Sam Melnick

AMA: Postscript Vice President Of Product Marketing, Sam Melnick on Competitive Positioning

June 6 @ 10:00AM PST
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Postscript Vice President Of Product Marketing, Sam Melnick on Competitive Positioning
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Sam Melnick
Sam Melnick
Postscript Vice President Of Product MarketingJune 6
Let's be clear. CI is a team effort and its very hard to be THE end-all-be-all source for this information. While that can work for a time, a small team cannot be everywhere at all times, so communicating that to the rest of the organization is paramount. There are two tactics I suggest using. ...Read More
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Sam Melnick
Sam Melnick
Postscript Vice President Of Product MarketingJune 6
This is a fun, but challenging question. If there's no Wave or Magic Quadrant (MQ) for your category, long-term and strategic thinking becomes incredibly important. Here are some approaches to consider: * Play the Long Game: Understand that establishing recognition in a category is a journey...Read More
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Sam Melnick
Sam Melnick
Postscript Vice President Of Product MarketingJune 6
Staying on top of competitive intel requires a structured approach since a lot happens in any given week and you can get requests from all over the business. Here's how my teams try to manage it: * Prioritize Top Competitors: Focus on the top competitors and their key market activities, like...Read More
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Sam Melnick
Sam Melnick
Postscript Vice President Of Product MarketingJune 6
Competitive positioning is worthless if you can't explain and train your sales and customer success teams. That's why partnering closely with your enablement team and front-line managers is essential to getting the right information to the team AND for them to retain the information. Here's how I...Read More
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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.
Sam Melnick
Sam Melnick
Postscript Vice President Of Product MarketingJune 6
Rule #1 of Competitive Intelligence is to tie it directly to revenue. By doing that you uplevel it from being seen as a research project to something that drives specific impact for the business. Here are three revenue metrics I try to focus on: * Win Rates: Track win rates against your top ...Read More
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