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:

• Clarify audience, goal, and any positioning or messaging constraints.

• Pull positioning, messaging, and proof from knowledge base, CRM, product analytics per REFERENCE.md when connected.

• Apply positioning, messaging pillars, value props, and (for launches) launch narrative above.

• Output clear, differentiated messaging and note data gaps (e.g. "Connect knowledge base for battlecards").