Use for customer acquisition cost, lifetime value, payback, contribution margin, net present value, internal rate of return, and fund-or-kill calls on a bet.
Instructions your experts follow when using this skill.
Run this when the question is whether a unit, a cohort, or a bet pays for itself. Every input is labeled FACT, INFERENCE with its assumption shown, or UNKNOWN. An UNKNOWN input blocks the verdict, not the draft.
The cost and revenue lines behind the bet, the time horizon, and the discount rate or hurdle the team uses.
Revenue per unit, cost per unit, contribution margin — all from FACT inputs. If gross margin is unknown, say so before any lifetime-value math, because every ratio downstream inherits that hole.
Show each formula with the numbers plugged in:
Label churn as logo churn or revenue churn, never blended. Common benchmarks, which vary by segment and sales motion: LTV:CAC at or above 3:1, payback under 18 months is healthy and under 12 is elite. Never present a blended ratio as a cohort truth.
Base, Adverse, and Opportunity on the two drivers that matter most, and draw the break-even line in each. Say which case you believe and why, in one line.
Net present value (NPV) and internal rate of return (IRR) against the team's hurdle, plus the payback period and the top three risks with owners. The verdict is fund, hold, or kill, and it names the single number that decides it.
Score the savings opportunity by mechanism — switch, renegotiate, or cut waste — the spend it traces to, and why now. A saving with no traced spend line behind it is INFERENCE, not a saving.
The unit table, the ratios with their formulas, the three cases with break-even, and the verdict with its deciding number.
Partial costs: give the range the missing line implies instead of one false-precise number. No hurdle rate on file: run 10% (typical cost of capital) and 15% (risk-adjusted) side by side and ask which the team uses.
Analysis and drafts only. Funding decisions, vendor changes, and price moves are the owner's call.
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.