Build a demand plan whose math you can check.
The ICP, offers by funnel stage, the channel mix, the content, and the pipeline math backward from target.
Inside: The ICP, offers by stage, the channel mix, and backward funnel math.
Install it in one line, or paste it in.
~/.claude/skills/ and runs automatically when it is relevant.Connect your context. Set it to your motion.
it reads real lead-to-opportunity and opportunity-to-won rates, so the backward math uses your history, not a guess.
shows which channels and content already drive signups, so the mix leans on what works.
ties spend and sends to sourced pipeline, so cost per opportunity is real.
This was built for a B2B team owning a sourced-pipeline number across multiple channels. Set these to your stack:
The rates and dollar figures below are illustrative placeholders, not benchmarks. Replace them with your own.
| Set this | What it is | Default / Example |
|---|---|---|
| TARGET | the number the plan must hit | sourced pipeline or revenueper quarter |
| ICP | who you spend on | your segments by fit and intent |
| STAGES | your funnel steps | visitorleadMQLSQLopportunitywon |
| CONV_RATES | how each stage converts | your ratesor assumptions flagged as such |
| CHANNELS | where you reach them | paidorganicemaileventspartners |
| DEAL_SIZE | average won deal | your ACV |
| SALES_CYCLE | time from lead to close | your cycleto phase the plan |
Everything the skill does, in full.
Takes a pipeline or revenue target and builds the plan to reach it: who you are trying to reach, what you offer them at each stage of the funnel, which channels carry it, what content earns the click, and the backward math that tells you whether the budget and the conversion rates can actually produce the number. It builds the plan and stress-tests the math. It does not run the campaigns for you.
- 1ICP (spend where it converts)
Name who the plan targets and, just as important, who it does not. A demand plan aimed at everyone converts like it. Define the segments by fit and intent, and concentrate budget on the ones most likely to become pipeline. Everything downstream inherits this choice.
- 2Offers by stage (match the temperature)
Each funnel stage needs an offer matched to how ready the buyer is. Top of funnel earns attention with education and proof, no ask for a meeting yet. Middle offers a reason to engage (a tool, a teardown, a comparison). Bottom makes the direct ask (demo, trial, call). One offer for the whole funnel leaks buyers at both ends.
- 3Channel mix (reach times fit)
Choose channels by where the ICP actually pays attention and what each channel is good at. Paid buys reach fast but costs per lead climb, organic compounds but is slow, email works the list you have, events and partners borrow trust. Weight the mix to the goal and the timeline, and note why each channel earns its slice.
- 4Content (the fuel)
Map content to stages and channels: what earns the top-of-funnel click, what converts the middle, what closes the bottom. Content is not a separate plan, it is the fuel the channels burn. Name the pieces and the stage each one serves so nothing gets made that no channel will use.
- 5Backward math (does it add up)
This is the honesty check. Start from the TARGET, divide by DEAL_SIZE for deals needed, then walk backward through CONV_RATES to the opportunities, leads, and visitors required. Compare that to what the channel mix and budget can realistically produce. If the math does not close, the skill says so and shows the gap, so you fix the plan before the quarter, not during it.
- Every stage has an offer matched to buyer readiness. No single offer for the whole funnel.
- The backward math is shown end to end, from target to visitors, so the plan is falsifiable.
- Any conversion rate not read from your CRM is labeled an assumption.
- The plan states plainly whether the math closes on the given budget, and names the gap if it does not.
- All dollar and rate figures are labeled illustrative unless grounded in connected data.
DEMAND-GEN PLAN · $2M sourced pipeline this quarter (illustrative) ICP: two priority segments · Deal size: $25K · Cycle: ~60 days Backward math: $2M / $25K = 80 deals needed at 25% opp-to-won = 320 opportunities at 15% SQL-to-opp = ~2,130 SQLs at 40% MQL-to-SQL = ~5,300 MQLs -> the mix below must produce ~5,300 MQLs. Current run rate: ~3,900. Gap: 26%. Channel mix (weighted to the gap): Paid search 35% bottom-funnel intent Paid social 20% top-funnel, teardown offer Organic/SEO 20% compounding, mid-funnel Email/nurture 15% works the existing list Events 10% borrowed trust, high-fit Offers: top = teardown guide · mid = comparison tool · bottom = live working session. Verdict: plan is 26% short on current rates. Close it by connecting the CRM to confirm the real rates, then either raise paid or improve mid-funnel conversion. Next move: connect the CRM so these rates stop being assumptions.
Where an operator takes this next.
The read is step one. Here is where an operator takes it once the manual version proves out.
A plan that does not close the math is a hope. Ground it before you commit the budget.
Connect Salesforce so lead-to-opportunity and opportunity-to-won rates pull from your actual pipeline history instead of an estimate.
Schedule a Claude task monthly to rerun the backward math against current pipeline and alert the team if the gap grows.
Connect Amplitude or your web analytics so the content plan leans on the channels and pieces already driving signups, not a guess.
One skill is the on-ramp.
A single skill does one job. Chained into a playbook, or run as a full build, it becomes a system. Here is where this one plugs in.