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Competitive Positioning

How do you effectively convey that competitive intelligence is a team effort, requiring input from all areas of the business, particularly customer-facing teams?

4 Answers

Linda Sonne-Harrison

Giant Stride Marketing Group President • October 6

The "effectively convey" language makes me think that sharing competitive intelligence is not part of your company's culture. That's too bad - the best way to make it clear that CI is everyone's job is for leadership to be the one setting the priority. Here are some more grassroots strategies. ......Read More

281 Views

How important is win/loss/churn research data to your overall KPIs? What percentage of your overall data comes from w/l?

2 Answers

Jeffrey Vocell

Panorama Education Head of Product Marketing • August 4

It's incredibly important! Not just the individual win/loss/churn reports, but aggregate data as well can be a foundation or validation for decision making. In past roles I've used this data to focus programs around: * Competitive Intelligence - This one is obvious, but one key output has b......Read More

949 Views

What are your top 3 methods for conducting effective competitive research?

9 Answers

Vanessa Thompson

Twilio Vice President Marketing • December 2

The outcome you are targeting with your competitive research plays a role in the efficacy of your research method. So have the outcome in mind before you start, that way you will already be on the path to success! Competitive positioning - There are plenty of tools around like Klue, that scrape ......Read More

1328 Views

What can we do if there's no Wave or MQ for our category?

6 Answers

Christine Tran

Quantum Metric VP, Product Marketing • July 28

This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) wr......Read More

1833 Views

How do you disseminate competitive positioning to your sales team?

12 Answers

Vikas Bhagat

Webflow Senior Director, Brand & Product Marketing • July 13

It really depends on the current understanding of that competitive positioning within my sales team. I usually work with Sales Enablement or frontline Sales Managers to create a bill of materials that would help inform the team on competitive positioning. Usually this includes but it varies o......Read More

1895 Views

How do you think about pricing and packaging as it relates to competitive positioning?

14 Answers

Chris Mills

Wrike Vice President Product Marketing / GTM • April 9

It depends on the competitive dynamics in your market. Are you the market leader or a new emerging alternative? What are the important buying factors in your market and with your buyers? Is price a primary buying consideration (hint: it often is not unless you make it that way)? It's always impor......Read More

1193 Views

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.

14 Answers

Marie Francis

Workday Senior Product Marketing Manager • October 24

The end game is for customers to choose your solutions and brand over the competition, so the most meaningful KPI is your win rate against against different competitors when you encounter them in deals. To measure that, you need to make sure your sales team is documenting who they encounter in ea......Read More

1129 Views

How do you systematically organize & update your competitive intel when there's so much new information that can flow in every day?

10 Answers

Marina Ben-Zvi

Atlassian Principal Product Marketing Manager • December 14

This is a great question because without a framework for competitive intel you’ll get overwhelmed and lost in the noise. Here’s a few tips to get started: 1. Define and tier your competitors. Every industry is saturated and you can’t track every competitor or alternative that your sales tea......Read More

823 Views

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

Is it continuous or at specific campaigns?

14 Answers

Joe Abbott

Brex VP of Product Marketing • 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

522 Views

What are some of the best practices and tools that you use to determine competitive positioning that you could recommend?

6 Answers

Ambika Aggarwal

Tremendous Head of Product and Corporate Marketing • September 23

The goal of competitive positioning is to own a space in the market that's yours by focusing on differentiated value. In order to fully be able to answer the question of what your differentiated value is or should be, you'll need to do some analysis. The following are key buckets that you'll need......Read More

770 Views

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