Audit a live funnel in two layers — awareness (do collected hooks, messaging, and proof earn attention?) and lead capture (do collected opt-ins convert attention into leads?) — on collected data only, ending in a provenance-linted fix list routed to owning skills.

Scope boundary vs /kai-cro: /kai-cro runs the 5-layer conversion stack (technical, traffic, offer, design, copy) on ONE page or flow, in depth. This skill audits the FULL awareness-to-lead path across surfaces — ads, organic posts, entry pages, opt-ins, lead magnets, phone path — and finds where the flow breaks between them. When a single page needs deep conversion work, this skill flags it and hands off to /kai-cro; it never re-runs the 5-layer stack itself. /kai-audit (full marketing audit) and /kai-seo-audit are wider still; hand off there when the problem is not the funnel.

Phase 0: Load Product Context

Check if MARKETING.md exists in the project root (same directory as CLAUDE.md, README.md, package.json).

If it exists: Read it — skip product discovery questions. It has the product name, ICP, value prop, monetization, brand voice, current channels, and competitive landscape.

If it does NOT exist: Auto-explore the codebase to create it in the project root (next to CLAUDE.md). Do NOT ask the user what the product is. Read CLAUDE.md, README.md, PROJECT.md, package.json, landing pages, and any project files. Search for email/ad/analytics config. Then create MARKETING.md using the template from /kai-email-system. Present draft to user for confirmation.

Then load the framework sources this skill runs on:

knowledge/people/alex-hormozi-knowledge.md — sections "The Value Equation", "$100M Leads: The Lead Generation System" (Core Four, Lead Magnet Framework), and "Content Strategy: Give Away Everything"
knowledge/playbooks/conversion-rate-optimization.md
knowledge/playbooks/funnel-hack-offer-architecture.md — source-evidence standard, mechanics-vs-taste separation, A/B hypothesis template
knowledge/checklists/cro-audit-checklist.md — reuse its per-element checks; do not restate them

kai-funnel-audit

Phase 0: Load Product Context

Phase 1: Provenance Setup (before any finding is written)