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.

Required Inputs

Ask the user for these if not provided:

• 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, evidence-backed where possible — if the user hasn't provided data, flag with [ADD PROOF POINT])
• 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; ask the user for more features if they've only given 1–2
• 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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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"