---
name: product-marketing-ops
description: "Product marketing and go-to-market strategy for B2B SaaS launches and positioning. Use this skill when planning a product launch, developing positioning and messaging, analyzing competitive landscape, building customer advocacy programs, conducting win/loss analysis, designing GTM strategy, creating category positioning, or planning analyst briefings. Also triggers on: positioning, product launch, competitive intelligence, messaging, customer advocacy, win/loss analysis, GTM, category design, analyst briefing, G2 review."
---

# Product Marketing Operations

## Step 0 (always first): Load brand context

**Before producing any deliverable, look for a `brand-context.md` file** in the user's project root (also check `./.claude/brand-context.md` and `./docs/brand-context.md`). It holds the company's ICP, positioning, messaging pillars, citable proof, voice, banned words, and compliance constraints.

- **If it exists:** read it in full and treat it as binding for this run. Hand its contents to every specialist agent you route work to, alongside the task brief. Its "Rules for agents reading this file" section overrides an agent's own defaults.
- **If it does not exist:** say so, point the user at the template ([`templates/brand-context.md`](../../templates/brand-context.md)), and offer to generate a filled draft by interviewing them or by reading their website and existing content. Then proceed with explicitly-labelled assumptions — never silently invented ones.

**Non-negotiable regardless of which path applies:** do not invent customer names, metrics, funding, integrations, certifications, or outcomes. Only proof recorded in `brand-context.md` (or supplied directly in the request) may be used as fact. Where a claim would help but no evidence exists, emit a `[NEEDS INPUT: …]` marker in the deliverable rather than a plausible-sounding guess.

---

## What This Is

Product Marketing Operations brings together positioning strategists, launch managers, messaging architects, competitive intelligence specialists, and customer advocacy leaders to build market-winning strategies for product launches and ongoing positioning. This skill orchestrates your go-to-market strategy to establish clear market positioning, build competitive differentiation, launch new products and features with impact, and develop the customer proof that drives sales pipeline. Whether you're launching a new product category, repositioning your solution in response to competitive threats, building customer advocacy for analyst briefings, or conducting win/loss analysis to understand market dynamics, Product Marketing Operations routes your request to the right specialist and ensures your GTM strategy aligns positioning, messaging, and customer proof.

## The Team: 5 Specialist Agents

| # | Agent | File | What They Do |
|---|-------|------|-------------|
| 1 | Positioning Strategist | `agents/pmm-positioning-strategist.md` | Develops market positioning that differentiates against competitors, establishes owned category/language, and creates message architecture that cascades through all marketing and sales |
| 2 | Messaging Architect | `agents/pmm-messaging-architect.md` | Translates positioning into buyer-resonant messaging, creates value proposition statements, develops proof points and customer proof, and ensures messaging consistency across channels |
| 3 | Launch Manager | `agents/pmm-launch-manager.md` | Plans and executes product launches and feature releases with coordinated demand generation, PR, analyst relations, sales enablement, and customer communication |
| 4 | Competitive Intelligence Specialist | `agents/pmm-competitive-intelligence.md` | Monitors competitive landscape, analyzes competitor positioning and capabilities, identifies market gaps, and provides strategic recommendations for competitive differentiation |
| 5 | Customer Advocacy Lead | `agents/pmm-customer-advocacy.md` | Builds customer advocacy programs including case studies, customer testimonials, analyst briefing participation, community programs, and G2 review management |

## How to Use

### Routing User Requests

**Market Positioning & Messaging** → Positioning Strategist + Messaging Architect
- "Develop market positioning that differentiates us from competitors"
- "Create positioning for a new product category we're establishing"
- "Build positioning to compete against [competitor] in enterprise segment"
- "Develop positioning that resonates with our new buyer persona (CFO vs. CTO)"

**Value Proposition & Messaging** → Messaging Architect
- "Create a clear value proposition statement for our landing page"
- "Develop proof points that prove our key differentiators"
- "Create messaging that resonates with enterprise security buyers"
- "Build benefit/value statements for each product feature"

**Product Launch** → Launch Manager
- "Plan the go-to-market launch for our new product"
- "Develop launch strategy for a new feature within our existing product"
- "Build launch timeline and dependencies for coordinating PR, sales, demand gen"
- "Create launch messaging and positioning that differentiates from competitors"

**Competitive Intelligence** → Competitive Intelligence Specialist
- "Analyze competitive landscape and identify where we're strong/weak vs. key competitors"
- "Develop win/loss analysis from customer conversations and sales feedback"
- "Create competitive battle cards and win strategies for sales team"
- "Monitor competitor positioning changes and recommend strategic response"

**Customer Proof & Advocacy** → Customer Advocacy Lead
- "Build customer advocacy program including case studies and testimonials"
- "Develop G2 review strategy and customer review management"
- "Plan analyst briefing participation (Gartner, Forrester, G2 reviews)"
- "Create customer success stories and proof of concept assets"

### Execution Model

**Phase 1: Market & Competitive Analysis (2-4 weeks)**
- Competitive Intelligence Specialist conducts market landscape analysis: identify 3-5 key competitors, map their positioning, analyze their go-to-market messaging
- Interview customers and prospects on how they evaluate solutions, what matters most, how we compare
- Analyze win/loss data: when we win, against whom, for what reasons; when we lose, to whom, for what reasons
- Identify market trends, buyer shifts, category evolution
- Develop positioning hypothesis: where can we own unique space vs. competitors

**Phase 2: Positioning & Messaging Development (2-3 weeks)**
- Positioning Strategist develops market positioning: owned category/language, core claim, supporting pillars, why us vs. competitors
- Messaging Architect translates positioning into buyer messaging: different message for different buyer personas and buying motives
- Develop proof points: customer proof, industry analyst validation, performance data, third-party endorsements
- Create messaging architecture: top-level positioning cascades to elevator pitch, website headline, sales pitch, email subject lines
- Validate messaging with customer interviews: does it resonate? Does it move buyers? What objections emerge?

**Phase 3: Go-to-Market Planning (2-4 weeks)**
- Launch Manager develops GTM plan: demand generation channels (paid, organic, partner), PR strategy, analyst relations, sales enablement, customer communication
- Customer Advocacy Lead develops customer proof collection: identify advocate customers, develop case study brief, plan testimonial collection
- Competitive Intelligence Specialist develops battle cards for sales with competitive positioning
- Messaging Architect ensures sales enablement materials align with positioning and messaging
- Timeline and dependency mapping: what must happen in what order to launch successfully

**Phase 4: Launch Execution (4-8 weeks)**
- Demand generation campaigns (content, ads, webinars, events) launch in coordinated sequence
- PR outreach, analyst briefings, customer announcements executed according to timeline
- Sales enablement rollout: battle cards, messaging docs, pitch scripts, customer proof assets
- Customer advocacy activation: case studies published, testimonials collected, analyst briefings conducted
- Monitoring: tracking messaging adoption, pipeline impact, competitive win rate

**Phase 5: Post-Launch Optimization (ongoing)**
- Competitive Intelligence Specialist monitors win/loss data and competitive responses
- Messaging Architect analyzes what messaging drives pipeline (which value props resonate, which proof points convert)
- Customer Advocacy Lead continuously collects new case studies and customer proof
- Launch Manager conducts post-launch retrospective: what worked, what didn't, how to improve next launch

### Key Frameworks

**Positioning Framework**
- Category/Market: What market are we playing in? How do we define it?
- Problem: What problem are we solving that the market cares about?
- Solution Approach: How do we solve the problem differently from alternatives?
- Key Differentiator: What is our sustainable competitive advantage (not just feature, but business model or approach)?
- Proof: What evidence supports our positioning (customer results, analyst validation, third-party benchmarks)?

**Messaging Architecture**
- Positioning Statement (40 words): The core positioning that informs all messaging
- Elevator Pitch (30 seconds): Concise introduction of problem, solution, result
- Sales Pitch (5 minutes): Situation → problem → solution → competitive differentiation → ROI
- Website Headline (8 words): The core value prop that appears on homepage
- Proof Points: 3-5 customer/data proof statements that validate the positioning
- Objection Handlers: Counter-arguments to competitive claims and pricing concerns

**Launch Timeline**
- Pre-launch (6-8 weeks): Positioning development, sales enablement, press/analyst outreach, customer case studies
- Launch week: coordinated demand gen campaign launch, PR announcements, analyst briefings, sales kickoff
- Post-launch (4-6 weeks): monitor pipeline impact, collect win/loss data, optimize messaging based on learnings, refresh collateral

**Competitive Win/Loss Analysis**
- Track wins: when we win, against which competitor, for what reasons (price, features, integration, team, service, implementation)
- Track losses: when we lose, to which competitor, for what reasons (their positioning was stronger, price too high, feature gap, longer implementation)
- Segment by buyer persona: do CFOs evaluate differently than CTOs? Do large enterprises evaluate differently than mid-market?
- Identify patterns: are we consistently losing on feature X to competitor Y? Are we winning on service but losing on price?
- Competitive recommendations: how should we adjust positioning, pricing, product, or go-to-market based on win/loss patterns?

**Analyst Relations Strategy**
- Tier 1 analysts (Gartner, Forrester, IDC): Maintain relationships, participate in reviews, provide data/feedback, position for favorable ratings
- Tier 2 analysts (niche, vertical-specific): Sponsor research, participate in briefings, provide POV on market trends
- Review sites (G2, Capterra, TrustRadius): Activate customer reviews, manage reputation, participate in comparisons
- Briefing content: Prepare positioning documents, demo videos, customer case studies, performance data for analyst briefings

**Customer Advocacy Program**
- Case study collection: Identify top customers (results, willingness, diverse use cases), develop brief, interview, write story, design asset
- Testimonials/Video: Collect 10-15 short testimonials from advocate customers (3 quotes + short video with outcome focus)
- Reference program: Curate list of customers willing to speak to prospects (by customer type, use case, vertical)
- Analyst briefings: Coordinate customer participation in Gartner, Forrester, G2 review participation
- Community/Events: Sponsor customer advisory boards, host user communities, create advocate ambassador programs

### Routing by Go-to-Market Motion

**Major Product Launch (new product category)**
- Positioning Strategist leads positioning development for new market category
- Launch Manager coordinates 12-16 week GTM program with demand generation, PR, analyst relations
- Customer Advocacy Lead collects compelling first-customer case studies and testimonials
- Competitive Intelligence Specialist monitors competitor response and win/loss data
- Messaging Architect ensures consistent messaging across all channels
- Success metrics: generate 50-100 qualified pipeline, 5-10 closed deals in first 90 days, establish market mindshare

**Feature Release (within existing product)**
- Messaging Architect develops messaging for feature and how it enhances value prop
- Launch Manager coordinates 6-8 week light GTM with customer announcement, sales push, demand gen component
- Customer Advocacy Lead identifies customers using feature to create proof of adoption
- Competitive Intelligence Specialist analyzes competitive response and feature differentiation
- Success metrics: drive feature adoption among customers, generate 10-20 pipeline, maintain competitive differentiation

**Repositioning (response to competitor or market shift)**
- Competitive Intelligence Specialist triggers analysis of competitive threat or market opportunity
- Positioning Strategist develops new positioning strategy that addresses market shift
- Messaging Architect develops new messaging framework and updates all collateral
- Launch Manager coordinates repositioning campaign with sales enablement and demand generation
- Customer Advocacy Lead develops proof points supporting new positioning
- Success metrics: increase win rate vs. competitor by 10-20%, improve average deal size, improve sales cycle

**Win/Loss Program (understanding market dynamics)**
- Competitive Intelligence Specialist conducts win/loss analysis interviews with sales team and recent customers
- Analyzes patterns: who beats us and why, where do we win, what drives deal value
- Develops recommendations on positioning, pricing, product, or go-to-market adjustments
- Brief leadership on findings and recommended actions
- Success metrics: identify 3-5 actionable improvements, track improvement impact in next quarter

## Output Standards

### Positioning Quality Checklist

**Clarity**
- Positioning can be explained in 2-3 sentences (if it requires paragraph explanation, it's not clear)
- Problem statement is specific and resonates with target buyer (not generic/everyone's problem)
- Solution approach is differentiated from what competitors claim (not "we're better" but "we're different")
- Core differentiator is sustainable (not a feature competitor could copy, but approach/business model/team capability)

**Market Validation**
- Positioning is validated against customer interviews (did customers recognize the problem, did they agree with our approach?)
- Positioning wins against competitive alternatives in buyer mind (we own this positioning, competitors don't claim it)
- Positioning has proof: customer results, analyst validation, third-party benchmarks support the claim
- Positioning addresses buyer's evaluation criteria (what matters to them, not what matters to us)

**Sales Enablement**
- Sales team can explain positioning in 30-second pitch without script
- Positioning differentiates in competitive sales conversations (reps know how to position vs. each competitor)
- Messaging cascades to all sales assets (slides, one-pagers, emails, objection handlers align with positioning)

### Messaging Quality Checklist

**Buyer-Centric Language**
- Messaging uses customer benefit language, not feature language (e.g., "reduce compliance risk" not "built-in audit logging")
- Messaging addresses buyer's priorities and pain (not our priorities for what we want to talk about)
- Messaging language matches buyer's world (enterprise IT directors speak different language than startup founders)
- Messaging is specific, not generic (specific outcome like "reduce resolution time from 24 hours to 4 hours" not "improve efficiency")

**Proof Point Strength**
- Proof points are customer-focused (result for customer, not feature we built)
- Proof points are specific and measurable (not "improved performance" but "30% faster query response")
- Proof points are customer quotes where possible (more credible than our claims)
- Proof points include variety (customer results, analyst validation, industry benchmarks, third-party endorsements)

**Messaging Consistency**
- All messaging (web, sales, PR, demand gen) uses consistent core positioning and language
- Different buyer personas get tailored messaging (CFO hears different pitch than CTO) but core positioning consistent
- Messaging updates cascaded across all channels when positioning changes
- Sales and marketing messaging aligned (not contradicting each other)

### Deliverable Specifications

**Positioning & Messaging Document**
- Executive summary: positioning statement (40 words), core claim, key differentiators
- Market overview: target market size, buyer personas, buying criteria
- Problem statement: specific problem solved, why market cares, current state pain
- Solution approach: how we solve it, why our approach is different
- Competitive differentiation: competitors, their positioning, how we're different
- Proof: customer results, analyst validation, third-party benchmarks, case studies
- Message architecture: elevator pitch, sales pitch, website headline, email subject lines
- Proof points by buyer persona: different proof for CFO vs. CTO vs. operations
- Objection handlers: common objections and response frameworks

**Competitive Battle Card Library**
- One-page battle card per competitor (company overview, strengths vs. us, weaknesses vs. us, win strategy)
- Competitive matrix (side-by-side feature/capability comparison)
- Win/loss data by competitor (how often we win vs. them, deal sizes, buying personas)
- Competitive messaging analysis (their positioning, key messages, proof points)
- Sales conversation playbook (how to position in competitive conversation, which proof points to use)

**Launch Plan**
- Executive overview: product/feature being launched, target buyer, launch objectives, success metrics
- Timeline: pre-launch (8 weeks) → launch week → post-launch (4 weeks)
- Demand generation plan: which channels, content by channel, campaign schedule, budget allocation
- PR strategy: key messages, target outlets, embargos, speaking opportunities
- Analyst relations plan: target analysts, briefing schedule, key messages for briefings
- Sales enablement plan: battle cards, pitch scripts, messaging docs, customer proof assets
- Customer communication plan: announcement timing, customer email copy, customer briefing schedule
- Budget and resource allocation by function

**Customer Advocacy Program**
- Advocate customer list (10-15 customers by segment, use case, willingness, availability)
- Case study collection plan: which customers, case study brief, interview schedule, approval process
- Testimonial collection: which customers, proof point focus, interview schedule, video/quote format
- Analyst briefing coordination: which analysts, customer participants, talking points
- G2/review site management: review monitoring, customer activation, rating management
- Community program: customer advisory board, user community, event participation
- Reference selling: structured reference program, tracking, training for references

**Win/Loss Analysis Report**
- Executive summary: key findings and recommendations
- Methodology: analysis approach, sample size, interview approach, confidence level
- Win/loss summary: percentage winning vs. losing, win/loss by competitor, by deal size, by segment
- Win analysis: when we win, against which competitors, for what reasons, buying persona patterns
- Loss analysis: when we lose, to which competitors, for what reasons (product gap, price, implementation, team), buying persona patterns
- Competitive positioning analysis: how competitors position, what messaging resonates, where gaps exist
- Recommendations: positioning adjustments, product gaps to address, pricing changes, go-to-market adjustments
- Tracking metrics: track recommendations impact in next quarter

**Messaging Framework Document**
- Positioning statement (40 words)
- Elevator pitch (30 seconds): situation → problem → solution → result
- Website headline (8 words): core value prop
- Sales pitch (5 minutes): detailed situation → problem → solution → competitive differentiation → ROI
- Feature-benefit ladder: each product feature → customer benefit → quantified outcome
- Proof points (3-5): customer results, analyst validation, performance data, social proof
- Objection handlers (top 10): common concerns and response frameworks
- By buyer persona: tailor messaging for CFO vs. CTO vs. Operations vs. Procurement
- By industry/vertical: adjust language for specific vertical if relevant

### Quality Review Process

Before launching messaging or position to market:

1. **Customer Validation**: Have we tested this positioning/messaging with customers? Do they recognize the problem? Do they agree with approach?
2. **Competitor Check**: Can competitors claim this positioning or do we own it? Are we claiming something they're already claiming?
3. **Sales Usability**: Can sales team explain this without script? Does it help win deals?
4. **Proof Strength**: Do we have proof to support the claims we're making? (customer results, analyst validation, benchmarks)
5. **Messaging Consistency**: Does this align with brand voice and existing messaging?
6. **Compliance**: Are all claims substantiated? Are required disclaimers included?

### Success Metrics by Program

**Product Launch**
- Pipeline generated: 50-100 qualified opportunities in first 90 days
- Close rate: 5-10% of generated pipeline closes to customer in first year
- Win rate: 60%+ of competitive deals with messaging focus win
- Sales adoption: 80%+ of sales team using launch messaging and battle cards within 30 days
- Customer awareness: brand awareness lift 20-30% among target buyer within 90 days

**Positioning & Messaging**
- Sales adoption: 80%+ of sales team explaining positioning correctly within 30 days
- Message consistency: 90%+ of marketing assets use consistent core messaging
- Win rate improvement: 10-15% improvement in win rate against key competitors within 90 days
- Deal size: 5-10% increase in average deal size when key differentiators are effectively communicated

**Customer Advocacy**
- Case study collection: 2-3 new case studies published per quarter
- Analyst briefing participation: 5-10 customer briefings per quarter with Tier 1 analysts
- G2 reviews: 20%+ increase in customer review participation, 4.5+ average rating
- Reference program: 50-100 customer references available by role, use case, vertical
- Testimonial collection: 10-15 short testimonials with video supporting key proof points

**Win/Loss Program**
- Interview completion: conduct 20-30 win/loss interviews per quarter
- Finding clarity: identify 5-10 actionable recommendations per analysis
- Recommendation implementation: track implementation of top 3-5 recommendations
- Impact measurement: measure win rate improvement from recommendations within 90 days
- Competitive learning: update competitive battle cards monthly based on win/loss learnings

## Tools & Systems

**Competitive Intelligence Platform**
- Competitor monitoring tool (G2, Capterra, TrustRadius for review monitoring)
- Competitive intel aggregation (sales battlecards, feature matrices, positioning updates)
- Win/loss tracking (CRM integration to track competitors in deals)
- Market research synthesis (analyst reports, research data, articles)

**Messaging & Content Platform**
- Messaging repository (positioning, messaging hierarchy, proof points)
- Sales collateral management (pitch decks, one-pagers, objection handlers)
- Case study library (customer stories, testimonials, video assets)
- Brand guidelines and messaging standards

**Marketing Analytics**
- Pipeline attribution (track pipeline from launch initiatives)
- Messaging performance (track which messaging drives conversions)
- Win/loss analysis dashboard (win rates by competitor, by positioning focus)
- Customer awareness metrics (brand awareness, message recall, competitor comparison)

**Customer Advocacy Platform**
- Case study tracking (which customers, status, timeline)
- Reference program (reference availability, selection criteria, feedback)
- G2/review management (review monitoring, customer activation alerts)
- Analyst relationship tracking (briefing schedule, relationship health, review outcomes)