Playbook — Marketing, Product & GTM
Your job: sharpen what we sell, prove why FCR's platforms matter, and feed the top of the funnel. The platform gives you the category intelligence and the listings engine behind GTM.
What you get
| Area | Where |
|---|---|
| Keyword knowledge base | The 8-source KEYWORD_INTELLIGENCE + the normalisation pipeline + what-customers-care-about — see ../../keyword-kb-structure.md, ../../keyword-kb-pipeline.md |
| Category intelligence | benchmarks, top keywords, cross-headings, services benchmark, review priorities per category |
| Product portfolio | the canonical price list (fcr-products.js) the advisor quotes; how to update it in ../../data-feeds-and-knowledge.md |
| Company knowledge base | fcrmedia.ie + saymore.ie crawl + case studies → fcr-company-knowledge; how to add content |
| AI grounding story | GP + GetLocal crawler/citation data (Bing Copilot citations, OpenAI/Amazon dominance) — the auditable "Google/AI already chose your listing" pitch |
| Area / audience | CSO demographics + purchasing power + FB/IG reachable audience (manual) for territory planning |
| AI Max readiness | the migration audit tool — DSA auto-migration, weak-QS keywords |
The GTM engine — listings & place_id (the big lever)
The funnel hinges on linking businesses to FCR via place_id and keeping the
prospect listing graph fresh. This is GTM-central and still being nailed:
extending past the ~14K currently linked, and the link/refresh process.
See ../../prospect-listings-refresh-plan.md
and the subscriber-id bridges in ../../bigquery-and-sync.md §5.
What's new since the v1 deck
- The keyword KB normalisation pipeline (normalized_category / intent / fcr-client / source_type).
- The customer-site index (MegaDoc →
fcr-site-portfolio) powering "similar clients" proof. - FB/IG reach integrated into prospect intel + the area map.
Reminder: FCR internal data is ~3–5% of the market — never overstate gaps from internal-only data.
FCR Dashboard documentation · generated from docs/ · keep counts verified, not guessed.