@antoneeo/mkt-agentic-sdlc-skill 0.2.0

package/skills/mkt-agentic-sdlc/templates.md

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+# Document templates — Marketing Agentic SDLC
+
+General rules:
+- Concise documents: ≤ ~80 lines each (handoff ≤ 20; final MARKETING_PLAN exempt). If a document grows beyond that, split it, do not inflate it.
+- Template conformance is not the goal: if a section has no real content, state explicitly why it does not apply. Never filler text.
+- Every number cites its ledger entry as `[EV-nn]`. Dates always absolute.
+- Deliverable language: the target market's language (decided in Discovery). Structure and field names stay as templated so the validator can parse them.
+
+## Canonical document header (vision/ strategy/ tactics/ deliverables/)
+
+Every durable canonical document opens with this frontmatter: it feeds the generated manifest `mkt_docs/INDEX.md` and gives an agent the freshness signal before it trusts the content.
+
+```markdown
+---
+description: One line — what the document is and when to read it.
+status: CURRENT              # CURRENT | SUPERSEDED | DRAFT | DEPRECATED
+supersedes: old_doc.md       # only if it replaces another canonical doc
+---
+# Document Title
+```
+
+When a doc replaces another: the new one declares `supersedes:`, the old one switches to `status: SUPERSEDED` (it stays as history, do not delete it). `mkt_check.py validate` warns if `status` is missing or if a superseded doc is still `CURRENT`.
+
+## mkt_docs/README.md
+
+Curated must-read index, by hand (it is NOT the generated manifest). Created at init, updated rarely.
+
+```markdown
+# mkt_docs — reading guide
+
+Must-reads for this marketing project, in order. The full manifest of
+canonical docs is `INDEX.md` (generated — regenerate with `mkt_check.py
+index`, never edit by hand).
+
+1. `vision/MKT_VISION.md` — why this plan exists (check its Status first).
+2. `research/evidence_ledger.md` — the single source for every number.
+3. `strategy/STRATEGY.md` — the approved strategy (if present).
+4. `audit/handoff.md` — where work stopped last session (if present).
+
+Directory purposes: `vision/` (marketing vision and principles), `research/`
+(evidence ledger and research outputs, discovery-by-grep), `strategy/`
+(ICP/personas, threat map, objectives, strategy), `tactics/` (tactical plan,
+90-day action, measurement, campaigns), `deliverables/` (assembled plan and
+exports), `spikes/` (research spikes), `audit/` (handoff).
+```
+
+## mkt_docs/vision/MKT_VISION.md
+
+```markdown
+---
+description: Marketing vision — expected benefit, market, non-goals, success signals.
+status: DRAFT
+---
+# Marketing Vision
+Status: DRAFT
+<!-- Status: DRAFT (reconstructed by the agent, NOT a gating authority)
+     or APPROVED (by <who>, <date>) — only after the user's explicit confirmation -->
+
+## Business Goal
+<!-- the business outcome marketing must serve, in one paragraph. Cite FACTs. -->
+
+## Expected Benefit
+<!-- what a successful plan changes for the business, stated measurably -->
+
+## Market & Audience
+<!-- target market, geography, deliverable language; who we serve (short — the
+     detailed ICP lives in strategy/ICP_PERSONAS.md) -->
+
+## Non-Goals
+<!-- what this plan explicitly does NOT pursue (markets, segments, channels).
+     The strategy review checks divergence against these. -->
+
+## Success Signals
+<!-- how the user recognizes the plan is working, in their words -->
+
+## Constraints
+<!-- budget range [EV-nn], team capacity [EV-nn], legal/brand limits -->
+```
+
+## mkt_docs/vision/principles.md
+
+```markdown
+---
+description: Stable decision principles guiding marketing trade-offs.
+status: DRAFT
+---
+# Marketing Decision Principles
+
+<!-- bullet list, most critical first. Examples: "no channel we cannot staff",
+     "brand voice X non-negotiable", "experiments capped at 10% of budget" -->
+```
+
+## mkt_docs/research/evidence_ledger.md
+
+The single source for every number. `[EV-nn]` references across all documents resolve here. Classes: FACT (user input / primary data), BENCHMARK (external, Source URL + Date mandatory), ASSUMPTION (Range + Confidence mandatory, rationale in Claim).
+
+```markdown
+# Evidence Ledger
+
+| ID | Claim | Class | Value / Range | Source | Date | Confidence |
+|---|---|---|---|---|---|---|
+| EV-01 | (example) monthly marketing budget | FACT | 5000 EUR/month | user, Wave 1 | 2026-01-01 | HIGH |
+```
+
+## mkt_docs/strategy/ICP_PERSONAS.md
+
+```markdown
+---
+description: Ideal customer profile and evidence-based personas.
+status: DRAFT
+---
+# ICP & Personas
+
+## Ideal Customer Profile
+| Criterion | Value | Anti-profile (who we do NOT serve) |
+|---|---|---|
+
+## Persona: [name]
+<!-- max 2-3 personas. Every trait cites VoC evidence [EV-nn] or is labeled ASSUMPTION. -->
+- **Job to be done:**
+- **Buying trigger:**
+- **Top objections:**
+- **Watering holes:** <!-- where they actually are — feeds channel selection -->
+- **Vocabulary:** <!-- verbatim words from VoC — feeds messaging -->
+
+<!-- B2B variant: the unit is the ACCOUNT (firmographic ICP), and the
+     "personas" are the ROLES in the buying committee (e.g. economic buyer,
+     technical decider, gatekeeper/veto), not consumer JTBD segments. Replace
+     Job/Trigger/Objections/Watering-holes per role; add who decides vs signs
+     vs blocks. Firmographic ICP criteria (size, sector, geography, trigger)
+     go in the ICP table above. -->
+
+```
+
+## mkt_docs/strategy/THREAT_MAP.md
+
+```markdown
+---
+description: Competitive threats and plan risks with mitigations.
+status: DRAFT
+---
+# Threat Map
+
+## Competitive threats
+| Threat | Evidence | Likelihood | Impact | Mitigation |
+|---|---|---|---|---|
+
+## Plan risks
+<!-- budget concentration, single-channel dependence, seasonality, capacity,
+     brand/reputation risks. Same table shape. -->
+```
+
+## mkt_docs/strategy/SITUATION_SWOT.md
+
+Sintesi della fase Situation (dopo la ricerca, prima degli obiettivi). Ogni
+cella cita il ledger: adjectives senza [EV-nn] vanno cancellati. PESTEL /
+Five Forces solo quando il mercato lo merita (frameworks.md); se saltati,
+dichiararlo con la ragione.
+
+```markdown
+---
+description: Sintesi SWOT evidence-based della fase Situation.
+status: CURRENT
+---
+# SWOT — [business] ([canale/scope])
+
+<!-- PESTEL/Five Forces: usati o saltati-con-ragione (frameworks.md) -->
+
+## Strengths
+<!-- ogni bullet cita [EV-nn] -->
+## Weaknesses
+## Opportunities
+## Threats
+```
+
+## mkt_docs/strategy/OBJECTIVES.md
+
+Objectives are `### O1 — Title` headings — the validator reads the `O#` ids for trace checks. 3-5 objectives maximum.
+
+```markdown
+---
+description: SMART marketing objectives for the plan cycle.
+status: DRAFT
+---
+# Objectives
+Status: DRAFT   <!-- APPROVED (by <who>, <date>) after the user gate -->
+
+### O1 — [title]
+- **Target:** [number] by [date] [EV-nn justifying plausibility]
+- **Owner:**
+- **Why this is achievable:** <!-- cite ledger entries -->
+
+### O2 — [title]
+...
+```
+
+## mkt_docs/strategy/STRATEGY.md
+
+```markdown
+---
+description: Segmentation, targeting, positioning and messaging for the plan cycle.
+status: DRAFT
+---
+# Strategy
+Status: DRAFT   <!-- APPROVED (by <who>, <date>) after the user gate -->
+
+## Segmentation
+<!-- segments found in research, with evidence -->
+
+## Targeting
+<!-- the CHOICE and its rationale; segments explicitly rejected and why -->
+
+## Positioning
+- **Competitive alternatives:** <!-- incl. "do nothing" -->
+- **Unique attributes:**
+- **Value (evidence-backed):**
+- **Best-fit segment:**
+- **Market category:**
+
+> For [segment] who [need], [name] is the [category] that [unique value],
+> unlike [main alternative] which [limitation].
+
+<!-- Swap test result: statement with top competitor's name substituted must be FALSE. State it. -->
+
+## Messaging house
+- **Roof (value proposition):**
+- **Pillar 1:** ... — proof points: ...
+- **Pillar 2:** ... — proof points: ...
+```
+
+## mkt_docs/tactics/TACTICAL_PLAN.md
+
+Parsed mechanically: keep the `Total budget:` line and the three tables with these exact column headers. Budget numbers plain or with k/M suffix; the validator strips currency symbols.
+
+```markdown
+---
+description: Channel plan, budget allocation and funnel model.
+status: DRAFT
+---
+# Tactical Plan
+
+Total budget: 15000
+
+## Channel Plan
+| Channel | Objective | KPI | Budget | Owner |
+|---|---|---|---|---|
+| (example) Google Ads | O1 | CPL <= 30 [EV-04] | 6000 | founder |
+
+<!-- Enabler-row convention: an objective that is a PRECONDITION (measurement,
+     tracking, tooling setup) is not a spend channel but still needs a serving
+     tactic for the trace check. Give it a row with Budget 0 and Owner set;
+     it is intentionally absent from Budget Allocation (which must sum). -->
+<!-- Gate riders: when the client approves a plan/strategy at a gate WITH a
+     condition, record the rider in the approved doc's header (Status line),
+     not only in chat — the next session and the reviewer must see it. -->
+
+
+## Budget Allocation
+| Channel | Budget | Share |
+|---|---|---|
+| (example) Google Ads | 6000 | 40% |
+
+<!-- allocations must sum to Total budget (±1%) — mkt_check.py budget -->
+
+## Funnel Model
+| Channel | Budget | CPC | Clicks | CVR % | Leads | Close % | Customers | CAC |
+|---|---|---|---|---|---|---|---|---|
+| (example) Google Ads | 6000 | 1.50 [EV-04] | 4000 | 3 [EV-05] | 120 | 20 [EV-02] | 24 | 250 |
+
+<!-- each row must recompute: Clicks=Budget/CPC, Leads=Clicks*CVR%,
+     Customers=Leads*Close%, CAC=Budget/Customers (±5%) — mkt_check.py funnel.
+     Compare total Customers to the objective targets; declare any gap. -->
+<!-- Sales-led / B2B: this table is shaped for immediate-purchase e-commerce.
+     For a long-cycle B2B motion, read `Customers` as QUALIFIED DEMOS/LEADS and
+     `CAC` as cost-per-qualified-demo (state the relabel), put ONLY paid click
+     channels here, and represent referral/content/outbound + the multi-stage
+     sales funnel (MQL→SQL→demo→POC→won) and closed-won lag in a separate
+     "Pipeline build-up vs objective" section. See frameworks.md. -->
+
+## Channel selection rationale
+<!-- matrix scores or written rationale per chosen channel; rejected channels and why -->
+```
+
+## mkt_docs/tactics/ACTION_90D.md
+
+```markdown
+---
+description: Sequenced 90-day action plan.
+status: DRAFT
+---
+# 90-Day Action Plan
+
+## Weeks 1-2 (day-level)
+| Day | Action | Owner | Depends on |
+|---|---|---|---|
+
+## Weeks 3-12 (week-level)
+| Week | Actions | Owner | Milestone |
+|---|---|---|---|
+```
+
+## mkt_docs/tactics/MEASUREMENT_PLAN.md
+
+The KPI table is parsed for trace: every objective id must appear.
+
+```markdown
+---
+description: KPI tree, targets, review cadence and kill/scale criteria.
+status: DRAFT
+---
+# Measurement Plan
+
+## North star
+<!-- the one metric, and why -->
+
+## KPI table
+| Objective | KPI | Target | Benchmark | Cadence |
+|---|---|---|---|---|
+| O1 | (example) CPL | <= 30 | [EV-04] | weekly |
+
+## Kill / scale criteria
+| Channel | Kill if | Scale if |
+|---|---|---|
+| (example) Google Ads | CAC > 400 after 3000 spent | CAC < 200 at 2x volume |
+
+## Review cadence
+<!-- weekly channel KPIs, monthly objectives, quarterly strategy -->
+```
+
+## mkt_docs/tactics/CAMPAIGN_[name].md (E2)
+
+```markdown
+---
+description: Campaign plan for [name].
+status: DRAFT
+---
+# Campaign: [name]
+
+## Brief
+<!-- objective (link to O# or approved strategy context), audience, offer, KPI -->
+
+Total budget: 3000
+
+## Budget Allocation
+| Channel | Budget | Share |
+|---|---|---|
+
+## Funnel Model
+| Channel | Budget | CPC | Clicks | CVR % | Leads | Close % | Customers | CAC |
+|---|---|---|---|---|---|---|---|---|
+
+## Timeline & owners
+## Kill / scale criteria
+```
+
+## mkt_docs/deliverables/MARKETING_PLAN.md
+
+Assembled from the APPROVED artifacts — assembly, not rewriting; on divergence the approved artifact wins. Exempt from the 80-line cap.
+
+```markdown
+---
+description: The assembled marketing plan (SOSTAC) — the deliverable.
+status: DRAFT
+---
+# Marketing Plan — [business], [cycle]
+
+## Executive Summary
+<!-- one page: goal, strategy in two sentences, budget, expected outcome, top 3 risks -->
+
+## Assumptions
+<!-- every material ASSUMPTION [EV-nn] with range and what changes if it is wrong -->
+
+## 1. Situation
+<!-- from research + situation analysis: market [EV], competitors, VoC, SWOT -->
+
+## 2. Objectives
+<!-- from OBJECTIVES.md -->
+
+## 3. Strategy
+<!-- from STRATEGY.md: STP, positioning, messaging -->
+
+## 4. Tactics
+<!-- from TACTICAL_PLAN.md: channels, budget, funnel -->
+
+## 5. Action
+<!-- from ACTION_90D.md -->
+
+## 6. Control
+<!-- from MEASUREMENT_PLAN.md: KPIs, cadence, kill/scale -->
+
+## Appendix — Evidence Ledger
+<!-- the ledger table, verbatim -->
+```
+
+## mkt_docs/deliverables/ONE_PAGER.md
+
+```markdown
+---
+description: One-page strategy summary for stakeholders.
+status: DRAFT
+---
+# [Business] — Marketing on a Page
+
+**Goal:** ...  **Budget:** ... [EV-nn]  **Horizon:** ...
+**Positioning:** <!-- the statement -->
+**Objectives:** <!-- O1..On, one line each -->
+**Core channels:** <!-- 2-3, with budget share -->
+**We will know it works when:** <!-- top KPIs -->
+**We stop/scale when:** <!-- headline kill/scale criteria -->
+```
+
+## mkt_docs/spikes/RESEARCH_[topic].md
+
+```markdown
+# Research Spike: [topic]
+
+## Question to answer
+## Time-box
+## Method & sources
+## Answer / Outcome
+<!-- ledger rows created: EV-nn..EV-mm -->
+## Consequences
+<!-- max 1 page. For strategy decisions, feed into E2/E3. -->
+```
+
+## mkt_docs/audit/handoff.md
+
+Just a pointer, ≤ 20 lines.
+
+```markdown
+# Handoff
+Date: 2026-01-01 (UTC)
+Engagement: E3 — [name]
+Agent: Claude
+
+## Phase state
+- Phase reached: <!-- e.g. 6 Strategy, awaiting user gate -->
+
+## Next step
+<!-- one line -->
+
+## Session notes
+<!-- gates passed? open review findings? ledger rows pending sources? -->
+```