Add BDR and FDE coverage to customer journey model (#18825)

* Add BDR and FDE coverage to customer journey model

Adds two columns to the coverage map so the customer journey model reflects the full set of functions that touch an account:

- BDR: top-of-funnel sourcing at Exploring, conditional at Evaluating during handoff to TAE.
- FDE: conditional technical layer across Implementing/Ramping/Expanding for high-spend or technically complex accounts, plus a conditional Proving cell for POC support (flagged as optional).

Also adds coverage-map notes and two ownership rules describing how each function enters and exits an account. Existing cells for TAE/CSM/TAM/Growth TAM/Onboarding are unchanged.

Generated-By: PostHog Code
Task-Id: 0fdfdef9-3ae3-4ad8-ad94-512883e74f15

* Clarify terms and conditions in customer journey document

Author: tjcran

contents/handbook/growth/sales/customer-journey.md

@@ -40,24 +40,26 @@ Who covers the account at each stage. Stages run top to bottom in the order a cu
 
 ✅ active coverage  ·  🟡 conditional (see notes)  ·  blank = not involved
 
-| Stage            | TAE | CSM | TAM | Growth TAM | Onboarding |
-| ---------------- | :-: | :-: | :-: | :--------: | :--------: |
-| **Exploring**    |     |     |     |            |     🟡     |
-| **Evaluating**   | ✅  |     |     |            |     🟡     |
-| **Proving**      | ✅  |     |     |            |     🟡     |
-| **Buying**       | ✅  | 🟡  |     |            |     🟡     |
-| **Implementing** |     | ✅  | 🟡  |     🟡     |     🟡     |
-| **Ramping**      |     | ✅  | ✅  |     ✅     |     🟡     |
-| **Expanding**    |     | ✅  | ✅  |     ✅     |            |
-| **Steady state** |     | ✅  |     |            |            |
+| Stage            | BDR | TAE | CSM | TAM | Growth TAM | FDE | Onboarding |
+| ---------------- | :-: | :-: | :-: | :-: | :--------: | :-: | :--------: |
+| **Exploring**    | ✅  |     |     |     |            |     |     🟡     |
+| **Evaluating**   | 🟡  | ✅  |     |     |            |     |     🟡     |
+| **Proving**      |     | ✅  |     |     |            | 🟡  |     🟡     |
+| **Buying**       |     | ✅  | 🟡  |     |            |     |     🟡     |
+| **Implementing** |     |     | ✅  | 🟡  |     🟡     | 🟡  |     🟡     |
+| **Ramping**      |     |     | ✅  | ✅  |     ✅     | 🟡  |     🟡     |
+| **Expanding**    |     |     | ✅  | ✅  |     ✅     | 🟡  |            |
+| **Steady state** |     |     | ✅  |     |            |     |            |
 
 
 Notes:
 
 - Automation is the base level everywhere a direct human coverage isn't needed. Below-$500 MRR accounts and sub-$20k steady-state accounts have no human owner by design.
--  TAM allocation can start during Implementing when a deal closed with a known expansion path.
+- TAM allocation can start during Implementing when a deal closed with a qualified expansion opp.
 - Growth TAM pickup can happen during Implementing for a fast-ramping sub-$20k account.
-- The onboarding team's lane is wide because its trigger is first payment, which can land anywhere from Exploring through Ramping.
+- The onboarding team's coverage is wide because its trigger is first payment, which can land anywhere from Exploring through Ramping.
+- BDR coverage is top-of-funnel only: BDRs source and qualify accounts at Exploring (primarily via cold outbound to accounts with no inbound buying signal) and hand off to the TAE at Evaluating. They don't carry the account past that handoff.
+- FDE coverage is conditional where TAM, CSM, or TAE sell an FDE engagement to a customer accoun and then an FDE runs a short-term, hands-on technical engagement where the implementation need is more than a TAM or CSM can deliver. The 🟡 at Proving covers the case where an FDE helps prove technical fit during a POC with a top prospect
 
 ## Ownership rules
 
@@ -66,3 +68,7 @@ Notes:
 **TAM coverage is the exception, not the default.** A TAM is added to an account only when a clear expansion or cross-sell opportunity justifies it, and released when the opportunity is exhausted. 
 
 **TAE handoff goes to CSM, always** (above threshold). Optionally the TAE also hands to a TAM, but only when the handoff doc names the specific opportunity that justifies the layer. "Still ramping" is not a justification. 
+
+**BDRs feed the funnel, they don't own the deal.** BDRs own top-of-funnel sourcing at Exploring and hand off to the TAE at Evaluating. Coverage ends at the handoff; the TAE owns the account from there.
+
+**FDE is a conditional technical layer, like TAM.** An FDE is added to an account only when a high-spend or technically complex implementation justifies dedicated engineering beyond what a TAM or CSM can deliver, and released when the engagement is done.