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Frameworks
All 29 frameworks in the knowledge base, organised by topic.
Segmentation–Targeting–Positioning (STP) Framework ↗
You need to choose a customer segment before deciding how to position your product.
Complete Product Experience Framework ↗
Your customer experience is not living up to your marketing promise.
Product Development Stage Framework ↗
You need to know what PMM should contribute at each stage of product development.
Geoffrey Moore's Positioning Statement Framework ↗
You need a concise positioning statement that aligns your team before writing copy.
April Dunford's 5-Component Positioning Canvas ↗
You need to connect competitive alternatives, differentiated attributes and customer value.
Jobs-to-be-Done Positioning Framework ↗
Your positioning describes product features but misses the progress customers want to make.
Value Proposition Canvas ↗
You need to connect what your product offers to a specific customer's jobs, pains and gains.
Message Architecture (Messaging House) ↗
Your team needs a shared message hierarchy for campaigns, sales and product communications.
Features-Advantages-Benefits (FAB) Ladder ↗
You need to turn a raw product feature into a benefit a buyer understands.
StoryBrand SB7 Framework ↗
You need a customer-centred narrative for a homepage, campaign or presentation.
Vertical/Segment Messaging via Buying Trigger ↗
You need to adapt an established core message to different segments without rebuilding positioning.
Andy Raskin's Strategic Narrative Framework ↗
You need a company narrative that explains a market shift and the stakes for your buyer.
Bowman's Strategic Clock ↗
You need to assess your competitive position through the relationship between price and perceived value.
Product Differentiation Strategy Framework ↗
You need to identify differences that matter to buyers in a crowded market.
Perceptual Map (2x2) ↗
You need to see how buyers perceive competing products on meaningful attributes.
Customer Onboarding Maturity Framework ↗
You need to diagnose onboarding friction and decide what to improve first.
Net Promoter Score (NPS) & Feedback Loop Framework ↗
You need a repeatable way to connect customer sentiment to follow-up action.
Kano Model ↗
You need to distinguish expected features from performance drivers and potential delighters.
Playing to Win (Strategic Choice Cascade) ↗
You need to make explicit choices about where to play and how to win.
Quarterly PMM Planning Framework ↗
Your team needs to translate business goals into a realistic quarter of PMM work.
PMM Team Scaling Framework ↗
You need to decide how PMM responsibilities and specialisms should evolve as the business grows.
Good-Better-Best (GBB) Packaging Framework ↗
You need to create distinct packages that serve different customer needs and willingness to pay.
Van Westendorp Price Sensitivity Meter (PSM) ↗
You need to explore the price range buyers perceive as acceptable.
Value Metric / Willingness-to-Pay Framework ↗
You need to decide what to charge for and how that unit relates to customer value.
Competitive Battlecard Framework ↗
Reps need concise, credible guidance for a specific competitive conversation.
Buyer's Journey Content Map ↗
You need to connect sales and marketing content to the questions buyers face at each stage.
VARS Framework (Validate, Acknowledge, Reframe, Specify) ↗
A rep needs to respond constructively to a competitive objection.