Customer lifecycle orchestration, adoption programs, and advocacy activation
Installation
npx claude-plugins install @gtmagents/gtm-agents/customer-marketing
Contents
Folders: agents, commands, skills
Included Skills
This plugin includes 3 skill definitions:
advocacy-programs
Use when designing and scaling reference, story, advisory, or community
View skill definition
Customer Advocacy Programs Skill
When to Use
- Building a new references or case study engine.
- Standing up advisory boards, councils, or community spotlights.
- Refreshing incentives, logistics, or measurement for existing advocacy motions.
Framework
- Candidate Pool – identify accounts by health, persona, usage, sentiment, ARR.
- Value Exchange – clarify why customers would participate (access, insights, promotion, perks).
- Program Design – define format (case study, event, video, advisory board) with cadence and deliverables.
- Logistics – NDAs, approvals, briefing docs, gifting, scheduling, speaker prep.
- Measurement – track influence on pipeline, product feedback volume, PR reach, community growth.
Templates
- Advocate scoring sheet + roster.
- Program brief outline (objectives, stakeholders, content needs, incentives).
- Activation checklist (outreach → prep → execution → follow-up).
Tips
- Keep a single source of truth for advocate status to avoid overuse.
- Align incentives with procurement/compliance early (gift cards vs swag vs donations).
- Document quotes/approvals centrally so sales/PR can reuse quickly.
customer-insights
Use when consolidating product usage, health, and sentiment signals for
View skill definition
Customer Insights & Telemetry Skill
When to Use
- Building segment-specific lifecycle journeys.
- Prioritizing accounts for adoption help, expansion offers, or advocacy invites.
- Diagnosing churn/retention risks and surfacing insights to CS + product.
Framework
- Signals Stack – product usage, engagement, sentiment, commercial, health composite.
- Data Plumbing – define sources (warehouse, product analytics, CS tools) and refresh cadence.
- Normalization – align account/user IDs, tag personas/verticals.
- Insight Delivery – dashboards + alerts to lifecycle, CS, product teams.
- Closed Loop – track outcomes (expansion booked, churn prevented, advocacy activated).
Templates
- Health score schema (dimensions, weight, threshold, owner).
- Insight brief (observation, impact, recommended play, owner, due date).
- Data dictionary for lifecycle dashboards.
Tips
- Keep manual notes from CSMs in sync with telemetry to avoid blind spots.
- Tag signals by persona/vertical for more precise plays.
- Automate distribution via Slack/email alerts tied to triggers.
expansion-plays
Use when planning adoption-to-expansion motions and cross-sell/upsell
View skill definition
Expansion Playbooks Skill
When to Use
- Identifying accounts ready for cross-sell or upsell.
- Designing lifecycle campaigns that move customers from adoption to value realization and expansion.
- Partnering with sales/CS to run QBRs, roadmap reviews, or packaging changes.
Framework
- Signal Stack – product usage milestone, success plan completion, idle licenses, executive sponsor engagement.
- Play Types – roadmap preview, ROI workshop, packaged add-on offer, multi-product bundle, success story swap.
- Offer Crafting – align incentive (discount, pilot, service credits) with customer value narrative.
- Execution Channels – CS outreach, lifecycle nurture, webinars, executive programs.
- Measurement – expansion pipeline, attach rates, ARR per account, payback.
Templates
- Expansion readiness checklist.
- QBR/EOQ review deck outline.
- Offer matrix (persona x trigger x CTA).
Tips
- Keep CS + sales alignment tight on ownership and comp.
- Document experiments (pricing, packaging) and share learning loops with product.
- Pair with
customer-insightsto validate readiness signals before outreach.