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Competitive Positioning

How often do you talk to customers, or do qualitative + VOC research?

Is it continuous or at specific campaigns?

12 Answers

Joe Abbott

Ramp Consultant • June 22

I think the only correct answer here is not as often as we'd like :) We typically rely on good old fashioned interviews and questions can vary depending on whether it's for customer references, beta product feedback, or buyer research. So, generally point in time. Customer inputs are critic......Read More

443 Views

How do you recommend communicating and sharing the competitor analysis with the team/stakeholders?

1 Answer

Jennifer Kay

Yelp Product Marketing Expert & Mentor • June 19

As a Product Marketing Manager , effectively communicating and sharing competitor analysis with your team and stakeholders is crucial for aligning everyone on the competitive landscape and informing strategic decision-making. Here are some recommendations for how to approach this: 1. Clearly ar......Read More

495 Views

Competitive insights is often a back burner to launches and other PMM work. Are their tips in prioritizing and making research actionable?

2 Answers

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 1

Good question. In my experience, the best way to prioritize competitive insights is to show there's a clear connection between the work and business results. This often comes in the form of improved win rate for the sales team, better messaging for the marketing team, prioritization of product fe......Read More

1972 Views

What ways do you gather competitive intelligence that are ethical and fair?

4 Answers

Sean Lauer

MURAL Former Senior Director, Product Marketing • February 16

There's nothing that says gathering intel in standard ways isn't ethical or fair. There are definitely some tactics that might straddle the line and a few that go way over the line that should obviously be avoided. I would rely on approaches that are very common, ethical, and effective: * Win/l......Read More

749 Views

How do you get competitive pricing and packaging information from B2B complex sales companies i.e not saas, and with components on hardware, software, business services

Like Industrial automation solutions, including costs for integration

2 Answers

Andrew McCotter-Bicknell

ClickUp Head of Competitive Intelligence • October 18

To be 100% honest, I only have experience in SaaS so I'm probably not the best guy to answer this question. But I would venture a guess that win/loss could still help here. You'd be amazed at the info you could access if you have a great relationship with prospects, buyers, customers, etc. ......Read More

547 Views

How do you differentiate market intelligence from competitive intelligence?

3 Answers

Scott Monroe

SurveyMonkey Director, Product Marketing • March 30

There is certainly an overlap between market and competitive intelligence, but they serve very different purposes. For me, market intelligence is more about understanding customer trends, preferences, behaviors, buyer personas, and even micro-economic forces in your particular industry. Compe......Read More

802 Views

Should you dissect your competitors by industries that are most bound to encounter them in?

4 Answers

Andrew McCotter-Bicknell

ClickUp Head of Competitive Intelligence • October 18

That's one way you can segment competitors. A few others you may want to consider: * Persona that's most likely to purchase the competitor * Company size that's most likely to purchase the competitor * Cost of competitor * Region where the competitor is most popular * Products that the comp......Read More

734 Views

How much attention are you putting on direct competitors and how does the compete programs look like at Atlassian?

1 Answer

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 1

We are always looking at the competition and assessing their moves. Having said that, we don't obsess about it. This means there's gotta be a balance between what the market is doing vs what your own plans should be. Too much outside focus and you are just copying and following someone else, but ......Read More

1817 Views

How do you recruit test subjects from your ICP (that aren't yet your customers) for preference tests?

2 Answers

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 1

This is tricky, especially if you are a startup or strapped for cash. I have reached out to people via Linkedin asking for help to validate a specific product or feature and have also seen other companies to the same. If you have the budget, hire an outside market research firm to help with it. A......Read More

1856 Views

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?

14 Answers

Thomas Dong

NetSpring VP of Marketing • December 9

There are many stakeholders when it comes to competitive intelligence and aligning messaging and product strategy with competitive differentiation. I have found an effective model where PMM is the the driver, although any of the contributors could also drive. Regardless, it is a joint effort acro......Read More

859 Views