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positioning skill

/plugins/product-marketing/skills/positioning

This skill helps GTM teams craft positioning statements, message houses, and proof libraries that align audiences, promises, and proofs for faster market

npx playbooks add skill gtmagents/gtm-agents --skill positioning

Review the files below or copy the command above to add this skill to your agents.

Files (1)
SKILL.md
990 B
---
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.

---

Overview

This skill helps GTM teams create clear positioning statements, message houses, and proof libraries to drive consistent go-to-market messaging. It packages a repeatable framework and templates for audience, promise, proof, payoff, and persona variants. Use it to align sales, marketing, and customer success around one source of truth. The output is practical, ready-to-use messaging and snippet banks for outreach and enablement.

How this skill works

The skill inspects target audience definitions and pain points, then guides you through a structured canvas to articulate the unique promise and business payoff. It builds a message house that captures pillars and proof points, and generates a reusable proof library of metrics, customer evidence, analyst quotes, and demo hooks. It can output variants for personas, industries, and channels, plus short copy snippets for emails, social, ads, and call intros.

When to use it

  • Kicking off a new product, feature, or market entry
  • Refreshing messaging after competitive or market shifts
  • Preparing sales and customer success with updated stories
  • Creating a playbook for a launch or campaign
  • Consolidating claims and evidence into a single proof library

Best practices

  • Start with a validated audience and clear articulation of the problem and current workaround
  • Frame the promise as both functional benefit and emotional value to buyers
  • Prioritize measurable proof (metrics, customer outcomes, quotes) over vague claims
  • Maintain one source of truth with versioning and an assigned owner
  • Validate messaging with customers and frontline reps before wide rollout

Example use cases

  • Build a positioning canvas to align product, marketing, and sales on target ICP and differentiation
  • Create a message house that sales can use to structure discovery calls and demos
  • Assemble a proof library for the website, pitch decks, and proposal templates
  • Generate persona-specific headline and email snippets for targeted campaigns
  • Refresh competitive positioning after a new entrant or feature disrupts the market

FAQ

How granular should persona variants be?

Start with 3–4 high-impact personas tied to buying roles and pain; expand only if you have repeated evidence those segments behave differently.

What counts as strong proof?

Quantified outcomes, named customer stories, analyst validation, and replicable demo scenarios rank highest; prioritize evidence that ties directly to the promised payoff.