npx skills add ...
npx skills add davila7/claude-code-templates --skill marketing-strategy-pmm
npx skills add davila7/claude-code-templates --skill marketing-strategy-pmm
Product marketing, positioning, GTM strategy, and competitive intelligence. Includes ICP definition, April Dunford positioning methodology, launch playbooks, competitive battlecards, and international market entry guides. Use when developing positioning, planning product launches, creating messaging, analyzing competitors, entering new markets, enabling sales, or when user mentions product marketing, positioning, GTM, go-to-market, competitive analysis, market entry, or sales enablement.
Expert Product Marketing playbook for Series A+ startups expanding internationally with hybrid PLG/Sales-Led motion.
product marketing, positioning, GTM, go-to-market strategy, competitive analysis, competitive intelligence, battlecards, ICP, ideal customer profile, messaging, value proposition, product launch, market entry, international expansion, sales enablement, win loss analysis, PMM, product marketing manager, market positioning, competitive landscape, sales training
This skill serves:
PMM: Product adoption rate, win rate vs. competitors, sales velocity, launch impact metrics, competitive win rate, deal size growth
Head of Marketing: Marketing-sourced pipeline $, CAC/LTV ratio, ROMI (3:1+ target), brand awareness lift, market share growth
Head of Growth: Activation rate, WAU/MAU, conversion rates across funnel, payback period, viral coefficient (PLG)
CMO: Revenue growth %, pipeline coverage (3-4x), team productivity, budget efficiency, NPS/brand health
HubSpot - CRM, deal tracking, competitive loss analysis, sales enablement content Google Analytics - Product usage, activation funnels, feature adoption Gong/Chorus - Sales call analysis, competitive intelligence, objection tracking Productboard - Feature requests, customer feedback, roadmap prioritization Notion/Confluence - Internal wiki, positioning docs, competitive battlecards
Current State Analysis:
Strategic Priorities (in order):
B2B SaaS ICP Framework:
Firmographics:
Technographics:
Psychographics:
Buyer Personas (3-5 personas max):
Primary: Economic Buyer (signs contract)
Secondary: Technical Buyer (evaluates product)
User/Champion (advocates internally)
ICP Validation Checklist:
HubSpot ICP Tracking:
Segmentation Dimensions:
By Company Size (recommend starting with one):
By Vertical (choose 2-3 focus verticals):
By Use Case (messaging varies):
By Geography (Series A focus):
Segmentation Priority Matrix:
Step 1: List Your True Competitive Alternatives
Not just direct competitors - what would customers do if your product didn't exist?
Step 2: Isolate Your Unique Attributes
What do you have that alternatives don't?
Step 3: Map Attributes to Value
What value do these attributes provide to customers?
Step 4: Define Your Best-Fit Customers
Who cares most about this value?
Step 5: Nail Your Market Category
What market do you dominate?
Step 6: Layer on Trends
What trends make this the right time to buy?
Value Proposition (One-Liner):
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:
Messaging by Persona:
Economic Buyer (VP/Director):
Technical Buyer (Engineer/Architect):
End User (Manager/Individual Contributor):
Message Testing Framework:
Qualitative (customer interviews):
Quantitative (A/B testing):
Sales Feedback (win/loss analysis):
Iteration Cycle:
Tier 1: Direct Competitors (head-to-head, same category)
Tier 2: Indirect Competitors (adjacent solutions)
Tier 3: Status Quo (what customers do today)
Competitive Intelligence Sources:
Battlecard Template (create one per competitor):
Battlecard Distribution:
Win/Loss Interview Process:
Goals:
Process:
Interview Questions (pick 8-10):
For Wins:
For Losses:
Data Tracking (in HubSpot or spreadsheet):
| Deal | Outcome | Reason | Competitor | Price Factor | Product Gap | Messaging Issue |
|---|---|---|---|---|---|---|
| Acme Corp | Won | Best product fit | Competitor A | No | No | No |
| Beta Inc | Lost | Price | Competitor B | Yes | No | No |
| Gamma LLC | Lost | Missing feature X | Built in-house | No | Yes | No |
Monthly Insights Report:
PLG (Product-Led Growth):
Sales-Led Growth:
Hybrid (PLG + Sales):
Series A Recommendation: Start with Hybrid
Pre-Launch (Days -90 to -30):
Week 1-4: Foundation
Week 5-8: Content & Enablement
Week 9-12: Channel Setup
Launch (Days 1-30):
Week 1: Awareness
Week 2-4: Activation
Post-Launch (Days 31-90):
Week 5-8: Optimization
Week 9-12: Scale
Market Entry Priority (Series A recommended order):
Phase 1: US Market (Months 1-6)
Phase 2: UK Market (Months 4-9)
Phase 3: DACH (Germany/Austria/Switzerland) (Months 7-12)
Phase 4: France (Months 10-15)
Phase 5: Canada (Months 7-12)
Localization Checklist (per market):
Budget Allocation (international expansion):
Tier 1: Major Launch (quarterly, high impact)
Tier 2: Standard Launch (monthly, medium impact)
Tier 3: Minor Launch (weekly, low impact)
8 Weeks Before Launch:
Week -8:
Week -7:
Week -6:
Week -5:
4 Weeks Before Launch:
Week -4:
Week -3:
Week -2:
Week -1:
Launch Week:
Day 1 (Launch Day):
Days 2-5:
Week 2:
Week 3-4:
Leading Indicators (track daily):
Lagging Indicators (track weekly/monthly):
HubSpot Dashboard:
Core Assets:
1. Sales Deck (15-20 slides)
2. One-Pagers (1-page PDF)
3. Battlecards (per competitor)
4. Demo Script (30-45 min)
5. Email Templates (HubSpot sequences)
6. ROI Calculator (spreadsheet or web tool)
Monthly Sales Enablement Call (60 min):
Quarterly Sales Training (half-day workshop):
Sales Onboarding (new hires):
MQL → SQL Handoff (see marketing-demand-acquisition skill for details)
Product Marketing → Sales:
Weekly Sync (30 min):
Quarterly Business Review (QBR):
Communication Channels:
Product Adoption:
Sales Velocity:
Win Rate:
Deal Size:
Launch Impact:
Competitive Win Rate:
Custom Reports:
1. Product Launch Impact
2. Competitive Win Rate
3. Sales Enablement Usage
QBR Template (present to executive team):
Slide 1: Executive Summary
Slide 2: Metrics Dashboard
Slide 3: Key Insights
Slide 4: Next Quarter Plan
Week 1 (Strategy & Planning):
Week 2 (Content & Enablement):
Week 3 (Launches & Campaigns):
Week 4 (Reporting & Iteration):
Week 1: Research
Week 2: Framework
Week 3: Messaging
Week 4: Validation
Week 5-6: Rollout
PMM → Demand Gen:
PMM → Sales:
PMM → Product:
PMM → Customer Success:
Last Updated: October 2025 | Version: 1.0
Alternatives:
1. Competitor A (direct)
2. Competitor B (direct)
3. Spreadsheets + email (status quo)
4. Build in-house (DIY)
5. Do nothing (ignore problem)Unique Attributes:
1. [Feature X that no one else has]
2. [Integration Y that's exclusive]
3. [Approach Z that's differentiated]
4. [Performance metric better than all]Attribute: [Real-time collaboration]
→ Value: Teams can work together simultaneously
→ Outcome: 50% faster project completion
Attribute: [AI-powered automation]
→ Value: Eliminates manual data entry
→ Outcome: Save 10 hours/week per userBest-Fit: Mid-market SaaS companies (200-1000 employees)
Why: They have distributed teams, need real-time collaboration
Evidence: Fastest sales cycles, lowest churn, highest NPSOptions:
- Head-to-head: Compete in existing category (e.g., "CRM")
- Big fish, small pond: Own a niche (e.g., "CRM for agencies")
- Create new: Define new category (risky, expensive)
Decision: [Choose based on competitive strength and budget]Trends:
- Remote work explosion (2020-2025)
- AI/ML adoption in enterprise (2024-2025)
- Data privacy regulations (GDPR, CCPA)LEVEL 1: Value Proposition (one-liner)
[Your one-liner here]
LEVEL 2: Key Benefits (3-5 bullet points)
- Benefit 1: [Speed] → Ship products 2x faster
- Benefit 2: [Quality] → Reduce bugs by 50%
- Benefit 3: [Collaboration] → Align teams in real-time
- Benefit 4: [Cost] → Save $100k/year on tools
LEVEL 3: Features (supporting evidence)
- Feature → Benefit → Outcome
- AI automation → Eliminates manual work → Save 10 hrs/week
- Real-time sync → No version conflicts → 50% fewer errors
- Integrations → Connect existing tools → 80% faster onboarding
LEVEL 4: Proof Points
- Customer logos: [Microsoft, Shopify, Stripe]
- Stats: Used by 10,000+ teams, 4.8/5 G2 rating
- Case studies: How [Customer] achieved [Outcome]COMPETITOR: [Competitor A]
OVERVIEW:
- Founded: 2015
- Funding: Series C, $75M raised
- HQ: San Francisco
- Size: 200 employees
- Customers: 5,000+ companies
- Pricing: $50-$500/user/month
POSITIONING:
- They say: "All-in-one platform for modern teams"
- Reality: Broad but shallow, not deep in any use case
KEY STRENGTHS (What They Do Well):
1. Strong brand recognition (category leader)
2. Large feature set (breadth over depth)
3. Extensive integrations (2,000+ apps)
KEY WEAKNESSES (Where They Fall Short):
1. Complex UI (steep learning curve)
2. Expensive (2x our price at scale)
3. Poor support (low NPS in reviews)
4. Legacy architecture (slow performance)
OUR ADVANTAGES:
1. 10x easier to use (time-to-value in minutes vs. days)
2. 50% lower cost at 100+ users
3. Superior performance (2x faster load times)
4. White-glove onboarding (dedicated CSM)
WHEN TO WIN:
- Customer values ease of use over features
- Budget-conscious (not enterprise)
- Need fast time-to-value (<1 week)
- Poor experience with competitor (switching)
WHEN TO LOSE:
- Enterprise (>5000 employees) with complex requirements
- Need feature X that we don't have yet
- Deep integration with competitor's ecosystem
- Already invested heavily in competitor (sunk cost)
TALK TRACKS:
Objection: "We're already using [Competitor A]"
Response: "That's great - many of our customers came from [Competitor A]. What prompted you to explore alternatives? [Listen for pain points] Typically teams switch to us because [ease of use / cost / performance]. Would it be helpful to see a side-by-side comparison?"
Objection: "[Competitor A] has more features"
Response: "You're right - they've been around longer and have a broader feature set. Here's what we found: most teams only use 20% of those features. Our customers love that we focus on doing [core use case] exceptionally well rather than trying to do everything. What features are most critical for your team?"
PROOF POINTS:
- Case study: "[Customer] switched from [Competitor A], reduced costs by 60%"
- Review comparison: "[4.8 vs. 4.2 G2 rating in 'Ease of Use']"
- Win rate: "35% win rate in competitive deals"
COMPETITIVE LANDSCAPE:
[Link to competitive positioning map]
[Link to feature comparison matrix]Win/Loss Summary (March 2025):
- Total deals analyzed: 20 (12 wins, 8 losses)
- Win rate: 60%
- Top win reasons:
1. Ease of use (8 mentions)
2. Better support (6 mentions)
3. Price (4 mentions)
- Top loss reasons:
1. Missing feature X (4 mentions)
2. Price (3 mentions)
3. Competitor relationship (2 mentions)
Action Items:
- Product: Prioritize feature X (lost 4 deals)
- Sales: Update battlecard for Competitor A (won 5 competitive deals)
- Marketing: Create case study on "ease of use" themeYear 1 (Series A):
- US: 50% ($200k)
- UK: 20% ($80k)
- DACH: 15% ($60k)
- France: 10% ($40k)
- Canada: 5% ($20k)
Total: $400k marketing spend (international)
Expected ROI: 3:1 (marketing-sourced pipeline : spend)Launch Campaign: [Q2-2025-Product-X-Launch]
WEEK 1 RESULTS:
Traffic: 10,000 visitors (goal: 8,000) ✅
MQLs: 250 (goal: 200) ✅
SQLs: 40 (goal: 50) ⚠️
Pipeline: $800k (goal: $1M) ⚠️
Demos: 80 (goal: 100) ⚠️
TOP CHANNELS:
1. LinkedIn Ads: 120 MQLs, $150 CPL
2. Email: 80 MQLs, $25 CPL
3. Organic: 40 MQLs, $0 CPL
UNDERPERFORMING:
- Google Search: 10 MQLs, $400 CPL (pause and optimize)
- Webinar: 50 registrants, 20% show rate (improve email reminders)
NEXT ACTIONS:
- Increase LinkedIn Ads budget by 30%
- A/B test new landing page headline
- Sales follow-up blitz on 40 SQLsSlide 1: Title slide (logo, tagline)
Slide 2: Agenda
Slide 3: Company intro (mission, vision, traction)
Slide 4: Problem statement (customer pain points)
Slide 5: Solution overview (your product)
Slide 6: Key benefits (3-5 bullets)
Slide 7: Product demo (screenshots or video)
Slide 8: Differentiation (vs. competitors)
Slide 9: Customer logos (social proof)
Slide 10: Case study (results-focused)
Slide 11: Pricing and plans
Slide 12: Implementation timeline
Slide 13: Support and success
Slide 14: Next steps (CTA)
Slide 15: Q&A
Guidelines:
- Visual-first (minimal text, large images)
- Customer-centric (benefits > features)
- Modular (easy to skip/reorder slides)
- Updated quarterly (or after major product changes)Demo Flow:
1. Intro (2 min) - Who we are, what we'll cover
2. Discovery (5 min) - Ask about their needs, pain points
3. Demo (20 min) - Show product (focus on their use case)
4. Q&A (10 min) - Address objections, questions
5. Next steps (3 min) - Define trial or POC plan
Demo Tips:
- Show, don't tell (product in action > slides)
- Use customer data (not "Company XYZ" examples)
- Focus on outcomes (not features)
- Address objections proactively (price, competition)
- Always drive to next step (trial, POC, proposal)Metrics: Leads, MQLs, SQLs, Pipeline $, Closed Won $
Dimensions: Campaign, Channel, Region
Filters: Campaign = "Q2-2025-Product-X-Launch"
Time period: 90 days post-launchMetrics: Opportunities, Closed Won, Win Rate %
Dimensions: Competitor (property)
Filters: Deal stage = Closed Won or Closed Lost
Segment by: Competitor A, B, C, OtherMetrics: Asset downloads, views, shares
Dimensions: Asset type (deck, battlecard, case study)
Filters: User = Sales team
Insight: Which assets are most used by salesQ2 2025 Highlights:
- Launched Product X (pipeline: $2M, 500 MQLs)
- Entered UK market (20 new customers, $400k ARR)
- Improved win rate by 15% (competitive positioning)
- Published 3 case studies (2x sales usage vs. Q1)KPI Q2 Target Q2 Actual Status
─────────────────────────────────────────────
MQLs 800 950 ✅ +19%
SQLs 150 140 ⚠️ -7%
Pipeline $ $4M $3.8M ⚠️ -5%
Win Rate 30% 35% ✅ +17%
Deal Size $45k $52k ✅ +16%
Sales Velocity 75 days 68 days ✅ -9%What Worked:
1. Product X launch exceeded MQL target by 19%
2. Improved competitive positioning → 35% win rate
3. UK market entry on track ($400k ARR in 3 months)
What Didn't Work:
1. SQL conversion rate dropped from 20% to 15%
2. Google Ads underperformed (paused and optimizing)
3. Competitor A launched aggressive pricing (5 lost deals)
Action Items:
1. Improve SQL qualification criteria (work with sales)
2. Update battlecard for Competitor A (new pricing)
3. Double down on UK market (hire local AE)Q3 2025 Priorities:
1. Launch Product Y (pipeline target: $3M)
2. Enter DACH market (Germany, Austria, Switzerland)
3. Refresh messaging and website (new positioning)
4. Scale partnerships (3 new strategic partners)
5. Build customer advocacy program (10 case studies)
Budget: $150k (up from $120k in Q2)
Headcount: +1 PMM, +1 Content Marketer