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  "documentation": {
    "source": "clawhub",
    "primaryDoc": "SKILL.md",
    "sections": [
      {
        "title": "Marketing Strategy & PMM",
        "body": "Product marketing patterns for positioning, GTM strategy, and competitive intelligence."
      },
      {
        "title": "Table of Contents",
        "body": "ICP Definition Workflow\nPositioning Development\nCompetitive Intelligence\nProduct Launch Planning\nSales Enablement\nInternational Expansion\nReference Documentation"
      },
      {
        "title": "ICP Definition Workflow",
        "body": "Define ideal customer profile for targeting:\n\nAnalyze existing customers (top 20% by LTV)\nIdentify common firmographics (size, industry, revenue)\nMap technographics (tools, maturity, integrations)\nDocument psychographics (pain level, motivation, risk tolerance)\nDefine 3-5 buyer personas (economic, technical, user)\nValidate against sales cycle and churn data\nScore prospects A/B/C/D based on ICP fit\nValidation: A-fit customers have lowest churn and fastest close"
      },
      {
        "title": "Firmographics Template",
        "body": "DimensionTarget RangeRationaleEmployees50-5000Series A sweet spotRevenue$5M-$500MBudget availableIndustrySaaS, Tech, ServicesProduct fitGeographyUS, UK, DACHMarket priorityFundingSeed to GrowthWilling to adopt"
      },
      {
        "title": "Buyer Personas",
        "body": "PersonaTitleGoalsMessagingEconomic BuyerVP, Director, Head of [Department]ROI, team productivity, cost reductionBusiness outcomes, ROI, case studiesTechnical BuyerEngineer, Architect, Tech LeadTechnical fit, easy integrationArchitecture, security, documentationUser/ChampionManager, Team Lead, Power UserMakes job easier, quick winsUX, ease of use, time savings"
      },
      {
        "title": "ICP Validation Checklist",
        "body": "5+ paying customers match this profile\n Fastest sales cycles (< median)\n Highest LTV (> median)\n Lowest churn (< 5% annual)\n Strong product engagement\n Willing to do case studies"
      },
      {
        "title": "Positioning Development",
        "body": "Develop positioning using April Dunford methodology:\n\nList competitive alternatives (direct, adjacent, status quo)\nIsolate unique attributes (features only you have)\nMap attributes to customer value (why it matters)\nDefine best-fit customers (who cares most)\nChoose market category (head-to-head, niche, new category)\nLayer on relevant trends (timing justification)\nTest with 10+ customer interviews\nValidation: 7+ customers describe value unprompted"
      },
      {
        "title": "Positioning Statement Template",
        "body": "FOR [target customer]\nWHO [statement of need]\nTHE [product] IS A [category]\nTHAT [key benefit]\nUNLIKE [competitive alternative]\nOUR PRODUCT [primary differentiation]"
      },
      {
        "title": "Value Proposition Formula",
        "body": "Template: [Product] helps [Target Customer] [Achieve Goal] by [Unique Approach]\n\nExample: \"Acme helps mid-market SaaS teams ship 2x faster by automating project workflows with AI\""
      },
      {
        "title": "Messaging Hierarchy",
        "body": "LevelContentExampleHeadline5-7 words\"Ship faster with AI automation\"Subhead1 sentence\"Automate workflows so teams focus on what matters\"Benefits3-4 bulletsSpeed, quality, collaboration, costFeaturesSupporting evidenceAI automation → 10 hrs/week savedProofSocial proofCustomer logos, stats, case studies"
      },
      {
        "title": "Competitive Intelligence",
        "body": "Build competitive knowledge base:\n\nIdentify tier 1 (direct), tier 2 (adjacent), tier 3 (status quo)\nSign up for competitor products (hands-on evaluation)\nMonitor competitor websites, pricing, messaging\nAnalyze sales call recordings for competitor mentions\nRead G2/Capterra reviews (pros and cons)\nTrack competitor job postings (roadmap signals)\nUpdate battlecards monthly\nValidation: Sales team uses battlecards in 80%+ competitive deals"
      },
      {
        "title": "Competitive Tier Structure",
        "body": "TierDefinitionExamples1Direct competitor, same category[Competitor A, B]2Adjacent solution, overlapping use case[Alt Solution C, D]3Status quo (what they do today)Spreadsheets, manual, in-house"
      },
      {
        "title": "Battlecard Template",
        "body": "COMPETITOR: [Name]\nOVERVIEW: Founded [year], Funding [stage], Size [employees]\n\nPOSITIONING:\n- They say: \"[Their claim]\"\n- Reality: [Your assessment]\n\nSTRENGTHS:\n1. [What they do well]\n2. [What they do well]\n\nWEAKNESSES:\n1. [Where they fall short]\n2. [Where they fall short]\n\nOUR ADVANTAGES:\n1. [Your advantage + evidence]\n2. [Your advantage + evidence]\n\nWHEN WE WIN:\n- [Scenario where you win]\n\nWHEN WE LOSE:\n- [Scenario where they win]\n\nTALK TRACK:\nObjection: \"[Common objection]\"\nResponse: \"[Your response]\""
      },
      {
        "title": "Win/Loss Analysis",
        "body": "Track monthly:\n\nWin rate by competitor\nTop win reasons (product fit, ease of use, price)\nTop loss reasons (missing feature, price, relationship)\nAction items for product, sales, marketing"
      },
      {
        "title": "Product Launch Planning",
        "body": "Plan launches by tier:\n\nTierScopePrep TimeBudget1New product, major feature6-8 weeks$50-100k2Significant feature, integration3-4 weeks$10-25k3Small improvement1 week<$5k"
      },
      {
        "title": "Tier 1 Launch Workflow",
        "body": "Execute major product launch:\n\nKickoff meeting with Product, Marketing, Sales, CS\nDefine goals (pipeline $, MQLs, press coverage)\nDevelop positioning and messaging\nCreate sales enablement (deck, demo, battlecard)\nBuild campaign assets (landing page, emails, ads)\nTrain sales and CS teams\nExecute launch day (press, email, ads, outbound)\nMonitor and optimize for 30 days\nValidation: Pipeline on track to goal by week 2"
      },
      {
        "title": "Launch Day Checklist",
        "body": "Press release distributed\n Email announcement sent\n Social media posts live\n Paid ads at full budget\n Sales outbound blitz launched\n In-app notification active\n Metrics monitored every 2 hours"
      },
      {
        "title": "Launch Metrics",
        "body": "MetricLeading (Daily)Lagging (Weekly)TrafficLanding page visitors-EngagementDemo requests, signupsFeature adoption %PipelineMQLs generatedSQLs, pipeline $Revenue-Deals closed, revenue"
      },
      {
        "title": "Sales Enablement",
        "body": "Equip sales team with PMM assets:\n\nCreate sales deck (15-20 slides, visual-first)\nBuild one-pagers (product, competitive, case study)\nDevelop demo script (30-45 min with discovery)\nWrite email templates (outreach, follow-up, closing)\nCreate ROI calculator (input costs, output savings)\nConduct monthly enablement calls\nDeliver quarterly training (positioning, competitive)\nValidation: Sales uses assets in 80%+ of opportunities"
      },
      {
        "title": "Sales Deck Structure",
        "body": "SlideContent1-2Title, agenda3-4Company intro, problem statement5-7Solution, key benefits, demo8-10Differentiation, case study, pricing11-12Implementation, support, next steps"
      },
      {
        "title": "Demo Flow",
        "body": "1. Intro (2 min): Who we are, agenda\n2. Discovery (5 min): Their needs, pain points\n3. Demo (20 min): Product focused on their use case\n4. Q&A (10 min): Objection handling\n5. Next steps (3 min): Trial, POC, proposal"
      },
      {
        "title": "Sales-Marketing Handoff",
        "body": "HandoffFrequencyContentWeekly sync30 minWin/loss, competitive, new assetsMonthly enablement60 minProduct updates, trainingQuarterly reviewHalf-dayResults, strategy, planning"
      },
      {
        "title": "International Expansion",
        "body": "Enter new markets systematically:\n\nValidate market demand (inbound leads, TAM analysis)\nLocalize website, pricing, legal\nEstablish sales coverage (hire or agency)\nAdapt messaging for cultural fit\nBuild local partnerships and references\nLaunch localized campaigns\nMonitor CAC and conversion by market\nValidation: 3+ paying customers from market in first 90 days"
      },
      {
        "title": "Market Priority (Series A)",
        "body": "MarketTimelineBudget %Target ARRUSMonths 1-650%$1MUKMonths 4-920%$500kDACHMonths 7-1215%$300kFranceMonths 10-1510%$200kCanadaMonths 7-125%$100k"
      },
      {
        "title": "Localization Checklist",
        "body": "Website translation (professional, not machine)\n Currency and pricing localized\n Local phone number and address\n Legal compliance (GDPR, PIPEDA)\n Local payment methods\n Sales coverage during local hours\n Local case studies and references"
      },
      {
        "title": "Positioning Frameworks",
        "body": "references/positioning-frameworks.md contains:\n\nApril Dunford 5-step positioning process\nGeoffrey Moore positioning statement template\nPositioning validation interview protocol\nCompetitive positioning map construction"
      },
      {
        "title": "Launch Checklists",
        "body": "references/launch-checklists.md contains:\n\nTier 1/2/3 launch checklists\nWeek-by-week launch timeline\nLaunch day runbook\nPost-launch metrics dashboard"
      },
      {
        "title": "International GTM",
        "body": "references/international-gtm.md contains:\n\nUS, UK, DACH, France, Canada playbooks\nMarket-specific channel mix and messaging\nLocalization requirements per market\nEntry timeline and budget allocation"
      },
      {
        "title": "Messaging Templates",
        "body": "references/messaging-templates.md contains:\n\nValue proposition formulas\nPersona-specific messaging\nCompetitive response scripts\nObjection handling templates\nChannel-specific copy (landing pages, emails, ads)"
      },
      {
        "title": "PMM KPIs",
        "body": "MetricTargetMeasurementProduct adoption>40% in 90 daysFeature usage after launchWin rate>30% competitiveDeals won vs. competitorsSales velocity-20% YoYDays from SQL to closeDeal size+25% YoYAverage contract valueLaunch pipeline3:1 ROMIPipeline $ : marketing spend"
      },
      {
        "title": "PMM Monthly Rhythm",
        "body": "WeekFocus1Review metrics, update battlecards2Create assets, publish content3Support launches, optimize campaigns4Monthly report, plan next month"
      },
      {
        "title": "Proactive Triggers",
        "body": "No documented positioning → Without clear positioning, all marketing is guesswork.\nMessaging differs across channels → Inconsistent story confuses buyers.\nNo ICP defined → Selling to everyone means selling to no one.\nCompetitor repositioning → Market shift detected. Review your positioning."
      },
      {
        "title": "Output Artifacts",
        "body": "When you ask for...You get...\"Position my product\"Positioning framework (April Dunford method) with output\"GTM strategy\"Go-to-market plan with channels, messaging, and timeline\"Competitive positioning\"Positioning map with competitive gaps and opportunities"
      },
      {
        "title": "Communication",
        "body": "All output passes quality verification:\n\nSelf-verify: source attribution, assumption audit, confidence scoring\nOutput format: Bottom Line → What (with confidence) → Why → How to Act\nResults only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed."
      },
      {
        "title": "Related Skills",
        "body": "marketing-context: For capturing foundational positioning. PMM builds on this.\nlaunch-strategy: For executing product launches planned by PMM.\ncompetitive-intel (C-Suite): For strategic competitive intelligence.\ncmo-advisor (C-Suite): For marketing budget and growth model decisions."
      }
    ],
    "body": "Marketing Strategy & PMM\n\nProduct marketing patterns for positioning, GTM strategy, and competitive intelligence.\n\nTable of Contents\nICP Definition Workflow\nPositioning Development\nCompetitive Intelligence\nProduct Launch Planning\nSales Enablement\nInternational Expansion\nReference Documentation\nICP Definition Workflow\n\nDefine ideal customer profile for targeting:\n\nAnalyze existing customers (top 20% by LTV)\nIdentify common firmographics (size, industry, revenue)\nMap technographics (tools, maturity, integrations)\nDocument psychographics (pain level, motivation, risk tolerance)\nDefine 3-5 buyer personas (economic, technical, user)\nValidate against sales cycle and churn data\nScore prospects A/B/C/D based on ICP fit\nValidation: A-fit customers have lowest churn and fastest close\nFirmographics Template\nDimension\tTarget Range\tRationale\nEmployees\t50-5000\tSeries A sweet spot\nRevenue\t$5M-$500M\tBudget available\nIndustry\tSaaS, Tech, Services\tProduct fit\nGeography\tUS, UK, DACH\tMarket priority\nFunding\tSeed to Growth\tWilling to adopt\nBuyer Personas\nPersona\tTitle\tGoals\tMessaging\nEconomic Buyer\tVP, Director, Head of [Department]\tROI, team productivity, cost reduction\tBusiness outcomes, ROI, case studies\nTechnical Buyer\tEngineer, Architect, Tech Lead\tTechnical fit, easy integration\tArchitecture, security, documentation\nUser/Champion\tManager, Team Lead, Power User\tMakes job easier, quick wins\tUX, ease of use, time savings\nICP Validation Checklist\n 5+ paying customers match this profile\n Fastest sales cycles (< median)\n Highest LTV (> median)\n Lowest churn (< 5% annual)\n Strong product engagement\n Willing to do case studies\nPositioning Development\n\nDevelop positioning using April Dunford methodology:\n\nList competitive alternatives (direct, adjacent, status quo)\nIsolate unique attributes (features only you have)\nMap attributes to customer value (why it matters)\nDefine best-fit customers (who cares most)\nChoose market category (head-to-head, niche, new category)\nLayer on relevant trends (timing justification)\nTest with 10+ customer interviews\nValidation: 7+ customers describe value unprompted\nPositioning Statement Template\nFOR [target customer]\nWHO [statement of need]\nTHE [product] IS A [category]\nTHAT [key benefit]\nUNLIKE [competitive alternative]\nOUR PRODUCT [primary differentiation]\n\nValue Proposition Formula\n\nTemplate: [Product] helps [Target Customer] [Achieve Goal] by [Unique Approach]\n\nExample: \"Acme helps mid-market SaaS teams ship 2x faster by automating project workflows with AI\"\n\nMessaging Hierarchy\nLevel\tContent\tExample\nHeadline\t5-7 words\t\"Ship faster with AI automation\"\nSubhead\t1 sentence\t\"Automate workflows so teams focus on what matters\"\nBenefits\t3-4 bullets\tSpeed, quality, collaboration, cost\nFeatures\tSupporting evidence\tAI automation → 10 hrs/week saved\nProof\tSocial proof\tCustomer logos, stats, case studies\nCompetitive Intelligence\n\nBuild competitive knowledge base:\n\nIdentify tier 1 (direct), tier 2 (adjacent), tier 3 (status quo)\nSign up for competitor products (hands-on evaluation)\nMonitor competitor websites, pricing, messaging\nAnalyze sales call recordings for competitor mentions\nRead G2/Capterra reviews (pros and cons)\nTrack competitor job postings (roadmap signals)\nUpdate battlecards monthly\nValidation: Sales team uses battlecards in 80%+ competitive deals\nCompetitive Tier Structure\nTier\tDefinition\tExamples\n1\tDirect competitor, same category\t[Competitor A, B]\n2\tAdjacent solution, overlapping use case\t[Alt Solution C, D]\n3\tStatus quo (what they do today)\tSpreadsheets, manual, in-house\nBattlecard Template\nCOMPETITOR: [Name]\nOVERVIEW: Founded [year], Funding [stage], Size [employees]\n\nPOSITIONING:\n- They say: \"[Their claim]\"\n- Reality: [Your assessment]\n\nSTRENGTHS:\n1. [What they do well]\n2. [What they do well]\n\nWEAKNESSES:\n1. [Where they fall short]\n2. [Where they fall short]\n\nOUR ADVANTAGES:\n1. [Your advantage + evidence]\n2. [Your advantage + evidence]\n\nWHEN WE WIN:\n- [Scenario where you win]\n\nWHEN WE LOSE:\n- [Scenario where they win]\n\nTALK TRACK:\nObjection: \"[Common objection]\"\nResponse: \"[Your response]\"\n\nWin/Loss Analysis\n\nTrack monthly:\n\nWin rate by competitor\nTop win reasons (product fit, ease of use, price)\nTop loss reasons (missing feature, price, relationship)\nAction items for product, sales, marketing\nProduct Launch Planning\n\nPlan launches by tier:\n\nTier\tScope\tPrep Time\tBudget\n1\tNew product, major feature\t6-8 weeks\t$50-100k\n2\tSignificant feature, integration\t3-4 weeks\t$10-25k\n3\tSmall improvement\t1 week\t<$5k\nTier 1 Launch Workflow\n\nExecute major product launch:\n\nKickoff meeting with Product, Marketing, Sales, CS\nDefine goals (pipeline $, MQLs, press coverage)\nDevelop positioning and messaging\nCreate sales enablement (deck, demo, battlecard)\nBuild campaign assets (landing page, emails, ads)\nTrain sales and CS teams\nExecute launch day (press, email, ads, outbound)\nMonitor and optimize for 30 days\nValidation: Pipeline on track to goal by week 2\nLaunch Day Checklist\n Press release distributed\n Email announcement sent\n Social media posts live\n Paid ads at full budget\n Sales outbound blitz launched\n In-app notification active\n Metrics monitored every 2 hours\nLaunch Metrics\nMetric\tLeading (Daily)\tLagging (Weekly)\nTraffic\tLanding page visitors\t-\nEngagement\tDemo requests, signups\tFeature adoption %\nPipeline\tMQLs generated\tSQLs, pipeline $\nRevenue\t-\tDeals closed, revenue\nSales Enablement\n\nEquip sales team with PMM assets:\n\nCreate sales deck (15-20 slides, visual-first)\nBuild one-pagers (product, competitive, case study)\nDevelop demo script (30-45 min with discovery)\nWrite email templates (outreach, follow-up, closing)\nCreate ROI calculator (input costs, output savings)\nConduct monthly enablement calls\nDeliver quarterly training (positioning, competitive)\nValidation: Sales uses assets in 80%+ of opportunities\nSales Deck Structure\nSlide\tContent\n1-2\tTitle, agenda\n3-4\tCompany intro, problem statement\n5-7\tSolution, key benefits, demo\n8-10\tDifferentiation, case study, pricing\n11-12\tImplementation, support, next steps\nDemo Flow\n1. Intro (2 min): Who we are, agenda\n2. Discovery (5 min): Their needs, pain points\n3. Demo (20 min): Product focused on their use case\n4. Q&A (10 min): Objection handling\n5. Next steps (3 min): Trial, POC, proposal\n\nSales-Marketing Handoff\nHandoff\tFrequency\tContent\nWeekly sync\t30 min\tWin/loss, competitive, new assets\nMonthly enablement\t60 min\tProduct updates, training\nQuarterly review\tHalf-day\tResults, strategy, planning\nInternational Expansion\n\nEnter new markets systematically:\n\nValidate market demand (inbound leads, TAM analysis)\nLocalize website, pricing, legal\nEstablish sales coverage (hire or agency)\nAdapt messaging for cultural fit\nBuild local partnerships and references\nLaunch localized campaigns\nMonitor CAC and conversion by market\nValidation: 3+ paying customers from market in first 90 days\nMarket Priority (Series A)\nMarket\tTimeline\tBudget %\tTarget ARR\nUS\tMonths 1-6\t50%\t$1M\nUK\tMonths 4-9\t20%\t$500k\nDACH\tMonths 7-12\t15%\t$300k\nFrance\tMonths 10-15\t10%\t$200k\nCanada\tMonths 7-12\t5%\t$100k\nLocalization Checklist\n Website translation (professional, not machine)\n Currency and pricing localized\n Local phone number and address\n Legal compliance (GDPR, PIPEDA)\n Local payment methods\n Sales coverage during local hours\n Local case studies and references\nReference Documentation\nPositioning Frameworks\n\nreferences/positioning-frameworks.md contains:\n\nApril Dunford 5-step positioning process\nGeoffrey Moore positioning statement template\nPositioning validation interview protocol\nCompetitive positioning map construction\nLaunch Checklists\n\nreferences/launch-checklists.md contains:\n\nTier 1/2/3 launch checklists\nWeek-by-week launch timeline\nLaunch day runbook\nPost-launch metrics dashboard\nInternational GTM\n\nreferences/international-gtm.md contains:\n\nUS, UK, DACH, France, Canada playbooks\nMarket-specific channel mix and messaging\nLocalization requirements per market\nEntry timeline and budget allocation\nMessaging Templates\n\nreferences/messaging-templates.md contains:\n\nValue proposition formulas\nPersona-specific messaging\nCompetitive response scripts\nObjection handling templates\nChannel-specific copy (landing pages, emails, ads)\nPMM KPIs\nMetric\tTarget\tMeasurement\nProduct adoption\t>40% in 90 days\tFeature usage after launch\nWin rate\t>30% competitive\tDeals won vs. competitors\nSales velocity\t-20% YoY\tDays from SQL to close\nDeal size\t+25% YoY\tAverage contract value\nLaunch pipeline\t3:1 ROMI\tPipeline $ : marketing spend\nQuick Reference\nPMM Monthly Rhythm\nWeek\tFocus\n1\tReview metrics, update battlecards\n2\tCreate assets, publish content\n3\tSupport launches, optimize campaigns\n4\tMonthly report, plan next month\nProactive Triggers\nNo documented positioning → Without clear positioning, all marketing is guesswork.\nMessaging differs across channels → Inconsistent story confuses buyers.\nNo ICP defined → Selling to everyone means selling to no one.\nCompetitor repositioning → Market shift detected. Review your positioning.\nOutput Artifacts\nWhen you ask for...\tYou get...\n\"Position my product\"\tPositioning framework (April Dunford method) with output\n\"GTM strategy\"\tGo-to-market plan with channels, messaging, and timeline\n\"Competitive positioning\"\tPositioning map with competitive gaps and opportunities\nCommunication\n\nAll output passes quality verification:\n\nSelf-verify: source attribution, assumption audit, confidence scoring\nOutput format: Bottom Line → What (with confidence) → Why → How to Act\nResults only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.\nRelated Skills\nmarketing-context: For capturing foundational positioning. PMM builds on this.\nlaunch-strategy: For executing product launches planned by PMM.\ncompetitive-intel (C-Suite): For strategic competitive intelligence.\ncmo-advisor (C-Suite): For marketing budget and growth model decisions."
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