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").