AMA: Crossbeam Senior Director Product Marketing, Amanda Groves on Competitive Positioning
November 2 @ 10:00AM PST
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Crossbeam Senior Director Product Marketing, Amanda Groves on Competitive Positioning
Top Questions
Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
I love how candid this question is! It's true - we build a lot in PMM and largely don't know if it's being used. If you have a tech stack that has a social listening tool (gong) + enablement tool (klue, crayon, guru) you should be able to build, track and measure efficacy of the PMM programs y......Read More
378 Views
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How often do you talk to customers, or do qualitative + VOC research?
Is it continuous or at specific campaigns?
Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
Pretty regularly. I talk with customers at least once a week! To do this I have automated campaigns that share my availability with customers to set up time with me (via calendly). This results in at least 1, sometimes 2-3 customer calls a week. Do not sleep on talking with customers - it is argu......Read More
361 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
I use a standard product marketing brief for launches that includes competitive positioning. I'll include a section for where we win along with key value props and differentiators. Another way I do this is via regular team enablement syncs, dedicated slack channels, and guru cards. The key is mak......Read More
386 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
If you can objectively point to artifacts where there are gaps in functionality e.g., website, customer reviews via third-party sites, etc - that would be my suggestion. From there, take control over the conversation and instead focus the sales conversation on where you win and how you're the bes......Read More
353 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
I uncover competitive insights from using social listening tools like Gong and Chorus. My PMM team has filters set up so we can listen for key concepts, competitors, and competitive terms. From there we can see historical data and trends on whether or not our positioning of key differentiators in......Read More
352 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
I think there's a way to do this via experimentation in top of funnel campaigns. Target prospects in performance advertising campaigns (linkedin for example), and see what sticks for them via messaging and positioning. Use dynamic messaging on websites powered by tools like Mutiny to test prefere......Read More
392 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
Prioritizing competitive insights and making research actionable is crucial for product marketing success. Here are some things to keep in mind so your efforts are moving the right needles: 1. Align with Strategic Goals: * Ensure that your competitive research aligns with your compa......Read More
360 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
I think everyone forgets about "status quo" and "no solution" competitors. These two more often than not - make up the vast majority of whitespace / addressable market for a company. We get excited by stories - which are told by our competitors. The problem is they are distracting to us and our m......Read More
364 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
Context is queen! Here are some ways I tend to approach sharing competitive intelligence with my teams: 1. Customize for the Audience: * Tailor the comms to the specific needs and interests of different stakeholders. Executives may want a high-level summary, while product ......Read More
385 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
People, speed, customer success and employer brand are the secret sauce to any business because they are proprietary and CANNOT be replicated. This is your differentiator and it makes up your brand. Invest in talent. Ship quickly. Build and nurture customer advocates who authentically love you......Read More
664 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • November 2
Here is my spicy take.. and it's not likely not how you've been trained to operate. Stay with me... First, it's critically important to align on exactly "who" is your competition. This will vary by segment and Ideal Customer Profile. Second, I rely on Donald Miller's Storybrand framework......Read More
682 Views
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