Marketing Strategy & Product Marketing

Head of Marketing: Marketing-sourced pipeline $, CAC/LTV ratio, ROMI (3:1+ target), brand awareness lift, market share growth

Head of Growth: Activation rate, WAU/MAU, conversion rates across funnel, payback period, viral coefficient (PLG)

CMO: Revenue growth %, pipeline coverage (3-4x), team productivity, budget efficiency, NPS/brand health

Tech Stack Integration

HubSpot - CRM, deal tracking, competitive loss analysis, sales enablement content Google Analytics - Product usage, activation funnels, feature adoption Gong/Chorus - Sales call analysis, competitive intelligence, objection tracking Productboard - Feature requests, customer feedback, roadmap prioritization Notion/Confluence - Internal wiki, positioning docs, competitive battlecards

1. Strategic Foundation

1.1 Company Strategy Framework (Series A Context)

Current State Analysis:

Stage: Series A
Funding: $5-15M raised
Team Size: 20-50 people
Revenue: $1-5M ARR
Market Position: Challenger/Niche leader
Growth Rate Target: 3-5x YoY

Key Challenges:
- Prove product-market fit at scale
- Expand from early adopters → mainstream
- Enter new markets (EU/US/Canada)
- Compete against incumbents
- Build repeatable sales motion

Strategic Priorities (in order):

1. Nail positioning - Clear, differentiated value prop
2. Scale acquisition - Repeatable, efficient channels
3. Prove retention - Product stickiness, expansion revenue
4. Expand markets - Geographic + vertical expansion
5. Build brand - Awareness, trust, category leadership

1.2 ICP (Ideal Customer Profile) Definition

B2B SaaS ICP Framework:

Firmographics:

• Company size: 50-5000 employees (Series A sweet spot)
• Industry: SaaS, Tech, Professional Services
• Geography: US, Canada, UK, Germany, France (prioritize by TAM)
• Revenue: $5M-$500M annual
• Funding stage: Seed to Growth (avoid pre-product)

Technographics:

• Tech stack: Modern (cloud-first, API-driven)
• Maturity: Growing fast, willing to adopt new tools
• Existing tools: [List competitors + complementary products]
• Integration needs: Must integrate with [Salesforce, Slack, etc.]

Psychographics:

• Pain level: 7-10/10 (acute pain, not nice-to-have)
• Buyer motivation: Efficiency, cost savings, revenue growth
• Decision process: 2-6 month sales cycle
• Risk tolerance: Early majority (not bleeding edge)

Buyer Personas (3-5 personas max):

Primary: Economic Buyer (signs contract)

• Title: VP, Director, Head of [Department]
• Goals: ROI, team productivity, cost reduction
• Fears: Implementation failure, team resistance, budget waste
• Messaging: Business outcomes, ROI, case studies

Secondary: Technical Buyer (evaluates product)

• Title: Senior Engineer, Architect, Tech Lead
• Goals: Solves technical problem, easy integration
• Fears: Technical debt, vendor lock-in, poor support
• Messaging: Technical capabilities, architecture, security

User/Champion (advocates internally)

• Title: Manager, Team Lead, Power User
• Goals: Makes their job easier, team loves it
• Fears: Learning curve, change management
• Messaging: UX, ease of use, quick wins

ICP Validation Checklist:

• 5+ paying customers match this profile
• Fastest sales cycles (< median time to close)
• Highest LTV (> median customer value)
• Lowest churn (< 5% annual)
• Strong product engagement (daily/weekly usage)
• Referenceable (NPS 9-10, willing to do case studies)

HubSpot ICP Tracking:

• Create "ICP Fit" property: A (perfect), B (good), C (okay), D (poor)
• Score based on firmographics, engagement, product usage
• Report: Win rate by ICP score, pipeline by ICP score
• Action: Focus acquisition on ICP A/B, nurture C, disqualify D

1.3 Market Segmentation Strategy

Segmentation Dimensions:

By Company Size (recommend starting with one):

• SMB (10-200 employees) - Self-serve PLG, low touch, $100-$2k ACV
• Mid-Market (200-2000 employees) - Hybrid, inside sales, $2k-$50k ACV
• Enterprise (2000+ employees) - Sales-led, field sales, $50k+ ACV

By Vertical (choose 2-3 focus verticals):

• Horizontal: Broad appeal (e.g., project management for any industry)
• Vertical: Industry-specific (e.g., healthcare CRM, fintech compliance)
• Approach: Start horizontal, add verticals as you scale

By Use Case (messaging varies):

• Use Case A: [e.g., Team collaboration]
• Use Case B: [e.g., Client management]
• Use Case C: [e.g., Project tracking]
• Each use case = different landing page, messaging, case studies

By Geography (Series A focus):

• US/Canada: Largest TAM, fastest sales cycles, highest willingness to pay
• UK: English-speaking, gateway to EU, similar buying behavior to US
• Germany: Largest EU economy, high data privacy standards (GDPR leader)
• France: Second largest EU market, localization critical
• Nordics: High tech adoption, English proficiency, smaller markets

Segmentation Priority Matrix:

Segment: US Mid-Market SaaS Companies (200-2000 employees)
Priority: 1 (Highest)
Rationale:
  - Largest TAM ($5B)
  - Fastest sales cycle (60 days avg)
  - Highest win rate (35%)
  - Strong product fit (use cases align)
  - Existing customer base (50% of customers)
Budget Allocation: 50% of marketing spend

2. Positioning & Messaging

2.1 Positioning Framework (April Dunford Method)

Step 1: List Your True Competitive Alternatives

Not just direct competitors - what would customers do if your product didn't exist?

Alternatives:
1. Competitor A (direct)
2. Competitor B (direct)
3. Spreadsheets + email (status quo)
4. Build in-house (DIY)
5. Do nothing (ignore problem)

Step 2: Isolate Your Unique Attributes

What do you have that alternatives don't?

Unique Attributes:
1. [Feature X that no one else has]
2. [Integration Y that's exclusive]
3. [Approach Z that's differentiated]
4. [Performance metric better than all]

Step 3: Map Attributes to Value

What value do these attributes provide to customers?

Attribute: [Real-time collaboration]
→ Value: Teams can work together simultaneously
→ Outcome: 50% faster project completion

Attribute: [AI-powered automation]
→ Value: Eliminates manual data entry
→ Outcome: Save 10 hours/week per user

Step 4: Define Your Best-Fit Customers

Who cares most about this value?

Best-Fit: Mid-market SaaS companies (200-1000 employees)
Why: They have distributed teams, need real-time collaboration
Evidence: Fastest sales cycles, lowest churn, highest NPS

Step 5: Nail Your Market Category

What market do you dominate?

Options:
- Head-to-head: Compete in existing category (e.g., "CRM")
- Big fish, small pond: Own a niche (e.g., "CRM for agencies")
- Create new: Define new category (risky, expensive)

Decision: [Choose based on competitive strength and budget]

Step 6: Layer on Trends

What trends make this the right time to buy?

Trends:
- Remote work explosion (2020-2025)
- AI/ML adoption in enterprise (2024-2025)
- Data privacy regulations (GDPR, CCPA)

2.2 Messaging Architecture

Value Proposition (One-Liner):

Template: [Product] helps [Target Customer] [Achieve Goal] by [Unique Approach]

Example: "Acme helps mid-market SaaS teams ship 2x faster by automating project workflows with AI"

Messaging Hierarchy:

LEVEL 1: Value Proposition (one-liner)
[Your one-liner here]

LEVEL 2: Key Benefits (3-5 bullet points)
- Benefit 1: [Speed] → Ship products 2x faster
- Benefit 2: [Quality] → Reduce bugs by 50%
- Benefit 3: [Collaboration] → Align teams in real-time
- Benefit 4: [Cost] → Save $100k/year on tools

LEVEL 3: Features (supporting evidence)
- Feature → Benefit → Outcome
- AI automation → Eliminates manual work → Save 10 hrs/week
- Real-time sync → No version conflicts → 50% fewer errors
- Integrations → Connect existing tools → 80% faster onboarding

LEVEL 4: Proof Points
- Customer logos: [Microsoft, Shopify, Stripe]
- Stats: Used by 10,000+ teams, 4.8/5 G2 rating
- Case studies: How [Customer] achieved [Outcome]

Messaging by Persona:

Economic Buyer (VP/Director):

• Primary concern: ROI, business outcomes
• Tone: Professional, data-driven, results-focused
• Key message: "Increase revenue by 25% while reducing costs by $200k/year"
• Proof: ROI calculator, case studies with $ impact

Technical Buyer (Engineer/Architect):

• Primary concern: Technical fit, security, scalability
• Tone: Technical, detailed, objective
• Key message: "Enterprise-grade architecture with 99.99% uptime and SOC 2 compliance"
• Proof: Technical docs, security whitepaper, architecture diagram

End User (Manager/Individual Contributor):

• Primary concern: Ease of use, daily workflow
• Tone: Friendly, empathetic, practical
• Key message: "Spend less time on busywork, more time on what matters"
• Proof: Product demo, free trial, customer testimonials

2.3 Messaging Testing & Iteration

Message Testing Framework:

1. Qualitative (customer interviews):

   • Ask 10-15 target customers:
   • "How would you describe [Product] to a colleague?"
   • "What's the main benefit you get from [Product]?"
   • "Why did you choose us over [Competitor]?"

2. Quantitative (A/B testing):

   • Test messaging variations on:
   • Landing page headlines
   • Ad copy (LinkedIn, Google)
   • Email subject lines
   • Measure: CTR, conversion rate, demo requests

3. Sales Feedback (win/loss analysis):

   • Ask sales team monthly:
   • "Which message resonates most with prospects?"
   • "What objections are we hearing?"
   • "How do we compare to [Competitor] in customer's eyes?"

Iteration Cycle:

• Test new messaging: 2-4 weeks
• Analyze results: 1 week
• Update messaging docs: 1 week
• Train sales team: 1 week
• Repeat quarterly

3. Competitive Intelligence

3.1 Competitive Analysis Framework

Tier 1: Direct Competitors (head-to-head, same category)

• [Competitor A]: Market leader, $100M+ ARR
• [Competitor B]: Fast-growing challenger, Series B
• [Competitor C]: Open-source alternative

Tier 2: Indirect Competitors (adjacent solutions)

• [Alt Solution D]: Different approach, overlapping use case
• [Alt Solution E]: Broader platform, includes your feature

Tier 3: Status Quo (what customers do today)

• Spreadsheets + email
• Build in-house
• Do nothing

Competitive Intelligence Sources:

1. Product trials: Sign up for competitor products, use actively
2. Website monitoring: Track changes to pricing, messaging, features
3. Customer interviews: Ask "What alternatives did you consider?"
4. Sales call recordings (Gong/Chorus): Listen for competitor mentions
5. Review sites (G2, Capterra): Read competitor reviews (pros/cons)
6. Job postings: Competitor hiring = roadmap insights
7. Financial filings (if public): Revenue, growth, strategy
8. Social media: Follow competitor execs, product teams
9. Partner channels: Talk to shared implementation partners
10. Industry reports: Gartner, Forrester, IDC

3.2 Competitive Battlecards

Battlecard Template (create one per competitor):

COMPETITOR: [Competitor A]

OVERVIEW:
- Founded: 2015
- Funding: Series C, $75M raised
- HQ: San Francisco
- Size: 200 employees
- Customers: 5,000+ companies
- Pricing: $50-$500/user/month

POSITIONING:
- They say: "All-in-one platform for modern teams"
- Reality: Broad but shallow, not deep in any use case

KEY STRENGTHS (What They Do Well):
1. Strong brand recognition (category leader)
2. Large feature set (breadth over depth)
3. Extensive integrations (2,000+ apps)

KEY WEAKNESSES (Where They Fall Short):
1. Complex UI (steep learning curve)
2. Expensive (2x our price at scale)
3. Poor support (low NPS in reviews)
4. Legacy architecture (slow performance)

OUR ADVANTAGES:
1. 10x easier to use (time-to-value in minutes vs. days)
2. 50% lower cost at 100+ users
3. Superior performance (2x faster load times)
4. White-glove onboarding (dedicated CSM)

WHEN TO WIN:
- Customer values ease of use over features
- Budget-conscious (not enterprise)
- Need fast time-to-value (<1 week)
- Poor experience with competitor (switching)

WHEN TO LOSE:
- Enterprise (>5000 employees) with complex requirements
- Need feature X that we don't have yet
- Deep integration with competitor's ecosystem
- Already invested heavily in competitor (sunk cost)

TALK TRACKS:

Objection: "We're already using [Competitor A]"
Response: "That's great - many of our customers came from [Competitor A]. What prompted you to explore alternatives? [Listen for pain points] Typically teams switch to us because [ease of use / cost / performance]. Would it be helpful to see a side-by-side comparison?"

Objection: "[Competitor A] has more features"
Response: "You're right - they've been around longer and have a broader feature set. Here's what we found: most teams only use 20% of those features. Our customers love that we focus on doing [core use case] exceptionally well rather than trying to do everything. What features are most critical for your team?"

PROOF POINTS:
- Case study: "[Customer] switched from [Competitor A], reduced costs by 60%"
- Review comparison: "[4.8 vs. 4.2 G2 rating in 'Ease of Use']"
- Win rate: "35% win rate in competitive deals"

COMPETITIVE LANDSCAPE:
[Link to competitive positioning map]
[Link to feature comparison matrix]

Battlecard Distribution:

• Store in: Notion, Confluence, or sales enablement platform
• Update frequency: Monthly (or when competitor launches major feature)
• Access: Sales, CS, Product, Marketing teams
• Training: Monthly competitive update calls with sales

3.3 Win/Loss Analysis

Win/Loss Interview Process:

Goals:

• Understand why you won/lost
• Validate positioning and messaging
• Identify product gaps
• Track competitive trends

Process:

1. Identify deals (closed won or lost in last 30 days)
2. Request interview (email or HubSpot workflow)
3. Conduct interview (30-45 min, record with permission)
4. Analyze data (themes, patterns, trends)
5. Share insights (monthly report to product, sales, marketing)

Interview Questions (pick 8-10):

For Wins:

• What problem were you trying to solve?
• What alternatives did you evaluate?
• Why did you choose us over [Competitor]?
• What almost made you choose someone else?
• What could we improve?

For Losses:

• What problem were you trying to solve?
• Who did you choose instead? Why?
• What did we do well in the sales process?
• What could we have done differently?
• Would you consider us in the future? When?

Data Tracking (in HubSpot or spreadsheet):

Monthly Insights Report:

Win/Loss Summary (March 2025):
- Total deals analyzed: 20 (12 wins, 8 losses)
- Win rate: 60%
- Top win reasons:
  1. Ease of use (8 mentions)
  2. Better support (6 mentions)
  3. Price (4 mentions)
- Top loss reasons:
  1. Missing feature X (4 mentions)
  2. Price (3 mentions)
  3. Competitor relationship (2 mentions)

Action Items:
- Product: Prioritize feature X (lost 4 deals)
- Sales: Update battlecard for Competitor A (won 5 competitive deals)
- Marketing: Create case study on "ease of use" theme

4. Go-To-Market (GTM) Strategy

4.1 GTM Motion Types

PLG (Product-Led Growth):

• Entry: Free trial or freemium
• Buyer: End user → Manager → VP
• Sales: Low touch or self-serve
• ACV: <$10k
• Example: Slack, Notion, Figma

Sales-Led Growth:

• Entry: Demo request → Sales qualification
• Buyer: VP → C-level
• Sales: High touch, consultative
• ACV: $25k+
• Example: Salesforce, Workday, SAP

Hybrid (PLG + Sales):

• Entry: Free trial for SMB, demo for Enterprise
• Buyer: End user (PLG) or Executive (Sales-Led)
• Sales: Self-serve → Assisted → Enterprise
• ACV: $5k-$100k
• Example: HubSpot, Atlassian, Zoom

Series A Recommendation: Start with Hybrid

• Reason: Faster learning, broader TAM, efficient scaling
• Approach:
  • Bottom-up (PLG): Free trial → Paid team plan → Upgrade to Enterprise
  • Top-down (Sales): Outbound to Enterprise → Demo → POC → Close

4.2 GTM Launch Playbook (90-Day Plan)

Pre-Launch (Days -90 to -30):

Week 1-4: Foundation

• Define ICP and buyer personas
• Develop positioning and messaging
• Create competitive battlecards
• Set success metrics (pipeline $, MQLs, win rate)

Week 5-8: Content & Enablement

• Build website pages (homepage, product, pricing)
• Create sales deck and demo script
• Produce launch assets (one-pager, case studies, FAQs)
• Develop email nurture sequences
• Train sales team on positioning and talk tracks

Week 9-12: Channel Setup

• Launch paid campaigns (LinkedIn, Google)
• Set up HubSpot tracking and attribution
• Publish SEO content (blog posts, guides)
• Activate partnerships (co-marketing plans)
• Test conversion funnels (landing page → signup)

Launch (Days 1-30):

Week 1: Awareness

• Press release distribution
• Email announcement to existing database
• Social media campaign (LinkedIn, Twitter)
• Paid ads go live (awareness campaigns)
• Outbound sales blitz (top 100 accounts)

Week 2-4: Activation

• Monitor conversion rates (daily)
• A/B test landing pages and ad copy
• Sales follow-up on inbound leads (<4 hour SLA)
• Customer interviews (feedback on positioning)
• Adjust messaging based on early signals

Post-Launch (Days 31-90):

Week 5-8: Optimization

• Analyze win/loss data (why did we win/lose?)
• Optimize underperforming channels (pause or pivot)
• Scale winning channels (20% weekly budget increase)
• Publish post-launch case studies
• Expand content (SEO, demand gen)

Week 9-12: Scale

• Enter new market segments (vertical or geo)
• Launch partnerships (co-marketing campaigns)
• Build PLG loops (referral program, viral features)
• Sales team expansion (hire based on pipeline)
• Iterate positioning (quarterly messaging refresh)

4.3 International Market Entry (EU/US/Canada)

Market Entry Priority (Series A recommended order):

Phase 1: US Market (Months 1-6)

• Why: Largest TAM, fastest sales cycles, highest ACV
• Entry strategy:
  • Hire US-based SDRs/AEs (or partner with US sales agency)
  • Localize website (USD pricing, US phone number)
  • Paid ads (Google + LinkedIn) targeting US companies
  • Partnerships with US-based tech companies
• Budget: 50% of total marketing spend
• Target: $1M ARR from US by Month 6

Phase 2: UK Market (Months 4-9)

• Why: English-speaking, gateway to EU, similar to US
• Entry strategy:
  • Hire UK sales rep or partner with UK agency
  • Localize pricing (GBP), GDPR compliance
  • Content localization (British spelling, cultural nuances)
  • UK partnerships (local SaaS companies)
• Budget: 20% of marketing spend
• Target: $500k ARR from UK by Month 9

Phase 3: DACH (Germany/Austria/Switzerland) (Months 7-12)

• Why: Largest EU economy, high data privacy standards
• Entry strategy:
  • Translate website and product (German)
  • Hire German-speaking sales rep
  • GDPR compliance (critical for German market)
  • Partnerships with German tech companies
  • Local case studies and testimonials
• Budget: 15% of marketing spend
• Target: $300k ARR from DACH by Month 12

Phase 4: France (Months 10-15)

• Why: Second largest EU market, localization critical
• Entry strategy:
  • Full French translation (website, product, support)
  • Hire French-speaking sales and support
  • French partnerships and case studies
  • Comply with French data regulations
• Budget: 10% of marketing spend
• Target: $200k ARR from France by Month 15

Phase 5: Canada (Months 7-12)

• Why: Similar to US, easier entry, smaller market
• Entry strategy:
  • Minimal localization (CAD pricing)
  • Leverage US sales team (similar buying behavior)
  • Canadian partnerships
• Budget: 5% of marketing spend
• Target: $100k ARR from Canada by Month 12

Localization Checklist (per market):

• Website: Translate, localize currency, phone number
• Product: UI translation (if needed for that market)
• Pricing: Local currency, VAT/taxes displayed
• Support: Local business hours, language support
• Legal: Data privacy compliance (GDPR, CCPA)
• Sales: Hire local reps or partner with local agency
• Marketing: Localized ads, content, case studies
• Payments: Local payment methods (SEPA, iDEAL, etc.)

Budget Allocation (international expansion):

Year 1 (Series A):
- US: 50% ($200k)
- UK: 20% ($80k)
- DACH: 15% ($60k)
- France: 10% ($40k)
- Canada: 5% ($20k)

Total: $400k marketing spend (international)
Expected ROI: 3:1 (marketing-sourced pipeline : spend)

5. Product Launch Framework

5.1 Launch Tiers (Effort vs. Impact)

Tier 1: Major Launch (quarterly, high impact)

• Scope: New product, major feature, platform expansion
• Audience: Existing customers + new prospects + press
• Effort: 6-8 weeks prep, full cross-functional launch
• Budget: $50k-$100k (Series A)
• Activities: Press release, webinar, email series, paid ads, sales blitz

Tier 2: Standard Launch (monthly, medium impact)

• Scope: Significant feature, integration, improvement
• Audience: Existing customers + select prospects
• Effort: 3-4 weeks prep, core team involvement
• Budget: $10k-$25k
• Activities: Blog post, email announcement, product update, sales enablement

Tier 3: Minor Launch (weekly, low impact)

• Scope: Small feature, bug fix, optimization
• Audience: Existing customers only
• Effort: 1 week prep, product + marketing only
• Budget: <$5k
• Activities: In-app notification, changelog, support docs

5.2 Major Launch Playbook (Tier 1)

8 Weeks Before Launch:

Week -8:

• Kickoff meeting (Product, Marketing, Sales, CS)
• Define launch goals (pipeline $, MQLs, press coverage)
• Identify target audience (ICP, personas)
• Create positioning and messaging
• Assign roles and responsibilities

Week -7:

• Develop GTM strategy (channels, tactics, budget)
• Create sales enablement (deck, demo script, FAQs)
• Plan content (blog posts, case studies, videos)
• Design creative assets (ads, social graphics, emails)

Week -6:

• Build landing pages (product page, demo request)
• Set up HubSpot campaigns and tracking
• Write press release and pitch media
• Create email nurture sequences
• Produce demo video

Week -5:

• Beta test with select customers (feedback)
• Train sales team (positioning, demo, objection handling)
• Train CS team (onboarding, support docs)
• Finalize launch timeline and channel mix
• Prepare customer case studies

4 Weeks Before Launch:

Week -4:

• Launch paid ad campaigns (LinkedIn, Google)
• Publish teaser content (blog, social)
• Send pre-launch email to customer base
• Pitch press and influencers
• Set up webinar registration

Week -3:

• A/B test landing pages and ad copy
• Ramp up content production (blog posts, videos)
• Sales prospecting (outbound to target accounts)
• Finalize webinar content and speakers
• Prepare launch day checklist

Week -2:

• Send reminder emails (webinar, launch countdown)
• Increase paid ad spend (ramp up)
• Sales follow-up on warmed leads
• Dry run: Test all systems (website, forms, CRM)
• Prepare launch day assets (social posts, emails)

Week -1:

• Final review: All assets approved
• Pre-launch email to VIP customers and partners
• Sales team ready (trained, motivated, quotas set)
• CS team ready (docs updated, chat support staffed)
• Press embargo lifts (if applicable)

Launch Week:

Day 1 (Launch Day):

• Press release goes live (distribute to media)
• Email announcement to full database
• Social media blitz (LinkedIn, Twitter, Facebook)
• Paid ads at full budget
• Sales outbound campaign (top 500 accounts)
• Product update in-app (notify existing users)
• Monitor metrics (signups, demos, press pickup)

Days 2-5:

• Daily monitoring (conversion rates, funnel drop-offs)
• A/B test optimizations (headlines, CTAs)
• Sales follow-up (4-hour SLA on inbound leads)
• Respond to press inquiries
• Post customer testimonials and early wins
• Webinar (Day 3 or 4)

Week 2:

• Analyze launch results (vs. goals)
• Publish post-launch content (case studies, how-to guides)
• Sales continue outbound (sustained momentum)
• Optimize underperforming channels
• Scale winning channels (increase budget)

Week 3-4:

• Post-launch report (metrics, learnings, next steps)
• Customer feedback interviews (product improvements)
• Win/loss analysis (why did we win/lose deals?)
• Adjust messaging and positioning (based on feedback)
• Plan next launch (apply learnings)

5.3 Launch Metrics Dashboard

Leading Indicators (track daily):

• Landing page visitors
• Demo requests
• Free trial signups
• MQLs generated
• Sales pipeline created ($)

Lagging Indicators (track weekly/monthly):

• SQLs generated
• Deals closed (count + $)
• Win rate (vs. pre-launch)
• Customer adoption rate (% of customers using feature)
• NPS score (feature-specific)

HubSpot Dashboard:

Launch Campaign: [Q2-2025-Product-X-Launch]

WEEK 1 RESULTS:
Traffic: 10,000 visitors (goal: 8,000) ✅
MQLs: 250 (goal: 200) ✅
SQLs: 40 (goal: 50) ⚠️
Pipeline: $800k (goal: $1M) ⚠️
Demos: 80 (goal: 100) ⚠️

TOP CHANNELS:
1. LinkedIn Ads: 120 MQLs, $150 CPL
2. Email: 80 MQLs, $25 CPL
3. Organic: 40 MQLs, $0 CPL

UNDERPERFORMING:
- Google Search: 10 MQLs, $400 CPL (pause and optimize)
- Webinar: 50 registrants, 20% show rate (improve email reminders)

NEXT ACTIONS:
- Increase LinkedIn Ads budget by 30%
- A/B test new landing page headline
- Sales follow-up blitz on 40 SQLs

6. Sales Enablement & Collaboration

6.1 Sales Enablement Assets (Must-Have)

Core Assets:

1. Sales Deck (15-20 slides)

Slide 1: Title slide (logo, tagline)
Slide 2: Agenda
Slide 3: Company intro (mission, vision, traction)
Slide 4: Problem statement (customer pain points)
Slide 5: Solution overview (your product)
Slide 6: Key benefits (3-5 bullets)
Slide 7: Product demo (screenshots or video)
Slide 8: Differentiation (vs. competitors)
Slide 9: Customer logos (social proof)
Slide 10: Case study (results-focused)
Slide 11: Pricing and plans
Slide 12: Implementation timeline
Slide 13: Support and success
Slide 14: Next steps (CTA)
Slide 15: Q&A

Guidelines:
- Visual-first (minimal text, large images)
- Customer-centric (benefits > features)
- Modular (easy to skip/reorder slides)
- Updated quarterly (or after major product changes)

2. One-Pagers (1-page PDF)

• Product overview (what it is, who it's for, key features)
• Competitive comparison (vs. Competitor A, B, C)
• Case study (customer story with metrics)
• Pricing sheet (plans, features, add-ons)

3. Battlecards (per competitor)

• See Section 3.2 for detailed battlecard template

4. Demo Script (30-45 min)

Demo Flow:
1. Intro (2 min) - Who we are, what we'll cover
2. Discovery (5 min) - Ask about their needs, pain points
3. Demo (20 min) - Show product (focus on their use case)
4. Q&A (10 min) - Address objections, questions
5. Next steps (3 min) - Define trial or POC plan

Demo Tips:
- Show, don't tell (product in action > slides)
- Use customer data (not "Company XYZ" examples)
- Focus on outcomes (not features)
- Address objections proactively (price, competition)
- Always drive to next step (trial, POC, proposal)

5. Email Templates (HubSpot sequences)

• Cold outreach (prospecting)
• Demo follow-up
• Trial conversion
• Proposal sent
• Closing sequence

6. ROI Calculator (spreadsheet or web tool)

• Input: Customer's current costs, time spent, team size
• Output: Savings with your product, payback period, 3-year ROI
• Example: "Save $150k/year, 6-month payback, 500% ROI"

6.2 Sales Training Program

Monthly Sales Enablement Call (60 min):

• Product updates (new features, roadmap)
• Competitive landscape (new competitors, battlecard updates)
• Win/loss insights (why we're winning/losing)
• Best practices (top performer shares tips)
• Q&A (open forum for questions)

Quarterly Sales Training (half-day workshop):

• Deep dive: Positioning and messaging refresh
• Role-playing: Objection handling, competitive demos
• Product training: New features, advanced use cases
• Customer panel: Hear directly from customers (why they bought)

Sales Onboarding (new hires):

• Week 1: Company, product, market overview
• Week 2: ICP, personas, messaging
• Week 3: Competitive intelligence, battlecards
• Week 4: Demo certification (must pass to sell)

6.3 Marketing ↔ Sales Handoffs

MQL → SQL Handoff (see marketing-demand-acquisition skill for details)

Product Marketing → Sales:

Weekly Sync (30 min):

• Review: Win/loss insights, competitive updates
• Share: New assets (battlecards, case studies, one-pagers)
• Feedback: What's working, what's not
• Request: Sales asks for specific assets (e.g., "Need competitor X battlecard")

Quarterly Business Review (QBR):

• Results: Pipeline, win rate, deal size, sales velocity
• Insights: Top win/loss reasons, competitive trends
• Action items: Product gaps, messaging updates, enablement needs

Communication Channels:

• Slack: #sales-enablement (daily questions, quick updates)
• HubSpot: Centralized asset library (decks, one-pagers, videos)
• Notion: Internal wiki (positioning, messaging, competitive intel)

7. Metrics & Analytics

7.1 PMM KPIs (Track Monthly)

Product Adoption:

• % of customers using new feature (within 30 days of launch)
• Target: >40% adoption within 90 days

Sales Velocity:

• Days from SQL to closed won
• Target: Decrease by 20% YoY

Win Rate:

• % of opportunities won (vs. competitors)
• Target: >30% win rate (competitive deals)

Deal Size:

• Average contract value (ACV)
• Target: Increase by 25% YoY

Launch Impact:

• Pipeline $ generated from launch campaigns
• Target: 3:1 ROMI (pipeline $ : marketing spend)

Competitive Win Rate:

• % of deals won against Competitor A, B, C
• Target: >35% win rate vs. top competitor

7.2 HubSpot Reporting

Custom Reports:

1. Product Launch Impact

Metrics: Leads, MQLs, SQLs, Pipeline $, Closed Won $
Dimensions: Campaign, Channel, Region
Filters: Campaign = "Q2-2025-Product-X-Launch"
Time period: 90 days post-launch

2. Competitive Win Rate

Metrics: Opportunities, Closed Won, Win Rate %
Dimensions: Competitor (property)
Filters: Deal stage = Closed Won or Closed Lost
Segment by: Competitor A, B, C, Other

3. Sales Enablement Usage

Metrics: Asset downloads, views, shares
Dimensions: Asset type (deck, battlecard, case study)
Filters: User = Sales team
Insight: Which assets are most used by sales

7.3 Quarterly Business Review (QBR)

QBR Template (present to executive team):

Slide 1: Executive Summary

Q2 2025 Highlights:
- Launched Product X (pipeline: $2M, 500 MQLs)
- Entered UK market (20 new customers, $400k ARR)
- Improved win rate by 15% (competitive positioning)
- Published 3 case studies (2x sales usage vs. Q1)

Slide 2: Metrics Dashboard

KPI             Q2 Target   Q2 Actual   Status
─────────────────────────────────────────────
MQLs            800         950         ✅ +19%
SQLs            150         140         ⚠️ -7%
Pipeline $      $4M         $3.8M       ⚠️ -5%
Win Rate        30%         35%         ✅ +17%
Deal Size       $45k        $52k        ✅ +16%
Sales Velocity  75 days     68 days     ✅ -9%

Slide 3: Key Insights

What Worked:
1. Product X launch exceeded MQL target by 19%
2. Improved competitive positioning → 35% win rate
3. UK market entry on track ($400k ARR in 3 months)

What Didn't Work:
1. SQL conversion rate dropped from 20% to 15%
2. Google Ads underperformed (paused and optimizing)
3. Competitor A launched aggressive pricing (5 lost deals)

Action Items:
1. Improve SQL qualification criteria (work with sales)
2. Update battlecard for Competitor A (new pricing)
3. Double down on UK market (hire local AE)

Slide 4: Next Quarter Plan

Q3 2025 Priorities:
1. Launch Product Y (pipeline target: $3M)
2. Enter DACH market (Germany, Austria, Switzerland)
3. Refresh messaging and website (new positioning)
4. Scale partnerships (3 new strategic partners)
5. Build customer advocacy program (10 case studies)

Budget: $150k (up from $120k in Q2)
Headcount: +1 PMM, +1 Content Marketer

8. Quick Reference

8.1 PMM Monthly Checklist

Week 1 (Strategy & Planning):

• Review previous month metrics (win rate, deal size, pipeline)
• Analyze win/loss interviews (competitive trends)
• Update competitive battlecards (if needed)
• Plan next month campaigns and content

Week 2 (Content & Enablement):

• Create new sales assets (1-pager, case study, deck update)
• Publish content (blog post, video, webinar)
• Train sales on new positioning or product updates
• Review sales asset usage (what's working?)

Week 3 (Launches & Campaigns):

• Support product launches (if any)
• Monitor campaign performance (MQLs, SQLs, pipeline)
• Optimize underperforming channels
• Customer interviews (feedback on positioning)

Week 4 (Reporting & Iteration):

• Monthly metrics report (for exec team)
• Sales enablement call (updates, Q&A)
• Win/loss analysis (themes, trends)
• Plan next quarter launches and strategy

8.2 Positioning Development Timeline

Week 1: Research

• Customer interviews (10-15)
• Competitive analysis
• Market trends

Week 2: Framework

• April Dunford positioning exercise
• Define unique value
• Identify best-fit customers

Week 3: Messaging

• Craft value proposition
• Build messaging hierarchy
• Create persona-specific messaging

Week 4: Validation

• Test with sales team
• A/B test on landing pages
• Customer feedback

Week 5-6: Rollout

• Update website, sales decks
• Train sales and CS teams
• Launch campaigns with new messaging

8.3 Team Handoff Protocols

PMM → Demand Gen:

• Deliver: Positioning, messaging, competitive intel, launch plans
• Frequency: Monthly sync + ad-hoc for launches
• SLA: 2-week lead time for major campaigns

PMM → Sales:

• Deliver: Battlecards, sales decks, demo scripts, objection handling
• Frequency: Monthly enablement call + weekly Slack updates
• SLA: 48 hours for urgent competitive questions

PMM → Product:

• Deliver: Customer feedback, competitive feature gaps, win/loss insights
• Frequency: Weekly product sync
• SLA: Quarterly roadmap input (feature prioritization)

PMM → Customer Success:

• Deliver: Product positioning, adoption tactics, customer education content
• Frequency: Monthly sync
• SLA: 1 week for new product launch enablement

Resources

references/

• positioning-frameworks.md - Detailed guide on April Dunford, Geoffrey Moore positioning methods
• launch-checklists.md - Tier 1/2/3 launch checklists and templates
• international-gtm.md - Market-by-market expansion playbooks (US, UK, DACH, France, Canada)
• messaging-templates.md - Ready-to-use messaging frameworks for different personas

scripts/

• competitor_tracker.py - Track competitor website/pricing changes
• win_loss_analyzer.py - Analyze win/loss interview data for trends

assets/

• sales-deck-template.pptx - Editable master sales deck
• battlecard-template.docx - Competitive battlecard template
• one-pager-template.pptx - Product one-pager design template
• roi-calculator.xlsx - ROI calculator spreadsheet

Last Updated: October 2025 | Version: 1.0

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