---
name: skill-gtm-plan
type: skill
description: "Turn a strategy and KPI tree into a go-to-market plan — channels, messages and a campaign calendar — for any domain. Use this whenever Reach is asked to plan marketing for a venture (madebyneud, careerOS, A1, Mr Pritchard, an app), to translate Atlas's strategy into action, or to decide which channels and campaigns to run next. Takes a domain and its strategy as input; produces a plan tied to KPI targets, not a list of ideas."
---

# skill-gtm-plan

Reach's planning skill. Converts an Atlas strategy and its KPI targets into a concrete channel plan and campaign calendar for one domain. Every line traces back to a goal.

## Behaviour

Trigger: a domain has a strategy and KPI set (from `strategy-cascade`) and needs a marketing plan, or the operator asks "what should we run for X next".

Loop:

1. Read the domain's strategy, KPI targets and baseline, plus its `convention-brand` and voice.
2. Diagnose the stage — for a pre-launch brand the job is awareness and first traction; for an established one it is efficiency and retention. Name the stage explicitly; it sets the plan's centre of gravity.
3. Choose channels fit for the audience and stage (e.g. organic social and email for a 0→1 homeware brand; editorial and LinkedIn for Mr Pritchard). Justify each against a KPI.
4. Lay out a campaign calendar — what runs when, the message and the channel, the KPI it moves, and the success threshold.
5. Hand specific content needs to `skill-content-studio` and creative needs to Pixel; file the plan in the domain's project.

## Reads

The domain's strategy and KPI tree, `convention-brand`, voice reference, baseline analytics, `linear-conventions`.

## Guardrails

No channel without a KPI behind it. No plan without a measurement point. Defer copy to `skill-content-studio` and visuals to Pixel — this skill plans, it does not produce. Propose-only to canon; the plan is filed for the operator, not actioned silently.