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funnel-strategy

Maps your company's GTM motion (PLG, SLG, or Hybrid) to concrete funnel stages with inputs, outputs, and qualification criteria per stage. Detects motion type from website + Exa research, then produces pre-close + post-close stage definitions, the FETE mapping (Fit / Engagement / Tier / Eligibility), and closed-lost re-entry paths. Triggers - "funnel strategy", "funnel stages", "pipeline stages", "sales process", "lead qualification", "GTM motion mapping", or any work defining how leads flow through the business. Upstream - recommended company-context, icp-research. Downstream - feeds lifecycle-marketing, outreach-emails, content-strategy. NOT for lead scoring logic (use /lead-scoring) or lifecycle email campaigns (use /lifecycle-marketing).

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matteotitta/claude-code-marketing-quickstart
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SKILL.md (original)

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funnel-strategy — research skill

Infer and structure your sales funnel based on your GTM motion. Reads ICP + positioning (if locked) and your website signals to produce pre-close + post-close stages with qualification criteria per stage. Output: marketing/funnel/funnel-strategy.md.

When to use

  • Early in the engagement, after ICP research is in place — defines the stages every downstream skill assumes
  • When the GTM motion is shifting (e.g., PLG → Hybrid as enterprise deals start landing)
  • Quarterly refresh if win/loss data suggests stages are misaligned with reality

When NOT to use

  • For lead scoring logic per account — use /lead-scoring after this is locked
  • For lifecycle email campaign design — use /lifecycle-marketing after this is locked
  • If you already have a documented funnel that the team trusts — skip this; it's already done

Inputs

  • Recommended: marketing/icp/ICP.md (the champion + economic buyer help identify stage transitions)
  • Recommended: marketing/positioning/positioning.md (status-quo alternatives often map to closed-lost re-entry signals)
  • Your company website URL (Exa fetches + reads it)

What it produces

marketing/funnel/funnel-strategy.md with these sections:

  • GTM motion classification — PLG / SLG / Hybrid, with evidence from website + ICP signals
  • Pre-close stages — typically 4–6 stages (Aware → Engaged → Qualified → Discovery → Evaluation → Closed-Won)
  • Post-close stages — Onboarding → Activated → Habitual → Expansion (or Churn-Risk → Recovered)
  • Per-stage definitions — what triggers entry, what defines progression, what qualification criteria gate the next stage
  • FETE mapping — Fit / Engagement / Tier / Eligibility signals per stage
  • Closed-lost re-entry paths — how leads that dropped out get back in

Example run

In your terminal: /funnel-strategy

Claude reads your ICP + positioning files + fetches your website, then walks you through the GTM motion classification. Edits the draft with you, then writes the final to marketing/funnel/funnel-strategy.md.

For the format: see ../../../pulse-analytics-example/funnel/funnel-strategy.md — fully populated example for the fictional PulseAnalytics B2B SaaS analytics company.

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