Rath Revenue Marketing

---
name: rath-revenue-marketing
description: "Build or audit a B2B revenue marketing plan using Tim Rath's public integration of Revenue Operations, Organic Growth, and Paid Growth. Use for pipeline strategy, growth bottleneck diagnosis, demand generation, and coordinated marketing and sales measurement."
---

# Rath Revenue Marketing

Based on Tim Rath's public method. Not affiliated with or endorsed by Tim Rath.

## When to use

Use this skill when a B2B SaaS or technology team needs a revenue marketing concept, a growth audit, or a coordinated plan across marketing, sales, and customer success. It is especially useful when paid acquisition has stalled, content gets attention without commercial progress, or CRM data cannot explain where valuable customers originate.

The governing model is Revenue Marketing = Revenue Operations + Organic Growth + Paid Growth. Treat the components as a connected operating system. The deliverable is a revenue marketing plan that identifies the limiting constraint, explains how the disciplines reinforce each other, and assigns measurable actions to accountable owners.

Read the evidence boundary in [references/method.md](references/method.md) before applying the method. The public material supports the principles; the package supplies practical planning conventions. Distinguish published claims, client facts, assumptions, and your recommendations. The framework does not imply equal budget allocation, guaranteed revenue, or replacement of capable internal specialists.

## Procedure

1. **Frame the commercial assignment.** Follow the intake guidance in [templates/output-template.md](templates/output-template.md). Record the business model, market, growth stage, sales or product motion, target period, available capacity, and desired outcome. Ask only for missing facts that change the diagnosis; mark unresolved inputs explicitly.

2. **Establish the evidence boundary.** Consult [references/sources.md](references/sources.md) to understand what was actually fetched. Use Rath's post for the formula and YOYABA's material for supporting practices. Do not describe a podcast index as a listened-to episode or case-study results as independently verified benchmarks.

3. **Define shared success.** Apply the metric contract in [references/method.md](references/method.md). Agree what qualified pipeline, closed revenue, and acquisition efficiency mean for this business. Specify denominators, cohort windows, and reporting owners before comparing channels or declaring improvement.

4. **Inspect the revenue system.** Use the Revenue Operations guidance in [references/method.md](references/method.md) to examine lifecycle stages, ownership, data quality, source capture, sales follow-up, and product or billing synchronization. Identify where the journey becomes unobservable or buyers fail to progress.

5. **Understand buyers and demand.** Follow the buyer research rules in [references/method.md](references/method.md). Establish the ICP, buying roles, pains, objections, existing search demand, and places where buyers learn. Translate those findings into Demand Creation, Demand Capture, and Demand Conversion opportunities.

6. **Diagnose the binding constraint.** Use the decision table in [references/method.md](references/method.md). Explain why the leading constraint is operational friction, insufficient demand, poor capture, weak conversion, or unfavorable economics. Separate missing evidence from evidence of failure, and preserve activities already producing valuable outcomes.

7. **Design the organic contribution.** Apply the Organic Growth rules in [references/method.md](references/method.md). Select educational, evaluation, and proof assets around buyer needs. Include technical or conversion repairs where necessary. State how each asset will be discovered and how it supports a commercial next step.

8. **Design the paid contribution.** Apply the Paid Growth rules in [references/method.md](references/method.md). Match channels, creative, and offers to buyer readiness and unit economics. Amplify useful content and capture existing intent. Choose a bounded experiment instead of expanding everywhere at once.

9. **Connect execution and measurement.** Fill the integration and attribution fields in [templates/output-template.md](templates/output-template.md). Trace one buyer insight through organic content, paid distribution, conversion, CRM, and sales or product activation. Assign an owner to each handoff and record attribution limitations.

10. **Sequence the roadmap.** Use the worked illustrations in [examples/worked-examples.md](examples/worked-examples.md) to distinguish a coordinated plan from a channel shopping list. Put prerequisites before dependent spending. Define budget caps, milestones, observation windows, and explicit continue, change, or stop conditions.

11. **Review and deliver.** Complete [checklists/review-checklist.md](checklists/review-checklist.md), then return the filled [templates/output-template.md](templates/output-template.md). Repair failures or mark unresolved dependencies. Report the expected mechanism and evidence needed to validate it; keep hypothetical forecasts separate from observed results.

## Files in this skill

- [SLUG.txt](SLUG.txt): Canonical package identifier for naming and installation.
- [SKILL.md](SKILL.md): Entry point, usage scope, and ordered workflow.
- [references/method.md](references/method.md): Sourced principles, decision rules, operational guidance, and edge cases.
- [references/sources.md](references/sources.md): Numbered public sources, fetch provenance, and contributions.
- [examples/worked-examples.md](examples/worked-examples.md): Invented before-and-after illustrations with rule explanations.
- [templates/output-template.md](templates/output-template.md): Fill-in revenue marketing plan with field guidance.
- [checklists/review-checklist.md](checklists/review-checklist.md): Pass/fail quality gates and failure repairs.