Competitive Positioning

8 Answers
Christine Tran
Christine Tran
Quantum Metric VP, Product MarketingJuly 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
2087 Views
5 Answers
Linda Sonne-Harrison
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
284 Views
11 Answers
Marina Ben-Zvi
Marina Ben-Zvi
Atlassian Principal Product Marketing ManagerDecember 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
930 Views
14 Answers
Vikas Bhagat
Vikas Bhagat
Webflow Senior Director, Brand & Product MarketingJuly 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
2282 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.
15 Answers
Marie Francis
Marie Francis
Workday Senior Product Marketing ManagerOctober 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
1145 Views
6 Answers
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsJune 1
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
2302 Views
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!
10 Answers
Leonardo Vergani
Leonardo Vergani
McKinsey & Company Engagement ManagerJuly 29
Hey, Intercom published a blogpost with their templates for everything related to Product Marketing, including a Positioning template. You can read the blogpost here: https://www.intercom.com/blog/how-product-marketing-helps-build-product/ Specifically, the positioning template is availab...Read More
1717 Views
How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?
Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?
8 Answers
Jeff Rezabek
Jeff Rezabek
IRONSCALES Director of Product MarketingFebruary 27
If you're creating a two-pager sales enablement asset, always assume it will be shared externally at some point, so make it so that if it gets in the hands of a prospect, the branding is the same, and the information isn't confidential. Without knowing much about your product or audience, I woul...Read More
1422 Views
5 Answers
Christine Tran
Christine Tran
Quantum Metric VP, Product MarketingJuly 28
This is a great question and top of mind for me right now.  For your executives, their primary goal may be to get into a Forrester Wave or Magic Quadrant. Yes, that would be the ultimate win, but it can be a long game AND there are many other ways to measure success over the life of a program....Read More
1949 Views
17 Answers
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product MarketingFebruary 5
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
2026 Views