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At what point do you consider competitive information in your messaging?

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5 Answers
Messaging Strategy
  1. Jon Rooney
    Jon Rooney

    Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y

    You need to consider competition before you even start your messaging. For me, messaging should build off of positioning and a strong positioning statement should encapsulate differentiated product strategy, including how this thing we’re offering is better than other stuff that’s out there. That’s how you keep your messaging from sounding vague and generic and ensure your company has a point of view on a space and problem set. I’ve seen a bit of a trend recently where PMs, especially, don’t wan ...Read More

    1,152 Views
  2. Michael Peach
    Michael Peach

    Rimsys Regulatory Management Software VP of Marketing • 5y

    I think there are two ways to look at this. One is differentiation. What, specifically, does your product or company do that's different from other/existing solutions. This should always key component of messaging. It's the answer to "why us?". Intro presentations close on key differentiators, it's the points you work into the demo script, etc. Where I'd caution is getting too concerned with specific competitors as you build messaging. That can narrow your focus, and ultimately make you look sma ...Read More

    908 Views
  3. Francisco M. T. Bram
    Francisco M. T. Bram

    Chewy Senior Director, Head of Global Marketing • 6y

    It all depends on your intent, your market and your business operational setup. With regards to intent, you can use competitive information to inform your unique and differentiating features and solutions. This can certainly help you craft a more compelling narrative that uniquely stands out. I would however, never mention the competition in your broad narrative. I would use it only to inform what solutions you can focus on that will help you differentiate your product or brand. If you do intend ...Read More

    1,628 Views
  4. Sophia (Fox) Le
    Sophia (Fox) Le

    Glassdoor Director, Product Marketing • 5y

    During the development of the value proposition and/or positioning statement stage is when I start to incorporate competitve information in messaging. Once it is clear where we can win or differentiate, then it is highlighted in the statement and validated/proven in the reasons-to-believe and proof point stage.

    698 Views
  5. Will Davis
    Will Davis

    CData Software Chief Marketing Officer • 4y

    Check out my answer above on how to weave competitive into your messaging. 

    Whether your working on messaging for a company, product, GTM motion, campaign, etc.. I think you should always weave in competitive positioning into it. Whether positioning against a vendor or against the status quo...it should live there. 

    364 Views

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