playbook/antigravity-awesome-skills/skills/marketing-plan/references/ops-stack-mapping.md

Marketing Operations Stack — Skills + MCPs per AARRR Stage

This doc maps every marketing-skill and every relevant MCP/API integration to the AARRR stage(s) it primarily serves. It's the source for Section 11 of every plan.

Note on scope. Skills below live in this marketingskills repo. A few references point to optional tools from adjacent Claude Code marketplaces (e.g., vercel:agent-browser, compound-engineering:diagram-maker) — substitute equivalents if not installed. When a plan references a skill or tool that isn't available, fall back to the underlying tactic and call it out in Section 13's open decisions.

The thesis

A small team + fCMO + agentic tooling = output of a 15–20-person traditional marketing org. The skills + MCPs encode workflows that previously required dedicated headcount per channel.

The plan's Section 11 makes this thesis explicit by:

1. Mapping skills to stages so the founder sees which skills execute which work
2. Mapping MCPs/APIs to stages so the founder sees the tooling layer
3. Naming a concrete operational example that proves the stack works
4. Showing capability unlocks by funding stage (pre-seed → seed → Series A)

Marketing skills mapped to AARRR

Acquisition skills

Skill	What it does	Primary use in Acquisition
seo-audit	Audit site for technical and on-page SEO	Quarterly site health checks
ai-seo	Optimize content for AI search engines / LLM citation	Future-proof content strategy
programmatic-seo	Build template-driven SEO pages at scale	Location, comparison, integration page systems
schema	Add structured data markup	Rich snippets, eligibility for AI citation
content-strategy	Plan content topics, pillars, cadence	Setting the editorial calendar
competitors	Build vs-pages and alternative-to-pages	Capture high-intent SERPs against competitors
ads	Plan and structure paid campaigns	Apple Search Ads, Meta, Google, LinkedIn
ad-creative	Generate ad variations and creative	Iterate ad creative across platforms
social	Plan and write social media content	LinkedIn, Twitter/X, Instagram, TikTok
typefully	Schedule/post tweets, threads, LinkedIn content	Cadence operations for founder-led channels
cold-email	Write B2B cold outreach + sequences	Outbound for B2B SaaS / hybrid businesses
analytics	Set up tracking, GA4, conversion events	Funnel instrumentation
free-tools	Plan engineering-as-marketing free tools	Build tools that generate links + leads
marketing-website-design	Design marketing sites with intention	Pillar/landing page design
launch	Plan and execute launches (Product Hunt, GA, feature launches)	GTM moments — strategy + tactical execution

Activation skills

Skill	What it does	Primary use in Activation
onboarding	Optimize user onboarding flows	Onboarding rebuild, activation rate tests
signup	Optimize signup/registration	Reduce friction at top of activation
cro	Optimize any marketing page or form	Conversion testing across pages, forms, landing pages
paywalls	Optimize paywalls and upgrade screens	Trial → paid conversion (also Revenue)
popups	Optimize popups, modals, slide-ins	Lead capture + activation prompts
copywriting	Write marketing copy	Onboarding screens, paywall copy, CTAs
copy-editing	Edit and improve existing copy	Voice / clarity pass before ship
copycraft	Real-time copy variation overlay	Live copy iteration during reviews
website-copy	Write full website copy (stage-8 from CF process)	Comprehensive site copy production
ab-testing	Plan A/B tests	Structure for onboarding variant tests
marketing-psychology	Apply behavioral science to copy and CRO	Persuasion principles in activation moments

Retention skills

Skill	What it does	Primary use in Retention
emails	Design email sequences	Customer.io / Mailchimp / Resend flow building
churn-prevention	Build cancellation flows, save offers, win-back	Reduce churn, recover failed payments
copywriting / copy-editing	Email copy production	Lifecycle email content
paywalls	(cross-cuts) — upgrade prompts in retention emails	Upsell within lifecycle
ab-testing	Test email variants	Subject line, CTA, timing tests

Referral skills

Skill	What it does	Primary use in Referral
referrals	Plan and launch referral / affiliate / ambassador programs	Core skill for Section 7
social	Create ambassador-shareable content	Talking points, post templates
copywriting	Ambassador / affiliate email copy	Recruitment, onboarding, communication
marketing-website-design	Per-ambassador landing pages	Attribution surface
emails	Ambassador lifecycle emails	Onboarding, monthly digest, payout notifications

Revenue skills

Skill	What it does	Primary use in Revenue
pricing	Audit and optimize pricing	Plan tier structure, annual defaults, value metrics
paywalls	Paywall optimization	Trial → paid, free → paid conversion
sales-enablement	Build sales decks, one-pagers, demos	B2B sales support material
revops	Revenue operations, lead lifecycle	Marketing → sales handoff
ab-testing	Pricing experiments	Test annual default, intro pricing, tier consolidation

Cross-cutting / brand foundation skills

Skill	What it does	Primary use
product-marketing	Set up the .agents/product-marketing.md context file (positioning, ICP, voice)	Foundational — run first; every section of the plan references this
customer-research	Conduct customer interviews + surveys	Section 2 + Section 3 (Current state)
marketing-psychology	Apply behavioral science	Cross-cuts copy, CRO, paywalls
marketing-ideas	The 139-idea library	Section 12 of plan (Idea bank)

MCPs and APIs mapped to AARRR

Acquisition tooling

Tool	What it provides	Wired-at-client check
Ahrefs API	SEO data: keyword research, backlinks, competitor analysis	Required AHREFS_API_KEY in .env
DataForSEO API	SERP data, keyword volume, competitor SERP analysis	Required API key
GA4 MCP	Traffic by channel, conversion events, retention curves	Wired via gcp project + service account
GitHub MCP	Repo work: marketing site (site-name-promo patterns), content authoring	Standard gh CLI auth + MCP server
Typefully MCP	Social posting (LinkedIn, X, Threads, Bluesky)	Typefully account + API key
Google Ads MCP	Ad account management, campaign creation, performance pulls	Wired post-budget-unlock
agent-browser	Browser automation (form fills, screenshots, scraping)	CLI install: npm install -g agent-browser
dev-browser	General-purpose browser automation	MCP server install
defuddle	Clean markdown extraction from web pages	CLI install
Notion	Internal knowledge directory access	Notion API key
Stripe MCP	LTV math, paid-CAC reconciliation (cross-cuts to Revenue)	Stripe account + restricted key

Activation tooling

Tool	What it provides
App Store Connect	Conversion rate by listing variant, install funnel
GitHub MCP	Mobile app repo for onboarding code edits
Figma / Pencil MCP	Onboarding screen design + iteration
Customer.io MCP	In-app messaging + lifecycle email coordination
Stripe MCP	Subscription state for paywall logic
GA4 MCP	Activation events instrumentation

Retention tooling

Tool	What it provides
Customer.io MCP	The retention infrastructure — flow building, segmentation, sending
Shopify	Hardware buyer events as lifecycle triggers
Stripe MCP	Subscription state, churn cohorts, plan changes
GA4 MCP	Session events, retention curves
Resend / Mailchimp / SendGrid	Alternatives to Customer.io for different stacks

Referral tooling

Tool	What it provides
Dub.co	Ambassador attribution, short links, per-ambassador tracking
Stripe MCP	Commission accounting + payouts via Connect
GitHub MCP	Per-ambassador landing pages
Customer.io MCP	Ambassador lifecycle (recruitment → onboarding → monthly digest → payout notifications)
Rewardful / Tolt / Mention Me	Alternatives to Dub for affiliate management

Revenue tooling

Tool	What it provides
Stripe MCP	Pricing tests, subscription analytics, churn cohort analysis, blended CAC math
Shopify	Hardware transactions
GA4 MCP	Revenue events
Customer.io MCP	Paywall / pricing-related lifecycle
Notion	Commercial knowledge directory

Cross-cutting tooling

Tool	What it provides
Notion	Shared knowledge base
GitHub MCP	Shared context repo ({client-org}/{client-context})
defuddle	Research extraction
obsidian-cli	Working notes for fCMO
Pencil MCP	Design files
Figma MCP	Design files (if Figma)

Capability unlocks by funding stage

The plan's Section 11 must include this table (or equivalent), specific to the client's current and projected funding stages.

Stage	Headcount	Tooling	Channels live
Pre-seed / bootstrapped	fCMO + founder team	All current tooling + marketing-skills library + MCP layer	Organic only (SEO, content, App Store, founder-led social, events, WOM, ambassador)
Seed close	+ first marketing hire (lifecycle/content owner)	+ paid ad accounts (Apple Search Ads, Meta, LinkedIn) + ads skill activated	+ paid acquisition pilot ($5–15K/mo — see funding-stage-unlocks.md for canonical tiers)
Seed deployment	+ designer (potentially fractional)	+ analytics expansion (Mixpanel / Amplitude if needed)	+ paid scaling ($20–50K/mo) + first launches (PH, GA)
Series A	+ performance marketing lead + content lead	+ dedicated tooling spend ($2–5K/mo software) + sponsored event budget	+ paid scaling ($50–150K/mo) + international consideration + B2B vertical expansion
Series B+	Full-stack marketing org (10+ people)	+ agency partnerships + PR firm	+ brand campaigns + acquisitions + sponsorships at category level

The concrete-example test

Section 11 of the plan must include at least one concrete operational example that proves the stack thesis. The example should be:

• A specific event (not abstract claim)
• From this client's actual history if possible (most credible)
• Tied to a non-technical person executing via the stack (proves it works without dedicated engineering)

Examples from real engagements:

• "On the kickoff call, Alex drafted a working Customer.io abandoned-cart flow live, using Customer.io's Claude MCP. Validated that a non-technical founder can ship lifecycle work using the skill pattern independently."
• "In two weeks, the team scaled from 0 to 14 ranking keywords using programmatic-seo against the Ahrefs API + GitHub MCP — no dedicated SEO hire required."
• "The first email campaign generated a 24% reply rate after cold-email skill + GA4 MCP + Stripe MCP gave the team a verified target list of users with high LTV but no recent activity."

If the client has no such moment in their history yet, frame the example as the first move — "Here's the demonstration the team will run in week one to validate the stack:"

When the stack doesn't apply (yet)

For clients without MCP connections set up, frame Section 11 differently:

• List the skills that DO apply with current tooling
• Name which MCPs would unlock which sections of the plan
• Treat MCP setup as a Q1 priority alongside the bedrock fixes

A plan can't claim the agentic-stack thesis if the stack isn't wired. Be honest about state.