Go-to-Market (GTM) Skills in the pm-go-to-market Plugin: A Complete Guide

The pm-go-to-market plugin provides six specialized Go-to-Market (GTM) skills—Ideal Customer Profile, GTM Strategy, GTM Motions, Growth Loops, Competitive Battlecard, and Beachhead Segment—that enable product managers to systematically design, plan, and execute launch strategies through declarative markdown templates stored in pm-go-to-market/skills/.

The phuryn/pm-skills repository delivers a structured framework for product management workflows through AI-executable skill definitions. The pm-go-to-market plugin specifically bundles focused Go-to-Market (GTM) skills that guide teams from market definition through competitive positioning, all organized as reproducible markdown artifacts following a consistent schema.

Core Go-to-Market Skills Overview

The plugin ships six distinct skills, each residing in its own directory under pm-go-to-market/skills/ with a SKILL.md file that defines the execution logic:

• Ideal Customer Profile (ideal-customer-profile/SKILL.md): Defines target customers by demographics, behaviors, Jobs-to-Be-Done (JTBD), and pain points.
• GTM Strategy (gtm-strategy/SKILL.md): Produces a comprehensive plan covering channels, messaging, KPIs, and launch timelines.
• GTM Motions (gtm-motions/SKILL.md): Evaluates the seven classic GTM motions (Inbound, Outbound, Paid, Community, Partners, ABM, PLG) and recommends a motion stack.
• Growth Loops (growth-loops/SKILL.md): Identifies self-reinforcing acquisition, activation, and retention loops for sustainable growth.
• Competitive Battlecard (competitive-battlecard/SKILL.md): Generates battlecards comparing your product with competitors on positioning, pricing, features, and GTM tactics.
• Beachhead Segment (beachhead-segment/SKILL.md): Pinpoints the first market segment to attack for rapid traction.

Skill Architecture and File Structure

Each GTM skill follows a rigorous declarative structure defined in its respective SKILL.md. According to the source code in phuryn/pm-skills, every skill template contains:

1. Metadata header (name and description) for plugin registration.
2. Overview explaining what the skill accomplishes.
3. When to use defining applicable scenarios.
4. How it works providing step-by-step instructions and required inputs.
5. Output specifying the artifacts produced.

This architecture ensures that AI models interpret the skills consistently, gathering required information and returning structured deliverables regardless of which GTM phase you are executing.

Command-to-Skill Mapping

Human-facing commands in pm-go-to-market/commands/ serve as orchestration layers that invoke specific skills. The plugin manifest at .claude-plugin/plugin.json registers these commands with the Claude ecosystem, making them discoverable in the UI.

Launch Planning with /plan-launch

The /plan-launch command (defined in commands/plan-launch.md) orchestrates three core skills: Ideal Customer Profile, GTM Strategy, and GTM Motions. This integration produces a cohesive launch plan that includes ICP definition, channel recommendations, messaging frameworks, and a 90-day roadmap.

Growth Strategy with /growth-strategy

The /growth-strategy command (defined in commands/growth-strategy.md) executes the Growth Loops skill. It optionally ingests outputs from GTM Strategy to align growth loops with your specific channel mix, outputting prioritized acquisition loops with KPI targets.

Competitive Positioning with /battlecard

The /battlecard command (defined in commands/battlecard.md) invokes the Competitive Battlecard skill. It utilizes the Ideal Customer Profile as contextual input for market sizing and positioning, generating comparative analysis documents that include pricing grids and recommended GTM motions.

Practical CLI Usage Examples

Invoke these skills through the CLI-style commands in a Claude session. The following examples demonstrate actual usage patterns:

/plan-launch \
  --product "Acme Analytics" \
  --description "A BI platform for SaaS founders" \
  --target-market "Early-stage SaaS founders in North America" \
  --research-data ./research/pmf-survey.csv

This command triggers the Ideal Customer Profile, GTM Strategy, and GTM Motions skills to generate a structured launch plan.

/growth-strategy \
  --product "Acme Analytics" \
  --current-metrics ./metrics/q1.json \
  --budget 50000

This runs the Growth Loops skill, returning prioritized loops with budget constraints.

/battlecard \
  --product "Acme Analytics" \
  --competitors "Tableau, Looker, Mode" \
  --features ./features.yaml

This generates a competitive battlecard using the Competitive Battlecard skill, complete with positioning statements and feature comparisons.

Summary

• The pm-go-to-market plugin provides six declarative GTM skills: Ideal Customer Profile, GTM Strategy, GTM Motions, Growth Loops, Competitive Battlecard, and Beachhead Segment.
• Each skill resides in pm-go-to-market/skills/<skill-name>/SKILL.md with a standardized structure of metadata, overview, usage conditions, execution steps, and output definitions.
• Commands in pm-go-to-market/commands/ (such as /plan-launch, /growth-strategy, and /battlecard) serve as orchestration wrappers that invoke specific skill combinations.
• The plugin manifest at pm-go-to-market/.claude-plugin/plugin.json registers all commands and skills with the Claude ecosystem.

Frequently Asked Questions

What are the six GTM skills provided by the pm-go-to-market plugin?

The plugin provides Ideal Customer Profile, GTM Strategy, GTM Motions, Growth Loops, Competitive Battlecard, and Beachhead Segment. Each skill lives in its own subdirectory under pm-go-to-market/skills/ and follows a standardized markdown template for consistent AI execution.

How do commands like /plan-launch interact with GTM skills?

Commands act as orchestration layers. The /plan-launch command defined in commands/plan-launch.md simultaneously invokes the Ideal Customer Profile, GTM Strategy, and GTM Motions skills to produce an integrated launch plan. Similarly, /growth-strategy triggers the Growth Loops skill, optionally feeding in prior GTM outputs for context.

What is the file structure of a GTM skill definition?

Each skill file (e.g., pm-go-to-market/skills/gtm-strategy/SKILL.md) contains a metadata header with name and description, followed by sections for Overview, When to use, How it works, and Output. This structure ensures the AI model understands exactly what information to gather and what deliverables to produce.

Where is the plugin manifest located that registers these skills?

The plugin manifest is located at pm-go-to-market/.claude-plugin/plugin.json. This file registers all commands and their associated skills with the Claude ecosystem, making them available as executable commands in the Claude UI.

{
  "mcpServers": {
    "instagit": {
      "command": "npx",
      "args": ["-y", "instagit@latest"]
    }
  }
}