growth-funnel

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Translated

When the user wants to plan growth using the AARRR framework, diagnose growth bottlenecks, or map actions across the customer lifecycle. Also use when the user mentions "growth funnel," "AARRR," "pirate metrics," "acquisition activation retention," "customer lifecycle metrics," or "growth framework."

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Sourcekostja94/marketing-skills

Added on2026-03-07

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Strategies: Growth Funnel (AARRR)

Guides growth using the AARRR framework (Pirate Metrics)—five stages of the customer lifecycle. Created by Dave McClure (500 Startups) to focus on actionable metrics over vanity metrics. Use this skill when diagnosing growth bottlenecks, prioritizing improvements, or aligning product, marketing, and customer success.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

AARRR Framework

Stage	Question	Key metrics
Acquisition	How do users discover you?	CAC, CPA, conversion by source
Activation	Do users reach "aha moment"?	Activation rate, time-to-first-value
Retention	Do users return?	D1/D7/D30 retention, churn
Referral	Do users recommend?	Referral rate, NPS, viral coefficient
Revenue	Do users pay?	Conversion rate, ARPU, LTV

Principle: Define behavior-based events per stage; analyze by cohort. Quality over volume—channels bringing fewer but more activated users often outperform.

Per-Stage Actions

Stage	Actions	Related skills
Acquisition	SEO, paid ads, content, partnerships, directories, marketplaces	cold-start-strategy, seo-strategy, paid-ads-strategy, directory-submission, distribution-channels
Activation	Onboarding, use-case guidance, FAQ, case studies, free trials, trust signals	conversion-optimization, faq-page-generator, customer-stories-page-generator
Retention	Support, churn analysis, feedback, loyalty, dunning	retention-strategy, email-marketing
Referral	Referral program, affiliate, case study sharing	referral-program, affiliate-marketing
Revenue	Pricing, conversion optimization, CAC vs LTV analysis	pricing-strategy, conversion-optimization, paid-ads-strategy

Tactics by Stage

Stage	Tactics
Acquisition	Google ads (keywords, display); organic SEO; social (LinkedIn, YouTube, X, blog); partnerships (NGOs, SMBs); directories, marketplaces
Activation	Use-case guidance; video + blog tutorials; FAQ; case studies; free trials/credits; new-feature promotion; email; trust signals (reviews, media)
Retention	Timely support; churn analysis; feedback collection; loyalty perks (credits, early access)
Referral	Referral credits; signup email with referral CTA; enterprise case sharing; affiliate program
Revenue	Conversion optimization; platform attribution; CAC vs LTV; post-campaign traffic analysis

Post-campaign: Analyze traffic and conversion by channel; reallocate budget to top performers.

Implementation

Events: Define precise, behavior-based events for each stage
Cohorts: Analyze by cohort, not aggregate; compare cohorts over time
Bottlenecks: Identify stage with largest drop-off; prioritize there first
Cross-functional: Product, marketing, customer success share common language

Output Format

Stage assessment (where are you strong/weak?)
Metrics per stage (current, target)
Actions prioritized by bottleneck
Related skills for each stage

Related Skills

cold-start-strategy: Acquisition for 0→1; first users
retention-strategy: Retention and churn prevention
conversion-optimization: Activation, revenue conversion
referral-program: Referral stage tactics
gtm-strategy: Full GTM; growth-funnel is lifecycle view
integrated-marketing: Channel mix across stages