They leave artifacts a team can run — not a deck that dies in Drive.
What does a marketing consultant do, if you ignore the hours and look at the files? They produce a stack: positioning, messaging, ICP and personas, a GTM plan, a sitemap that matches the story, and sales tools. This is the consultant deliverable index for the cluster. If a retainer does not name these, you are buying opinions.
A serious engagement leaves documents a new PMM can pick up. Workshops without a written output are entertainment.
| Artifact | Job |
|---|---|
| Positioning statement | Internal frame |
| Value proposition | Buyer-facing promise |
| Messaging map | Talk track + proof |
| ICP + personas | Who to sell to |
| Competitive notes / battlecards | How to win the bake-off |
| GTM plan | 90-day motion |
| Sitemap / IA | Site matches the story |
| Workshop output | Decisions, not vibes |
If it is not a named file, it will not exist at the end.
The templates in this cluster are the worksheets. The consultant should fill them, not invent a new format.
A blank template is not a deliverable. A filled Scribe-style example is.
Only if it is a named artifact. “We aligned on strategy” is not a file.
An agent can draft from a skill. A human still signs the proof and the alternative. That is the Metaflow handoff.