Marketing Strategy & PMM

Product marketing patterns for positioning, GTM strategy, and competitive intelligence.

ICP Definition Workflow

1. Analyze existing customers (top 20% by LTV)
2. Identify common firmographics (size, industry, revenue)
3. Map technographics (tools, maturity, integrations)
4. Document psychographics (pain level, motivation, risk tolerance)
5. Define 3-5 buyer personas (economic, technical, user)
6. Validate against sales cycle and churn data
7. Validation: A-fit customers have lowest churn and fastest close

For firmographics template, buyer personas table, and ICP validation checklist, see references/positioning-frameworks.md.

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Positioning Development

Develop positioning using April Dunford methodology:

1. List competitive alternatives (direct, adjacent, status quo)
2. Isolate unique attributes (features only you have)
3. Map attributes to customer value (why it matters)
4. Define best-fit customers (who cares most)
5. Choose market category (head-to-head, niche, new category)
6. Layer on relevant trends (timing justification)
7. Test with 10+ customer interviews
8. Validation: 7+ customers describe value unprompted

Positioning Statement Template

FOR [target customer]
WHO [statement of need]
THE [product] IS A [category]
THAT [key benefit]
UNLIKE [competitive alternative]
OUR PRODUCT [primary differentiation]

For value proposition formula, messaging hierarchy, and complete positioning frameworks, see references/positioning-frameworks.md.

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Competitive Intelligence

1. Identify tier 1 (direct), tier 2 (adjacent), tier 3 (status quo)
2. Sign up for competitor products (hands-on evaluation)
3. Monitor websites, pricing, messaging; analyze sales call recordings
4. Read G2/Capterra reviews; track competitor job postings (roadmap signals)
5. Update battlecards monthly
6. Validation: Sales team uses battlecards in 80%+ competitive deals

For battlecard template, win/loss analysis framework, and competitive tier structure, see references/messaging-templates.md.

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Product Launch Planning

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

For tier 1 launch workflow, launch day checklist, launch metrics, and sales enablement assets, see references/launch-checklists.md.

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Sales Enablement

Equip sales team with PMM assets:

1. Sales deck (15-20 slides), one-pagers, demo script
2. Email templates, ROI calculator
3. Monthly enablement calls, quarterly training
4. Validation: Sales uses assets in 80%+ of opportunities

For sales deck structure, demo flow, and handoff cadence, see references/launch-checklists.md.

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International Expansion

1. Validate market demand (inbound leads, TAM analysis)
2. Localize website, pricing, legal
3. Establish sales coverage, adapt messaging
4. Build local partnerships and references
5. Validation: 3+ paying customers from market in first 90 days

For market priority table, localization checklist, and regional playbooks, see references/international-gtm.md.

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Reference Documentation

Document	Content
positioning-frameworks.md	April Dunford process, ICP templates, positioning maps
launch-checklists.md	Tier 1/2/3 checklists, launch timeline, sales enablement
international-gtm.md	US/UK/DACH/France/Canada playbooks
messaging-templates.md	Value props, battlecards, objection handling, channel copy

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PMM KPIs

Metric	Target
Product adoption	>40% in 90 days
Win rate	>30% competitive
Sales velocity	-20% YoY
Deal size	+25% YoY
Launch pipeline	3:1 ROMI

Related Skills

• marketing-context: For capturing foundational positioning. PMM builds on this.
• launch-strategy: For executing product launches planned by PMM.
• competitive-intel (C-Suite): For strategic competitive intelligence.