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AMA: Culture Amp Director of Product Marketing, Ambika Aggarwal on Competitive Positioning
September 23 @ 10:00AM PST
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Culture Amp Director of Product Marketing, Ambika Aggarwal on Competitive Positioning
Top Questions
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
There's no silver bullet here because this really does involve setting aside time, especially when CI is not the only part of your job. You can set aside 1-2 hours once a week to do deep dives into your competitors website, PR/news, social media, etc. There are a few automated ways to do this l......Read More
405 Views
3 requests
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
This is a great question and one that generally takes refinement over time based on feedback from sales. Here's what you can do to make sure your competitive intel is beneficial and leveraged by your sales team: 1. Conduct in-depth Win/Loss research - identify the key lost and won reasons that......Read More
1628 Views
3 requests
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!
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
Here's what I like to put into a positioning doc: 1. What market are we in ? How big is this market (TAM)? What's our serviceable obtainable market (SOM) ? 2. What does the competitve landscape look like? 2. Who are our customers? (buyer personas) 3. What challenges do they face? (key pain ......Read More
1600 Views
2 requests
What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?
I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
1. Sales confidence - While not a metric measured in SFDC, you can work with enablement to craft a pre and post sales confidence metric to assess how confident reps feel in navigating competitive conversations. 2. Competitive win rate - You're likely already measuring win rate, but competitive ......Read More
530 Views
3 requests
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.
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
The key to getting adoption is to make sure you first get executive alignment along with bringing those teams (sales, marketing, product) along for the journey . As you're creating your positioning and messaging make sure you're getting sales, product, and marketing feedback. That way when you ro......Read More
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2 requests
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
Honestly, with the rise of tools like Gong you don't even need to necessarily ask your reps to join in on customer calls. If there are specific questions you want to ask you can always ask your rep to weave it into the call, or ask your AM or CS rep to schedule a call with an existing customer to......Read More
353 Views
1 request
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?
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
For smaller teams that may not have a built out CI team or CI PMM it can get tough to manage competitive research, positioning, creation enablement and dissemination of assets on top of everything else that you're doing as a PMM. This is why my philisophy is to really prioritize your top tier com......Read More
353 Views
2 requests
What's your approach to competitive differentiation?
How does this inform your core messaging, how do you enable sales to understand what makes you different/better, how do you know if it's working with your target buyers?
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
Competitive differentiation should make up the pillars of your messaging and value proposition. The reason being is that most markets are crowded and customers can choose from many alterntatives, so your differentation needs to be clearly articulated across the buyer's journey. To understand your......Read More
406 Views
2 requests
How does product and launch positioning and messaging differ?
This for companies with multiple feature-rich products that are being managed by a very small (i.e. 1-3) PMMs.
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
You'll need to have both 1) Your core positioning and messaging doc at the overall company and product level and then 2) Your GTM plan for the new feature which includes messaging and positioning for that particular launch. For any launch, you'll also need to come up with a tiering structure an......Read More
476 Views
2 requests
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
You'll want to create materials that you can package up and disseminate via a central hub like Highspot, Seismic, Showpad, Confluence etc. When you roll this out make sure you lead with "what's it in for them?" (faster deal cycles, higher ACV, etc) It depends on who you're trying to enable (AEs......Read More
478 Views
2 requests
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?
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
This is definitely tricky since getting in-depth product intel requires intimate knowledge about your competitors products. One technique some companies employ is mystery shopping research where you hire a researcher to pose as a buyer, but your organization may have a stance against this type of......Read More
386 Views
3 requests
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • September 23
The goal of competitive positioning is to own a space in the market that's yours by focusing on differentiated value. In order to fully be able to answer the question of what your differentiated value is or should be, you'll need to do some analysis. The following are key buckets that you'll need......Read More
768 Views
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