GTM Analysis — full-stack market presence audit — Claude Skill

Company Current GTM Analysis

Deep-research agent skill that produces a comprehensive analysis of what a target company is currently doing across all go-to-market dimensions. The output identifies what's working, what's missing, and where white space exists — so you can design strategies that fill genuine gaps rather than duplicating what they already do.

Quick Start

Run a GTM analysis for <company>. Website: <url>. Founder LinkedIn profiles: <urls>.

Or if a client context file already exists:

Run a GTM analysis for <client>. Use the context at clients/<client>/context.md.

Inputs

Step-by-Step Process

Phase 1: Load Context

1. If a client context file exists at clients/<client>/context.md, read it for:

   • Company overview, founders, product, pricing
   • Known competitors, customers, market positioning
   • Any existing research or intelligence

2. If no context file exists, gather basics from the user:

   • Company name, website URL
   • Founder names and LinkedIn URLs (if known)
   • Industry/category
   • Known competitors (if any)

3. Create the output directory: clients/<client>/research/

Phase 2: Data Collection (Run in Parallel)

Run as many of these research threads as possible in parallel. Each thread is independent.

2A. Blog & Content Strategy

Goal: Understand their content strategy — topics, frequency, types, target audience, gaps.

1. Fetch the blog page:

   • WebFetch <website>/blog — extract all visible post titles, dates, categories, authors
   • If no /blog, try /resources, /insights, /news, /articles
   • Note: Many sites are JS-rendered. If WebFetch returns empty content, fall back to WebSearch: site:<website> blog

2. Catalog content types:

   • Product updates / changelogs
   • Comparison / "vs" / "alternative" pages
   • How-to guides / tutorials
   • Case studies / customer stories
   • Thought leadership / opinions
   • Industry reports / data
   • SEO-optimized list posts ("Best X tools for Y")

3. Assess content strategy:

   • Publishing frequency (daily/weekly/monthly/sporadic)
   • Author diversity (one person vs. team vs. guest contributors)
   • Content depth (shallow SEO vs. deep expertise)
   • Funnel coverage (top/mid/bottom)
   • Downloadable assets (ebooks, whitepapers, calculators)
   • Video content (embedded, YouTube channel)

4. Check for comparison/vs pages:

   • WebSearch: site:<website> vs OR alternative OR compare
   • Catalog which competitors they compare against
   • Note which competitors are MISSING from their comparison content

2B. Founder/Exec LinkedIn Activity

Goal: Understand founder thought leadership presence, posting frequency, engagement, topics.

Requires: Founder LinkedIn profile URLs. If not provided, search: "<founder name>" LinkedIn <company>

1. Scrape recent posts:

   python3 skills/linkedin-profile-post-scraper/scripts/scrape_linkedin_posts.py \
     --profiles "<comma-separated LinkedIn URLs>" \
     --max-posts 20 --days 90 --output json
   

2. Analyze the posts:

   • Posting frequency (daily/weekly/monthly/rarely)
   • Content type breakdown: original posts vs. reposts vs. articles
   • Topics covered (product, industry, personal, hiring, culture)
   • Average engagement (likes, comments, shares)
   • Top-performing posts and why they worked
   • Whether they engage in comments (reply to commenters)

3. Assess thought leadership posture:

   • Are founders positioned as industry voices or just company operators?
   • Is there a personal brand beyond the company?
   • Are they engaging with industry influencers?

2C. SEO & Web Traffic

Goal: Estimate traffic, identify traffic sources, assess SEO investment level.

1. Get traffic data:

   • WebSearch: <website> traffic site visitors similarweb
   • WebFetch: https://www.similarweb.com/website/<domain>/ (may or may not return data)
   • Look for: monthly visits, bounce rate, pages/visit, traffic sources, top countries

2. Assess keyword strategy:

   • WebSearch: site:<website> to see indexed pages
   • Check for programmatic SEO (template pages like "find [role] in [city]")
   • Check for competitor keyword targeting ("alternative to X", "X vs Y")
   • Identify keywords they likely rank for based on blog content

3. Check for paid advertising:

   • WebSearch: <company name> and <category> tool — note if ads appear
   • Look for Google Ads, LinkedIn Ads, or Facebook Pixel on their site

4. Assess SEO maturity:

   • Content volume (how many blog posts / pages)
   • Keyword sophistication (broad terms vs. long-tail vs. competitor terms)
   • Programmatic SEO presence
   • Backlink signals (guest posts, press mentions, directory listings)

2D. Hiring & Team Signals

Goal: Understand team composition, growth trajectory, and strategic priorities from hiring patterns.

1. Check careers page:

   • WebFetch: <website>/careers or <website>/jobs
   • If JS-rendered, WebSearch: <company> careers open positions <current year>
   • Also check: Glassdoor, LinkedIn Jobs, Greenhouse (boards.greenhouse.io/<company>), Lever (jobs.lever.co/<company>)

2. Catalog open roles by department:

   • Engineering (what kind — ML, backend, frontend, infra, data)
   • Product / Design
   • Sales / Business Development
   • Marketing / Content / Growth
   • Customer Success / Support
   • Operations / Finance / People
   • Recruiting (hiring recruiters = aggressive growth mode)

3. Interpret the signals:

   • Heavy engineering hiring = product-led, building moat
   • First sales hires = transitioning from PLG to sales-assisted
   • Marketing hires = investing in brand/demand gen
   • CS hires = customer base growing, retention focus
   • Recruiting hires = expecting rapid overall headcount growth
   • Senior/VP hires = building leadership layer, moving upmarket

4. Note key people:

   • Recent senior hires (VP+) and their backgrounds
   • Team size and growth trajectory
   • Notable talent signals (where are they hiring from?)

2E. Social Media & Community Presence

Goal: Map their presence and activity level across every relevant channel.

1. Twitter/X:

   • WebSearch: <company> Twitter OR X.com
   • Find their handle, follower count, posting frequency
   • What do they post? (Product updates, industry commentary, engagement with community)

2. Reddit:

   • WebSearch: "<company name>" OR "<product name>" site:reddit.com
   • What are people saying? Positive/negative/neutral?
   • Is the company team actively engaging in threads?

3. YouTube:

   • WebSearch: <company> OR <product> YouTube channel
   • Do they have a channel? How many subscribers? What content?
   • Are there third-party reviews/tutorials?

4. Product Hunt:

   • WebSearch: <company> OR <product> site:producthunt.com
   • Did they launch? When? How did it perform?

5. Slack/Discord Communities:

   • WebSearch: <company> community Slack OR Discord
   • Do they run their own community? Are they active in industry communities?

6. Overall assessment: Rate each channel as Active / Present but Inactive / Absent

2F. Customer Acquisition & Reviews

Goal: Understand how they get customers and what customers think.

1. Review sites:

   • WebSearch: <company> OR <product> review G2 Capterra <current year>
   • WebFetch G2/Capterra pages if URLs are findable
   • Note: rating, review count, common praise, common complaints
   • Optional: use review-scraper skill for detailed extraction

2. Customer logos and case studies:

   • WebFetch: <website>/customers or <website>/case-studies
   • WebSearch: <company> case study OR testimonial OR customer story
   • Note which customer segments they showcase

3. Partnerships and integrations:

   • WebFetch: <website>/integrations or <website>/partners
   • WebSearch: <company> partner program OR integration marketplace
   • Note: ATS/CRM integrations, reseller programs, co-marketing partnerships

4. Referral/affiliate programs:

   • WebSearch: <company> referral program OR affiliate program
   • Check website footer/navigation for referral links

5. Paid advertising signals:

   • Check for Facebook Pixel, Google Ads tags on their site
   • Search their brand + category terms and note if ads appear

2G. Podcast & Speaking Appearances

Goal: Understand their earned media and thought leadership distribution.

1. Search for podcast appearances:

   • WebSearch: "<founder name>" podcast interview <company>
   • WebSearch: <company> OR <product> podcast
   • Catalog: podcast name, host, topic, date

2. Search for conference appearances:

   • WebSearch: "<founder name>" speaker conference <current year>
   • WebSearch: <company> conference talk OR keynote OR panel

3. Search for press coverage:

   • WebSearch: <company> TechCrunch OR Forbes OR Bloomberg OR news
   • Note: Is coverage only around funding rounds, or sustained?

4. Analyst coverage:

   • WebSearch: <company> Gartner OR Forrester OR "Josh Bersin" OR analyst
   • Are they in any industry analyst reports or evaluations?

Phase 3: Synthesize & Score

After all data collection completes, synthesize into a structured analysis.

3A. Channel-by-Channel Scorecard

Rate each GTM dimension:

3B. Identify White Space

For each dimension graded C or below, document:

• What specifically is missing
• Why it matters for their stage/market
• How large the opportunity is (High/Medium/Low impact)
• How hard it would be to address (Low/Medium/High effort)

3C. Competitive Positioning Map

Document:

• How they position themselves (tagline, value props, key differentiators)
• Which competitors they actively compare against
• Which competitors they DON'T compare against (gaps)
• Their pricing strategy relative to alternatives

Phase 4: Generate Output

Save the report to clients/<client>/research/current-gtm-analysis.md using this structure:

# <Company Name> — Comprehensive GTM & Market Presence Analysis

**Date:** <YYYY-MM-DD>
**Purpose:** Understand what <Company> is currently doing across all GTM dimensions
to identify white space for new strategies.
**Sources:** <list sources used>

---

## Executive Summary

<3-5 sentence overview. What is the company's primary GTM motion? What are they
doing well? What are the biggest gaps? What is the single most important finding?>

---

## 1. Blog & Content Strategy

### What They Publish
<Content catalog — types, topics, frequency, authors>

### Content Strategy Assessment
**Strengths:** <what's working>
**Weaknesses / White Space:** <what's missing>

---

## 2. Founder LinkedIn Activity

### <Founder Name> (Title)
**Posting frequency:** <X posts/month>
**Top post:** <title, engagement, date>
**Assessment:** <thought leadership posture>

---

## 3. SEO & Web Traffic

### Traffic Data
<Monthly visits, traffic sources, key metrics>

### SEO Strategy Assessment
<What they're doing, what's missing, programmatic SEO assessment>

---

## 4. Hiring & Team Signals

### Current State
<Team size, open roles by department>

### Key Hires
<Recent notable hires and what they signal>

### Strategic Implications
<What the hiring pattern tells us about their priorities>

---

## 5. Social Media & Community Presence

| Platform | Activity Level | Assessment |
|----------|---------------|------------|
| LinkedIn | | |
| Twitter/X | | |
| Reddit | | |
| YouTube | | |
| Product Hunt | | |
| Slack/Discord | | |

---

## 6. Podcast & Speaking Appearances

<Table of podcast appearances, conference talks, press coverage>

### Assessment
<Coverage level, which audiences they reach, gaps>

---

## 7. Review Sites & Customer Sentiment

### G2 / Capterra / TrustRadius
<Ratings, review counts, key themes>

### Sentiment Summary
**Strengths users report:** <list>
**Weaknesses users report:** <list>

---

## 8. Customer Acquisition Channels

### Currently Using
| Channel | Status | Effectiveness |
|---------|--------|--------------|
| ... | ... | ... |

### Completely Untapped
| Channel | Opportunity Size | Effort |
|---------|-----------------|--------|
| ... | ... | ... |

---

## 9. Competitive Positioning

### How They Position
<Tagline, key differentiators, pricing strategy>

### Comparison Pages
| Competitor | Comparison Exists? | Notes |
|-----------|-------------------|-------|
| ... | Yes/No | ... |

---

## 10. White Space Summary

### Critical White Space (High Impact, Act Now)
1. <Gap description, why it matters, opportunity size>
2. ...

### Significant White Space (Medium Impact, Plan For)
1. ...

### Emerging White Space (Time-Sensitive)
1. ...

---

## GTM Scorecard

| Dimension | Grade | Biggest Opportunity |
|-----------|-------|---------------------|
| Product-Led Growth | | |
| SEO / Content | | |
| Social Proof / Case Studies | | |
| Pricing Strategy | | |
| Review Sites | | |
| Founder Thought Leadership | | |
| Paid Advertising | | |
| Conference Presence | | |
| Analyst Relations | | |
| Partner Programs | | |
| Community Engagement | | |
| Video / YouTube | | |
| Enterprise Sales | | |
| Compliance Marketing | | |
| International | | |

Tips

• Parallelize aggressively. Phases 2A through 2G are all independent — run them simultaneously to minimize total research time. Use background agents or parallel tool calls wherever possible.

• JS-rendered sites are common. If WebFetch returns mostly CSS/JS without content, fall back to WebSearch with site:<domain> queries to discover pages.

• Don't guess — flag unknowns. If you can't verify something (e.g., exact G2 rating), say "[NEEDS VERIFICATION]" rather than inventing data.

• Grade relative to stage. A 10-person seed startup doesn't need analyst coverage. A $30M Series A company does. Adjust your grading to what's appropriate for their stage.

• White space ≠ weakness. Not every gap needs to be filled. The most valuable insight is which gaps represent the highest-leverage opportunities given the company's stage, resources, and market.

• Founder LinkedIn is usually the #1 finding. Almost every company underinvests in founder thought leadership. If the founder has a compelling story and isn't posting regularly, this is almost always the highest-ROI recommendation.

• Check existing client workspace first. If clients/<client>/ already has research, intelligence reports, or strategy docs, read them before re-researching. Build on existing knowledge.

Dependencies

• APIFY_API_TOKEN env var — for LinkedIn profile post scraping
• requests (Python) — for LinkedIn scraper script
• Web search and web fetch capabilities — for all other research
• Optional: review-scraper skill for detailed G2/Capterra extraction
• Optional: blog-scraper skill for RSS-based blog analysis