How to use the Marketing Plan Builder agent skill

What is an agent skill, and what does this one make the agent do?

An agent skill is a folder of instructions and reference files that an AI agent loads when a task matches the skill's description. This skill tells the agent to follow a set method instead of writing a generic marketing plan from memory.

When you ask for a marketing, growth or go-to-market plan, the agent gathers context about the business, scores its current marketing state against a 17-section audit rubric, and writes a 13-section plan organised by the AARRR funnel: Acquisition, Activation, Retention, Referral and Revenue. The plan covers a 90-day roadmap, a 12-month outlook tied to funding milestones, and a stack of marketing skills and tool integrations. The output is a single markdown document ready to paste into Notion.

Install the Marketing Plan Builder skill

Download the skill ZIP from the download link on this page. Then choose one of the two install routes below.

For Claude Code, unzip the file into ~/.claude/skills/ to make it available in all your projects, or into a project's .claude/skills/ folder to limit it to that project.

In the Claude apps, open Settings, go to Capabilities, then Skills, and upload the ZIP.

• Personal install: ~/.claude/skills/
• Project install: .claude/skills/ inside your project folder
• Claude apps: Settings → Capabilities → Skills → upload the ZIP

Check what the skill needs before you start

The skill needs a markdown-capable agent environment that can read and write files under ~/marketing-plans/. It does not run scripts, but it does use the network. Optional MCP or API connections such as Ahrefs, GA4 and Stripe let the agent pull live data. The plan also cross-references companion skills such as marketing-ideas, product-marketing and channel skills; without them, some cross-references will be thinner.

• Required: an agent environment with read and write access to ~/marketing-plans/
• Optional: MCP or API connections (for example Ahrefs, GA4, Stripe) for live data
• Recommended: companion skills marketing-ideas, product-marketing and channel skills
• Runs scripts: no. Uses network: yes.

Trigger the skill with natural requests

You can invoke the skill by name with /marketing-plan followed by a client name or domain, for example /marketing-plan quietude.app or /marketing-plan acme-saas. If you type /marketing-plan alone, the skill prompts you for a client name.

You can also simply ask in plain language. The skill's description matches phrases such as "marketing plan", "growth plan", "GTM plan", "go-to-market plan", "AARRR plan", "90-day marketing plan", "12-month marketing roadmap", "fractional CMO plan", "market sizing", "TAM SAM SOM" and "market research".

• "Build a 90-day marketing plan for acme-saas."
• "Create a go-to-market plan for our new product."
• "How big is this market? Run TAM SAM SOM."

Work through the three phases

The skill works in three phases. INIT gathers research and intake covering the client overview, ideal customer profile, funnel state, funding, team, budget, active channels and tooling, and saves it to research.md. REVIEW walks through the 13 sections one at a time in chat, where you can approve, adjust, add observations or ask for more depth. FINALIZE compiles the sections into final_plan.md and runs a verification pass.

Each confirmed section is saved as you go, so an interrupted session can resume. Progress is stored in a folder under ~/marketing-plans/. Finalized plans are not silently overwritten: the skill asks whether to revise as a new version, start fresh or re-open a section.

• INIT: research and intake, saved to research.md
• REVIEW: approve or change each of the 13 sections
• FINALIZE: compile to final_plan.md and verify cross-references

Safety notes: data, paths and network use

The skill stores client material on disk in a per-client folder and may pull data from connected tools. Only use it for clients whose data you have the right to hold. Client names are slugified to lowercase letters, numbers and hyphens, and paths containing .., / or absolute paths are rejected. The skill reads and writes only inside ~/marketing-plans/.

Because it uses the network, check which tools you connect. Any MCP or API integration you wire up may send or fetch data from that service.

• Store only client data you are allowed to hold
• Client slugs are restricted to a-z, 0-9 and hyphens
• Files stay inside ~/marketing-plans/
• Review which MCP or API connections are active before a session

Tips for better plans

Give the agent real materials before you start: existing audits, SEO research, brand voice notes, analytics exports and a clear view of budget and team. The plan is only as specific as the context it gathers, and the skill's own method asks for this during intake.

Use the review phase. Adjust sections that do not match what your team can execute, since the plan is meant to reflect real headcount and stack. If you only need one channel, use a channel skill instead of this one.

• Collect audits, research and budget figures before intake
• Connect analytics tools if you want live data
• Reject sections that promise more than your team can run