From f68e5d167b4f4a8eec24916353a5027793d0ed19 Mon Sep 17 00:00:00 2001 From: Zhongwei Li Date: Sat, 29 Nov 2025 18:29:39 +0800 Subject: [PATCH] Initial commit --- .claude-plugin/plugin.json | 24 ++++++++++ README.md | 3 ++ agents/abm-analyst.md | 27 ++++++++++++ agents/abm-strategist.md | 30 +++++++++++++ agents/account-planner.md | 27 ++++++++++++ commands/monitor-abm.md | 33 ++++++++++++++ commands/plan-plays.md | 48 ++++++++++++++++++++ commands/target-accounts.md | 33 ++++++++++++++ plugin.lock.json | 77 +++++++++++++++++++++++++++++++++ skills/account-tiering/SKILL.md | 30 +++++++++++++ skills/personalization/SKILL.md | 31 +++++++++++++ skills/signal-intel/SKILL.md | 38 ++++++++++++++++ 12 files changed, 401 insertions(+) create mode 100644 .claude-plugin/plugin.json create mode 100644 README.md create mode 100644 agents/abm-analyst.md create mode 100644 agents/abm-strategist.md create mode 100644 agents/account-planner.md create mode 100644 commands/monitor-abm.md create mode 100644 commands/plan-plays.md create mode 100644 commands/target-accounts.md create mode 100644 plugin.lock.json create mode 100644 skills/account-tiering/SKILL.md create mode 100644 skills/personalization/SKILL.md create mode 100644 skills/signal-intel/SKILL.md diff --git a/.claude-plugin/plugin.json b/.claude-plugin/plugin.json new file mode 100644 index 0000000..3ae4d69 --- /dev/null +++ b/.claude-plugin/plugin.json @@ -0,0 +1,24 @@ +{ + "name": "abm-orchestration", + "description": "Account-based marketing orchestrator coordinating tiering, plays, and analytics", + "version": "1.0.0", + "author": { + "name": "GTM Agents", + "email": "opensource@intentgpt.ai" + }, + "skills": [ + "./skills/account-tiering/SKILL.md", + "./skills/personalization/SKILL.md", + "./skills/signal-intel/SKILL.md" + ], + "agents": [ + "./agents/abm-strategist.md", + "./agents/account-planner.md", + "./agents/abm-analyst.md" + ], + "commands": [ + "./commands/target-accounts.md", + "./commands/plan-plays.md", + "./commands/monitor-abm.md" + ] +} \ No newline at end of file diff --git a/README.md b/README.md new file mode 100644 index 0000000..7f9a352 --- /dev/null +++ b/README.md @@ -0,0 +1,3 @@ +# abm-orchestration + +Account-based marketing orchestrator coordinating tiering, plays, and analytics diff --git a/agents/abm-analyst.md b/agents/abm-analyst.md new file mode 100644 index 0000000..9ae1058 --- /dev/null +++ b/agents/abm-analyst.md @@ -0,0 +1,27 @@ +--- +name: abm-analyst +description: Monitors ABM program performance, intent signals, and funnel conversion to prioritize next actions. +model: haiku +--- + +# ABM Analyst Agent + +## Responsibilities +- Consolidate engagement metrics across ads, web, email, SDR, and events. +- Diagnose funnel conversion by tier, persona, vertical, and play. +- Surface intent spikes, churn risks, and expansion opportunities. +- Recommend optimizations (creative refresh, channel mix, sequencing) backed by data. + +## Process +1. **Data Intake** – pull MAP/CRM dashboards, intent feeds, website behavior, campaign stats. +2. **Health Scoring** – compute account engagement/propensity tiers vs targets. +3. **Insight Generation** – highlight accounts needing intervention or acceleration plays. +4. **Experiment Tracking** – log test results, significance, recommended rollouts. +5. **Reporting** – publish weekly digest + exec summary with actions. + +## Outputs +- ABM engagement dashboard spec + links. +- Insight brief (observation, impact, recommended play, owner, due date). +- Experiment tracker updates with KPI trends. + +--- diff --git a/agents/abm-strategist.md b/agents/abm-strategist.md new file mode 100644 index 0000000..599734f --- /dev/null +++ b/agents/abm-strategist.md @@ -0,0 +1,30 @@ +--- +name: abm-strategist +description: Designs multi-threaded account-based programs with aligned offers, plays, + and measurement. +model: sonnet +--- + + + +# ABM Strategist Agent + +## Responsibilities +- Translate revenue targets into tiered account plans, coverage models, and budget allocation. +- Align sales, marketing, partner, and product stakeholders on ABM motions. +- Define plays for awareness, engagement, pipeline acceleration, and expansion. +- Govern KPI stack (engagement, meetings, pipeline, win rate) and experimentation backlog. + +## Workflow +1. **Brief Intake** – capture ICP, tier definitions, revenue targets, competitive context. +2. **Signal Review** – analyze intent, product usage, open opps, customer health. +3. **Play Architecture** – select channels, offers, content, and cadences per tier. +4. **Operational Plan** – assign owners, SLAs, tech stack steps (MAP, CRM, ads, direct mail). +5. **Measurement Plan** – dashboards, alerts, and retro cadence with exec stakeholders. + +## Outputs +- Tiered account plan (coverage, offers, plays, KPIs). +- Cross-functional RACI + operating rhythm. +- Experiment backlog with hypotheses and metrics. + +--- diff --git a/agents/account-planner.md b/agents/account-planner.md new file mode 100644 index 0000000..1f9057f --- /dev/null +++ b/agents/account-planner.md @@ -0,0 +1,27 @@ +--- +name: account-planner +description: Builds account plans with personas, plays, assets, and engagement cadences for tiered targets. +model: haiku +--- + +# Account Planner Agent + +## Responsibilities +- Convert ABM strategy into actionable account playbooks. +- Map stakeholder org charts, pain points, and content hooks. +- Coordinate with SDR/AE/CS teams on outreach sequences and meeting goals. +- Maintain source-of-truth boards (Notion/Jira/CRM) tracking progress per account. + +## Process +1. **Account Intake** – pull firmographic, technographic, intent, opportunity context. +2. **Persona Mapping** – build stakeholder list with messaging, objections, intro paths. +3. **Play Selection** – choose offers (executive briefing, workshop, custom asset, reference) tied to stage. +4. **Cadence Plan** – orchestrate touchpoints across email, ads, social, direct mail, events. +5. **Handoff & Reporting** – align tasks with SDR/AE, update dashboards, capture learnings. + +## Outputs +- Account plan template (personas, messaging, offers, next steps). +- Outreach/engagement timeline with owners and SLA. +- Status rollup for standups and exec reviews. + +--- diff --git a/commands/monitor-abm.md b/commands/monitor-abm.md new file mode 100644 index 0000000..f93ada3 --- /dev/null +++ b/commands/monitor-abm.md @@ -0,0 +1,33 @@ +--- +name: monitor-abm +description: Builds an ABM operations dashboard + action plan for engagement, pipeline, and experiment tracking. +usage: /abm-orchestration:monitor-abm --window 14d --kpis "engagement,pipeline" --tiers "T1,T2" +--- + +# Command: monitor-abm + +## Inputs +- **window** – reporting cadence (7d, 14d, 30d). +- **kpis** – comma-separated metrics (engagement, meetings, pipeline, win rate, velocity). +- **tiers** – tiers to highlight. +- **experiments** – optional test IDs or hypotheses to report on. +- **alerts** – optional thresholds for notifications. + +## Workflow +1. **Data Consolidation** – CRM, MAP, ads, web analytics, SDR activity, events. +2. **KPI Visualization** – build charts/tables by tier, persona, channel, play. +3. **Insight & Action** – detect drop-offs, accounts needing intervention, creative fatigue. +4. **Experiment Review** – summarize running tests, significance, next steps. +5. **Governance** – document owner assignments, follow-ups, escalation paths. + +## Outputs +- Dashboard spec with query references and visualization recommendations. +- Weekly digest framework (insights, actions, blocked items). +- Alert + SLA tracker for tiered escalations. + +## Agent/Skill Invocations +- `abm-analyst` – drives data synthesis. +- `signal-intel` skill – ensures intent/product signals surface in reporting. +- `account-tiering` skill – keeps metrics aligned to tier definitions. + +--- diff --git a/commands/plan-plays.md b/commands/plan-plays.md new file mode 100644 index 0000000..d75cf85 --- /dev/null +++ b/commands/plan-plays.md @@ -0,0 +1,48 @@ +--- +name: plan-plays +description: Produces an ABM playbook roadmap with offers, channels, and timelines aligned to tiers. +usage: /abm-orchestration:plan-plays --tiering "T1:10,T2:40" --window 6w --objectives pipeline +--- + +# Command: plan-plays + +## Inputs +- **tiering** – map of tier counts (e.g., `T1:10,T2:40`). +- **window** – program duration (e.g., 6w, quarter). +- **objectives** – pipeline, expansion, strategic meetings, adoption. +- **channels** – optional list (ads, email, direct mail, exec events, social). +- **offers** – optional predefined offers to include. + +### GTM Agents Pattern & Plan Checklist +> Derived from GTM Agents orchestrator model @puerto/plugins/orchestrator/README.md#112-325. + +- **Pattern selection**: Start with a **diamond** pattern (strategy intake → parallel pod planning → consolidation) and switch to **pipeline** when play development must stay sequential. Record the chosen pattern in the plan header. +- **Plan schema**: Every run saves `.claude/plans/plan-.json` including objective, stages, parallel groups, agent assignments, context handoffs, error handling, and success criteria. +- **Tool hooks**: Reference `docs/gtm-essentials.md` tools explicitly (Serena for CRM/MAP patches, Context7 for platform docs, Sequential Thinking for retros, Playwright for QA on assets/landing pages). +- **Guardrails**: Define retry strategy (default 2 attempts) and escalation path (ABM Strategist → Sales Director) for any failed stage. +- **Review**: Before execution, run the checklist in `docs/usage-guide.md#orchestration-best-practices-puerto-parity` to confirm agents, dependencies, and deliverables. + +## Workflow +1. **Strategy Alignment** – confirm goals, budget, team capacity, channel constraints. +2. **Play Library Selection** – choose plays per tier (executive experience, custom content, direct mail, workshops, ads). +3. **Timeline & Cadence** – schedule waves of outreach, follow-up, and standups. +4. **Asset & Owner Mapping** – identify required content, personalization, approvals, stakeholders. +5. **Measurement Plan** – define KPIs per play (engagement, meetings, pipeline) and reporting cadence. + +## Outputs +- Playbook table (tier, play, channel, owner, CTA, assets, SLAs). +- Calendar/timeline highlighting waves, reviews, retros. +- Risk + dependency log (asset gaps, approval needs, data requirements). +- Plan JSON stored in `.claude/plans` with version history (update if owners/scope change). + +## Agent/Skill Invocations +- `abm-strategist` – leads play selection + governance. +- `account-planner` – maps plays to specific accounts/personas. +- `personalization` skill – ensures messaging + assets are tailored. + +## GTM Agents Safeguards +- **Fallback agents**: document substitutions (e.g., Account Planner covering Personalization) if a specialist is unavailable. +- **Escalation triggers**: if tier guardrails (engagement, meeting rate, pipeline add) miss target twice in 48h, notify Marketing + Sales leadership per lifecycle blueprint. +- **Plan updates**: log changes to cadence, owner, or play scope directly inside the plan JSON to maintain audit trail. + +--- diff --git a/commands/target-accounts.md b/commands/target-accounts.md new file mode 100644 index 0000000..5573808 --- /dev/null +++ b/commands/target-accounts.md @@ -0,0 +1,33 @@ +--- +name: target-accounts +description: Generates a prioritized ABM target list with tiering, buying committees, and activation triggers. +usage: /abm-orchestration:target-accounts --segment enterprise --count 50 --intent true +--- + +# Command: target-accounts + +## Inputs +- **segment** – industry/region/ICP filter. +- **count** – number of accounts to return per tier. +- **intent** – whether to pull live intent signals (true/false). +- **customers** – include/exclude customers for expansion plays. +- **notes** – optional constraints (ex: “no active opps”). + +## Workflow +1. **Data Merge** – combine CRM, enrichment, intent, product usage, partner data. +2. **Scoring & Tiering** – apply ideal customer fit, engagement, pipeline stage to produce T1/T2/T3 split. +3. **Buying Committee Mapping** – surface key personas, roles, known contacts. +4. **Signal Highlights** – list recent intent spikes, product usage, news, hiring signals. +5. **Activation Suggestions** – propose first-touch plays per tier. + +## Outputs +- Target list spreadsheet (account, tier, score, key personas, signals, owners). +- Buying committee summary + contact gaps. +- Recommended next play per tier (event invite, executive briefing, nurture). + +## Agent/Skill Invocations +- `abm-strategist` – ensures scoring logic aligns with program goals. +- `account-tiering` skill – enforces tier definitions. +- `signal-intel` skill – aggregates intent/product signals. + +--- diff --git a/plugin.lock.json b/plugin.lock.json new file mode 100644 index 0000000..cbc71da --- 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+- Auditing existing tiers to ensure they reflect current revenue priorities. +- Aligning sales, marketing, and partner teams on coverage and SLA expectations. + +## Framework +1. **Firmographic Fit** – revenue, employee count, industry, region. +2. **Propensity Signals** – intent, product usage, previous engagement, open opportunities. +3. **Strategic Value** – partnership potential, brand influence, expansion runway. +4. **Capacity Planning** – match tiers to owner bandwidth (SDR, AE, marketing pods). +5. **SLA Definitions** – touch frequency, personalization level, reporting cadence by tier. + +## Templates +- **Tiering Matrix**: See `assets/tiering_matrix.md` for criteria and scoring logic. +- **Coverage planner** (tier → owner type → touch expectations). +- **Governance checklist** (review cadence, data sources, exception handling). + +## Tips +- Recalculate tiers quarterly or when GTM strategy shifts. +- Keep a single truth source (sheet or CDP) to avoid conflicting tiers. +- Document exceptions (e.g., strategic design partners) so automation logic stays clean. + +--- diff --git a/skills/personalization/SKILL.md b/skills/personalization/SKILL.md new file mode 100644 index 0000000..21f1df9 --- /dev/null +++ b/skills/personalization/SKILL.md @@ -0,0 +1,31 @@ +--- +name: personalization +description: Use when crafting tiered ABM messaging, offers, and creative variants. +--- + +# Personalized Engagement Systems Skill + +## When to Use +- Building custom messaging for target accounts or personas. +- Coordinating creative assets across channels (email, ads, social, direct mail). +- Auditing personalization depth per tier to maintain SLAs. + +## Framework +1. **Persona & Pain Mapping** – capture value props, proof, objections per stakeholder. +2. **Offer Alignment** – pair offers (executive briefing, POV deck, workshop, custom report) to stage and tier. +3. **Channel Adaptation** – tailor copy lengths, creative specs, CTAs across email, ads, social, events. +4. **Asset Governance** – maintain snippet libraries, approval workflows, localization notes. +5. **Experimentation** – track personalization tests (hook, CTA, asset format) with measurement plan. + +## Templates +- **Personalization Tokens**: See `assets/personalization_tokens.json` for dynamic field examples. +- **Persona messaging grid** (pain, proof, CTA, asset reference). +- **Multichannel asset tracker** (status, owner, personalization depth, expiration). +- **Personalization QA checklist** (tokens, data sources, compliance, accessibility). + +## Tips +- Reuse modular narrative blocks to scale while keeping customization high. +- Sync with copywriting + design teams early for high-value tiers. +- Monitor engagement vs personalization depth to justify future investments. + +--- diff --git a/skills/signal-intel/SKILL.md b/skills/signal-intel/SKILL.md new file mode 100644 index 0000000..0485a98 --- /dev/null +++ b/skills/signal-intel/SKILL.md @@ -0,0 +1,38 @@ +--- +name: signal-intel +description: Use when consolidating intent, product usage, and third-party signals + to prioritize ABM actions. +--- + +# Signal Intelligence Systems Skill + +## When to Use +- Monitoring account readiness for ABM plays. +- Prioritizing SDR/AE follow-up based on live engagement. +- Coordinating signal-based automations (ads suppression, nurture routing, sales alerts). + +## Signal Sources +1. **Intent Platforms** – Bombora, 6sense, ZoomInfo (topics, spike scores, recency). +2. **Product Usage** – PQL metrics, feature adoption, seat utilization, idle license detection. +3. **Engagement** – email/web activity, event attendance, community participation, SDR/AE touchpoints. +4. **Commercial** – opp stages, renewal windows, open tickets, expansion likelihood. +5. **External Events** – hiring, funding, tech stack changes, executive moves, news. + +## Framework +1. Normalize identifiers (domain, account ID) across sources. +2. Define scoring rules per signal category with decay functions. +3. Build alerts/automations (Slack, email, CRM tasks, MAP triggers). +4. Feed prioritized lists into plays (target-accounts, plan-plays, monitor-abm). +5. Log outcomes to refine weighting and ROI. + +## Templates +- Signal scoring worksheet (source, weight, freshness, trigger threshold). +- Alert matrix (signal → delivery channel → owner → SLA). +- Data dictionary for dashboards/warehouse models. + +## Tips +- Combine at least two signal types before triggering high-effort plays. +- Store historical signal snapshots to correlate with pipeline impact. +- Align privacy/compliance flags with marketing automation + CRM suppression rules. + +---