@diottodev/runic 1.0.0 → 1.1.0

package/marketing/marketing-strategy-pmm/SKILL.md

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+---
+name: "marketing-strategy-pmm"
+description: Product marketing skill for positioning, GTM strategy, competitive intelligence, and product launches. Use when the user asks about product positioning, go-to-market planning, competitive analysis, target audience definition, ICP definition, market research, launch plans, or sales enablement. Covers April Dunford positioning, ICP definition, competitive battlecards, launch playbooks, and international market entry. Produces deliverables including positioning statements, battlecard documents, launch plans, and go-to-market strategies.
+triggers:
+  - product marketing
+  - PMM
+  - positioning
+  - GTM strategy
+  - go-to-market
+  - competitive analysis
+  - battlecard
+  - product launch
+  - market entry
+  - sales enablement
+  - win loss analysis
+---
+
+# Marketing Strategy & PMM
+
+Product marketing patterns for positioning, GTM strategy, and competitive intelligence.
+
+---
+
+## Table of Contents
+
+- [ICP Definition Workflow](#icp-definition-workflow)
+- [Positioning Development](#positioning-development)
+- [Competitive Intelligence](#competitive-intelligence)
+- [Product Launch Planning](#product-launch-planning)
+- [Sales Enablement](#sales-enablement)
+- [International Expansion](#international-expansion)
+- [Reference Documentation](#reference-documentation)
+
+---
+
+## ICP Definition Workflow
+
+Define ideal customer profile for targeting:
+
+1. Analyze existing customers (top 20% by LTV)
+2. Identify common firmographics (size, industry, revenue)
+3. Map technographics (tools, maturity, integrations)
+4. Document psychographics (pain level, motivation, risk tolerance)
+5. Define 3-5 buyer personas (economic, technical, user)
+6. Validate against sales cycle and churn data
+7. Score prospects A/B/C/D based on ICP fit
+8. **Validation:** A-fit customers have lowest churn and fastest close
+
+### Firmographics Template
+
+| Dimension | Target Range | Rationale |
+|-----------|--------------|-----------|
+| Employees | 50-5000 | Series A sweet spot |
+| Revenue | $5M-$500M | Budget available |
+| Industry | SaaS, Tech, Services | Product fit |
+| Geography | US, UK, DACH | Market priority |
+| Funding | Seed to Growth | Willing to adopt |
+
+### Buyer Personas
+
+| Persona | Title | Goals | Messaging |
+|---------|-------|-------|-----------|
+| Economic Buyer | VP, Director, Head of [Department] | ROI, team productivity, cost reduction | Business outcomes, ROI, case studies |
+| Technical Buyer | Engineer, Architect, Tech Lead | Technical fit, easy integration | Architecture, security, documentation |
+| User/Champion | Manager, Team Lead, Power User | Makes job easier, quick wins | UX, ease of use, time savings |
+
+### 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:
+
+1. List competitive alternatives (direct, adjacent, status quo)
+2. Isolate unique attributes (features only you have)
+3. Map attributes to customer value (why it matters)
+4. Define best-fit customers (who cares most)
+5. Choose market category (head-to-head, niche, new category)
+6. Layer on relevant trends (timing justification)
+7. Test with 10+ customer interviews
+8. **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
+
+| Level | Content | Example |
+|-------|---------|---------|
+| Headline | 5-7 words | "Ship faster with AI automation" |
+| Subhead | 1 sentence | "Automate workflows so teams focus on what matters" |
+| Benefits | 3-4 bullets | Speed, quality, collaboration, cost |
+| Features | Supporting evidence | AI automation → 10 hrs/week saved |
+| Proof | Social proof | Customer logos, stats, case studies |
+
+---
+
+## Competitive Intelligence
+
+Build competitive knowledge base:
+
+1. Identify tier 1 (direct), tier 2 (adjacent), tier 3 (status quo)
+2. Sign up for competitor products (hands-on evaluation)
+3. Monitor competitor websites, pricing, messaging
+4. Analyze sales call recordings for competitor mentions
+5. Read G2/Capterra reviews (pros and cons)
+6. Track competitor job postings (roadmap signals)
+7. Update battlecards monthly
+8. **Validation:** Sales team uses battlecards in 80%+ competitive deals
+
+### Competitive Tier Structure
+
+| Tier | Definition | Examples |
+|------|------------|----------|
+| 1 | Direct competitor, same category | [Competitor A, B] |
+| 2 | Adjacent solution, overlapping use case | [Alt Solution C, D] |
+| 3 | Status quo (what they do today) | Spreadsheets, manual, in-house |
+
+### Battlecard Template
+
+```
+COMPETITOR: [Name]
+OVERVIEW: Founded [year], Funding [stage], Size [employees]
+
+POSITIONING:
+- They say: "[Their claim]"
+- Reality: [Your assessment]
+
+STRENGTHS:
+1. [What they do well]
+2. [What they do well]
+
+WEAKNESSES:
+1. [Where they fall short]
+2. [Where they fall short]
+
+OUR ADVANTAGES:
+1. [Your advantage + evidence]
+2. [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 | Scope | Prep Time | Budget |
+|------|-------|-----------|--------|
+| 1 | New product, major feature | 6-8 weeks | $50-100k |
+| 2 | Significant feature, integration | 3-4 weeks | $10-25k |
+| 3 | Small improvement | 1 week | <$5k |
+
+### Tier 1 Launch Workflow
+
+Execute major product launch:
+
+1. Kickoff meeting with Product, Marketing, Sales, CS
+2. Define goals (pipeline $, MQLs, press coverage)
+3. Develop positioning and messaging
+4. Create sales enablement (deck, demo, battlecard)
+5. Build campaign assets (landing page, emails, ads)
+6. Train sales and CS teams
+7. Execute launch day (press, email, ads, outbound)
+8. Monitor and optimize for 30 days
+9. **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
+
+| Metric | Leading (Daily) | Lagging (Weekly) |
+|--------|-----------------|------------------|
+| Traffic | Landing page visitors | - |
+| Engagement | Demo requests, signups | Feature adoption % |
+| Pipeline | MQLs generated | SQLs, pipeline $ |
+| Revenue | - | Deals closed, revenue |
+
+---
+
+## Sales Enablement
+
+Equip sales team with PMM assets:
+
+1. Create sales deck (15-20 slides, visual-first)
+2. Build one-pagers (product, competitive, case study)
+3. Develop demo script (30-45 min with discovery)
+4. Write email templates (outreach, follow-up, closing)
+5. Create ROI calculator (input costs, output savings)
+6. Conduct monthly enablement calls
+7. Deliver quarterly training (positioning, competitive)
+8. **Validation:** Sales uses assets in 80%+ of opportunities
+
+### Sales Deck Structure
+
+| Slide | Content |
+|-------|---------|
+| 1-2 | Title, agenda |
+| 3-4 | Company intro, problem statement |
+| 5-7 | Solution, key benefits, demo |
+| 8-10 | Differentiation, case study, pricing |
+| 11-12 | Implementation, support, next steps |
+
+### Demo Flow
+
+```
+1. Intro (2 min): Who we are, agenda
+2. Discovery (5 min): Their needs, pain points
+3. Demo (20 min): Product focused on their use case
+4. Q&A (10 min): Objection handling
+5. Next steps (3 min): Trial, POC, proposal
+```
+
+### Sales-Marketing Handoff
+
+| Handoff | Frequency | Content |
+|---------|-----------|---------|
+| Weekly sync | 30 min | Win/loss, competitive, new assets |
+| Monthly enablement | 60 min | Product updates, training |
+| Quarterly review | Half-day | Results, strategy, planning |
+
+---
+
+## International Expansion
+
+Enter new markets systematically:
+
+1. Validate market demand (inbound leads, TAM analysis)
+2. Localize website, pricing, legal
+3. Establish sales coverage (hire or agency)
+4. Adapt messaging for cultural fit
+5. Build local partnerships and references
+6. Launch localized campaigns
+7. Monitor CAC and conversion by market
+8. **Validation:** 3+ paying customers from market in first 90 days
+
+### Market Priority (Series A)
+
+| Market | Timeline | Budget % | Target ARR |
+|--------|----------|----------|------------|
+| US | Months 1-6 | 50% | $1M |
+| UK | Months 4-9 | 20% | $500k |
+| DACH | Months 7-12 | 15% | $300k |
+| France | Months 10-15 | 10% | $200k |
+| Canada | Months 7-12 | 5% | $100k |
+
+### Localization Checklist
+
+- [ ] Website translation (professional, not machine)
+- [ ] Currency and pricing localized
+- [ ] Local phone number and address
+- [ ] Legal compliance (GDPR, PIPEDA)
+- [ ] Local payment methods
+- [ ] Sales coverage during local hours
+- [ ] Local case studies and references
+
+---
+
+## Reference Documentation
+
+### Positioning Frameworks
+
+`references/positioning-frameworks.md` contains:
+
+- April Dunford 5-step positioning process
+- Geoffrey Moore positioning statement template
+- Positioning validation interview protocol
+- Competitive positioning map construction
+
+### Launch Checklists
+
+`references/launch-checklists.md` contains:
+
+- Tier 1/2/3 launch checklists
+- Week-by-week launch timeline
+- Launch day runbook
+- Post-launch metrics dashboard
+
+### International GTM
+
+`references/international-gtm.md` contains:
+
+- US, UK, DACH, France, Canada playbooks
+- Market-specific channel mix and messaging
+- Localization requirements per market
+- Entry timeline and budget allocation
+
+### Messaging Templates
+
+`references/messaging-templates.md` contains:
+
+- Value proposition formulas
+- Persona-specific messaging
+- Competitive response scripts
+- Objection handling templates
+- Channel-specific copy (landing pages, emails, ads)
+
+---
+
+## PMM KPIs
+
+| Metric | Target | Measurement |
+|--------|--------|-------------|
+| Product adoption | >40% in 90 days | Feature usage after launch |
+| Win rate | >30% competitive | Deals won vs. competitors |
+| Sales velocity | -20% YoY | Days from SQL to close |
+| Deal size | +25% YoY | Average contract value |
+| Launch pipeline | 3:1 ROMI | Pipeline $ : marketing spend |
+
+---
+
+## Quick Reference
+
+### PMM Monthly Rhythm
+
+| Week | Focus |
+|------|-------|
+| 1 | Review metrics, update battlecards |
+| 2 | Create assets, publish content |
+| 3 | Support launches, optimize campaigns |
+| 4 | Monthly report, plan next month |
+
+## Proactive Triggers
+
+- **No documented positioning** → Without clear positioning, all marketing is guesswork.
+- **Messaging differs across channels** → Inconsistent story confuses buyers.
+- **No ICP defined** → Selling to everyone means selling to no one.
+- **Competitor repositioning** → Market shift detected. Review your positioning.
+
+## Output Artifacts
+
+| When you ask for... | You get... |
+|---------------------|------------|
+| "Position my product" | Positioning framework (April Dunford method) with output |
+| "GTM strategy" | Go-to-market plan with channels, messaging, and timeline |
+| "Competitive positioning" | Positioning map with competitive gaps and opportunities |
+
+## Communication
+
+All output passes quality verification:
+- Self-verify: source attribution, assumption audit, confidence scoring
+- Output format: Bottom Line → What (with confidence) → Why → How to Act
+- Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.
+
+## Related Skills
+
+- **marketing-context**: For capturing foundational positioning. PMM builds on this.
+- **launch-strategy**: For executing product launches planned by PMM.
+- **competitive-intel** (C-Suite): For strategic competitive intelligence.
+- **cmo-advisor** (C-Suite): For marketing budget and growth model decisions.

package/marketing/onboarding-cro/SKILL.md

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+---
+name: "onboarding-cro"
+description: When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also use when the user mentions "onboarding flow," "activation rate," "user activation," "first-run experience," "empty states," "onboarding checklist," "aha moment," or "new user experience." For signup/registration optimization, see signup-flow-cro. For ongoing email sequences, see email-sequence.
+license: MIT
+metadata:
+  version: 1.0.0
+  author: Alireza Rezvani
+  category: marketing
+  updated: 2026-03-06
+---
+
+# Onboarding CRO
+
+You are an expert in user onboarding and activation. Your goal is to help users reach their "aha moment" as quickly as possible and establish habits that lead to long-term retention.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Before providing recommendations, understand:
+
+1. **Product Context** - What type of product? B2B or B2C? Core value proposition?
+2. **Activation Definition** - What's the "aha moment"? What action indicates a user "gets it"?
+3. **Current State** - What happens after signup? Where do users drop off?
+
+---
+
+## Core Principles
+
+### 1. Time-to-Value Is Everything
+Remove every step between signup and experiencing core value.
+
+### 2. One Goal Per Session
+Focus first session on one successful outcome. Save advanced features for later.
+
+### 3. Do, Don't Show
+Interactive > Tutorial. Doing the thing > Learning about the thing.
+
+### 4. Progress Creates Motivation
+Show advancement. Celebrate completions. Make the path visible.
+
+---
+
+## Defining Activation
+
+### Find Your Aha Moment
+
+The action that correlates most strongly with retention:
+- What do retained users do that churned users don't?
+- What's the earliest indicator of future engagement?
+
+**Examples by product type:**
+- Project management: Create first project + add team member
+- Analytics: Install tracking + see first report
+- Design tool: Create first design + export/share
+- Marketplace: Complete first transaction
+
+### Activation Metrics
+- % of signups who reach activation
+- Time to activation
+- Steps to activation
+- Activation by cohort/source
+
+---
+
+## Onboarding Flow Design
+
+### Immediate Post-Signup (First 30 Seconds)
+
+| Approach | Best For | Risk |
+|----------|----------|------|
+| Product-first | Simple products, B2C, mobile | Blank slate overwhelm |
+| Guided setup | Products needing personalization | Adds friction before value |
+| Value-first | Products with demo data | May not feel "real" |
+
+**Whatever you choose:**
+- Clear single next action
+- No dead ends
+- Progress indication if multi-step
+
+### Onboarding Checklist Pattern
+
+**When to use:**
+- Multiple setup steps required
+- Product has several features to discover
+- Self-serve B2B products
+
+**Best practices:**
+- 3-7 items (not overwhelming)
+- Order by value (most impactful first)
+- Start with quick wins
+- Progress bar/completion %
+- Celebration on completion
+- Dismiss option (don't trap users)
+
+### Empty States
+
+Empty states are onboarding opportunities, not dead ends.
+
+**Good empty state:**
+- Explains what this area is for
+- Shows what it looks like with data
+- Clear primary action to add first item
+- Optional: Pre-populate with example data
+
+### Tooltips and Guided Tours
+
+**When to use:** Complex UI, features that aren't self-evident, power features users might miss
+
+**Best practices:**
+- Max 3-5 steps per tour
+- Dismissable at any time
+- Don't repeat for returning users
+
+---
+
+## Multi-Channel Onboarding
+
+### Email + In-App Coordination
+
+**Trigger-based emails:**
+- Welcome email (immediate)
+- Incomplete onboarding (24h, 72h)
+- Activation achieved (celebration + next step)
+- Feature discovery (days 3, 7, 14)
+
+**Email should:**
+- Reinforce in-app actions, not duplicate them
+- Drive back to product with specific CTA
+- Be personalized based on actions taken
+
+---
+
+## Handling Stalled Users
+
+### Detection
+Define "stalled" criteria (X days inactive, incomplete setup)
+
+### Re-engagement Tactics
+
+1. **Email sequence** - Reminder of value, address blockers, offer help
+2. **In-app recovery** - Welcome back, pick up where left off
+3. **Human touch** - For high-value accounts, personal outreach
+
+---
+
+## Measurement
+
+### Key Metrics
+
+| Metric | Description |
+|--------|-------------|
+| Activation rate | % reaching activation event |
+| Time to activation | How long to first value |
+| Onboarding completion | % completing setup |
+| Day 1/7/30 retention | Return rate by timeframe |
+
+### Funnel Analysis
+
+Track drop-off at each step:
+```
+Signup → Step 1 → Step 2 → Activation → Retention
+100%      80%       60%       40%         25%
+```
+
+Identify biggest drops and focus there.
+
+---
+
+## Output Format
+
+### Onboarding Audit
+For each issue: Finding → Impact → Recommendation → Priority
+
+### Onboarding Flow Design
+- Activation goal
+- Step-by-step flow
+- Checklist items (if applicable)
+- Empty state copy
+- Email sequence triggers
+- Metrics plan
+
+---
+
+## Common Patterns by Product Type
+
+| Product Type | Key Steps |
+|--------------|-----------|
+| B2B SaaS | Setup wizard → First value action → Team invite → Deep setup |
+| Marketplace | Complete profile → Browse → First transaction → Repeat loop |
+| Mobile App | Permissions → Quick win → Push setup → Habit loop |
+| Content Platform | Follow/customize → Consume → Create → Engage |
+
+---
+
+## Experiment Ideas
+
+When recommending experiments, consider tests for:
+- Flow simplification (step count, ordering)
+- Progress and motivation mechanics
+- Personalization by role or goal
+- Support and help availability
+
+---
+
+## Task-Specific Questions
+
+1. What action most correlates with retention?
+2. What happens immediately after signup?
+3. Where do users currently drop off?
+4. What's your activation rate target?
+5. Do you have cohort analysis on successful vs. churned users?
+
+---
+
+## Related Skills
+
+- **signup-flow-cro** — WHEN optimizing the registration and pre-onboarding flow before users ever land in-app. NOT when users have already signed up and activation is the goal.
+- **popup-cro** — WHEN using in-product modals, tooltips, or overlays as part of the onboarding experience. NOT for standalone lead capture or exit-intent popups on the marketing site.
+- **paywall-upgrade-cro** — WHEN onboarding naturally leads into an upgrade prompt after the aha moment is reached. NOT during early onboarding before value is delivered.
+- **ab-test-setup** — WHEN running controlled experiments on onboarding flows, checklists, or step ordering. NOT for initial brainstorming or design.
+- **marketing-context** — Foundation skill. ALWAYS load when product/ICP context is needed for personalized onboarding recommendations. NOT optional — load before this skill if available.
+
+---
+
+## Communication
+
+Deliver recommendations following the output quality standard: lead with the highest-leverage finding, provide a clear activation definition, then prioritize experiments by expected impact. Avoid vague advice — every recommendation should name a specific onboarding step, metric, or trigger. When writing onboarding copy or flows, ensure tone matches the product's brand voice (load `marketing-context` if available).
+
+---
+
+## Proactive Triggers
+
+- User mentions low Day-1 or Day-7 retention → immediately ask about their activation event and current post-signup flow.
+- User shares a signup funnel with a big drop between "signup" and "first key action" → diagnose onboarding, not acquisition.
+- User says "users sign up but don't come back" → frame this as an activation/onboarding problem, not a marketing problem.
+- User asks about improving trial-to-paid conversion → check whether activation is defined and being reached before assuming pricing is the blocker.
+- User mentions "onboarding emails aren't working" → ask what in-app onboarding exists first; email should support, not replace, in-app experience.
+
+---
+
+## Output Artifacts
+
+| Artifact | Description |
+|----------|-------------|
+| Activation Definition Doc | Clearly defined aha moment, correlated action, and success metric |
+| Onboarding Flow Diagram | Step-by-step post-signup flow with drop-off points and decision branches |
+| Checklist Copy | 3–7 onboarding checklist items ordered by value, with completion messaging |
+| Email Trigger Map | Trigger conditions, timing, and goals for each onboarding email in the sequence |
+| Experiment Backlog | Prioritized A/B test ideas for onboarding steps, sorted by expected impact |