go-to-market

Go-To-Market Skill

This skill produces a complete go-to-market asset pack for a product, feature, or initiative. It follows Geoffrey Moore's positioning framework and structures all outputs for use in sales decks, landing pages, launch emails, and internal alignment docs.

Working from a brief

You will often get a short brief without every detail. Always deliver the full GTM pack anyway — do not stop to ask questions and do not leave bracketed placeholders like [ADD PROOF POINT] or [Technical capability]. Where a detail is missing (differentiators, proof points, features), infer specific, realistic ones from the product description and the target customer, and mark anything inferred as (assumed — confirm). A concrete, labelled assumption is always better than a blank.

Inputs (infer any not provided — label assumptions)

• Product/feature name
• One-line description (what it does, technically)
• Target customer (role, company size, industry if relevant)
• Primary problem it solves
• Key competitor or alternative (what people do today without this)
• Top 3 differentiators

Output Structure

Always produce all four sections below in order.

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1. Positioning Statement

Use the Geoffrey Moore format exactly:

> For [target customer] who [has this problem or need], [Product Name] is a [product category] that [key benefit/outcome]. Unlike [primary alternative or competitor], our product [key differentiator].

Write one primary positioning statement, then offer a shorter tagline version (10 words or fewer) suitable for a hero headline.

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2. Messaging Pillars

Generate 3–5 messaging pillars. Each pillar must include:

• Pillar name (2–4 words, bold)
• One-sentence summary of what this pillar claims
• 2–3 proof points (specific and evidence-backed; if no data was provided, infer a realistic proof point and mark it (assumed) — never leave a bare placeholder)
• Example use in copy (one sentence as it would appear in a landing page or deck)

Pillars should be distinct — avoid overlap. Each pillar should be defensible against the primary competitor.

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3. Feature & Functionality List

Produce a two-column table:

| Feature / Functionality | Buyer Benefit (what it means for the user) |

|---|---|

| [Technical capability] | [Outcome in plain language — start with a verb: "Reduces...", "Enables...", "Eliminates..."] |

Rules:

• Never list a feature without a corresponding benefit
• Benefits should reference the target customer's workflow or pain point
• Aim for 6–12 rows; if only 1–2 features were given, infer the rest plausibly from the product description
• Avoid jargon in the benefit column — write as if explaining to a buyer, not an engineer

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4. Use Cases

Generate 3–5 role-specific use cases. Each use case must follow this format:

Use Case [N]: [Role] — [Scenario Title]

• Who: [Job title / role]
• Situation: [The specific moment or trigger that leads them to use the product]
• Before: [What they had to do without this product — be specific about time, friction, or risk]
• With [Product Name]: [What they do now — concrete action, not vague benefit]
• Outcome: [Measurable or tangible result]

Use cases should cover different buyer personas if possible (e.g. end user, manager, admin).

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Scoring Rubric (0–40)

Score any output of this skill before handing it over; 32+ is ship-quality.

| Dimension | 0 | 5 | 10 |

|---|---|---|---|

| Positioning precision | Generic value statement, no target or alternative | Moore format followed but the "unlike" clause is soft | Moore format with a sharp target segment and an "unlike" that names the real alternative buyers weigh |

| Message-proof integrity | Pillars are unsupported claims | Proof points exist but some are restated claims | Every pillar carries ≥2 genuine proof points (or honestly flagged placeholders), and the hierarchy leads with one claim |

| Feature-to-benefit conversion | Feature list with no benefits | Benefits present but passive or feature-shaped | Every feature paired with an action-verb benefit a buyer would repeat to their boss |

| Launch usability | A positioning essay, not a pack | Pack complete but pieces inconsistent with each other | Tagline, pillars, use cases and benefit list all tell the same story and are lift-ready for a launch page |

Quality Checks

Before delivering output, verify:

• [ ] Positioning statement follows Moore format exactly
• [ ] Tagline is 10 words or fewer
• [ ] Each pillar has at least 2 proof points (or flagged placeholders)
• [ ] Every feature has a benefit — no orphaned features
• [ ] Benefits start with action verbs
• [ ] Use cases include a Before/After structure
• [ ] Language is consistent with the target customer's vocabulary (not internal engineering terms)

Anti-Patterns

• [ ] Do not write feature descriptions instead of benefits — the GTM pack must translate features into customer value
• [ ] Do not use the same messaging across all buyer personas — each role has different priorities and language
• [ ] Do not create a positioning statement that could apply to any competitor — differentiation must be specific and defensible
• [ ] Do not skip the "not for" section — defining who this is not for sharpens positioning and prevents misdirected sales effort
• [ ] Do not list use cases without tying them to specific job titles or buyer roles

Example Trigger Phrases

• "Create a positioning statement for [product]"
• "Write a GTM plan for [feature]"
• "Give me key pillars for [product name]"
• "Build a feature and use case list for [product]"
• "We're launching [X] — help me with the messaging"