AMA: Shopify VP Global Head of Product Marketing, Desiree Motamedi on Competitive Positioning
November 16 @ 10:00AM PT
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👋 Desiree Motamedi
Hi all, I'm Desiree Motamedi, CMO - Next Gen Platform @ Salesforce:
• 👋 Based in: San Francisco, California
• 🧠 Top of mind: Building Agents
• 💬 Ask me about: Anything related to developers!
• 🍦 Fun fact: I was on Let's Make a Deal and won $5K with my PMM team at Facebook/Meta!
• 👋 Based in: San Francisco, California
• 🧠 Top of mind: Building Agents
• 💬 Ask me about: Anything related to developers!
• 🍦 Fun fact: I was on Let's Make a Deal and won $5K with my PMM team at Facebook/Meta!
Salesforce CMO - Next Gen Platform • 3y
An example that stands out to me was Steve Jobs’ manifesto on Flash and its security problems. What was fascinating about it was actually Adobe’s response to it. They bou...
3682 Views
6 requests
Salesforce CMO - Next Gen Platform • 3y
When we do competitive positioning, we try to take a holistic approach, examining companies across numerous areas. We put together a general overview focused on their ov...
1907 Views
5 requests
Salesforce CMO - Next Gen Platform • 3y
We’re able to stay organized and updated on competitors largely due to crowd-sourcing information. We have a Competitive Intelligence Slack channel that extends across te...
826 Views
3 requests
How often do you talk to customers, or do qualitative + VOC research?
Is it continuous or at specific campaigns?
Salesforce CMO - Next Gen Platform • 3y
Ideally, I think this should be systematic and conducted on a weekly basis in order to keep research fresh. Something Shopify does amazingly well is setting up time with...
1480 Views
4 requests
Salesforce CMO - Next Gen Platform • 3y
Google did a great job with this as they are rigorous when it comes to alphas, betas, and general availability. They conduct regular market research through the different...
1968 Views
3 requests
What's your approach to competitive differentiation?
How does this inform your core messaging, how do you enable sales to understand what makes you different/better, how do you know if it's working with your target buyers?
Salesforce CMO - Next Gen Platform • 3y
With messaging, the one thing that I always push my team to think about is what’s unique to Shopify that no one else can own. Can someone slap their brand on top and say ...
921 Views
2 requests
How do you obtain competitive intelligence on a competitor's product that has very little public-facing marketing around it?
I'm about to just call and ask them if they still sell it.
Salesforce CMO - Next Gen Platform • 3y
We typically begin by looking at their financial information, social media channels, and forums like Reddit to get a sense of what their customers are saying. We sometime...
1915 Views
3 requests