# Funnel Strategy

> Maps your company's GTM motion (PLG, SLG, or Hybrid) to concrete funnel stages with inputs, outputs, and qualification criteria per stage. Detects motion type from website + Exa research, then produces pre-close + post-close stage definitions, the FETE mapping (Fit / Engagement / Tier / Eligibility), and closed-lost re-entry paths. Triggers - "funnel strategy", "funnel stages", "pipeline stages", "sales process", "lead qualification", "GTM motion mapping", or any work defining how leads flow through the business. Upstream - recommended company-context, icp-research. Downstream - feeds lifecycle-marketing, outreach-emails, content-strategy. NOT for lead scoring logic (use /lead-scoring) or lifecycle email campaigns (use /lifecycle-marketing).

- Skill: `majiayu000/funnel-strategy` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add majiayu000/funnel-strategy`
- Raw SKILL.md: https://api.skillmd.com/api/skills/majiayu000/funnel-strategy/raw
- Safety review: pending (external: skill-scanner PASS, skillspector PASS)
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: majiayu000 (https://skillmd.com/u/majiayu000)
- Updated: 2026-09-09
- Page: https://skillmd.com/skills/majiayu000/funnel-strategy

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# funnel-strategy — research skill

Infer and structure your sales funnel based on your GTM motion. Reads ICP + positioning (if locked) and your website signals to produce pre-close + post-close stages with qualification criteria per stage. Output: `marketing/funnel/funnel-strategy.md`.

## When to use

- Early in the engagement, after ICP research is in place — defines the stages every downstream skill assumes
- When the GTM motion is shifting (e.g., PLG → Hybrid as enterprise deals start landing)
- Quarterly refresh if win/loss data suggests stages are misaligned with reality

## When NOT to use

- For lead scoring logic per account — use `/lead-scoring` after this is locked
- For lifecycle email campaign design — use `/lifecycle-marketing` after this is locked
- If you already have a documented funnel that the team trusts — skip this; it's already done

## Inputs

- **Recommended:** `marketing/icp/ICP.md` (the champion + economic buyer help identify stage transitions)
- **Recommended:** `marketing/positioning/positioning.md` (status-quo alternatives often map to closed-lost re-entry signals)
- Your company website URL (Exa fetches + reads it)

## What it produces

`marketing/funnel/funnel-strategy.md` with these sections:

- **GTM motion classification** — PLG / SLG / Hybrid, with evidence from website + ICP signals
- **Pre-close stages** — typically 4–6 stages (Aware → Engaged → Qualified → Discovery → Evaluation → Closed-Won)
- **Post-close stages** — Onboarding → Activated → Habitual → Expansion (or Churn-Risk → Recovered)
- **Per-stage definitions** — what triggers entry, what defines progression, what qualification criteria gate the next stage
- **FETE mapping** — Fit / Engagement / Tier / Eligibility signals per stage
- **Closed-lost re-entry paths** — how leads that dropped out get back in

## Example run

In your terminal: `/funnel-strategy`

Claude reads your ICP + positioning files + fetches your website, then walks you through the GTM motion classification. Edits the draft with you, then writes the final to `marketing/funnel/funnel-strategy.md`.

**For the format:** see [`../../../pulse-analytics-example/funnel/funnel-strategy.md`](../../../pulse-analytics-example/funnel/funnel-strategy.md) — fully populated example for the fictional PulseAnalytics B2B SaaS analytics company.