| name | funnel-strategy |
| version | 1.0 |
| last_updated | "2026-05-19T00:00:00.000Z" |
| author | genesys-growth |
| description | 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). |
| goal | Map a company's GTM motion to concrete funnel stages with qualification criteria per stage. |
| outcome | A funnel-strategy.md file in `marketing/funnel/` that downstream skills (lifecycle, outbound, content) consume to align their work to the same funnel definition. |
| primitive | research |
| ontology_type | funnel-strategy |
| review_gate | 2 |
| inputs | {"required":[],"recommended":["icp-research","positioning"]} |
| outputs | [{"type":"funnel-strategy","feeds_into":["lifecycle-marketing","outreach-emails","content-strategy"]}] |
| owned_by_agent | researcher |
| mcps_used | ["exa"] |
| triggers | {"slash_commands":["/funnel-strategy"]} |
| status | draft |
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.
