Build comprehensive 12-month marketing plans by AARRR stage

This skill produces a comprehensive, executable 12-month marketing plan at fractional-CMO (fCMO) level for a specific client, structured by AARRR (Acquisition, Activation, Retention, Referral, Revenue) and cross-referenced against a 139-idea marketing-ideas library and an embedded 17-section current-state audit rubric. The deliverable is a single Notion-paste-ready markdown document, invoked as /marketing-plan {client-name-or-domain}, which resumes a per-client state machine (fresh to INIT to REVIEW to FINALIZE to finalized) from ~/marketing-plans/{client-slug}/progress.md - finalized plans are never silently overwritten. Phase 1 (INIT) pulls data from wired tools (Ahrefs, GA4 MCP, Stripe MCP), conducts structured intake covering client overview, ICP, funnel state, funding state, team, budget, active channels, and tooling stack, and scores the client against the 17-section current-state rubric. Phase 2 (REVIEW) walks through all 13 plan sections interactively in chat, saving each approved section to the progress file so the process is resumable if interrupted. Phase 3 (FINALIZE) compiles all sections into final_plan.md, verifies cross-references and strips machine-specific paths, and optionally offers to publish to a shared GitHub repo. The 13 sections are: executive summary (investor-liftable), strategic frame (category claim, ICP, brand voice), current state (scored against the rubric), Acquisition, Activation, Retention, Referral, Revenue, a 90-day roadmap (Unblock/Foundation/Velocity/Compound weeks, AARRR-tagged and owner-assigned), a 12-month outlook tied to funding milestones, a marketing operations stack mapping specific skills and MCP/API integrations to each AARRR stage, a tactical idea bank cross-referencing all 139 ideas to client-specific status (Now/Q2/Q3+/Q4+/Skip), and measurement/RACI/open-decisions/appendix. Brand and content are treated as cross-cutting rather than their own AARRR stage. Budget is set via one of two defensible methods - revenue-based (5-40% of ARR, best with historical CAC data) or goal-based (reverse-engineered from the revenue target via [(New ARR / (ARPC x 12)) x CAC] / annual retention rate) - always with a 10-20% experimental layer on top, and Series A+ plans are anchored against a 3-3-2-2-2 multi-year growth rule. It models real SaaS growth as S-curves with plateaus rather than a hockey stick, naming three phases ($0-10K ARR grueling, $10K-100K treacherous middle, $100K-1M acceleration) and recommending overlapping S-curves (channel x product x market) rather than riding one to its ceiling. Team guidance holds that strategy stays in-house while execution is outsourced: the first hire should be a "π-shaped" marketer combining two deep skill sets (e.g. Product Marketing + Growth Marketing), titled conservatively (Manager/Lead, not VP/CMO), with contractors preferred pre-Series-A and agency relationships deepening at Growth/Scale stage. Every plan must explicitly customize nine things: exact monthly budget by line item and blended CAC, unit economics (ARPC, retention, LTV), team composition and each person's surface area, current per-channel status, past work worth acknowledging, current growth phase, upcoming funding milestones and what they unlock, which skill executes each recommended move, and which API/MCP/tool connections enable it without new hires - anything unconfirmed goes into an explicit "open decisions" list rather than being glossed over, with CAC being called out as the single highest-impact unknown. Plan structure stays consistent across client types but acquisition/activation/retention/referral/revenue tactics shift for B2B SaaS, D2C consumer apps, hardware-led products, marketplaces, and developer tools.

Invoke it when starting a new fCMO or marketing-consultant client engagement, when a founder needs a shareable 12-month marketing roadmap, when scattered marketing work needs consolidating into one coherent plan, or when an existing scored audit needs sequencing into an action plan. Do NOT use it for a single-channel tactical execution document - use the channel-specific skill instead (emails, ads, seo-audit, onboarding) - and do not use it when the user just wants marketing ideas without committing to a full plan, which is what the separate marketing-ideas skill is for.

Inputs: client materials (decks, prior audits, brand-voice docs), structured intake answers (funding state, team, budget, current channels, tooling stack, what's already done/in-flight, this quarter's most-important-to-fix and most-important-to-ignore items), and data pulled from wired MCP tools. Outputs: a 13-section, H2-headered, Notion-paste-ready final_plan.md (typically 8,000-12,000 words), an intermediate research.md, a resumable progress.md state file, and per-section canonical artifacts under sections/.

/marketing-plan quietude.app

Reads from wired tools such as Ahrefs, GA4 MCP, and Stripe MCP during intake, and cross-references companion skills by plan section: product-marketing (run first, feeds the strategic frame), marketing-ideas (the 139-tactic idea bank), customer-research (ICP/voice-of-customer), onboarding (Activation), emails (Retention), referrals (Referral), pricing (Revenue), seo-audit/ai-seo/programmatic-seo and ads/ad-creative (Acquisition), and launch (launch moments).

Fractional CMOs and marketing consultants who need to produce a specific, operationally honest, investor-shareable 12-month marketing plan for a client rather than a generic tactics list.