| name | marketing-strategy-pmm |
| description | Product marketing skill for positioning, GTM strategy, competitive intelligence, and product launches. Use when the user asks about product positioning, go-to-market planning, competitive analysis, target audience definition, ICP definition, market research, launch plans, or sales enablement. Covers April Dunford positioning, ICP definition, competitive battlecards, launch playbooks, and international market entry. Produces deliverables including positioning statements, battlecard documents, launch plans, and go-to-market strategies. |
| triggers | ["product marketing","PMM","positioning","GTM strategy","go-to-market","competitive analysis","battlecard","product launch","market entry","sales enablement","win loss analysis"] |
Marketing Strategy & PMM
Use this skill for product positioning, ICP definition, GTM strategy, competitive intelligence, launches, sales enablement, and international market entry.
Required Input Contract
Gather or infer:
- Product, category, target market, current positioning, and differentiation.
- ICP, buyer personas, segments, sales cycle, churn, LTV, and adoption evidence.
- Competitors, alternatives, status quo, and source quality.
- Launch tier, timeline, goals, budget, channels, and internal owners.
- Existing assets: messaging, decks, demos, battlecards, case studies, pricing, research.
- Geographic markets and localization constraints when expansion is in scope.
Use public-safe placeholders for missing names, figures, and customer evidence.
Safety and Evidence Rules
- Do not fabricate customer proof, competitor claims, market data, win/loss reasons, funding, employee counts, results, or press.
- Source competitive and market claims when possible; otherwise mark them as assumptions.
- Tag findings: verified, medium-confidence, or assumed.
- Do not recommend legal, regulatory, pricing, or international-market commitments as guaranteed.
- Respect confidential sales calls, customer data, and private research. Do not put private context into tracked files.
Core Workflow
- Define ICP and buyer personas.
- Develop positioning and value proposition.
- Map competitive landscape and battlecards.
- Plan launch or GTM motion when relevant.
- Build sales enablement assets and handoff cadence.
- Add international GTM planning only when scope requires it.
- Define KPIs, confidence levels, assumptions, and next actions.
Routing
| User Asks For | Produce |
|---|
| Product positioning | ICP, competitive alternatives, positioning statement, messaging hierarchy |
| GTM strategy | Channels, target segments, messaging, timeline, launch/GTM plan |
| Competitive positioning | Competitive tiers, battlecard, win/loss themes, talk tracks |
| Product launch | Launch tier, timeline, checklist, metrics, enablement needs |
| Sales enablement | Deck structure, demo flow, one-pagers, handoff cadence |
| Market entry | Market priority, localization checklist, channel assumptions |
Validation Rules
- ICP must be testable against customers, sales-cycle speed, LTV, churn, and engagement.
- Positioning must identify alternatives, unique attributes, value, best-fit customers, and category.
- Battlecards must separate sourced facts from interpretation.
- Launch plans must name goals, owners, timeline, assets, training, metrics, and post-launch monitoring.
- International GTM must flag localization, legal, payment, language, and support constraints.
Output Expectations
- Bottom line first.
- What, why, and how to act for each recommendation.
- Confidence tags on claims and recommendations.
- Explicit assumptions and missing inputs.
- Deliverables in the requested format: positioning statement, GTM plan, battlecard, launch plan, enablement outline, or market-entry plan.
Reference Map
| Need | Read |
|---|
| ICP workflow, positioning framework, messaging hierarchy | positioning-frameworks.md |
| Competitive tiers, battlecards, win/loss analysis, sales enablement | competitive-and-enablement.md |
| Launch tiers, workflow, checklist, and metrics | launch-checklists.md |
| International GTM, market priority, localization | international-gtm.md |
| Value proposition, objection handling, channel copy | messaging-templates.md |
| PMM KPIs, monthly rhythm, proactive triggers, related skills | operating-reference.md |
