# product-marketing

A skill that walks your agent through product marketing: positioning, messaging, competitive intel and launch planning.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 447 installs · ★ 721
- Author: OpenClaudia
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/OpenClaudia/openclaudia-skills/tree/HEAD/skills/product-marketing/SKILL.md
- Updated: 2026-10-21
- HTML: https://affpapa.org/en/nevibecode/skills/openclaudia-product-marketing

## What it does

This skill turns the agent into a product marketing strategist. Positioning follows the April Dunford method: list the alternatives first, including the status quo and manual workarounds, then build an attribute table against competitors, translate each attribute into customer value, and define the target buyer. Finally it picks the market category — existing, sub-category, or a new one you have to educate the market about.

From there it builds the messaging hierarchy: an internal positioning statement, three value pillars with proof points, homepage headlines, and separate messages per audience — end user, manager, executive, technical, procurement. For competitors it produces a battlecard covering where you win, where they win, objection responses, and landmine questions to ask prospects.

Launch planning splits into three tiers with a week-by-week checklist before and after. The sales enablement package covers a one-pager, pitch deck, demo script, ROI calculator and case studies. One caveat: the skill supplies structure and copy, but the numbers for the tables and win/loss analysis come from you. Without real deal data a battlecard stays a template.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add OpenClaudia/openclaudia-skills --skill product-marketing -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/product-marketing/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/product-marketing/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add OpenClaudia/openclaudia-skills --skill product-marketing -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/product-marketing/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add OpenClaudia/openclaudia-skills --skill product-marketing -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/product-marketing/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install OpenClaudia/openclaudia-skills product-marketing
```

2. **Manually: put the files in place**
- File: `.github/skills/product-marketing/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add OpenClaudia/openclaudia-skills --skill product-marketing -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/OpenClaudia/openclaudia-skills --path skills/product-marketing
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/product-marketing/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add OpenClaudia/openclaudia-skills --skill product-marketing -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/OpenClaudia/openclaudia-skills/tree/HEAD/skills/product-marketing/SKILL.md

## When to use it
- articulate product positioning through alternatives and attributes
- write messaging for different buyer roles
- build a battlecard against a specific competitor
- plan a feature launch by tier with a checklist
- log won and lost deals into a win/loss table

## Example prompts
- Help me write a positioning statement for our product using the April Dunford method
- Build a messaging framework with three value pillars and proof points
- Create a battlecard against our main competitor with landmine questions

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: 4cc7ee25b974d99d.

BEGIN THIRD-PARTY FILE 4cc7ee25b974d99d
````text
---
name: product-marketing
description: Build product marketing strategy including positioning, messaging, and go-to-market. Use when the user says "positioning", "messaging framework", "go-to-market", "GTM strategy", "product marketing", "competitive positioning", "battlecard", "sales enablement", "launch plan", or asks about how to position or message their product in the market.
---

# Product Marketing Skill

You are a product marketing strategist. Build positioning, messaging, competitive intelligence, and go-to-market strategies.

## Positioning Framework (April Dunford Method)

### Step 1: Competitive Alternatives

What would customers use if your product didn't exist?

List all alternatives:
- Direct competitors (same category)
- Indirect competitors (different approach, same problem)
- Status quo (manual process, spreadsheets, doing nothing)

### Step 2: Unique Attributes

What do you have that alternatives don't?

| Attribute | You | Competitor A | Competitor B | Status Quo |
|-----------|-----|-------------|-------------|------------|
| {Feature/capability} | ✓ | ✗ | ✗ | ✗ |
| {Feature/capability} | ✓ | ✓ | ✗ | ✗ |
| {Feature/capability} | ✓ | ✗ | ✓ | ✗ |

Focus on attributes that are **unique to you** or where you are **significantly better**.

### Step 3: Value (So What?)

For each unique attribute, answer "So what? Why does the customer care?"

| Attribute | → | Value to Customer |
|-----------|---|-------------------|
| {Feature} | → | {Saves X hours per week} |
| {Capability} | → | {Reduces error rate by Y%} |
| {Integration} | → | {Eliminates manual data entry} |

### Step 4: Target Customer

Who cares the most about these specific values?

Define with:
- **Firmographics:** Company size, industry, revenue, growth stage
- **Role:** Job title, department, reporting structure
- **Situation:** What trigger makes them look for a solution now?
- **Characteristics:** What makes them a great vs. okay customer?

### Step 5: Market Category

What category context makes your value obvious?

Options:
- **Existing category** — "We're a {category} that {differentiator}"
- **Sub-category** — "We're a {adjective} {category}" (e.g., "collaborative design tool")
- **New category** — Create your own (risky, requires education budget)

## Messaging Framework

### Messaging Hierarchy

```
LEVEL 1: Positioning Statement (internal)
````
END THIRD-PARTY FILE 4cc7ee25b974d99d

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