/00-marketing-plan-global

name: 00-marketing-plan-global
description: "Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`."
metadata:
  version: 1.0.1
  category: strategy
license: MIT
triggers:
  - "marketing plan"
  - "global marketing strategy"
  - "go-to-market plan"
  - "marketing roadmap"
  - "international marketing plan"
related:
  - product-marketing-context-global
  - 02-campaign-brief-global
  - 08-competitor-research-global
  - 09-customer-insight-global
  - 10-reverse-kpi-global

Global Marketing Plan

> Master skill — calls 08-competitor-research-global, 09-customer-insight-global, 10-reverse-kpi-global before producing the final output.

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For newcomers

If this is your first global marketing plan, follow this order:

1. **Step 0** — Read `.agents/product-marketing-context-global.md` (set once per product) 2. **Information gathering** — Answer the 4 questions below 3. **Run sub-skills** — 08 (competitors), 09 (insights), 10 (reverse KPIs) 4. **Assemble plan** — Use the 7-section template 5. **Cross-check** — Run the quality checklist

If `.agents/product-marketing-context-global.md` does not exist, ask the user to run `product-marketing-context-global` first to lock down product, ICP, region, currency, and brand voice.

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Step 0 — Read context file

Before producing any output, read `.agents/product-marketing-context-global.md` to load:

• Product / service description, USP, pricing tier
• Target region (US / EU / SEA / LATAM / APAC / GLOBAL)
• Reporting currency (USD / EUR / GBP / SGD / etc.)
• Brand voice & tone-of-voice rules
• Existing channels and audience data

If the file is missing, ask the user to create it first. Do not guess context.

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Information gathering

Ask the user up to 4 questions before starting:

1. **Product / service?** Short description, core USP, price tier (entry / mid / premium). 2. **Target audience?** Age range, location, occupation, behaviour, biggest pain point. 3. **Goal & budget?** Target revenue per month, marketing budget (ads + content + people), campaign duration. 4. **Stage?** Pre-launch / Launch / Growth / Mature? Existing channels with traction? Available data (followers, email list, customer database)?

> If region was not captured in context file, also ask: **Primary market?** (US / EU / SEA / LATAM / APAC / GLOBAL multi-region).

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Section 1 — Overall strategy

1.1 Situation summary

| Item | Detail | |------|--------| | Product / service | [name + USP] | | Market | [region + size] | | Stage | Pre-launch / Launch / Growth / Mature | | Plan horizon | [months] | | Total budget | [amount + currency] |

1.2 SWOT analysis

| | Positive | Negative | |---|---------|---------| | **Internal** | Strengths: [list] | Weaknesses: [list] | | **External** | Opportunities: [list] | Threats: [list] |

1.3 Competitive moat analysis

> Call skill `08-competitor-research-global` for the full data set.

| Competitor | Strong channel | Exploitable weakness | Their moat | Your moat | |------------|---------------|---------------------|------------|-----------| | [Competitor 1] | | | | | | [Competitor 2] | | | | | | [Competitor 3] | | | | |

**Moat types to consider:**

• Brand trust (recognition + credibility)
• Content depth (long-tail expertise competitors will not replicate)
• Community lock-in (loyal customer community)
• Data advantage (better customer understanding)
• Distribution (more channels, better partners)
• Price / unit economics (sustainable lower CAC or higher LTV)

1.4 Customer insight

> Call skill `09-customer-insight-global` to ground the insight in evidence.

| Element | Description | |---------|-------------| | Biggest pain | [specific, observable] | | Hidden desire | [what they truly want but rarely say] | | Purchase barrier | [why they have not bought yet] | | Buying trigger | [the situation that flips them to action] | | Trusted source | [people / channels that influence them] |

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Section 2 — SAVE Framework

> Replaces the traditional 4P. More appropriate for services and digital products.

2.1 Solution (replaces Product)

| Question | Answer | |----------|--------| | What problem are customers facing? | [specific pain] | | How does the product solve it? | [mechanism] | | What outcome do they get? | [specific, measurable] | | How fast do they see results? | [timeframe] |

2.2 Access (replaces Place)

| Channel | Funnel role | Priority | |---------|------------|----------| | [Channel 1] | TOFU — attract | High / Medium / Low | | [Channel 2] | MOFU — nurture | | | [Channel 3] | BOFU — convert | | | [Channel 4] | Retention — retain | |

> Region note: Channel mix differs per market. See `product-marketing-context-global` for region-specific channel preferences. SEA leans on Zalo / LINE / Shopee Live, EU favours email + LinkedIn for B2B, US favours podcast + newsletter, LATAM favours WhatsApp + TikTok.

2.3 Value (replaces Price)

| Item | Detail | |------|--------| | Product / service price | [tier + currency] | | Customer value received | [quantified: saves X, gains Y] | | Value-to-price ratio | [Nx] | | Vs competitors | [cheaper / pricier — reason] | | Pricing psychology | [anchor / bundle / tier / free trial] |

2.4 Education (replaces Promotion)

| Awareness stage | Educa