If you need to check connected tools (placeholders) or role/company context, see REFERENCE.md.

Product Marketing Skill

Frameworks for product positioning, messaging, value propositions, launch narrative, differentiation, and sales/GTM enablement. Supports campaign planning, competitive briefs, and product-focused content.

Data Sources

• ~~knowledge base~~ (if connected): Positioning docs, messaging pillars, battlecards, launch playbooks, product narratives. See REFERENCE.md.
• ~~CRM~~ (if connected): Segment and buyer context, deal themes, competitive win/loss; use for audience and messaging alignment.
• ~~product analytics~~ (if connected): Feature adoption, usage patterns, conversion signals; use to ground value props and launch narrative in real usage.

If a tool is not connected, use what the user provides and note what would improve the output (e.g. "Positioning would be sharper with access to ~~knowledge base~~").

Positioning Framework

• Target audience — who you serve (role, company type, pain points, desired outcome)
• Category — how you frame the product (category you create vs. compete in)
• Differentiation — why you vs. alternatives (including status quo)
• Proof — evidence that supports the claim (data, case studies, third-party validation)

One-sentence positioning: "[Product] helps [audience] [achieve outcome] by [key differentiator], unlike [alternatives]."

Messaging Pillars

• Core message — one sentence that captures what you want the audience to think, feel, or do
• Supporting pillars — 3–5 themes that provide evidence, address objections, or elaborate on benefits
• Proof points — data, case studies, testimonials for each pillar
• Tone and voice — how the message is delivered (authoritative, approachable, technical, etc.)

Align with brand voice from ~~knowledge base~~ or local settings when available.

Value Propositions

• Outcome-focused — what the customer gains (e.g. time saved, risk reduced, revenue increased)
• Differentiated — what only you offer or do better
• Concrete — specific and measurable where possible
• Audience-specific — tailored to role, segment, or buying stage

Use ~~product analytics~~ for adoption and usage evidence; use ~~knowledge base~~ for approved value prop language.

Launch Narrative

• Teaser — create curiosity without full reveal
• Announcement — what, for whom, why now
• Proof — early results, customer quotes, data
• Call to action — try it, learn more, talk to us
• Ongoing story — feature spotlights, use cases, customer wins

Pull launch playbooks and narrative from ~~knowledge base~~ when connected.

Sales/GTM Enablement

• Battlecards — competitor comparison, key differentiators, objection handling (from ~~knowledge base~~ or competitive brief)
• Demo narrative — flow that shows value fast, tailored to segment
• ROI / value stories — quantified outcomes for sales conversations
• Competitive win themes — why we win; use ~~CRM~~ deal themes and competitive brief output when available

Using This Skill

When planning a campaign, drafting a competitive brief, or creating product-focused content:

1. Clarify audience, goal, and any positioning or messaging constraints.
2. Pull positioning, messaging, and proof from ~~knowledge base~~, ~~CRM~~, ~~product analytics~~ per REFERENCE.md when connected.
3. Apply positioning, messaging pillars, value props, and (for launches) launch narrative above.
4. Output clear, differentiated messaging and note data gaps (e.g. "Connect ~~knowledge base~~ for battlecards").