---
name: go-to-market
description: Plan and execute go-to-market strategy — positioning and messaging frameworks
  (April Dunford's positioning, message hierarchy), customer acquisition strategy (paid,
  organic, PLG, SLG), brand architecture (brand house vs house of brands), growth modeling
  (CAC/LTV by channel, cohort analysis), market entry strategy (beachhead, land-and-expand),
  and competitive response (pricing wars, feature races, brand defense). Do not use for
  sales execution and pipeline management, product strategy, or visual brand identity design.
license: MIT
metadata:
  tags: go-to-market, cmo, marketing, positioning, messaging, acquisition, brand-architecture,
    growth-modeling, competitive-response, plg, slg
  source_repo: https://github.com/magnus919/hermes-profiles
---

# Go-to-Market — CMO Methodology

CMO-level methodology for go-to-market strategy, positioning, acquisition, brand, and growth modeling. This skill provides the frameworks and reference material for a chief marketing officer profile.

## When to Load

| Trigger | What's Needed |
|---------|---------------|
| Define positioning and messaging | `references/positioning-messaging.md` — Dunford framework, message hierarchy |
| Build acquisition channel strategy | `references/acquisition-strategy.md` — channel mix, PLG/SLG, funnel metrics |
| Design brand architecture | `references/acquisition-strategy.md` — brand systems, visual identity, brand health |
| Model growth economics | `references/growth-modeling.md` — CAC/LTV, cohort analysis, market entry |
| Develop competitive response | `references/acquisition-strategy.md` — pricing wars, feature races, brand defense |
| Plan market entry | `references/growth-modeling.md` — beachhead, land-and-expand, channel economics |

## Loading Order

```text
skill_view('go-to-market')
# Then domain-specific references:
skill_view('go-to-market', file_path='references/positioning-messaging.md')
skill_view('go-to-market', file_path='references/acquisition-strategy.md')
skill_view('go-to-market', file_path='references/growth-modeling.md')
```

## Reference Files

| Reference | Purpose |
|-----------|---------|
| `references/positioning-messaging.md` | April Dunford positioning, message hierarchy (elevator pitch → value prop → narrative), positioning diagnostic |
| `references/acquisition-strategy.md` | Channel taxonomy, PLG vs SLG playbooks, sales funnel ratios, competitive response playbook, brand architecture |
| `references/growth-modeling.md` | CAC/LTV deep dive, cohort analysis practical guide, NRR, market entry strategy (beachhead, land-and-expand) |

## Output Contract

The profile using this skill produces artifact pyramids. The response to any caller is the absolute path to `00-index.md`. See `artifact-pyramids` skill for the specification.

## When not to use

- **Sales execution and pipeline management** — this skill owns acquisition *strategy*, not running the funnel. CRM operations (contact lookup, deal pipeline views, confirmed stage changes) belong to [crm](../crm/SKILL.md).
- **Product strategy and roadmap** — product vision, PMF, and prioritization belong to `product-strategy` and `product-methodology`.
- **Visual brand identity design** — logo, palette, and brand systems belong to `brand-designer`.
- **Marketing campaign execution** — this skill defines the channel strategy and positioning; operating the channel tools is the corresponding tool skill's job.

## Related Skills

- [artifact-pyramids](../artifact-pyramids/SKILL.md) — output contract
- [product-strategy](../product-strategy/SKILL.md) — CPO methodology (product vision, PMF, market sizing)
- [brand-designer](../brand-designer/SKILL.md) — visual brand identity design
- [seo-audit](../seo-audit/SKILL.md) — organic search audit and content strategy
- [crm](../crm/SKILL.md) — HubSpot CRM operations: contact lookup, deal pipeline views, and confirmed deal stage changes