# Strategic Review > Monthly strategic review playbook. Chains pipeline-review + campaign-analyzer + win-loss-analyzer + gtm-analyzer. Outputs executive summary with KPIs, channel ROI, competitive shifts, and strategic recommendations. - Skill: `ekatasingh1107/strategic-review` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds add ekatasingh1107/strategic-review` - Raw SKILL.md: https://api.skillmd.com/api/skills/ekatasingh1107/strategic-review/raw - Safety review: pending (external: skill-scanner PASS, skillspector PASS) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: ekatasingh1107 (https://skillmd.com/u/ekatasingh1107) - Updated: 2026-08-19 - Page: https://skillmd.com/skills/ekatasingh1107/strategic-review --- # Strategic Review Monthly strategic review playbook for leadership. Aggregates data from pipeline, campaigns, win/loss analysis, and GTM performance into a single executive-level report with KPIs, trends, insights, and strategic recommendations. Run this on the first Monday of each month. ## Prerequisites - `agency.config.json` populated (agency info, services, ICP, scoring) - CRM data accessible via `crm-writer`/CRM webhook - Campaign data available (ad platforms, email metrics) - At least one month of pipeline history ## Composites & Capabilities Used 1. `pipeline-review` composite -- pipeline health, stage conversion, velocity 2. `campaign-analyzer` composite -- channel performance, spend, ROI 3. `win-loss-analyzer` composite -- deal outcomes, patterns, feedback 4. `gtm-analyzer` composite -- overall GTM strategy assessment 5. `crm-writer` capability -- read CRM data for analysis ## Phase 0: Intake Read `agency.config.json`: - `agency.name` -- for report branding - `services[]` -- for service-level analysis - `icp.segments[]` -- for segment-level performance - `scoring.thresholds` -- for pipeline quality benchmarking - `crm` -- for data access Accept parameters: - `review_period` -- (required) month/year string: "March 2026" or date range - `compare_period` -- (optional) previous period for comparison. Default: previous month - `focus_areas` -- (optional) array to emphasize: `pipeline`, `campaigns`, `deals`, `competitors`, `team`. Default: all - `revenue_target` -- (optional) monthly revenue target for goal tracking - `include_recommendations` -- boolean. Default: `true` ## Phase 1: Pipeline Review Execute `pipeline-review` for the review period: ### Metrics to Collect ``` PIPELINE HEALTH -- [Review Period] --- Total leads generated: [N] (vs [N] last month, [+/-X%]) Lead sources: Outbound: [N] ([%] of total) Inbound: [N] ([%] of total) Referral: [N] ([%] of total) Lead quality: HOT: [N] ([%]) WARM: [N] ([%]) COOL: [N] ([%]) Average lead score: [N] Stage conversion rates: NEW -> ENRICHED: [%] ENRICHED -> CONTACTED: [%] CONTACTED -> REPLIED: [%] REPLIED -> DEMO_BOOKED: [%] DEMO_BOOKED -> PROPOSAL_SENT: [%] PROPOSAL_SENT -> CLOSED_WON: [%] Pipeline velocity: Average days NEW -> CONTACTED: [N] Average days CONTACTED -> DEMO: [N] Average days DEMO -> CLOSE: [N] Total cycle time: [N] days Pipeline value: Total pipeline value: [currency] Weighted pipeline: [currency] Average deal size: [currency] ``` ### Trend Analysis - Compare all metrics to previous month - Flag metrics with > 20% change (positive or negative) - Identify bottleneck stages (lowest conversion rate) ## Phase 2: Campaign Analysis Execute `campaign-analyzer` for the review period: ### Metrics by Channel ``` CAMPAIGN PERFORMANCE -- [Review Period] --- Channel: Cold Email Sent: [N] Open rate: [%] Reply rate: [%] Demos from channel: [N] Cost: [currency] Cost per demo: [currency] Channel: LinkedIn (Dripify) Connection requests: [N] Acceptance rate: [%] Conversations started: [N] Demos from channel: [N] Cost: [currency] Cost per demo: [currency] Channel: Instagram DM DMs sent: [N] Response rate: [%] Demos from channel: [N] Cost: [currency] Channel: Inbound (SEO/Content) Website visitors: [N] Lead captures: [N] Demos from channel: [N] Cost: [currency] Cost per lead: [currency] Channel: Paid Ads (if applicable) Spend: [currency] Impressions: [N] Clicks: [N] CTR: [%] Leads: [N] Cost per lead: [currency] Demos: [N] ROAS: [X:1] ``` ### Channel ROI Ranking Rank channels by cost-per-demo-booked (most efficient first). ### Content Performance - Top 3 performing email subject lines (by open rate) - Top 3 performing email bodies (by reply rate) - Top performing social posts (by engagement) - Top performing blog posts (by traffic/leads) ## Phase 3: Win/Loss Analysis Execute `win-loss-analyzer` for deals that closed (won or lost) in the review period: ### Won Deals ``` DEALS WON -- [Review Period] --- Total deals won: [N] Total revenue closed: [currency] Average deal size: [currency] Win rate: [%] (deals won / proposals sent) Won deal profiles: [Deal 1]: [Company] -- [service] -- [deal size] -- [cycle time] -- [source] [Deal 2]: ... Common win factors: 1. [Factor]: [appeared in X% of won deals] 2. [Factor]: ... 3. [Factor]: ... Best source for won deals: [channel] Best ICP segment for wins: [segment name] ``` ### Lost Deals ``` DEALS LOST -- [Review Period] --- Total deals lost: [N] Total revenue lost: [currency] Average deal size: [currency] Lost deal reasons: 1. [Reason]: [N] deals, [%] of losses 2. [Reason]: [N] deals, [%] 3. [Reason]: [N] deals, [%] Common loss patterns: Stage where most deals die: [stage] Average time before loss: [N] days Competitor mentioned: [competitor name, N times] ``` ### Win/Loss Insights - What differentiates won from lost deals? - Are there ICP segments with consistently higher win rates? - Are there services with higher close rates? - Is pricing a factor? What price points close vs don't? ## Phase 4: GTM Strategy Assessment Execute `gtm-analyzer` for a broader strategic view: ### Market Assessment ``` GTM HEALTH -- [Review Period] --- ICP segment performance: [Segment 1]: [leads / demos / wins / revenue] [Segment 2]: ... Service demand: [Service 1]: [inquiries / proposals / wins] [Service 2]: ... Competitive landscape: New competitors spotted: [names] Competitor moves: [notable actions] Market shifts: [trends affecting the business] Positioning check: Are we attracting the right leads? [yes/no + evidence] Is our messaging resonating? [reply rate trends] Are we competitive on pricing? [win/loss by price point] ``` ## Phase 5: Executive Summary Compile all findings into a leadership-ready summary: ``` STRATEGIC REVIEW -- [Review Period] ================================================================ HEADLINE METRICS Revenue closed: [currency] ([+/-X%] vs last month) Pipeline value: [currency] ([+/-X%]) Demos booked: [N] ([+/-X%]) Win rate: [%] ([+/-X%]) Cost per demo: [currency] ([+/-X%]) TOP 3 WINS THIS MONTH 1. [Achievement with metric] 2. [Achievement] 3. [Achievement] TOP 3 CONCERNS 1. [Issue with data] 2. [Issue] 3. [Issue] CHANNEL EFFICIENCY (ranked by cost-per-demo) 1. [Channel]: [cost/demo] -- [trend] 2. [Channel]: [cost/demo] -- [trend] 3. [Channel]: [cost/demo] -- [trend] KEY INSIGHT [One paragraph synthesis: the most important strategic observation from this month's data] ``` ## Phase 6: Strategic Recommendations If `include_recommendations` = true: Generate 3-5 strategic recommendations based on data: ``` STRATEGIC RECOMMENDATIONS --- 1. [RECOMMENDATION TITLE] Data basis: [what data supports this] Action: [specific action to take] Expected impact: [projected improvement] Timeline: [when to implement] Owner: [who is responsible] Priority: [HIGH / MEDIUM / LOW] 2. ... ``` ### Recommendation Categories - **Double down**: Channels or segments performing above average - **Fix**: Broken conversion points or declining metrics - **Experiment**: New approaches to test based on market signals - **Cut**: Underperforming channels or segments to deprioritize - **Invest**: Areas needing more resources for growth ## Phase 7: Goal Setting Propose next month's targets based on trends: ``` NEXT MONTH TARGETS --- Lead generation: [N] leads (based on [trend]) Demos booked: [N] (based on [conversion rate]) Revenue target: [currency] (based on [pipeline + win rate]) Key initiative: [one strategic focus for next month] Experiments to run: [1-2 new things to test] ``` ## Phase 8: Output Return structured JSON: ```json { "review_period": "March 2026", "compare_period": "February 2026", "generated_at": "2026-04-01T09:00:00Z", "headline_metrics": { "revenue_closed": {"value": "INR 3.5L", "change": "+16%"}, "pipeline_value": {"value": "INR 12L", "change": "+8%"}, "demos_booked": {"value": 14, "change": "+27%"}, "win_rate": {"value": "28%", "change": "+3pp"}, "cost_per_demo": {"value": "INR 2,100", "change": "-12%"} }, "pipeline": { "total_leads": 87, "hot_leads": 12, "bottleneck_stage": "REPLIED -> DEMO_BOOKED", "bottleneck_conversion": "18%", "avg_cycle_days": 22 }, "channels": [ {"name": "Cold Email", "demos": 6, "cost_per_demo": "INR 1,800", "trend": "improving"}, {"name": "LinkedIn", "demos": 4, "cost_per_demo": "INR 2,200", "trend": "stable"}, {"name": "Inbound", "demos": 3, "cost_per_demo": "INR 1,500", "trend": "improving"}, {"name": "Instagram", "demos": 1, "cost_per_demo": "INR 4,000", "trend": "declining"} ], "wins_losses": { "deals_won": 4, "deals_lost": 10, "top_win_factor": "CRO audit as sales tool", "top_loss_reason": "Budget/timing", "best_segment": "Post-PMF D2C India" }, "recommendations": [ { "title": "Double down on CRO audit as lead magnet", "data_basis": "3 of 4 won deals received a CRO audit before proposal", "action": "Offer free CRO audit to all HOT leads within 24 hours", "expected_impact": "+20% demo-to-proposal conversion", "timeline": "Implement this week", "priority": "HIGH" } ], "next_month_targets": { "leads": 100, "demos": 18, "revenue": "INR 4L", "key_initiative": "Launch inbound content engine (2 blog posts/week + social calendar)", "experiments": ["Test video testimonial in outreach sequence", "Try Reddit community engagement"] } } ``` ## Automation This playbook is designed to run monthly: 1. **Manual**: Run `/strategic-review` on the first Monday of each month 2. **Cron**: Schedule for 1st of each month at 9 AM 3. **Reminder**: Set a recurring calendar event ## Example Usage Trigger phrases: - "Run the monthly strategic review for March" - "Generate the executive summary for last month" - "How did we perform this month?" - "Pull together the monthly leadership report" - "Compare this month's performance to last month" - "What are our strategic priorities for next month?"