pmalliance/product-marketing-skills

6 skills

• claim-check

  Take every claim in your current messaging and check whether anything in your evidence base actually backs it. Reads your positioning and copy against your proof material - reviews, case studies, call transcripts, data - and flags the claims running on faith. Use before a launch or a website refresh, when tightening messaging, or when you want to know which of your claims would survive a skeptical buyer or a legal review. Triggers: "can we back this claim," "is our messaging supported," "evidence for our claims," "which claims are risky," "substantiate our messaging."

  Self-containedInstructions only516 words
• customer-language-bank

  Read hundreds of reviews, support tickets, and call snippets in one pass and return the exact words and themes buyers use - then map that language against your current messaging so you can see where you're talking past them. Use when refreshing messaging, writing copy that should sound like the market rather than the boardroom, building personas from real voice-of-customer, or when you want the phrases customers actually say instead of the ones the team assumes. Triggers: "voice of customer," "how do customers describe us," "mine our reviews," "what words do buyers use," "make the copy sound like our customers."

  Self-containedInstructions only494 words
• message-consistency-check

  Read every customer-facing surface you ship - website, decks, one-pagers, emails, ads, product copy - in one pass and report where your core message says different things in different places. Prioritizes the mismatches by how visible and how high-stakes the surface is. Use before a launch, after a repositioning, when onboarding to a role and auditing what's already out there, or when the story feels inconsistent but no one has read all of it side by side. Triggers: "is our messaging consistent," "audit our copy," "does our website match our deck," "message audit," "we repositioned, what still says the old thing."

  Self-containedInstructions only518 words
• objection-library

  Extract every objection buyers raise across your full set of sales calls, rank them by how often they come up, capture them in the buyer's own words, and tag each to the point in the funnel where it lands. Use when you want the real objections instead of the three sales happens to remember, when building or refreshing objection handling and enablement, or when you have a stack of call recordings and no time to listen through them. Triggers: "what objections are we getting," "objection handling," "build a rebuttal doc," "what's blocking deals," "sales enablement from calls."

  Self-containedInstructions only513 words
• positioning-map

  Read all of your competitors' public messaging alongside your own in one pass and map how each player frames itself - the category they claim, who they target, the value they lead with, and their proof. Shows where everyone is crowding onto the same claims and which angles are sitting unclaimed. Use when planning positioning or a launch, when a competitor makes a move, or when you need to see the whole competitive field at once rather than one rival at a time. Triggers: "map the competitive landscape," "how do competitors position," "where can we differentiate," "everyone sounds the same," "competitive positioning."

  Self-containedInstructions only537 words
• win-loss-reasons

  Synthesize why you win and lose deals from your full set of sales call transcripts, deal notes, and CRM close reasons at once. Separates what buyers said out loud from what the pattern of evidence actually shows, and ties every finding back to the calls behind it. Use when you have a pile of win/loss material nobody has had time to read across, when sales keeps losing to the same competitor and no one can explain why, or when you need win/loss findings you can defend in front of leadership. Triggers: "why are we losing deals," "win/loss analysis," "read all these call transcripts," "what's the real reason we lost," "win rate against [competitor]."

  Self-containedInstructions only647 words