# Marketing strategy PMM Human Guide

## What This Is For
Expert Product Marketing playbook for Series A+ startups expanding internationally with hybrid PLG/Sales-Led motion. It gives the agent a clearer input/output frame for marketing strategy PMM: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Marketing strategy PMM agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for marketing strategy PMM.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Marketing strategy PMM guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **Product Marketing Manager (PMM)** - Positioning, messaging, competitive intel, launches
- **Head of Marketing** - Strategy, budget, org design, pipeline targets
- **Head of Growth** - Experimentation, activation, retention, growth loops
- **CMO/VP Marketing** - Executive strategy, board reporting, team leadership
- **Nail positioning** - Clear, differentiated value prop
- **Scale acquisition** - Repeatable, efficient channels
- **Prove retention** - Product stickiness, expansion revenue
- **Expand markets** - Geographic + vertical expansion
- **Build brand** - Awareness, trust, category leadership
- Company size: 50-5000 employees (Series A sweet spot)
- Industry: SaaS, Tech, Professional Services
- Geography: US, Canada, UK, Germany, France (prioritize by TAM)

## Decision Points And Nuance
The original skill emphasizes: Keywords, Role Coverage, Core KPIs by Role, Tech Stack Integration, Strategic Foundation, 1.1 Company Strategy Framework (Series A Context), 1.2 ICP (Ideal Customer Profile) Definition, 1.3 Market Segmentation Strategy, Positioning & Messaging, 2.1 Positioning Framework (April Dunford Method).

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- Funding stage: Seed to Growth (avoid pre-product)
- Integration needs: Must integrate with [Salesforce, Slack, etc.]
- Do nothing (ignore problem)
- What do you have that alternatives don't?
- Need feature X that we don't have yet
- 6.1 Sales Enablement Assets (Must-Have)
- Show, don't tell (product in action > slides)
- Week 4: Demo certification (must pass to sell)

## Copy-And-Paste Prompt
```text
Use the Marketing strategy PMM human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the davila7/claude-code-templates skill entry for `marketing-strategy-pmm`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Marketing Strategy & Product Marketing

Expert Product Marketing playbook for Series A+ startups expanding internationally with hybrid PLG/Sales-Led motion.

## Keywords
product marketing, positioning, GTM, go-to-market strategy, competitive analysis, competitive intelligence, battlecards, ICP, ideal customer profile, messaging, value proposition, product launch, market entry, international expansion, sales enablement, win loss analysis, PMM, product marketing manager, market positioning, competitive landscape, sales training

## Role Coverage

This skill serves:
- **Product Marketing Manager (PMM)** - Positioning, messaging, competitive intel, launches
- **Head of Marketing** - Strategy, budget, org design, pipeline targets
- **Head of Growth** - Experimentation, activation, retention, growth loops
- **CMO/VP Marketing** - Executive strategy, board reporting, team leadership

## Core KPIs by Role

**PMM**: Product adoption rate, win rate vs. competitors, sales velocity, launch impact metrics, competitive win rate, deal size growth

**Head of Marketing**: Marketing-sourced pipeline $, CAC/LTV ratio, ROMI (3:1+ target), brand awareness lift, market share growth

**Head of Growth**: Activation rate, WAU/MAU, conversion rates across funnel, payback period, viral coefficient (PLG)

**CMO**: Revenue growth %, pipeline coverage (3-4x), team productivity, budget efficiency, NPS/brand health

## Tech Stack Integration

**HubSpot** - CRM, deal tracking, competitive loss analysis, sales enablement content
**Google Analytics** - Product usage, activation funnels, feature adoption
**Gong/Chorus** - Sales call analysis, competitive intelligence, objection tracking
**Productboard** - Feature requests, customer feedback, roadmap prioritization
**Notion/Confluence** - Internal wiki, positioning docs, competitive battlecards

---

## 1. Strategic Foundation

### 1.1 Company Strategy Framework (Series A Context)

**Current State Analysis**:
```
Stage: Series A
Funding: $5-15M raised
Team Size: 20-50 people
Revenue: $1-5M ARR
Market Position: Challenger/Niche leader
Growth Rate Target: 3-5x YoY

Key Challenges:
- Prove product-market fit at scale
- Expand from early adopters → mainstream
- Enter new markets (EU/US/Canada)
- Compete against incumbents
- Build repeatable sales motion
```

**Strategic Priorities** (in order):
1. **Nail positioning** - Clear, differentiated value prop
2. **Scale acquisition** - Repeatable, efficient channels
3. **Prove retention** - Product stickiness, expansion revenue
4. **Expand markets** - Geographic + vertical expansion
5. **Build brand** - Awareness, trust, category leadership

### 1.2 ICP (Ideal Customer Profile) Definition

**B2B SaaS ICP Framework**:

**Firmographics**:
- Company size: 50-5000 employees (Series A sweet spot)
- Industry: SaaS, Tech, Professional Services
- Geography: US, Canada, UK, Germany, France (prioritize by TAM)
- Revenue: $5M-$500M annual
- Funding stage: Seed to Growth (avoid pre-product)

**Technographics**:
- Tech stack: Modern (cloud-first, API-driven)
- Maturity: Growing fast, willing to adopt new tools
- Existing tools: [List competitors + complementary products]
- Integration needs: Must integrate with [Salesforce, Slack, etc.]