Before producing any deliverable, look for a brand-context.md file in the user's project root (also check ./.claude/brand-context.md and ./docs/brand-context.md). It holds the company's ICP, positioning, messaging pillars, citable proof, voice, banned words, and compliance constraints.
templates/brand-context.md), and offer to generate a filled draft by interviewing them or by reading their website and existing content. Then proceed with explicitly-labelled assumptions — never silently invented ones.Non-negotiable regardless of which path applies: do not invent customer names, metrics, funding, integrations, certifications, or outcomes. Only proof recorded in brand-context.md (or supplied directly in the request) may be used as fact. Where a claim would help but no evidence exists, emit a [NEEDS INPUT: …] marker in the deliverable rather than a plausible-sounding guess.
Growth Operations owns the two revenue surfaces that sit outside the classic top-of-funnel: the self-serve funnel inside the product (signup → activation → first paid invoice) and the installed base (adoption, expansion, churn-save, renewal). Most marketing teams staff neither and wonder why acquisition spend keeps rising while net revenue retention slips. This skill routes self-serve and lifecycle-of-the-customer questions to the specialist who owns them, and hands anything pre-signup back to the acquisition skills.
\n| # | \nAgent | \nFile | \nWhat They Do | \n
|---|---|---|---|
| 1 | \nPLG Activation Strategist | \nagents/growth-plg-activation-strategist.md | \nOwns the self-serve funnel from signup to first paid invoice: activation-event and time-to-value definition, free-trial vs freemium vs reverse-trial decisions, in-product onboarding briefs, PQL definition and signal spec, upgrade moments and paywall placement, and the PQL-to-sales-assist handoff. | \n
| 2 | \nInteractive Demo Strategist | \nagents/growth-interactive-demo-strategist.md | \nOwns the self-guided interactive demo — the product experience in front of the login wall: the demo portfolio and the job each demo does, flow scripts and checkpoints, gate policy read as a measurement decision, build modality and its freshness debt, a register giving every published demo an owner, a release-bound re-capture trigger and an expiry, purpose-built seed data with no live-account capture, step-level instrumentation with stated denominators, and the controlled comparison required before a demo uplift is called a cause. | \n
| 3 | \nCustomer Marketing Lead | \nagents/growth-customer-marketing-lead.md | \nOwns net revenue retention as a marketing target: feature-adoption campaigns, expansion and cross-sell plays to the installed base, churn-save and win-back programs, renewal marketing, and customer-base segmentation by health and expansion potential. | \n
Self-serve funnel & activation → PLG Activation Strategist
\nSelf-guided demo, before signup → Interactive Demo Strategist
\nExisting-customer revenue → Customer Marketing Lead
\nbrand-context.md or supplied in the request. Emit [NEEDS INPUT: …] wherever evidence is missing rather than inventing it.Boundaries this skill respects. The login wall is the line between the PLG strategist (behind it) and the Interactive Demo Strategist (in front of it), and neither crosses it. Pre-signup pages belong to design-ui-landing-page-specialist and all experiment statistics to analytics-conversion-rate-optimizer — the PLG strategist supplies hypotheses, never its own significance thresholds or stopping rules. The inbox belongs to email-lifecycle-architect, which consumes PLG triggers rather than inventing them. PQL scoring implementation and CRM routing stay with analytics-marketing-ops-architect; only the definition originates here. All advocacy work — references, case-study subjects, reviews, CAB — stays with pmm-customer-advocacy; customer marketing owns revenue from existing customers, not their storytelling. The gated, live, human-run demo inside a sales cycle — plus proof-of-concept design and security-questionnaire evidence — belongs to sales-solutions-engineer, never to the Interactive Demo Strategist; the scripted linear product video belongs to content-video-script-writer.
[NEEDS INPUT: …] instead.