AMA: ClickUp Head of Competitive Intelligence, Andrew McCotter-Bicknell on Competitive Positioning

There are a few documents that I maintain over time: Competitor product releases for the Product team (updated monthly) Competitive battlecards for the Sales team (updat...

Don't use corporate jargon and you're already 90% ahead of everyone else (if I had a nickel every time I read a company referring to their product as "industry-leading" o...

Yeah, there's a lot of new info flowing every day. But a lot of it is noise. First make sure you understand what's important to the company. What are the big goals you'r...

There are two directions to answering this question: Frequency of delivery Content Frequency is important because Sales is constantly bombarded with info. You have to g...

Multiple times per month. It varies though, depending on bandwidth as a one-person CI team. The most important thing is that, as a whole, ClickUp's Product Marketing te...

1. Revenue impact 2. Product innovation I used to only focus on the first point. That's an important one—and if you have limited bandwidth, I'd recommend you start there...

I had one gut reaction when I read this question. "Why isn't there much public-facing marketing around it?" A few thoughts come to mind: 1. They discontinued the produc...

Competitive win rate is a great north star goal. But it can be challenging to accurately impact that in a positive way in a short amount of time. A couple other KPIs I'v...

Get them involved. Interview them to learn about their encounters with competitors. Here are things that I regularly ask my sellers. Which competitors are coming up mos...

Limit the competitors you track to ~8 - 10 of the TOP competitors that are impacting revenue most. Yes, we should still be keeping a pulse and maintaining awareness of o...

To be 100% honest, I only have experience in SaaS so I'm probably not the best guy to answer this question. But I would venture a guess that win/loss could still help he...

First, there is no one magic tool that will do your Competitive Intel program for you. All of the tools below require a strategy before using. But they can be extremely p...

Most Competitive Intel functions begin as siloed efforts within organizations. Product, Sales, Marketing, executives... they're all interested in competitors and conduct ...

That's one way you can segment competitors. A few others you may want to consider: Persona that's most likely to purchase the competitor Company size that's most likely ...