Global Marketing Plan
Master skill — calls 08-competitor-research-global, 09-customer-insight-global, 10-reverse-kpi-global before producing the final output.
For newcomers
If this is your first global marketing plan, follow this order:
- Step 0 — Read
.agents/product-marketing-context-global.md (set once per product)
- Information gathering — Answer the 4 questions below
- Run sub-skills — 08 (competitors), 09 (insights), 10 (reverse KPIs)
- Assemble plan — Use the 7-section template
- Cross-check — Run the quality checklist
If .agents/product-marketing-context-global.md does not exist, ask the user to run product-marketing-context-global first to lock down product, ICP, region, currency, and brand voice.
Step 0 — Read context file
Before producing any output, read .agents/product-marketing-context-global.md to load:
- Product / service description, USP, pricing tier
- Target region (US / EU / SEA / LATAM / APAC / GLOBAL)
- Reporting currency (USD / EUR / GBP / SGD / etc.)
- Brand voice & tone-of-voice rules
- Existing channels and audience data
If the file is missing, ask the user to create it first. Do not guess context.
Information gathering
Ask the user up to 4 questions before starting:
- Product / service? Short description, core USP, price tier (entry / mid / premium).
- Target audience? Age range, location, occupation, behaviour, biggest pain point.
- Goal & budget? Target revenue per month, marketing budget (ads + content + people), campaign duration.
- Stage? Pre-launch / Launch / Growth / Mature? Existing channels with traction? Available data (followers, email list, customer database)?
If region was not captured in context file, also ask: Primary market? (US / EU / SEA / LATAM / APAC / GLOBAL multi-region).
Section 1 — Overall strategy
1.1 Situation summary
| Item |
Detail |
| Product / service |
[name + USP] |
| Market |
[region + size] |
| Stage |
Pre-launch / Launch / Growth / Mature |
| Plan horizon |
[months] |
| Total budget |
[amount + currency] |
1.2 SWOT analysis
|
Positive |
Negative |
| Internal |
Strengths: [list] |
Weaknesses: [list] |
| External |
Opportunities: [list] |
Threats: [list] |
1.3 Competitive moat analysis
Call skill 08-competitor-research-global for the full data set.
| Competitor |
Strong channel |
Exploitable weakness |
Their moat |
Your moat |
| [Competitor 1] |
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| [Competitor 2] |
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| [Competitor 3] |
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Moat types to consider:
- Brand trust (recognition + credibility)
- Content depth (long-tail expertise competitors will not replicate)
- Community lock-in (loyal customer community)
- Data advantage (better customer understanding)
- Distribution (more channels, better partners)
- Price / unit economics (sustainable lower CAC or higher LTV)
1.4 Customer insight
Call skill 09-customer-insight-global to ground the insight in evidence.
| Element |
Description |
| Biggest pain |
[specific, observable] |
| Hidden desire |
[what they truly want but rarely say] |
| Purchase barrier |
[why they have not bought yet] |
| Buying trigger |
[the situation that flips them to action] |
| Trusted source |
[people / channels that influence them] |
Section 2 — SAVE Framework
Replaces the traditional 4P. More appropriate for services and digital products.
2.1 Solution (replaces Product)
| Question |
Answer |
| What problem are customers facing? |
[specific pain] |
| How does the product solve it? |
[mechanism] |
| What outcome do they get? |
[specific, measurable] |
| How fast do they see results? |
[timeframe] |
2.2 Access (replaces Place)
| Channel |
Funnel role |
Priority |
| [Channel 1] |
TOFU — attract |
High / Medium / Low |
| [Channel 2] |
MOFU — nurture |
|
| [Channel 3] |
BOFU — convert |
|
| [Channel 4] |
Retention — retain |
|
Region note: Channel mix differs per market. See product-marketing-context-global for region-specific channel preferences. SEA leans on Zalo / LINE / Shopee Live, EU favours email + LinkedIn for B2B, US favours podcast + newsletter, LATAM favours WhatsApp + TikTok.
2.3 Value (replaces Price)
| Item |
Detail |
| Product / service price |
[tier + currency] |
| Customer value received |
[quantified: saves X, gains Y] |
| Value-to-price ratio |
[Nx] |
| Vs competitors |
[cheaper / pricier — reason] |
| Pricing psychology |
[anchor / bundle / tier / free trial] |
2.4 Education (replaces Promotion)
| Awareness stage |
Education content |
Goal |
| Unaware of problem |
Pain-aware content, awareness pieces |
Help them recognise the problem |
| Problem-aware, solution-unaware |
How-to, comparison of approaches |
Help them weigh the options |
| Solution-aware, undecided |
Case study, testimonial, demo |
Build trust in your brand |
| Decided, not yet acting |
Offer, urgency, social proof |
Get them to act now |
Section 3 — Content plan
3.1 Content pillars
| Pillar |
Share |
Goal |
Examples |
| Education |
35% |
Build trust, SEO |
How-to, tips, explainers |
| Inspiration |
25% |
Engagement, virality |
Case study, before/after, story |
| Entertainment |
20% |
Reach, follower growth |
Trends, POV, behind-the-scenes |
| Selling |
15% |
Conversion |
Offer, deal, direct CTA |
| Community |
5% |
Retention |
Q&A, poll, user spotlight |
3.2 Funnel distribution
| Funnel stage |
Content share |
Primary angle |
KPI |
| TOFU (Awareness) |
40% |
Pain points, entertainment, education |
View, reach, follower |
| MOFU (Consideration) |
35% |
Proof, expertise, process |
Engagement, save, click |
| BOFU (Conversion) |
15% |
Offer, urgency, retarget |
Message, lead, order |
| Retention |
10% |
VIP value, referral |
Repurchase, LTV |
3.3 Content repurposing matrix
One source asset = 7+ derivatives. See 01-content-calendar-global for detail.
| Source asset |
Derivative |
Channel |
| Long video (3–5 min) |
Original |
YouTube |
|
3 short clips (15–30s) |
TikTok, Reels, Shorts |
|
1 carousel (5–7 slides) |
Instagram, LinkedIn |
|
1 blog post (800–1500 words) |
Website, SEO |
|
1 email newsletter |
Email list |
|
3 quote cards |
Story, Threads, X |
|
1 audio clip |
Podcast feed |
3.4 Source-type mix
| Type |
Share |
Description |
| FGC (Founder Generated Content) |
30% |
Founder / expert content |
| Brand Content |
30% |
Official brand assets |
| UGC (User Generated Content) |
25% |
Reviews, testimonials from customers |
| EGC (Employee Generated Content) |
15% |
Behind-the-scenes from team |
Section 4 — Channel system & budget
4.1 Channel deployment
| Channel |
Funnel role |
Monthly budget |
Primary KPI |
| TikTok (organic + ads) |
TOFU + BOFU |
[amount] |
View, message, CPMess |
| Meta — Facebook + Instagram (organic + ads) |
MOFU + BOFU |
[amount] |
Reach, message, CPMess |
| Email (newsletter + flow) |
MOFU + Retention |
[amount] |
Open rate, click rate |
| Website / SEO |
MOFU |
[amount] |
Traffic, time on site |
| YouTube (long + Shorts) |
TOFU + MOFU |
[amount] |
View duration, subscriber |
| Podcast / Newsletter sponsorship |
TOFU |
[amount] |
CPM, brand lift |
| Influencer / UGC network |
TOFU |
[amount] |
View, reach, content output |
| [Region-specific channel] |
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|
Region note: Add LINE / Zalo / WhatsApp / WeChat per market (SEA, LATAM, China). See product-marketing-context-global for region channel weights.
4.2 Budget split by stage
| Item |
Launch (M1–3) |
Growth (M4–6) |
Mature (M7+) |
| Paid ads |
45–55% |
35–45% |
25–35% |
| Content production |
20–25% |
20–25% |
15–20% |
| UGC / influencer |
15–20% |
15–20% |
10–15% |
| Tools & platforms |
5–10% |
5–10% |
5–10% |
| Community & retention |
5% |
10–15% |
20–25% |
| Contingency |
5% |
5% |
5% |
| Total |
100% |
100% |
100% |
4.3 Detailed budget allocation
Example uses USD. Convert to local currency as defined in product-marketing-context-global.
| Item |
Monthly budget |
% Total |
Notes |
| Meta Ads |
[amount] |
[%] |
|
| TikTok Ads |
[amount] |
[%] |
|
| Google Ads (Search + YouTube) |
[amount] |
[%] |
|
| Content (people + tools) |
[amount] |
[%] |
|
| Influencer / UGC fees |
[amount] |
[%] |
|
| Tools (analytics, CRM, design) |
[amount] |
[%] |
|
| Contingency |
[amount] |
5% |
|
| Total |
[amount] |
100% |
|
Section 5 — KPI & performance
5.1 Reverse KPI calculation
Call skill 10-reverse-kpi-global for an exact calculation.
Target revenue: [amount]
/ AOV: [amount]
= Orders needed: [count]
/ Booking->Customer [region benchmark]: [count]
= Bookings needed: [count]
/ Lead->Booking [region benchmark]: [count]
= Leads needed: [count]
/ Mess->Lead [region benchmark]: [count]
= Messages needed: [count]
x CPMess [region benchmark]: [amount]
= Required ad budget: [amount]
5.2 KPI table — 3 scenarios
| Metric |
Pessimistic |
Base |
Optimistic |
| CPMess |
+30% vs benchmark |
Industry benchmark |
-20% vs benchmark |
| Mess->Lead |
-15% vs avg |
Industry avg |
+15% vs avg |
| Lead->Booking |
-10% vs avg |
Industry avg |
+10% vs avg |
| Booking->Customer |
-10% vs avg |
Industry avg |
+10% vs avg |
| Orders / month |
[count] |
[count] |
[count] |
| Revenue / month |
[amount] |
[amount] |
[amount] |
| ROAS |
[Nx] |
[Nx] |
[Nx] |
| Required budget |
[amount] |
[amount] |
[amount] |
Region benchmarks: see foundation skill product-marketing-context-global for the regional benchmark file (US, EU, SEA, LATAM). Do not assume one global benchmark — CPMs vary 3–5x across regions.
5.3 KPI by channel
| Channel |
Primary KPI |
Month 1 target |
Month 3 target |
Month 6 target |
| TikTok organic |
View / video, follower |
|
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| TikTok ads |
CPMess, ROAS |
|
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| Meta ads |
CPMess, CPL, ROAS |
|
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| Google Search ads |
CPL, ROAS |
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| Email |
Open rate, click rate |
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| SEO |
Organic traffic, ranking |
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5.4 Business KPIs
| Metric |
Formula |
Target |
| ROAS |
Revenue / ad spend |
>3x |
| CAC |
Total marketing spend / new customers |
<30% AOV |
| LTV |
AOV × purchases × duration |
>3x CAC |
| Payback period |
CAC / (AOV × margin) |
<90 days |
| LTV:CAC |
LTV / CAC |
>3:1 |
Section 6 — Risk matrix
6.1 Risk table
| Risk |
Probability |
Impact |
Severity |
Mitigation plan |
| CPMess spikes during peak season |
High |
High |
CRITICAL |
Cut ad budget 30%, shift to organic + UGC |
| Creative fatigue (within 2 weeks) |
High |
Medium |
HIGH |
Prepare 3–5 new creatives per week, A/B test continuously |
| Competitor heavy discounting |
Medium |
High |
HIGH |
Lead with value + trust, do not race to the bottom |
| Algorithm change (TikTok / Meta) |
Medium |
High |
HIGH |
Diversify channels, no single-platform dependency |
| Key content creator leaves |
Low |
High |
MEDIUM |
Document SOPs, build backup roster |
| Negative review goes viral |
Low |
Very high |
CRITICAL |
Crisis protocol: respond within 2h, transparent, escalate |
| Budget gets cut |
Medium |
Medium |
MEDIUM |
Plan B with 50% budget — organic priority |
| Lack of customer data |
Low |
Medium |
LOW |
Capture data from day 1: forms, pixel, CRM |
6.2 Severity definitions
| Level |
Definition |
Action |
| CRITICAL |
Direct revenue impact, lost customers |
Resolve in 24h, escalate to stakeholder |
| HIGH |
Significant performance drop, lost opportunity |
Resolve in 48h, adjust plan |
| MEDIUM |
Mild impact, recoverable |
Resolve within 1 week, monitor |
| LOW |
Negligible impact |
Log and address opportunistically |
Section 7 — Implementation timeline
7.1 Roadmap
| Week |
Theme |
Detail |
Output |
Owner |
| Week 1 |
Setup & research |
Competitor research, customer insight, channel setup |
Research report, channels live |
[name] |
| Week 2 |
Content & creative |
Produce first content batch, brief UGC |
15–20 content pieces, 3–5 UGC briefs |
[name] |
| Week 3 |
Launch & test |
Run paid test, post organically, start nurture |
A/B test report, first 7 days of data |
[name] |
| Week 4 |
Optimise & scale |
Cut bad creative, scale winners, drop weak channels |
Month 1 report, Month 2 plan |
[name] |
7.2 Milestones
| Month |
Milestone |
KPI check |
| Month 1 |
Setup complete, test running, first data |
CPMess, message count, reach |
| Month 2 |
Found winning creative + audience |
ROAS, CPL, conversion rate |
| Month 3 |
Scaled main channel, funnel stable |
Revenue, LTV:CAC, retention |
| Month 6 |
System self-running, continuous optimisation |
All KPIs stable, organic growing |
Skill chaining
This is a master skill — it calls the following sub-skills:
00-marketing-plan-global (MASTER)
|
|-- [1] 08-competitor-research-global -> Competitor analysis, gap discovery
|-- [2] 09-customer-insight-global -> Customer insight, pain points
|-- [3] 10-reverse-kpi-global -> Budget + KPIs from target revenue
|
|-- [4] Produce this plan
|
|-- [5] 01-content-calendar-global -> Detailed monthly content calendar
|-- [6] 02-campaign-brief-global -> First campaign brief
When the user requests a marketing plan:
- Ask the 4 information-gathering questions
- Run skills 08, 09, 10 (in parallel when possible)
- Assemble the plan in this template
- Suggest running 01 and 02 next if the user wants execution detail
Examples — diversified regions
Example A — US SaaS startup (Series A)
- Product: B2B project management SaaS, $49/seat/month
- Region: US, secondary CA + UK
- Stage: Growth (M9 since launch)
- Channels: SEO + content, LinkedIn ads, podcast sponsorship, lifecycle email
- Region note: B2B benchmark CAC payback <12 months, LTV:CAC >3:1
Example B — EU DTC skincare brand
- Product: Clean-formula serum, EUR 38 / 30ml
- Region: DE / FR / NL primary, expanding to UK
- Stage: Launch (3 months)
- Channels: Meta + TikTok ads, micro-influencers, Klaviyo email, Shopify
- Region note: GDPR compliance for email + ads tracking is non-negotiable
Example C — SEA fitness coaching app
- Product: Online fitness coaching subscription, SGD 29/month
- Region: Singapore primary, Malaysia + Thailand secondary
- Stage: Mature (M14)
- Channels: TikTok organic, Meta ads, LINE / WhatsApp nurture, Telegram community
- Region note: Mobile-first, conversational selling beats long-form sales pages
Quality checklist
Before delivering the plan, verify:
- All 7 sections present (Strategy, SAVE, Content, Channel, Performance, Risk, Timeline)
- SWOT grounded in real data, not assumption
- Competitive moat is specific — not generic
- SAVE Framework covers all 4 elements
- Content pillars sum to 100%
- Funnel distribution follows ratios (TOFU 40%, MOFU 35%, BOFU 15%, Retention 10%)
- Budget split by stage (Launch / Growth / Mature)
- 3-scenario KPI table calculated (Pessimistic / Base / Optimistic)
- Risk matrix has at least 5 risks with severity + mitigation
- Timeline has month-level milestones
- Region-specific benchmarks used (not blanket global numbers)
- Cross-references to related skills present
- All numbers measurable — no vague phrases like "increase a lot" or "much higher"
- Total budget sums to exactly 100%
- Currency consistent with
.agents/product-marketing-context-global.md
