualified':
      crm.updateLead(crmLeadId, { status: 'Qualified', route_to_sales: true });
      break;
    case 'callback_requested':
      crm.updateLead(crmLeadId, { status: 'Callback Requested' });
      crm.createTask(crmLeadId, { type: 'Call', due: 'today' });
      break;
    case 'not_interested':
      crm.updateLead(crmLeadId, { status: 'Not Interested', suppress: true });
      break;
    case 'opted_out':
      crm.updateLead(crmLeadId, { status: 'Opted Out', suppress: true, tcpa_suppressed: true });
      break;
    case 'undeliverable':
    case 'undeliverable_rejected':
      crm.updateLead(crmLeadId, { status: 'Bad Number', suppress: true });
      break;
    default:
      console.log(`Unhandled outcome: ${payload.activity_label}`);
  }
});

Always handle the default case in your outcome switch. Mav may introduce new outcomes over time, and gracefully ignoring unknown labels keeps your integration resilient without breaking.

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Related Pages

• Event Activities — Milestone events that fire throughout the playbook journey.
• Outbound Webhooks — Full payload reference and delivery best practices.
• Marketing Sources API — Submit leads to Mav and pass originator IDs for CRM matching.