Culture Amp

Culture Amp Overview
Employees: 420
Headquarters: Richmond, VIC
Founded: 2010
About
Culture Amp, the People & Culture platform, makes it easy to collect, understand, and act on employee feedback. Build a better world of work. Book a demo!
Insights from the Culture Amp Product Marketing Team
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing, Culture AmpSeptember 23
The goal of competitive positioning is to own a space in the market that's yours by focusing on differentiated value. In order to fully be able to answer the question of what your differentiated value is or should be, you'll need to do some analysis. The following are key buckets that you'll need to dive into: 1. Market Analysis/ Profile: Market Size, Market Trends, Market Competitors, Market lifecycle stage 2. Segmentation& Personas -Determine your segmentation strategy and create a detailed buyer persona profile that represents a target buyer in that particular segment 3. Competitive A...
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing, Culture AmpSeptember 23
Honestly, with the rise of tools like Gong you don't even need to necessarily ask your reps to join in on customer calls. If there are specific questions you want to ask you can always ask your rep to weave it into the call, or ask your AM or CS rep to schedule a call with an existing customer to aid with the market research. As long as customer calls are recorded in Gong you can always use that as a vehicle to go back and listen (and take advantage of some of the cool analytical features that Gong has!)  If you have a particular set of questions you want to ask, I would recommend starting...
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing, Culture AmpSeptember 22
1. Sales confidence - While not a metric measured in SFDC, you can work with enablement to craft a pre and post sales confidence metric to assess how confident reps feel in navigating competitive conversations.  2. Competitive win rate - You're likely already measuring win rate, but competitive win rate will give you a direct KPI to measure the improvment in closing competitive deals.  3. [ Product specific] Reduction in lost deals due to product capabilities - To measure this metric you'll need to be tracking lost reason and have a drop-down for reps to choose "product gap." 
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing, Culture AmpSeptember 22
The key to getting adoption is to make sure you first get executive alignment along with bringing those teams (sales, marketing, product) along for the journey . As you're creating your positioning and messaging make sure you're getting sales, product, and marketing feedback. That way when you roll it out they will feel much more compelled to use it since they were part of the process.  Some other ideas: 1. Do an official " internal roadshow" where you roll this out to each team. Join team meetings and present the process, the positioning and messaging and make sure everyone knows where t...
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing, Culture AmpSeptember 22
For smaller teams that may not have a built out CI team or CI PMM it can get tough to manage competitive research, positioning, creation enablement and dissemination of assets on top of everything else that you're doing as a PMM. This is why my philisophy is to really prioritize your top tier competitors and maybe even limiting it to the top 2 or 3 max. That doesn't mean you shouldn't stay on top of your industry and trends and what other players are doing, but that does mean that you aren't going to dive as deep or create as many assets for the majority of competitors in your space. Some t...
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing, Culture AmpSeptember 21
You'll want to create materials that you can package up and disseminate via a central hub like Highspot, Seismic, Showpad, Confluence etc. When you roll this out make sure you lead with "what's it in for them?" (faster deal cycles, higher ACV, etc)  It depends on who you're trying to enable (AEs, AMs, technical sales engineering) but typical effective competitive positioning materials include: 1. Battlecards 2. Swords and Shields (offensive/defensive plays) supported by customer stories and proof points 3. Product differentiation deep dive (but be careful not to turn this into a feature...
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing, Culture AmpSeptember 21
You'll need to have both 1) Your core positioning and messaging doc at the overall company and product level and then 2) Your GTM plan for the new feature which includes messaging and positioning for that particular launch.  For any launch, you'll also need to come up with a tiering structure and then let's say it's a Tier 1 product launch that changes your positioning or messaging in some way you'll need to update your core positioning and messaging doc to reflect that change if the launch is big enough that it warrants an update. 
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing, Culture AmpSeptember 21
Here's what I like to put into a positioning doc:  1. What market are we in ? How big is this market (TAM)? What's our serviceable obtainable market (SOM) ? 2. What does the competitve landscape look like?  2. Who are our customers? (buyer personas) 3. What challenges do they face? (key pain points)  4. What is our solution? (description of your offering) 5. How do we solve their problems? (solution/benefit statement)  6. What makes us unique (differentiators)  From what it sounds like you'll need a positioning doc and a Go-to-market plan which will also incude your marketing and sa...
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing, Culture AmpSeptember 21
Competitive differentiation should make up the pillars of your messaging and value proposition. The reason being is that most markets are crowded and customers can choose from many alterntatives, so your differentation needs to be clearly articulated across the buyer's journey. To understand your competitive differentiation you can conduct buyer persona research, closed won research, analyze Gong calls with high ACVs, speak to reps and customer success teams, and really hone in on determining 1) What pain points are you solving for your buyers and 2) What makes you the "only" one? (see only...
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing, Culture AmpSeptember 21
There's no silver bullet here because this really does involve setting aside time, especially when CI is not the only part of your job. You can set aside 1-2 hours once a week to do deep dives into your competitors website, PR/news, social media, etc.  There are a few automated ways to do this leveraging sophisticated tools like Klue and Crayon that will track your competitors every move (from news, PR, website changes, social media) and alert you to those changes. They can integrate with slack so you can get a competitive daily digest(or whatever frequency you decide). They have various f...
Culture Amp Product Marketing Leaders
Ambika Aggarwal
Ambika Aggarwal
Director of Product Marketing