Greg Gsell

AMA: Attentive VP, Product Marketing, Greg Gsell on Competitive Positioning

March 23 @ 9:00AM PST
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Attentive VP, Product Marketing, Greg Gsell on Competitive Positioning
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Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
I try to use the Pyramid approach to all content. Start with just absolute essential information, then expand. This way sales reps are able to capture the exact right amount of information in the most efficient way possible.  For example, say we are an apple company and our competition is thos...Read More
613 Views
3 requests
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
I think there are a couple of different docs that I would use, depending on the audience (internal, external) and the competitor (are you ahead, behind) INTERNAL resources * Feature comparisons * "Killer" features that set you apart * Common objections * Loaded discovery questions (I love...Read More
474 Views
3 requests
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
Call them! It is all fair game. Going deep on youtube and searching their exec team is also a great resource. Odds are even if they don't have public content, the CEO has spoken at a conference at some point. I always get a lot of info from new hires who came from competitors as well. You can wor...Read More
487 Views
1 request
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
You have to pick something to focus on. Find whatever edge you can and make it seem like the biggest deal in the world.  You can also talk about the sum of the parts as the narrative.  Another approach is if the products are similar, go after a different audience or go bigger on one specifi...Read More
459 Views
3 requests
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
'I think a competitor is anyone who is in or adjacent to your space. Said another way, a competitor is a vendor that can cause confusion or slow down your sales cycle for some reason. There are a few different types of competitors: * Main competitors - the ones who you are competing with head o...Read More
490 Views
1 request
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
Competitive positioning and messaging have to be one and the same. When you look at your decks and positioning, you need to do the gut check of "can my competitors say this" and if yes, change your messaging. You need to build competitive differentiation from the first impression through the enti...Read More
1685 Views
1 request
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
I will answer this question the total opposite way that you asked it based on something I saw this morning. I was making my son a bagel with cream cheese. The cream cheese had a logo saying "Our cows saw NOOOOO to ABCDE hormone". I am not here to comment on anything to do with farming. What struc...Read More
510 Views
1 request
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 24
I have worked at two different companies and we approached it entirely differently.  At the first company, we were far and away the market leader and defined the space. Here, we almost entirely focused on new logo acquisition for competition. If we won up front, we had the better product and w...Read More
576 Views
1 request