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CLAUDE.md

This file provides guidance to Claude Code (claude.ai/code) when working with code in this repository.

🚨 CRITICAL: Follow Root CLAUDE.md

IMPORTANT: This directory is part of the main company-docs repository. All instructions in the root CLAUDE.md file (particularly branch management rules) apply here. Key reminder: - ALWAYS work on docs-adithi branch - Never on main - NEVER create new branches - Only use existing branches - Follow all git workflow rules from root CLAUDE.md

Repository Context

This is the docs-adithi subdirectory within the company-docs MkDocs project, specifically focused on Sales & Marketing documentation for a CRM SaaS startup. It follows a phased implementation approach as outlined in plan-copy.md.

Essential Commands

Local Development (from repository root)

# Navigate to repository root first
cd ../..

# Install dependencies (if not already done)
pip install mkdocs-material pymdown-extensions

# Run local development server
mkdocs serve  # View at http://localhost:8000

# Build static site
mkdocs build

Working in this Directory

# Always ensure you're on the correct branch
git checkout docs-adithi

# When making changes in this directory
git add docs/docs-adithi/
git commit -m "Update sales/marketing documentation"
git push origin docs-adithi

Directory Structure

Current Implementation

docs-adithi/
├── marketing-repository/          # Marketing-specific content
│   ├── Market-Research-Insights/ # Personas and target lists
│   ├── Branding-Assets/          # Brand guidelines and messaging
│   ├── Campaigns/                # Campaign templates
│   ├── Content-Library/          # Content templates
│   ├── Digital-Marketing/        # Email, SEO, automation
│   └── Partnerships-PR/          # External relationships
├── sales-repository/             # Sales-specific content
│   ├── Sales-Enablement/         # All sales tools and materials
│   └── legal-compliance/         # Legal documents
├── marketing-sales-repo/         # Shared cross-functional resources
│   ├── Analytics-Reporting/      # KPIs and dashboards
│   ├── Strategy-Planning/        # QBRs and strategic docs
│   ├── Team-Resources/           # SOPs and procedures
│   └── Tools-Technology/         # MarTech documentation
├── strategy/                      # Strategic planning documents
│   ├── MCP-use-cases.md         # MCP server use cases
│   └── thought-lead-adi.md       # Thought leadership
├── discovery-calls/              # Discovery call documentation
├── spec-docs/                    # Specifications and governance
│   └── constitution.md           # Documentation constitution
├── COMPANY_INFO.md               # Master company information
├── plan-copy.md                  # 4-phase implementation plan
├── CLAUDE.md                     # This file
└── Log.md                        # Complete activity log

Comprehensive Repository Blueprint

Marketing & Sales Repository
│
├── 📊 Strategy & Planning
│   ├── Annual Marketing Plan
│   ├── Quarterly Business Reviews (QBRs)
│   ├── Sales Playbooks
│   ├── Budget & Forecasts
│   └── KPIs & Dashboards
│
├── 🎨 Branding & Assets
│   ├── Brand Guidelines
│   ├── Logo & Templates
│   ├── Messaging Frameworks
│   └── Voice & Tone Guide
│
├── 📈 Digital Marketing
│   ├── SEO Strategy & Keywords
│   ├── SEM/PPC Campaigns
│   ├── Marketing Automation Workflows
│   └── Email Marketing Suite
│
├── 🚀 Campaigns
│   ├── Campaign Calendar
│   ├── Campaign Briefs
│   ├── Landing Pages & Email Templates
│   └── A/B Testing Results
│
├── 📝 Content Library
│   ├── Content Calendar
│   ├── Blogs & Articles
│   ├── Whitepapers & Case Studies
│   ├── Social Media Assets
│   └── Videos & Webinars
│
├── 💼 Sales Enablement
│   ├── Lead Scoring Models
│   ├── Pitch Decks
│   ├── One-Pagers & Brochures
│   ├── Objection Handling Guides
│   ├── Competitive Intelligence
│   ├── ROI Calculators
│   └── Proposal & Contract Templates
│
├── 🔍 Market Research & Insights
│   ├── Buyer Personas
│   ├── Customer Journey Maps
│   ├── Voice of Customer Data
│   ├── Competitor Analysis
│   └── Win/Loss Analysis
│
├── 📊 Analytics & Reporting
│   ├── Dashboard Templates
│   ├── Attribution Models
│   ├── Monthly/Quarterly Reports
│   └── Marketing Metrics Dictionary
│
└── 🛠️ Tools & Technology
    ├── MarTech Stack Documentation
    ├── Integration Guides
    └── Vendor Contracts

4-Phase Implementation Strategy

Implementation Timeline

Phase Duration Focus Area Documents Status
Phase 1 Weeks 1-2 Foundation 8 docs ✅ COMPLETE
Phase 2 Weeks 3-4 Sales Enablement 8 docs ✅ COMPLETE
Phase 3 Weeks 5-6 Marketing Content 12 docs ✅ COMPLETE
Phase 4 Weeks 7-8 Analytics & Operations 8 docs ✅ COMPLETE

Total: 8 weeks | 48+ core documents | 100% Complete

Strategic Implementation Logic

1. Revenue First Approach

Start with documents that directly impact sales (personas, battle cards, pricing). Every day without these costs potential revenue.

2. Build on Foundation

Each phase uses previous phase outputs. No orphaned documents or inconsistent messaging.

3. Crawl-Walk-Run Progression

  • Crawl: Basic selling tools (Phase 1)
  • Walk: Advanced selling processes (Phase 2)
  • Run: Marketing support & automation (Phase 3)
  • Optimize: Measurement & improvement (Phase 4)

4. Resource Efficiency

  • 2-week sprints allow for feedback and iteration
  • Teams can absorb and implement changes gradually
  • Prevents overwhelming sales and marketing teams

5. Quick Wins

  • Sales can start using Phase 1 immediately
  • Each phase delivers standalone value
  • ROI visible within first month

Current Implementation Status

✅ ALL PHASES COMPLETE (100% Implementation)

Total Documents Created: 48+ comprehensive sales and marketing documents across all repositories

Phase 1: Foundation ✅ COMPLETE

Timeline: Weeks 1-2 | Impact: Immediate revenue enablement

Documents Created: - Buyer Personas: 8 personas (Enterprise Decision Maker, SMB Champion, Technical Evaluator, plus 5 industry-specific) - Messaging Framework: Core value propositions and positioning (MKT-MSG-core-framework.md) - Battle Cards: Competitive intelligence for Salesforce, HubSpot, Pipedrive - Pricing & ROI: Pricing sheet with ROI calculator - Target Lists: 500 companies database (CSV/XLSX)

Why First: Can't sell effectively without knowing WHO you're selling to, WHAT to say, HOW to compete, and pricing

Phase 2: Sales Enablement ✅ COMPLETE

Timeline: Weeks 3-4 | Impact: Standardized sales process, 50% faster rep ramp

Documents Created in sales-repository/: - Master Pitch Deck (SAL-PITCH-master-deck.md) - 20 slides - Sales Playbook - 7 stage process with MEDDPICC (SAL-PLAYBOOK-seven-stage.md) - Product One-Pagers (SAL-PRODUCT-one-pagers.md) - Proposal & Contract Templates (SAL-PROPOSAL-contract-templates.md) - Discovery Question Bank (SAL-DISCOVERY-question-bank.md) - 250+ questions - Demo Scripts (SAL-DEMO-all-personas.md) - Objection Handling Guide (SAL-OBJECTION-handling-guide.md) - Follow-up Email Templates (SAL-EMAIL-follow-up.md)

Dependencies: Built on Phase 1 messaging, personas, and pricing

Phase 3: Marketing Content ✅ COMPLETE

Timeline: Weeks 5-6 | Impact: 3x MQL increase, 40% pipeline from marketing

Documents Created in marketing-repository/: - Case Studies (3): Enterprise ($8.2M growth), SMB (230% growth), Healthcare (65% efficiency) - Content Calendar Template (MKT-CONTENT-calendar-template.md) - Email Nurture Sequences (MKT-CAMPAIGN-nurture-sequences.md) - 5-7 campaigns - Landing Page Templates (MKT-LANDING-copy-templates.md) - Blog Templates (MKT-BLOG-post-templates.md) - 5 types - Whitepaper Outlines (MKT-WP-outline-template.md) - Social Media Templates (MKT-SOCIAL-post-templates.md) - 30+ posts - Email Marketing Suite (playbook, strategy, infrastructure) - Webinar Framework (MKT-WEBINAR-planning-framework.md)

Dependencies: Validates Phase 2 claims, follows sales process stages

Phase 4: Analytics & Operations ✅ COMPLETE

Timeline: Weeks 7-8 | Impact: 95% forecast accuracy, 20% productivity improvement

Documents Created in marketing-sales-repo/: - KPI Dashboard Templates (OPS-KPI-dashboard-templates.md) - 8 dashboards - Lead Scoring Model (OPS-PROCESS-lead-scoring.md) - 100-point framework - Standard Operating Procedures (OPS-SOP-general-procedures.md) - MarTech Stack Documentation (OPS-TECH-martech-stack.md) - 25+ integrations - Attribution Models (OPS-REPORT-attribution-model.md) - 5 models - Campaign Performance Reporting (OPS-REPORT-campaign-performance.md) - Reporting Cadence (OPS-PROCESS-reporting-cadence.md) - QBR Templates (OPS-STRATEGY-qbr-templates.md)

Dependencies: Measures and optimizes all prior phases

Success Metrics by Phase

Phase 1 Success Indicators

  • Battle cards actively used in competitive deals
  • Consistent messaging across all touchpoints
  • Pricing conversations backed by ROI data
  • Personas guide all sales interactions

Phase 2 Success Indicators

  • 100% pitch deck adoption by sales team
  • 50% reduction in new rep ramp time (6 months → 3 months)
  • Higher win rates through consistent execution
  • Reduced time creating custom materials

Phase 3 Success Indicators

  • 3x increase in Marketing Qualified Leads (MQLs)
  • 40% of pipeline sourced from marketing
  • Improved brand awareness and thought leadership
  • Automated nurturing to sales-ready status

Phase 4 Success Indicators

  • 95% forecast accuracy achieved
  • 20% productivity improvement measured
  • Data-driven decision making standard
  • Continuous improvement cycle established

Key Documents

Critical Files for Context

  • COMPANY_INFO.md: 🚨 MASTER SOURCE - Contains all official company information, contact details, metrics, and branding. ALWAYS consult this file before creating or updating any content
  • constitution.md: Documentation governance and standards
  • Log.md: Complete project activity log and history

Document Locations Across Repositories

  • sales-repository/: Sales enablement materials, battle cards, playbooks
  • marketing-repository/: Marketing content, campaigns, digital assets, personas
  • marketing-sales-repo/: Shared analytics, operations, strategy docs
  • strategy/: Strategic planning and thought leadership
  • discovery-calls/: Customer discovery documentation

Core Documents Checklist

Essential Sales Documents ✅

  • Master Pitch Deck
  • Sales Playbook (7-stage process)
  • Discovery Question Bank (250+ questions)
  • Demo Scripts (all personas)
  • Objection Handling Guide
  • Product One-Pagers
  • Proposal & Contract Templates
  • Battle Cards (Salesforce, HubSpot, Pipedrive)
  • ROI Calculator
  • Pricing Sheet

Essential Marketing Documents ✅

  • Buyer Personas (8 personas)
  • Messaging Framework
  • Case Studies (Enterprise, SMB, Healthcare)
  • Content Calendar Template
  • Email Nurture Sequences
  • Landing Page Templates
  • Blog Post Templates
  • Social Media Templates
  • Email Marketing Suite
  • Webinar Framework

Essential Operations Documents ✅

  • KPI Dashboard Templates
  • Lead Scoring Model
  • Attribution Models
  • Campaign Performance Templates
  • Standard Operating Procedures
  • MarTech Stack Documentation
  • QBR Templates
  • Reporting Cadence Guide

Maintenance Schedule

Weekly Tasks

  • Update campaign performance data
  • Review and respond to sales feedback
  • Monitor competitor updates

Monthly Tasks

  • Update content calendar
  • Review lead scoring accuracy
  • Refresh competitive battle cards
  • Update KPI dashboards

Quarterly Tasks

  • Full persona review and updates
  • Messaging framework refinement
  • Win/loss analysis review
  • QBR preparation and documentation
  • Constitution review (if applicable)

Annual Tasks

  • Complete repository audit
  • Major reorganization if needed
  • Archive outdated materials
  • Strategic plan refresh

File Naming Convention

Standard Format

All files MUST follow this naming pattern: 

[PREFIX]-[DOCTYPE]-[SUBJECT]-[VARIANT].md

Component Definitions

PREFIX (Department/Area Code)

  • SAL - Sales materials
  • MKT - Marketing materials
  • OPS - Operations/shared resources
  • LEG - Legal and compliance

DOCTYPE (Document Type)

Sales Types: - BTLCRD - Battle card - PITCH - Pitch deck/presentation - DEMO - Demo script - PLAYBOOK - Sales playbook - OBJECTION - Objection handling - DISCOVERY - Discovery questions - PROPOSAL - Proposal template - PRICING - Pricing documentation - PRODUCT - Product documentation - EMAIL - Email template - KB - Knowledge base

Marketing Types: - PERSONA - Buyer persona - CASE - Case study - BLOG - Blog template - WP - Whitepaper - CAMPAIGN - Campaign materials - CONTENT - Content template - SOCIAL - Social media - LANDING - Landing page - WEBINAR - Webinar materials - MSG - Messaging framework - BRAND - Branding materials

Operations Types: - KPI - Key performance indicators - REPORT - Reporting templates - PROCESS - Process documentation - SOP - Standard operating procedures - TECH - Technology documentation - STRATEGY - Strategic planning

SUBJECT (Topic Description)

  • Use 1-3 words separated by hyphens
  • Keep it descriptive but brief
  • Examples: roi-calc, nurture-sequence, q4-review

VARIANT (Optional Specifier)

  • Competitor names: salesforce, hubspot, pipedrive
  • Segments: enterprise, smb, midmarket
  • Regions: na, emea, apac

Naming Examples

  • SAL-BTLCRD-competitive-salesforce.md (Salesforce battle card)
  • SAL-PITCH-master-deck.md (Master pitch deck)
  • MKT-PERSONA-buyer-enterprise-dm.md (Enterprise decision maker persona)
  • OPS-KPI-dashboard-templates.md (KPI dashboard templates)

File Renaming Reference Map

When renaming existing files to follow the convention, use these mappings:

Key Sales Files: - battle-card-[competitor].md → SAL-BTLCRD-competitive-[competitor].md - master-pitch-deck.md → SAL-PITCH-master-deck.md - sales-playbook-7stage.md → SAL-PLAYBOOK-seven-stage.md - discovery-question-bank.md → SAL-DISCOVERY-question-bank.md - objection-handling-guide.md → SAL-OBJECTION-handling-guide.md

Key Marketing Files: - buyer-persona-[type].md → MKT-PERSONA-buyer-[type].md - case-study-[client].md → MKT-CASE-study-[abbreviated].md - email-nurture-sequences.md → MKT-CAMPAIGN-nurture-sequences.md - content-calendar-template.md → MKT-CONTENT-calendar-template.md

Key Operations Files: - kpi-dashboard-templates.md → OPS-KPI-dashboard-templates.md - lead-scoring-model.md → OPS-PROCESS-lead-scoring.md - martech-stack-documentation.md → OPS-TECH-martech-stack.md

Working Guidelines

When Adding Sales/Marketing Content

  1. Follow the phased approach in plan-copy.md
  2. Place documents in appropriate subdirectories within marketing-sales-repo/
  3. ALWAYS use the file naming convention above (PREFIX-DOCTYPE-SUBJECT-VARIANT.md)
  4. Include metadata headers in documents (date, version, owner)
  5. Cross-reference related documents

Content Standards

  • Use Markdown formatting consistently
  • Include tables for structured data
  • Add checklists for actionable items
  • Use emoji sparingly and only for section headers
  • Keep documents focused and actionable
  • IMPORTANT: Always reference COMPANY_INFO.md for:
  • Company name, product names, contact information
  • Pricing details and tiers
  • Leadership names and titles
  • Customer metrics and case studies
  • Brand colors, fonts, and messaging
  • Legal entity names and compliance certifications

Integration with Main Docs

To add sales/marketing pages to the main site navigation: 1. Edit the root mkdocs.yml 2. Add entries under appropriate nav sections 3. Reference files with path: docs-adithi/marketing-sales-repo/[file].md

Example: 

nav:
  - Sales & Marketing:
    - Overview: docs-adithi/index.md
    - Repository Guide: docs-adithi/sales-repo-guide.md
    - Implementation Plan: docs-adithi/plan-copy.md

Common Tasks

Adding a New Sales Document

# Navigate to appropriate directory
cd marketing-sales-repo/Sales-Enablement/

# Create new document
# Follow naming convention and include proper headers

# Update README.md in the category folder if it exists

Creating a Marketing Campaign

# Use the Campaigns/ directory
cd marketing-sales-repo/Campaigns/

# Create campaign brief following template structure
# Link to related assets in other directories

Updating Buyer Personas

# Edit existing persona files
cd marketing-sales-repo/Market-Research-Insights/

# Update with new insights, maintaining structure
# Reference in dependent documents (pitch decks, etc.)

Important Notes

  1. Company Information Consistency: ALWAYS use COMPANY_INFO.md as the single source of truth. Never use placeholder data like "CloudCRM", "ACME", dummy phone numbers (1-800-XXX-XXXX), or generic emails (@example.com). If information is missing from COMPANY_INFO.md, flag it rather than using dummy data.

  2. Document Dependencies: Many documents reference each other. When updating foundational documents (personas, messaging), check for dependent materials that may need updates.

  3. Version Control: This is a living documentation set. Track major changes in Log.md for team awareness.

  4. Collaboration: This directory is specifically for Adithi's work on sales/marketing documentation. Coordinate with other team members working in parallel directories (docs-bala, docs-pramoth).

  5. Phase Discipline: All phases are now complete. Focus on maintaining and improving existing documentation.

  6. Practical Focus: All documents should be immediately actionable by sales/marketing teams. Avoid theoretical or overly academic content.

  7. Data Accuracy: When creating examples or case studies:

  8. Use realistic but clearly marked as example data
  9. Never mix real company info with fictional examples
  10. Clearly label all examples as "[EXAMPLE]" or "[SAMPLE]"
  11. For actual metrics, only use data from COMPANY_INFO.md or mark as "[TO BE PROVIDED]"