@monoes/monomindcli 2.15.2 → 2.15.4

package/org-skills/cmo-advisor/references/marketing_org.md

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+# Marketing Org Reference
+
+Team structure, hiring sequence, agency decisions, marketing ops, and cross-functional alignment — by company stage.
+
+---
+
+## 1. Marketing Team Structure by Stage
+
+### Pre-Seed / Seed (< $1M ARR, 1–10 people)
+
+Don't hire a marketing team yet. The founders are the marketing team.
+
+What to do instead:
+- Founders write content, do sales calls, go to events
+- The goal is learning the ICP and finding the channel that works, not scaling anything
+- One contractor or agency for specific output (design, SEO audit) is fine
+
+First marketing hire trigger: You have a repeatable sales motion and need to scale it.
+
+---
+
+### Series A ($1M–$5M ARR, 10–30 people)
+
+**Org:**
+```
+Founding Marketer (Head of Marketing or VP Marketing)
+```
+
+One person. Generalist. Capable of writing, running ads, setting up HubSpot, producing a report. Their job is to find what works.
+
+**What they own:**
+- Content and SEO foundation
+- Paid channel experiments
+- Sales enablement basics (1-pager, deck, email sequences)
+- Event presence (1-2 conferences)
+- Marketing attribution setup (get this right early)
+
+**What they don't own yet:**
+- Brand redesign
+- Analyst relations
+- Partner marketing
+- Field marketing team
+
+**CMO vs. VP Marketing at this stage:** VP Marketing. An experienced operator who can build and execute. A CMO's strategic value isn't fully leveraged until there's a team to lead and a budget to allocate.
+
+---
+
+### Series B ($5M–$20M ARR, 30–80 people)
+
+**PLG-first org:**
+```
+VP Marketing
+├── Growth Marketing (acquisition loops, activation, PLG analytics)
+├── Product Marketing (positioning, launch, sales enablement)
+└── Content & SEO (organic engine)
+```
+
+**SLG-first org:**
+```
+VP Marketing
+├── Demand Generation (pipeline creation, paid, digital)
+├── Product Marketing (positioning, competitive intel, enablement)
+├── Field Marketing (events, regional, ABM)
+└── Marketing Operations (CRM, attribution, reporting)
+```
+
+**Community-led org:**
+```
+VP Marketing
+├── Community & Developer Relations
+├── Content & SEO
+└── Product Marketing
+```
+
+**At this stage:** Marketing ops becomes critical. Without it, attribution is guesswork and the sales team blames marketing for bad leads.
+
+---
+
+### Series C ($20M–$75M ARR, 80–200 people)
+
+```
+CMO
+├── Demand Generation
+│   ├── Paid Media
+│   ├── SEO & Content
+│   └── Marketing Operations
+├── Product Marketing
+│   ├── Core PMMs (by product line or segment)
+│   └── Competitive Intelligence
+├── Field Marketing
+│   ├── Events
+│   └── Regional / ABM
+└── Brand & Communications
+    ├── Brand Design
+    └── PR / Analyst Relations
+```
+
+**At this stage:**
+- The CMO is a board-level communicator, not a campaign manager
+- Each function has a dedicated leader (director or VP level)
+- Marketing ops owns the attribution model and reports to CMO directly
+- Analyst relations becomes important (Gartner, Forrester, G2 category positioning)
+
+---
+
+### Growth Stage ($75M+ ARR)
+
+Marketing becomes a portfolio of specialized functions. Each major channel has a team. Brand is a serious investment. Analyst relations is a dedicated role. International marketing teams form.
+
+The CMO's job shifts from building the machine to:
+- Setting marketing strategy across a complex portfolio
+- Representing marketing at the board level
+- Owning brand and category leadership
+- Cross-functional leadership with CRO, CPO, CEO
+
+---
+
+## 2. Hiring Sequence
+
+### Who to Hire First
+
+**The generalist content + demand gen marketer.**
+
+Must-haves:
+- Can write (blog posts, emails, landing pages — not just briefs)
+- Can run paid campaigns (Google, LinkedIn — not just "I've managed agencies")
+- Can operate a marketing automation platform (HubSpot, Marketo)
+- Comfortable with data (can build a funnel report without asking an analyst)
+
+This person builds the foundation. They're not a specialist yet — they're testing channels and building the process.
+
+Avoid: Hiring a brand designer first. Or a community manager. Or a social media manager. These are specialties that compound on a foundation that doesn't exist yet.
+
+### Who to Hire Second
+
+**A specialist in the channel that's working.**
+
+If organic search is your top lead source → hire an SEO/content lead.
+If events are driving pipeline → hire a field marketer.
+If outbound is working → hire an SDR manager or demand gen specialist.
+
+Don't hire a generalist #2. By now you know what's working. Depth beats breadth.
+
+### Who to Hire Third
+
+**Product marketing.**
+
+Why third and not first? Because PMM output (positioning, sales enablement, launch) is most valuable when there's an audience to position to and a sales team to enable. Before that, the founding marketer does "good enough" PMM work.
+
+PMM hire profile: Has done positioning work before, has run a product launch, has built sales decks that sales actually uses, comfortable with win/loss analysis.
+
+PMM:PM ratio benchmark: 1 PMM per 2–3 PMs. If you have 6 PMs and 1 PMM, you have a messaging and enablement problem.
+
+### Who to Hire Fourth
+
+**Marketing operations.**
+
+This is consistently hired too late. By the time most companies hire marketing ops, attribution is broken, leads are being lost in handoffs, and the CRM data is unreliable. Hire marketing ops before you think you need it.
+
+Marketing ops profile: HubSpot/Marketo certified, SQL capable, understands multi-touch attribution, has integrated CRM + sales engagement tools before.
+
+### Hiring Decision Triggers
+
+| Hire | Trigger |
+|------|---------|
+| Generalist marketer #1 | Sales motion is repeatable, need to scale lead generation |
+| Specialist #2 | One channel is clearly outperforming — double down |
+| Product marketer | Sales team is losing deals to positioning confusion or competitor gaps |
+| Marketing ops | Running 3+ campaigns simultaneously with manual tracking |
+| Field marketer | Events are in the strategy and attendance > 2 conferences/quarter |
+| Head of Marketing / VP | Team is 3+ people and needs an org owner |
+| CMO | Company is Series B/C and marketing needs board-level representation |
+
+---
+
+## 3. Agency vs. In-House
+
+### Framework
+
+Keep in-house what compounds. Outsource what's episodic or specialized.
+
+| Function | Agency | In-House | Notes |
+|----------|--------|----------|-------|
+| Brand design | Early stage | Series B+ | Agency fine until redesigns become frequent |
+| Paid media | < $50K/month spend | > $50K/month | Agency margin eats returns at scale |
+| SEO strategy | Audit only | Ongoing execution | Strategy once, execution continuously |
+| Content production | Overflow only | Core writers | Your voice must be yours |
+| PR / comms | Almost always | $100M+ companies | Specialists required for media relationships |
+| Marketing ops / CRM | Never | Always | This is your data infrastructure |
+| Analyst relations | Initial strategy | Ongoing | Relationship-based — needs dedicated owner |
+| Video / creative production | Always | Rarely | Episodic, specialized equipment |
+
+### Agency Red Flags
+
+- They want to own your ad accounts. (Always keep ownership. No exceptions.)
+- SLA is "5 business days for creative requests." For a performance channel, that's too slow.
+- Reporting is impressions, CPM, and "brand lift." Where's the pipeline?
+- They can't tell you your CAC from their channel.
+- They won't share the actual data — only their dashboard.
+- Your account manager changes every 6 months.
+
+### Agency Evaluation Criteria
+
+1. **Proof of work in your category** — ask for 3 case studies with actual CAC and pipeline data
+2. **Who actually does the work** — senior pitch team ≠ junior execution team
+3. **Account ownership** — all accounts, pixels, analytics must be in your name
+4. **Reporting cadence** — weekly data, monthly strategy, quarterly business review
+5. **Exit terms** — how do you offboard without losing your data, accounts, and history?
+
+---
+
+## 4. Marketing Ops and Tech Stack
+
+### The Minimum Viable Stack
+
+| Layer | Tool | Purpose |
+|-------|------|---------|
+| CRM | HubSpot / Salesforce | Contact database, pipeline, source of truth |
+| Marketing automation | HubSpot / Marketo / ActiveCampaign | Email, nurture, lead scoring |
+| Analytics | Google Analytics 4 + Segment | Traffic, behavior, event tracking |
+| Attribution | HubSpot / Attributer.io / Dreamdata | Multi-touch pipeline attribution |
+| Paid | Google Ads + LinkedIn Ads | Performance channels |
+| SEO | Ahrefs / Semrush | Keyword research, rank tracking |
+| Chat/conversion | Intercom / Drift | In-product + website conversion |
+
+**The integration that breaks most:** CRM ↔ Marketing automation ↔ Sales engagement. When these aren't synced properly, leads are lost, attribution is wrong, and marketing and sales fight about pipeline. Fix this first.
+
+### Marketing Ops Ownership
+
+Marketing ops must own:
+- CRM data quality (field standardization, deduplication, routing)
+- Lead scoring model (and quarterly review against conversion data)
+- Attribution model (with documented assumptions)
+- Campaign tracking (UTM governance — no UTM = no attribution)
+- Tech stack evaluation and contracts
+
+Marketing ops must NOT own:
+- Strategy (they enable it, not set it)
+- Content production
+- Campaign creative
+
+---
+
+## 5. Cross-Functional Alignment
+
+### Marketing + Sales
+
+The most important cross-functional relationship in a SLG company. Where it breaks:
+
+| Problem | Root Cause | Fix |
+|---------|-----------|-----|
+| "Marketing sends us bad leads" | MQL definition is unclear or wrong | Define MQL jointly, score against conversion data |
+| "Sales doesn't follow up on leads" | No SLA, no consequence | Define SLA (e.g., 24-hour response), track in CRM |
+| "Marketing doesn't understand what customers care about" | No win/loss sharing | Weekly call: sales shares 3 deal insights, marketing shares 3 content results |
+| "We don't know what's working" | Attribution is broken | Marketing ops fixes attribution before next budget cycle |
+
+**The SLA agreement (document this):**
+- Marketing commits: X MQLs/week meeting defined criteria, 48-hour SLA from form fill to SDR outreach
+- Sales commits: All MQLs contacted within 24 hours, disposition logged in CRM within 5 days
+
+### Marketing + Product
+
+Where it breaks and how to fix it:
+
+| Problem | Fix |
+|---------|-----|
+| PMM learns about launches 2 weeks before ship | PMM joins the product planning process at the roadmap stage, not the sprint stage |
+| Feature launches with no messaging | Launch tiers: Tier 1 (major, full launch), Tier 2 (minor, release notes + 1 post), Tier 3 (internal only) |
+| Product doesn't use customer insights from marketing | Monthly session: PMM shares win/loss themes, competitive intel, ICP data |
+| No feedback loop on messaging in-product | PMM owns in-product copy review, not just external comms |
+
+### Marketing + Customer Success
+
+Customer success is marketing's best source of truth:
+
+- **ICP validation:** Which customers are expanding? Which are churning? This refines who you target.
+- **Proof points:** CS-sourced case studies and testimonials outperform vendor-written content 3:1 in conversion.
+- **Messaging test:** If CS is answering the same question 20 times, marketing hasn't explained it clearly enough.
+- **Referral programs:** CS owns the relationship; marketing owns the mechanics. Design them together.
+
+Cadence: Monthly meeting between CMO and VP/Head of CS. Agenda: retention trends, expansion patterns, at-risk customers, NPS themes.

package/org-skills/co-marketing/LICENSE.txt

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+MIT License
+
+Copyright (c) 2025 Corey Haines
+
+Permission is hereby granted, free of charge, to any person obtaining a copy
+of this software and associated documentation files (the "Software"), to deal
+in the Software without restriction, including without limitation the rights
+to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
+copies of the Software, and to permit persons to whom the Software is
+furnished to do so, subject to the following conditions:
+
+The above copyright notice and this permission notice shall be included in all
+copies or substantial portions of the Software.
+
+THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
+IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
+FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
+AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
+LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
+OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
+SOFTWARE.

package/org-skills/co-marketing/SKILL.md

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+---
+name: co-marketing
+description: "When the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says 'co-marketing,' 'partner marketing,' 'joint campaign,' 'who should we partner with,' 'integration marketing,' 'cross-promotion,' 'collaborate with another company,' 'partnership ideas,' or 'co-brand.' For customer referral programs, see referral-programs."
+tags: ["marketing"]
+tools: []
+license: MIT
+source: https://github.com/coreyhaines31/marketingskills
+source_path: "skills/co-marketing"
+source_commit: 5b2c0007766c6a1cf1d53fd8fc73e979e0821022
+---
+You are a co-marketing strategist who helps SaaS companies identify ideal partners and brainstorm high-impact joint campaigns.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+## When to Use This Skill
+
+- Finding potential co-marketing partners
+- Brainstorming campaign ideas with a specific partner
+- Planning joint launches or promotions
+- Evaluating partnership fit
+- Structuring co-marketing agreements
+
+---
+
+## Partner Identification Framework
+
+### 1. Audience Overlap Analysis
+
+The best partners share your audience but don't compete for the same budget.
+
+**Ideal partner characteristics:**
+- Same buyer persona, different problem solved
+- Adjacent in the workflow (before, after, or alongside your tool)
+- Similar company stage and customer size
+- Complementary, not competitive
+
+**Questions to identify partners:**
+- What tools do your customers already use?
+- What do they use before/after your product?
+- Who else is selling to your ICP?
+- Which integrations do customers request most?
+
+### 2. Partner Scoring Criteria
+
+Rate potential partners (1-5) on:
+
+| Criteria | What to Evaluate |
+|----------|------------------|
+| **Audience fit** | How closely does their audience match your ICP? |
+| **Audience size** | Do they have reach worth partnering for? |
+| **Brand alignment** | Would you be proud to be associated? |
+| **Engagement quality** | Do they have an active, engaged audience? |
+| **Reciprocity potential** | Can you offer them equal value? |
+| **Ease of execution** | Do they have a partnerships team? History of co-marketing? |
+
+### 3. Where to Find Partners
+
+**Integration ecosystem:**
+- Your existing integration partners
+- Tools in the same app marketplace category
+- Platforms your product plugs into
+
+**Adjacent categories:**
+- Tools that solve the problem before yours
+- Tools that solve the problem after yours
+- Tools used by the same role but different workflow
+
+**Community signals:**
+- Who sponsors the same podcasts/newsletters?
+- Who exhibits at the same conferences?
+- Who's active in the same communities?
+- Whose content does your audience share?
+
+**Data sources:**
+- Crossbeam or Reveal for account overlap
+- Customer surveys ("what else do you use?")
+- G2/Capterra category neighbors
+- Job postings mentioning your tool + others
+
+---
+
+## Partnership Types
+
+Co-marketing is one of **five partnership types**. Know the taxonomy so you route a request to the right play instead of defaulting to joint content.
+
+| Type | What it is | Primary payoff |
+|------|-----------|----------------|
+| **Integrations** | Your product connects to another's (native, Zapier, API-first, embedded) | Retention, expansion, marketplace discovery |
+| **Reseller** | Partners sell your product + services | Distribution + services revenue |
+| **Affiliate** | Promoters earn commission on referrals | Low-risk, pay-for-performance reach |
+| **Co-marketing** | Joint content/campaigns with a peer | Borrowed audience, brand halo |
+| **App Store / Marketplace** | List inside a platform's ecosystem | Built-in distribution, effective CAC |
+
+**Flagship proof:** HubSpot's partner program = **$100M ARR, ~40% of revenue, 3,400+ partners.** Mature programs average **~28% of revenue and 2× growth**.
+
+Standout moves: **integrations** as a decision factor (83% of enterprise buyers), Calendly's staged ladder (calendar → sales → marketing); **affiliate** power law (20% of affiliates drive 80% of revenue) and buyout clauses (~12× monthly commission); **permissionless co-marketing** (Notion building templates for Airbnb/Amazon/Tesla to ride their brand — no contract needed); App Store distribution (Grammarly 0→10M).
+
+For the full taxonomy — build patterns, economics, examples, and how to choose where to start — see **[references/partnership-types.md](references/partnership-types.md)**. (Affiliate program *mechanics* live in the referrals skill; keep affiliate work here at the partnership-strategy level.)
+
+---
+
+## Co-Marketing Campaign Types
+
+### Content Partnerships
+
+| Format | Effort | Lead Sharing | Best For |
+|--------|--------|--------------|----------|
+| **Co-authored blog post** | Low | Shared byline, link exchange | Thought leadership, SEO |
+| **Joint ebook/guide** | Medium | Gated, split leads | Lead gen, deeper topic |
+| **Research report** | High | Gated, split leads | Authority, PR |
+| **Guest newsletter swap** | Low | Each keeps own leads | Audience exposure |
+| **Podcast guest exchange** | Low | Each keeps own leads | Relationship building |
+
+### Webinars & Events
+
+| Format | Effort | Best For |
+|--------|--------|----------|
+| **Joint webinar** | Medium | Lead gen, product education |
+| **Virtual summit panel** | Medium | Multi-partner exposure |
+| **Co-hosted workshop** | High | Hands-on education, deeper engagement |
+| **Conference booth sharing** | Medium | Cost splitting, audience overlap |
+| **Joint happy hour/dinner** | Low | Relationship building at events |
+
+### Product & Integration Marketing
+
+| Format | Effort | Best For |
+|--------|--------|----------|
+| **Integration launch** | Medium | Existing integration partners |
+| **Joint case study** | Medium | Shared customers |
+| **"Better together" landing page** | Low | Integration discovery |
+| **Bundle or discount** | Medium | Conversion boost, cross-sell |
+| **In-app cross-promotion** | Medium | User activation |
+
+### Community & Social
+
+| Format | Effort | Best For |
+|--------|--------|----------|
+| **Social media takeover** | Low | Audience exposure |
+| **Joint giveaway/contest** | Low | List building, engagement |
+| **Slack/Discord community collab** | Low | Community building |
+| **Joint AMA or Twitter Space** | Low | Thought leadership |
+
+---
+
+## Brainstorming Partner Campaigns
+
+When brainstorming with a specific partner, consider:
+
+### 1. Shared Audience Moments
+
+- What trigger events matter to both audiences?
+- What seasonal moments align with both products?
+- What industry trends affect both customer bases?
+
+### 2. Combined Value Propositions
+
+- What can customers achieve with both tools that they can't with one?
+- What workflow does the combination enable?
+- What pain point does the integration solve?
+
+### 3. Unique Assets Each Brings
+
+| Your Assets | Their Assets |
+|-------------|--------------|
+| Your audience size/engagement | Their audience size/engagement |
+| Your content expertise | Their content expertise |
+| Your product capabilities | Their product capabilities |
+| Your brand credibility | Their brand credibility |
+| Your customer stories | Their customer stories |
+
+### 4. Campaign Idea Prompts
+
+Ask these to generate ideas:
+- "What would we create if we had to launch something in 2 weeks?"
+- "What content do both our audiences desperately need?"
+- "What would make customers say 'finally, someone did this'?"
+- "What exclusive thing could we offer together?"
+- "What data do we both have that would make a compelling story?"
+
+---
+
+## Approaching Potential Partners
+
+### Cold Outreach Template
+
+```
+Subject: [Your Company] + [Their Company] co-marketing idea
+
+Hey [Name],
+
+I'm [Role] at [Your Company]. We [one-line description].
+
+I noticed we share a lot of the same audience—[specific observation about overlap].
+
+I have an idea for [specific campaign type] that could work well for both of us: [one-sentence pitch].
+
+Would you be open to a quick call to explore?
+
+[Your name]
+```
+
+### What to Prepare for the Call
+
+1. **Account overlap data** (if available via Crossbeam/Reveal)
+2. **2-3 specific campaign ideas** (not just "let's do something")
+3. **Your audience metrics** (list size, traffic, engagement)
+4. **Examples of past partnerships** (shows you can execute)
+5. **Clear ask** (what you want from them, what you'll provide)
+
+---
+
+## Structuring the Partnership
+
+### Key Questions to Align On
+
+- **Lead ownership**: How are leads split or shared?
+- **Promotion commitments**: What will each party do to promote?
+- **Asset creation**: Who creates what? Who approves?
+- **Timeline**: When does each phase happen?
+- **Success metrics**: How will you measure success?
+- **Follow-up**: Will you do more together if it works?
+
+### Simple Co-Marketing Agreement Outline
+
+1. **Campaign description**: What you're doing together
+2. **Responsibilities**: Who does what
+3. **Timeline**: Key dates and deadlines
+4. **Lead handling**: How leads are captured, shared, followed up
+5. **Promotion**: Minimum commitments from each side
+6. **Branding**: Logo usage, approval process
+7. **Costs**: Who pays for what (if any)
+8. **Metrics sharing**: What data you'll share post-campaign
+
+---
+
+## Measuring Co-Marketing Success
+
+### Quantitative Metrics
+
+- Leads generated (total and per partner)
+- Lead quality (MQL/SQL conversion rate)
+- Revenue attributed
+- Audience growth (new subscribers, followers)
+- Content engagement (views, downloads, shares)
+
+### Qualitative Metrics
+
+- Ease of collaboration
+- Partner responsiveness
+- Audience reception
+- Brand lift
+- Relationship strengthened for future campaigns
+
+---
+
+## Co-Marketing Checklist
+
+### Partner Identification
+- [ ] List tools your customers already use
+- [ ] Check Crossbeam/Reveal for account overlap
+- [ ] Score top 5 potential partners
+- [ ] Research their past co-marketing activities
+
+### Campaign Planning
+- [ ] Agree on campaign type and goals
+- [ ] Define lead sharing arrangement
+- [ ] Assign responsibilities and deadlines
+- [ ] Set success metrics
+
+### Execution
+- [ ] Create shared assets (landing page, content, etc.)
+- [ ] Coordinate promotion schedules
+- [ ] Brief both teams on talking points
+
+### Post-Campaign
+- [ ] Share metrics with partner
+- [ ] Debrief on what worked/didn't
+- [ ] Discuss future collaboration opportunities
+
+---
+
+## Task-Specific Questions
+
+1. Are you looking for partners or planning a campaign with a specific partner?
+2. What type of co-marketing are you most interested in? (content, events, integrations, community)
+3. What's your audience size? (email list, social following, traffic)
+4. Do you have existing integration partners?
+5. Have you done co-marketing before? What worked/didn't?
+6. What's your timeline and budget for co-marketing?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key tools for co-marketing:
+
+| Tool | Best For | Guide |
+|------|----------|-------|
+| **Crossbeam** | Account overlap with partners | [crossbeam.md](../../tools/integrations/crossbeam.md) |
+| **Introw** | Partner program management, deal registration | [introw.md](../../tools/integrations/introw.md) |
+| **PartnerStack** | Partner and affiliate program management | [partnerstack.md](../../tools/integrations/partnerstack.md) |
+
+---
+
+## Related Skills
+
+- **referrals** — For customer referral and affiliate programs (customers referring customers)
+- **launch** — For product launches with partners; covers co-marketing as a "borrowed channel"
+- **content-strategy** — For content planning including co-created content
+- **sales-enablement** — For partner-facing collateral and enablement materials