Diagnose

Agent Readiness Audit

Use when the user wants to know whether AI agents buying on a customer's behalf can find, evaluate and act on their product — machine-customer readiness, agentic commerce, or being included in AI-mediated comparisons. Also use when the user mentions AI agents buying, machine customers, agentic commerce, MCP, llms.txt, "can ChatGPT actually buy from us", or being left out of AI-generated shortlists. Scores five dimensions, names the blockers, and specifies the fixes in cost order.

AI Referral Share

Use when the user wants to know whether AI search is sending them visitors and customers - how much traffic and how many conversions come from ChatGPT, Perplexity, Gemini, Copilot, Claude and other AI assistants. Also use when the user mentions AI referral traffic, LLM traffic, ChatGPT traffic in GA4, utm_source=chatgpt.com, the GA4 AI Assistant channel, "is AI search sending us customers", or wants to prove AI visibility work paid off. Reads a GA4 traffic export, separates each assistant's sessions and key events, and says whether they really convert differently from the rest of the site.

Brand & Product Context

Use when starting work on a brand or product with the AAJ skills, or when any skill needs context about the business that isn't available yet. Also use when the user mentions onboarding, "set up my brand," brand brief, company context, who we are, our ICP, our positioning, brand voice, or "tell the agent about my business." Produces a structured .agents/product-marketing.md brief — company, product, ICP, positioning, value, voice, goals, funnel, and competitors — that every other AAJ skill reads first.

Campaign Orchestrator

Use when the user has a marketing goal or problem but doesn't know which skill to reach for — "our funnel is broken", "we're launching next month", "growth has stalled", "where do I even start". Also use when the user asks for a campaign plan, a marketing plan, a GTM plan, or help sequencing work across several areas. Diagnoses which of the named Plays applies, then runs it through Diagnose → Design → Execute, calling the right skills in order and refusing to skip ahead.

Competitor Messaging Matrix

Use when the user wants to see what every competitor's homepage claims, side by side, before writing or rewriting their own positioning - which claim types rivals make, who names an audience, what proof and call to action each uses, which words the category has used up, and whether the user's own headline can be told apart. Also use when the user mentions competitor messaging, messaging teardown, competitive positioning, "we all sound the same", category language, white space, or homepage comparison. Produces a claim matrix, category words, each rival's distinctive words, a distinctiveness read of your headline, and the open claims no rival makes.

Content Decay

Use when the user wants to find which pages are losing search traffic and which to refresh first - content decay, content refresh, "our blog traffic is flat", declining organic clicks, or a content audit from Search Console. Also use when the user mentions content decay, content refresh, update old posts, declining rankings, CTR optimisation, title tag tests, or wants to know where to spend the next content week. Takes a Search Console page export comparing two periods and sorts every page into decaying, demand drop, snippet loss, rising or stable, then ranks refresh candidates by the clicks they lost and finds page-one pages below the site's own CTR median.

Customer Interview Synthesis

Use when the user has done, or is doing, customer or buyer interviews and wants to turn the notes into something a persona, a positioning statement or a roadmap can rest on - or wants to know whether they have done enough interviews. Also use when the user mentions customer interviews, discovery interviews, user research synthesis, affinity mapping, jobs-to-be-done interviews, "what did we learn from the calls", or "how many interviews do we need". Counts coded themes across interviews rather than quotes, weights them by what the problem costs, separates patterns from anecdotes, and says whether the programme has saturated.

Customer Survey Design

Use when the user wants to design a customer or market survey — choosing the questions, structure, scales, and sample size to get unbiased, decision-useful answers. Also use when the user mentions survey, questionnaire, NPS, customer feedback, market research survey, product-market fit survey, sample size, margin of error, "how many responses do I need," or "what should I ask my customers." Produces a structured survey with unbiased questions mapped to decisions, plus computed sample-size, invite, and segment-readability numbers from a runnable engine.

Incrementality & MMM

Use when the user wants to know whether marketing spend actually caused conversions, rather than just preceded them — incrementality testing, holdout or geo tests, iROAS, or media mix modelling. Also use when the user mentions incrementality, holdout test, geo test, lift test, iROAS, incremental CAC, MMM, "is this channel actually working", or doubts about attributed conversions. Designs the test, sizes it, then reads it out honestly — including whether it was ever powerful enough to answer the question.

Market Sizing

Use when the user wants to size a market - TAM, SAM and SOM - for a pitch deck, a board plan, a new segment or a go-to-market decision. Also use when the user mentions market size, total addressable market, serviceable market, "how big is the opportunity", bottom-up sizing, or has a top-down analyst number they want to use. Builds the size bottom-up from counted accounts and sourced assumptions, derives SOM from the team's real capacity rather than a share of the market, and flags every link in the chain nobody sourced.

Marketing Leadership Model

Use when the user is deciding how to staff marketing leadership - hire a head of marketing or CMO, bring in a fractional CMO, or retain an agency - and wants the comparison on their own numbers rather than a vendor's. Also use when the user mentions fractional CMO, in-house vs agency, first marketing hire, marketing team structure, cost of a marketing hire, ramp time, or "should we hire or outsource marketing". Prices all three options over a horizon including ramp, search time, recruiting and the founder's own hours, finds the month the lines cross, prices the exit, and checks which shape of help fits the work that actually exists.

Marketing Maturity Assessment

Use when the user wants to know how mature their marketing is as a whole - where the function is strong, where it is weak, and what to fix first - or wants a structured way to assess a client's or a portfolio company's marketing. Also use when the user mentions marketing maturity, marketing audit, growth audit, marketing health check, "where do we stand", "what should we fix first", or a before-and-after on the marketing function. Scores the 18 statements of AAJ's Marketing Maturity Scorecard across six dimensions, names the weak links for the company's stage, asks for the evidence behind high self-scores, and compares with a previous run. Not a benchmark against other companies.

Paid Search Account Audit

Use when the user wants to audit a Google Ads or Microsoft Ads search account - their own, a client's, or one inherited from an agency - and find where the spend is wasted and where it is starved. Also use when the user mentions Google Ads audit, PPC audit, paid search review, search terms report, negative keywords, wasted ad spend, impression share lost to budget, "is our agency doing a good job", or "why is our CPA so high". Reads the account against its own target and its own numbers - never a published benchmark - in a fixed order: tracking, waste, starved winners, landing pages, with fixes ranked by the spend they touch.

PLG Upgrade Prompts

Use when the user wants to design, place, or fix upgrade prompts and paywalls in a product-led (freemium or free-trial) product: which limits to set, where the prompt appears, what it says, and how to measure it. Also use when the user mentions upgrade prompt, paywall, upsell modal, plan limits, feature gate, usage limit, free-to-paid conversion, freemium conversion, PQL, or "free users never upgrade". Produces a limit and prompt map, prompt copy, an event plan, and a funnel readout naming the prompt and stage to fix first.

Pricing Page Teardown

Use when the user wants to review a pricing page - their own or a competitor's - or is thinking about changing a price and asks whether a test would tell them anything. Also use when the user mentions pricing page audit, pricing page teardown, price test, price experiment, A/B testing a price, revenue per visitor, "should we raise prices", or "can we test this". Scores the page on 21 checks a buyer would notice, ranks the fixes against competitors, works out before launch whether a live price test can answer the question at your traffic, and reads a test against its planned size.

Review Mining

Use when the user wants to turn public reviews - G2, Capterra, app stores, Reddit threads, support tickets - into customer research: what people complain about and praise, where a competitor is weak, why people switched, what features they ask for, and the words happy customers use. Also use when the user mentions review mining, voice of customer, G2 reviews, competitor reviews, "what do people say about X", review analysis, or wants copy that uses the buyer's own language. Counts reviews rather than quotes, reads sentiment from star ratings only, and says how much of the text its coding reached.

SaaS Growth Efficiency

Use when the user wants to know how efficiently a SaaS company turns spend into growth - for a board deck, an investor update, a fundraise or a budget decision. Also use when the user mentions magic number, burn multiple, Rule of 40, CAC payback, sales efficiency, capital efficiency, "what will investors ask", or "are we growing efficiently". Computes the four numbers from figures the founder already has, reads each against what its source actually wrote, with the link, and says which to fix first.

Search Demand Reader

Use when the user wants to know what people search for in their category and where the demand is going unmet, using their own Search Console data rather than an estimated keyword tool - reading a Queries export by intent, grouping it into topics, finding the topics they already appear for on page two or worse, queries split across their own pages, the branded share of their traffic, and rival-brand searches they show up in. Also use when the user mentions keyword research, search demand, Search Console queries, keyword gaps, cannibalisation, branded vs non-branded, or "what should we write next". Never estimates a search volume it cannot see.

SEO / GEO / AEO Readiness Audit

Use when the user wants to audit a web page or site for SEO, GEO (generative- engine / AI citation readiness), and AEO (answer-engine / featured-snippet readiness). Also use when the user mentions SEO audit, AI search visibility, getting cited by ChatGPT/Perplexity/Claude, featured snippets, llms.txt, schema, crawlability, or "why don't we show up in AI answers." Produces a 0–100 score across 5 weighted categories, a grade, and prioritized fixes.

Unit Economics & LTV:CAC

Use when the user wants to calculate or sanity-check unit economics — LTV, CAC, the LTV:CAC ratio, and CAC payback — for a subscription, ecommerce, or services business. Also use when the user mentions lifetime value, customer acquisition cost, payback period, churn, contribution margin, or "are our unit economics healthy / can we afford to spend more." Produces the metrics plus a verdict against named reference points (Skok, Bessemer) and what to fix.

Website Conversion Audit

Use when the user wants to audit a landing page, homepage, or website for conversion — clarity, calls to action, trust, friction, speed, and tracking. Also use when the user mentions CRO, conversion rate, "why isn't this page converting", landing page review, page teardown, or improving signups/leads. Produces a 0–100 conversion score across 6 weighted categories, a grade, and prioritized fixes.

Win-Loss Analysis

Use when the user wants to understand why deals are won or lost and turn it into patterns they can act on. Also use when the user mentions win/loss, win-loss analysis, why we lose deals, deal post-mortem, lost-deal reasons, competitive losses, sales feedback, or "why aren't we closing." Produces a structured win-loss summary — top win and loss reasons, patterns by segment and competitor, the no-decision rate, and prioritized fixes for product, pitch, and process.