Funnel Architect
Design marketing funnels.
Marketing teams lose hours to ad-hoc, inconsistent funnel architect work — Design marketing funnels. Use when: mapping customer journeys, attribution modeling, or conversion paths. This playbook turns the process into a repeatable, brand-aware workflow.
Who it's for: digital marketers, marketing managers, growth marketers
Example
"Run /funnel-architect for our brand" → Funnel Architect workflow output with brand context, structured inputs captured, process steps executed, and a complete deliverable ready for review.
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
# Funnel Architect
# Funnel Architect
## When to Use This Skill
Activate this module when the user's request involves any of the following:
- **Funnel Design**: Building or restructuring a marketing/sales funnel for a specific business model
- **Customer Journey Mapping**: Visualizing the end-to-end path from first awareness to post-purchase advocacy
- **Attribution Modeling**: Determining how credit for conversions should be assigned across touchpoints
- **Funnel Analysis**: Diagnosing where prospects drop off and whyGet new playbooks like this one
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What This Does
Design marketing funnels.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/funnel-architect).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Open the folder in Claude Code and describe your goal. Claude will prompt you for any missing inputs, follow the structured process, and produce a complete deliverable.
Inputs You'll Need
Claude will prompt for the brand context, objective, and any asset references needed to produce the deliverable.
How It Works
Primary Workflow: Funnel Design & Optimization
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Business Model Classification
- Identify the business model (or hybrid combination)
- Determine the revenue model and typical sales cycle
- Classify as product-led, sales-led, or hybrid growth motion
- Select the appropriate funnel template as a starting framework
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Current State Assessment
- If an existing funnel is documented, map it stage by stage
- Identify what metrics are currently tracked at each stage
- Note where tracking breaks down or data goes dark
- Document all current touchpoints (ads, content, emails, sales calls, product interactions)
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Journey Mapping
- Map the full customer journey from unaware to advocate
- For each stage, document:
- Touchpoints: What the prospect interacts with
- Actions: What they do (micro-conversions)
- Emotions: What they feel (excitement, confusion, hesitation, trust)
- Friction Points: What slows them down or causes drop-off
- Decision Triggers: What moves them to the next stage
- Content Needs: What information they need at this moment
- Include parallel paths (not all journeys are linear)
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Gap Analysis
- Compare current state against the ideal funnel for this business model
- Identify missing stages or undefined transitions
- Flag content gaps (stages with no supporting content)
- Highlight automation gaps (manual handoffs that should be automated)
- Detect measurement gaps (stages with no KPIs)
- Spot channel gaps (stages served by only one channel)
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Funnel Architecture Design
- Define each stage with clear entry/exit criteria
- Assign KPIs and conversion benchmarks to every stage
- Design the micro-conversion sequence
- Map content to each stage (existing and needed)
- Specify automation triggers and rules
- Define handoff protocols between marketing and sales (if applicable)
-
Attribution Model Recommendation
- Based on funnel complexity, sales cycle length, and available data, recommend an attribution model
- Explain trade-offs of the recommendation vs. alternatives
- Provide implementation guidance for their tech stack
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Optimization Roadmap
- Prioritize improvements by impact and effort
- Define A/B testing plan for high-impact stage transitions
- Set up monitoring cadence for funnel health metrics
- Create a 30/60/90-day optimization plan
Secondary Workflow: Funnel Diagnosis (When a Funnel Exists but Underperforms)
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Data Collection
- Gather conversion rates between every stage for the last 3-6 months
- Pull time-to-conversion data (how long prospects spend at each stage)
- Identify volume at each stage to build the full funnel waterfall
-
Drop-Off Analysis
- Calculate the absolute and relative drop-off at each stage transition
- Identify the single largest drop-off point (the "leaky bucket")
- Segment drop-off by traffic source, device, geography, and audience segment
- Determine if drop-off is a volume problem (not enough enter the stage) or a conversion problem (they enter but don't advance)
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Root Cause Identification
- For each high-drop-off transition, investigate:
- Is the content at this stage compelling enough?
- Is the CTA clear and the next step obvious?
- Is there a friction point (long forms, confusing UX, required info the prospect does not have)?
- Is the timing wrong (asking for too much too early)?
- Is there a trust gap (insufficient social proof or credibility at this stage)?
- Cross-reference with qualitative data (customer feedback, sales team input, session recordings) if available
- For each high-drop-off transition, investigate:
-
Fix Prioritization
- Score each identified issue on impact (how much conversion improvement is possible) and effort (how hard is the fix)
- Focus on the highest-impact, lowest-effort fixes first
- Design specific experiments to test each fix before full rollout
What You Get
A complete, brand-aligned deliverable ready to review, share, or hand off to execution.