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.