Customer Marketing

Orchestrate customer-facing PMM programs across onboarding, adoption, value realization, expansion, and advocacy. This skill owns the objective, audience, message brief, proof plan, coordination, and learning. It does not own Customer Success operations or final channel assets.

Activation and commercial boundaries

product-activation owns first-value definitions and experience briefs; this skill orchestrates post-sale cohort programs with Product/CS. upgrade-conversion owns in-product upgrade eligibility/timing and pricing-strategy owns commercial terms. Expansion campaigns consume those approved decisions.

Retention and win-back mode

Read retention briefs for cancellation-reason synthesis, cohort hypotheses, retained-value measurement and learning loops. Own value realization, respectful retention briefs and win-back triggers. Preserve easy cancellation and consent; never invent save offers, discounts or roadmap promises. Billing retries, payment-provider configuration and access management route to operational owners. PMM may brief truthful payment-recovery communication but does not run billing. Read customer review programs when reviews support advocacy; no coerced or fabricated reviews.

Before planning

Read ../_shared/evidence-gaps.md and ../_shared/ssot-consumption.md. Load the project manifest's relevant approved context and record sources used. Read ../_shared/segment-selection.md only when choosing audiences; inherit accepted segment decisions without redefining canonical ICP.

Workflow

Select the relevant customer role and lifecycle situation. The buyer and the user may differ; preserve that distinction in program and asset briefs.

1. Choose one primary objective: adoption, retention support, expansion, advocacy, reference creation, or customer evidence collection.
2. Define eligible customer cohort using evidence such as lifecycle, product usage, account tier, persona, use case, or documented opportunity. Do not infer satisfaction, readiness, or expansion potential.
3. Identify customer need, desired action, barriers, owner, consent, timing, and appropriate CS/Sales coordination. Keep any unsupported rationale labeled.
4. Build the canonical message brief and select approved proof. Case study and outcome claims require customer permission and source verification.
5. Route email to email-sequence, community coordination to community-marketing, reference materials or customer-facing sales proof to sales-enablement, and other assets to their channel owner.
6. Define cohort-level leading indicators and outcomes with source, owner, and window. Record learning and evidence for reuse.

Required output

Inputs and assumptions; objective and cohort; eligibility/evidence; customer value and intended action; message/proof brief; cross-functional roles; asset handoffs; measurement; consent/readiness gaps; and ranked evidence gaps. Output quality: output-quality-check can verify objective/cohort fit, evidence labels, readiness safety, proof/consent gaps, clear owners, measures, and explicit handoffs.

Boundaries and feedback

• Retention programs belong here; billing operations, payment retries, provider configuration and access management belong to external billing/CS operations.
• community-marketing owns community design, member engagement, and community advocate programs. This skill may define a customer-community objective and hand it off.
• customer-research owns research design and evidence synthesis, including the reusable VoC language bank. Route collected quotes/feedback there.
• revops owns lifecycle definitions, CRM automation, routing, and revenue process. analytics-tracking owns instrumentation.
• Route any proposed canon change through ssot-context-loop; do not edit SSOT. Customer campaigns and case studies are market-facing and should pass messaging-consistency-audit after output-quality-check.

Related skills

community-marketing, customer-research, email-sequence, sales-enablement, revops, analytics-tracking, messaging-consistency-audit, ssot-context-loop, output-quality-check.