AMA: Moloco Product Marketing Director, Lindsay (Saran) Gatta on Competitive Positioning

Competitive intel only matters if it changes how teams act — so my focus is on audience-specific communication that turns insights into action. There are two elements I take into account when communicating out competitive intelligence. The first is the audience. And the second is the format. Here's what I have found works well: 1. Create tiered deliverables for different audiences Executive / Leadership:High-level competitive landscape summaries, trend spotting, and strategic implications (e.g., ...Read More

Keep in mind - pending your product/service, pricing intelligence is difficult to get 100% accurate, so my goal is to establish ranges and relative positioning (e.g., “Competitor A prices ~20% higher for mid-market plans”) rather than chase down exact figures.With that said, here's a process I use:1. Start with publicly available info.I begin with desk research — competitor websites, pricing pages, case studies, press releases, and analyst reports. Even when prices aren’t listed, you can often i ...Read More

Doing market intelligence work can be very detail-oriented both in the research and analysis phase as well as the synthesis and share-out phase, so there are a few frameworks I like to help simplify the output of that work. I use the WIN framework for battle-cards when honing in on one competitor, comparing it to my product/service. Each battle-card should cover: What they do (overview, strengths) Implications for us (where they beat us, where we win) Narrative (how to position against them) I a ...Read More

I think about competitive positioning at two levels: the holistic product portfolio level and the plan or segment level. At the highest level, there should always be one overarching positioning that articulates the product’s core value — the thing that unifies your story across audiences. That’s your north star. From there, each of your plans should ladder back to that holistic, north star positioning but flex based on what matters most to its specific customer segment. Different segments value ...Read More

I have chosen different frameworks based on different product situations (new category, highly competitive, PLG motion, etc). So with that said, here are my top 2 favorites:The Venn Framework, which is best for simplifying complex concepts into human, non-jargon language:It has three overlapping circles: What customers care about What you do uniquely well What competitors do well Your competitive positioning lives in the intersection of these circles. The Dunford Method, which is best to bring t ...Read More