--- name: ops-gtm description: Go-to-market strategy planner. Generates a complete GTM plan across paid, unpaid, marketing, sales, and AI-automation channels for any project — and hands executable campaigns off to /marketing. argument-hint: "[plan|paid|unpaid|sales|automation|launch|brief|setup]" allowed-tools: - Bash - Read - Write - Grep - Glob - Agent - TeamCreate - SendMessage - AskUserQuestion - WebFetch - WebSearch - Skill effort: medium maxTurns: 40 --- # OPS ► GTM COMMAND CENTER Strategy layer that sits on top of `/marketing`. `/marketing` runs campaigns; `/gtm` decides what to run, across paid, unpaid, sales, and AI-automation channels, and then hands the executable pieces to `/marketing` via the Skill tool. ## Runtime Context Before executing, load available context: 1. **Preferences**: Read `${CLAUDE_PLUGIN_DATA_DIR:-$HOME/.claude/plugins/data/ops-ops-marketplace}/preferences.json` - `timezone` — timestamp all output correctly - `gtm_default_project`, `gtm_default_audience`, `gtm_brand_voice` — project-level defaults when set - `gtm_monthly_budget`, `gtm_stage` (`pre-launch|beta|ga|scale`) — used to tune channel recommendations 2. **Cached plans**: List `${CLAUDE_PLUGIN_DATA_DIR}/gtm/*.md` to surface recent plans. Never overwrite a prior plan file — always append a new dated file. 3. **Daemon health**: Read `${CLAUDE_PLUGIN_DATA_DIR}/daemon-health.json`. If `action_needed` is not null, surface it before running any long planning flow. 4. **Repo auto-scan (background)**: For the current working directory, in parallel and with `run_in_background: true`: - `git remote -v` → infer project slug and org - `cat README.md` (or `README.*`) → product description, ICP hints - Glob `package.json`, `pyproject.toml`, `Cargo.toml`, `go.mod` → tech stack - Glob `.planning/**/*.md` and `docs/**/*.md` → prior briefs, positioning notes - Resolve: project name, one-line pitch, primary tech, existing channels hinted in the repo 5. **`/marketing` credential probe (read-only)**: Do NOT re-resolve API keys in this skill. Instead, when the user asks to launch something, delegate to `/marketing` via the Skill tool — `/marketing` owns the credential resolution chain (userConfig → env vars → Doppler → Dashlane → Keychain → gcloud ADC). ## Agent Teams support If `CLAUDE_CODE_EXPERIMENTAL_AGENT_TEAMS=1` is set, use **Agent Teams** for the `plan` sub-command so the four research agents share context and report progress in real-time: ``` TeamCreate("gtm-research-team") Agent(team_name="gtm-research-team", name="paid-research", prompt="Research paid acquisition channels that fit ${PROJECT_TYPE} at ${STAGE} with $${MONTHLY_BUDGET}/mo. Return a ranked list with fit signals, expected CAC, and which /marketing sub-command (if any) executes each channel.") Agent(team_name="gtm-research-team", name="unpaid-research", prompt="Research organic channels (SEO, content, community, PR, partnerships, referrals, lifecycle email) for ${PROJECT_TYPE} at ${STAGE}. Return ranked list with effort estimate, time-to-signal, and /marketing sub-command mapping.") Agent(team_name="gtm-research-team", name="sales-research", prompt="Design a sales motion for ${PROJECT_TYPE}: outbound vs inbound vs PLG vs channel. Propose a 30/60/90 plan with concrete activities and target metrics.") Agent(team_name="gtm-research-team", name="automation-research", prompt="Propose AI-automation recipes: lead enrichment, personalized outreach, content ops, lifecycle copy, support deflection, lead scoring. For each, list trigger, model/tool stack, and where it plugs into /marketing.") ``` If the flag is NOT set, use standard fire-and-forget subagents with the same four prompts. --- ## Sub-command Routing Route `$ARGUMENTS` to the correct section below: | Input | Action | |---|---| | (empty), plan | Full GTM plan across all four avenues | | paid | Paid acquisition deep-dive (Meta, Google, LinkedIn, TikTok, affiliates, sponsorships) | | unpaid | Organic deep-dive (SEO, content, community, PR, partnerships, referrals, lifecycle email) | | sales | Sales motion (outbound, inbound, PLG, channel / partner) | | automation | AI-automation playbook for GTM | | launch | 30/60/90 launch calendar + pre-flight checklist | | brief | One-page positioning brief (ICP, value prop, messaging pillars) | | setup | Configure default project, audience, budget tier, brand voice | Arguments are free-form — treat `/gtm plan for my-project $2k/mo pre-launch` as equivalent to `plan` with intake values pre-filled. --- ## Project Intake Before producing any plan section, make sure the following are known. Source them in this order — only ask the user for what's still missing. 1. **Auto-scan the repo** (step 4 of Runtime Context). 2. **Read prefs** for `gtm_default_*` keys. 3. **Parse free-text in `$ARGUMENTS`** for budget, stage, and project name. 4. **AskUserQuestion for gaps** — respect Rule 1 (max 4 options per call; batch if needed). Use these four questions in order, skipping any already known: - **Project type** — `[B2B SaaS, B2C product, Marketplace, Dev tool / API]` - **Stage** — `[Pre-launch, Beta / early access, GA (live), Scale (growth)]` - **Primary goal (next 90 days)** — `[Awareness, Signups / leads, Revenue, Retention / expansion]` - **Monthly budget tier** — `[<$1k, $1k–5k, $5k–25k, $25k+]` If a Rule-1 batch overflows (e.g. more than 4 project types needed), paginate with `[More options...]` as the 4th slot. Per Rule 3, never silently skip an intake question — if the user hits Escape, offer `[Paste manually]` / `[Use default]` / `[Skip this only]`. --- ## Channel / Avenue Catalog This is the source-of-truth list the planner draws from. Each row: avenue → fit signals → cost profile → **execution path**. The execution path is what makes `/gtm` seamless with `/marketing`: if a `/marketing` sub-command exists for a channel, the plan recommends it by name; otherwise the channel is marked `manual` and the plan includes templated next-actions instead. ### Paid | Channel | Fits | Cost profile | Execution | |---|---|---|---| | Meta Ads (Facebook + Instagram) | B2C, marketplace, broad consumer | $5–50 CPA typical | `/marketing ads` · `/marketing meta create-campaign` | | Google Ads — Search | High-intent buyers, existing demand | $1–30 CPC | `/marketing google-ads` | | Google Ads — Performance Max | E-comm with catalog | Blended CPA | `/marketing google-ads` | | YouTube Ads | Awareness at scale | $0.01–0.30 CPV | `/marketing google-ads` (video campaigns) | | LinkedIn Ads | B2B, ACV > $10k | $8–15 CPC, $50+ CPL | manual — LinkedIn Campaign Manager | | TikTok Ads | B2C, < 35 audience, creative-led | $1–10 CPC | manual — TikTok Ads Manager | | Reddit / X / Pinterest | Niche communities | Varies | manual | | Podcast sponsorships | Trust-driven, narrow ICP | $20–50 CPM | manual — direct sponsor deals | | Affiliate / partner program | Marketplace, SaaS with referral loop | Rev-share | manual — Rewardful / PartnerStack | ### Unpaid (Organic) | Channel | Fits | Effort | Execution | |---|---|---|---| | Programmatic SEO | Dev tools, marketplaces, comparison queries | High upfront, compounding | `/marketing seo` (tracking) + manual content ops | | Topic-cluster SEO | Content-led SaaS, info-intent | Medium, 3–6mo to signal | `/marketing seo` | | Lifecycle email (welcome, nurture, winback) | Any with email capture | Medium, high leverage | `/marketing email` (Klaviyo flows) | | Instagram organic | Visual product, lifestyle | Medium, daily | `/marketing instagram` | | X / LinkedIn founder-led | B2B, dev tools, thought leadership | Daily, high-leverage | manual | | Community building (Discord / Slack / forum) | Dev tools, B2C with passion | High, ongoing | manual | | PR / launch pads (Product Hunt, HN, press) | Any at launch | Spiky | `/gtm launch` checklist + manual | | Partnerships / integrations | SaaS, marketplaces | Medium, compounding | manual | | Referral program | Any with product-led signup | Low eng cost, high leverage | manual — plug into lifecycle email | ### Sales | Motion | Fits | Execution | |---|---|---| | Outbound (cold email + LinkedIn) | B2B, ACV > $5k | `/gtm automation` (AI-personalized) + manual sending tool | | Inbound (demo form → AE) | B2B SaaS with pricing page | manual CRM + routing | | Product-Led Growth (self-serve) | Dev tools, horizontal SaaS | manual — instrument onboarding; `/marketing email` for lifecycle | | Channel / partner | Enterprise, vertical SaaS | manual — co-selling motion | ### AI Automation | Recipe | What it does | Stack | Plugs into | |---|---|---|---| | AI cold-email personalization | LLM generates opener from enrichment data | Clay / Apollo + Claude | outbound sales | | Generative SEO clusters | LLM drafts topic-cluster outlines from seed keywords | Claude + GSC data | `/marketing seo` | | Lifecycle copy generator | Auto-draft Klaviyo flow emails per segment | Claude + Klaviyo data | `/marketing email` | | Ad creative variants | Bulk-generate Meta/Google ad copy A/B sets | Claude + `/marketing ads` insights | `/marketing meta create-campaign` · `/marketing google-ads` | | Support deflection | LLM answers tier-1 tickets from docs | Claude + help-center KB | manual — help desk | | Lead scoring | LLM scores inbound leads on ICP fit | Claude + CRM data | manual — CRM | | Content repurposing | Long-form → tweets, LinkedIn posts, newsletter | Claude | `/marketing instagram` · manual social | --- ## plan — full GTM plan (default) 1. **Intake** per Project Intake section. 2. **Spawn the four research agents** (Agent Teams if flag set, else fire-and-forget). 3. **Assemble the plan** in this order: ``` ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ GTM PLAN — [project] ([stage], [goal], $[budget]/mo) [timestamp] ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ POSITIONING ICP: [one sentence] Value prop: [one sentence] Messaging: [3 pillars, comma-separated] PAID (next 30 days) 1. [Channel] $[X]/mo Expected CAC: $[X] Execute: /marketing ads 2. [Channel] $[X]/mo Expected CAC: $[X] Execute: manual UNPAID (next 90 days) 1. [Channel] Effort: [L/M/H] Signal in: [X wks] Execute: /marketing seo 2. [Channel] ... SALES Motion: [Outbound / Inbound / PLG / Channel] 30/60/90: [one line summary] AUTOMATION (AI-powered) 1. [Recipe] Plugs into: /marketing email 2. [Recipe] Plugs into: outbound KPIs North star: [metric + target] Leading: [3 leading indicators] BUDGET ROLLUP Paid: $[X]/mo Tools/SaaS: $[X]/mo Total: $[X]/mo ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ ``` 4. **Persist the plan** to `${CLAUDE_PLUGIN_DATA_DIR}/gtm/-$(date +%Y-%m-%d).md` (create the directory if missing). Never overwrite — if the file exists, append `-v2`, `-v3`. 5. **Handoff prompt** — end with an `AskUserQuestion` (≤4 options per Rule 1): - `[Launch via /marketing]` — hand top executable items to `/marketing` - `[Save only]` — keep the plan file, take no action - `[Refine plan]` — re-run with adjusted intake - `[Schedule follow-up]` — revisit in 7/30 days (delegate to `/ops cron` if available) On `[Launch via /marketing]`, iterate through plan items whose execution path starts with `/marketing` and invoke them one at a time via the Skill tool: ``` Skill("ops-marketing", args="campaigns") Skill("ops-marketing", args="ads") Skill("ops-marketing", args="email") ``` Never silently skip an item (Rule 3) — for each, ask `[Launch, Skip, Edit first]`. Per Rule 5, do NOT auto-launch anything that spends money or sends to real recipients without explicit per-item confirmation. The plan recommends; `/marketing` executes; the user approves each paid or outbound action. --- ## paid — paid acquisition deep-dive Same intake, but only spawn the `paid-research` agent. Render just the PAID block, with up to 5 channel rows and for each: - Expected CAC range (cite source or reasoning) - Creative angle suggestion - Starting budget - Attribution setup note (how `/marketing attribution` will measure it) - `Execute:` line pointing to the `/marketing` sub-command or `manual` End with the same handoff prompt as `plan`, scoped to paid channels. --- ## unpaid — organic deep-dive Spawn `unpaid-research` only. For each recommended channel output: - Why it fits (fit signals from intake) - First-30-days concrete actions (3 bullets) - Time-to-signal - Measurement: which `/marketing` sub-command tracks it (`/marketing seo`, `/marketing email`, `/marketing instagram`) or `manual + tool` - Lifecycle email is first-class here — recommend specific Klaviyo flows and note that `/marketing email` can scaffold them --- ## sales — sales motion Spawn `sales-research` only. Produce: 1. **Motion pick** with one-paragraph rationale (Outbound / Inbound / PLG / Channel — Rule 1: these are the exact 4 options if you need the user to choose). 2. **ICP slice** — which segment to hit first, sized from intake. 3. **30/60/90 plan** — week-by-week activities (e.g. week 1: build list of 500 accounts; week 2: 200 outbound opens; …). 4. **Tooling** — CRM, enrichment, sequencer; note when AI automation from the automation section fits. 5. **Handoff** — offer `[Automate outreach via /gtm automation, Skip, Edit motion]`. --- ## automation — AI automation playbook Spawn `automation-research` only. Render each recipe with: - Trigger condition (what event fires it) - Model / tool stack (default to Claude + the ops tool listed in the catalog) - Integration point — specifically, which `/marketing` sub-command or external system it reads from and writes to - Risk flags (PII, cost, brand-voice drift) and the guardrails that mitigate them - Starter prompt / pseudo-code snippet so the user can copy-paste End with `AskUserQuestion` offering `[Scaffold recipe now, Save only, Pick different recipe]`. --- ## launch — 30/60/90 launch calendar Used at stage = pre-launch or beta. Produces a week-by-week calendar of launch activities across all four avenues. Required pre-flight checklist (render and check what's ready vs open): ``` ☐ Positioning brief → /gtm brief ☐ Landing page live → manual ☐ Analytics wired → /marketing setup (GA4 + GSC) ☐ Email capture live → /marketing email (Klaviyo list) ☐ Ad accounts ready → /marketing setup (Meta, Google) ☐ Social handles claimed → manual ☐ Product Hunt / HN plan → this skill, below ☐ Press / creator list → manual ``` Launch-day playbook: render hourly timeline for T-7d through T+14d, with concrete actions and the `/marketing` command (or manual step) for each. --- ## brief — one-page positioning brief Fast path — does NOT spawn the four research agents. Just intake + a single call to write the brief. Fields: **ICP**, **Pain**, **Value prop**, **3 messaging pillars**, **Proof points**, **Anti-positioning (who it's NOT for)**. Save to `${CLAUDE_PLUGIN_DATA_DIR}/gtm/-brief-$(date +%Y-%m-%d).md`. This is the cheapest entry point — recommend running `/gtm brief` before `/gtm plan` when the project's positioning isn't already written down. --- ## setup Configure GTM defaults so subsequent runs skip the intake questions. Per Rule 4, run every Bash call with `run_in_background: true` unless the result is needed for the very next decision. **Auto-scan (background) first:** ```bash # Existing prefs jq -r '{project: .gtm_default_project, audience: .gtm_default_audience, voice: .gtm_brand_voice, budget: .gtm_monthly_budget, stage: .gtm_stage}' "$PREFS_PATH" 2>/dev/null # Repo signals git -C "$PWD" remote get-url origin 2>/dev/null head -50 README.md 2>/dev/null ls .planning/ 2>/dev/null ``` Then prompt for what's missing (≤4 options per Rule 1), in this order: 1. **Default project name** — free-text, pre-filled from git remote slug 2. **Project type** — `[B2B SaaS, B2C product, Marketplace, Dev tool / API]` 3. **Stage** — `[Pre-launch, Beta, GA, Scale]` 4. **Monthly budget tier** — `[<$1k, $1k–5k, $5k–25k, $25k+]` 5. **Brand voice** — `[Playful, Professional, Technical, Bold]` Save to `$PREFS_PATH` as `gtm_default_project`, `gtm_project_type`, `gtm_stage`, `gtm_monthly_budget`, `gtm_brand_voice`. Never write API keys here — GTM does not own any credentials (`/marketing` does). Finish with a smoke test: run `/gtm brief` in background and report `✓ setup complete — try /gtm plan` or `✗ [error]`. --- ## Plugin Rules compliance (required reading) All behavior above respects `claude-ops/CLAUDE.md`: - **Rule 0 — public repo**: every example above uses `your-project`, `you@example.com`, ``. Never save user-specific data outside `$PREFS_PATH` or `${CLAUDE_PLUGIN_DATA_DIR}/gtm/`. - **Rule 1 — ≤4 options per AskUserQuestion**: every prompt in this file lists exactly ≤4. Paginate with `[More options...]` if a dynamic list grows past 4. - **Rule 3 — never auto-skip**: on launch handoff, every plan item gets an explicit `[Launch, Skip, Edit first]` prompt. No silent skipping. - **Rule 4 — background by default during setup**: all Bash calls in the `setup` flow use `run_in_background: true`. - **Rule 5 — destructive actions need explicit confirmation**: `/gtm` never spends money or sends messages directly — it delegates to `/marketing`, which owns per-action confirmation. Recommendations are just that. --- ## Why this skill is thin `/gtm` deliberately does NOT re-implement channel APIs. Credential resolution, curl calls, daemon data, and dashboards all live in `/marketing`. This skill is a strategy-and-handoff layer. If a capability belongs to a channel API, add it to `/marketing`; if it belongs to planning, it goes here.