pm-pmm

PM/PMM Skill

Version: 1.0.0 Framework: Jerry PM/PMM Decision Framework Constitutional Compliance: Jerry Constitution v1.0 SSOT Reference: .context/rules/quality-enforcement.md Architecture Reference: PROJ-018 Issue #123

Document Audience (Triple-Lens)

Level	Audience	Sections to Focus On
L0 (ELI5)	New users, stakeholders	Purpose, When to Use, Quick Reference
L1 (Engineer)	Developers invoking agents	Available Agents, Invoking an Agent, Discovery vs Delivery Mode, Framework Catalog
L2 (Architect)	Workflow designers	P-003 Compliance, Cross-Agent Data Flow, Integration Points, Artifact Ownership Matrix

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Purpose

The PM/PMM skill provides a decision-focused product management and product marketing capability for the Jerry Framework. It helps PMs and PMMs make better product decisions by ensuring every decision is grounded in evidence, structured by proven frameworks, and documented as a living artifact.

What It Does

• Product Strategy: Creates PRDs, product vision documents, roadmaps, and use case specifications grounded in JTBD, RICE, Kano, Playing to Win, and Opportunity Solution Tree frameworks
• Customer Insight: Builds JTBD-oriented personas, customer journey maps with Moments of Truth, and VOC research reports synthesized from interview data
• Business Analysis: Produces business cases, TAM/SAM/SOM market sizing, and pricing strategy analysis using Van Westendorp, Lean Canvas, and SaaS financial metrics
• Competitive Intelligence: Delivers competitive analysis with Porter's Five Forces, Blue Ocean value curves, battle cards with talk tracks, and win/loss pattern analysis
• Go-to-Market: Creates GTM plans with Dunford positioning, MRDs, and buying-committee buyer personas

Core Design Principles

1. Cagan's Two Risks: Organized around Value Risk ("Will they buy/use it?") and Business Viability Risk ("Does it work for the business?"). Usability Risk and Feasibility Risk are out of scope.
2. Discovery Before Delivery: Every agent defaults to discovery mode. Validates assumptions cheaply before committing to polished artifacts.
3. 18 Validated Frameworks: Not name-drops -- each framework is operationalized with methodology steps that produce canonical output structures.
4. Evidence, Not Intuition: All claims require evidence citations or explicit hypothesis marking with confidence levels.

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When to Use This Skill

Activate when:

• Building a new product or feature and need to define what to build and why
• Creating or updating product requirements (PRDs) with prioritization frameworks
• Understanding customers through personas, journey maps, or VOC research
• Assessing business viability through business cases, market sizing, or pricing analysis
• Analyzing the competitive landscape or creating battle cards
• Planning go-to-market strategy, positioning, messaging, or launch execution
• Needing structured product/market frameworks rather than ad-hoc analysis

Do NOT use when:

• Writing code, designing architecture, or making technical implementation decisions (use /architecture or /eng-team)
• Running adversarial quality reviews on deliverables (use /adversary)
• Performing root cause analysis on bugs or failures (use /problem-solving)
• Creating UX wireframes or design specifications (out of scope -- Usability Risk)
• Managing work items or tracking project status (use /worktracker)
• Parsing transcripts or meeting notes (use /transcript)
• Deploying, testing, or managing CI/CD (use /eng-team)

Negative Keywords (Prevent False Routing)

These keywords in a request should suppress /pm-pmm routing:

Keyword	Routes To Instead
code review	/problem-solving or /eng-team
architecture, ADR	/architecture
engineering, implementation	/eng-team
deployment, CI/CD	/eng-team
testing, test coverage	/eng-team
infrastructure pricing, cloud pricing	/eng-team (not product pricing)
adversarial, tournament	/adversary
transcript, VTT, SRT	/transcript
penetration test, exploit	/red-team

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Available Agents

Agent	Decision Question	Risk Domain	Model	Status
pm-product-strategist	"What should we build, and why?"	Value + Viability (strategy)	opus	Tier 1 -- Active
pm-customer-insight	"Who are our customers, and what do they need?"	Value Risk	opus	Tier 1 -- Active
pm-market-strategist	"How do we bring this to market?"	Viability Risk (GTM)	opus	Tier 1 -- Active
pm-business-analyst	"Is this worth investing in?"	Viability Risk (financial)	sonnet	Tier 2 -- Active
pm-competitive-analyst	"Who are we up against?"	Viability Risk (market)	sonnet	Tier 2 -- Active

Agent-to-Artifact Ownership

Agent	Primary Artifacts	Count
pm-product-strategist	PRD, Product Vision, Roadmap, Use Cases	4
pm-customer-insight	User Personas, Customer Journey Maps, VOC Research Reports	3
pm-market-strategist	GTM Plan, MRD, Buyer Personas	3
pm-business-analyst	Business Case, Market Sizing (TAM/SAM/SOM)	2
pm-competitive-analyst	Competitive Analysis, Battle Cards, Win/Loss Analysis	3
Total		15

Agent Selection Hints

User Says	Route To	Rationale
"Write a PRD" / "product requirements" / "roadmap" / "prioritize features"	pm-product-strategist	Owns all product requirements and prioritization artifacts
"Create personas" / "journey map" / "customer interviews" / "VOC" / "pain points"	pm-customer-insight	Owns user personas, journey maps, VOC research
"GTM plan" / "positioning" / "messaging" / "buyer persona" / "launch plan"	pm-market-strategist	Owns GTM, MRD, buyer personas
"Business case" / "TAM" / "market sizing" / "pricing model" / "unit economics"	pm-business-analyst	Owns business cases, market sizing, pricing analysis
"Competitive analysis" / "battle card" / "win/loss" / "Porter's" / "SWOT"	pm-competitive-analyst	Owns competitive analysis, battle cards, win/loss reports

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P-003 Compliance

All PM/PMM agents are workers, NOT orchestrators. The MAIN CONTEXT (Claude session) orchestrates all workflows.

P-003 AGENT HIERARCHY:
======================

  +-------------------+
  | MAIN CONTEXT      |  <-- Orchestrator (Claude session)
  | (orchestrator)    |
  +-------------------+
     |        |        |
     v        v        v
  +------+ +------+ +------+
  | pm-  | | pm-  | | pm-  |   <-- Tier 1 Workers
  |prod- | |cust- | |mkt-  |
  |strat | |insght| |strat |
  +------+ +------+ +------+

  +------+ +------+
  | pm-  | | pm-  |   <-- Tier 2 Workers (Active)
  |biz-  | |comp- |
  |anlst | |anlst |
  +------+ +------+

  - Agents CANNOT invoke other agents.
  - Agents CANNOT spawn subagents.
  - Agents do NOT have the Task tool.
  - Only MAIN CONTEXT orchestrates the sequence.
  - All cross-agent data flows through file artifacts.

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Invoking an Agent

Option 1: Natural Language Request

Simply describe what you need:

"Create a PRD for the self-service onboarding feature"
"Build personas for our platform engineering customers"
"Create a GTM plan with positioning for our developer platform"
"Help me prioritize these features using RICE"
"Map the customer journey for enterprise onboarding"
"Write an MRD for the APAC market expansion"

The orchestrator selects the appropriate agent based on keywords and context.

Option 2: Explicit Agent Request

Request a specific agent:

"Use pm-product-strategist to create a product vision using Playing to Win"
"Have pm-customer-insight build a persona for DevOps engineers"
"I need pm-market-strategist to create Dunford positioning for our launch"

Option 3: Multi-Agent Workflow

Request work that spans multiple agents (orchestrated by main context):

"Research our customers, then create a PRD grounded in the persona data"
  -> pm-customer-insight (personas) -> pm-product-strategist (PRD with persona cross-refs)

"Position our product and then create a GTM launch plan"
  -> pm-market-strategist (positioning hypothesis) -> pm-market-strategist (GTM plan)

"Analyze the competitive landscape and build a business case for our platform"
  -> pm-competitive-analyst (competitive analysis) -> pm-business-analyst (business case with competitive context)

"Size the market, analyze competitors, and create pricing recommendations"
  -> pm-business-analyst (TAM/SAM/SOM) -> pm-competitive-analyst (competitive pricing) -> pm-business-analyst (pricing strategy)

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Discovery vs Delivery Mode

Every agent operates in two modes. Discovery is always the default.

Dimension	Discovery Mode	Delivery Mode
Purpose	Explore, hypothesize, validate assumptions	Produce stakeholder-ready artifacts
Output length	1-2 pages	Full framework depth (5-20 pages)
Framework depth	Lightweight application, key dimensions only	Complete framework execution with all sections
Evidence standard	Hypotheses with stated confidence	Data-validated claims with citations
Audience	PM/PMM internal working document	Cross-functional stakeholders, executives
Status	discovery	delivery or final
Default?	Yes -- always start here	Explicit user request required

Mode Selection

IF user explicitly says "delivery" or "full" or "stakeholder-ready":
    mode = delivery
ELIF prior discovery artifact exists for this topic:
    mode = delivery (suggest upgrade, confirm with user per P-020)
ELSE:
    mode = discovery (default)

Why Discovery First?

Discovery before delivery prevents the most expensive PM failure mode: building a polished artifact for a product nobody wants. Discovery validates assumptions cheaply (1-2 pages, hypothesis-driven). Delivery commits resources to documentation (5-20 pages, evidence-validated).

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Framework Catalog

18 primary frameworks mapped to agents. Each framework is operationalized with methodology steps in the agent's <methodology> section.

pm-product-strategist Frameworks (6)

#	Framework	Operationalization
1	Opportunity Solution Trees (Torres)	Tree structure: outcome root, opportunity branches, solution leaves with evidence links and confidence
2	JTBD (Christensen/Ulwick) -- secondary	Decomposes needs into functional/emotional/social jobs; Opportunity Scoring
3	RICE Prioritization (Intercom)	Scores: Reach, Impact, Confidence, Effort; dimension-level breakdown table
4	Kano Model	Feature classification: Must-Have, Performance, Delighter; questionnaire pairs
5	Product Kata (Perri)	Cycle: Direction -> Current State -> Next Target Condition -> First Step
6	Playing to Win (Lafley & Martin)	Strategy cascade: Aspiration, Where to Play, How to Win, Capabilities, Systems

Supporting methods: ICE/MoSCoW/WSJF (alternative prioritization), North Star Metric (vision anchoring), Story Mapping (use case organization)

pm-customer-insight Frameworks (4)

#	Framework	Operationalization
7	JTBD (Christensen/Ulwick) -- primary	Functional/emotional/social jobs with importance/satisfaction scoring
8	Customer Development (Blank)	Four phases: Discovery, Validation, Creation, Building with evidence
9	Moments of Truth (P&G/Google)	Maps ZMOT, FMOT, SMOT, UMOT at each journey stage
10	Service Blueprint (Shostack)	Five-lane blueprint: physical evidence, customer/frontstage/backstage/support

Supporting methods: NPS/CSAT/CES measurement, Opportunity Scoring (Ulwick/ODI)

pm-market-strategist Frameworks (3)

#	Framework	Operationalization
11	Positioning Framework (Dunford)	5-step: competitive alternatives, attributes, value, segment, category
12	PMF Survey (Ellis)	"Very disappointed" test design, 40% threshold, segment analysis
13	Lauchengco PMM Model	4-role mapping: Ambassador, Strategist, Storyteller, Evangelist

Supporting methods: Crossing the Chasm (adoption lifecycle, bowling alley), StoryBrand (messaging narrative)

pm-business-analyst Frameworks (3)

#	Framework	Operationalization
14	Van Westendorp PSM	Four price-point questions, price sensitivity curves
15	Lean Canvas / BMC	9-block canvas: Problem, Solution, Metrics, UVP, Channels, etc.
16	SaaS Financial Metrics	Rule of 40, LTV:CAC, NRR, Magic Number with BVP benchmarks

Supporting methods: Good-Better-Best pricing, Conjoint analysis, NPV/IRR/break-even

pm-competitive-analyst Frameworks (3)

#	Framework	Operationalization
17	Porter's Five Forces	All 5 forces assessed with high/medium/low rating and evidence
18	Blue Ocean / Value Curve	Value curve with eliminate-reduce-raise-create actions
--	Crossing the Chasm (Moore) -- shared	Technology Adoption Lifecycle position, bowling alley targeting

Supporting methods: SWOT Analysis, Gartner MQ / Forrester Wave, Category Design

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Artifact Ownership Matrix

Every artifact has exactly one primary owner. Contributing agents provide inputs but do not produce the artifact.

#	Artifact	Primary Agent	Contributors	Sensitivity Default
1	PRD	pm-product-strategist	pm-customer-insight	internal
2	Product Vision	pm-product-strategist	pm-business-analyst	internal
3	Roadmap	pm-product-strategist	pm-business-analyst, pm-customer-insight	internal
4	Use Cases	pm-product-strategist	pm-customer-insight	internal
5	User Personas	pm-customer-insight	--	confidential
6	Journey Maps	pm-customer-insight	--	confidential
7	VOC Reports	pm-customer-insight	--	confidential
8	Business Case	pm-business-analyst	pm-product-strategist, pm-competitive-analyst	restricted
9	Market Sizing	pm-business-analyst	pm-competitive-analyst	restricted
10	Competitive Analysis	pm-competitive-analyst	pm-market-strategist	restricted
11	Battle Cards	pm-competitive-analyst	pm-market-strategist	restricted
12	Win/Loss Analysis	pm-competitive-analyst	pm-market-strategist	restricted
13	GTM Plan	pm-market-strategist	pm-competitive-analyst, pm-customer-insight	internal
14	MRD	pm-market-strategist	pm-competitive-analyst, pm-product-strategist	internal
15	Buyer Personas	pm-market-strategist	pm-competitive-analyst	internal

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Cross-Agent Data Flow

All agent interactions are mediated by the Jerry main context (orchestrator). No agent invokes another agent directly. Data flows through file artifacts.

From	To	Data	Mechanism
pm-customer-insight	pm-product-strategist	Persona file paths, VOC themes, JTBD statements	File paths in handoff artifacts array
pm-customer-insight	pm-market-strategist	User persona references for buyer-user alignment	cross_refs frontmatter
pm-competitive-analyst	pm-market-strategist	Competitive positioning, battle card references	File paths in handoff
pm-competitive-analyst	pm-business-analyst	Competitive pricing data, market share estimates	Orchestrator passes file paths in handoff
pm-business-analyst	pm-product-strategist	Market sizing, feasibility verdict	cross_refs frontmatter
pm-business-analyst	pm-market-strategist	Pricing model, packaging recommendations	Orchestrator passes file paths in handoff
pm-product-strategist	pm-market-strategist	Product strategy, feature differentiation	cross_refs frontmatter
pm-product-strategist	pm-business-analyst	Product scope, investment estimation inputs	Orchestrator passes file paths in handoff

Conflict Resolution

When agents produce conflicting recommendations:

1. Orchestrator surfaces both outputs with explicit conflict statement
2. Presents the evidence from each agent
3. Asks the user to decide (P-020: User Decides)
4. Does NOT silently pick a winner

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Integration Points with Other Skills

#	Skill	Integration	Details
1	/worktracker	Bidirectional	Artifact IDs (PM-PS-001) link to worktracker entities (FEAT-042) via cross_refs. Roadmap items map to Epics/Features/Stories.
2	/adversary	Unidirectional	PM/PMM artifacts at C2+ submitted for quality review using 6-dimension weighted composite. Minimum 3-iteration creator-critic-revision cycle per H-14.
3	/problem-solving	Unidirectional	ps-researcher feeds pm-product-strategist and pm-competitive-analyst with external research. ps-analyst supports pm-business-analyst with root cause analysis.
4	/architecture	Bidirectional	ADR decisions inform PRD technical constraints. Product requirements referenced in ADR context.
5	/nasa-se	Unidirectional	PRD requirements flow to SE verification. Requirements IDs appear in V&V traceability matrix.
6	/use-case	Unidirectional	pm-product-strategist use cases feed to /use-case for slicing and implementation planning.

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Quick Reference

Common Workflows

Need	Agent	Example Prompt
Write a PRD	pm-product-strategist	"Create a PRD for the self-service onboarding feature using RICE prioritization"
Create product vision	pm-product-strategist	"Build a product vision using Playing to Win for our developer platform"
Build personas	pm-customer-insight	"Create JTBD-oriented personas for our platform engineering customers"
Map customer journey	pm-customer-insight	"Map the enterprise onboarding journey with Moments of Truth"
Synthesize VOC	pm-customer-insight	"Analyze these 12 interview transcripts and extract VOC themes"
Position product	pm-market-strategist	"Create Dunford positioning for our developer platform launch"
Plan GTM	pm-market-strategist	"Design a go-to-market plan for APAC expansion"
Create buyer personas	pm-market-strategist	"Build buyer personas for the enterprise buying committee"
Prioritize backlog	pm-product-strategist	"Prioritize these 8 features using RICE scoring"
Assess PMF	pm-market-strategist	"Design a PMF survey using the Ellis 40% test"
Build business case	pm-business-analyst	"Create a business case for the self-service platform with NPV analysis"
Size market	pm-business-analyst	"Calculate TAM/SAM/SOM for the developer platform market"
Analyze pricing	pm-business-analyst	"Run Van Westendorp pricing analysis for our enterprise tier"
Analyze competitors	pm-competitive-analyst	"Analyze the competitive landscape using Porter's Five Forces"
Create battle cards	pm-competitive-analyst	"Build battle cards for our top 3 competitors with talk tracks"
Analyze win/loss	pm-competitive-analyst	"Analyze Q1 win/loss patterns from our sales data"

Routing Keyword Quick-Map

Keywords	Agent
PRD, product requirements, roadmap, prioritize, RICE, Kano, product vision, product strategy, "what to build", opportunity, north star, feature prioritization	pm-product-strategist
persona, customer interview, journey map, VOC, voice of customer, churn, NPS, CSAT, CES, customer discovery, pain points, user needs	pm-customer-insight
GTM, go-to-market, positioning, messaging, MRD, launch plan, sales enablement, buyer persona, product marketing, PLG, category	pm-market-strategist
business case, financial model, market sizing, TAM, SAM, SOM, pricing, unit economics, LTV, CAC, NRR, NPV, break-even, feasibility, revenue model, Van Westendorp, Lean Canvas, Rule of 40, Magic Number, payback period	pm-business-analyst
competitive analysis, battle card, win/loss, competitor, Porter's, SWOT, competitive landscape, differentiation, market intelligence, competitive threat, Blue Ocean, value curve, Crossing the Chasm	pm-competitive-analyst

Persona routing disambiguation: Standalone "persona" routes to pm-customer-insight (user personas). "buyer persona" routes to pm-market-strategist (buying committee personas). This distinction aligns with the user persona vs. buyer persona ownership boundary.

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Trigger Map Entry

For registration in mandatory-skill-usage.md:

Detected Keywords	Negative Keywords	Priority	Compound Triggers	Skill
product strategy, PRD, product requirements, roadmap, prioritize, RICE, customer insight, persona, journey map, VOC, voice of customer, business case, market sizing, TAM, pricing, unit economics, competitive analysis, battle card, win/loss, GTM, go-to-market, positioning, messaging, MRD, launch plan, product marketing, buyer persona, JTBD, north star, Kano, product vision	code review, architecture, engineering, implementation, deployment, testing, CI/CD, infrastructure pricing, cloud pricing, adversarial, transcript, penetration test, exploit, strategy (standalone)	9	"product strategy" OR "product requirements" OR "market sizing" OR "go-to-market" OR "competitive analysis" OR "business case" OR "buyer persona" (phrase match)	/pm-pmm

Priority 9 rationale: Below /ast (8) and /adversary (7), ensuring /pm-pmm does not capture general analysis or AST requests. PM/PMM domain terms provide sufficient specificity via compound triggers. Standalone "strategy" replaced with compound "product strategy" to avoid collision with /problem-solving.

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Dependencies / Prerequisites

Templates (Phase 4)

15 artifact templates in skills/pm-pmm/templates/ will be created during Phase 4 (naming: {NN}-{artifact-slug}.template.md). Templates cover all 15 artifact types from the Artifact Ownership Matrix. Each template includes both discovery and delivery mode sections.

SSOT Files

• .context/rules/quality-enforcement.md -- Quality gate thresholds, criticality levels, adversarial strategies
• .context/rules/agent-development-standards.md -- H-34 dual-file architecture, tool tiers
• docs/schemas/agent-governance-v1.schema.json -- Governance YAML validation schema

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Constitutional Compliance

All agents adhere to the Jerry Constitution v1.0:

Principle	Requirement
P-001: Truth and Accuracy	Framework application produces canonical structures. Claims based on evidence.
P-002: File Persistence	All outputs persisted to project-relative paths per ADR-output-path-resolution-001.
P-003: No Recursive Subagents	All agents are workers. No agent has the Task tool. Main context orchestrates.
P-011: Evidence-Based	All claims tied to data, citations, or stated as hypotheses with confidence levels.
P-020: User Authority	Conflicting recommendations surface both sides. User decides. Never override.
P-022: No Deception	Discovery artifacts labeled as hypotheses. Confidence levels reported honestly.

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References

Source	Content
GitHub Issue #123	Full PM/PMM skill specification
eng/phase-1-research/architecture.md	5-agent architecture, artifact ownership, data flows
eng/phase-1-research/frontmatter-schema.md	Frontmatter fields, governance YAML structures
.context/rules/quality-enforcement.md	Quality gate SSOT
.context/rules/agent-development-standards.md	H-34 dual-file architecture
docs/schemas/agent-governance-v1.schema.json	Governance YAML schema
docs/governance/JERRY_CONSTITUTION.md	Constitutional principles

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Context Budget Note

This SKILL.md exceeds the typical ~500-token Tier 1 budget due to the skill's scope (5 agents, 18 frameworks, 15 artifacts). The triple-lens navigation table enables selective section loading. Framework catalog and cross-agent data flow sections are reference material that agents load selectively via Tier 2/3.

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Skill Version: 1.0.0 Constitutional Compliance: Jerry Constitution v1.0 SSOT: .context/rules/quality-enforcement.md Architecture: PROJ-018 PM/PMM Skill, Issue #123 Created: 2026-03-01