Using Ring PMM-Team: Product Marketing Workflow
The ring-pmm-team plugin provides 7 product marketing skills and 6 specialist agents. Use them via Skill tool: "skill-name" or via slash commands.
Remember: Follow the ORCHESTRATOR principle from using-ring. Dispatch PMM specialists to handle marketing strategy; don't attempt marketing analysis without structured process.
PMM Philosophy
Marketing strategy requires systematic research and validation. Every time.
PMM workflow ensures:
- Market is understood (size, segments, trends)
- Competition is mapped (strengths, weaknesses, positioning)
- Positioning is differentiated (why you, why now)
- Messaging resonates (proof points, value props)
- GTM is executable (channels, tactics, timeline)
- Launch is coordinated (checklist, stakeholders, materials)
- Pricing is validated (models, willingness to pay)
Domain Distinction
| Plugin |
Focus |
Outputs |
| pm-team |
Technical pre-dev planning |
PRDs, TRDs, API specs, task breakdown |
| pmm-team |
Market strategy |
Positioning, messaging, GTM plans, launch coordination |
Use pm-team for WHAT to build. Use pmm-team for HOW to market.
Skills Overview
| Skill |
Purpose |
Output |
market-analysis |
Market sizing, segmentation, trends |
market-analysis.md |
positioning-development |
Differentiation, positioning statement |
positioning.md |
messaging-creation |
Value props, proof points, messaging |
messaging-framework.md |
gtm-planning |
Channels, tactics, timeline |
gtm-plan.md |
launch-execution |
Launch checklist, coordination |
launch-plan.md |
pricing-strategy |
Pricing models, analysis |
pricing-strategy.md |
competitive-intelligence |
Competitive landscape, battlecards |
competitive-intel.md |
Agents Overview
| Agent |
Expertise |
Use For |
market-researcher |
Market intelligence, sizing, trends |
TAM/SAM/SOM, market segmentation |
positioning-strategist |
Differentiation, category design |
Positioning statements, competitive framing |
messaging-specialist |
Copywriting, value propositions |
Messaging frameworks, proof points |
gtm-planner |
Channel strategy, launch planning |
GTM plans, campaign strategy |
launch-coordinator |
Launch execution, stakeholder mgmt |
Launch checklists, coordination |
pricing-analyst |
Pricing models, competitive pricing |
Pricing strategy, packaging |
Recommended Workflow
Full GTM Planning (New Product/Major Launch)
1. Market Analysis → market-analysis
2. Competitive Intel → competitive-intelligence
3. Positioning → positioning-development
4. Messaging → messaging-creation
5. Pricing → pricing-strategy
6. GTM Plan → gtm-planning
7. Launch Coordination → launch-execution
Planning time: 4-8 hours depending on market complexity
Quick Positioning (Feature Launch/Minor Update)
1. Competitive Intel → competitive-intelligence
2. Positioning → positioning-development
3. Messaging → messaging-creation
Planning time: 1-2 hours
Competitive Response (Urgent)
1. Competitive Intel → competitive-intelligence
2. Positioning Update → positioning-development
Planning time: 30-60 minutes
Using PMM Skills
Via Slash Commands
/market-analysis fintech-b2b # Full market analysis
/gtm-plan new-feature # GTM planning
/competitive-intel competitor-x # Competitive analysis
Via Skills (Manual)
Skill tool: "market-analysis"
(Review output)
Skill tool: "positioning-development"
(Review output)
Output Structure
docs/pmm/{product-or-feature}/
├── market-analysis.md # Market sizing, segments
├── competitive-intel.md # Competitor landscape
├── positioning.md # Differentiation, positioning
├── messaging-framework.md # Value props, proof points
├── pricing-strategy.md # Pricing models, recommendations
├── gtm-plan.md # Channels, tactics, timeline
└── launch-plan.md # Checklist, coordination
Integration with Other Plugins
| Plugin |
Integration Point |
| pm-team |
PRD → PMM validates market opportunity |
| dev-team |
Feature specs → PMM creates messaging |
| tw-team |
PMM messaging → TW creates docs |
| finops-team |
PMM pricing → FinOps validates margins |
Combined with:
pre-dev-prd-creation – Business requirements inform market analysisfunctional-writer – Turn positioning into documentationbrainstorm – Explore positioning options
Blocker Criteria
STOP and escalate when:
| Blocker Type |
Example |
Action |
| Missing Market Data |
No TAM estimates available |
STOP. Request data or define assumptions. |
| Conflicting Positioning |
Stakeholders disagree on differentiation |
STOP. Facilitate alignment discussion. |
| Undefined ICP |
"Everyone is our customer" |
STOP. Require specific segment definition. |
| No Competitive Data |
Can't identify competitors |
STOP. Market may not exist or be misunderstood. |
| Pricing Uncertainty |
No willingness-to-pay data |
STOP. Recommend validation approach. |
Anti-Rationalization
See shared-patterns/anti-rationalization.md for universal anti-rationalizations.
PMM-Specific:
| Rationalization |
Why It's WRONG |
Required Action |
| "Market is obvious" |
Assumptions cause positioning failures |
Quantify with data |
| "We know our competitors" |
Knowledge gaps cause blind spots |
Complete systematic analysis |
| "Messaging can evolve" |
Evolution needs baseline |
Create complete framework first |
ORCHESTRATOR Principle
- You're the orchestrator – Dispatch PMM skills, don't market manually
- Don't skip research – Research prevents positioning failures
- Don't assume market fit – Validate systematically
- Use agents for specialist work – Dispatch specialists for complex analysis
Good (ORCHESTRATOR):
"I need GTM strategy for the new payment feature. Let me run /market-analysis, then dispatch positioning-strategist to define differentiation."
Bad (OPERATOR):
"I'll write the positioning based on what I think the market wants."
1---2name: using-pmm-team-23description: 7 product marketing skills + 6 specialist agents for go-to-market strategy, positioning, messaging, competitive intelligence, and launch coordination.4---56# Using Ring PMM-Team: Product Marketing Workflow78The ring-pmm-team plugin provides 7 product marketing skills and 6 specialist agents. Use them via `Skill tool: "skill-name"` or via slash commands.910**Remember:** Follow the **ORCHESTRATOR principle** from `using-ring`. Dispatch PMM specialists to handle marketing strategy; don't attempt marketing analysis without structured process.1112## PMM Philosophy1314**Marketing strategy requires systematic research and validation. Every time.**1516PMM workflow ensures:17- Market is understood (size, segments, trends)18- Competition is mapped (strengths, weaknesses, positioning)19- Positioning is differentiated (why you, why now)20- Messaging resonates (proof points, value props)21- GTM is executable (channels, tactics, timeline)22- Launch is coordinated (checklist, stakeholders, materials)23- Pricing is validated (models, willingness to pay)2425## Domain Distinction2627| Plugin | Focus | Outputs |28|--------|-------|---------|29| **pm-team** | Technical pre-dev planning | PRDs, TRDs, API specs, task breakdown |30| **pmm-team** | Market strategy | Positioning, messaging, GTM plans, launch coordination |3132**Use pm-team for WHAT to build. Use pmm-team for HOW to market.**3334## Skills Overview3536| Skill | Purpose | Output |37|-------|---------|--------|38| `market-analysis` | Market sizing, segmentation, trends | market-analysis.md |39| `positioning-development` | Differentiation, positioning statement | positioning.md |40| `messaging-creation` | Value props, proof points, messaging | messaging-framework.md |41| `gtm-planning` | Channels, tactics, timeline | gtm-plan.md |42| `launch-execution` | Launch checklist, coordination | launch-plan.md |43| `pricing-strategy` | Pricing models, analysis | pricing-strategy.md |44| `competitive-intelligence` | Competitive landscape, battlecards | competitive-intel.md |4546## Agents Overview4748| Agent | Expertise | Use For |49|-------|-----------|---------|50| `market-researcher` | Market intelligence, sizing, trends | TAM/SAM/SOM, market segmentation |51| `positioning-strategist` | Differentiation, category design | Positioning statements, competitive framing |52| `messaging-specialist` | Copywriting, value propositions | Messaging frameworks, proof points |53| `gtm-planner` | Channel strategy, launch planning | GTM plans, campaign strategy |54| `launch-coordinator` | Launch execution, stakeholder mgmt | Launch checklists, coordination |55| `pricing-analyst` | Pricing models, competitive pricing | Pricing strategy, packaging |5657## Recommended Workflow5859### Full GTM Planning (New Product/Major Launch)6061```621. Market Analysis → market-analysis632. Competitive Intel → competitive-intelligence643. Positioning → positioning-development654. Messaging → messaging-creation665. Pricing → pricing-strategy676. GTM Plan → gtm-planning687. Launch Coordination → launch-execution69```7071**Planning time:** 4-8 hours depending on market complexity7273### Quick Positioning (Feature Launch/Minor Update)7475```761. Competitive Intel → competitive-intelligence772. Positioning → positioning-development783. Messaging → messaging-creation79```8081**Planning time:** 1-2 hours8283### Competitive Response (Urgent)8485```861. Competitive Intel → competitive-intelligence872. Positioning Update → positioning-development88```8990**Planning time:** 30-60 minutes9192## Using PMM Skills9394### Via Slash Commands9596```97/market-analysis fintech-b2b # Full market analysis98/gtm-plan new-feature # GTM planning99/competitive-intel competitor-x # Competitive analysis100```101102### Via Skills (Manual)103104```105Skill tool: "market-analysis"106(Review output)107Skill tool: "positioning-development"108(Review output)109```110111## Output Structure112113```114docs/pmm/{product-or-feature}/115├── market-analysis.md # Market sizing, segments116├── competitive-intel.md # Competitor landscape117├── positioning.md # Differentiation, positioning118├── messaging-framework.md # Value props, proof points119├── pricing-strategy.md # Pricing models, recommendations120├── gtm-plan.md # Channels, tactics, timeline121└── launch-plan.md # Checklist, coordination122```123124## Integration with Other Plugins125126| Plugin | Integration Point |127|--------|------------------|128| pm-team | PRD → PMM validates market opportunity |129| dev-team | Feature specs → PMM creates messaging |130| tw-team | PMM messaging → TW creates docs |131| finops-team | PMM pricing → FinOps validates margins |132133**Combined with:**134- `pre-dev-prd-creation` – Business requirements inform market analysis135- `functional-writer` – Turn positioning into documentation136- `brainstorm` – Explore positioning options137138## Blocker Criteria139140**STOP and escalate when:**141142| Blocker Type | Example | Action |143|--------------|---------|--------|144| **Missing Market Data** | No TAM estimates available | STOP. Request data or define assumptions. |145| **Conflicting Positioning** | Stakeholders disagree on differentiation | STOP. Facilitate alignment discussion. |146| **Undefined ICP** | "Everyone is our customer" | STOP. Require specific segment definition. |147| **No Competitive Data** | Can't identify competitors | STOP. Market may not exist or be misunderstood. |148| **Pricing Uncertainty** | No willingness-to-pay data | STOP. Recommend validation approach. |149150## Anti-Rationalization151152See [shared-patterns/anti-rationalization.md](../shared-patterns/anti-rationalization.md) for universal anti-rationalizations.153154**PMM-Specific:**155156| Rationalization | Why It's WRONG | Required Action |157|-----------------|----------------|-----------------|158| "Market is obvious" | Assumptions cause positioning failures | **Quantify with data** |159| "We know our competitors" | Knowledge gaps cause blind spots | **Complete systematic analysis** |160| "Messaging can evolve" | Evolution needs baseline | **Create complete framework first** |161162## ORCHESTRATOR Principle163164- **You're the orchestrator** – Dispatch PMM skills, don't market manually165- **Don't skip research** – Research prevents positioning failures166- **Don't assume market fit** – Validate systematically167- **Use agents for specialist work** – Dispatch specialists for complex analysis168169### Good (ORCHESTRATOR):170> "I need GTM strategy for the new payment feature. Let me run /market-analysis, then dispatch positioning-strategist to define differentiation."171172### Bad (OPERATOR):173> "I'll write the positioning based on what I think the market wants."
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