Use for the ARR bridge, MRR movement, retention and churn math, renewal base, pipeline coverage, and go-to-market efficiency reads; payback questions go to the unit economics skill.
Instructions your experts follow when using this skill.
Run this for subscription revenue math and go-to-market (GTM) efficiency. Every term in a bridge carries its number or an UNKNOWN label — a bridge that balances because you plugged it is worse than one that doesn't.
The revenue ledger or a CRM pull: ARR or MRR by account, new against expansion against contraction against churn, pipeline by stage, and sales capacity.
Starting ARR, plus new, plus expansion, minus contraction, minus churn, equals ending ARR. Say which period and which cohort in the same line.
Compute net revenue retention (NRR) and gross revenue retention (GRR) on the same cohort and period, and state the denominator plainly. Never blend cohorts silently. Common SaaS benchmarks, which vary by segment and deal size: NRR at or above 100% is healthy and 120% is elite; GRR at or above 90% is healthy and 95% is elite. Say which segment a benchmark was drawn from before grading against it.
Split logo churn from revenue churn, and check the new-logo share of growth: when nearly all growth is expansion, a strong NRR can be masking a new-logo problem, so say what share came from new logos and what that implies for this stage of company rather than applying one fixed ratio.
Read coverage against target — under 3x is a flag, under 2x is an alarm. Grade the quarter Base (commit), Adverse (downside), or Opportunity (upside), with one evidence line behind each.
Stale close dates, amount-and-stage mismatches, and deals with no next step. Drafts only — you never write to the CRM.
List the renewal base by quarter from the revenue ledger or the CRM pull, with at-risk accounts named: contraction last period, or a stale close date or missing next step from the hygiene check. Attach one save play per at-risk account — owner, action, date. Save plays are drafts and go to the account owner, never to the customer.
Show the assumption box, then:
Customer acquisition cost and its payback exclude expansion spend and expansion ARR — new logos only — and they are owned by the unit economics skill. Hand it the cohort definition and the sales and marketing spend, and quote its result rather than computing your own.
The bridge, NRR and GRR with their denominators, the coverage read with its grade, the hygiene flags, and the renewal or efficiency table that was asked for.
No CRM connection: work from a pipeline export and name its date. No cohort history: give point-in-time metrics only and say plainly that NRR and GRR need one more period.
Reads and drafts only. No CRM writes, no customer contact, and no commit call on the owner's behalf.
Phrases that help your experts find this skill.
When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing.md` that all other skills reference for product, audience, and positioning context.
When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement.
When the user wants to conduct, analyze, or synthesize customer research. Use when the user mentions "customer research," "ICP research," "talk to customers," "analyze transcripts," "customer interviews," "survey analysis," "support ticket analysis," "voice of customer," "VOC," "build personas," "customer personas," "jobs to be done," "JTBD," "what do customers say," "what are customers struggling with," "Reddit mining," "G2 reviews," "review mining," "digital watering holes," "community research," "forum research," "competitor reviews," "customer sentiment," "PMF survey," "product/market fit survey," "customer interview questions," "interview outreach," "Sales Safari," or "find out why customers churn/convert/buy." Use for analyzing existing research assets, mining online sources, AND running primary research (interviews and surveys). For writing copy informed by research, see copywriting. For acting on research to improve pages, see cro.