marketing-strategy-pmm

# Marketing Strategy & PMM

Product marketing patterns for positioning, GTM strategy, and competitive intelligence.

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## Table of Contents

- [ICP Definition Workflow](#icp-definition-workflow)
- [Positioning Development](#positioning-development)
- [Competitive Intelligence](#competitive-intelligence)
- [Product Launch Planning](#product-launch-planning)
- [Sales Enablement](#sales-enablement)
- [International Expansion](#international-expansion)
- [Reference Documentation](#reference-documentation)

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## ICP Definition Workflow

Define ideal customer profile for targeting:

1. Analyze existing customers (top 20% by LTV)
2. Identify common firmographics (size, industry, revenue)
3. Map technographics (tools, maturity, integrations)
4. Document psychographics (pain level, motivation, risk tolerance)
5. Define 3-5 buyer personas (economic, technical, user)
6. Validate against sales cycle and churn data
7. Score prospects A/B/C/D based on ICP fit
8. **Validation:** A-fit customers have lowest churn and fastest close

### Firmographics Template

| Dimension | Target Range | Rationale |
|-----------|--------------|-----------|
| Employees | 50-5000 | Series A sweet spot |
| Revenue | $5M-$500M | Budget available |
| Industry | SaaS, Tech, Services | Product fit |
| Geography | US, UK, DACH | Market priority |
| Funding | Seed to Growth | Willing to adopt |

### Buyer Personas

**Economic Buyer** (signs contract):
- Title: VP, Director, Head of [Department]
- Goals: ROI, team productivity, cost reduction
- Messaging: Business outcomes, ROI, case studies

**Technical Buyer** (evaluates product):
- Title: Engineer, Architect, Tech Lead
- Goals: Technical fit, easy integration
- Messaging: Architecture, security, documentation

**User/Champion** (advocates internally):
- Title: Manager, Team Lead, Power User
- Goals: Makes job easier, quick wins
- Messaging: UX, ease of use, time savings

### ICP Validation Checklist

- [ ] 5+ paying customers match this profile
- [...