marketing-strategy-pmm_skill

Overview

This skill delivers an expert product marketing and GTM playbook for Series A+ startups, focused on positioning, launches, competitive intelligence, and international market entry. It combines ICP definition, April Dunford-style positioning, launch playbooks, battlecards, and sales enablement tools to help teams scale from early adopters to mainstream customers.

How this skill works

It inspects product-market fit, ideal customer profiles, competitive landscape, messaging, and go-to-market motions to produce concrete artifacts: positioning statements, messaging hierarchies, ICP trackers, launch plans, and battlecards. It recommends tech integrations (CRM, call recording, analytics), testing cadence for messaging, and prioritization matrices for segments and geographies. Outputs are practical templates and decision criteria you can apply immediately.

When to use it

• Defining or validating ICP and buyer personas for B2B SaaS
• Creating differentiated positioning and messaging (April Dunford approach)
• Planning and executing product launches or GTM plays
• Building competitive battlecards and running win/loss analysis
• Entering new international markets (US, UK, EU, Canada)
• Enabling sales with evidence-based talk tracks and playbooks

Best practices

• Prioritize one segment (size + geography + use case) before expanding
• Map unique product attributes to clear customer outcomes, not features
• Run 2-4 week A/B tests for messaging and iterate with sales feedback
• Track ICP fit in your CRM and report win rate by ICP score
• Maintain living battlecards updated from product trials, reviews, and call recordings
• Align launch OKRs to measurable adoption, revenue, and retention KPIs

Example use cases

• A PMM builds a launch playbook with target ICP, pricing scenarios, and post-launch metrics
• Head of Marketing defines messaging hierarchy and tests headlines across landing pages and ads
• Growth lead prioritizes mid-market US segment and allocates 50% of budget to that cohort
• Sales enablement creates battlecards for top three competitors and trains reps on objection responses
• Product team validates roadmap decisions using competitive intel and customer interviews