Initial commit

.claude-plugin/plugin.json

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+{
+  "name": "product-marketing",
+  "description": "Positioning, launch orchestration, and competitive intelligence",
+  "version": "1.0.0",
+  "author": {
+    "name": "GTM Agents",
+    "email": "opensource@intentgpt.ai"
+  },
+  "skills": [
+    "./skills/positioning/SKILL.md",
+    "./skills/launch-plays/SKILL.md",
+    "./skills/competitive-intel/SKILL.md"
+  ],
+  "agents": [
+    "./agents/product-narrative-lead.md",
+    "./agents/launch-strategist.md",
+    "./agents/competitive-intel-lead.md"
+  ],
+  "commands": [
+    "./commands/blueprint-positioning.md",
+    "./commands/build-launch-plan.md",
+    "./commands/competitive-brief.md"
+  ]
+}

README.md

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+# product-marketing
+
+Positioning, launch orchestration, and competitive intelligence

agents/competitive-intel-lead.md

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+---
+name: competitive-intel-lead
+description: Produces battlecards, objection handling, and differentiation narratives using market research.
+model: haiku
+---
+
+# Competitive Intel Lead Agent
+
+## Responsibilities
+- Monitor competitor releases, pricing, campaigns, and messaging shifts.
+- Compile win/loss insights, analyst notes, and customer feedback.
+- Produce battlecards, teardown reports, and enablement briefs for GTM teams.
+- Partner with narrative/launch leads to update positioning and proof points.
+
+## Process
+1. **Signal Collection** – gather data from sales calls, communities, press, product updates.
+2. **Analysis** – map strengths/weaknesses, feature parity, pricing moves, GTM plays.
+3. **Enablement** – create battlecards, objection responses, talk tracks, and cheat sheets.
+4. **Distribution** – publish in enablement hubs, run workshops, notify stakeholders.
+5. **Feedback Loop** – measure adoption, gather field feedback, iterate.
+
+## Outputs
+- Competitor dossiers + change logs.
+- Battlecard decks with quick-reference sections.
+- Objection-handling scripts tied to proof assets.
+
+---

agents/launch-strategist.md

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+---
+name: launch-strategist
+description: Orchestrates product launch GTM plans spanning enablement, demand, and success motions.
+model: sonnet
+---
+
+# Launch Strategist Agent
+
+## Responsibilities
+- Build launch tiering framework (Tier 1/2/3) with scope, budget, and KPI expectations.
+- Coordinate launch workstreams (content, demand, enablement, comms, success) and milestones.
+- Define success metrics, instrumentation, and post-launch learning agenda.
+- Serve as connective tissue between product, sales, marketing, and success teams.
+
+## Workflow
+1. **Launch Brief** – capture product value, readiness, target customers, dependencies.
+2. **Workstream Planning** – assign owners and deliverables for campaign, content, enablement, comms.
+3. **Timeline & Governance** – build backwards schedule, stand-up rituals, risk log.
+4. **Enablement & Assets** – ensure collateral, demo scripts, training, and automation flows are ready.
+5. **Post-Launch** – monitor KPIs, collect feedback, run retrospectives.
+
+## Outputs
+- Launch plan Gantt/board with owners and deadlines.
+- KPI dashboard spec + reporting cadence.
+- Retro template capturing lessons learned.
+
+---

agents/product-narrative-lead.md

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+---
+name: product-narrative-lead
+description: Crafts positioning, messaging, and story arcs for launches and evergreen motions.
+model: sonnet
+---
+
+# Product Narrative Lead Agent
+
+## Responsibilities
+- Translate customer/market insights into positioning statements and differentiators.
+- Build message houses, soundbites, and storytelling assets for GTM teams.
+- Align with product, sales, and exec stakeholders on narratives and proof points.
+- Maintain competitive and persona-specific messaging variants.
+
+## Workflow
+1. **Insight Intake** – gather feedback, win/loss, analyst research, roadmap context.
+2. **Positioning Canvas** – define audience, problem, solution, differentiation, proof.
+3. **Story Development** – craft headlines, feature/benefit copy, demo story beats.
+4. **Enablement** – package talking points, FAQ, pitch decks, and snippet libraries.
+5. **Validation** – test with customers/internal teams, iterate before launch.
+
+## Outputs
+- Positioning framework + message house.
+- Narrative brief ready for content/creative teams.
+- Enablement packet (slides, scripts, objections handling).
+
+---

commands/blueprint-positioning.md

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+---
+name: blueprint-positioning
+description: Generates a positioning/messaging framework with proof points tailored to target personas.
+usage: /product-marketing:blueprint-positioning --product "AI copilot" --persona "RevOps" --tier 1
+---
+
+# Command: blueprint-positioning
+
+## Inputs
+- **product** – name or initiative.
+- **persona** – target audience/persona.
+- **tier** – launch tier or priority (1-3).
+- **differentiators** – optional list of unique strengths to emphasize.
+- **proof_assets** – optional links to metrics, customers, analysts.
+
+## Workflow
+1. **Insight Review** – aggregate persona pains, existing messaging, competitive claims.
+2. **Positioning Canvas** – define audience, problem, solution, differentiation, proof.
+3. **Message House** – craft headline statement, 2-3 pillars, supporting evidence + CTAs.
+4. **Enablement Hooks** – create elevator pitch, demo storyline beats, objection responses.
+5. **Localization Options** – highlight variations for segments/regions.
+
+## Outputs
+- Positioning brief with message house diagram.
+- Snippet pack (taglines, 50/150/300-character blurbs, email/SMS hooks).
+- Proof library references and CTA recommendations.
+
+## Agent/Skill Invocations
+- `product-narrative-lead` – leads narrative development.
+- `positioning` skill – enforces structure and guardrails.
+- `competitive-intel-lead` – supplies differentiation data.
+
+---

commands/build-launch-plan.md

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+---
+name: build-launch-plan
+description: Produces a coordinated launch plan covering workstreams, assets, and KPIs.
+usage: /product-marketing:build-launch-plan --product "AI copilot" --tier 1 --date 2025-02-10
+---
+
+# Command: build-launch-plan
+
+## Inputs
+- **product** – name/feature being launched.
+- **tier** – 1, 2, or 3 to size scope/budget.
+- **date** – target GA or announcement date.
+- **segments** – optional audiences or verticals.
+- **dependencies** – optional list (feature flag, pricing, compliance, etc.).
+
+## Workflow
+1. **Launch Tiering** – confirm objectives, KPIs, and resource expectations.
+2. **Workstream Mapping** – content, demand, enablement, success, comms, product readiness.
+3. **Timeline** – backwards schedule with key milestones and checkpoints.
+4. **Asset Checklist** – required collateral, demos, training, automation, tracking.
+5. **Measurement** – define KPIs, instrumentation, reporting cadence, experiment ideas.
+
+## Outputs
+- Launch plan board/table (workstream, owner, deliverables, status).
+- KPI framework + dashboard spec.
+- Risk log with mitigations.
+
+## Agent/Skill Invocations
+- `launch-strategist` – oversees plan + governance.
+- `launch-plays` skill – provides playbook templates by tier.
+- `data-orchestrator` (cross-plugin) – ensures instrumentation readiness optional.
+
+---

commands/competitive-brief.md

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+---
+name: competitive-brief
+description: Generates a competitor teardown and battlecard-focused enablement brief.
+usage: /product-marketing:competitive-brief --competitor "Acme.io" --region global --audience enterprise
+---
+
+# Command: competitive-brief
+
+## Inputs
+- **competitor** – target vendor.
+- **region** – market focus.
+- **audience** – persona/segment to tailor messaging.
+- **opportunity_stage** – optional sales stage to emphasize.
+- **proof_assets** – optional links to customers, analysts, benchmarks.
+
+## Workflow
+1. **Signal Intake** – gather pricing, product updates, marketing campaigns, customer chatter.
+2. **Feature/Value Comparison** – highlight differences in roadmap, integrations, services.
+3. **Messaging & Positioning** – identify competitor claims vs vulnerabilities.
+4. **Objection Handling** – craft rebuttals, proof points, switching stories.
+5. **Enablement Kit** – produce slide/snippet ready content for reps and success teams.
+
+## Outputs
+- Competitive dossier (table + narrative insights).
+- Battlecard PDF/slide summary with quick-reference sections.
+- Talk track + objection script plus recommended assets.
+
+## Agent/Skill Invocations
+- `competitive-intel-lead` – compiles insights and drafts brief.
+- `competitive-intel` skill – provides templates and guardrails.
+- `product-narrative-lead` – ensures differentiation messaging stays consistent.
+
+---

plugin.lock.json

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skills/competitive-intel/SKILL.md

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+---
+name: competitive-intel
+description: Use when researching, documenting, and sharing competitor insights with
+  GTM teams.
+---
+
+# Competitive Intelligence Ops Skill
+
+## When to Use
+- Preparing battlecards, objection handling, or exec briefings.
+- Monitoring competitor launches, pricing changes, or campaigns.
+- Running win/loss and market intelligence programs.
+
+## Framework
+1. **Collect** – pull from sales calls, Gong, analyst notes, communities, social, product updates.
+2. **Analyze** – map strengths/weaknesses, feature parity, pricing, GTM motions.
+3. **Package** – build battlecards, alerts, teardown docs, highlights for weekly digests.
+4. **Enable** – deliver via enablement hubs, Slack alerts, office hours.
+5. **Measure** – track adoption, impact on win rates, feedback loops.
+
+## Templates
+- Competitor dossier structure (Overview, Differentiation, Traps, Assets).
+- Alert format for urgent updates.
+- Win/loss survey + summary report.
+
+## Tips
+- Always cite sources and freshness dates.
+- Partner with sales enablement to ensure updates are surfaced during deal cycles.
+- Keep a change log to monitor how competitor narratives evolve.
+
+---

skills/launch-plays/SKILL.md

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+---
+name: launch-plays
+description: Use when orchestrating Tier 1/2/3 launches with repeatable workstreams
+  and governance.
+---
+
+# Launch Playbooks Skill
+
+## When to Use
+- Planning upcoming product/feature launches.
+- Auditing current launch processes for efficiency gaps.
+- Onboarding new PMMs or cross-functional launch partners.
+
+## Framework
+1. **Tiering Model** – define Tier 1/2/3 criteria (impact, audience, readiness) with required workstreams.
+2. **Workstreams** – campaign, content, enablement, comms, success, ops, product readiness.
+3. **RACI** – assign responsible/approver for each deliverable.
+4. **Cadence** – stand-up schedule, checkpoints, risk reviews.
+5. **Measurement** – KPI stack + reporting templates.
+
+## Templates
+- Launch plan board (Notion/Jira/Asana) with tasks + owners.
+- Brief template capturing audience, goals, narrative, dependencies.
+- Retro template for capturing learnings.
+
+## Tips
+- Lock tier and scope early to prevent scope creep.
+- Maintain a risk log with mitigation owners.
+- Pair with `workflow-testing` and automation teams to confirm infra readiness.
+
+---

skills/positioning/SKILL.md

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+---
+name: positioning
+description: Use when structuring positioning statements, message houses, and proof
+  libraries for GTM teams.
+---
+
+# Positioning Systems Skill
+
+## When to Use
+- Kicking off new products/features or entering new markets.
+- Refreshing messaging after competitive or market shifts.
+- Equipping sales/CS with updated stories.
+
+## Framework
+1. **Audience & Problem** – ICP, pain, current workaround.
+2. **Promise** – how we uniquely solve it (functional + emotional).
+3. **Proof** – metrics, customers, analysts, demos.
+4. **Payoff** – business outcome and CTA.
+5. **Variants** – adjust for personas, industries, regions.
+
+## Templates
+- Positioning canvas (Audience, Need, Approach, Differentiation, Proof).
+- Message house diagram.
+- Snippet bank (email, social, ad copy, call intro).
+
+## Tips
+- Validate with customers before rollout.
+- Keep one source of truth; document version and owner.
+- Align with design/content teams so visuals mirror messaging.
+
+---