| name | gtm-reverse-engineer |
| description | Reverse-engineer any company's public go-to-market into an evidence-graded, multi-file playbook (copy / adapt / skip). Use whenever the user wants competitor GTM teardown, growth forensics, channel analysis (Instagram, X/Twitter, LinkedIn, ads, Reddit/community, SEO, jobs, pricing), "how did X grow", unicorn/breakout GTM playbook, modular GTM research, or to install a 90-day motion plan from public signals. Trigger even if they say "spy on their GTM", "tear down their acquisition", or name a single channel (ads only, X only, community only). Prefer this skill over ad-hoc web search when a structured pack or playbook is desired.
|
| argument-hint | <company URL or name> [modules=full|quick|standard|ads,social_x|...] [depth=quick|standard|max] |
| version | 1.0.0 |
GTM Reverse Engineer
General, company-agnostic skill. Nothing about a specific brand is hardcoded in runtime logic. The target company is always supplied by the user (or clarified before run).
Defaults (override if user already chose otherwise)
| Setting | Default |
|---|
| Skill id | gtm-reverse-engineer |
| Output root | ./outputs/gtm-playbook-<slug>/ under current workspace |
| Depth | standard unless user says quick/max/full |
| Modules | user-selected; if user says "full" / "in-depth" / "everything" → all modules |
| Collectors | auto-detect (see below); never require Kimi or any browser bridge |
| Extra vs base research | Channel Completeness Contracts on every gather + scorecard |
If product choices are still ambiguous after reading the user message, ask before spending a large run. Do not invent the target company.
When this skill triggers
- Competitor / company GTM, growth, acquisition, positioning teardown
- Single-channel asks: "only Instagram", "only X", "only ads", "only community"
- Full playbook / 90-day copy plan / what not to copy
- Modular or full-depth GTM research workflows
Non-goals / honesty fence
- Not insider or "stolen secrets." Public and user-session-visible signals only.
- Not audited financials. Company-claimed ARR/users/valuation stay labeled.
- Not equal depth for every company. Thin public exhaust → thin pack + explicit coverage.
- Do not hardcode example companies as the run target. Examples in docs are illustrations only.
Required inputs
- Target (required): company name and/or website URL.
- Modules (required unless full): list or preset (
full, quick, or explicit module ids).
- Optional: geo focus, B2B vs B2C emphasis, output directory, depth (
quick | standard | max).
If target is missing or ambiguous (multiple entities share the name), stop and disambiguate (entity lock) before gather.
Module catalog (v1)
Compose any subset. full enables all gather modules + analyze bundle + verify + playbook.
| Module id | Purpose |
|---|
entity | Company lock, founders/team surface, timeline anchors |
press_funding | Press, launches, funding claims (graded) |
product_pricing | Site, pricing, packaging, enterprise/affiliates pages |
jobs | Careers/jobs as GTM org proxy |
social_x | X/Twitter official + founders (archives/web first) |
social_linkedin | LinkedIn company (+ founders if reachable) |
social_instagram | Instagram official |
ads | Meta/Google ad library and paid creative angles |
community | Reddit/community sentiment and objections |
seo_distribution | SEO content, PH, affiliates, distribution surfaces |
youtube_interviews | Talks/interviews index + transcripts when available |
analyze | Analysis suite (scoped to enabled evidence) |
verify | Adversarial review + claim audit + confidence/gaps |
playbook | Copyable playbook chapters (scoped) |
Presets (resolved by scripts/init_run.py into concrete module ids):
quick → entity, product_pricing, press_funding, analyze, verifystandard → all gather modules + analyze, verify, playbookfull / max → same module set as standard; depth controls effort/browser willingness, not a different module list
Scorecard is not a module. After any gather, always run completeness rollup (phase), then optional analyze slices.
Depth vs modules: modules = what runs; depth = how hard (query volume, browser enrich only if confirmed).
Read references/modules.md for per-module outputs, done-when, and analyze scope.
Pipeline (always) — load order
0. Parse args → resolve modules (init_run.py) → output paths
1. Detect collectors (detect_collectors.py) — browser_enrich_possible defaults false
2. Entity lock (serial; stop if ambiguous)
3. Gather enabled modules in parallel (each returns completeness_contract)
4. Orchestrator rollup COMPLETENESS-SCORECARD + RUN-CONFIG contracts
5. validate_run.py --phase post_gather (block on FAIL)
6. Analyze (only dimensions supported by evidence)
7. Verify if enabled (claim audit + adversarial)
8. Playbook if enabled (only if module enabled)
9. validate_run.py --phase final; index + confidence map + gaps
For large multi-module runs, prefer Claude Code Workflow orchestration (dynamic-workflow patterns): phase, parallel, pipeline, structured agent returns. Pass modules_resolved, not preset strings. For single-module asks, inline agents are enough — Completeness Contracts remain mandatory.
Collector auto-detect (never hardcode Kimi)
Run scripts/detect_collectors.py (or follow references/collector-matrix.md) at start of every run.
Priority order for raw collection:
- Always: web search skill (if present),
curl/HTTP fetch, public APIs/archives
- If present: YouTube transcript scripts/skills
- If browser bridge available (chrome-session-bridge / Capy browser bridge online): optional logged-in enrich for login-walled surfaces
- If Kimi webbridge skill + daemon/extension available: optional; one session per agent, max 2 tabs; never default bulk
- If nothing beyond web: proceed web-only; document limits in completeness contracts
Rules:
- Detection must be runtime, not baked into module lists as "requires Kimi."
- If user is not logged in and wall blocks, set contract
blockers to include login_wall and list login_required_surfaces — do not invent engagement.
- Never open mass tabs. Prefer one tab reused per browser agent.
- Omit browser tools from prompts when
browser_enrich_possible is false.
Channel Completeness Contracts (mandatory)
Every gather agent (including entity and single-module/inline runs) MUST emit a full canonical contract. Schema + enums: references/completeness-contracts.md.
All required keys: module, channel, method (web|archive|browser|mixed), claimed_complete (default false), items_captured, date_span, sample_note, what_was_not_covered, grade_of_collection, login_required_surfaces, blockers.
Rollup: orchestrator writes 00-meta/COMPLETENESS-SCORECARD.md and RUN-CONFIG.completeness_contracts after gather. Missing contract for an enabled gather module = QA fail (scripts/validate_run.py).
Analyze/playbook must not imply full channel history/census when claimed_complete is false.
Evidence grades
- A primary (official site/app, official social, filings, careers, primary founder post/transcript)
- B strong secondary with attribution
- C pattern from multiple weaker signals (list them)
- D single weak source — never playbook foundation
- UNKNOWN missing — do not invent
Company-claimed metrics: always label. See references/evidence-grades.md.
Output tree (generic)
outputs/gtm-playbook-<slug>/
00-meta/ README, SOURCE-INDEX, CONFIDENCE-MAP, GAPS, COMPLETENESS-SCORECARD, RUN-CONFIG
01-entity/ COMPANY-LOCK, ...
02-raw-evidence/<module>/...
03-analysis/...
04-playbook/... (if enabled)
05-verification/... (if enabled)
<slug> from target domain or normalized company name. Init via scripts/init_run.py when available.
Templates: references/output-tree.md.
RUN-CONFIG.json
Written by init_run.py at start (update at end). Important fields:
{
"target_input": "<user string>",
"entity_locked": null,
"slug": null,
"modules_preset": "standard",
"modules_resolved": ["entity", "…"],
"gather_modules": ["entity", "…"],
"synthesis_modules": ["analyze", "verify", "playbook"],
"depth": "standard",
"collectors_detected": {},
"output_dir": "",
"started_at"
No default target company field. Never set target to an example output path.
Modular execution examples
User: "only X GTM for https://example.com"
→ modules: entity, social_x; completeness rollup phase; light analyze slice (social scorecard only); skip full playbook unless asked.
User: "Instagram ads only"
→ modules: entity, social_instagram, ads (IG-relevant), completeness contracts, ads/social scorecards.
User: "full in-depth GTM playbook for Acme"
→ all modules; Workflow recommended; verify + full playbook.
Workflow templates
workflows/README.md — how to composeworkflows/modular-gather.md — gather agent prompt patterns (parameterized)workflows/full-run.md — full depth phase map- Do not ship company-specific JS. Any Workflow script must take
args: { target, modules, outputDir, depth, collectors }.
QA expectations while using this skill
Before final handoff:
- Entity lock file exists and matches user target
- Every enabled gather module has a completeness contract
- No invented metrics
- SOURCE-INDEX lists sources
- GAPS-AND-UNKNOWNS honest
- If playbook enabled: recommendations cite grades
References to load as needed
| File | When |
|---|
references/modules.md | Module plan / dependencies |
references/completeness-contracts.md | Every gather |
references/collector-matrix.md | Start of run |
references/output-tree.md | Init outputs |
references/evidence-grades.md | Analysis / verify / playbook |
references/playbook-chapters.md | Playbook module |
references/agent-prompt-templates.md | Spawning subagents |
references/guardrails.md | Browser/safety |
Scripts
| Script | Purpose |
|---|
scripts/detect_collectors.py | Print JSON of available collectors |
scripts/init_run.py | Expand presets, create tree + RUN-CONFIG |
scripts/validate_run.py | Fail-closed QA (`--phase post_gather |
Anti-patterns
- Hardcoding a demo company’s handles as defaults
- Requiring Kimi/browser to run at all
- One tab per post / mass navigation
- Claiming complete social history without contract proof
- Turning company-claimed ARR into playbook foundation
