Product Positioning, Battlecards and Launch Plans
Builds positioning from competitive alternatives, then turns it into ICPs, sales battlecards, and tiered launch plans your team can run.
Before & after
Same prompt, same agent — the only difference is the skill.
Positioning is critical for standing out in a competitive market. You'll want to understand who your target customer is, what problems you solve better than anyone else, and how you're different. Looking at your competitors will help you see where there are gaps you can own. You might also want to think about your value proposition and what makes you unique. It would be useful to know more about your product, your ideal customer, and what pain points you're solving. Once I understand those details, I can help you think through a positioning strategy.
POSITIONING CANVAS • Target ICP: Title (DevOps Lead), Company Size (50-500 employees), Industry (SaaS) • Problem Statement: Tool switching costs $40K/year in downtime • Our Angle: Single pane for 3 platforms (Compute, Storage, Monitoring) vs separate point tools • Positioning Statement: The all-in-one platform for companies moving away from tool sprawl BATTLECARD MATRIX 1. Competitor Alpha → We win on: unified API, 60% cheaper, native mobile app 2. Competitor Beta → We win on: 2x faster query times, real-time alerts 3. Competitor Gamma → We win on: offline mode, customer data stays on-prem (Continue for 10 total) MESSAGING HIERARCHY → PRIMARY: All-in-one simplicity (ease of ops) → SECONDARY: Cost per seat reduction (CFO playbook) → TERTIARY: 99.99% uptime SLA (CTO validation) GO-TO-MARKET PLAYBOOK Month 1-2: Awareness (case study: Acme Inc saved 250 hours) Month 3-4: Consideration (battlecard to sales, comparison page) Month 5-6: Decision (technical POC template, 3-week trial offer)
About this skill
Your homepage says "the all-in-one platform for modern teams" and so does every competitor's. Sales doesn't use the battlecards because they read like propaganda, and every feature gets launched like it's the company's biggest moment. This skill does product marketing the way strong PMMs do it. It starts from what buyers would actually use instead of you, and it works forward from there to positioning, an ICP sales can qualify against, battlecards reps will trust, and launches sized to how much they matter.
What it does
- Builds positioning from competitive alternatives (including spreadsheets, agencies, and doing nothing), then traces each unique capability to value and proof
- Runs a swap test on positioning and messaging to catch claims any competitor could make
- Defines an ICP with trigger events and disqualifiers, so a rep can rule a lead out in two minutes
- Writes one-page battlecards with the competitor's real strengths, landmine questions, objection talk tracks, and walk-away signals
- Assigns launches to Tier 1, 2, or 3 and sequences them with sales enablement before the announcement, owners and dates on each deliverable, and success metrics set in advance
- Plans the GTM motion and international entry around deal size, sales coverage, and localization that goes beyond translation
What you get
A ready-to-use deliverable, such as a positioning canvas and messaging hierarchy, a one-page battlecard, an ICP with disqualifiers, or a tiered launch plan. Assumptions and unvalidated hypotheses are labeled so you know what to test before you rely on them.
Best for
Product marketers, founders doing their own PMM, and product or growth leads at B2B and prosumer software companies who are preparing a launch, a repositioning, or a sales enablement push.
SKILL.md preview
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name: product-positioning-battlecards-launch
description: Product marketing that builds positioning from the buyer's competitive alternatives, then turns it into a falsifiable ICP, sales battlecards reps trust, messaging hierarchies, tiered launch plans, and GTM or market-entry plans. Use when the user says "help me position our product", "write a battlecard against X", "define our ICP", "plan the launch for this feature", "our messaging sounds like every competitor", "sales keeps losing to X on price", "we need a go-to-market plan", or "nobody understands what we do".
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# Product Positioning, Battlecards and Launch Plans
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