AMA: Replicant Head of Product Marketing, Raymond Hwang on Competitive Positioning
August 13 @ 9:00AM PT
View AMA Answers
Is competitive positioning an output of a feature or a marketing story?
I see a lot of battles between start-ups about similar features/products; I myself have tried to position our product with a differentiated story not always backed by features.
What's the ideal approach? Where does one draw the line?
Replicant Head of Product Marketing • 1y
Good competitive positioning IMO has to do both. Grounding your competitive positioning in features as the tangible, objective capabilities of your product is important. ...
947 Views
1 request
Replicant Head of Product Marketing • 1y
A comprehensive competitive intelligence program has to tap into a bunch of different sources across your organization. Below are some sources I've found valuable in the ...
9778 Views
2 requests
Replicant Head of Product Marketing • 1y
Great question! Two that come to mind:Slack vs. Email: I've always like how Slack positioned themself vs email as an overall category (https://www.youtube.com/watch?v=SQs...
2044 Views
2 requests
Replicant Head of Product Marketing • 1y
There are plenty of ways to do this!Competitor published info: Websites, press releases, annual reports (for public companies), whitepapers, blog posts, and social media ...
1402 Views
1 request
Replicant Head of Product Marketing • 1y
Really important question - competitive intelligence is more likely to be utilized if other functions are helping to source it and are brought in early in the process. A ...
1074 Views
1 request
Replicant Head of Product Marketing • 1y
Even without a Gartner MQ or Forrester Wave, there are a lot of ways to understand the competitive landscape. Take a look at some of my answers around getting competitive...
2159 Views
1 request
Replicant Head of Product Marketing • 1y
It's always a balancing act, isn't it? I've also had trouble overburdening customers in the past. Here are some things that have worked for me:Get market research into re...
871 Views
1 request
Replicant Head of Product Marketing • 1y
There's a few documents I've found consistently valuable for CI programs. Competitive battlecards for customer-facing teamsProduct deep dives: typically done for product ...
1795 Views
1 request
Replicant Head of Product Marketing • 1y
Yeah that's a really important step. Nothing is more frustrating than putting together a great battlecard and competitor deep dive that then goes unused. Your sales enabl...
1598 Views
1 request