12-Month Marketing Plan (fCMO)

What it does

/marketing-plan produces a single-document, executable 12-month marketing plan of the kind a fractional CMO (fCMO) would present to founders. The plan is sequenced by Dave McClure's AARRR "pirate metrics" funnel: Acquisition (stranger → aware), Activation (aware → first valued experience), Retention (repeat usage), Referral (user → new user), Revenue (pricing/packaging/expansion). The power of this frame is that it forces every recommendation to be funnel-stage-tagged, making the plan executable in priority order. Brand and content are cross-cutting — they serve every stage rather than being their own AARRR layer.

The plan has 13 sections: executive summary (3 big bets), strategic frame, a 17-point current-state audit rubric (each scored 0–5), the 5 AARRR layers, an owner-assigned 90-day roadmap (Unblock → Foundation → Velocity → Compound), a funding-stage-tied quarterly 12-month outlook, a marketing operations stack (which skill + MCP/API executes each move), a 139-idea tactic bank (statused Now/Q2/Q3+/Skip), and measurement + RACI + open decisions.

When to use

• Starting a new fCMO / marketing-consulting engagement.
• A founder needs a 12-month roadmap to share with team or investors.
• Consolidating scattered marketing work (SEO, brand voice, audit findings, onboarding analyses) into one coherent plan.
• The user explicitly asks for a "marketing plan," "GTM plan," "AARRR plan," or "90-day + 12-month roadmap."

Do not use for a single-channel tactical doc (use emails, ads, seo-audit, onboarding), or when the user just wants ideas (marketing-ideas).

Method / frameworks

• AARRR (Pirate Metrics) — funnel-stage sequencing.
• 17-point current-state rubric — an embedded audit lens scored 0–5.
• Scientific budgeting — (1) Revenue-based (5–40% of ARR) and (2) Goal-based reverse-engineering: [(New ARR / (ARPC × 12)) × CAC] / annual retention, plus a 10–20% experimental layer; the 3-3-2-2-2 rule for Series A+.
• Funding-stage capability unlocks — Pre-seed/bootstrapped → Seed → Seed deployment → Series A → Series B+ budget tiers.
• Growth patterns — not a hockey stick but S-curves separated by plateaus; Channel × Product × Market layering.
• Team & agency model — strategy in-house, execution outsourced; first hire a π-shaped strategist.

Output: a single Notion-paste-ready markdown (~8,000–12,000 words) plus a visual marketplace report.