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pm-go-to-market/commands/battlecard.md
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---
description: Create a sales-ready competitive battlecard — positioning, feature comparison, objection handling, and win strategies
argument-hint: "<your product> vs <competitor>"
---
# /battlecard -- Competitive Battlecard
Create a concise, sales-ready battlecard that helps your team win deals against a specific competitor. Includes positioning, feature comparison, objection handling, and conversation strategies.
## Invocation
```
/battlecard Our CRM vs Salesforce
/battlecard ProjectFlow vs Monday.com for mid-market teams
/battlecard [upload competitor materials or win/loss data]
```
## Workflow
### Step 1: Identify the Matchup
Ask:
- Your product and the specific competitor
- Who is the typical buyer choosing between you?
- Do you have win/loss data or sales feedback?
- What deal stage does this typically come up? (early evaluation, final decision, displacement)
### Step 2: Research the Competitor
Apply the **competitive-battlecard** skill with web research:
- Current product capabilities and recent launches
- Pricing model and published pricing
- Target market and positioning
- Known weaknesses (from reviews, forums, customer feedback)
- Recent company news (funding, leadership, strategy shifts)
### Step 3: Generate Battlecard
```
## Competitive Battlecard: [Your Product] vs [Competitor]
**Last updated**: [today]
**Use when**: [situation where this competitor comes up]
### Quick Summary
**We win when**: [buyer profile and situation where you have advantage]
**We lose when**: [buyer profile and situation where competitor has advantage]
**Key differentiator**: [one sentence]
### Positioning
**How they position**: [their messaging]
**How we position against them**: [our counter-positioning]
### Feature Comparison
| Capability | Us | Them | Verdict |
|-----------|-----|------|---------|
| [capability] | [status] | [status] | [advantage] |
### Pricing Comparison
| Dimension | Us | Them | Notes |
|----------|-----|------|-------|
### Objection Handling
| Objection | Response | Proof Point |
|----------|---------|------------|
| "They have [feature]" | [response] | [evidence] |
| "They're cheaper" | [response] | [TCO analysis] |
| "They're more established" | [response] | [counter] |
### Landmines to Plant
[Questions to ask the prospect that expose competitor weaknesses]
1. "Ask them about [topic] — their answer will reveal [weakness]"
### Trap Questions to Expect
[Questions the competitor will encourage the prospect to ask you]
1. "[Question]" — How to respond: [response]
### Win/Loss Patterns
**We typically win because**: [top 3 reasons]
**We typically lose because**: [top 3 reasons]
### Conversation Starters
**If they're already using [Competitor]**:
- [approach for displacement deals]
**If they're evaluating both**:
- [approach for competitive evaluations]
### Resources
- [Customer story / case study that counters this competitor]
- [Third-party comparison or review]
- [Demo script optimized for this competitive situation]
```
Save as markdown.
### Step 4: Offer Next Steps
- "Want me to **create battlecards for other competitors**?"
- "Should I **run a full competitive analysis** of the market?"
- "Want me to **draft customer-facing comparison content** based on this?"
- "Should I **update the positioning** based on competitive insights?"
## Notes
- Battlecards should be updated quarterly — competitors change fast
- "Landmines" are the most valuable section for sales — teach reps what questions to ask
- Never trash the competitor in front of the prospect — position on your strengths, not their weaknesses
- Win/loss data from real deals is worth 10x any analysis — encourage the user to add it
- Keep it to one page equivalent — sales reps won't read a 10-page document during a call
pm-go-to-market/commands/growth-strategy.md
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---
description: Design sustainable growth mechanisms — growth loops and GTM motions for product-led and sales-led strategies
argument-hint: "<product or growth challenge>"
---
# /growth-strategy -- Growth Loops & GTM Motions
Identify and design the growth mechanisms that will drive sustainable traction. Evaluates five growth loop types and seven GTM motions to build a balanced acquisition and expansion strategy.
## Invocation
```
/growth-strategy B2B collaboration tool — growth has stalled at 5K users
/growth-strategy Consumer fitness app looking for viral growth
/growth-strategy [upload product metrics or growth data]
```
## Workflow
### Step 1: Understand Growth Context
Ask:
- What is the product? Who uses it?
- Current growth metrics: user count, growth rate, acquisition channels
- What's working? What's not?
- Business model: how does revenue relate to user growth?
- Team and budget: what resources can you put toward growth?
### Step 2: Evaluate Growth Loops
Apply the **growth-loops** skill:
Analyze five growth loop types for your product:
1. **Viral Loop**: Users invite others as part of natural product use
2. **Usage Loop**: More usage creates more value, bringing users back
3. **Collaboration Loop**: Product becomes more valuable when used with others
4. **User-Generated Content Loop**: Users create content that attracts new users
5. **Referral Loop**: Satisfied users actively recommend to others
For each applicable loop: mechanism, requirements, expected impact, implementation effort.
### Step 3: Evaluate GTM Motions
Apply the **gtm-motions** skill:
Assess seven GTM approaches:
1. **Inbound**: Content, SEO, thought leadership
2. **Outbound**: Sales, cold outreach, account-based
3. **Paid Digital**: SEM, social ads, display, retargeting
4. **Community**: Forums, events, user groups, developer relations
5. **Partners**: Integrations, resellers, co-marketing
6. **ABM (Account-Based Marketing)**: Targeted enterprise acquisition
7. **PLG (Product-Led Growth)**: Free tier, self-serve, product virality
For each: fit for your product, expected CAC, timeline to results, tools needed.
### Step 4: Design Growth Strategy
```
## Growth Strategy: [Product]
**Date**: [today]
**Current state**: [user count, growth rate, key channels]
**Growth goal**: [target]
### Recommended Growth Loops
| Loop Type | Mechanism | Fit | Impact | Effort | Priority |
|----------|-----------|-----|--------|--------|----------|
### Primary Growth Loop: [Type]
**How it works**: [step-by-step mechanism]
**Requirements**: [what needs to be true/built]
**Key metrics**: [how to measure loop health]
**Implementation plan**: [concrete next steps]
### Secondary Growth Loop: [Type]
[same format]
### GTM Motion Mix
| Motion | Investment | Expected ROI | Timeline | Tools |
|--------|-----------|-------------|----------|-------|
### Growth Experiments
| # | Experiment | Tests What | Effort | Expected Learning |
|---|-----------|-----------|--------|------------------|
### Growth Metrics Framework
- **North Star**: [growth metric]
- **Loop health**: [metrics per loop]
- **CAC by channel**: [tracking approach]
- **Payback period**: [target]
### 90-Day Growth Plan
**Month 1**: [focus areas and experiments]
**Month 2**: [scale what works, cut what doesn't]
**Month 3**: [optimize and systematize]
```
Save as markdown.
### Step 5: Offer Next Steps
- "Want me to **plan a specific launch campaign**?"
- "Should I **create marketing content** for the inbound motion?"
- "Want me to **set up metrics** to track growth loop health?"
- "Should I **design a referral program** based on the referral loop?"
## Notes
- Growth loops compound; growth tactics don't — prioritize loops over one-off campaigns
- The best growth loop uses the product itself as the channel (PLG, viral, collaboration)
- Not every loop works for every product — a B2B analytics tool won't go viral on TikTok
- Budget should follow learning: invest small in experiments, then scale what proves out
- CAC should be < 1/3 of LTV for sustainable growth — flag if projected CAC is too high
pm-go-to-market/commands/plan-launch.md
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---
description: Create a full go-to-market strategy — beachhead segment, ICP, messaging, channels, and launch plan
argument-hint: "<product or feature to launch>"
---
# /plan-launch -- Go-to-Market Strategy
Build a complete GTM plan from first principles: identify your beachhead market, define the ideal customer, craft messaging, choose channels, and create a launch timeline.
## Invocation
```
/plan-launch AI-powered proposal writer for consulting firms
/plan-launch New enterprise tier for our project management tool
/plan-launch [upload a PRD, strategy doc, or pitch deck]
```
## Workflow
### Step 1: Understand the Launch
Ask:
- What are you launching? (new product, new feature, new tier, market expansion)
- What stage? (pre-launch planning, imminent launch, post-launch optimization)
- Do you have existing customers? Or starting from zero?
- What's the timeline? Any hard deadlines?
- Budget constraints? Team size?
### Step 2: Define Beachhead Segment
Apply the **beachhead-segment** skill:
- Evaluate potential market segments against:
- Burning pain (how urgently they need this)
- Willingness to pay (budget and purchase authority)
- Winnable market share (can you reach and win them)
- Referral potential (will they tell others)
- Recommend the single best starting segment with rationale
- Map adjacent segments for expansion after beachhead is secured
### Step 3: Define Ideal Customer Profile
Apply the **ideal-customer-profile** skill:
- Demographics: company size, industry, geography, tech stack
- Behaviors: how they discover solutions, buying process, decision makers
- JTBD: specific jobs they're hiring your product for
- Current alternatives: what they use today and why it falls short
- Qualification criteria: how to identify them quickly
### Step 4: Build GTM Strategy
Apply the **gtm-strategy** skill:
- **Positioning**: How you describe yourself to this segment
- **Messaging**: Key messages for different stakeholders (buyer, user, influencer)
- **Channels**: Where and how to reach your ICP (ranked by expected ROI)
- **Launch tactics**: Specific actions for pre-launch, launch day, and post-launch
- **Pricing alignment**: How pricing supports the GTM motion
- **Success metrics**: How you'll know the launch worked
### Step 5: Generate GTM Plan
```
## Go-to-Market Plan: [Product/Feature]
**Launch date**: [target]
**Type**: [new product / feature / tier / market expansion]
### Beachhead Segment
**Who**: [specific segment definition]
**Why them first**: [rationale against criteria]
**Size**: [TAM/SAM/SOM estimate]
### Ideal Customer Profile
| Attribute | Definition |
|-----------|-----------|
| Company size | [range] |
| Industry | [specific] |
| Decision maker | [title/role] |
| Key JTBD | [job they need done] |
| Current solution | [what they use today] |
| Qualification signal | [how to identify them] |
### Positioning & Messaging
**Positioning statement**: For [who] who [need], [product] is [category] that [benefit]. Unlike [alternative], we [differentiator].
**Key messages by stakeholder**:
| Audience | Message | Proof Point |
|----------|---------|------------|
### Channel Strategy
| Channel | Tactic | Reach | Cost | Priority |
|---------|--------|-------|------|----------|
### Launch Timeline
| Phase | Timing | Actions | Owner |
|-------|--------|---------|-------|
| Pre-launch | [dates] | [list] | [who] |
| Launch week | [dates] | [list] | [who] |
| Post-launch | [dates] | [list] | [who] |
### Success Metrics
| Metric | 30-day target | 90-day target |
|--------|-------------|-------------|
### Risks & Mitigations
| Risk | Likelihood | Impact | Mitigation |
|------|-----------|--------|-----------|
### Expansion Plan
[After beachhead: which adjacent segments, in what order, with what adaptations]
```
Save as markdown.
### Step 6: Offer Next Steps
- "Want me to **design growth loops** for post-launch traction?"
- "Should I **create competitive battlecards** for sales?"
- "Want me to **draft marketing copy** for the launch?"
- "Should I **build a metrics dashboard** for launch tracking?"
## Notes
- "Everyone" is not a segment — the tighter the beachhead, the faster you learn
- The ICP should be specific enough that sales/marketing can identify prospects in 30 seconds
- Messaging should use the customer's language, not your internal terminology
- Pre-launch activities (waitlist, beta, early access) are as important as launch day
- Plan for post-launch: the first 90 days after launch determine long-term trajectory