Marketing Strategy Pmm

Name: Marketing Strategy Pmm
Author: alirezarezvani

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 sal…

By alirezarezvani

19k 2.7kUpdated 3 days agoPythonMIT

Skill Content

# Marketing Strategy & PMM

Product marketing patterns for positioning, GTM strategy, and competitive intelligence.

---

## Table of Contents

- [ICP Definition Workflow](#icp-definition-workflow)
- [Positioning Development](#positioning-development)
- [Competitive Intelligence](#competitive-intelligence)
- [Product Launch Planning](#product-launch-planning)
- [Sales Enablement](#sales-enablement)
- [International Expansion](#international-expansion)
- [Reference Documentation](#reference-documentation)

---

## ICP Definition Workflow

Define ideal customer profile for targeting:

1. Analyze existing customers (top 20% by LTV)
2. Identify common firmographics (size, industry, revenue)
3. Map technographics (tools, maturity, integrations)
4. Document psychographics (pain level, motivation, risk tolerance)
5. Define 3-5 buyer personas (economic, technical, user)
6. Validate against sales cycle and churn data
7. Score prospects A/B/C/D based on ICP fit
8. **Validation:** A-fit customers have lowest churn and fastest close

### Firmographics Template

| Dimension | Target Range | Rationale |
|-----------|--------------|-----------|
| Employees | 50-5000 | Series A sweet spot |
| Revenue | $5M-$500M | Budget available |
| Industry | SaaS, Tech, Services | Product fit |
| Geography | US, UK, DACH | Market priority |
| Funding | Seed to Growth | Willing to adopt |

### Buyer Personas

| Persona | Title | Goals | Messaging |
|---------|-------|-------|-----------|
| Economic Buyer | VP, Director, Head of [Department] | ROI, team productivity, cost reduction | Business outcomes, ROI, case studies |
| Technical Buyer | Engineer, Architect, Tech Lead | Technical fit, easy integration | Architecture, security, documentation |
| User/Champion | Manager, Team Lead, Power User | Makes job easier, quick wins | UX, ease of use, time savings |

### ICP Validation Checklist

- [ ] 5+ paying customers match this profile
- [ ] Fastest sales cycles (< median)
- [ ] Highest LTV (> median)
- [ ] Lowest churn (< 5% annual)
- [ ] Strong product engagement
- [ ] Willing to do case studies

---

## Positioning Development

Develop positioning using April Dunford methodology:

1. List competitive alternatives (direct, adjacent, status quo)
2. Isolate unique attributes (features only you have)
3. Map attributes to customer value (why it matters)
4. Define best-fit customers (who cares most)
5. Choose market category (head-to-head, niche, new category)
6. Layer on relevant trends (timing justification)
7. Test with 10+ customer interviews
8. **Validation:** 7+ customers describe value unprompted

### Positioning Statement Template

```
FOR [target customer]
WHO [statement of need]
THE [product] IS A [category]
THAT [key benefit]
UNLIKE [competitive alternative]
OUR PRODUCT [primary differentiation]
```

### Value Proposition Formula

Template: `[Product] helps [Target Customer] [Achieve Goal] by [Unique Approach]`

Example: "Acme helps mid-market SaaS teams ship 2x faster by automating project workflows with AI"

### Messaging Hierarchy

| Level | Content | Example |
|-------|---------|---------|
| Headline | 5-7 words | "Ship faster with AI automation" |
| Subhead | 1 sentence | "Automate workflows so teams focus on what matters" |
| Benefits | 3-4 bullets | Speed, quality, collaboration, cost |
| Features | Supporting evidence | AI automation → 10 hrs/week saved |
| Proof | Social proof | Customer logos, stats, case studies |

---

## Competitive Intelligence

Build competitive knowledge base:

1. Identify tier 1 (direct), tier 2 (adjacent), tier 3 (status quo)
2. Sign up for competitor products (hands-on evaluation)
3. Monitor competitor websites, pricing, messaging
4. Analyze sales call recordings for competitor mentions
5. Read G2/Capterra reviews (pros and cons)
6. Track competitor job postings (roadmap signals)
7. Update battlecards monthly
8. **Validation:** Sales team uses battlecards in 80%+ competitive deals

### Competitive Tier Structure

| Tier | Definition | Examples |
|------|------------|----------|
| 1 | Direct competitor, same category | [Competitor A, B] |
| 2 | Adjacent solution, overlapping use case | [Alt Solution C, D] |
| 3 | Status quo (what they do today) | Spreadsheets, manual, in-house |

### Battlecard Template

```
COMPETITOR: [Name]
OVERVIEW: Founded [year], Funding [stage], Size [employees]

POSITIONING:
- They say: "[Their claim]"
- Reality: [Your assessment]

STRENGTHS:
1. [What they do well]
2. [What they do well]

WEAKNESSES:
1. [Where they fall short]
2. [Where they fall short]

OUR ADVANTAGES:
1. [Your advantage + evidence]
2. [Your advantage + evidence]

WHEN WE WIN:
- [Scenario where you win]

WHEN WE LOSE:
- [Scenario where they win]

TALK TRACK:
Objection: "[Common objection]"
Response: "[Your response]"
```

### Win/Loss Analysis

Track monthly:
- Win rate by competitor
- Top win reasons (product fit, ease of use, price)
- Top loss reasons (missing feature, price, relationship)
- Action items for product, sales, marketing

---

## Product Launch Planning

Plan launches by tier:

| Tier | Scope | Prep Time | Budget |
|------|-------|-----------|--------|
| 1 | New product, major feature | 6-8 weeks | $50-100k |
| 2 | Significant feature, integration | 3-4 weeks | $10-25k |
| 3 | Small improvement | 1 week | <$5k |

### Tier 1 Launch Workflow

Execute major product launch:

1. Kickoff meeting with Product, Marketing, Sales, CS
2. Define goals (pipeline $, MQLs, press coverage)
3. Develop positioning and messaging
4. Create sales enablement (deck, demo, battlecard)
5. Build campaign assets (landing page, emails, ads)
6. Train sales and CS teams
7. Execute launch day (press, email, ads, outbound)
8. Monitor and optimize for 30 days
9. **Validation:** Pipeline on track to goal by week 2

### Launch Day Checklist

- [ ] Press release distributed
- [ ] Email announcement sent
- [ ] Social media posts live
- [ ] Paid ads at full budget
- [ ] Sales outbound blitz launched
- [ ] In-app notification active
- [ ] Metrics monitored every 2 hours

### Launch Metrics

| Metric | Leading (Daily) | Lagging (Weekly) |
|--------|-----------------|------------------|
| Traffic | Landing page visitors | - |
| Engagement | Demo requests, signups | Feature adoption % |
| Pipeline | MQLs generated | SQLs, pipeline $ |
| Revenue | - | Deals closed, revenue |

---

## Sales Enablement

Equip sales team with PMM assets:

1. Create sales deck (15-20 slides, visual-first)
2. Build one-pagers (product, competitive, case study)
3. Develop demo script (30-45 min with discovery)
4. Write email templates (outreach, follow-up, closing)
5. Create ROI calculator (input costs, output savings)
6. Conduct monthly enablement calls
7. Deliver quarterly training (positioning, competitive)
8. **Validation:** Sales uses assets in 80%+ of opportunities

### Sales Deck Structure

| Slide | Content |
|-------|---------|
| 1-2 | Title, agenda |
| 3-4 | Company intro, problem statement |
| 5-7 | Solution, key benefits, demo |
| 8-10 | Differentiation, case study, pricing |
| 11-12 | Implementation, support, next steps |

### Demo Flow

```
1. Intro (2 min): Who we are, agenda
2. Discovery (5 min): Their needs, pain points
3. Demo (20 min): Product focused on their use case
4. Q&A (10 min): Objection handling
5. Next steps (3 min): Trial, POC, proposal
```

### Sales-Marketing Handoff

| Handoff | Frequency | Content |
|---------|-----------|---------|
| Weekly sync | 30 min | Win/loss, competitive, new assets |
| Monthly enablement | 60 min | Product updates, training |
| Quarterly review | Half-day | Results, strategy, planning |

---

## International Expansion

Enter new markets systematically:

1. Validate market demand (inbound leads, TAM analysis)
2. Localize website, pricing, legal
3. Establish sales coverage (hire or agency)
4. Adapt messaging for cultural fit
5. Build local partnerships and references
6. Launch localized campaigns
7. Monitor CAC and conversion by market
8. **Validation:** 3+ paying customers from market in first 90 days

### Market Priority (Series A)

| Market | Timeline | Budget % | Target ARR |
|--------|----------|----------|------------|
| US | Months 1-6 | 50% | $1M |
| UK | Months 4-9 | 20% | $500k |
| DACH | Months 7-12 | 15% | $300k |
| France | Months 10-15 | 10% | $200k |
| Canada | Months 7-12 | 5% | $100k |

### Localization Checklist

- [ ] Website translation (professional, not machine)
- [ ] Currency and pricing localized
- [ ] Local phone number and address
- [ ] Legal compliance (GDPR, PIPEDA)
- [ ] Local payment methods
- [ ] Sales coverage during local hours
- [ ] Local case studies and references

---

## Reference Documentation

### Positioning Frameworks

`references/positioning-frameworks.md` contains:

- April Dunford 5-step positioning process
- Geoffrey Moore positioning statement template
- Positioning validation interview protocol
- Competitive positioning map construction

### Launch Checklists

`references/launch-checklists.md` contains:

- Tier 1/2/3 launch checklists
- Week-by-week launch timeline
- Launch day runbook
- Post-launch metrics dashboard

### International GTM

`references/international-gtm.md` contains:

- US, UK, DACH, France, Canada playbooks
- Market-specific channel mix and messaging
- Localization requirements per market
- Entry timeline and budget allocation

### Messaging Templates

`references/messaging-templates.md` contains:

- Value proposition formulas
- Persona-specific messaging
- Competitive response scripts
- Objection handling templates
- Channel-specific copy (landing pages, emails, ads)

---

## PMM KPIs

| Metric | Target | Measurement |
|--------|--------|-------------|
| Product adoption | >40% in 90 days | Feature usage after launch |
| Win rate | >30% competitive | Deals won vs. competitors |
| Sales velocity | -20% YoY | Days from SQL to close |
| Deal size | +25% YoY | Average contract value |
| Launch pipeline | 3:1 ROMI | Pipeline $ : marketing spend |

---

## Quick Reference

### PMM Monthly Rhythm

| Week | Focus |
|------|-------|
| 1 | Review metrics, update battlecards |
| 2 | Create assets, publish content |
| 3 | Support launches, optimize campaigns |
| 4 | Monthly report, plan next month |

## Proactive Triggers

- **No documented positioning** → Without clear positioning, all marketing is guesswork.
- **Messaging differs across channels** → Inconsistent story confuses buyers.
- **No ICP defined** → Selling to everyone means selling to no one.
- **Competitor repositioning** → Market shift detected. Review your positioning.

## Output Artifacts

| When you ask for... | You get... |
|---------------------|------------|
| "Position my product" | Positioning framework (April Dunford method) with output |
| "GTM strategy" | Go-to-market plan with channels, messaging, and timeline |
| "Competitive positioning" | Positioning map with competitive gaps and opportunities |

## Communication

All output passes quality verification:
- Self-verify: source attribution, assumption audit, confidence scoring
- Output format: Bottom Line → What (with confidence) → Why → How to Act
- Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.

## Related Skills

- **marketing-context**: For capturing foundational positioning. PMM builds on this.
- **launch-strategy**: For executing product launches planned by PMM.
- **competitive-intel** (C-Suite): For strategic competitive intelligence.
- **cmo-advisor** (C-Suite): For marketing budget and growth model decisions.

How to use

Copy the skill content above
Create a .claude/skills directory in your project
Save as .claude/skills/claude-skills-marketing-strategy-pmm.md
Use /claude-skills-marketing-strategy-pmm in Claude Code to invoke this skill

README

View on GitHub

Claude Code Skills & Plugins — Agent Skills for Every Coding Tool

345 production-ready Claude Code skills, plugins, and agent skills for 13 AI coding tools.

The most comprehensive open-source library of Claude Code skills and agent plugins — also works with OpenAI Codex, Gemini CLI, Cursor, and 9 more coding agents. Reusable expertise packages covering engineering, DevOps, marketing (incl. AEO — Answer Engine Optimization for LLM citation), security (PreToolUse hooks), compliance, C-level advisory (incl. founder-mode CFO/CMO/CRO/CPO/COO/CHRO/CISO/GC/CDO/CAIO/CCO/VPE personas + 21 /cs:* slash commands), productivity (capture/email/reflect), an academic research stack (litreview/grants/dossier/patent/syllabus/pulse/notebooklm + hybrid router), and enterprise Research Operations (clinical-research/research-finance/market-research/product-research, v2.9.0).

Works with: Claude Code · OpenAI Codex · Gemini CLI · OpenClaw · Hermes Agent¹ · Mistral Vibe² · Cursor · Aider · Windsurf · Kilo Code · OpenCode · Augment · Antigravity

5,200+ GitHub stars — the most comprehensive open-source Claude Code skills & agent plugins library.

What Are Claude Code Skills & Agent Plugins?

Claude Code skills (also called agent skills or coding agent plugins) are modular instruction packages that give AI coding agents domain expertise they don't have out of the box. Each skill includes:

SKILL.md — structured instructions, workflows, and decision frameworks
Python tools — 579 CLI scripts (all stdlib-only, zero pip installs)
Reference docs — 702 templates, checklists, and domain-specific knowledge files

One repo, thirteen platforms. Works natively as Claude Code plugins, Codex agent skills, Gemini CLI skills, Hermes Agent skills, Mistral Vibe skills, and converts to more tools via scripts/convert.sh. All 579 Python tools run anywhere Python runs.

Skills vs Agents vs Personas

	Skills	Agents	Personas
Purpose	How to execute a task	What task to do	Who is thinking
Scope	Single domain	Single domain	Cross-domain
Voice	Neutral	Professional	Personality-driven
Example	"Follow these steps for SEO"	"Run a security audit"	"Think like a startup CTO"

All three work together. See Orchestration for how to combine them.

Quick Install

Gemini CLI (New)

# Clone the repository
git clone https://github.com/alirezarezvani/claude-skills.git
cd claude-skills

# Run the setup script
./scripts/gemini-install.sh

# Start using skills
> activate_skill(name="senior-architect")

Claude Code (Recommended)

# Add the marketplace
/plugin marketplace add alirezarezvani/claude-skills

# Install by domain
/plugin install engineering-skills@claude-code-skills          # 24 core engineering
/plugin install engineering-advanced-skills@claude-code-skills  # 25 POWERFUL-tier
/plugin install product-skills@claude-code-skills               # 12 product skills
/plugin install marketing-skills@claude-code-skills             # 43 marketing skills
/plugin install ra-qm-skills@claude-code-skills                 # 12 regulatory/quality
/plugin install pm-skills@claude-code-skills                    # 6 project management
/plugin install c-level-skills@claude-code-skills               # 28 C-level advisory (full C-suite)
/plugin install business-growth-skills@claude-code-skills       # 4 business & growth
/plugin install finance-skills@claude-code-skills               # 2 finance (analyst + SaaS metrics)

# Or install individual skills
/plugin install skill-security-auditor@claude-code-skills       # Security scanner
/plugin install playwright-pro@claude-code-skills                  # Playwright testing toolkit
/plugin install self-improving-agent@claude-code-skills         # Auto-memory curation
/plugin install content-creator@claude-code-skills              # Single skill

OpenAI Codex

npx agent-skills-cli add alirezarezvani/claude-skills --agent codex
# Or: git clone + ./scripts/codex-install.sh

OpenClaw

bash <(curl -s https://raw.githubusercontent.com/alirezarezvani/claude-skills/main/scripts/openclaw-install.sh)

Manual Installation

git clone https://github.com/alirezarezvani/claude-skills.git
# Copy any skill folder to ~/.claude/skills/ (Claude Code) or ~/.codex/skills/ (Codex)

Multi-Tool Support (New)

Convert all 345 skills to 9 AI coding tools with a single script:

Tool	Format	Install
Cursor	`.mdc` rules	`./scripts/install.sh --tool cursor --target .`
Aider	`CONVENTIONS.md`	`./scripts/install.sh --tool aider --target .`
Kilo Code	`.kilocode/rules/`	`./scripts/install.sh --tool kilocode --target .`
Windsurf	`.windsurf/skills/`	`./scripts/install.sh --tool windsurf --target .`
OpenCode	`.opencode/skills/`	`./scripts/install.sh --tool opencode --target .`
Augment	`.augment/rules/`	`./scripts/install.sh --tool augment --target .`
Antigravity	`~/.gemini/antigravity/skills/`	`./scripts/install.sh --tool antigravity`
Hermes Agent	`~/.hermes/skills/`	`python scripts/sync-hermes-skills.py --verbose`
Mistral Vibe	`~/.vibe/skills/`	`./scripts/vibe-install.sh`

How it works:

# 1. Convert all skills to all tools (takes ~15 seconds)
./scripts/convert.sh --tool all

# 2. Install into your project (with confirmation)
./scripts/install.sh --tool cursor --target /path/to/project

# Or use --force to skip confirmation:
./scripts/install.sh --tool aider --target . --force

# 3. Verify
find .cursor/rules -name "*.mdc" | wc -l  # Should show 346

Each tool gets:

✅ All 345 skills converted to native format
✅ Per-tool README with install/verify/update steps
✅ Support for scripts, references, templates where applicable
✅ Zero manual conversion work

Run ./scripts/convert.sh --tool all to generate tool-specific outputs locally.

Skills Overview

345 skills across 17 domains:

Domain	Skills	Highlights	Details
🔧 Engineering — Core	51	Architecture, frontend, backend, fullstack, QA, DevOps, SecOps, AI/ML, data, Playwright Pro (test gen, flaky fix, migrations), self-improving agent (auto-memory curation), security suite, a11y audit	engineering-team/
⚡ Engineering — POWERFUL	78	Agent designer, RAG architect, database designer, CI/CD builder, security auditor, MCP builder, AgentHub, Helm charts, Terraform, self-eval, llm-wiki, tc-tracker, autoresearch-agent, reliability portfolio (feature-flags-architect, kubernetes-operator, chaos-engineering, slo-architect), ship-gate, security-guidance PreToolUse hook, Matt Pocock skills (write-a-skill, caveman, grill-me, handoff, grill-with-docs)	engineering/
🎯 Product	17	Product manager, agile PO, strategist, UX researcher, UI design, landing pages, SaaS scaffolder, analytics, experiment designer, discovery, roadmap communicator, code-to-prd, apple-hig-expert	product-team/
📣 Marketing	46	8 pods: Content, SEO + AEO (`aeo` — E-E-A-T audit, citation tracking across 5 LLMs), CRO, Channels, Growth, Intelligence, Sales + context foundation + orchestration router	marketing-skill/
🚀 Productivity	6	`capture` (brain-dump-to-action), `email` pair (inbox-setup + inbox-triage), `reflect` (journal), `handoff` (Matt Pocock-inspired), `andreessen` (market-first decision mode)	productivity/
🎨 Marketing (top-level)	1	`landing` — single-file HTML landing-page generator (4 design styles, GSAP patterns, brand palette validator)	marketing/
🔬 Research (academic)	8	`research` orchestrator (hybrid router + fallback) + 7 specialists: `pulse`, `litreview`, `grants` (NIH), `dossier`, `patent`, `syllabus`, `notebooklm`	research/
🧪 Research Operations ✨v2.9.0	5	Enterprise/cross-functional research: orchestrator + `clinical-research` (study design), `research-finance` (R&D program finance), `market-research` (sizing/survey/segmentation), `product-research` (user research) — each with onboarding + customization + opt-in autoresearch bridge	research-ops/
📋 Project Management	9	Senior PM, scrum master, Jira, Confluence, Atlassian admin, templates + bundled Atlassian Remote MCP	project-management/
🏥 Regulatory & QM	18	ISO 13485, MDR 2017/745, FDA, ISO 27001, GDPR, SOC 2, CAPA, risk management	ra-qm-team/
🛡️ Compliance OS	9	Compliance operating system — controls, evidence, audit-readiness workflows	compliance-os/
💼 C-Level Advisory	66	Full C-suite (CEO/CTO/CFO/CMO/CRO/CPO/COO/CHRO/CISO/GC/CDO/CAIO/CCO/VPE) + founder-mode agents + orchestration + board meetings + culture & collaboration	c-level-advisor/
📈 Business & Growth	5	Customer success, sales engineer, revenue ops, contracts & proposals, BizDev toolkit	business-growth/
🏭 Business Operations	7	Orchestrator + process-mapper, vendor-management, capacity-planner, internal-comms, knowledge-ops, procurement-optimizer	business-operations/
🤝 Commercial	8	Orchestrator + pricing-strategist, deal-desk, partnerships-architect, channel-economics, commercial-policy, rfp-responder, commercial-forecaster	commercial/
💰 Finance	4	Financial analyst (DCF, budgeting, forecasting), SaaS metrics coach, business investment advisor	finance/

Personas

Pre-configured agent identities with curated skill loadouts, workflows, and distinct communication styles. Personas go beyond "use these skills" — they define how an agent thinks, prioritizes, and communicates.

Persona	Domain	Best For
Startup CTO	Engineering + Strategy	Architecture decisions, tech stack selection, team building, technical due diligence
Growth Marketer	Marketing + Growth	Content-led growth, launch strategy, channel optimization, bootstrapped marketing
Solo Founder	Cross-domain	One-person sta

…

Footnotes

Hermes Agent is BYO-sync tier: the repo ships a pre-generated .hermes/skills/claude-skills/ tree, but you run python scripts/sync-hermes-skills.py once locally to install into ~/.hermes/skills/. Uses the same agentskills.io SKILL.md standard — no format conversion. ↩
Mistral Vibe is also BYO-sync tier: the repo ships a pre-generated .vibe/skills/claude-skills/ tree, run ./scripts/vibe-install.sh once locally to install into ~/.vibe/skills/. Same agentskills.io SKILL.md standard — no format conversion. Docs: https://docs.mistral.ai/mistral-vibe/agents-skills. ↩