git:20260804.6f67a34 to git:20260826.531ff67

---

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

- [crm](../crm/SKILL.md) — HubSpot CRM operations: contact lookup, deal pipeline views, and confirmed deal stage changes