marketing-strategy-pmmProduct 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.
Install via ClawdBot CLI:
clawdbot install alirezarezvani/marketing-strategy-pmmProduct marketing patterns for positioning, GTM strategy, and competitive intelligence.
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 |
Generated Mar 1, 2026
A B2B SaaS startup is preparing to launch its first product targeting mid-market tech companies. This skill helps define the ideal customer profile using firmographics like 50-5000 employees and $5M-$500M revenue, develop positioning with April Dunford's methodology, and create a tier 1 launch plan with a 6-8 week timeline and $50-100k budget.
A software company with a successful US product wants to enter European markets. This skill guides international expansion by adapting ICP definitions for new geographies, analyzing competitive intelligence for local competitors, and tailoring messaging hierarchies to resonate with regional buyer personas.
An enterprise sales team struggles with competitive deals against direct rivals. This skill assists by building battlecards with strengths, weaknesses, and talk tracks, conducting win/loss analysis to identify top loss reasons, and updating competitive intelligence monthly to ensure 80%+ usage in deals.
A company's product faces stiff competition and needs repositioning. This skill applies April Dunford's steps to list competitive alternatives, isolate unique attributes, choose a new market category like niche or new category, and test positioning with 10+ customer interviews for validation.
A tech startup at Series A stage seeks to refine its go-to-market strategy. This skill supports defining ICPs with funding ranges from Seed to Growth, creating value propositions using templates, and planning tier 2 launches for significant features with 3-4 weeks prep and $10-25k budget.
This model involves selling software-as-a-service to businesses on a recurring subscription basis. The skill helps by defining ICPs with firmographics like revenue and industry to target paying customers, developing positioning to highlight ROI and cost reduction for economic buyers, and enabling sales with competitive battlecards to increase win rates.
This model focuses on selling perpetual or term licenses for software to large enterprises. The skill assists by mapping technographics and psychographics for technical buyers, creating messaging hierarchies with proof elements like case studies, and conducting win/loss analysis to address missing features or price objections in competitive deals.
This model combines product sales with consulting or implementation services. The skill supports defining buyer personas including user champions who value quick wins, planning product launches with tiered budgets for integrations, and using competitive intelligence to differentiate from adjacent solutions in overlapping use cases.
💬 Integration Tip
Integrate this skill with CRM systems to score prospects based on ICP fit and track win/loss data, and sync with project management tools to streamline launch workflows and competitive intelligence updates.
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