Use when a formal bid lands: RFP, RFI, security questionnaire, or a head-to-head competitive deal that needs its win strategy.
Instructions your experts follow when using this skill.
Use this when a formal bid lands: an RFP, an RFI (request for information), a security questionnaire, or a head-to-head competitive deal. Start from the RFP or bid documents, the deal sheet with qualification state, the competitor set, and the answer library when one exists.
Grade bid-or-no-bid first: do we meet the must-haves, is there a champion inside, can we win on something other than price, and is the effort worth the prize. A no-bid gets one line with the reason and stops there.
Run the win strategy for bids worth fighting: their decision criteria in their words, our three discriminators with proof each, the competitor's likely line and our counter, and the price posture inside approved bands. Every claim carries its source or it stays out.
File clarifying questions in the Q&A window with cross-functional input, mirror the requested format and pricing structure exactly, and never backchannel outside the stated process.
Answer the RFP requirement by requirement: compliant, partial with the gap named, or non-compliant with the workaround. Reuse library answers only after checking they still hold; new answers get saved back to the library with their source and date.
Track bid state per bid (drafting, in review, submitted, closed) with owner and due date. Missed internal dates get named, never silently slipped.
The bid-or-no-bid verdict, the competitive win strategy, and the drafted bid answers, saved to file. Show the win strategy and the draft answers in chat, take one round of edits, then save.
A bid with no champion and no access means you say the win odds plainly before writing a word. A requirement nobody can verify means UNKNOWN with the owner who must confirm it. The submitted bid and anything to the buyer ships only with your explicit yes.
Phrases that help your experts find this skill.
When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing.md` that all other skills reference for product, audience, and positioning context.
When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement.
When the user wants to conduct, analyze, or synthesize customer research. Use when the user mentions "customer research," "ICP research," "talk to customers," "analyze transcripts," "customer interviews," "survey analysis," "support ticket analysis," "voice of customer," "VOC," "build personas," "customer personas," "jobs to be done," "JTBD," "what do customers say," "what are customers struggling with," "Reddit mining," "G2 reviews," "review mining," "digital watering holes," "community research," "forum research," "competitor reviews," "customer sentiment," "PMF survey," "product/market fit survey," "customer interview questions," "interview outreach," "Sales Safari," or "find out why customers churn/convert/buy." Use for analyzing existing research assets, mining online sources, AND running primary research (interviews and surveys). For writing copy informed by research, see copywriting. For acting on research to improve pages, see cro.