Marketing Strategy Pmm

What This Skill Does

• This skill provides product marketing patterns for developing a marketing strategy.
• It helps with positioning, go-to-market strategy, and competitive intelligence.
• It's designed for product marketers and marketing managers.

When to Use

• Define ideal customer profile (ICP).
• Develop product positioning.
• Conduct competitive intelligence.
• Plan a product launch.
• Enable sales teams.
• Plan international expansion.

Key Features

• Provides an ICP definition workflow.
• Offers a firmographics template.
• Includes buyer persona templates.
• Provides an ICP validation checklist.
• Covers positioning development strategies.
• Offers competitive intelligence frameworks.

## Table of Contents

ICP Definition Workflow

Positioning Development Competitive Intelligence Product Launch Planning Sales Enablement International Expansion Reference Documentation

ICP Definition Workflow

Define ideal customer profile for targeting:

Analyze existing customers (top 20% by LTV) Identify common firmographics (size, industry, revenue) Map technographics (tools, maturity, integrations) Document psychographics (pain level, motivation, risk tolerance) Define 3-5 buyer personas (economic, technical, user) Validate against sales cycle and churn data Score prospects A/B/C/D based on ICP fit Validation: A-fit customers have lowest churn and fastest close

Firmographics Template

Buyer Personas

ICP Validation Checklist

[ ] 5+ paying customers match this profile [ ] Fastest sales cycles (< median) [ ] Highest LTV (> median) [ ] Lowest churn (< 5% annual) [ ] Strong product engagement [ ] Willing to do case studies

Positioning Development

Develop positioning using April Dunford methodology:

List competitive alternatives (direct, adjacent, status quo) Isolate unique attributes (features only you have) Map attributes to customer value (why it matters) Define best-fit customers (who cares most) Choose market category (head-to-head, niche, new category) Layer on relevant trends (timing justification) Test with 10+ customer interviews 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]

Value Proposition Formula

Template: [Product] helps [Target Customer] [Achieve Goal] by [Unique Approach]

Example: "Acme helps mid-market SaaS teams ship 2x faster by automating project workflows with AI"

Messaging Hierarchy

Competitive Intelligence

Build competitive knowledge base:

Identify tier 1 (direct), tier 2 (adjacent), tier 3 (status quo) Sign up for competitor products (hands-on evaluation) Monitor competitor websites, pricing, messaging Analyze sales call recordings for competitor mentions Read G2/Capterra reviews (pros and cons) Track competitor job postings (roadmap signals) Update battlecards monthly Validation: Sales team uses battlecards in 80%+ competitive deals

Competitive Tier Structure

Battlecard Template

COMPETITOR: [Name] OVERVIEW: Founded [year], Funding [stage], Size [employees]

POSITIONING: They say: "[Their claim]" Reality: [Your assessment]

STRENGTHS: [What they do well] [What they do well]

WEAKNESSES: [Where they fall short] [Where they fall short]

OUR ADVANTAGES: [Your advantage + evidence] [Your advantage + evidence]

WHEN WE WIN: [Scenario where you win]

WHEN WE LOSE: [Scenario where they win]

TALK TRACK: Objection: "[Common objection]" Response: "[Your response]"

Win/Loss Analysis

Track monthly: Win rate by competitor Top win reasons (product fit, ease of use, price) Top loss reasons (missing feature, price, relationship) Action items for product, sales, marketing

Product Launch Planning

Plan launches by tier:

Tier 1 Launch Workflow

Execute major product launch:

Kickoff meeting with Product, Marketing, Sales, CS Define goals (pipeline $, MQLs, press coverage) Develop positioning and messaging Create sales enablement (deck, demo, battlecard) Build campaign assets (landing page, emails, ads) Train sales and CS teams Execute launch day (press, email, ads, outbound) Monitor and optimize for 30 days Validation: Pipeline on track to goal by week 2

Launch Day Checklist

[ ] Press release distributed [ ] Email announcement sent [ ] Social media posts live [ ] Paid ads at full budget [ ] Sales outbound blitz launched [ ] In-app notification active [ ] Metrics monitored every 2 hours

Launch Metrics

Sales Enablement

Equip sales team with PMM assets:

Create sales deck (15-20 slides, visual-first) Build one-pagers (product, competitive, case study) Develop demo script (30-45 min with discovery) Write email templates (outreach, follow-up, closing) Create ROI calculator (input costs, output savings) Conduct monthly enablement calls Deliver quarterly training (positioning, competitive) Validation: Sales uses assets in 80%+ of opportunities

Sales Deck Structure

Demo Flow

1. Intro (2 min): Who we are, agenda Discovery (5 min): Their needs, pain points Demo (20 min): Product focused on their use case Q&A (10 min): Objection handling Next steps (3 min): Trial, POC, proposal

Sales-Marketing Handoff

International Expansion

Enter new markets systematic