AMA: Splunk Sr. Director, Product Marketing - Observability, Michael Olson on Competitive Positioning

It's a great question. So much of my thinking on competitive positioning focuses on enabling my sales teams to be able to differentiate in competitive sales cycles. But w...

Generally speaking, I think buyers are skeptical of "first", "only" or "best at" claims from vendors. I prefer to take a softer tact in messaging by acknowledging competi...

Let me share the elements I've found to be most useful for competitive positioning materials like battle cards. While this may be geared toward a sales team, if done well...

Great question. I'd encourage you to think about pricing and packaging as powerful tools for competitive differentiation. In any economy, selling on value is a winning st...

I shared a similar response to a separate question, but positioning is such a nebulous and somewhat vaguely understood topic by product marketers and product managers, th...

Other than building a good product that solves real problems for customers, positioning is probably the most important thing to get right, because it's so strategic and f...

Short answer: a lot. And unless you are either 1) truly bringing new-to-the-world products to market or 2) already the clear, undisputed market leader in an established c...

I'm not an expert, but here are 3 practical ways that I make time for competitive research as part of my day-to-day work.Competitor websites, mailing lists and product do...