# Optional context files

Add these only when a workflow needs them (research, outreach, content review). Split into three files in `martech-context/`, each with the standard header (owner, status, version, review_by). The other skills in this pack do not require them.

## customer-fit.md

```markdown
## Fit for <offer>
Positive evidence:
- <observable condition, for example uses a supported CRM and has a named operations owner>
- <specific problem the offer solves>
Exclusions:
- <condition that disqualifies regardless of fit>
Unknown evidence: label unknown and state what would resolve it.
<Single attribute, for example company size> alone: insufficient to classify.
Research evidence: needs a source and an observation date. An old job post is not proof a tool is still in use.
Fit is not intent: a good fit with no current need gets a different next step.
```

## playbooks.md

```markdown
## <Playbook name>
Trigger: <event and condition>
Check first: <data freshness, current status, open issues>
If data is stale: stop and report the freshness problem.
If <condition>: <route or exclude>
Otherwise: prepare <action> for review.
Output: <ID, evidence, recommended action, reason>
Completion states: proposed | approved | executed. A proposal is never recorded as executed.
Idempotency: <how to check the action has not already happened before repeating it>
Execution: requires <approval process>
```

Live state (open tickets, current plan, recent sends) is not stored here. The playbook names where to read it and its maximum age, and the check is repeated at the moment of action.

## brand-and-claims.md

```markdown
## Writing principles
<three to five concrete editorial rules>
## Claims
Use only approved capabilities and current offer terms.
Label modelled or fictional examples as such.
No customer result without an approved source.
Missing evidence: qualify the claim or remove it.
Claims owner: <role>. Voice owner: <role>. Factual approval and voice approval are separate.
## Examples
<three approved samples, each with a note on what to keep>
<weak sentence -> improved sentence, with why>
```