Claude Skill

marketing-planning

Builds the marketing plan of record — objectives, channel mix, budget allocation, sequencing, and the measurement that says whether it worked. Use this for annual or quarterly planning, when budget must be allocated or defended, when marketing activity feels busy but undirected,

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Download cbrock84-headcount-plugins_marketing_skills_marketing-planning-98d1c17.zip · 2 KB

cbrock84/headcount 1633 245 forks MIT Updated 7d ago

Part of cbrock84/headcount — 160 skills

Install

skills CLI npx skills add https://github.com/cbrock84/headcount/tree/main/plugins/marketing/skills/marketing-planning

Claude Code claude plugin marketplace add https://llmmart.ai/marketplace.json && claude plugin install cbrock84-headcount@llmmart

Git git clone https://github.com/cbrock84/headcount.git

The skills CLI installs just this skill, for any of its supported agents. Claude Code installs the whole cbrock84/headcount collection as a plugin from our marketplace. Git is the plain clone.

Skill manifest

Marketing planning

Start from the constraint, not the calendar

Name the single thing limiting growth right now: not enough people know, not enough of the right people know, they know but do not believe, they believe but do not act, or they act but do not stay. Each implies a different plan. A plan that funds all five funds none properly.

Structure

Objective — one primary number with a date. Supporting metrics are supporting.
The constraint and the evidence for it.
Segments — who, in priority order, and who is explicitly out of scope this period.
Channel mix — three tiers:
- Proven — working now; fund to capacity, then stop. Most channels have a ceiling and spending past it buys worse customers.
- Scaling — evidence but not yet at capacity; the growth budget.
- Experimental — capped at a share you can lose entirely without missing the objective.
Sequencing — what has to be true before each thing starts. Content before paid, positioning before content.
Budget — by tier and channel, with the fixed-versus-variable split visible.
Measurement — the leading indicator per channel and when it should first move. A channel with no stated read-by date runs forever.
Kill criteria — what result stops each experiment. Decided in advance, when it is cheap.

Pressure-test before committing

What must be true for this to work, and which of those is least certain?
What happens at half the budget? If the plan collapses, it has no core.
Which line item would you cut first? If nothing, the plan is not prioritized.
Where does this depend on another team delivering, and have they agreed?

Sources

references/sources.md in this skill lists the outside authorities that settle the questions here — what each one is authoritative for, and what you may do with it. Check them before answering on anything they cover, and cite what you used. Most are free to read and not free to reproduce; the use note on each is binding.

Never

Plan channel activity before positioning is settled.
Fund an experiment you cannot afford to have fail.
Report a plan without stating what did not get funded and why.

Files (headcount)

references

sources.md 1004 B

# Sources — `marketing:marketing-planning`

<!-- Generated by scripts/build-sources.py from sources/*.toml. Do not edit. -->

Check these before answering on anything they cover, and cite what you used. The use note on each one is binding: most of what a professional cites is free to read and not free to reproduce.

## FTC Business Guidance: Advertising and Marketing

US Federal Trade Commission · US · public domain (US government) — quote freely

<https://www.ftc.gov/business-guidance/advertising-marketing>

**Authoritative for:** What US advertising law requires at the level a CMO or campaign manager must own — the truthfulness standard, the evidence threshold for health and environmental claims, the influencer disclosure framework, and which FTC rules apply to online, children's, and telemarketing channels.

---

Sources are maintained in `sources/` upstream, not here. If one is wrong, out of date, or missing, fix it there — this file is regenerated and an edit to it is lost.

SKILL.md 2.6 KB

---
name: marketing-planning
description: Builds the marketing plan of record — objectives, channel mix, budget allocation, sequencing, and the measurement that says whether it worked. Use this for annual or quarterly planning, when budget must be allocated or defended, when marketing activity feels busy but undirected, or when a plan needs pressure-testing before commitment.
---

# Marketing planning

## Start from the constraint, not the calendar

Name the single thing limiting growth right now: not enough people know, not enough of the right
people know, they know but do not believe, they believe but do not act, or they act but do not stay.
Each implies a different plan. A plan that funds all five funds none properly.

## Structure

1. **Objective** — one primary number with a date. Supporting metrics are supporting.
2. **The constraint** and the evidence for it.
3. **Segments** — who, in priority order, and who is explicitly out of scope this period.
4. **Channel mix** — three tiers:
   - **Proven** — working now; fund to capacity, then stop. Most channels have a ceiling and
     spending past it buys worse customers.
   - **Scaling** — evidence but not yet at capacity; the growth budget.
   - **Experimental** — capped at a share you can lose entirely without missing the objective.
5. **Sequencing** — what has to be true before each thing starts. Content before paid, positioning
   before content.
6. **Budget** — by tier and channel, with the fixed-versus-variable split visible.
7. **Measurement** — the leading indicator per channel and when it should first move. A channel with
   no stated read-by date runs forever.
8. **Kill criteria** — what result stops each experiment. Decided in advance, when it is cheap.

## Pressure-test before committing

- What must be true for this to work, and which of those is least certain?
- What happens at half the budget? If the plan collapses, it has no core.
- Which line item would you cut first? If nothing, the plan is not prioritized.
- Where does this depend on another team delivering, and have they agreed?

## Sources

`references/sources.md` in this skill lists the outside authorities that settle the questions
here — what each one is authoritative for, and what you may do with it. Check them before
answering on anything they cover, and cite what you used. Most are free to read and not free
to reproduce; the use note on each is binding.

## Never

- Plan channel activity before positioning is settled.
- Fund an experiment you cannot afford to have fail.
- Report a plan without stating what did not get funded and why.