product-context

Product Context Skill

Foundational product marketing context that all GTM skills reference for positioning, messaging, and voice consistency.

Purpose

Provide the source of truth for product positioning, target audience, messaging framework, and brand voice. Other skills automatically reference this context to ensure consistency across all GTM outputs.

Note: This is a background reference skill that Claude auto-loads when other GTM skills need product context. It is not meant to be invoked directly by users. To create or update your product context document, use the messaging-positioning or brand-voice skills.

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Skills That Reference This Context

The following skills automatically use product-context to ensure consistency:

• copywriting - Uses messaging framework and brand voice
• email-sequences - Applies value propositions and tone
• social-content - Maintains brand voice across channels
• newsletter-writer - References messaging pillars and voice
• seo-content - Uses positioning and key differentiators
• competitive-intelligence - References positioning against competitors
• buyer-profiles - Aligns persona messaging with framework
• discovery-prep - Uses value props for tailored questions
• sales-playbook - References positioning for talk tracks
• outreach-templates - Applies messaging to prospecting
• case-study-builder - Uses value pillars for storytelling
• roi-builder - References value metrics and proof points

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Required Integrations

Setup: Connect these data sources to enable full functionality. Claude will prompt you to connect any missing integrations when you use this skill.

Data Sources

# PRODUCT CONTEXT DATA SOURCES
# Configure the sources for your product foundation

# Enterprise Search (searches across all internal sources)
- source: enterprise_search
  connector: "{{GLEAN | MOVEWORKS | ELASTIC}}"
  data:
    - internal_docs
    - wiki_content
    - shared_drives

# Product Documentation
- source: product_docs
  connector: "{{GOOGLE_DRIVE | SHAREPOINT | NOTION | CONFLUENCE}}"
  paths:
    - "/Product/Documentation/"
    - "/Product/Roadmap/"
    - "/Product Marketing/"

# Marketing Foundation
- source: marketing_docs
  connector: "{{GOOGLE_DRIVE | SHAREPOINT | NOTION}}"
  paths:
    - "/Marketing/Brand Guidelines/"
    - "/Marketing/Messaging/"
    - "/Marketing/Positioning/"

# Customer Research
- source: customer_research
  connector: "{{GOOGLE_DRIVE | SHAREPOINT | NOTION}}"
  paths:
    - "/Research/Persona Research/"
    - "/Research/ICP Documentation/"
    - "/Research/Customer Interviews/"

# Competitive Intelligence
- source: competitive_intel
  connector: "{{KLUE | CRAYON | KOMPYTE}}"
  data:
    - competitor_overview
    - market_landscape

Output Destinations

# Where to deliver product context outputs
outputs:
  # Always available - display in Claude UI
  - type: display
    enabled: true

  # Save as source of truth
  - type: documents
    connector: "{{GOOGLE_DRIVE | SHAREPOINT | NOTION}}"
    destination: "/Product Marketing/Product Context/"

  # Notify on updates
  - type: slack
    connector: "{{SLACK}}"
    channel: "#product-marketing"

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When to Use

• First: Run this skill before any other product marketing skills
• Updates: When product, market, or positioning changes significantly
• New team members: To onboard on product positioning

Product Context Framework

1. Product Overview

Core Product

• What is the product?
• What problem does it solve?
• Who is it for?
• What makes it different?

Product Category

• Market category you compete in
• Adjacent categories
• How you want to be perceived

2. Target Audience

Ideal Customer Profile (ICP)

• Company characteristics (size, industry, tech stack)
• Buying triggers and signals
• Disqualifying criteria

Buyer Personas

• Primary persona: Role, responsibilities, goals, challenges
• Secondary personas: Other stakeholders in the buying process
• Anti-personas: Who is NOT a fit

3. Positioning

Positioning Statement For [target customer] who [has this need], [Product] is a [category] that [key benefit]. Unlike [alternatives], we [key differentiator].

Value Pillars

• Pillar 1: [Benefit] - [Proof point]
• Pillar 2: [Benefit] - [Proof point]
• Pillar 3: [Benefit] - [Proof point]

4. Messaging Framework

Message House

• Roof: Core brand promise / tagline
• Pillars: 3 key messages that support the promise
• Foundation: Proof points, evidence, credentials

Messaging by Audience

• Executive message (strategic)
• Manager message (operational)
• User message (tactical)

5. Competitive Landscape

Primary Competitors

• Direct competitors
• Indirect/alternative solutions
• Status quo (doing nothing)

Differentiation

• Where we win
• Where we're at parity
• Where we need to neutralize

6. Brand Voice

Voice Attributes

• Tone: [Professional/Casual/Technical/Friendly]
• Personality: [Traits that define how we communicate]
• Language: [Words we use / words we avoid]

Writing Guidelines

• Do: [Style guidelines]
• Don't: [What to avoid]

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How to Use This Skill

Invoke with natural language describing what you need:

Initial Setup

• "Create a product context document for our company"
• "Build our product marketing foundation"

Updates

• "Update our product context with the new feature launch"
• "Refresh our positioning based on competitive changes"

Specific Sections

• "Update the competitor section of our product context"
• "Add a new buyer persona to our product context"

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Output Format

# Product Marketing Context: [Product Name]

**Created**: [Date]
**Data Sources Used**: [Product docs, research, competitive intel]
**Last Updated**: [Date]
**Version**: [X.X]

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## 1. Product Overview

### What We Do
[Clear, concise description]

### The Problem We Solve
[Customer pain point]

### Our Solution
[How we solve it]

### Key Differentiators
1. [Differentiator 1]
2. [Differentiator 2]
3. [Differentiator 3]

---

## 2. Target Audience

### Ideal Customer Profile
| Attribute | Criteria |
|-----------|----------|
| Company Size | [Range] |
| Industry | [Verticals] |
| Tech Stack | [Requirements] |
| Buying Triggers | [Signals] |

### Primary Persona: [Title]
- **Role**: [Description]
- **Goals**: [What they want to achieve]
- **Challenges**: [What stands in their way]
- **Success Metrics**: [How they're measured]

### Secondary Persona: [Title]
[Same structure]

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## 3. Positioning Statement

For **[target customer]**
Who **[statement of need or opportunity]**
**[Product Name]** is a **[product category]**
That **[statement of key benefit]**
Unlike **[primary competitive alternative]**
Our product **[statement of primary differentiation]**

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## 4. Messaging Framework

### Core Promise
[One-line brand promise]

### Message Pillars

| Pillar | Message | Proof Points |
|--------|---------|--------------|
| [Theme 1] | [Key message] | [Evidence] |
| [Theme 2] | [Key message] | [Evidence] |
| [Theme 3] | [Key message] | [Evidence] |

### Elevator Pitches
- **10 seconds**: [Shortest version]
- **30 seconds**: [Standard version]
- **60 seconds**: [Detailed version]

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## 5. Competitive Landscape

### Competitive Matrix
| Competitor | Positioning | Our Advantage | Their Advantage |
|------------|-------------|---------------|-----------------|
| [Comp 1] | [How positioned] | [Our edge] | [Their edge] |

### Battlecard Summary
[Quick reference for competitive situations]

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## 6. Brand Voice

### Voice Attributes
- **We are**: [Traits]
- **We are not**: [Anti-traits]

### Language Guide
- **Use**: [Preferred terms]
- **Avoid**: [Terms to skip]

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## Quick Reference

### Tagline
[Company tagline]

### Boilerplate
[Standard company description for press, bios, etc.]

### Key Stats
- [Stat 1]
- [Stat 2]
- [Stat 3]

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Automation Options

When configured with integrations, this skill can:

1. Context validation - Check that product context stays current with product changes
2. Consistency checking - Ensure other skills reference the latest product context
3. Competitive updates - Flag when competitive landscape changes
4. Onboarding automation - Share product context with new team members