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Jesse Lopez

AMA: Brex Product Marketing Lead - Spend Management, Jesse Lopez on Competitive Positioning

July 5 @ 10:00AM PST
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Brex Product Marketing Lead - Spend Management, Jesse Lopez on Competitive Positioning
Top Questions
How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?
Jesse Lopez
Jesse Lopez
Dandy Director of Product Marketing • July 5
Simple answer: You treat your sales team like a customer.  * Interview them to understand their competitive needs and challenges when articulating "value" or "differentiation" vs. competitors. * Co-create internal enablement and customer-facing assets with them to ensure content adds va......Read More
540 Views
2 requests
What are your top 3 methods for conducting effective competitive research?
Jesse Lopez
Jesse Lopez
Dandy Director of Product Marketing • July 5
Customer interviews are the most beneficial resource to land "how" you are different vs. competitors and "why" it matters to your customers. Instead of focusing on three research methods, I will recommend three types of interviews you should consider when researching a competitor: * Switcher in......Read More
1116 Views
1 request
What tools or frameworks do you like to best utilize when conducting competitive and market intelligence?
Jesse Lopez
Jesse Lopez
Dandy Director of Product Marketing • July 5
Three types of research should inform any competitive and market intelligence program: * Internal resources and intelligence, such as sales calls and win-loss analysis, are great for identifying high-level competitive and market insights. I typically use these resources to identify areas ......Read More
913 Views
1 request
What are some common mistakes that companies make when trying to differentiate their products from competitors?
Jesse Lopez
Jesse Lopez
Dandy Director of Product Marketing • July 5
The biggest mistake I have seen marketing teams make when trying to differentiate their products from competitors is to "differentiate" by renaming industry-accepted terms and capabilities for the sake of being different vs. showcasing what is that you offer, how are you different, and why that s......Read More
522 Views
1 request