swan-gtm Template placeholders
Replace every {{...}} before enabling. See the setup checklist reference for the full setup list.
{{PRODUCT}}— Your product name{{PARENT_SCORING_SKILL}}— The parent lead-scoring skill this returns to (runs ACV assessment before this){{CRM}}— Your CRM (e.g. HubSpot){{DEPTH_SIGNALS}}— Your product's REAL usage-depth indicators (see Signal Stack #2 — must be replaced){{AUTO_CREATED_ARTIFACTS}}— Objects your onboarding auto-creates for every account (excluded from depth){{FOUNDER_CONTENT}}— Whose LinkedIn content signals post-conversion advocacy (usually a founder){{TIER_SCALE}}— Tiers, low→high (default: Bronze / Silver / Gold / Diamond){{INACTIVITY_CAP}}— Inactivity window that caps the tier (default: 30 days → cap at Silver)
Use when the account is a paying customer (Closed Won stage).
Goal: How deeply are they using {{PRODUCT}}, and how much bigger could this account get?
The parent skill ({{PARENT_SCORING_SKILL}}) has already run the ACV assessment and applied the ACV tag. Reference those results here — do not re-research ACV dimensions covered there.
Signal Stack (highest to lowest weight)
Gather all available signals from account memory, product event history, and {{CRM}}.
Meeting — a completed call signals active relationship depth. Extract: topics discussed (expansion, new use cases, additional team members mentioned), questions and objections, action items, attendee roles. A meeting that surfaces new departments, budget conversations, or advanced use cases = strong expansion signal.
Product depth — the real indicators of depth for {{PRODUCT}} are {{DEPTH_SIGNALS}}.
Reference implementation (an AI GTM platform) used:
- Integrations/tools connected beyond defaults — each = deliberate setup effort
- Automations/triggers created beyond the default one — variety and count signal how much the user is actually building on the product
- Usage credits consumed (volume = active usage)
- Multiple team members active
What does NOT count as product depth: {{AUTO_CREATED_ARTIFACTS}} — anything your onboarding auto-creates is present on virtually every account. Do NOT treat these as engagement or power-user signals. Judge depth only by artifacts the customer deliberately built.
Chatbot / support interactions — technical or advanced use-case questions signal active exploration
Website visits (post-signup) — return visits to docs, pricing (plan upgrade signal?), or feature pages
LinkedIn engagement — post-conversion engagement with {{FOUNDER_CONTENT}} signals advocacy or a deepening relationship
Persona Quality
Strong: CRO, VP Sales, Head of Sales, RevOps, GTM Engineer, Growth Lead, CEO (small co), Agency Owner (tune to your buying committee) Weak: Product, Engineering, Finance — requires stronger product signals to compensate Multiple strong personas actively using {{PRODUCT}} = significant positive multiplier for the top tier
Persona quality reflects expansion potential. A VP Sales actively building on {{PRODUCT}} is a more valuable expansion signal than a junior IC doing the same. Always note the persona role in your reasoning.
Expansion Headroom
Assess how much room this account has to grow:
- Current seat count vs. total relevant org size (from the parent ACV assessment)
- Teams or divisions not yet using {{PRODUCT}}
- Growth signals: recent funding, active hiring, new leadership joins
- Are they approaching credit, usage, or seat limits?
Hard Caps
No product usage signals in the last {{INACTIVITY_CAP}} → cap at the second-lowest tier (churn risk takes priority over expansion scoring). Note explicitly: "[window] inactivity — capped, churn risk flagged."
Senior Stakeholder Exception (overrides seat-count limitations): If the registered user is a very senior stakeholder (VP, SVP, C-suite, or equivalent Director-level executive) AND the company is high-quality ($10M+ funded OR 100+ employees OR well-known brand with a clear motion in your market), score the second-highest tier regardless of team size or seat count. Seniority + company quality is itself a strong expansion signal — this person can unlock budget and teammates.
Tier Definitions
(Defaults shown for a Bronze/Silver/Gold/Diamond scale — remap to {{TIER_SCALE}}.)
Diamond: Deep product usage (multiple integrations connected, multiple deliberate automations active, multi-user) + high ACV potential (per parent assessment) + clear expansion headroom. This account could 3–5x in ARR.
Gold: Meaningful usage (1–2 integrations connected, active workflows running) + medium-to-high ACV potential + some expansion headroom. Nurture toward deeper adoption.
Silver: Active customer but shallow usage (minimal integrations, few automations, limited engagement) OR low ACV potential with limited expansion ceiling.
Bronze: Barely active — minimal or no usage in recent weeks, no integrations, low ACV potential. Prioritize re-engagement or churn prevention before expansion.
Output
Produce: tier + 2–3 sentence reasoning (usage depth, persona quality, expansion headroom, ACV ceiling from parent). Then return to {{PARENT_SCORING_SKILL}} and continue its remaining steps.
What good looks like
A great output is a tier plus two-to-three sentences a CSM can act on immediately, citing all four dimensions: usage depth (deliberately built artifacts only), persona quality, expansion headroom, and the ACV ceiling from the parent assessment. Inactive accounts get capped with the churn risk flagged explicitly, and senior-stakeholder exceptions are called out as such.
Mediocre looks like: a tier derived from seat count alone, depth credited for onboarding auto-created objects, ACV re-researched when the parent already assessed it, or essay-length reasoning nobody reads.