# Go-to-Market (GTM) Skills in the pm-go-to-market Plugin: A Complete Guide > Discover essential Go-to-Market GTM skills in the pm-go-to-market plugin. Product managers can design and execute launch strategies with declarative markdown templates. - Repository: [Pawel Huryn/pm-skills](https://github.com/phuryn/pm-skills) - Tags: how-to-guide - Published: 2026-06-27 --- **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`](https://github.com/phuryn/pm-skills/blob/main/SKILL.md) file that defines the execution logic: - **Ideal Customer Profile** ([`ideal-customer-profile/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/gtm-strategy/SKILL.md)): Produces a comprehensive plan covering channels, messaging, KPIs, and launch timelines. - **GTM Motions** ([`gtm-motions/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/growth-loops/SKILL.md)): Identifies self-reinforcing acquisition, activation, and retention loops for sustainable growth. - **Competitive Battlecard** ([`competitive-battlecard/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/competitive-battlecard/SKILL.md)): Generates battlecards comparing your product with competitors on positioning, pricing, features, and GTM tactics. - **Beachhead Segment** ([`beachhead-segment/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/.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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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: ```markdown /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. ```markdown /growth-strategy \ --product "Acme Analytics" \ --current-metrics ./metrics/q1.json \ --budget 50000 ``` This runs the **Growth Loops** skill, returning prioritized loops with budget constraints. ```markdown /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.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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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.