Skills for Marketers
Competitive research helps you understand the choices available to your customers. Keep observations, interpretations, and unanswered questions separate so comparisons remain useful.
Choose the customer problem, the alternatives, and the criteria that matter in a purchase. Record source links and dates for pricing, features, and messaging you observe.
Verify current claims against original sources. Distinguish an absent claim from an absent capability, and flag anything you cannot confirm before using the research in customer-facing material.
Chooses which slice of the ideal customer profile to win first, and says why not the others — with the market read that decides whether the window for each one is open, closing or already shut.
Turns one competitor's entry in the competitor file into the page a salesperson actually uses — the questions to ask, the answer to that rival's usual claim, one customer who switched, and when to walk away — short enough to read in the ninety seconds before a call.
Builds the honest picture of each company the buyer is also considering — what they claim, who they beat you with, where they are genuinely better, where they are weak, what they charge, and what they have changed lately — and keeps it as the file every other skill checks a competitive claim against.
Designs a round of customer research that will actually settle something — who to talk to, what to ask without leading them, how many is enough — and then reads what comes back with a confidence level on every finding.
Writes the company's ideal customer profile, its three to five buyer personas, the segments to disqualify with the signal that identifies each one early, and the buying committee for a typical deal.
Scores a marketing function across six areas against a written rubric, then produces quick wins, risks, and three recommendations, with the evidence behind every score.
Builds the list of what buyers actually push back on — in their own words, with what each one really means, the answer that has worked in your own calls, and a mark on anything borrowed from general practice rather than tested here.
Builds 12 to 15 prompts real buyers would type into an AI assistant, gives you a scoring sheet to run them yourself across four answer engines, then reads the results and names the five fixes worth making.
Works out why deals were actually won and lost, starting from the assumption that the reason in the CRM is wrong — with a verdict per deal, a pattern across them, and the evidence cited deal by deal.
Builds and grows customer-language.md — what buyers actually said, word for word, about the problem, the result, the category, and the questions they ask.
Takes every claim the company makes and says, one at a time, whether anything it can actually show backs it up — with the verdict, the evidence named, and for anything thin a rewrite the evidence does carry.
The essentials
Build a foundation with 46 skills for recurring marketing work.
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Connect your workflow with all 62 skills and five playbooks.
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