Role CMO

Role CMO

A meta-skill. Instead of asking the user to know whether they need /page-cro vs /copywriting vs /launch-strategy, they describe the problem in plain language and the CMO routes it.

When to use this skill

When the user describes a marketing problem without specifying the technical area:

• "My landing page isn't converting."
• "I want to launch this feature next month."
• "Help me with SEO."
• "Just fix the copy on this button."

If the user explicitly invokes a specific marketing skill (/copywriting, /seo-audit), do not invoke the CMO; defer directly.

The 8 specialist roles

Each role bundles related skills. Activate the role when the request scope is broad; narrow to a single sub-skill when scope is small. The detail below describes what each specialist actually does — it is the routing reference.

1. Context — Foundation (1 skill)

Run first on any new project. Without context, every other specialist has to ask the same questions.

• `product-marketing-context` — Interviews the user (or reads existing docs) to capture: positioning ("we are X for Y who want Z"), 2-3 ICP personas with jobs-to-be-done, brand voice and forbidden words, top competitors and how we differ, pricing model, win themes, churn themes. Persists everything to .agents/product-marketing-context.md so future invocations across all roles read from the same source. Only re-runs if the user explicitly says product/positioning has shifted.

2. CRO — Conversion Optimization (6 skills)

The 6 places where conversion typically leaks. Run the full role when something is broadly underperforming; narrow when one stage is the suspect.

• `page-cro` — Audits a landing page against 30+ heuristics: above-fold clarity, hero promise, social proof placement, CTA contrast and copy, friction below the fold, mobile-first hierarchy. Outputs prioritized fixes ranked by expected lift × implementation effort.
• `signup-flow-cro` — Reduces friction in the signup itself: number of fields, email-only vs OAuth, magic link vs password, "try without account" mode. Measures with funnel events.
• `form-cro` — Form-level optimization: field ordering (easy → hard), inline validation, smart defaults, autofill compatibility, single-column layout, progressive disclosure. Includes mobile keyboard tuning.
• `popup-cro` — When and how to use popups without poisoning trust: scroll-depth triggers, exit intent, time-on-page, returning-visitor segmentation. Copy templates for the few cases popups actually convert (newsletter, exit-save offer, abandoned cart).
• `onboarding-cro` — First-run experience: time-to-aha, empty-state seeding, skippable guided tours, sample data that demos value. Measures activation rate, not just signup.
• `paywall-upgrade-cro` — Free → paid path: where to surface paywall, soft vs hard limits, anchor pricing, annual incentive, churn-resistant cancellation. Caps urgency to honest signals.

3. SEO — Discovery (6 skills)

Two eras side by side: classic Google SEO and the new AI-search era. Activate full role for greenfield SEO work; narrow to one when you know what's broken.

• `seo-audit` — Technical + on-page audit: crawlability, core web vitals, title/meta hygiene, heading hierarchy, internal links, broken pages, duplicate content, schema gaps. Outputs a prioritized fix list with expected ranking impact.
• `ai-seo` — Optimizes for ChatGPT, Perplexity, Claude, and SGE. Different rules: clear answer-first content, bullet structure, citation-friendly format, FAQ schema, brand mentions, alternative-to pages, comparison tables that AI can quote.
• `schema-markup` — Structured data (JSON-LD): Product, FAQ, HowTo, Article, BreadcrumbList, Organization, Software. Gives you rich snippets and helps AI systems understand the page.
• `programmatic-seo` — Generates pages at scale from a structured dataset (e.g., "{tool} alternatives", "{city} {service}"). Templates, internal-link graphs, dedup, content quality gates so Google doesn't tag it as thin.
• `site-architecture` — Information architecture for SEO and humans: URL structure, canonical hierarchy, internal linking power-flow, hub-and-spoke topic clusters, pagination strategy, sitemap.xml.
• `competitor-alternatives` — Builds "{competitor} alternatives" and comparison pages systematically. The most reliable SEO play in B2B SaaS — captures bottom-funnel intent the moment a buyer is already evaluating someone else.

4. Content — Copy (5 skills)

The shared craft of putting words on a page that move someone forward.

• `copywriting` — Conversion-focused copy: headlines that promise an outcome, value props that pass the so-what test, CTAs that match user intent, social proof framing, objection-handling. Cross-references marketing-psychology for principles.
• `copy-editing` — Reviews existing copy for clarity, voice consistency, weasel words, passive voice, jargon, cliché. Doesn't rewrite from scratch — keeps the writer's intent and tightens the execution.
• `content-strategy` — Editorial planning: pillars and clusters, frequency, channel-fit (blog vs LinkedIn vs newsletter), evergreen vs timely, distribution after publish, repurposing engine. Outputs a 90-day calendar tied to business goals, not vanity.
• `email-sequence` — Designs and writes nurture/onboarding/winback sequences: triggers, cadence, subject lines, preview text, body, CTA per email, fail-safes (suppress, branch). Built around user intent, not "weekly newsletter".
• `social-content` — Platform-specific writing: LinkedIn long-form, Twitter/X threads, Instagram captions, TikTok hooks. Distillation rules that turn one big idea into 5-7 native posts without sounding scheduled.

5. Paid — Distribution (3 skills)

When you need traffic faster than SEO and your network can give you. Activate the role when budget exists; narrow when you only need creatives or only need a list.

• `paid-ads` — Strategy and ops for Meta, Google, LinkedIn, Reddit ads: campaign structure (broad vs interest-stack), audience layers, bidding strategies, budget pacing, creative testing matrix, kill rules, attribution caveats. Includes B2B-specific tactics (LinkedIn Conversation Ads, retargeting from website visits, intent data).
• `ad-creative` — Creative direction and copy for ads: hook frameworks (problem-aware vs solution-aware vs brand), aspect ratios per placement, UGC vs studio, motion vs static, headline-image synergy, the 6 must-test variants per concept.
• `cold-email` — Outbound at scale that doesn't burn domains: list segmentation, personalization tokens that aren't just {firstName}, spam triggers to avoid, multi-step sequences, reply handling, deliverability hygiene, GDPR/CAN-SPAM compliance.

6. Growth — Retention (4 skills)

After the first conversion, you keep the customer or you don't. Growth is what compounds; without retention, every dollar of acquisition is a leaky bucket.

• `free-tool-strategy` — Builds standalone free tools as growth engines: pricing calculators, generators, audits, mini-apps. Lives at /tools/{name}, drives organic traffic, captures emails, qualifies prospects. Picks tools with high search volume × low competition × adjacent to your paid product.
• `lead-magnets` — Designs the right downloadable for the right stage: templates, swipe files, ROI calculators, mini-courses, prompt packs. Optimized for conversion (gated vs ungated), follow-up sequence, ICP qualification.
• `referral-program` — Mechanics that make referring natural: who refers, what they get, what the referred gets, share-friendly assets, fraud detection, viral coefficient measurement. Distinguishes B2B referrals (warm intros) from B2C viral (paid double-sided).
• `churn-prevention` — Diagnoses why people leave (cohort analysis, exit interviews, usage signals before cancellation), then fixes upstream: onboarding gaps, value-realization timing, pricing/packaging mismatch, support response time, exec sponsorship. Ranks fixes by churn $ impact.

7. Measurement — Testing & Analytics (2 skills)

You can't improve what you don't measure, but most teams measure too much of what doesn't matter and too little of what does.

• `ab-test-setup` — Designs valid experiments: hypothesis, primary metric, sample size and minimum detectable effect, randomization unit, exposure logic, segment slicing, test duration with peeking guards. Refuses to run tests that can't possibly reach significance and writes the post-test analysis template.
• `analytics-tracking` — Sets up event tracking that holds up over time: 12-15 core events with consistent naming, event properties for slicing, identify calls for users vs anon, server-side fallbacks, GDPR-aware consent gating. Refuses to instrument every click — focuses on the 5% of events that drive 80% of decisions.

8. Strategy — Strategy & Revenue (7 skills)

The macro-level decisions that shape the work the other roles do. Activate Strategy first when something feels structurally off (positioning, pricing, who we sell to) before optimizing within a broken structure.

• `launch-strategy` — Plans product/feature launches end-to-end: 4-week ramp, internal announcement, owned-channel sequence, paid amplification, PR/influencer, day-of orchestration, post-launch retro. Includes "kill criteria" — when to pause and not burn channels.
• `pricing-strategy` — Designs and tests pricing models: per-seat vs usage vs tier, free vs trial vs reverse trial, packaging logic, anchor effects, willingness-to-pay studies (Van Westendorp, Gabor-Granger), grandfather clauses, B2B contracting motion.
• `marketing-psychology` — Applies the durable principles (Cialdini's 7, behavioral econ, choice architecture, anchoring, default bias, loss aversion, social proof types) to the work without becoming manipulative. Identifies when "psychology" is being used as cover for misleading copy.
• `marketing-ideas` — Brainstorming partner: 50-idea sprints, classification by effort × leverage, originality filter (has this been done in our category?). Used when the team needs raw idea volume to filter, not validated tactics.
• `customer-research` — Discovery interviews and synthesis: question design that doesn't lead, recording and tagging, JTBD extraction, segmentation, sample-size sanity. Pairs with the /customer-interview standalone skill for per-call processing.
• `revops` — Pipeline mechanics: lead routing, MQL/SQL definitions, lead scoring rules, handoff SLAs, opportunity stages, forecast methodology, win/loss dispositioning, CRM hygiene. Closes the loop between marketing-sourced leads and revenue.
• `sales-enablement` — Equips the sales team: ICP one-pager, discovery question bank, objection cards, demo script with kill switches, mutual action plans, ROI calculators per use case, battlecards vs top 3 competitors. Updated quarterly.

Routing rules

Examples:

• "Mi landing no convierte" → CRO (full) + Content (copywriting + copy-editing) + Measurement (ab-test-setup)
• "Quiero lanzar este feature" → Strategy (launch-strategy) + Content (email-sequence + social-content) + Paid (paid-ads + ad-creative) + Measurement (analytics-tracking)
• "Solo arregla el copy de este botón" → Content > copywriting only
• "Empezamos un proyecto nuevo, qué necesitamos" → Context > product-marketing-context first, then propose the rest as a roadmap

Transparency protocol

Before executing, always announce:

Aplicaré:
- {role} ({N} skills) — {reason}
- ...

Saltaré:
- {role} ({N} skills) — {reason}
- ...

Wait for the user's confirmation. They can add or remove roles before execution.

Cross-references

When a sub-skill references another sub-skill (e.g., copywriting cites marketing-psychology), follow it automatically and mention the chain.

Shared context

All sub-skills read .agents/product-marketing-context.md at the start of execution. If the file does not exist, run product-marketing-context first to create it. This avoids repetitive questions about audience, positioning, and voice across calls.

Composition

/role-cmo all

Activates the 34 sub-skills in their canonical order. Useful when launching a new company and wanting a complete marketing audit.

Constraints

• Never silently activate roles. Always show the routing.
• Never run /role-cmo all without confirmation.
• If the request is so narrow that the CMO routing adds overhead (single button copy), invoke the sub-skill directly and skip the orchestration.