Competitive Positioning

6 Answers
Christine Tran
Christine Tran
Quantum Metric VP, Product MarketingJuly 29
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
1498 Views
12 Answers
Vikas Bhagat
Vikas Bhagat
Webflow Senior Director, Head of Product MarketingJuly 14
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
1479 Views
14 Answers
Chris Mills
Chris Mills
Wrike Vice President Product Marketing / GTMApril 10
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
1065 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
Marie Francis
Workday Senior Product Marketing ManagerOctober 25
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
1125 Views
10 Answers
Marina Ben-Zvi
Marina Ben-Zvi
Productboard Sr. Director, Product MarketingDecember 15
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
693 Views
14 Answers
Joe Abbott
Joe Abbott
Brex VP of Product MarketingJune 23
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
503 Views
6 Answers
Ambika Aggarwal
Ambika Aggarwal
Culture Amp Senior Director of Product MarketingSeptember 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
646 Views
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.
10 Answers
Marcus Andrews
Marcus Andrews
Pendo.io Sr. Director of Product MarketingJune 26
Product marketing is often defined as the people who position the products, but I think it's as equally important (especially as you grow bigger) that Product Marketing is also the most cross functional role in marketing. Creating alignment, securing buy-in, and building momentum around a launch ......Read More
4184 Views
5 Answers
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsJune 2
The biggest mistake is to focus on what the competitor does versus what the customer cares about. Don't start with what the competition is doing or not doing, start with what specific customer needs are not being met by the current players, and find better ways to serve them. Another common issu......Read More
2073 Views
16 Answers
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product MarketingFebruary 6
I like the positioning doc to address your audience need, how do you stand out / differentiated, what do you provide and white space. For example, if you have customer need, you can easily come up with the FOR and WHO; if you have white space, you can fill in the UNLIKE; and if you have unique ca......Read More
1897 Views