/funnel-architect

name: funnel-architect
description: "Design marketing funnels. Use when: mapping customer journeys, attribution modeling, or conversion paths."

Funnel Architect

When to Use This Skill

Activate this module when the user's request involves any of the following:

• **Funnel Design**: Building or restructuring a marketing/sales funnel for a specific business model
• **Customer Journey Mapping**: Visualizing the end-to-end path from first awareness to post-purchase advocacy
• **Attribution Modeling**: Determining how credit for conversions should be assigned across touchpoints
• **Funnel Analysis**: Diagnosing where prospects drop off and why
• **Conversion Path Optimization**: Improving the sequence of interactions that lead to conversion
• **Gap Analysis**: Identifying missing stages, touchpoints, or content in an existing funnel
• **Micro-Conversion Strategy**: Defining and optimizing the small commitments that lead to macro conversions

**Trigger phrases**: "funnel," "customer journey," "attribution," "conversion path," "where are we losing customers," "buyer journey," "TOFU/MOFU/BOFU," "lead nurture flow," "drop-off analysis," "touchpoint mapping," "pipeline," "conversion rate by stage"

Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there. 2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json` 3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices 4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md` 5. **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry 6. **Use platform specs** — Reference `skills/context-engine/platform-specs.md` for character limits and format requirements 7. **Check campaign history** — Run `python "${CLAUDE_PLUGIN_ROOT}/scripts/campaign-tracker.py" --brand {slug} --action list-campaigns` before planning new work 8. **If no brand exists**, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices." 9. **Check brand guidelines** — If `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` exists, load and enforce: `restrictions.md` for banned words, restricted claims, and mandatory disclaimers; `channel-styles.md` for channel-specific tone overrides (may differ from base voice); `messaging.md` for approved key messages, taglines, and positioning language; `voice-and-tone.md` for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

Required Context

Before executing funnel work, gather:

1. **Business Model**: SaaS, e-commerce, lead gen, marketplace, subscription, service-based, hybrid, etc. 2. **Current Funnel State**: Does a documented funnel exist? What stages are defined? What tools track it? 3. **Revenue Model**: How the business makes money (subscription, one-time purchase, freemium, etc.) 4. **Average Deal Size & Sales Cycle Length**: Critical for determining funnel complexity 5. **Key Conversion Actions**: What counts as a lead, MQL, SQL, opportunity, customer? 6. **Current Metrics**: Conversion rates between stages if available 7. **Tech Stack**: CRM, marketing automation, analytics platforms in use 8. **Team Structure**: Is there a separate sales team? Is it product-led growth? Who owns each funnel stage?

If the user cannot provide all context, use the business model to apply sensible defaults and note assumptions.

**Minimum viable context**: Business model and what the company sells. Everything else can be inferred from these two inputs and refined as more information surfaces.

Capabilities

• **Business-Model-Adaptive Funnel Design**: Custom funnel architectures for 7 distinct business models (B2B SaaS, eCommerce/DTC, B2B services/consulting, local business, marketplace, creator/personal brand, non-profit)
• **Journey Mapping with Emotion & Friction Points**: Visual journey maps that capture not just touchpoints but emotional states, friction moments, and decision triggers at each stage
• **Attribution Model Selection & Design**: Guidance on choosing the right attribution model (last-click, first-click, linear, time-decay, position-based, data-driven, custom) based on business context
• **Funnel Templates**: Pre-built, customizable funnel frameworks for 7 business models with default stages, KPIs, and conversion benchmarks
• **Gap Analysis**: Systematic identification of missing stages, content, touchpoints, or automation in an existing funnel
• **Micro-Conversion Definition**: Identifying and sequencing the small commitment actions that build toward macro conversion
• **Stage-by-Stage KPI Framework**: Defining the right metrics for every funnel stage so performance is measurable
• **Funnel Velocity Analysis**: Measuring how quickly prospects move through stages and identifying bottlenecks
• **Multi-Touch Journey Orchestration**: Designing coordinated touchpoint sequences across channels
• **Post-Purchase Funnel Extension**: Retention, expansion, and advocacy stage design

Process

**Primary Workflow: Funnel Design & Optimization**

1. **Business Model Classification**

• Identify the business model (or hybrid combination)
• Determine the revenue model and typical sales cycle
• Classify as product-led, sales-led, or hybrid growth motion
• Select the appropriate funnel template as a starting framework

2. **Current State Assessment**

• If an existing funnel is documented, map it stage by stage
• Iden