borghei/marketing-strategy-pmm
> Product marketing skill for positioning, GTM strategy, competitive intelligence, and product launches. Covers April Dunford positioning, ICP definition, competitive battlecards, launch playbooks, and international market entry.
npx skills add https://github.com/borghei/Claude-Skills --skill marketing-strategy-pmmProduct marketing patterns for positioning, GTM strategy, and competitive intelligence.
Before building the PMM artifact, confirm these inputs. If any is unknown or vague, ASK — do not assume:
Stop rule: ask only the 2-3 that most change the output. If the user says "just draft it," proceed and list your assumptions at the top of the artifact.
Define ideal customer profile for targeting:
| 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 |
Economic Buyer (signs contract):
Technical Buyer (evaluates product):
User/Champion (advocates internally):
Develop positioning using April Dunford methodology:
FOR [target customer]
WHO [statement of need]
THE [product] IS A [category]
THAT [key benefit]
UNLIKE [competitive alternative]
OUR PRODUCT [primary differentiation]
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"
| 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 |
Build competitive knowledge base:
| 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 |
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]"
Track monthly:
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 |
Execute major product launch:
| Metric | Leading (Daily) | Lagging (Weekly) |
|--------|-----------------|------------------|
| Traffic | Landing page visitors | - |
| Engagement | Demo requests, signups | Feature adoption % |
| Pipeline | MQLs generated | SQLs, pipeline $ |
| Revenue | - | Deals closed, revenue |
Equip sales team with PMM assets:
| 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 |
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
| 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 |
Enter new markets systematically:
| 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 |
references/positioning-frameworks.md contains:
references/launch-checklists.md contains:
references/international-gtm.md contains:
references/messaging-templates.md contains:
| 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 |
| Week | Focus |
|------|-------|
| 1 | Review metrics, update battlecards |
| 2 | Create assets, publish content |
| 3 | Support launches, optimize campaigns |
| 4 | Monthly report, plan next month |
| When you ask for... | You get... |
|---------------------|------------|
| "Position my product" | Positioning framework (April Dunford method) with completed output |
| "GTM strategy" | Go-to-market plan with channels, messaging, and timeline |
| "Competitive positioning" | Positioning map with competitive gaps and opportunities |
| "Sales enablement" | Sales deck structure, battlecards, and demo flow |
All output passes quality verification:
| Symptom | Likely Cause | Resolution |
|---------|-------------|------------|
| Positioning resonates internally but customers do not repeat it | Positioning built from company perspective, not customer language | Rerun April Dunford methodology starting from competitive alternatives, not from product features |
| Win rate against specific competitor below 25% | Battlecard outdated or sales team not using it | Run win_loss_analyzer.py to identify loss patterns; update battlecard monthly; validate 80%+ sales usage |
| GTM motion producing high MQLs but low pipeline conversion | Wrong GTM motion for ACV and buyer type; marketing-led when should be sales-led | Reassess motion using gtm_planner.py; for ACV >$25K, shift to sales-led or hybrid PLG+sales |
| Sales enablement assets gathering dust | Assets created without sales input; format does not match how sales actually works | Co-create assets with sales; survey sales on what they need; track asset usage in deal cycles |
| International expansion burning cash with zero pipeline | Market entered without validating demand (inbound signal, TAM) | Validate 3+ paying customers from market in first 90 days; if not, pause and reassess market priority |
| Competitive intelligence always reactive to lost deals | No proactive monitoring system; battlecards only updated post-loss | Set up monthly competitor monitoring (website, pricing, job postings, G2 reviews); update battlecards proactively |
| Messaging differs across website, sales deck, and ads | No messaging hierarchy documented; each team creates independently | Build messaging hierarchy (headline > subhead > benefits > features > proof) and enforce across all touchpoints |
In Scope: Product positioning (April Dunford methodology), ICP definition and validation, competitive intelligence and battlecards, GTM strategy and motion selection (PLG, sales-led, marketing-led, community-led), product launch planning, sales enablement, win/loss analysis, international expansion planning, messaging hierarchy, PMM KPIs.
Out of Scope: Brand identity and visual design (see brand-guidelines skill), demand generation execution (see marketing-demand-acquisition skill), content creation (see content-creator skill), pricing strategy optimization, sales process design.
Limitations: Positioning frameworks require real customer input to be effective — internally generated positioning is unreliable. Win/loss analysis requires honest deal outcome data from sales; incomplete data produces misleading patterns. GTM motion recommendations are based on ACV and buyer type heuristics; edge cases may require hybrid approaches. International expansion timelines assume US-first model and may not apply to non-US companies.
| Script | Purpose | Usage |
|--------|---------|-------|
| scripts/gtm_planner.py | Generate GTM plans with motion selection, channel strategy, and timeline | python scripts/gtm_planner.py config.json --demo |
| scripts/win_loss_analyzer.py | Analyze deal outcomes by competitor, segment, and reason | python scripts/win_loss_analyzer.py deals.json --demo |
| scripts/battlecard_generator.py | Generate competitive battlecards with feature comparison and objection handling | python scripts/battlecard_generator.py competitor.json --demo |
Take borghei/marketing-strategy-pmm from the repository into ~/.claude/skills for personal
use, or into .claude/skills inside a project.
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