AMA: Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Competitive Positioning
June 1 @ 10:00AM PT
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👋 Daniel Kuperman
Hi all, my name is Daniel Kuperman. 👋
💼 Job: Head of Product Marketing at Jellyfish, ex-Atlassian, Snowflake, Mindtickle.
📍 Location: Mountain View, CA
🍦 Favorite ice cream flavor: Rocky Road
Jellyfish VP of Product Marketing • 2y
The biggest mistake is to focus on what the competitor does versus what the customer cares about. Don't start with what the competition is doing or not doing, start with ...
3003 Views
2 requests
What's your approach to competitive differentiation?
How does this inform your core messaging, how do you enable sales to understand what makes you different/better, how do you know if it's working with your target buyers?
Jellyfish VP of Product Marketing • 2y
Competitive differentiation is, first of all, a positioning exercise that means finding ways to influence the customer's perception of your company and product versus exi...
2699 Views
3 requests
Jellyfish VP of Product Marketing • 2y
This is tricky, especially if you are a startup or strapped for cash. I have reached out to people via Linkedin asking for help to validate a specific product or feature ...
2764 Views
2 requests
Jellyfish VP of Product Marketing • 2y
We are always looking at the competition and assessing their moves. Having said that, we don't obsess about it. This means there's gotta be a balance between what the mar...
2620 Views
2 requests
Jellyfish VP of Product Marketing • 2y
If you see different competitors by industry, then yes. At a previous company we realized that when we expanded into different industries (e.g. going from Tech to Healthc...
1936 Views
2 requests
Jellyfish VP of Product Marketing • 2y
Talk to customers: they will tell you why they evaluated different vendors and what they liked/disliked about them;Talk to channel partners: they have a deep understandin...
2700 Views
2 requests
Jellyfish VP of Product Marketing • 2y
In the traditional B2B Tech world, my experience has been that you need several ways to disseminate your competitive positioning:Sales battle cards for your field sales t...
2805 Views
2 requests
Jellyfish VP of Product Marketing • 2y
For me the term 'market intelligence' is more broad, signifying not only what your direct competitors are doing but also where the market in general is headed. For exampl...
2797 Views
2 requests
How do you obtain competitive intelligence on a competitor's product that has very little public-facing marketing around it?
I'm about to just call and ask them if they still sell it.
Jellyfish VP of Product Marketing • 2y
The first source I would go for is your own customers. If you have a CAB (customer advisory board), that's a perfect forum for finding competitor intel. It is likely that...
2112 Views
3 requests
Jellyfish VP of Product Marketing • 2y
Good question. In my experience, the best way to prioritize competitive insights is to show there's a clear connection between the work and business results. This often c...
2849 Views
2 requests
How do you get competitive pricing and packaging information from B2B complex sales companies i.e not saas, and with components on hardware, software, business services
Like Industrial automation solutions, including costs for integration
Jellyfish VP of Product Marketing • 2y
Most of my experience has been with SaaS but I did work for a software company in the backup and disaster recovery space which had a hardware component as well and so did...
1956 Views
2 requests
Jellyfish VP of Product Marketing • 2y
The key rule of thumb is to always be truthful. Don't lie about who you work for, your role with the company, and what you are looking for. For example:When filling out a...
2859 Views
2 requests
Jellyfish VP of Product Marketing • 2y
The best advice I can give is to not throw everything including the kitchen sink into a competitive battle card. I've seen competitive intel of 5+ single space pages give...
2339 Views
2 requests