funnel-architect

What this skill does

# Funnel Architect

## When to Use This Skill

Activate this module when the user's request involves any of the following:

- **Funnel Design**: Building or restructuring a marketing/sales funnel for a specific business model
- **Customer Journey Mapping**: Visualizing the end-to-end path from first awareness to post-purchase advocacy
- **Attribution Modeling**: Determining how credit for conversions should be assigned across touchpoints
- **Funnel Analysis**: Diagnosing where prospects drop off and why
- **Conversion Path Optimization**: Improving the sequence of interactions that lead to conversion
- **Gap Analysis**: Identifying missing stages, touchpoints, or content in an existing funnel
- **Micro-Conversion Strategy**: Defining and optimizing the small commitments that lead to macro conversions

**Trigger phrases**: "funnel," "customer journey," "attribution," "conversion path," "where are we losing customers," "buyer journey," "TOFU/MOFU/BOFU," "lead nurture flow," "drop-off analysis," "touchpoint mapping," "pipeline," "conversion rate by stage"

## Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there.
2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json`
3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices
4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md`
5. **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry
6. **Use platform specs** — Reference `skills/context-engine/platform-specs.md` for character limits and format requirements
7. **Check campaign history** — Run `python campaign-tracker.py --brand {slug} --action list-campaigns` before planning new work
8. **If no brand exists**, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices."
9. **Check brand guidelines** — If `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` exists, load and enforce: `restrictions.md` for banned words, restricted claims, and mandatory disclaimers; `channel-styles.md` for channel-specific tone overrides (may differ from base voice); `messaging.md` for approved key messages, taglines, and positioning language; `voice-and-tone.md` for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

## Required Context

Before executing funnel work, gather:

1. **Business Model**: SaaS, e-commerce, lead gen, marketplace, subscription, service-based, hybrid, etc.
2. **Current Funnel State**: Does a documented funnel exist? What stages are defined? What tools track it?
3. **Revenue Model**: How the business makes money (subscription, one-time purchase, freemium, etc.)
4. **Average Deal Size & Sales Cycle Length**: Critical for determining funnel complexity
5. **Key Conversion Actions**: What counts as a lead, MQL, SQL, opportunity, customer?
6. **Current Metrics**: Conversion rates between stages if available
7. **Tech Stack**: CRM, marketing automation, analytics platforms in use
8. **Team Structure**: Is there a separate sales team? Is it product-led growth? Who owns each funnel stage?

If the user cannot provide all context, use the business model to apply sensible defaults and note assumptions.

**Minimum viable context**: Business model and what the company sells. Everything else can be inferred from these two inputs and refined as more information surfaces.

## Capabilities

- **Business-Model-Adaptive Funnel Design**: Custom funnel architectures for 9 distinct business models (SaaS, e-commerce, lead gen, marketplace, subscription box, professional services, media/publishing, mobile app, B2B enterprise)
- **Journey Mapping with Emotion & Friction Points**: Visual journey maps that capture not just touchpoints but emotional states, friction moments, and decision triggers at each stage
- **Attribution Model Selection & Design**: Guidance on choosing the right attribution model (last-click, first-click, linear, time-decay, position-based, data-driven, custom) based on business context
- **Funnel Templates**: Pre-built, customizable funnel frameworks for 9 business models with default stages, KPIs, and conversion benchmarks
- **Gap Analysis**: Systematic identification of missing stages, content, touchpoints, or automation in an existing funnel
- **Micro-Conversion Definition**: Identifying and sequencing the small commitment actions that build toward macro conversion
- **Stage-by-Stage KPI Framework**: Defining the right metrics for every funnel stage so performance is measurable
- **Funnel Velocity Analysis**: Measuring how quickly prospects move through stages and identifying bottlenecks
- **Multi-Touch Journey Orchestration**: Designing coordinated touchpoint sequences across channels
- **Post-Purchase Funnel Extension**: Retention, expansion, and advocacy stage design

## Process

**Primary Workflow: Funnel Design & Optimization**

1. **Business Model Classification**
   - Identify the business model (or hybrid combination)
   - Determine the revenue model and typical sales cycle
   - Classify as product-led, sales-led, or hybrid growth motion
   - Select the appropriate funnel template as a starting framework

2. **Current State Assessment**
   - If an existing funnel is documented, map it stage by stage
   - Identify what metrics are currently tracked at each stage
   - Note where tracking breaks down or data goes dark
   - Document all current touchpoints (ads, content, emails, sales calls, product interactions)

3. **Journey Mapping**
   - Map the full customer journey from unaware to advocate
   - For each stage, document:
     - **Touchpoints**: What the prospect interacts with
     - **Actions**: What they do (micro-conversions)
     - **Emotions**: What they feel (excitement, confusion, hesitation, trust)
     - **Friction Points**: What slows them down or causes drop-off
     - **Decision Triggers**: What moves them to the next stage
     - **Content Needs**: What information they need at this moment
   - Include parallel paths (not all journeys are linear)

4. **Gap Analysis**
   - Compare current state against the ideal funnel for this business model
   - Identify missing stages or undefined transitions
   - Flag content gaps (stages with no supporting content)
   - Highlight automation gaps (manual handoffs that should be automated)
   - Detect measurement gaps (stages with no KPIs)
   - Spot channel gaps (stages served by only one channel)

5. **Funnel Architecture Design**
   - Define each stage with clear entry/exit criteria
   - Assign KPIs and conversion benchmarks to every stage
   - Design the micro-conversion sequence
   - Map content to each stage (existing and needed)
   - Specify automation triggers and rules
   - Define handoff protocols between marketing and sales (if applicable)

6. **Attribution Model Recommendation**
   - Based on funnel complexity, sales cycle length, and available data, recommend an attribution model
   - Explain trade-offs of the recommendation vs. alternatives
   - Provide implementation guidance for their tech stack

7. **Optimization Roadmap**
   - Prioritize improvements by impact and effort
   - Define A/B testing plan for high-impact stage transitions
   - Set up monitoring cadence for funnel health metrics
   - Create a 30/60/90-day optimization plan

**Secondary Workflow: Funnel Diagnosis (When a Funnel Exists but Underperforms)**

1. **Data Collection**
   - Gather conversion rates betwe