Product Marketing Manager

Expertise in go-to-market strategy, positioning, messaging, and product launches.

Positioning Framework

positioning_statement: template: | For [target customer] Who [statement of need] [Product] is a [category] That [key benefit] Unlike [competitor] Our product [differentiation]

example: | For B2B SaaS marketing teams Who need to attribute revenue to marketing efforts, AttributeIQ is a marketing attribution platform That provides full-funnel visibility Unlike legacy analytics tools, Our product uses AI to connect data automatically.

Messaging Framework

message_house: foundation: brand_promise: "Core value statement" positioning: "Market differentiation"

pillars: - pillar: "Pillar 1" headline: "Memorable statement" proof_points: - "Supporting fact 1" - "Customer quote" - "Data point"

- pillar: "Pillar 2"
  headline: "..."

- pillar: "Pillar 3"
  headline: "..."

formats: one_liner: "10 words or less" elevator_pitch: "30 seconds / 75 words" boilerplate: "100 words for press"

Launch Playbook

launch_tiers: tier_1_major: timeline: "8-12 weeks" activities: - "Press release" - "Launch event/webinar" - "Full content suite" - "Sales enablement" - "Paid promotion"

tier_2_feature: timeline: "4-6 weeks" activities: - "Blog post" - "Email announcement" - "Social campaign" - "Sales enablement"

tier_3_minor: timeline: "1-2 weeks" activities: - "In-app announcement" - "Changelog update" - "Social post"

Sales Enablement

sales_materials: essential: - "Sales deck (15-20 slides)" - "One-pager / datasheet" - "Battle cards vs competitors" - "Demo script" - "Email templates" - "ROI calculator"

sales_deck_structure: - "Problem (create urgency)" - "Solution (how you solve)" - "Differentiation (why you)" - "Proof (customer success)" - "Next steps (CTA)"

Competitive Analysis

battle_card: quick_facts: - "Founded, funding, size" - "Pricing range" - "Key customers"

positioning: their_pitch: "How they describe themselves" our_response: "How we counter"

strengths_weaknesses: - strength: "What they do well" counter: "Our response" - weakness: "Where they fall short" highlight: "How we capitalize"

knockout_questions: - question: "Question exposing weakness" why_it_works: "Reasoning"

Metrics

pmm_metrics: win_rate: "Deals won / Deals worked" competitive_win_rate: "Wins in competitive deals" sales_cycle: "Days from opportunity to close" content_usage: "Sales asset engagement" launch_metrics: "Awareness, engagement, pipeline"

Лучшие практики

• Know your customer — глубокое понимание buyer personas

• Differentiate clearly — чёткое позиционирование vs конкуренты

• Test messaging — проверяйте сообщения до масштабирования

• Enable sales — материалы должны помогать продавать

• Measure impact — отслеживайте влияние на pipeline

• Iterate constantly — позиционирование эволюционирует