shipflow-audit-gtm

Context

• Current directory: !pwd
• Project CLAUDE.md: !head -100 CLAUDE.md 2>/dev/null || echo "no CLAUDE.md"
• All pages: !find src/pages src/app -name "*.astro" -o -name "*.tsx" -o -name "*.vue" 2>/dev/null | grep -v node_modules | sort
• Analytics: !grep -ri "analytics\|gtag\|plausible\|umami\|posthog\|vercel/analytics" src/ 2>/dev/null | head -10 || echo "no analytics found"
• Auth/payment: !grep -ri "clerk\|stripe\|lemonsqueezy\|paddle\|auth" package.json 2>/dev/null | head -5 || echo "none"
• Environment hints: !grep -ri "STRIPE\|CLERK\|PAYMENT\|PRICE" .env.example .env.local 2>/dev/null | head -10 || echo "none"

Mode detection

• $ARGUMENTS is "global" → GLOBAL MODE: audit ALL commercial projects in the workspace.
• $ARGUMENTS is a file path → PAGE MODE: GTM review of that single page.
• $ARGUMENTS is empty → PROJECT MODE: full go-to-market audit. Think like a CMO reviewing before launch.

GLOBAL MODE

Audit ALL commercial projects in the workspace for go-to-market readiness.

1. Read /home/claude/shipflow_data/PROJECTS.md — check the Domain Applicability table. Identify projects with ✓ in the GTM column.

2. Use AskUserQuestion to let the user choose:

   • Question: "Which projects should I audit for go-to-market?"
   • multiSelect: true
   • One option per applicable project: label = project name, description = stack from PROJECTS.md
   • All applicable projects pre-listed as options

3. Use the Task tool to launch one agent per selected project — ALL IN A SINGLE MESSAGE (parallel). Each agent: subagent_type: "general-purpose".

   Agent prompt must include:

   • cd [path] then read CLAUDE.md for project context
   • The complete PROJECT MODE section from this skill (all 8 phases: Positioning Map → Conversion Funnel Map → Page-by-Page GTM → Trust Architecture → Analytics & Measurement → Launch Readiness → Fix → Report)
   • The Tracking section from this skill
   • Rule: read-only analysis — no code fixes, only update AUDIT_LOG.md and TASKS.md

4. After all agents return, compile a cross-project GTM report:

   Copy

   GLOBAL GTM AUDIT — [date]
   ═══════════════════════════════════════
   PROJECT SCORES
     [project]    [A/B/C/D]  —  summary
     ...
   CROSS-PROJECT PATTERNS
     [Systemic GTM issues in 2+ projects]
   ALL ISSUES BY SEVERITY
     🔴 [project] file:line — description
     🟠 [project] file:line — description
     🟡 [project] file:line — description
   Total: X critical, Y high, Z medium across N projects
   ═══════════════════════════════════════
   

5. Update /home/claude/shipflow_data/AUDIT_LOG.md (one row per project, GTM column) and /home/claude/shipflow_data/TASKS.md (each project's ### Audit: GTM subsection).

6. Ask: "Which projects should I fix?" — list projects with scores. Fix only approved projects, one at a time.

PAGE MODE

Step 1: Gather the page

1. Read the target file ($ARGUMENTS).
2. Read the site navigation to understand where this page sits in the funnel.
3. Read the homepage/landing page to understand overall positioning.
4. Read pricing page if it exists.

Step 2: Audit against this checklist

Score each category A/B/C/D. Be strict — growth/marketing professional standard.

1. Positioning & Differentiation

• Immediately clear what this product/service does (5-second test)
• Unique value proposition is explicit, not implied
• Competitive differentiation is visible
• Target audience is obvious from language, imagery, examples
• Positioning is specific, not vague

2. Conversion Architecture

• Clear single goal (one primary conversion action)
• Conversion path has minimal friction
• CTA visible without scrolling
• CTA repeated at logical intervals
• Exit intent or secondary capture exists
• Pricing is transparent

3. Trust & Credibility

• Social proof is present and specific
• Testimonials include name, role, photo, or company
• Trust badges where appropriate
• Case studies or results with real data
• Professional design
• Contact information visible

4. Objection Handling

• FAQ addresses top 3-5 objections
• Pricing objections handled
• "Who is this for / not for" clarity
• Setup complexity addressed
• Data/privacy concerns addressed if relevant

5. Funnel Alignment

• Page matches traffic source intent
• Internal links guide deeper into funnel
• Blog/content links back to product pages
• Navigation doesn't distract from conversion goal
• Post-conversion flow exists

6. Analytics & Tracking

• Analytics tool installed and loading
• Key conversion events tracked
• UTM parameters preserved
• A/B testing infrastructure exists or easy to add
• Core Web Vitals monitored

7. Market Readiness

• Legal pages exist (privacy, terms, mentions légales for FR)
• Cookie consent if EU-targeted
• Accessibility meets minimum legal requirements
• Contact/support channel functional
• Mobile experience equal to desktop

Step 3: Fix

For each issue rated B or worse:

1. Explain the business impact.
2. Fix code-level issues directly.
3. For strategic decisions, provide specific recommendations.

Step 4: Report

GTM REVIEW: [page name] — funnel stage: [awareness/consideration/conversion/retention]
─────────────────────────────────────
Positioning        [A/B/C/D] — one-line summary
Conversion         [A/B/C/D] — one-line summary
Trust & Proof      [A/B/C/D] — one-line summary
Objection Handling [A/B/C/D] — one-line summary
Funnel Alignment   [A/B/C/D] — one-line summary
Analytics          [A/B/C/D] — one-line summary
Market Readiness   [A/B/C/D] — one-line summary
─────────────────────────────────────
OVERALL            [A/B/C/D]

Fixed: X issues | Strategic recommendations: Y

PROJECT MODE

Workspace root detection

If the current directory has no project markers (no package.json, no src/ dir) BUT contains multiple project subdirectories — you are at the workspace root, not inside a project.

Use AskUserQuestion:

• Question: "You're at the workspace root. Which project(s) should I audit for go-to-market?"
• multiSelect: true
• Options:
  • All projects — "Run GTM audit across every commercial project" (Recommended)
  • One option per commercial project from /home/claude/shipflow_data/PROJECTS.md: label = project name, description = stack

Then proceed to GLOBAL MODE with the selected projects.

Phase 1: Positioning Map

Read homepage, about, pricing, and key landing pages. Document:

1. Core value proposition: Explicit or implied?
2. Target audience: Specific enough?
3. Competitive angle: Communicated?
4. Pricing model: Aligned with value prop?
5. Brand promise: Kept throughout?

Deliver a one-sentence positioning statement: "[Product] helps [audience] [achieve outcome] by [unique mechanism], unlike [alternatives]."

Phase 2: Conversion Funnel Map

Trace every conversion path:

Traffic Source → Landing → Consideration → Conversion → Post-Conversion

For each path:

• Entry point matches traffic intent
• Each step has a clear next action
• No dead ends
• Friction minimized
• Fallback capture for non-converters

Phase 3: Page-by-Page GTM Audit

Classify each page by funnel role and audit:

Awareness (blog, content, landing):

• Strong hook, links to conversion pages, lead capture, shareable

Consideration (features, how-it-works, case studies):

• Addresses objections, relevant social proof, clear path to pricing

Conversion (pricing, signup, checkout):

• Price anchoring, risk reversal, minimal friction, trust signals near action

Retention (dashboard, settings, onboarding):

• Guides to first value moment, contextual upgrade prompts, accessible help

Phase 4: Trust Architecture

• Testimonials: specific, credible
• Social proof: user counts, logos, media mentions
• Security signals: SSL, privacy policy
• Authority signals: team page, credentials
• Legal compliance: mentions légales (FR), privacy, CGV, cookie consent

Phase 5: Analytics & Measurement

• Analytics on all pages
• Conversion events tracked (CTA clicks, form submissions, signups, pricing views)
• UTM parameters preserved
• Goal/conversion tracking configured

Phase 6: Launch Readiness

• All pages load without errors
• Mobile experience complete
• Forms submit correctly
• Payment flow works (if applicable)
• Email templates branded
• 404 page helpful
• Social previews look good
• Legal pages complete
• Contact channel functional

Phase 7: Fix

Fix all issues in code. Priority:

1. Broken conversion paths
2. Missing trust signals
3. Missing analytics tracking
4. Legal compliance
5. Funnel leaks

Phase 8: Report

GTM AUDIT: [project name]
═══════════════════════════════════════

POSITIONING
  Value proposition:     [clear / vague / missing]
  Target audience:       [specific / generic]
  Differentiation:       [strong / weak / absent]
  One-liner: "[positioning statement]"

CONVERSION FUNNEL
  Primary path:          [description] — [A/B/C/D]
  Secondary paths:       [count] identified
  Dead ends:             [count]
  Friction:              [low / medium / high]

PAGE SCORES (by funnel role)
  Awareness
    /blog              [A/B/C/D]
  Consideration
    /features          [A/B/C/D]
  Conversion
    /pricing           [A/B/C/D]

TRUST ARCHITECTURE     [A/B/C/D]
ANALYTICS & TRACKING   [A/B/C/D]
LAUNCH READINESS       [A/B/C/D]
═══════════════════════════════════════
OVERALL                [A/B/C/D]

Fixed: X issues across Y files
Strategic recommendations: Z (detailed below)

Tracking (all modes)

After generating the report and applying fixes:

Log the audit

Append a row to two files:

1. Global /home/claude/shipflow_data/AUDIT_LOG.md: append a row filling only the GTM column, — for others.
2. Project-local ./AUDIT_LOG.md: same without the Project column.

Create either file if missing.

Update TASKS.md

1. Local TASKS.md (project root): add/replace an ### Audit: GTM subsection with critical (🔴), high (🟠), and medium (🟡) issues as task rows.
2. Master /home/claude/shipflow_data/TASKS.md: find the project's section, add/replace an ### Audit: GTM subsection with the same tasks.

Important (all modes)

• Think like a growth lead, not a developer. Every recommendation ties to revenue or user acquisition.
• For French market: RGPD mandatory, mentions légales legally required, CGV for commercial transactions.
• Be specific with business impact estimates (use industry conversion benchmarks).
• Don't recommend building features that don't exist — optimize what's there. List "should build" items separately.
• If pre-launch, focus on launch readiness. If post-launch, focus on conversion optimization.