AMA: Outtake VP of Strategy & Marketing, Chris Hines on Competitive Positioning
May 6 @ 10:00AM PT
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👋 Chris Hines
Hi all, I'm Christopher C. Hines, VP of Strategy & Marketing @ Outtake:
• 👋 Based in: NYC Metro Area
• 🧠 Top of mind: Scaling Marketing with GenAI
• 💬 Ask me about: All things GTM
• 🍦 Fun fact: I studied abroad in Hong Kong for 6 Months
• 👋 Based in: NYC Metro Area
• 🧠 Top of mind: Scaling Marketing with GenAI
• 💬 Ask me about: All things GTM
• 🍦 Fun fact: I studied abroad in Hong Kong for 6 Months
How do you automate competitive so that sales always has fresh intel and positioning?
Looking for how frequency intel gets updated and what tools are used to get the intel as well as latest content to sales. Thanks!
Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
We developed a competitive workflow where we use a combination of Claude Work + Slack + Hubspot (our CRM)connectors + our product + PR. Here’s what I mean by that. Claude...
388 Views
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Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
In terms of customer evaluations (proof of concepts or vendor down selections) the best way to find this out, is actually to ask channel partners! They have tons relation...
561 Views
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Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
I use a really clear template that looks like this“We deliver (x) to help (Y) overcome the challenge of (Z) so that they may realize (A) benefit”This template allows you ...
381 Views
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How do you fight a price war with positioning/messaging? Can you even?
Often my sales team goes up against competition that undercuts our pricing and heavily so. The buying decision quickly comes down to "who's proffering the cheapest price" -- platform value communication is rarely successful. How does one navigate this situation/How have you?
Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
I love this question! I always find it best to avoid the price war if you can. And YES positioning/message can be invaluable here 🙏🏾My general guidance to you is this. As...
828 Views
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Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
Treat AR like a bullseye program. Success in AR is the ability to get in front of the most influential analysts. Goal your team on getting this face time, and track how o...
928 Views
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Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
You can certainly do this, but if you’re going to go that route I would recommend that instead look at competitors by solution bucket. Which competitors are coming up mor...
366 Views
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Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
As marketers your job is to know the market better than anyone else in your company. So, think like an analystHow big is the market in terms of total addressable market?A...
377 Views
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Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
Ultimately the biggest differentiator is not your message, it’s how you evangelize and validate your perspective on the market..You need to define the problem, define the...
390 Views
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Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
My favorite recent use of AI is Claude Work for team prioritization and execution. It’s an incredible tool because you can define connectors and pull data from each into ...
365 Views
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Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
Oh man, such a good one!I think AI will force Product Marketers to evolve. PMM should think like AI architects and the validators.- As an AI architect you define the AI w...
397 Views
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