aigroup-workflow 1.0.0

package/skills/jarvis/engineering-team/docs/skills/marketing-skill/marketing-strategy-pmm.md

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+---
+title: "Marketing Strategy & PMM — Agent Skill for Marketing"
+description: "Product marketing skill for positioning, GTM strategy, competitive intelligence, and product launches. Use when the user asks about product. Agent skill for Claude Code, Codex CLI, Gemini CLI, OpenClaw."
+---
+
+# Marketing Strategy & PMM
+
+<div class="page-meta" markdown>
+<span class="meta-badge">:material-bullhorn-outline: Marketing</span>
+<span class="meta-badge">:material-identifier: `marketing-strategy-pmm`</span>
+<span class="meta-badge">:material-github: <a href="https://github.com/alirezarezvani/claude-skills/tree/main/marketing-skill/marketing-strategy-pmm/SKILL.md">Source</a></span>
+</div>
+
+<div class="install-banner" markdown>
+<span class="install-label">Install:</span> <code>claude /plugin install marketing-skills</code>
+</div>
+
+
+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/skills/jarvis/engineering-team/docs/skills/marketing-skill/onboarding-cro.md

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+---
+title: "Onboarding CRO — Agent Skill for Marketing"
+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. Agent skill for Claude Code, Codex CLI, Gemini CLI, OpenClaw."
+---
+
+# Onboarding CRO
+
+<div class="page-meta" markdown>
+<span class="meta-badge">:material-bullhorn-outline: Marketing</span>
+<span class="meta-badge">:material-identifier: `onboarding-cro`</span>
+<span class="meta-badge">:material-github: <a href="https://github.com/alirezarezvani/claude-skills/tree/main/marketing-skill/onboarding-cro/SKILL.md">Source</a></span>
+</div>
+
+<div class="install-banner" markdown>
+<span class="install-label">Install:</span> <code>claude /plugin install marketing-skills</code>
+</div>
+
+
+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
+
+**For comprehensive experiment ideas**: See [references/experiments.md](https://github.com/alirezarezvani/claude-skills/tree/main/marketing-skill/onboarding-cro/references/experiments.md)
+
+---
+
+## 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 |