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Corey Haines ec31133ad9 feat: add plan skill — comprehensive AARRR marketing plan generator

A new skill (`/plan {client-name}`) that produces an exhaustive 13-section
Notion-paste-ready marketing plan structured by AARRR (Acquisition,
Activation, Retention, Referral, Revenue), customized to the client's
current budget, team, stage, and tooling stack, mapped to future
funding-stage capability unlocks.

Three-phase workflow:
- INIT: research + structured 10-topic intake; pulls data from wired
  MCPs (Ahrefs, GA4, Stripe, Customer.io, etc.); offers to run
  /audit-marketing first
- REVIEW: section-by-section interactive draft with user confirmation
  on each of the 13 sections; resumable across sessions
- FINALIZE: compile, verification pass (cross-references, machine paths,
  brand voice), and optional publish to a shared GitHub repo

The 13 sections:
1. Executive summary
2. Strategic frame
3. Current state (scored against the 17-section audit-marketing rubric)
4. Acquisition
5. Activation
6. Retention
7. Referral
8. Revenue
9. 90-day roadmap (AARRR-tagged, owner-assigned)
10. 12-month outlook (with funding-stage milestones)
11. Marketing operations stack (skills + MCPs per AARRR stage)
12. Tactical idea bank (all 139 ideas from `marketing-ideas` mapped to
    AARRR + client-specific status: Now / Q2 / Q3+ / Q4+ / Skip)
13. Measurement, RACI, open decisions, appendix

References:
- methodology.md — full three-phase workflow
- plan-template.md — 13-section template with per-section guidance
- aarrr-framework.md — AARRR primer + diagnostic rules for which stage
  is the binding constraint
- current-state-rubric.md — 17-section audit-marketing rubric mapped
  to AARRR
- ops-stack-mapping.md — all 26+ marketing skills + MCP/API integrations
  mapped to AARRR stages
- idea-cross-reference.md — all 139 marketing-ideas mapped to AARRR
  with timing defaults
- funding-stage-unlocks.md — 5 standard funding tiers (pre-seed through
  Series B+) with budget profiles and capability unlocks
- measurement-framework.md — north-star patterns by business model,
  leading indicators by AARRR stage, review cadence
- client-types.md — variations by client archetype (B2B SaaS, D2C
  consumer app, hybrid hardware+software, marketplace, dev tool,
  deep-tech/clinical, commerce)
- example-olo.md — canonical reference plan from a real fCMO engagement

Updates:
- plugin.json + marketplace.json bumped to 2.3.0
- marketplace description updated to 43 skills
- VERSIONS.md entry added

Total skills: 43.

Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com>

2026-05-27 17:38:31 -07:00

13 KiB

Raw Blame History

Marketing Operations Stack — Skills + MCPs per AARRR Stage

This doc maps every marketing-skill and every relevant MCP/API integration to the AARRR stage(s) it primarily serves. It's the source for Section 11 of every plan.

The thesis

A small team + fCMO + agentic tooling = output of a 15–20-person traditional marketing org. The skills + MCPs encode workflows that previously required dedicated headcount per channel.

The plan's Section 11 makes this thesis explicit by:

Mapping skills to stages so the founder sees which skills execute which work
Mapping MCPs/APIs to stages so the founder sees the tooling layer
Naming a concrete operational example that proves the stack works
Showing capability unlocks by funding stage (pre-seed → seed → Series A)

Marketing skills mapped to AARRR

Acquisition skills

Skill	What it does	Primary use in Acquisition
`seo-audit`	Audit site for technical and on-page SEO	Quarterly site health checks
`ai-seo`	Optimize content for AI search engines / LLM citation	Future-proof content strategy
`programmatic-seo`	Build template-driven SEO pages at scale	Location, comparison, integration page systems
`schema`	Add structured data markup	Rich snippets, eligibility for AI citation
`content-strategy`	Plan content topics, pillars, cadence	Setting the editorial calendar
`competitors`	Build vs-pages and alternative-to-pages	Capture high-intent SERPs against competitors
`ads`	Plan and structure paid campaigns	Apple Search Ads, Meta, Google, LinkedIn
`ad-creative`	Generate ad variations and creative	Iterate ad creative across platforms
`social`	Plan and write social media content	LinkedIn, Twitter/X, Instagram, TikTok
`typefully`	Schedule/post tweets, threads, LinkedIn content	Cadence operations for founder-led channels
`cold-email`	Write B2B cold outreach + sequences	Outbound for B2B SaaS / hybrid businesses
`analytics`	Set up tracking, GA4, conversion events	Funnel instrumentation
`audit-marketing`	Run the 17-section product marketing audit	Comprehensive scoring of current state
`free-tools`	Plan engineering-as-marketing free tools	Build tools that generate links + leads
`marketing-website-design`	Design marketing sites with intention	Pillar/landing page design
`launch`	Plan and execute launches (Product Hunt, GA, feature launches)	GTM moments — strategy + tactical execution

Activation skills

Skill	What it does	Primary use in Activation
`onboarding`	Optimize user onboarding flows	Onboarding rebuild, activation rate tests
`signup`	Optimize signup/registration	Reduce friction at top of activation
`cro`	Optimize any marketing page or form	Conversion testing across pages, forms, landing pages
`paywalls`	Optimize paywalls and upgrade screens	Trial → paid conversion (also Revenue)
`popups`	Optimize popups, modals, slide-ins	Lead capture + activation prompts
`copywriting`	Write marketing copy	Onboarding screens, paywall copy, CTAs
`copy-editing`	Edit and improve existing copy	Voice / clarity pass before ship
`copycraft`	Real-time copy variation overlay	Live copy iteration during reviews
`website-copy`	Write full website copy (stage-8 from CF process)	Comprehensive site copy production
`ab-testing`	Plan A/B tests	Structure for onboarding variant tests
`marketing-psychology`	Apply behavioral science to copy and CRO	Persuasion principles in activation moments

Retention skills

Skill	What it does	Primary use in Retention
`emails`	Design email sequences	Customer.io / Mailchimp / Resend flow building
`churn-prevention`	Build cancellation flows, save offers, win-back	Reduce churn, recover failed payments
`copywriting` / `copy-editing`	Email copy production	Lifecycle email content
`paywalls`	(cross-cuts) — upgrade prompts in retention emails	Upsell within lifecycle
`ab-testing`	Test email variants	Subject line, CTA, timing tests

Referral skills

Skill	What it does	Primary use in Referral
`referrals`	Plan and launch referral / affiliate / ambassador programs	Core skill for Section 7
`social`	Create ambassador-shareable content	Talking points, post templates
`copywriting`	Ambassador / affiliate email copy	Recruitment, onboarding, communication
`marketing-website-design`	Per-ambassador landing pages	Attribution surface
`emails`	Ambassador lifecycle emails	Onboarding, monthly digest, payout notifications

Revenue skills

Skill	What it does	Primary use in Revenue
`pricing`	Audit and optimize pricing	Plan tier structure, annual defaults, value metrics
`paywalls`	Paywall optimization	Trial → paid, free → paid conversion
`sales-enablement`	Build sales decks, one-pagers, demos	B2B sales support material
`revops`	Revenue operations, lead lifecycle	Marketing → sales handoff
`ab-testing`	Pricing experiments	Test annual default, intro pricing, tier consolidation

Cross-cutting / brand foundation skills

Skill	What it does	Primary use
`positioning`	Define market positioning	Section 2 of plan (Strategic frame)
`customer-research`	Conduct customer interviews + surveys	Section 2 + Section 3 (Current state)
`brand-voice`	Apply / enforce brand voice	Every section that involves copy
`brand-strategy`	Brand strategy workshop (stage-3 from CF process)	Foundational brand work
`brand-guidelines`	Apply brand guidelines (e.g., Anthropic's)	Cross-functional brand artifact creation
`brand-style-guide`	Build a brand style guide doc (stage-7)	Handoff to designers
`branding`	Implement a defined brand in code	Building brand-aligned UI
`product-marketing`	Set up the `.agents/product-marketing.md` context file	Persistent client context for future skill runs
`marketing-psychology`	Apply behavioral science	Cross-cuts copy, CRO, paywalls
`marketing-ideas`	The 139-idea library	Section 12 of plan (Idea bank)
`diagram-maker`	Create visual diagrams	Flows, architecture, RACI charts

CF process / workflow skills (less directly used)

These exist for full client engagements (Conversion Factory process). The plan skill doesn't usually invoke them directly, but they show up in RACI when a client is doing a full revamp.

client-intake (stage-0), sitemap-workshop (stage-4), creative-direction (stage-5), logo-design (stage-6), wireframes (stage-9), website-build-native / -webflow / -framer (stage-10), client-handoff (stage-11), growth-engine (stage-13)

MCPs and APIs mapped to AARRR

Acquisition tooling

Tool	What it provides	Wired-at-client check
Ahrefs API	SEO data: keyword research, backlinks, competitor analysis	Required `AHREFS_API_KEY` in `.env`
DataForSEO API	SERP data, keyword volume, competitor SERP analysis	Required API key
GA4 MCP	Traffic by channel, conversion events, retention curves	Wired via gcp project + service account
GitHub MCP	Repo work: marketing site (`site-name-promo` patterns), content authoring	Standard `gh` CLI auth + MCP server
Typefully MCP	Social posting (LinkedIn, X, Threads, Bluesky)	Typefully account + API key
Google Ads MCP	Ad account management, campaign creation, performance pulls	Wired post-budget-unlock
agent-browser	Browser automation (form fills, screenshots, scraping)	CLI install: `npm install -g agent-browser`
dev-browser	General-purpose browser automation	MCP server install
defuddle	Clean markdown extraction from web pages	CLI install
Notion	Internal knowledge directory access	Notion API key
Stripe MCP	LTV math, paid-CAC reconciliation (cross-cuts to Revenue)	Stripe account + restricted key

Activation tooling

Tool	What it provides
App Store Connect	Conversion rate by listing variant, install funnel
GitHub MCP	Mobile app repo for onboarding code edits
Figma / Pencil MCP	Onboarding screen design + iteration
Customer.io MCP	In-app messaging + lifecycle email coordination
Stripe MCP	Subscription state for paywall logic
GA4 MCP	Activation events instrumentation

Retention tooling

Tool	What it provides
Customer.io MCP	The retention infrastructure — flow building, segmentation, sending
Shopify	Hardware buyer events as lifecycle triggers
Stripe MCP	Subscription state, churn cohorts, plan changes
GA4 MCP	Session events, retention curves
Resend / Mailchimp / SendGrid	Alternatives to Customer.io for different stacks

Referral tooling

Tool	What it provides
Dub.co	Ambassador attribution, short links, per-ambassador tracking
Stripe MCP	Commission accounting + payouts via Connect
GitHub MCP	Per-ambassador landing pages
Customer.io MCP	Ambassador lifecycle (recruitment → onboarding → monthly digest → payout notifications)
Rewardful / Tolt / Mention Me	Alternatives to Dub for affiliate management

Revenue tooling

Tool	What it provides
Stripe MCP	Pricing tests, subscription analytics, churn cohort analysis, blended CAC math
Shopify	Hardware transactions
GA4 MCP	Revenue events
Customer.io MCP	Paywall / pricing-related lifecycle
Notion	Commercial knowledge directory

Cross-cutting tooling

Tool	What it provides
Notion	Shared knowledge base
GitHub MCP	Shared context repo (`{client-org}/{client-context}`)
defuddle	Research extraction
obsidian-cli	Working notes for fCMO
Pencil MCP	Design files
Figma MCP	Design files (if Figma)

Capability unlocks by funding stage

The plan's Section 11 must include this table (or equivalent), specific to the client's current and projected funding stages.

Stage	Headcount	Tooling	Channels live
Pre-seed / bootstrapped	fCMO + founder team	All current tooling + marketing-skills library + MCP layer	Organic only (SEO, content, App Store, founder-led social, events, WOM, ambassador)
Seed close	+ first marketing hire (lifecycle/content owner)	+ paid ad accounts (Apple Search Ads, Meta, LinkedIn) + `ads` skill activated	+ paid acquisition pilot ($5–10K/mo)
Seed deployment	+ designer (potentially fractional)	+ analytics expansion (Mixpanel / Amplitude if needed)	+ paid scaling ($20–50K/mo) + first launches (PH, GA)
Series A	+ performance marketing lead + content lead	+ dedicated tooling spend ($2–5K/mo software) + sponsored event budget	+ paid scaling ($50–150K/mo) + international consideration + B2B vertical expansion
Series B+	Full-stack marketing org (10+ people)	+ agency partnerships + PR firm	+ brand campaigns + acquisitions + sponsorships at category level

The concrete-example test

Section 11 of the plan must include at least one concrete operational example that proves the stack thesis. The example should be:

A specific event (not abstract claim)
From this client's actual history if possible (most credible)
Tied to a non-technical person executing via the stack (proves it works without dedicated engineering)

Examples from real engagements:

"On the kickoff call, Markus drafted a working Customer.io abandoned-cart flow live, using Customer.io's Claude MCP. Validated that a non-technical founder can ship lifecycle work using the skill pattern independently."
"In two weeks, the team scaled from 0 to 14 ranking keywords using programmatic-seo against the Ahrefs API + GitHub MCP — no dedicated SEO hire required."
"The first email campaign generated a 24% reply rate after cold-email skill + GA4 MCP + Stripe MCP gave the team a verified target list of users with high LTV but no recent activity."

If the client has no such moment in their history yet, frame the example as the first move — "Here's the demonstration the team will run in week one to validate the stack:"

When the stack doesn't apply (yet)

For clients without MCP connections set up, frame Section 11 differently:

List the skills that DO apply with current tooling
Name which MCPs would unlock which sections of the plan
Treat MCP setup as a Q1 priority alongside the bedrock fixes

A plan can't claim the agentic-stack thesis if the stack isn't wired. Be honest about state.

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