AMA: GitLab Vice President of Product Marketing, Dave Steer on Competitive Positioning

The market is littered with really bad examples of competitive messaging, unfortunately. They usually make their case on technical details that are irrelevant to the pros...

Terrific question! A few metrics that are key to competitive intel: Competitive Intel 101 Metrics 1. Sales engagement -- Is your sales team using the competitive content ...

I think of competitive intel like product managers think about their product. The first step is to listen to your stakeholders (or internal customers) from sales, produ...

If you are relying on narrative differentiation alone, then the problem to solve is creating differentiated solutions rather than finding different stories to tell. Use c...

My team and I use a Message House framework that covers the following elements: Solution/Product Naming Tagline Positioning Statement Short and Long Descriptions For th...

You're right: competition never stands still. And when you capture competitive information, it's likely that you are seeing the result of what they put into motion weeks,...

Be resourceful! Even when there's little public-facing marketing, there's always a ton of other public resources that you can look to. Here are a few: 1 - Audit their soc...

I have a few lenses that I look through for competitive differentiation: 1. The Positioning Canvas -- I mentioned this in an earlier question, but it's worth repeating t...