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David Puzas, CISSP

AMA: CrowdStrike Sr. Product Marketing Leader - Cloud Security, David Puzas, CISSP on Competitive Positioning

May 7 @ 10:00AM PST
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CrowdStrike Sr. Product Marketing Leader - Cloud Security, David Puzas, CISSP on Competitive Positioning
We will email you David's answers to these questions after the event in case you can't make it.
Questions must be topic related and not promotional. (250 character limit)
Top Questions
How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?
How does one create a "positioning document?"
Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!
What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?
What is your philosophy when it comes to competitors?
How often do you talk to customers, or do qualitative + VOC research?
Is it continuous or at specific campaigns?
How do you disseminate competitive positioning to your sales team?
What can we do if there's no Wave or MQ for our category?
How do you measure and communicate progress for your analyst relations program, when it can sometimes take a couple years to see results?
How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
What are some of the best practices and tools that you use to determine competitive positioning that you could recommend?
What are your top 3 methods for conducting effective competitive research?
When considering a new initiative, how do you determine what questions to ask your MR team to ensure you are getting the right data to inform your decision?
Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice?
How do you enable sales in deals where competitors say they have the same functionality as you, but do not?
How do you separate out your competitive positioning for two different plans of your product, while keeping a unified view, if the plans serve different customer segments?
For example - Shopify Plus and Shopify (core)
How do you effectively convey that competitive intelligence is a team effort, requiring input from all areas of the business, particularly customer-facing teams?
How does competitive positioning relate to general positioning? What frameworks do you use to help the company understand the difference?
How do you recruit test subjects from your ICP (that aren't yet your customers) for preference tests?
What tools or frameworks do you like to best utilize when conducting competitive and market intelligence?
Competitive insights is often a back burner to launches and other PMM work. Are their tips in prioritizing and making research actionable?
What are some common mistakes that companies make when trying to differentiate their products from competitors?
How do you recommend communicating and sharing the competitor analysis with the team/stakeholders?
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?