Windsurf + Aider targets, MCP server, and demo placement (#33)

Broadens both reach (more tools) and content types (an MCP server), continuing
the multi-platform story.

Windsurf + Aider:
- build-exports.mjs gains two platforms: exports/windsurf/*.md (workspace rules,
  trigger: model_decision) and exports/aider/*.md (conventions for `aider --read`).
  Now 5 platforms (ChatGPT, Gemini, Cursor, Windsurf, Aider).
- install.sh + bin/cli.mjs install both (windsurf -> .windsurf/rules, aider ->
  .aider/skills with a --read hint); generated README index is excluded from copies.
- One-line windsurf-install.sh / aider-install.sh wrappers for parity.

MCP server (new content type):
- mcp/server.mjs — zero-dependency stdio MCP server exposing list_skills,
  search_skills, get_skill. Published as a second bin (pm-claude-skills-mcp).
  Logs to stderr; reads bundled skills/ at startup. mcp/README.md documents
  client config.

Also: README hero "See it in action" demo placement (ready to swap in a GIF;
recording guide in web/docs-assets/README.md), Works-With table + exports +
install docs updated, CHANGELOG Unreleased. package.json files/bin updated.


Claude-Session: https://claude.ai/code/session_016JWn5jRD5tcEFKrubjQ6Px

Co-authored-by: Claude <noreply@anthropic.com>

exports/windsurf/pm-sales/account-plan/account-plan.md

@@ -0,0 +1,104 @@
+---
+trigger: model_decision
+description: "Build a structured account plan for any key customer or target account. Use when asked to create an account plan, key account strategy, strategic account review, or territory plan. Produces a complete account plan with relationship map, growth opportunities, risks, and 90-day action plan."
+---
+
+# Account Plan Skill
+
+Produces a structured account plan — the document that separates account managers who grow accounts from those who just service them.
+
+## Required Inputs
+- **Account name**
+- **Current ARR / revenue**
+- **Contract renewal date**
+- **Key contacts** (names, roles, relationship strength)
+- **Products/services currently in use**
+- **Known opportunities or expansion areas**
+- **Known risks**
+- **Planning horizon** (6 / 12 / 24 months)
+
+## Output Structure
+
+---
+
+# Account Plan: [Account Name]
+**Account Manager:** [Name] | **Period:** [Date range]
+
+---
+
+### Account Snapshot
+
+| Metric | Current | Target (EOY) |
+|---|---|---|
+| ARR / Revenue | £[amount] | £[target] |
+| NPS / Health score | [Score] | [Target] |
+| Products in use | [List] | [Expansion targets] |
+| Renewal date | [Date] | — |
+| Risk level | Low / Medium / High | — |
+
+---
+
+### Relationship Map
+
+| Name | Title | Influence | Relationship | Notes |
+|---|---|---|---|---|
+| [Name] | [Role] | Decision maker / Influencer / User | Strong / Neutral / Weak | [Insight] |
+
+**Relationship gaps:** [Who we do not have access to that we should]
+**Executive sponsor:** [Do we have one? If not — who could become one?]
+
+---
+
+### Why They Stay (Retention Anchors)
+[2-3 specific reasons this account renews. If the list is short, that is the risk signal.]
+
+---
+
+### Growth Opportunities
+
+| Opportunity | Product | Est. Value | Timeline | Next Action |
+|---|---|---|---|---|
+| [Opportunity] | [Product] | £[value] | [Q/Year] | [Specific action] |
+
+**Whitespace:** What products do we have that this account does not use, and why?
+
+---
+
+### Risks and Mitigation
+
+| Risk | Likelihood | Impact | Mitigation | Owner |
+|---|---|---|---|---|
+| [Risk] | H/M/L | H/M/L | [Action] | [Name] |
+
+---
+
+### 90-Day Action Plan
+
+| Action | Why | Owner | Due |
+|---|---|---|---|
+| [Specific action] | [Why it matters] | [Name] | [Date] |
+
+**Next QBR / EBR:** [Date — if no EBR cadence, flag as a risk]
+
+---
+
+### Success Criteria
+At end of [period]:
+- Renewed at or above current ARR
+- [Expansion opportunity] progressed to [stage]
+- Health score moved from [current] to [target]
+
+## Anti-Patterns
+
+- [ ] Do not list only executive contacts in the relationship map — champions and day-to-day users are often more influential on renewal decisions
+- [ ] Do not set growth opportunity estimates without a basis — even rough ARR values prevent the plan from being treated seriously
+- [ ] Do not treat "no known risks" as acceptable — if no risks are identified, the plan hasn't been scrutinised honestly
+- [ ] Do not write 90-day actions as vague aspirations ("strengthen the relationship") — each action must specify a call, meeting, or deliverable with a named owner
+
+## Quality Checks
+
+- [ ] Relationship map identifies decision-makers, influencers, and any relationship gaps
+- [ ] Risks all have mitigation actions and named owners
+- [ ] Growth opportunities include estimated value (even roughly)
+- [ ] 90-day actions are specific (not "have a call" — what call, with whom, to achieve what)
+- [ ] Success criteria are measurable at the end of the planning period

exports/windsurf/pm-sales/discovery-call-prep/discovery-call-prep.md

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+---
+trigger: model_decision
+description: "Prepare a structured discovery call plan for any prospect. Use when asked to prepare for a sales call, discovery call, prospect meeting, or first call with a potential customer. Produces a call brief with research, hypotheses, questions, and success criteria."
+---
+
+# Discovery Call Prep Skill
+
+Produces a complete discovery call brief — research summary, call hypothesis, structured questions, and success criteria — so every call starts with context and ends with a clear next step.
+
+## Required Inputs
+- **Prospect company name**
+- **Contact name and role**
+- **Any known context** (how they found you, prior interaction)
+- **Your product/solution** (one line)
+- **Call duration** (15 / 30 / 45 / 60 min)
+
+## Output Structure
+
+---
+
+# Discovery Call Brief
+**Prospect:** [Company] | **Contact:** [Name, Title] | **Duration:** [X min]
+
+---
+
+### Research Summary
+- What they do: [Product/service, customer, business model]
+- Size: [Headcount, revenue if public]
+- Stage: [Startup / Scaleup / Enterprise]
+- Recent news: [Funding, launches, leadership changes — last 90 days]
+- Contact background: [Role tenure, previous companies, LinkedIn activity]
+- Likely priorities for someone in this role: [Based on title and stage]
+
+---
+
+### Call Hypothesis
+Before the call write your best guess:
+- **Their most likely pain:** [What someone in this role at this company probably has]
+- **Why they would care about us:** [Specific connection to your value]
+- **Biggest risk to the deal:** [What might make this not a fit]
+
+Write it down — then test it on the call.
+
+---
+
+### Call Agenda
+"Here is what I was thinking for our [X] minutes:
+- 2 min: Quick intros
+- [X] min: Learn more about your situation
+- [X] min: Share how we have helped similar companies
+- 5 min: Next steps
+Does that work? Anything specific you would like to cover?"
+
+---
+
+### Discovery Questions
+
+Open with context (not a pitch):
+- "What prompted you to take this call today?"
+- "What does [relevant area] look like for you at the moment?"
+
+Go deeper on pain:
+- "How long has [problem] been an issue?"
+- "What have you tried to solve it?"
+- "What is the impact of not solving this?"
+
+Understand buying context:
+- "Who else would be involved in a decision like this?"
+- "Have you looked at other solutions?"
+- "Is there a reason you are exploring this now?"
+
+Qualify on budget:
+- "Have you set aside budget for this kind of initiative?"
+
+Close discovery:
+- "Based on what you have told me, it sounds like [summary]. Is that right?"
+
+---
+
+### Success Criteria
+This call is successful if we leave with:
+- Understanding of specific pain and business impact
+- Knowledge of buying process and key stakeholders
+- A clear agreed next step (demo / proposal / intro)
+- Sense of timeline
+
+This call is NOT successful if we only pitched and got "sounds interesting, send me some info."
+
+---
+
+### Suggested Next Step
+"Based on what we discussed, the logical next step would be [specific]. Does [day/time] work?"
+
+## Quality Checks
+
+- [ ] Research summary includes recent news (last 90 days) — not just LinkedIn bio
+- [ ] Call hypothesis is written before the call (not post-rationalised after)
+- [ ] Discovery questions progress from context → pain → business impact → buying process
+- [ ] Success criteria define what "not successful" looks like (not just the ideal outcome)
+- [ ] A specific next step is proposed (not "let's stay in touch")
+
+## Anti-Patterns
+
+- [ ] Do not write the call hypothesis after the call — hypotheses written post-hoc are rationalisations, not testable predictions
+- [ ] Do not open with a product pitch before establishing the prospect's problem — leading with pitch signals you are not there to learn, which closes discovery conversations
+- [ ] Do not use closed questions in the discovery phase ("Do you have this problem?") — they produce yes/no answers that confirm bias rather than reveal pain
+- [ ] Do not skip the "not successful" definition in success criteria — a call that ends with "send me more info" feels like progress but is not a qualified next step
+- [ ] Do not treat all prospect research equally — recent news (last 90 days) is more relevant to call context than static company facts from LinkedIn
+
+## Example Trigger Phrases
+- "Prepare me for a discovery call with [company/contact]"
+- "Build a call brief for my meeting with [name] at [company]"
+- "What questions should I ask in a discovery call for [use case]?"

exports/windsurf/pm-sales/partnership-proposal/partnership-proposal.md

@@ -0,0 +1,236 @@
+---
+trigger: model_decision
+description: "Write a B2B partnership proposal or business case. Use when asked to write a partnership proposal, draft a partnership brief, structure a co-marketing proposal, or create a business case for a strategic partnership. Produces a structured proposal with value proposition, partnership model, commercial terms, and mutual commitments."
+---
+
+# Partnership Proposal Skill
+
+This skill produces a complete B2B partnership proposal covering the partnership rationale, mutual value, partnership model, commercial terms, governance, and a joint go-to-market plan. Output is ready to share with a prospective partner or use as the basis for a business case to internal stakeholders.
+
+## Required Inputs
+
+Ask the user for these if not provided:
+- **Your company** — name, what you do, and the audience you serve
+- **Prospective partner** — name, what they do, and their audience
+- **Partnership type** — technology integration / co-marketing / reseller / referral / strategic alliance / OEM
+- **Partnership goal** — what does each party get? (new customers / revenue / product capability / market reach)
+- **Proposed commercial model** — revenue share, referral fee, licensing, co-investment?
+- **Urgency or context** — is there a specific event, product launch, or competitive reason for this partnership?
+
+## Output Structure
+
+---
+
+# Partnership Proposal: [Your Company] × [Partner Company]
+
+**Prepared by:** [Name, Role at Your Company]
+**Date:** [Date]
+**Partnership type:** [Technology / Co-marketing / Reseller / Referral / Strategic Alliance]
+**Proposal status:** [Initial proposal / For negotiation / Final]
+
+---
+
+## Executive Summary
+
+[3–5 sentences. Answer: what are we proposing, why now, and what does each party stand to gain? Write this so a busy executive can understand the proposal in 60 seconds without reading further.]
+
+**Headline value for [Partner]:**
+> [One sentence — the most compelling thing this partnership does for them]
+
+**Headline value for [Your Company]:**
+> [One sentence — the most compelling thing this partnership does for you]
+
+---
+
+## 1. The Opportunity
+
+**Market context:** [Why does this partnership make sense now? What's happening in the market that creates a window for this to work?]
+
+**Shared customer:** [Describe the customer both organisations serve — the overlap that makes this logical. Include size of the shared addressable market if you have it.]
+
+**Problem neither of us solves alone:** [What can't either party do for the shared customer independently that the partnership would enable?]
+
+---
+
+## 2. What We're Proposing
+
+**Partnership model:**
+
+| Element | Description |
+|---|---|
+| **Type** | [Technology integration / Co-marketing / Reseller / Referral / OEM] |
+| **Scope** | [What specifically are we partnering on? — product features, joint campaigns, distribution, etc.] |
+| **Exclusivity** | [Exclusive in [region/segment] / Non-exclusive / Right of first refusal] |
+| **Duration** | [Initial term — e.g. 12 months, renewable] |
+| **Geographic scope** | [UK / EMEA / Global / Specific markets] |
+
+**What this looks like in practice:**
+
+[3–5 bullet points describing what the partnership actually means day-to-day. Make it concrete and operational — not abstract. e.g.:]
+- [Our product will natively integrate with [Partner's product] — the integration will be live in [timeframe]]
+- [We will co-market to each other's customer bases — joint webinar, co-authored content, shared newsletter placement]
+- [Each company will train a dedicated partnership contact who manages the relationship]
+- [[Partner] will list [Your product] in their marketplace / app directory / referral programme]
+
+---
+
+## 3. Value Proposition — What Each Party Gets
+
+### For [Partner]
+
+| Value | Evidence / Basis |
+|---|---|
+| **[New customer reach]** | [e.g. Access to [Your Company]'s [X,000] [role] customers — [X%] of whom have expressed interest in [Partner's category]] |
+| **[Product capability]** | [e.g. [Partner]'s product gains [capability] that [X%] of their customers have requested — based on [source]] |
+| **[Revenue opportunity]** | [e.g. Estimated [£/$/€ X] in referral revenue in Year 1 based on [X%] conversion from shared pipeline] |
+| **[Market differentiation]** | [e.g. The integration creates a meaningful competitive moat vs [Competitor] who lacks this capability] |
+
+### For [Your Company]
+
+| Value | Evidence / Basis |
+|---|---|
+| **[Distribution]** | [e.g. Access to [Partner]'s [X,000] customers in [segment] — a segment where we currently have [X] customers] |
+| **[Credibility]** | [e.g. Association with [Partner]'s brand accelerates enterprise sales cycles — [Partner] is trusted by [X] of the Fortune 500] |
+| **[Revenue]** | [e.g. Target [X] referral customers in Year 1 at average ACV of [£X] = [£X ARR]] |
+| **[Product]** | [e.g. [Partner]'s data / capability enhances [specific part of our product] — improving [user outcome]] |
+
+---
+
+## 4. Commercial Model
+
+**Proposed commercial terms:**
+
+| Term | Proposal | Notes |
+|---|---|---|
+| **Revenue share** | [e.g. [X%] of ARR from customers referred by [Partner]] | [Standard in this category: [X–Y%] range] |
+| **Referral fee** | [e.g. £[X] per qualified lead that converts] | [Or: flat fee per introduction vs % of closed deal] |
+| **Licensing / access** | [e.g. [Partner] provides API access at no cost in exchange for integration and co-marketing] | [...] |
+| **Co-marketing investment** | [e.g. Each party commits [£X] to joint marketing activities per quarter] | [...] |
+| **Minimum commitment** | [e.g. [X] qualified referrals per quarter / [£X] GMV per year] | [Optional — only if there's a meaningful minimum that makes sense] |
+
+**Payment terms:** [Monthly / Quarterly in arrears / Annual true-up]
+
+**What we're not proposing:** [Be explicit about what's off the table — e.g. equity / exclusivity in all markets / upfront payment]
+
+---
+
+## 5. Joint Go-to-Market Plan
+
+**Phase 1: Foundation (Months 1–2)**
+
+| Activity | Owner | Timeline |
+|---|---|---|
+| Technical integration scoped and resourced | [Engineering at both companies] | [Month 1] |
+| Partnership launch announcement drafted | [Marketing at both companies] | [Month 1] |
+| Joint customer case study identified | [CSM at both companies] | [Month 2] |
+| Partner enablement — each team trained on the other's product | [Partnership lead, both sides] | [Month 2] |
+
+**Phase 2: Launch (Month 3)**
+
+| Activity | Owner | Timeline |
+|---|---|---|
+| Integration live in both products / marketplace | [Engineering] | [Month 3] |
+| Joint press release / blog post / email announcement | [Marketing] | [Month 3] |
+| First joint webinar | [Both companies] | [Month 3] |
+| First joint pipeline reviewed | [Partnership leads] | [Month 3] |
+
+**Phase 3: Scale (Months 4–12)**
+
+| Activity | Owner | Cadence |
+|---|---|---|
+| Co-sell on named accounts | [AE at both companies] | [Monthly] |
+| Joint content (blog, webinar, case study) | [Marketing] | [Quarterly] |
+| Pipeline and revenue review | [Partnership leads] | [Monthly] |
+| Partnership QBR | [VP level, both companies] | [Quarterly] |
+
+---
+
+## 6. Success Metrics
+
+How we'll know the partnership is working:
+
+| Metric | Year 1 target | Measurement |
+|---|---|---|
+| Customers referred (each direction) | [X] | [CRM tracking — tagged as partner-sourced] |
+| Revenue from partnership | [£/$/€ X ARR] | [CRM + finance reporting] |
+| Integration adoption | [X% of mutual customers using integration] | [Product analytics] |
+| Customer satisfaction with integration | [NPS ≥ X] | [Post-integration survey] |
+| Joint pipeline generated | [£X] | [Quarterly pipeline review] |
+
+**Review cadence:** Monthly partnership lead check-in + Quarterly business review at VP level
+
+---
+
+## 7. Governance & Operations
+
+**Partnership contacts:**
+
+| Role | [Your Company] | [Partner] |
+|---|---|---|
+| Partnership lead (day-to-day) | [Name, email] | [TBC] |
+| Executive sponsor | [Name, title] | [TBC] |
+| Technical lead | [Name] | [TBC] |
+| Marketing lead | [Name] | [TBC] |
+
+**Decision-making:**
+- Day-to-day partnership operations: partnership leads
+- Commercial term changes: VP-level approval from both parties
+- Partnership termination: CEO/MD sign-off + [X days] written notice
+
+**Legal framework:**
+- [ ] Partnership agreement / MOU to be drafted by [Company]'s legal team
+- [ ] Data processing agreement (if personal data is shared)
+- [ ] NDAs: [already in place / to be signed before detailed discussions]
+- [ ] IP ownership: [Clarify who owns jointly developed materials, integrations, content]
+
+---
+
+## 8. Risks & Mitigations
+
+| Risk | Likelihood | Mitigation |
+|---|---|---|
+| Partnership champion leaves [Partner] | M | Ensure VP-level sponsorship; build multiple relationships |
+| Integration takes longer than planned | M | Scope technical work in Phase 1; set realistic launch commitment |
+| Low adoption of the integration | M | Include in onboarding for both products; co-market to existing customers not just new |
+| Partner signs with our competitor | L | Discuss exclusivity options; prioritise quick launch to create switching costs |
+| Commercial model becomes imbalanced | L | Quarterly review with clear exit terms if targets are consistently missed |
+
+---
+
+## 9. Proposed Next Steps
+
+| # | Action | Owner | By when |
+|---|---|---|---|
+| 1 | [Partner] reviews this proposal and provides feedback | [[Partner name]] | [Date] |
+| 2 | Both parties sign NDA (if not already in place) | [Legal, both sides] | [Before next meeting] |
+| 3 | Technical discovery call — assess integration feasibility | [Engineering leads] | [Date] |
+| 4 | Commercial terms negotiation | [Partnership leads / VP] | [Date] |
+| 5 | MOU / partnership agreement drafted and signed | [Legal] | [Date] |
+| 6 | Integration and launch planning begins | [Both teams] | [Date] |
+
+---
+
+## Quality Checks
+
+- [ ] Value proposition for the partner is written from their perspective — not yours
+- [ ] Commercial model includes specific numbers, not just structure
+- [ ] "What we're not proposing" section prevents misaligned expectations
+- [ ] Go-to-market plan has named owners and dates, not "TBD"
+- [ ] Success metrics are agreed bilaterally — not set unilaterally
+- [ ] Risks section includes the most uncomfortable risk (partner signs with a competitor)
+
+## Example Trigger Phrases
+
+- "Write a partnership proposal for [Company] to partner with [Partner]"
+- "Draft a co-marketing partnership brief between us and [Partner]"
+- "Create a reseller partnership proposal for [Company]"
+- "Build the business case for a strategic partnership with [Partner]"
+- "Structure a technology integration partnership proposal"
+
+## Anti-Patterns
+
+- [ ] Do not write the value proposition from your own perspective — the "For Partner" section must be written from the partner's point of view, in the language of their goals and their customers
+- [ ] Do not leave commercial terms as structure without numbers — a proposal that says "revenue share" without stating the percentage is not a proposal, it is a conversation opener
+- [ ] Do not omit the "What we're not proposing" section — leaving unstated assumptions creates misaligned expectations that derail negotiations later
+- [ ] Do not set success metrics unilaterally — metrics that only your company controls or cares about will not earn partner commitment
+- [ ] Do not write a go-to-market plan with "TBD" owners — every activity must have a named owner on at least one side before the proposal goes out

exports/windsurf/pm-sales/proposal-writer/proposal-writer.md

@@ -0,0 +1,108 @@
+---
+trigger: model_decision
+description: "Write a structured sales proposal or commercial proposal for any deal. Use when asked to write a proposal, sales proposal, commercial proposal, statement of work, or quote document. Produces a complete proposal with problem statement, solution, investment, and next steps."
+---
+
+# Proposal Writer Skill
+
+Writes commercial proposals that win business — structured around the prospect problem, not the product.
+
+## Required Inputs
+- **Prospect company and contact**
+- **Their problem or goal** (from discovery — be specific)
+- **Your proposed solution**
+- **Commercial terms** (pricing, payment terms, contract length)
+- **Timeline**
+- **Key stakeholders** who will read this
+- **Tone** (formal / conversational / technical)
+
+## Output Structure
+
+---
+
+# Proposal: [Brief description of what you are solving]
+**Prepared for:** [Contact, Title] | [Company]
+**Prepared by:** [Name] | [Your Company]
+**Date:** [Date] | **Valid until:** [Date]
+
+---
+
+### Understanding Your Situation
+[2-3 paragraphs. Demonstrate you listened. Describe their situation, problem, and impact of not solving it in their words. This section should make them think "yes, exactly." Generic boilerplate here = proposal goes in the bin.]
+
+**The key challenge:** [One sentence — the core problem]
+**The impact:** [What this costs them]
+**What you have tried:** [Acknowledge prior attempts]
+
+---
+
+### Our Proposed Approach
+
+**What we will do** (3-5 deliverables or phases)
+
+**Phase 1: [Name]** (Timeline: [Weeks 1-2])
+[What happens, what is delivered, what customer input is needed]
+
+**Phase 2: [Name]** (Timeline: [Weeks 3-6])
+
+**What you will get** (outcomes, not features)
+- [Outcome 1]
+- [Outcome 2]
+
+**What success looks like**
+[How both parties know this worked]
+
+---
+
+### Why [Your Company]
+[3-4 sentences. Specific to their situation. Reference similar customers. Generic "why us" sections are skipped.]
+
+---
+
+### Investment
+
+| Item | Description | Investment |
+|---|---|---|
+| [Component 1] | [Description] | £[amount] |
+| **Total** | | **£[total]** |
+
+**Payment terms:** [Terms]
+**Included:** [What is in]
+**Not included:** [What is out — prevents scope disputes]
+
+---
+
+### Timeline
+| Milestone | Date |
+|---|---|
+| Contract signed | [Date] |
+| Kickoff | [Date] |
+| Delivery | [Date] |
+
+---
+
+### Next Steps
+1. [Sign / reply / schedule] by [date]
+2. We will send contract and confirm kickoff
+3. [Any immediate action]
+
+## Quality Checks
+
+- [ ] "Understanding Your Situation" reflects what was learned in discovery (not generic)
+- [ ] Outcomes are listed (not just deliverables or features)
+- [ ] "Not included" section is explicit to prevent scope disputes later
+- [ ] Next steps include a specific date and named action
+- [ ] "Valid until" date is included to create urgency
+
+## Anti-Patterns
+
+- [ ] Do not lead with the solution before establishing that the problem is understood — the proposal must demonstrate problem comprehension first
+- [ ] Do not use vague investment language like "competitive pricing" — every proposal must state a specific price or range
+- [ ] Do not omit a "not included" section — undefined scope leads to disputes after the proposal is accepted
+- [ ] Do not forget a "valid until" date — proposals without expiry create awkward situations and stale pricing
+- [ ] Do not list next steps without naming who is responsible for each and what the expected timeline is
+
+## Example Trigger Phrases
+- "Write a proposal for [prospect] to [solve their problem]"
+- "Draft a statement of work for [project]"
+- "Turn my discovery notes into a proposal"

exports/windsurf/pm-sales/sales-battlecard/sales-battlecard.md

@@ -0,0 +1,96 @@
+---
+trigger: model_decision
+description: "Create a competitive sales battlecard for any competitor. Use when asked to build a battlecard, competitive comparison, sales cheat sheet, or objection handling guide for a specific competitor. Produces a one-page battlecard with positioning, differentiators, objection responses, and landmines."
+---
+
+# Sales Battlecard Skill
+
+Produces a practical one-page competitive battlecard that sales reps can use in calls — not a theoretical analysis.
+
+## Required Inputs
+- **Your product/company**
+- **Competitor name**
+- **Your target customer** (ICP)
+- **Your top 3 differentiators** vs this competitor
+- **Common objections** when competing against them
+- **Known competitor weaknesses**
+
+## Output Structure
+
+---
+
+# Battlecard: [Your Product] vs [Competitor]
+Updated: [Date] — Review quarterly
+
+---
+
+### In One Sentence
+When a prospect mentions [Competitor], say: "[Your positioning in one sentence]"
+
+---
+
+### Why Customers Choose [Competitor]
+(Be honest about their genuine strengths)
+- [Strength 1]
+- [Strength 2]
+
+---
+
+### Why Customers Choose Us
+(Specific differentiators with proof points)
+- **[Differentiator 1]:** [Proof point — customer outcome or capability]
+- **[Differentiator 2]:** [Proof point]
+
+---
+
+### Objection Responses
+
+**"[Competitor] is cheaper"**
+"You are right their list price is lower. What our customers find is [specific TCO difference]. [Customer] saw [result]. Should we explore total cost of ownership?"
+
+**"We already use [Competitor]"**
+"That is helpful. What is working well? [Listen] And what is one thing you wish was better?"
+
+**"[Competitor] has [feature] you do not"**
+"You are right. What problem are you solving with that feature? [Listen] Here is how our customers solve that..."
+
+---
+
+### Landmines to Plant
+- "How do you currently handle [area where competitor is weak]?"
+- "What happens when you need to [scenario competitor struggles with]?"
+
+---
+
+### Traps to Avoid
+- Never badmouth [Competitor] directly
+- Do not lead with features — lead with the prospect problem
+- Do not claim you do everything better — be specific about where you win
+
+---
+
+### When We Win / When We Lose
+We win when: [Scenario — e.g. customer prioritises outcome over price]
+We lose when: [Honest scenario — e.g. primary driver is lowest upfront cost]
+
+## Quality Checks
+
+- [ ] Competitor strengths are listed honestly (not minimised)
+- [ ] Differentiators have proof points (not just claims)
+- [ ] Objection responses are conversational (not scripted-sounding)
+- [ ] Landmine questions are natural and non-confrontational
+- [ ] "When we lose" is included and honest
+- [ ] Battlecard has a review date
+
+## Example Trigger Phrases
+- "Build a battlecard against [competitor]"
+- "Create a competitive cheat sheet for [competitor]"
+- "Write objection handling for [competitor] comparisons"
+
+## Anti-Patterns
+
+- [ ] Do not minimise or ignore genuine competitor strengths — sales reps who encounter them unprepared lose credibility
+- [ ] Do not write differentiators without proof points — a claim without evidence is marketing, not a battlecard
+- [ ] Do not make the battlecard exhaustive — it is a one-page cheat sheet, not a full competitive analysis
+- [ ] Do not include a "When we lose" section that is dishonestly optimistic — honest loss scenarios build rep trust
+- [ ] Do not skip the review date — an outdated battlecard with wrong information is worse than no battlecard

exports/windsurf/pm-sales/sales-forecasting-model/sales-forecasting-model.md

@@ -0,0 +1,138 @@
+---
+trigger: model_decision
+description: "Build a structured sales forecast framework for any business or team. Use when asked to build a sales forecast, create a revenue model, project pipeline, or build a bottom-up forecast. Produces a forecast methodology, pipeline model, scenario analysis, and assumption log."
+---
+
+# Sales Forecasting Model Skill
+
+Produces a structured sales forecast framework — from pipeline conversion modelling to scenario analysis. Built for revenue and sales leaders who need a defensible forecast, not a spreadsheet guess.
+
+## Required Inputs
+
+Ask the user for these if not provided:
+- **Business type** (SaaS / Transactional / Services / Marketplace)
+- **Forecast period** (monthly / quarterly / annual)
+- **Sales motion** (inbound / outbound / channel / PLG / mixed)
+- **Current pipeline data** (number of deals, stages, values — rough is fine)
+- **Historical conversion rates** (if available — otherwise model will flag as assumption)
+- **Average deal size and sales cycle length**
+
+## Output Structure
+
+---
+
+# Sales Forecast: [Team / Business] — [Period]
+
+**Forecast type:** [Bottom-up pipeline / Top-down quota / Capacity-based / Hybrid]
+**Period:** [Month / Quarter / Year]
+**Created:** [Date]
+**Forecast owner:** [Name]
+
+---
+
+## 1. Forecast Methodology
+
+**Chosen approach:** [Bottom-up / Top-down / Hybrid] — and why for this context.
+
+Bottom-up (recommended when pipeline data exists):
+> Start from real deals in the pipeline. Apply stage-by-stage conversion rates. Sum to a revenue number.
+
+Top-down (useful for planning, not for calling a number):
+> Start from market or quota. Work backwards to activity targets.
+
+---
+
+## 2. Pipeline Stage Model
+
+Define the sales stages and the expected conversion rate between each:
+
+| Stage | Description | % of deals that advance | Avg time in stage |
+|---|---|---|---|
+| Prospect | Identified, not contacted | — | — |
+| Qualified | Discovery done, confirmed fit | [X%] | [N days] |
+| Proposal | Proposal sent | [X%] | [N days] |
+| Negotiation | Commercial terms being agreed | [X%] | [N days] |
+| Closed Won | Contract signed | [X%] | — |
+
+**Overall pipeline conversion rate:** [X%] (Qualified → Closed Won)
+**Average sales cycle:** [N days from Qualified to Close]
+
+---
+
+## 3. Current Pipeline Snapshot
+
+| Stage | Number of deals | Total value | Expected close (weighted) |
+|---|---|---|---|
+| Qualified | [N] | £[X] | £[X × conversion %] |
+| Proposal | [N] | £[X] | £[X × conversion %] |
+| Negotiation | [N] | £[X] | £[X × conversion %] |
+| **Total** | | **£[X]** | **£[weighted total]** |
+
+**Coverage ratio:** [Weighted pipeline ÷ target = X×]
+*Rule of thumb: 3× pipeline coverage is needed for confident forecast; 2× is tight; below 1.5× is at risk.*
+
+---
+
+## 4. Scenario Analysis
+
+| Scenario | Assumption | Revenue | Probability |
+|---|---|---|---|
+| Upside | All Negotiation + top 50% of Proposal close | £[X] | [%] |
+| Base | Weighted pipeline conversion at historical rates | £[X] | [%] |
+| Downside | Conversion rates drop 20% from historical | £[X] | [%] |
+
+**Committed forecast:** £[X] — [The number the forecast owner is willing to call. Between base and downside.]
+
+---
+
+## 5. Key Assumptions Log
+
+Every forecast is a set of assumptions. Name them explicitly so they can be updated:
+
+| Assumption | Value | Confidence | Source | Last updated |
+|---|---|---|---|---|
+| Avg deal size | £[X] | High/Med/Low | [Last N deals] | [Date] |
+| Sales cycle | [N days] | | | |
+| Close rate from Proposal | [X%] | | | |
+| Seasonal factor | [e.g. Q4 +20%] | | | |
+| Churn/contraction | [X% of ARR at risk] | | | |
+
+---
+
+## 6. Activity-Based Sanity Check
+
+Work backwards from the forecast to check if the required activity is achievable:
+
+To hit £[target]:
+- Deals needed to close: [N] (target ÷ avg deal size)
+- Qualified pipeline needed (at current conversion): [N deals or £value]
+- Discovery calls needed per week to build that pipeline: [N]
+- Outreach needed per week (at [X%] meeting rate): [N]
+
+**Does the team have capacity to generate this?** [Yes / No — flag if not]
+
+---
+
+## Quality Checks
+
+- [ ] Forecast methodology is stated (not just a number)
+- [ ] Stage conversion rates are based on historical data or flagged as assumptions
+- [ ] Coverage ratio is calculated
+- [ ] Three scenarios are modelled (not just one number)
+- [ ] Assumption log is explicit and dated
+- [ ] Activity sanity check confirms the forecast is achievable with current capacity
+
+## Example Trigger Phrases
+
+- "Build a sales forecast for [period]"
+- "Create a pipeline model for [team/business]"
+- "Help me build a bottom-up revenue forecast"
+- "What is our forecast for Q[N] based on current pipeline?"
+
+## Anti-Patterns
+
+- [ ] Do not present a single forecast number without scenario analysis — a forecast without upside and downside cases hides risk
+- [ ] Do not use 100% confidence on conversion rates that are not backed by historical data — flag them as assumptions
+- [ ] Do not skip the activity sanity check — a forecast number that requires unreachable activity levels is not credible
+- [ ] Do not use top-down quota as the only forecast method when pipeline data exists — bottom-up is more accurate and defensible
+- [ ] Do not omit the coverage ratio — without it, stakeholders cannot assess whether the pipeline is sufficient to hit target