# Product Marketing Context

> >

- **Type:** Skill
- **Install:** `agentstack add skill-stefanoskarakasis-product-marketing-skills-product-marketing-context`
- **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior
- **Seller:** [stefanoskarakasis](https://agentstack.voostack.com/s/stefanoskarakasis)
- **Installs:** 0
- **Category:** [Agent Skills](https://agentstack.voostack.com/c/agent-skills)
- **Latest version:** 0.1.0
- **License:** MIT
- **Upstream author:** [stefanoskarakasis](https://github.com/stefanoskarakasis)
- **Source:** https://github.com/stefanoskarakasis/Product-Marketing-Skills/tree/main/product-marketing-context
- **Website:** https://stefanoskarakasis.substack.com/

## Install

```sh
agentstack add skill-stefanoskarakasis-product-marketing-skills-product-marketing-context
```

Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent.

## About

# Product Marketing Context

The brain every other PMM skill reads before doing anything. Build it once. Every
subsequent skill — positioning, competitive, GTM strategy, stakeholder maps — pulls
from it automatically. Zero re-entry.

Not a form. A 15-minute conversation that makes every future PMM output sharper.

---

## Trigger

- **When:**
  - Building GTM context from scratch (new company, new product, new role)
  - Auditing whether your current brain still matches what you're telling customers
  - Refreshing buyer intelligence after a market shift or repositioning event
  - Any PMM skill is about to run and there's no brain file yet
  - Checking brain health and getting improvement recommendations
- **Not for:** One-time positioning work → `hs-positioning-messaging`. Competitive
  analysis → `hs-competitive-battlecard`. Individual audience research →
  `hs-buyer-personas`. OKR planning → `hs-brainstorm-okrs`. Each of those skills
  reads your brain — this skill builds it.
- **Example prompts:**
  - "Build my brain"
  - "Set up my GTM foundation"
  - "Audit my brain"
  - "Check my brain health"
  - "Update my ICP"
  - "What's my current brain?"
  - "Configure my PMM context"

---

## Inputs

- **Args:** None required. Skill auto-detects whether a brain exists or needs building.
  Optional: `--edit-section [1-6]` to update one section without re-running the full wizard.
- **Defaults:**
  - No brain found → first-run onboarding (see Pre-flight) → fresh wizard
  - Brain exists → offer: [View current] [Edit sections] [Rebuild from scratch]
  - v1.x legacy files found in `.agents/` or `.claude/` → offer migration with
    field-by-field confirmation before writing
- **Context keys:**
  - `/foundation/brain.md` — read if exists
  - `.agents/product-marketing-context.md` — check for legacy v1.x
  - `.agents/icp.md` — check for legacy v1.x
  - `.agents/alternatives-map.md` — check for legacy v1.x
  - `.agents/voice-tone.md` — check for legacy v1.x
  - `.agents/market-context.md` — check for legacy v1.x
  - `.agents/proof-points.md` — check for legacy v1.x

---

## Pre-flight

### First-run detection (Ramp Glass pattern)

Before anything else: check for `/foundation/brain.md`.

**If brain is missing AND this is first contact with the skill**, run the first-run hook.
Do not go straight to wizard questions. Show value before asking for effort:

> "Before we start: what you're about to build is the file every PMM skill in this
> ecosystem reads automatically. ICP, positioning, alternatives, voice, proof points —
> captured once here, never re-entered. Skills like `hs-positioning-messaging`,
> `hs-competitive-battlecard`, and `go-to-market-strategy` will pull from it without
> you typing a word.
>
> It takes 15 minutes. You do it once. Ready to start?"
> [Yes, let's build it] [Not now — remind me later] [I have old files to migrate]

**If brain exists**: skip first-run hook. Load silently, offer [View / Edit / Rebuild].

**If legacy v1.x files found** (in `.agents/` or `.claude/`): offer migration:
> "Found older foundation files from v1.x. Want to migrate them automatically?
> I'll show you each extracted value before writing anything."
> [Yes, migrate] [No, start fresh]

### Standard checks
- `/foundation/` directory — create if missing
- Any section marked 🔴 Placeholder → flag before running dependent skills:
  > "Section [X] is incomplete. Skills that depend on it will produce weaker output."

---

## Steps

### Step 1: Detect Brain State

Check what exists and branch accordingly:

- `/foundation/brain.md` present → offer [View / Edit section / Rebuild]
- Legacy v1.x files in `.agents/` → offer migration
- Neither → first-run hook (Pre-flight) → fresh wizard

If editing: ask which section (1–6) or "all". Jump directly to that section's
questions without re-running the others.

---

### Step 2: Product Context (5 Questions)

**Why this section:** Every skill needs to know what you're selling and to whom.
Without it, positioning output is generic. This anchors everything.

**Q1:** What's your product called?
**Q2:** In 2–3 sentences, what does it do? Focus on the problem it solves, not features.
**Q3:** What stage is it at? (Pre-launch / Launch / Growth / Scale)
**Q4:** Who's your primary target market? Be specific — company size, industry, role.
**Q5:** Complete: "[Product] helps [target market] to _____ so they can _____"

Store as: `product_name`, `product_description`, `product_stage`, `target_market`,
`value_proposition`

**Confirm Section 1:** Show answers. "Look good? (yes / edit / skip for now)"

---

### Step 3: ICP Definition (8 Questions)

**Why this section:** Vague ICP = vague messaging. Every persona, battlecard, and
launch brief traces back to this. Specificity here multiplies across every output.

**Q1:** What company size (employees or ARR) is your ideal customer?
**Q2:** Any specific industries or verticals? Or horizontal across all industries?
**Q3:** Primary geographic market(s)?
**Q4:** Who's the primary buyer? (Title + role description)
**Q5:** Who actually signs the contract? (Economic buyer, if different)
**Q6:** Who becomes your internal champion? What do they care about?
**Q7:** What are the top 3 pain points your ICP has that your product solves?
**Q8:** What event triggers them to start looking for a solution like yours?

Store as: `icp_company_size`, `icp_industry`, `icp_geography`, `icp_primary_persona`,
`icp_economic_buyer`, `icp_champion`, `icp_pain_points[]`, `icp_buying_triggers`

**Confirm Section 2:** Show answers. "Look good? (yes / edit / skip for now)"

---

### Step 4: Alternatives & Positioning (6 Questions)

**Why this section:** April Dunford's framework. You're not positioning against
"competitors" — you're positioning against what buyers are actually comparing you to,
including doing nothing. This is the hardest section to get right and the one that
makes the biggest difference.

**Q1:** What are the top 3 products buyers compare you to? (Not "our competitors" —
what do BUYERS actually consider before choosing?)
**Q2:** What do buyers do TODAY if they don't buy any tool, including yours?
**Q3:** Why do buyers leave those alternatives and consider you instead?
**Q4:** What can you do that NO alternative can do? (Features, approach, delivery model)
**Q5:** What category do you compete in? (If creating a new category, name it)
**Q6:** Are you in an existing market, new market, or resegmenting an existing market?

Store as: `alternatives_primary[]`, `alternatives_status_quo`, `alternatives_why_leaving`,
`unique_capabilities`, `category`, `market_type`

**Confirm Section 3:** Show answers. "Look good? (yes / edit / skip for now)"

---

### Step 5: Voice & Tone (5 Questions)

**Why this section:** Consistency across channels. Every writing skill reads this
before producing copy. Without it, outputs sound like AI. With it, they sound like you.

**Q1:** Pick 3–5 words that describe your brand voice.
**Q2:** Does your tone shift when talking to different personas? Describe the shifts.
**Q3:** Any language preferences? ("We say X, not Y")
**Q4:** Any words or phrases you NEVER use? (Jargon, clichés, competitor language)
**Q5:** Paste a paragraph of copy that perfectly captures your voice.

Store as: `voice_attributes[]`, `tone_shifts`, `language_preferences`,
`forbidden_phrases`, `tone_example`

**Confirm Section 4:** Show answers. "Look good? (yes / edit / skip for now)"

---

### Step 6: Market Context (4 Questions)

**Why this section:** The "why now" that makes launches feel inevitable rather than
arbitrary. Without this, GTM briefs lack urgency and messaging lacks a market narrative.

**Q1:** How mature is your market? (Nascent / Emerging / Growing / Mature)
**Q2:** What macro trends or forces make your solution relevant NOW?
**Q3:** Complete: "Buyers need [your product] NOW because _____"
**Q4:** What's the bigger story about where the market is going? (2–3 sentences)

Store as: `market_maturity`, `macro_forces`, `why_now`, `market_narrative`

**Confirm Section 5:** Show answers. "Look good? (yes / edit / skip for now)"

---

### Step 7: Proof Points Registry (3 Questions)

**Why this section:** Claims without evidence get cut by legal and ignored by buyers.
This is the approved claims registry every battlecard and launch brief pulls from.

**Q1:** What metrics can your team confidently cite? (With sources if possible)
**Q2:** Any customer quotes, testimonials, or case study results you can reference?
**Q3:** Any claims your team is NOT allowed to make? (Unverified, exaggerated, legally risky)

Store as: `approved_metrics[]`, `proof_points_quotes`, `forbidden_claims`

**Confirm Section 6:** Show answers. "Look good? (yes / edit / skip for now)"

---

### Step 8: Generate and Save Brain File

Once all 6 sections are confirmed:
- Populate all 31 variables from wizard answers
- Write to `/foundation/brain.md`
- Delete `/foundation/.brain-draft.md` if it exists
- Confirm to user:

```markdown
✅ Your brain is live at /foundation/brain.md

Every PMM skill in this ecosystem will now read from it automatically.
ICP, positioning, alternatives, voice, proof points — captured once, used everywhere.

Want to see your brain file? (yes / no)
```

---

### Step 9: Post-Setup Routing (Role × Focus)

After brain is confirmed live, ask ONE question:

> "What's your primary focus right now? I'll point you to the right skills."
>
> 1. Launching a product or feature
> 2. Fixing or refreshing our positioning
> 3. Building competitive intelligence
> 4. Understanding our buyers better
> 5. Enabling the sales team
> 6. Planning the quarter (OKRs, priorities)

Then surface 2–3 skills matched to their answer:

**Path 1 — Launch:**
- `go-to-market-strategy` — tier the launch, build the strategy brief
- `hs-pre-mortem` — stress-test before committing resources
- `hs-gaccs-brief` — campaign brief with channels and messaging

**Path 2 — Positioning:**
- `hs-positioning-messaging` — full positioning BUILD or AUDIT
- `hs-alternatives-map` — map what buyers actually compare you to
- `hs-value-prop-statements` — persona-specific value props

**Path 3 — Competitive:**
- `hs-competitive-battlecard` — build or refresh a battlecard
- `hs-ci-stakeholder-briefing` — exec-level competitive newsletter
- `hs-alternatives-map` — named alternatives framework

**Path 4 — Buyers:**
- `hs-buyer-personas` — buying committee map and messaging personas
- `hs-icp` — build or pressure-test your ICP
- `hs-interview-summary` — synthesize customer discovery

**Path 5 — Sales enablement:**
- `hs-value-prop-statements` — persona-specific statements for decks and talk tracks
- `hs-competitive-battlecard` — objection handling and attack angles
- `hs-stakeholder-maps` — map champions, blockers, and internal power

**Path 6 — Quarterly planning:**
- `hs-brainstorm-okrs` — build or pressure-test PMM OKRs
- `workflow-orchestrator` — chain multiple skills into a full program
- `hs-prioritization-frameworks` — score and tier your initiative backlog

For senior operators and VP-level users, also surface:
- `workflow-orchestrator` — for any multi-skill program
- `hs-ci-stakeholder-briefing` — for exec-level competitive updates

---

## Outputs

- **Files written:** `/foundation/brain.md` — 6 sections, all 31 variables populated.
  All PMM skills read this. `/foundation/.brain-draft.md` — partial state written if
  wizard is interrupted, deleted once full brain is written.
- **Chat output format:** Section-by-section confirmation → final brain summary →
  success message → post-setup routing (Step 9). Each section shows answers and asks
  for confirmation before proceeding.
- **External side effects:** If legacy v1.x files in `.agents/`, migration is offered
  with field-by-field confirmation. Old files are not deleted — user keeps them.

---

## Verification

| Check | Standard | Pass = |
|---|---|---|
| All 6 sections populated | No section is blank or Placeholder | Yes |
| Answers are specific | No vague values — ICP has company size, industry, role | Yes |
| Alternatives named | At least 2 named alternatives + status quo defined | Yes |
| Proof points quantified | At least 1 metric with a number and source | Yes |
| Brain file written | `/foundation/brain.md` exists and is parseable | Yes |
| Post-setup routing ran | User received skill recommendations matched to focus | Yes |

---

## Do Not Use For

- **One-time positioning work** → `hs-positioning-messaging` (reads brain + generates output)
- **Competitive analysis** → `hs-competitive-battlecard`
- **Buyer research** → `hs-buyer-personas`
- **OKR planning** → `hs-brainstorm-okrs`
- **Multi-skill programs** → `workflow-orchestrator` (runs skills in sequence using brain)
- **Direct file edits without Q&A** — always edit brain through this skill's wizard.
  Direct edits bypass validation and can introduce inconsistencies.

---

## Operating Rules

- **Show value before asking for setup.** First-run users see the first-run hook (Step
  Pre-flight) before wizard questions. They know what they're building and why before
  they start. This is the Ramp Glass principle: earn the setup, don't demand it.
- **Never run wizard without brain state check.** Always check `/foundation/brain.md`
  first. If it exists, offer View/Edit/Rebuild — never auto-launch the wizard.
- **Validate specificity at every answer.** Reject vague answers inline: "We sell to
  businesses" → push back: "Be more specific — what company size, industry, or role?"
  The brain is only as sharp as the answers that build it.
- **Save partial state on any interrupt.** If user quits mid-wizard, write
  `/foundation/.brain-draft.md` with all completed sections and current question
  number. On next run, detect draft and offer to resume from exactly where they left.
- **Parse legacy files with confirmation, never silently.** Show each extracted field
  before writing. User must confirm. Silent migration introduces errors that corrupt
  the brain without anyone noticing.
- **Post-setup routing is mandatory.** After every completed brain setup or edit,
  run Step 9. A brain without a next action is a brain that doesn't get used.
- **Role-surface the right skills.** VP and senior operators get `workflow-orchestrator`
  and `hs-ci-stakeholder-briefing` surfaced alongside path skills. IC operators get
  individual execution skills. Ask about focus, not title — focus reveals role.
- **Brain writes require section confirmation.** Each section must be confirmed before
  writing. Never write the brain file from unconfirmed answers.
- **Never recommend direct file edits.** If user wants to edit brain manually, redirect
  to `--edit-section [1-6]` wizard flow. Manual edits bypass validation.

---

## Quality Gate

Runs after brain file is written, before Step 9 routing.

| Check | Standard | Pass = |
|---|---|---|
| First-run hook ran (new users) | Value shown before wizard started | Yes |
| All 6 sections confirmed | User confirmed each section before proceeding | Yes |
| No placeholder values written | Brain file has no blank or "TBD" fields | Yes |
| Specificity checks passed | ICP has numbers, alternatives are named products | Yes |
| Brain file written to correct path | `/foundation/brain.md` exists | Yes |
| Post-setup routing completed | Step 9 ran and skills surfaced for user's focus | Yes |

---

## Self-Improvement Loop

### Before every session:
1. Check if `/foundation/brain.md` exists — load it silently.
2. Check `knowledge/brain/rules.md` if it exists — apply confirmed quality patterns.
3. Note current brain section scores if last audit was run — flag degraded sections.

### After every completed brain setup or edit:
1. Note which sections users most commonly skip or ask to revisit.
   Log to `knowledge/brain/hypotheses.md`.
2. Note which answers most commonly fail the specificity check.
   If same field fails 3+ times across sessions → propose a more specific example
   prompt for that question. Log proposed chan

…

## Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

- **Author:** [stefanoskarakasis](https://github.com/stefanoskarakasis)
- **Source:** [stefanoskarakasis/Product-Marketing-Skills](https://github.com/stefanoskarakasis/Product-Marketing-Skills)
- **License:** MIT
- **Homepage:** https://stefanoskarakasis.substack.com/

Install and usage instructions live in the source repository linked above.

## Pricing

- **Free** — Free

## Security capabilities

Automated source analysis of v0.1.0 — what this tool can access:

- **Network access:** no
- **Filesystem access:** no
- **Shell / process execution:** no
- **Environment & secrets:** no
- **Dynamic code execution:** no

*"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.*


## Versions

- **0.1.0** — security scan: passed — Imported from the upstream source.

## Links

- Listing page: https://agentstack.voostack.com/l/skill-stefanoskarakasis-product-marketing-skills-product-marketing-context
- Seller: https://agentstack.voostack.com/s/stefanoskarakasis
- Browse the marketplace: https://agentstack.voostack.com/browse

---
Listed on AgentStack — the marketplace for AI agent skills and MCP servers. Every listing is security-reviewed. Creators keep 70%.