AMA: Clari VP, Solutions Marketing, April Rassa on Competitive Positioning
February 13 @ 10:00AM PT
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👋 April Rassa
👋 Hi all, my name is April Rassa, I'm based in the Bay Area (northern California)
💼 I lead Solutions Marketing at Clari and advise companies on GTM strategies
👀 Key topics top of mind is how best to using AI in our field (best practices), pricing and packaging shifts, and how best to influence the product roadmap.
🤝 Topics that you can help others with: I'm pretty open to any topic topi of mind. Hit me up, if I don't know how to help, I'll let you know! :)
🍦 Favorite ice cream flavor: Pistachio
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Here’s the structured process I’d use:1. Direct & Indirect SourcesPublicly Available Pricing: Check competitor websites, pricing pages, FAQs, and help centers for any...
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What research helps identify segments, their needs, and decide your build/buy/partner strategy? And how do you share those insights?
I'm working at a company where we're trying to unlock new industries that we as a company need to have a better understanding of.
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Here are some options that I've used:Customer & Market ResearchCustomer Interviews & Jobs-to-Be-Done (JTBD) ResearchConduct interviews with customers, prospects, ...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
When thinking about competitive strategy in a Product-Led Growth (PLG) or self-serve model, the focus shifts from traditional sales-driven differentiation to user experie...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Shift the Battleground: Compete on Outcomes, Not Just FeaturesCompetitors can copy what you build, but they can’t easily copy the results your product delivers.Reframe th...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Yes, dissecting competitors by industry makes sense when their strengths, weaknesses, and traction vary across verticals. Some competitors thrive in highly regulated indu...
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Is competitive positioning an output of a feature or a marketing story?
I see a lot of battles between start-ups about similar features/products; I myself have tried to position our product with a differentiated story not always backed by features.
What's the ideal approach? Where does one draw the line?
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Competitive positioning is neither just an output of features nor purely a marketing story—it’s the strategic intersection of product differentiation, customer perception...
448 Views
1 request
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Market research isn’t a one-time activity—it should be embedded at every stage of your GTM process, from business case justification to launch readiness and post-launch a...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
One of the most common mistakes companies make when trying to differentiate their products is focusing too much on feature comparisons rather than customer outcomes. Comp...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Oh I love this question ... lots you can do to pave the way.If there’s no Forrester Wave or Gartner Magic Quadrant (MQ) for your category, that doesn’t mean you’re at a d...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Making competitive research actionable requires more than just gathering intelligence—it needs to be prioritized, surfaced at the right moments, and directly tied to reve...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
When competitors claim to have the same functionality, the best response isn’t to debate features—it’s to reframe the conversation around business outcomes, execution, an...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
A strong positioning statement today isn’t just a formulaic sentence—it’s a clear, compelling, and defensible stance on what makes your product the best choice for your a...
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