AMA: Guidewire Software VP Product Marketing, Axel Kirstetter on Competitive Positioning

I love this question as it puts competitiveness into context. If you can't find anything about a 'competitor' how is a prospect going to know anything about them? No info...

Here is a controversial statement: value communication beats narrative design. I know narrative and storytelling is a big topic in the product marketing world. But, I wou...

I think of competitors in two ways. 1. alternatives. Excel the classical example here. An alternative way of achieving the same 2. similar / same product offerings target...

this is such a good question. comp intel is not a one time activity. its ongoing. same with positioning btw. I separate 3 things: Information collection, information anal...

Pricing and CI are two separate side of the same coin. Easiest way to win more business is to reduce your price. But that has consequences for revenue. Ultimately one pro...

I recommend three documents. 1. an inbound competitive document, covering things like product differentiators, win/loss analysis, pricing and type of open roles. 2. a sep...

I believe in a simple exercise: what are you good at. this is the category you want to operate in. Its table stakes. if you want to be in the electric car business and y...

At a high level Sales needs to operate on three planes. Defending against weaknesses, driving towards strengths and disseminating fear. Long written thought papers are th...

There is an interesting overlap between market research and competitive intelligence. that intersection is market intelligence. strictly speaking CI is only about direct ...

When your company only has one product, the product positioning is the company positioning. The next growth phase would be a portfolio of products. Say we are are the pro...