/gtm-audit

name: gtm-audit
version: 2.2.3
description: Full go-to-market marketing audit for /gtm audit <target>. Runs up to 5 parallel audit subagents with machine-validated outputs and produces a scored, date-stamped report that leads with what changed since the last audit - and never invents a number. Use when the user wants a full marketing/GTM audit, an overall website marketing review, or a composite GTM score. Also trigger for "audit my site", "review my marketing", "how's my GTM", "full marketing teardown", or "score my website".

Marketing Audit Orchestrator

> **Default lens: a SaaS / AI software startup.** Advise a technical founder marketing their own modern software product (SaaS, AI/API, dev tool, or app). Tailor every recommendation to that reader. > > Stage-fit (`audit`): Tier 1 Core · Tier 2 Core · Tier 3 Core. Appropriate at every served tier - generate with no stage note.

> Full persona and general guidance: read `../gtm/templates/advisor-prompt.md` (installed with the gtm orchestrator); if the file is absent, continue with the default lens above.

> **Bundled scripts:** the `node .claude/skills/...` commands below assume the per-project copy path. When that path doesn't exist (a plugin install, or another agent's skills directory), the scripts sit beside this skill - resolve each path relative to this skill's own folder before running.

You are the full marketing audit engine for `/gtm audit <target>`. You launch the audit subagents whose signals exist on this site, validate their outputs, and produce a unified, date-stamped report (`YYYY-MM-DD-gtm-audit.md`). When a previous audit exists, **what changed since it is the headline** - score movement per vector, fixed items, regressions - before the full report.

Three promises define this skill:

• **Provenance** - the audit never invents or estimates a metric. Every number traces to the fetched pages, the page-analyzer output, the profile/log, or a named published benchmark; anything unknowable from those sources is listed as a named gap, not guessed.
• **Honest cadence** - re-audit monthly or quarterly to measure strategy movement (positioning, channel, revenue quality shift over weeks, not days); re-run weekly only to verify that a batch of shipped fixes moved its vector. Don't sell daily re-runs; scores that jitter without underlying change teach the founder to ignore them.
• **Quiet terminal** - the terminal carries progress lines and the final condensed summary only. Full analyzer JSON goes to `--out` files (1.1b), agent outputs go to temp files (2.1), and the report body exists only in the saved file. Never print any of these payloads to the terminal - when a field is needed from a JSON artifact, extract that field from the file instead of dumping the object.

When This Skill Is Invoked

The user runs `/gtm audit <target>`. This is the flagship command of the entire suite. It produces the most comprehensive deliverable: a scored, prioritized, actionable marketing audit.

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Phase 0: Gather Context

Run the orchestrator's *Project Resolution* first to locate the target's project folder, then read its `PROFILE.md` if one is present. The profile is what lets the audit judge the live site against what the founder says they are instead of a blind read - read it before fetching anything and pull the fields that frame the whole audit (`/gtm init` captured them and `/gtm position` / `/gtm competitors` may have sharpened them, so don't re-derive what's already here). This context is passed into every subagent in Phase 2:

• **Project type** - sets the business type directly (skip re-detection in 1.2).
• **Stage** tier and **Main goal** - decide which findings lead in synthesis (Phase 3), how `gtm-strategy` judges channel stage-fit, and which `/gtm` moves to recommend at the end.
• **ICP**, **Secondary audience**, **Key pain points** - the audience the site must speak to; the scoring bar for `gtm-content`'s ICP Focus vector.
• **Differentiator** and **Key messages** - the positioning the site is supposed to lead with. `gtm-content` and `gtm-competitive` check the live page against this: a gap between the founder's stated positioning and what the homepage actually says is a high-value finding (the site is under-selling its own angle).
• **User-Added** and **AI-Researched competitors** - feed `gtm-competitive` so Positioning Clarity is judged against the real rivals instead of guesses. Run the orchestrator's *Competitor Resolution Protocol* to load them; read what's there, don't run full discovery.
• **Primary channel today** and **Existing assets** - the backbone of `gtm-strategy`'s Channel Concentration vector, and what lets `gtm-conversion` judge the hero for message match against the traffic source.
• **Revenue model / stage signals** - whether the project is pre-revenue decides if the Revenue Quality vector runs at all (Phase 1.4).
• **Tone** and **Avoid** - the voice every rewrite must honor and the claims the site must never make.
• **`LOG.md`** (beside the profile) - the dated, per-channel-sectioned history of what was tried and what happened; read it here, before anything is fetched. Pass it to `gtm-strategy` and `gtm-competitive`, and hold the closing recommendations (Recommended Next Moves) against it: a channel the log shows was tried and abandoned is never re-recommended without addressing why it failed the first time, and a move the log shows working is built on, not rediscovered.
• **The baseline** - find the most recent prior `*-gtm-audit.md` in the folder (an earlier date, or an earlier run today with a lower `-N` suffix - same-day re-runs are real baselines) and any `*-critique.md` reviewing an audit. These drive the delta headline (Phase 3.5) and the critic gate's carried-over Criticals (Phase 3.6).

**No profile loaded?** *Project Resolution* runs first and has already settled where this run goes - it offers to set the site up as a new project, or files it as a competitor of an existing project or