marketing-strategy-pmm

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

1. Define ICP and buyer personas.
2. Develop positioning and value proposition.
3. Map competitive landscape and battlecards.
4. Plan launch or GTM motion when relevant.
5. Build sales enablement assets and handoff cadence.
6. Add international GTM planning only when scope requires it.
7. 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