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Free GTM Skills / CRM and tracking

Inbound and lifecycle (playbook)

Entry point for every hand-raise and every email the company sends to people it already knows: a demo request came in, triage this lead, where did this lead come from, attribution, the routing form, nurture email, customer email, the weekly send, landing page for, send me something to look at. Routes triage, routing, attribution, nurture, customer updates, landing pages and the leave-behind page.

By Matt Santos, BOM Growth. Free under the MIT license.

Install

npx skills add BOM-Growth/b2b-gtm-skills --skill inbound-lifecycle

Run it in your project folder, then ask Claude Code for inbound-lifecycle by name or in your own words.

skills/inbound-lifecycle/SKILL.mdView on GitHub

This applies to the demand the company already has. It produces a same-day response to every hand-raise, a source on every lead, and a weekly reason for in-pipeline contacts to come back.

Before you start

This skill works on its own. If the person has their own marketing brain (or any folder of context files about their company), read the files listed under reads in the header first and cite them for every fact. If they do not have one, do not look for one: ask for the two or three facts this play needs and go on. Never invent a fact; a blank is a question for the person.

Tools: this play speaks in verbs (check the CRM, pull the call, schedule the post). TOOLS.md at the root of this repo lists the tools recommended for each verb. The company’s own 1-context/stack.md wins when it exists. No tool is required; a spreadsheet and a mail client cover most of it.

The play

  1. Read the context (see Before you start). Confirm the routing rules and the same-day SLA.
  2. Every hand-raise: inbound-triage scores against the gates and routes to a demo; out-of-ICP hand-raisers get a polite path, not silence.
  3. Keep the booking path honest with demo-routing: the form, the routing questions and the calendar it books into match the ICP and the sales capacity.
  4. Monthly: lead-source-audit so every lead carries one first-touch source and the known gaps have an owner.
  5. Weekly: nurture-email to in-pipeline contacts with one thing that moved (a release, an event, a customer story). Customers get customer-update-email first when something affects them.
  6. When a play needs a page: landing-page-brief on the site’s tracking rules, deployed through the site’s own process.
  7. Keep leave-behind-page current so a rep has one link to send when a prospect asks for something to look at.
  8. Watch the two failure modes: real hand-raisers suppressed by a workflow, and inbound calls that never become leads. Both show up in lead-source-audit.

KPIs

  • Speed to first response on a hand-raise.
  • Share of leads with a recorded first-touch source.
  • Nurture send held weekly; replies and demos from nurture.

What good looks like

  • The best operator watches the hand-raisers nobody responded to. A dry quarter is often a routing or suppression failure, not a demand failure.
  • The mediocre version has a demo form that promises one thing and a sales process that delivers another, and nurture that goes out when someone remembers.
  • Good output is every inbound lead with a source, a same-day response, and a weekly send that in-pipeline contacts reply to.

Rules

  • MUST respond to every hand-raise within the SLA in 3-strategy/funnel.md, including out-of-ICP ones.
  • MUST send customers news before prospects when it affects them.
  • NEVER compare paid channels on their own conversion definitions inside this playbook; use 3-strategy/funnel.md.
  • NEVER let a nurture send go out with an uncleared claim or customer name.

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