20-client-intake-brief-global
This Claude Code skill generates an 11-section intake brief template for international marketing agencies to collect structured information directly from clients before project kickoff. Use it when onboarding new clients, starting marketing projects, or re-briefing after scope changes to ensure the agency builds strategy on facts rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather than assumptions rather
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/20-client-intake-brief-global && cp -r /tmp/20-client-intake-brief-global/skills/en/20-client-intake-brief-global ~/.claude/skills/20-client-intake-brief-globalSKILL.md
# Client Intake Brief (Global, Generic) > **Role of this skill:** This is the **input gate** for every marketing engagement. > > Other "brief" skills are produced by the agency *for* internal teams or vendors: > - `02-campaign-brief-global` — agency drafts for execution team > - `06-ugc-egc-brief-global` — agency drafts for creators > - `12-landing-page-brief-global` — agency drafts for designers/devs > > This skill is different — it is the document the **client fills in for the agency** so the agency has structured input to plan from. > **Note on industry variants:** v2.5 ships a single generic English template. Industry-specific variants (SaaS, DTC, healthcare, real estate, etc.) may be added in v2.6+ based on demand. The generic template is designed to work across categories — agencies should add 1–2 industry-specific questions in Section B and Section I as needed. --- ## For Newbies A bad intake produces a bad plan. Most agency-client relationships fail in the first 30 days because the agency built a strategy on assumptions instead of facts. This brief is your insurance policy. It forces the client to write down what they often only carry in their head — their actual customer, their real budget, what success means to them, what they've already tried, what's off-limits. **Two failure modes to avoid:** 1. **Brief is too short** — agency starts work with 5 lines of context, makes wrong assumptions, three rounds of revisions follow. 2. **Brief is too long** — client abandons it halfway, fills the rest with "TBD," agency starts work blind anyway. The 11-section template below is the minimum viable intake — designed to be completable in 30–45 minutes by a non-marketer founder. --- ## When to Use This Skill | Situation | Use this skill? | |-----------|----------------| | New client inquiry — collect info before quoting | YES | | Starting a new marketing project — need structured input | YES | | Re-brief when client expands scope or pivots goals | YES | | Onboarding a long-term retainer client | YES | | Already have full context from extensive discovery calls — go straight to `00-marketing-plan-global` | NO | --- ## Step 0 — Read Context Read `.agents/product-marketing-context-global.md` if it exists. The agency may already have brand-voice or template preferences captured. --- ## Step 1 — Information Gathering Ask the agency lead up to 4 questions: 1. **What is the client's industry?** (SaaS, DTC ecommerce, healthcare, education, real estate, professional services, etc.) — used to tailor Section B and I 2. **Client size?** (Solo founder / SMB / Mid-market / Enterprise / Agency-of-record relationship) 3. **Project type?** (Launch / Re-launch / Scale / Long-term retainer / Single campaign) 4. **Delivery format?** (Fillable .md sent by email / Notion doc / Google Form / Typeform / printed in-person) --- ## The 11-Section Intake Template Designed to flow from easy (basics) to hard (strategic decisions), so the client builds momentum. ### A. Business Overview The "who are you" section. Quick to fill, builds confidence. - A1. Legal company name (and trading name if different) - A2. Year founded - A3. Founder(s) and key leadership — name, role, LinkedIn - A4. One-sentence description of what you do - A5. Annual revenue range — checkbox: pre-revenue / <$100K / $100K–$500K / $500K–$2M / $2M–$10M / $10M+ / prefer not to say - A6. Geographic markets served (current) - A7. Geographic markets you want to reach (future) - A8. Mission / brand philosophy (2–3 lines) - A9. Tagline or brand promise (if you have one) ### B. Products & Services The "what you sell" section. The most industry-specific section — adapt sub-questions to the client's category. - B1. Core products/services/packages — table: name | description | price (or range) - B2. Best-selling product/service and approximate % of revenue - B3. New products/services launching in next 6 months - B4. What problem does your offering solve? - B5. Top 3 USPs — what makes you different from competitors - B6. Premium / mid-market / value pricing tier — and why - B7. Bundle / upsell / cross-sell opportunities ### C. Target Audience The "who buys" section. Critical for downstream insight work. - C1. Ideal customer in 2–3 sentences - C2. Demographics — age range, gender split, income / company size, location, occupation / industry, education (if relevant) - C3. Psychographics — what they care about, fear, aspire to - C4. Buying behavior — discovery channels, decision cycle length, who else is involved, where they research - C5. Existing personas: detailed (please attach) / rough idea (described) / none yet (agency to build) - C6. Customer reviews / testimonials we should see — links or attachments ### D. Competitive Landscape & Positioning - D1. Top 3 direct competitors — table: name | website | what they do well | what they do poorly - D2. Top 2 indirect competitors (different offering, same audience) - D3. Substitutes — what customers use instead of buying anything - D4. Current market position — checkbox: premium leader / premium challenger / mid-market mainstream / value/low-cost / niche specialist / not sure (agency to recommend) - D5. Where you want to sit in 12 months - D6. Brands you admire (in or out of your industry) and why ### E. Campaign / Project Goals The "what does success look like" section. Forces measurable thinking. - E1. Primary objective — checkbox: brand awareness / lead generation / sales-revenue / product launch / repositioning / retention-loyalty / international expansion / other - E2. Specific KPIs — for each: metric, target number, deadline (provide 3 KPI rows) - E3. Long-term goal (12–24 months out) - E4. What does failure look like? What outcomes would make this engagement a waste? - E5. How will you measure ROI on this engagement? ### F. Budget & Timeline - F1. Total budget — checkbox: <$5K / $5K–$25K / $25K–$100K / $100K–$500K / $500K+ / need agency recommendation - F2. Budget split (best
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.