Marketing_GTM

Use when pipeline velocity is flat or declining, win rates are below 20 percent, sales cycles are lengthening, deals are single-threaded, or lead routing is slow. Use when MQL volume is prioritized over pipeline quality, when marketing and sales define funnel stages differently, or when signal-based engagement has not replaced linear nurture drips.

Use when messaging is inconsistent across sales and marketing, homepage conversion is low, buyers cannot articulate what makes you different, or positioning was never formally defined. Use when entering a new category, responding to competitive repositioning, launching a major product, or when customer research reveals a gap between how customers describe you and how you describe yourself.

Use when starting any marketing initiative, entering a new market, refreshing ICP, or when downstream marketing decisions lack customer evidence. Use when messaging isn't resonating, churn patterns are unclear, or positioning feels like guesswork. Foundational skill that feeds all other marketing skills.

Use when sales reps lack deal-stage-specific content, when the founder's sales knowledge lives in their head instead of a system, when win rates are declining or sales cycles are lengthening, when no buying group content map exists, or when reps spend significant time creating content that should already exist. Use when sales and marketing lack shared definitions and feedback loops.

Use when targeting feels unfocused, CAC is too high, churn patterns suggest bad-fit customers, or the ICP lives only in the founder's head. Use when entering a new market, conversion rates are low, or sales wastes cycles on wrong-fit accounts. Use after customer research is complete and before any channel or campaign decisions.

Use when the user needs to translate foundational marketing insights into an operational growth plan, select a GTM motion, prioritize channels, or create a 90-day execution plan. Use when marketing efforts feel like disconnected tactics without a coherent system connecting them to revenue targets.

Use when the user needs to build a strategic brand narrative, define thought leadership positioning, codify brand voice, or plan community and earned media presence. Use when brand is accidental rather than intentional, messaging could belong to any competitor, or AI search engines are shaping brand perception without input.

Use when launching a new product, feature, or market entry and needing a structured execution plan. Use when launches lack cross-functional coordination, asset creation is bottlenecked, internal enablement is being skipped, or launch timelines are stretching beyond reasonable windows. Use when needing to classify launch tier and compress cycles with AI.

Use when the user wants to execute a marketing skill workflow end-to-end. Triggers on "run the workflow", "execute reducing-cac", "run the CAC optimizer", or any request to execute a skill with a workflow-spec.yaml. This skill orchestrates multi-phase workflows with data connections, checkpoints, and structured outputs.

Use when sales reps lack current competitive intel, win rates against specific competitors are declining, new competitors enter the market, or competitive objections are unaddressed. Use when launching comparison content, preparing battlecards, or when competitor pricing, features, or positioning have shifted. Use after customer research and ICP definition are complete.

Use when net revenue retention is below 110%, when churn patterns are reactive instead of predictive, when expansion revenue lacks systematic triggers, when onboarding fails to reach activation milestones, or when customer health scoring does not exist. Use when customer base is large enough for patterns (50-500 accounts) but retention is managed manually.

Use when the CRM is unreliable or inconsistently used, when lead routing is manual and slow, when marketing tools are disconnected or underutilized, when there are no documented SOPs for repeatable marketing processes, when marketing and sales lack shared definitions and handoff SLAs, or when data quality is degrading. Use when operational infrastructure is blocking execution of other marketing skills.

Use when starting any marketing work for a SaaS business at 1M-5M ARR, when needing to find the right marketing skill, or when planning which marketing skills to execute and in what order.

Use when the brand is invisible in AI search engines like ChatGPT, Perplexity, or Gemini, when competitors are cited in AI responses but your product is not, when AI models describe your product inaccurately, or when entering a new category where AI recommendations influence buyer decisions. Use when no AI visibility monitoring exists.

Use when the user needs to derive a marketing budget from revenue targets, plan headcount for a 1-3 person team, decide what to build vs. buy vs. automate, or allocate spend across channels with ROI expectations. Use when budget is based on gut feel rather than revenue math, or resource allocation feels arbitrary.

Use when customer acquisition cost is rising, channel-level CAC is unknown, LTV to CAC ratio is below 3 to 1, or paid spend is growing without proportional pipeline growth. Use when founders feel marketing is not working, when budget needs reallocation, or when organic channels are underinvested relative to paid.

Use when the team needs a systematic content production workflow, when content output is ad hoc or inconsistent, when existing content lacks a distribution plan, when BOFU conversion content is missing, or when a single content person needs to maximize output with AI assistance. Use when content exists but has no measurement or repurposing system.

Use when marketing lacks a metrics hierarchy connecting activity to business outcomes, when attribution is last-click or nonexistent, when marketing and sales report different numbers, when dashboards are ignored or full of vanity metrics, or when leading indicators are not tracked. Use when decisions are made on gut feel instead of data.