![The Claude Skill Stack for product marketing [Bonus article]](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2026/05/The-Claude-Skill-Stack-for-Product-Marketing.png)
Previously, I walked through how Skills work, why PMM is one of the strongest use cases for them, and how to build your own.
At the end, I said I’d release the full stack so you could install it and start building on it immediately.
As promised, here it is.
The Product Marketing Skills Pack – six Skills covering the core PMM workflows: context setup, messaging and positioning, competitive intelligence, customer research, go-to-market planning, and pricing and packaging.
Open source. Free. Ready to install.
This edition walks through each Skill, what it actually produces, and a real use case for how you’d run it.
How to install
If you’re already set up in Cowork (Part 2 covered this), installation takes about two minutes.
- Go to the GitHub repo
- Click Code
- Download ZIP
- Unzip it and drop the folder into the same skills folder where your other Skills live (if you set up Skills in Part 3, you already know where this is.)
Claude detects the Skills automatically. No configuration needed. You’ll see all six available in your next session.
If you’re using Claude.ai Projects instead of Cowork, upload the CLAUDE.md file and the .skill files from the repo into your project. Same Skills, different surface.
How the stack fits together
All six Skills install together. You download one folder and they’re all available immediately.
The order you run them in matters though. Each Skill checks for existing context before it starts – so if you’ve already run the Messaging Skill, the Competitive Intelligence Skill pulls from that work automatically instead of asking you to re-explain your positioning.
The Product Marketing Context Skill sits at the foundation. It creates a shared context file – your product, your market, your ICP, your competitive landscape – that every other Skill reads from.
The recommended sequence:
- Product Marketing Context (the foundation)
- Messaging & Positioning (your strategic narrative)
- Customer Research (who you’re building for)
- Competitive Intelligence (who you’re up against)
- Pricing & Packaging (how you capture value)
- Go-to-Market (how you bring it all to market)
You don’t have to follow this order. But each Skill checks for existing context before asking you to repeat information, so running them in sequence means less setup and better output.
The 6 Skills:
1. Product Marketing Context
What it does: Creates and maintains the shared context file that every other Skill references. Your product, your market, your ICP, your competitive alternatives, your current GTM motion.
What it produces: A structured markdown file that lives in your working directory and updates as your product and market evolve. Claude reads it at the start of every session – you stop re-explaining the basics and start getting output that reflects your reality from the first prompt.
Use case: You’re onboarding to a new PMM role.
You’ve just joined a Series B data platform company as the first dedicated PMM. You’ve got a pitch deck from the founders, a competitor spreadsheet from sales, and three months of Gong calls sitting in a shared drive.
Drop the pitch deck and competitor list into your/inputs folder. Run the Product Marketing Context Skill. Claude interviews you about the gaps:
- What’s your primary ICP?
- What are the top three competitive alternatives?
- What does your current sales motion look like?
… and produces a structured context file covering product overview, market landscape, customer segments, and competitive positioning.
Every Skill you run after this already knows who you are, what you sell, and who you’re selling against.
2. Messaging & Positioning
What it does: Develops positioning frameworks, value propositions, message houses, and persona-specific messaging. Built on proven methodologies – including the approach from April Dunford’s Obviously Awesome.
What it produces: Positioning statements, messaging hierarchies, value prop matrices, persona-specific talk tracks. Saved as structured documents you can actually hand to your team.
Use case: You’re repositioning ahead of a product launch.
Your company has been selling a “workflow automation platform” for two years. Engineering just shipped an AI layer that changes the value prop entirely. Leadership wants updated positioning before the launch in six weeks.
Run the Messaging & Positioning Skill. It pulls from your Product Marketing Context (already set up), walks you through competitive alternatives, identifies your real differentiators against those alternatives, and builds a positioning framework: market category, target customer, key value props ranked by persona, and the messaging hierarchy that flows from each.
You get a document you can pressure-test with sales and product – structured enough to be useful in a review, flexible enough to iterate on.
3. Customer Research
What it does: Builds ideal customer profiles, buyer personas, jobs-to-be-done frameworks, voice-of-customer analysis, and win/loss insights.
What it produces: ICP documents, persona profiles, JTBD maps, VoC synthesis reports, win/loss analysis summaries.
Use case: You need to build personas from scratch for a new market segment.
Your company is expanding from mid-market into enterprise. Sales has been running enterprise deals for two quarters but there’s no formal ICP or persona work for the segment yet. You’ve got 12 enterprise call recordings, a handful of closed-won case studies, and a spreadsheet of lost deals with reasons.
Drop the transcripts and deal data into /inputs. Run the Customer Research Skill. It extracts buying committee roles, maps decision-making patterns across the transcripts, identifies the recurring objections and value drivers, and produces a structured enterprise persona set – complete with jobs-to-be-done, information sources, and buying triggers.
The output gives you something to validate with sales – grounded in real deal data, not built from assumptions.
4. Competitive Intelligence
What it does: Produces competitor analyses, battle cards, comparison page inputs, and competitive positioning guidance.
What it produces: Structured battle cards with strengths, weaknesses, talk tracks, objection handling, and landmines. Comparison page copy. Competitive positioning briefs.
Use case: Sales keeps losing deals to the same competitor and nobody can explain why.
Your biggest competitor just launched a new pricing tier that undercuts you on the mid-market segment. Three deals lost in the last month all cite pricing as the trigger, but your sales team suspects the issue runs deeper than price.
Run the Competitive Intelligence Skill with your competitor’s URL and the details from those lost deals. Claude browses their site, maps their current messaging and positioning, cross-references against your own (pulled from your Product Marketing Context), and builds a battle card.
The output is structured around what your reps actually need in a live deal: where this competitor is genuinely strong and how to acknowledge it, where they’re weak and how to expose it without being heavy-handed, three talking points that shift the conversation back to your strengths, and the landmines to avoid. Saved as a .docx your sales team can open tomorrow.
5. Pricing & Packaging
What it does: Recommends pricing models, packaging tiers, value metrics, and pricing page guidance.
What it produces: Pricing strategy documents, tier structures with feature allocation, value metric analysis, pricing communication plans.
Use case: You’re adding an AI tier and need to figure out the packaging.
Your product has two tiers today – Pro and Enterprise. Engineering is shipping AI features next quarter and leadership wants a pricing recommendation: do you bundle AI into existing tiers, create a new tier, or charge usage-based on top?
Run the Pricing & Packaging Skill. It pulls from your Product Marketing Context (ICP, competitive landscape, current GTM motion) and walks through the decision framework:
- What’s the value metric for the AI features?
- How do your competitors price similar capabilities?
- What does your current customer segmentation suggest about willingness to pay?
- What are the risks of each packaging approach?
The output is a pricing recommendation document with the logic behind each decision – tier structure, feature allocation per tier, recommended value metric, and a migration plan for existing customers. Structured enough to take into a pricing committee meeting.
6. Go-to-Market
What it does: Plans launches, campaigns, timelines, sales enablement, and cross-functional GTM coordination.
What it produces: Launch playbooks, campaign briefs, GTM timelines, enablement plans, channel strategy documents.
Use case: You’re running a product launch in eight weeks and need the full plan.
This is where the whole stack comes together.
The AI features are shipping. You’ve got positioning from the Messaging Skill, competitive context from the CI Skill, and a pricing recommendation from the Pricing Skill. Now you need to turn all of that into a launch plan that coordinates product, sales, marketing, and CS.
Run the Go-to-Market Skill. It reads everything the other Skills have produced – your positioning framework, your competitive battle card, your pricing tiers, your customer research.
From that foundation, it builds a launch playbook: phased timeline with owners and dependencies, channel strategy, enablement materials list, internal communication plan, success metrics, and risk register.
The GTM Skill didn’t need you to re-explain your positioning, your ICP, your competitors, or your pricing. It pulled from the work that already existed. One prompt. Full launch plan. Grounded in YOUR context.
That compound effect is the whole point of building a stack rather than six standalone tools.
A few things worth knowing
Start with Context
Running the other five Skills without the Product Marketing Context set up first is like asking a new hire to write your positioning doc on their first day. They’ll produce something. It won’t reflect your reality. Ten minutes setting up context saves hours of editing later.
Customize aggressively
These Skills encode solid PMM methodology – but they don’t know your specific frameworks, your internal terminology, or what “good” looks like at your company. Open the SKILL.md files, read the instructions, and edit them. Add your messaging framework. Add your launch checklist. Add the phrases your brand never uses. The more specific you make them, the better the output gets.
Update after every major session
If Claude produces something great, ask it to update the Skill based on what worked. If something was off, tell it what to fix. Your first run will be decent. Your fifth will be sharp.
The bottom line
Last week I said Skills are how you encode your judgment so the production actually reflects it.
This is that, packaged up.
Six Skills. Open source. Built for the core PMM workflows that repeat every quarter, every launch, every product.
Install them. Customize them for your product and market. And then do the work that actually requires a product marketer – the judgment calls, the stakeholder conversations, the strategic bets. Let the production catch up to you.
The full series: Mastering Claude as a product marketer
Part 1: Mastering Claude for product marketing – What everything actually is. The map.
Part 2: Claude Cowork for product marketing – How to set it up, the PMM workflows that benefit most, and how to go from “chat responses” to “finished deliverables in your folder.”
Part 3: The complete product marketing Claude skills pack – Everything you need to master Claude skills for product marketing
Part 4: The Claude marketplace for product marketing – Skills, plugins, and connectors. How to find them, install them, and build your own PMM toolkit.
Part 5: Claude Code for product marketing – When and why you’d go here. And why the jump from Cowork is smaller than you think.
Part 6: Bringing it all together – Claude for product marketing – How Chat, Cowork, Code, Skills, and Connectors work as one system. The full PMM Claude setup, from first install to daily workflow.
