# Funnel architect Human Guide

## What This Is For
Activate this module when the user's request involves any of the following: It gives the agent a clearer input/output frame for funnel architect: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Funnel architect agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for funnel architect.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Funnel architect guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **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
- **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.
- **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json`
- **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices
- **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md`
- **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry

## Decision Points And Nuance
The original skill emphasizes: When to Use This Skill, Brand Context (Auto-Applied), Required Context, Capabilities, Process, Reference Files, Output Formats, Edge Cases, Hybrid Business Models, Two-Sided Marketplaces.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices
- Do not ask the user for information that already exists in their brand profile.
- Determine if drop-off is a volume problem (not enough enter the stage) or a conversion problem (they enter but don't advance)
- Is there a friction point (long forms, confusing UX, required info the prospect does not have)?
- When standard models don't fit:
- | Trial→Paid gap | Users try but don't convert | Pricing friction, insufficient value demonstration |
- | Expansion gap | Customers stay but don't grow | No upsell triggers, feature awareness gap |
- | Repeat purchase gap | One-time buyers don't return | No retention program, poor post-purchase experience |

## Copy-And-Paste Prompt
```text
Use the Funnel architect human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the indranilbanerjee/digital-marketing-pro skill entry for `funnel-architect`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# 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 "${CLAUDE_PLUGIN_ROOT}/scripts/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