AMA: Culture Amp Director of Product Marketing, Ambika Aggarwal on Competitive Positioning
September 23 @ 10:00AM PT
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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.
Ironclad VP of Product Marketing • 4y
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 ...
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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!
Ironclad VP of Product Marketing • 4y
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 ...
3287 Views
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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.
Ironclad VP of Product Marketing • 4y
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 ...
552 Views
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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?
Ironclad VP of Product Marketing • 4y
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 a...
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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?
Ironclad VP of Product Marketing • 4y
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...
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Ironclad VP of Product Marketing • 4y
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...
486 Views
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Ironclad VP of Product Marketing • 4y
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 su...
833 Views
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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.
Ironclad VP of Product Marketing • 4y
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'r...
498 Views
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Ironclad VP of Product Marketing • 4y
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 be...
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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?
Ironclad VP of Product Marketing • 4y
This is definitely tricky since getting in-depth product intel requires intimate knowledge about your competitors products. One technique some companies employ is mystery...
531 Views
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Ironclad VP of Product Marketing • 4y
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 ...
1363 Views
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Ironclad VP of Product Marketing • 4y
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...
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