AMA: Unbabel Former VP of Product Marketing, Sarah Din on Competitive Positioning
August 12 @ 10:00AM PT
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As with any other sales content, find out how your specific sales team likes to consume content. This will give you an idea of the format, as well as the channels in whic...
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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?
I believe competitive research should always be part of the process when you develop your core messaging, but it’s important to not get too hung up on your competitors, y...
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What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?
What is your philosophy when it comes to competitors?
Depends on how competitive your market is. You can create a list of competitors and create segments based on different variables that are important for your product or bu...
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Here are some ways I've tackled this with my teams: It is important to establish a cadence for your competitive research. How often is actually achievable based on your ...
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I honestly customize the framework for each company I work for, but over the year’s I've built my own since I never found anything existing that I really loved. If you wa...
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Most people talk about positioning and messaging under the same breath and interchangeably, but in fact, these are two very different things that have inter-dependencies....
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What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
Get your executive team aligned and bought in first - because you need them to champion this to the rest of the org, and to set the precedence by using your messaging re...
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How does one create a "positioning document?"
Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!
I like to keep these simple, and just use a single value proposition slide. Especially when it’s for an executive team. Here are the basic things to include: Who is our ...
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How do you get to creative, consistent and differentiated messaging?
Do you believe in brand positioning/purpose as a north star for messaging?
I did an AMA a while ago that went into detail on how to build differentiated messaging - this talks about a 7-step process that I have created and adapted for use over t...
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How does product and launch positioning and messaging differ?
This for companies with multiple feature-rich products that are being managed by a very small (i.e. 1-3) PMMs.
That is a great question! I like to have both. The core messaging should be for your overall company and product - this is the foundational messaging for how to talk abou...
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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.
This really depends on the actual goal of a CI program, but here are a few ideas: For the sales team: Competitive win rates (pre and post intel) Sales confidence on comp...
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