marketing-strategy-pmm

Document competitive alternatives including doing nothing, differentiated capabilities, customer value in their language, the target segment where value is most acute, and a market frame. Test positioning against real customer language and sales evidence rather than internal assumptions.

Size the launch by customer impact and business risk, then define audience, change story, readiness criteria, channels, enablement, adoption path, metrics, owners, and rollback plans. Prefer staged tests when uncertainty is high.

An ideal customer profile defines the actionable customer for targeting and qualification, including triggering situations, buying criteria, and disqualification signals. A broad addressable market describes total opportunity but is not actionable for sales qualification.

Use this Skill for positioning, messaging, launch choices, and commercial planning. For channel-level campaign execution such as ads, email, or social, use the executing-marketing-campaigns skill instead.

Track customer-relevant alternatives rather than feature grids, record source and date for every claim, and separate public fact from perception and inference. Build battlecards around discovery questions, differentiation, proof, and objection handling without misrepresentation.