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ops-stack-mapping.md

197 lines · skills/marketing-plan/references/ops-stack-mapping.md at 88c79f6

Names a skill Uses an outside tool

Most marks come from matching words in the file, so treat them as pointers.

1# Marketing Operations Stack — Skills + MCPs per AARRR Stage

3This doc maps every marketing-skill and every relevant MCP/API integration to the AARRR stage(s) it primarily serves. It's the source for Section 11 of every plan.

5> **Note on scope.** Skills below live in this `marketingskills` repo. A few references point to optional tools from adjacent Claude Code marketplaces (e.g., `vercel:agent-browser`, `compound-engineering:diagram-maker`) — substitute equivalents if not installed. When a plan references a skill or tool that isn't available, fall back to the underlying tactic and call it out in Section 13's open decisions.

Marketing Operations Stack — Skills + MCPs per AARRR Stage

This doc maps every marketing-skill and every relevant MCP/API integration to the AARRR stage(s) it primarily serves. It's the source for Section 11 of every plan.

Note on scope. Skills below live in this marketingskills repo. A few references point to optional tools from adjacent Claude Code marketplaces (e.g., vercel:agent-browser, compound-engineering:diagram-maker) — substitute equivalents if not installed. When a plan references a skill or tool that isn't available, fall back to the underlying tactic and call it out in Section 13's open decisions.

Raw lines 1 to 6

Uses an outside tool MCP :3

7## The thesis

9A small team + fCMO + agentic tooling = output of a 15–20-person traditional marketing org. The skills + MCPs encode workflows that previously required dedicated headcount per channel.

11The plan's Section 11 makes this thesis explicit by:

121. Mapping skills to stages so the founder sees which skills execute which work

132. Mapping MCPs/APIs to stages so the founder sees the tooling layer

143. Naming a concrete operational example that proves the stack works

154. Showing capability unlocks by funding stage (pre-seed → seed → Series A)

The thesis

A small team + fCMO + agentic tooling = output of a 15–20-person traditional marketing org. The skills + MCPs encode workflows that previously required dedicated headcount per channel.

The plan's Section 11 makes this thesis explicit by:

Mapping skills to stages so the founder sees which skills execute which work
Mapping MCPs/APIs to stages so the founder sees the tooling layer
Naming a concrete operational example that proves the stack works
Showing capability unlocks by funding stage (pre-seed → seed → Series A)

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17## Marketing skills mapped to AARRR

Marketing skills mapped to AARRR

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19### Acquisition skills

21| Skill | What it does | Primary use in Acquisition |

22|---|---|---|

23| `seo-audit` | Audit site for technical and on-page SEO | Quarterly site health checks |

24| `ai-seo` | Optimize content for AI search engines / LLM citation | Future-proof content strategy |

25| `programmatic-seo` | Build template-driven SEO pages at scale | Location, comparison, integration page systems |

26| `schema` | Add structured data markup | Rich snippets, eligibility for AI citation |

27| `content-strategy` | Plan content topics, pillars, cadence | Setting the editorial calendar |

28| `competitors` | Build vs-pages and alternative-to-pages | Capture high-intent SERPs against competitors |

29| `ads` | Plan and structure paid campaigns | Apple Search Ads, Meta, Google, LinkedIn |

30| `ad-creative` | Generate ad variations and creative | Iterate ad creative across platforms |

31| `social` | Plan and write social media content | LinkedIn, Twitter/X, Instagram, TikTok |

32| `typefully` | Schedule/post tweets, threads, LinkedIn content | Cadence operations for founder-led channels |

33| `cold-email` | Write B2B cold outreach + sequences | Outbound for B2B SaaS / hybrid businesses |

34| `analytics` | Set up tracking, GA4, conversion events | Funnel instrumentation |

35| `free-tools` | Plan engineering-as-marketing free tools | Build tools that generate links + leads |

36| `marketing-website-design` | Design marketing sites with intention | Pillar/landing page design |

37| `launch` | Plan and execute launches (Product Hunt, GA, feature launches) | GTM moments — strategy + tactical execution |

Acquisition skills

Skill	What it does	Primary use in Acquisition
`seo-audit`	Audit site for technical and on-page SEO	Quarterly site health checks
`ai-seo`	Optimize content for AI search engines / LLM citation	Future-proof content strategy
`programmatic-seo`	Build template-driven SEO pages at scale	Location, comparison, integration page systems
`schema`	Add structured data markup	Rich snippets, eligibility for AI citation
`content-strategy`	Plan content topics, pillars, cadence	Setting the editorial calendar
`competitors`	Build vs-pages and alternative-to-pages	Capture high-intent SERPs against competitors
`ads`	Plan and structure paid campaigns	Apple Search Ads, Meta, Google, LinkedIn
`ad-creative`	Generate ad variations and creative	Iterate ad creative across platforms
`social`	Plan and write social media content	LinkedIn, Twitter/X, Instagram, TikTok
`typefully`	Schedule/post tweets, threads, LinkedIn content	Cadence operations for founder-led channels
`cold-email`	Write B2B cold outreach + sequences	Outbound for B2B SaaS / hybrid businesses
`analytics`	Set up tracking, GA4, conversion events	Funnel instrumentation
`free-tools`	Plan engineering-as-marketing free tools	Build tools that generate links + leads
`marketing-website-design`	Design marketing sites with intention	Pillar/landing page design
`launch`	Plan and execute launches (Product Hunt, GA, feature launches)	GTM moments — strategy + tactical execution

Raw lines 19 to 38

Names a skill seo-audit :23

Names a skill ai-seo :24

Names a skill programmatic-seo :25

Names a skill schema :26

Names a skill content-strategy :27

Names a skill competitors :28

Names a skill ads :29

Names a skill ad-creative :30

Names a skill social :31

Names a skill cold-email :33

Names a skill analytics :34

Names a skill free-tools :35

Names a skill launch :37

39### Activation skills

41| Skill | What it does | Primary use in Activation |

42|---|---|---|

43| `onboarding` | Optimize user onboarding flows | Onboarding rebuild, activation rate tests |

44| `signup` | Optimize signup/registration | Reduce friction at top of activation |

45| `cro` | Optimize any marketing page or form | Conversion testing across pages, forms, landing pages |

46| `paywalls` | Optimize paywalls and upgrade screens | Trial → paid conversion (also Revenue) |

47| `popups` | Optimize popups, modals, slide-ins | Lead capture + activation prompts |

48| `copywriting` | Write marketing copy | Onboarding screens, paywall copy, CTAs |

49| `copy-editing` | Edit and improve existing copy | Voice / clarity pass before ship |

50| `copycraft` | Real-time copy variation overlay | Live copy iteration during reviews |

51| `website-copy` | Write full website copy (stage-8 from CF process) | Comprehensive site copy production |

52| `ab-testing` | Plan A/B tests | Structure for onboarding variant tests |

53| `marketing-psychology` | Apply behavioral science to copy and CRO | Persuasion principles in activation moments |

Activation skills

Skill	What it does	Primary use in Activation
`onboarding`	Optimize user onboarding flows	Onboarding rebuild, activation rate tests
`signup`	Optimize signup/registration	Reduce friction at top of activation
`cro`	Optimize any marketing page or form	Conversion testing across pages, forms, landing pages
`paywalls`	Optimize paywalls and upgrade screens	Trial → paid conversion (also Revenue)
`popups`	Optimize popups, modals, slide-ins	Lead capture + activation prompts
`copywriting`	Write marketing copy	Onboarding screens, paywall copy, CTAs
`copy-editing`	Edit and improve existing copy	Voice / clarity pass before ship
`copycraft`	Real-time copy variation overlay	Live copy iteration during reviews
`website-copy`	Write full website copy (stage-8 from CF process)	Comprehensive site copy production
`ab-testing`	Plan A/B tests	Structure for onboarding variant tests
`marketing-psychology`	Apply behavioral science to copy and CRO	Persuasion principles in activation moments

Raw lines 39 to 54

Names a skill onboarding :43

Names a skill signup :44

Names a skill cro :45

Names a skill paywalls :46

Names a skill popups :47

Names a skill copywriting :48

Names a skill copy-editing :49

Names a skill ab-testing :52

Names a skill marketing-psychology :53

55### Retention skills

57| Skill | What it does | Primary use in Retention |

58|---|---|---|

59| `emails` | Design email sequences | Customer.io / Mailchimp / Resend flow building |

60| `churn-prevention` | Build cancellation flows, save offers, win-back | Reduce churn, recover failed payments |

61| `copywriting` / `copy-editing` | Email copy production | Lifecycle email content |

62| `paywalls` | (cross-cuts) — upgrade prompts in retention emails | Upsell within lifecycle |

63| `ab-testing` | Test email variants | Subject line, CTA, timing tests |

Retention skills

Skill	What it does	Primary use in Retention
`emails`	Design email sequences	Customer.io / Mailchimp / Resend flow building
`churn-prevention`	Build cancellation flows, save offers, win-back	Reduce churn, recover failed payments
`copywriting` / `copy-editing`	Email copy production	Lifecycle email content
`paywalls`	(cross-cuts) — upgrade prompts in retention emails	Upsell within lifecycle
`ab-testing`	Test email variants	Subject line, CTA, timing tests

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Names a skill emails :59

Names a skill churn-prevention :60

Names a skill copywriting :61

Names a skill copy-editing :61

Names a skill paywalls :62

Names a skill ab-testing :63

65### Referral skills

67| Skill | What it does | Primary use in Referral |

68|---|---|---|

69| `referrals` | Plan and launch referral / affiliate / ambassador programs | Core skill for Section 7 |

70| `social` | Create ambassador-shareable content | Talking points, post templates |

71| `copywriting` | Ambassador / affiliate email copy | Recruitment, onboarding, communication |

72| `marketing-website-design` | Per-ambassador landing pages | Attribution surface |

73| `emails` | Ambassador lifecycle emails | Onboarding, monthly digest, payout notifications |

Referral skills

Skill	What it does	Primary use in Referral
`referrals`	Plan and launch referral / affiliate / ambassador programs	Core skill for Section 7
`social`	Create ambassador-shareable content	Talking points, post templates
`copywriting`	Ambassador / affiliate email copy	Recruitment, onboarding, communication
`marketing-website-design`	Per-ambassador landing pages	Attribution surface
`emails`	Ambassador lifecycle emails	Onboarding, monthly digest, payout notifications

Raw lines 65 to 74

Names a skill referrals :69

Names a skill social :70

Names a skill copywriting :71

Names a skill emails :73

75### Revenue skills

77| Skill | What it does | Primary use in Revenue |

78|---|---|---|

79| `pricing` | Audit and optimize pricing | Plan tier structure, annual defaults, value metrics |

80| `paywalls` | Paywall optimization | Trial → paid, free → paid conversion |

81| `sales-enablement` | Build sales decks, one-pagers, demos | B2B sales support material |

82| `revops` | Revenue operations, lead lifecycle | Marketing → sales handoff |

83| `ab-testing` | Pricing experiments | Test annual default, intro pricing, tier consolidation |

Revenue skills

Skill	What it does	Primary use in Revenue
`pricing`	Audit and optimize pricing	Plan tier structure, annual defaults, value metrics
`paywalls`	Paywall optimization	Trial → paid, free → paid conversion
`sales-enablement`	Build sales decks, one-pagers, demos	B2B sales support material
`revops`	Revenue operations, lead lifecycle	Marketing → sales handoff
`ab-testing`	Pricing experiments	Test annual default, intro pricing, tier consolidation

Raw lines 75 to 84

Names a skill pricing :79

Names a skill paywalls :80

Names a skill sales-enablement :81

Names a skill revops :82

Names a skill ab-testing :83

85### Cross-cutting / brand foundation skills

87| Skill | What it does | Primary use |

88|---|---|---|

89| `product-marketing` | Set up the `.agents/product-marketing.md` context file (positioning, ICP, voice) | Foundational — run first; every section of the plan references this |

90| `customer-research` | Conduct customer interviews + surveys | Section 2 + Section 3 (Current state) |

91| `marketing-psychology` | Apply behavioral science | Cross-cuts copy, CRO, paywalls |

92| `marketing-ideas` | The 139-idea library | Section 12 of plan (Idea bank) |

Cross-cutting / brand foundation skills

Skill	What it does	Primary use
`product-marketing`	Set up the `.agents/product-marketing.md` context file (positioning, ICP, voice)	Foundational — run first; every section of the plan references this
`customer-research`	Conduct customer interviews + surveys	Section 2 + Section 3 (Current state)
`marketing-psychology`	Apply behavioral science	Cross-cuts copy, CRO, paywalls
`marketing-ideas`	The 139-idea library	Section 12 of plan (Idea bank)

Raw lines 85 to 93

Names a skill product-marketing :89

Names a skill customer-research :90

Names a skill marketing-psychology :91

Names a skill marketing-ideas :92

94## MCPs and APIs mapped to AARRR

MCPs and APIs mapped to AARRR

Raw lines 94 to 95

96### Acquisition tooling

98| Tool | What it provides | Wired-at-client check |

99|---|---|---|

100| **Ahrefs API** | SEO data: keyword research, backlinks, competitor analysis | Required `AHREFS_API_KEY` in `.env` |

101| **DataForSEO API** | SERP data, keyword volume, competitor SERP analysis | Required API key |

102| **GA4 MCP** | Traffic by channel, conversion events, retention curves | Wired via gcp project + service account |

103| **GitHub MCP** | Repo work: marketing site (`site-name-promo` patterns), content authoring | Standard `gh` CLI auth + MCP server |

104| **Typefully MCP** | Social posting (LinkedIn, X, Threads, Bluesky) | Typefully account + API key |

105| **Google Ads MCP** | Ad account management, campaign creation, performance pulls | Wired post-budget-unlock |

106| **agent-browser** | Browser automation (form fills, screenshots, scraping) | CLI install: `npm install -g agent-browser` |

107| **dev-browser** | General-purpose browser automation | MCP server install |

108| **defuddle** | Clean markdown extraction from web pages | CLI install |

109| **Notion** | Internal knowledge directory access | Notion API key |

110| **Stripe MCP** | LTV math, paid-CAC reconciliation (cross-cuts to Revenue) | Stripe account + restricted key |

111

Acquisition tooling

Tool	What it provides	Wired-at-client check
Ahrefs API	SEO data: keyword research, backlinks, competitor analysis	Required `AHREFS_API_KEY` in `.env`
DataForSEO API	SERP data, keyword volume, competitor SERP analysis	Required API key
GA4 MCP	Traffic by channel, conversion events, retention curves	Wired via gcp project + service account
GitHub MCP	Repo work: marketing site (`site-name-promo` patterns), content authoring	Standard `gh` CLI auth + MCP server
Typefully MCP	Social posting (LinkedIn, X, Threads, Bluesky)	Typefully account + API key
Google Ads MCP	Ad account management, campaign creation, performance pulls	Wired post-budget-unlock
agent-browser	Browser automation (form fills, screenshots, scraping)	CLI install: `npm install -g agent-browser`
dev-browser	General-purpose browser automation	MCP server install
defuddle	Clean markdown extraction from web pages	CLI install
Notion	Internal knowledge directory access	Notion API key
Stripe MCP	LTV math, paid-CAC reconciliation (cross-cuts to Revenue)	Stripe account + restricted key

Raw lines 96 to 111

Uses an outside tool MCP :102

112### Activation tooling

113

114| Tool | What it provides |

115|---|---|

116| **App Store Connect** | Conversion rate by listing variant, install funnel | Usually manual + `dev-browser` for screenshots |

117| **GitHub MCP** | Mobile app repo for onboarding code edits |

118| **Figma / Pencil MCP** | Onboarding screen design + iteration |

119| **Customer.io MCP** | In-app messaging + lifecycle email coordination |

120| **Stripe MCP** | Subscription state for paywall logic |

121| **GA4 MCP** | Activation events instrumentation |

122

Activation tooling

Tool	What it provides
App Store Connect	Conversion rate by listing variant, install funnel	Usually manual + `dev-browser` for screenshots
GitHub MCP	Mobile app repo for onboarding code edits
Figma / Pencil MCP	Onboarding screen design + iteration
Customer.io MCP	In-app messaging + lifecycle email coordination
Stripe MCP	Subscription state for paywall logic
GA4 MCP	Activation events instrumentation

Raw lines 112 to 122

Uses an outside tool MCP :117

123### Retention tooling

124

125| Tool | What it provides |

126|---|---|

127| **Customer.io MCP** | The retention infrastructure — flow building, segmentation, sending |

128| **Shopify** | Hardware buyer events as lifecycle triggers |

129| **Stripe MCP** | Subscription state, churn cohorts, plan changes |

130| **GA4 MCP** | Session events, retention curves |

131| **Resend / Mailchimp / SendGrid** | Alternatives to Customer.io for different stacks |

132

Retention tooling

Tool	What it provides
Customer.io MCP	The retention infrastructure — flow building, segmentation, sending
Shopify	Hardware buyer events as lifecycle triggers
Stripe MCP	Subscription state, churn cohorts, plan changes
GA4 MCP	Session events, retention curves
Resend / Mailchimp / SendGrid	Alternatives to Customer.io for different stacks

Raw lines 123 to 132

Uses an outside tool MCP :127

133### Referral tooling

134

135| Tool | What it provides |

136|---|---|

137| **Dub.co** | Ambassador attribution, short links, per-ambassador tracking |

138| **Stripe MCP** | Commission accounting + payouts via Connect |

139| **GitHub MCP** | Per-ambassador landing pages |

140| **Customer.io MCP** | Ambassador lifecycle (recruitment → onboarding → monthly digest → payout notifications) |

141| **Rewardful / Tolt / Mention Me** | Alternatives to Dub for affiliate management |

142

Referral tooling

Tool	What it provides
Dub.co	Ambassador attribution, short links, per-ambassador tracking
Stripe MCP	Commission accounting + payouts via Connect
GitHub MCP	Per-ambassador landing pages
Customer.io MCP	Ambassador lifecycle (recruitment → onboarding → monthly digest → payout notifications)
Rewardful / Tolt / Mention Me	Alternatives to Dub for affiliate management

Raw lines 133 to 142

Uses an outside tool MCP :138

143### Revenue tooling

144

145| Tool | What it provides |

146|---|---|

147| **Stripe MCP** | Pricing tests, subscription analytics, churn cohort analysis, blended CAC math |

148| **Shopify** | Hardware transactions |

149| **GA4 MCP** | Revenue events |

150| **Customer.io MCP** | Paywall / pricing-related lifecycle |

151| **Notion** | Commercial knowledge directory |

152

Revenue tooling

Tool	What it provides
Stripe MCP	Pricing tests, subscription analytics, churn cohort analysis, blended CAC math
Shopify	Hardware transactions
GA4 MCP	Revenue events
Customer.io MCP	Paywall / pricing-related lifecycle
Notion	Commercial knowledge directory

Raw lines 143 to 152

Uses an outside tool MCP :147

153### Cross-cutting tooling

154

155| Tool | What it provides |

156|---|---|

157| **Notion** | Shared knowledge base |

158| **GitHub MCP** | Shared context repo (`{client-org}/{client-context}`) |

159| **defuddle** | Research extraction |

160| **obsidian-cli** | Working notes for fCMO |

161| **Pencil MCP** | Design files |

162| **Figma MCP** | Design files (if Figma) |

163

Cross-cutting tooling

Tool	What it provides
Notion	Shared knowledge base
GitHub MCP	Shared context repo (`{client-org}/{client-context}`)
defuddle	Research extraction
obsidian-cli	Working notes for fCMO
Pencil MCP	Design files
Figma MCP	Design files (if Figma)

Raw lines 153 to 163

Uses an outside tool MCP :158

164## Capability unlocks by funding stage

165

166The plan's Section 11 must include this table (or equivalent), specific to the client's current and projected funding stages.

167

169|---|---|---|---|

171| **Seed close** | + first marketing hire (lifecycle/content owner) | + paid ad accounts (Apple Search Ads, Meta, LinkedIn) + `ads` skill activated | + paid acquisition pilot ($5–15K/mo — see `funding-stage-unlocks.md` for canonical tiers) |

173| **Series A** | + performance marketing lead + content lead | + dedicated tooling spend ($2–5K/mo software) + sponsored event budget | + paid scaling ($50–150K/mo) + international consideration + B2B vertical expansion |

175

Capability unlocks by funding stage

The plan's Section 11 must include this table (or equivalent), specific to the client's current and projected funding stages.

Stage	Headcount	Tooling	Channels live
Pre-seed / bootstrapped	fCMO + founder team	All current tooling + marketing-skills library + MCP layer	Organic only (SEO, content, App Store, founder-led social, events, WOM, ambassador)
Seed close	+ first marketing hire (lifecycle/content owner)	+ paid ad accounts (Apple Search Ads, Meta, LinkedIn) + `ads` skill activated	+ paid acquisition pilot ($5–15K/mo — see `funding-stage-unlocks.md` for canonical tiers)
Seed deployment	+ designer (potentially fractional)	+ analytics expansion (Mixpanel / Amplitude if needed)	+ paid scaling ($20–50K/mo) + first launches (PH, GA)
Series A	+ performance marketing lead + content lead	+ dedicated tooling spend ($2–5K/mo software) + sponsored event budget	+ paid scaling ($50–150K/mo) + international consideration + B2B vertical expansion
Series B+	Full-stack marketing org (10+ people)	+ agency partnerships + PR firm	+ brand campaigns + acquisitions + sponsorships at category level

Raw lines 164 to 175

Uses an outside tool MCP :170

Names a skill ads :171

176## The concrete-example test

177

178Section 11 of the plan must include at least one concrete operational example that proves the stack thesis. The example should be:

179- A specific event (not abstract claim)

180- From this client's actual history if possible (most credible)

181- Tied to a non-technical person executing via the stack (proves it works without dedicated engineering)

182

183Examples from real engagements:

184- *"On the kickoff call, Alex drafted a working Customer.io abandoned-cart flow live, using Customer.io's Claude MCP. Validated that a non-technical founder can ship lifecycle work using the skill pattern independently."*

185- *"In two weeks, the team scaled from 0 to 14 ranking keywords using `programmatic-seo` against the Ahrefs API + GitHub MCP — no dedicated SEO hire required."*

186- *"The first email campaign generated a 24% reply rate after `cold-email` skill + GA4 MCP + Stripe MCP gave the team a verified target list of users with high LTV but no recent activity."*

187

188If the client has no such moment in their history yet, frame the example as the *first move* — "Here's the demonstration the team will run in week one to validate the stack:"

189

The concrete-example test

Section 11 of the plan must include at least one concrete operational example that proves the stack thesis. The example should be:

A specific event (not abstract claim)
From this client's actual history if possible (most credible)
Tied to a non-technical person executing via the stack (proves it works without dedicated engineering)

Examples from real engagements:

"On the kickoff call, Alex drafted a working Customer.io abandoned-cart flow live, using Customer.io's Claude MCP. Validated that a non-technical founder can ship lifecycle work using the skill pattern independently."
*"In two weeks, the team scaled from 0 to 14 ranking keywords using programmatic-seo against the Ahrefs API + GitHub MCP — no dedicated SEO hire required."*
*"The first email campaign generated a 24% reply rate after cold-email skill + GA4 MCP + Stripe MCP gave the team a verified target list of users with high LTV but no recent activity."*

If the client has no such moment in their history yet, frame the example as the first move — "Here's the demonstration the team will run in week one to validate the stack:"

Raw lines 176 to 189

Uses an outside tool MCP :184

Names a skill programmatic-seo :185

Names a skill cold-email :186

190## When the stack doesn't apply (yet)

191

192For clients without MCP connections set up, frame Section 11 differently:

193- List the skills that DO apply with current tooling

194- Name which MCPs would unlock which sections of the plan

195- Treat MCP setup as a Q1 priority alongside the bedrock fixes

196

197A plan can't claim the agentic-stack thesis if the stack isn't wired. Be honest about state.