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name: marketing-funnel-plan description: "Plan a full-funnel marketing strategy from awareness to retention. Use when asked to build a marketing funnel, map the customer journey to tactics, plan demand generation, or diagnose where a funnel leaks. Produces a funnel plan — stage definitions, the metric and conversion target per stage, channels & tactics, the biggest leak, and a 90-day focus."

Marketing Funnel Plan Skill

Most marketing plans are a list of tactics with no theory of how they connect. This skill builds the funnel as a system: each stage has a definition, a metric, a conversion rate, and the tactics that move people to the next stage — so you can see where the funnel actually leaks and spend there, not everywhere.

Required Inputs

Ask for these only if they aren't already provided:

• Product & motion — what's sold, to whom, and the motion (self-serve, sales-led, PLG hybrid).
• Current numbers — traffic, signups, activation, conversion, retention (whatever exists; estimates are fine).
• Goal — the business outcome and timeframe (e.g. 2× qualified pipeline this quarter).
• Constraints — budget, team, and channels already in play.

Output Format

Funnel Plan: [product]

1. Funnel map — a stage-by-stage table (the spine of the plan):

Stage	Definition (entry → exit)	Metric	Current	Target	Primary channels/tactics
Awareness		reach / visits
Acquisition		signups
Activation		first value moment
Revenue		paid conversion
Retention		active / renewed
Referral		invites / shares

2. The biggest leak — the stage with the worst conversion vs. benchmark, and why fixing it beats adding top-of-funnel volume.

3. Channel strategy — which channels serve which stage, and the one or two channels to go deep on (not all of them).

4. Measurement — how each stage is tracked, attribution approach (and its limits), and the leading indicator you'll watch weekly.

5. 90-day focus — the 2–3 bets that move the biggest-leak stage, sequenced, with the success metric for each.

Quality Checks

• Every stage has a definition, a metric, and a numeric conversion target — not just a label
• The single biggest leak is identified and prioritised over adding more top-of-funnel
• The plan goes deep on 1–2 channels rather than spreading thin across many
• A weekly leading indicator is named for the focus stage
• The 90-day plan is sequenced bets, not an undifferentiated tactic list

Anti-Patterns

• Do not pour budget into the top of the funnel when the leak is mid-funnel — more visitors through a leaky funnel just wastes more money
• Do not list every channel — focus beats breadth; name the 1–2 that fit the motion
• Do not set tactics without a metric and target per stage — unmeasured tactics can't be cut
• Do not treat attribution as truth — state its limits and lean on leading indicators
• Do not ignore retention/referral — acquisition-only funnels buy growth they can't keep

Based On

Pirate Metrics (AARRR — Dave McClure) and full-funnel demand-generation practice.

Example Trigger Phrases

• "Build a marketing funnel."
• "Map the customer journey to tactics."
• "Plan demand generation."
• "Diagnose where a funnel leaks."