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

I love this question! Competitive insights are one of the fastest ways for PMM to earn a seat at the strategy-table and influence the roadmap table. In theory, competitive insights should be a key input to product decisions, but in practice, they often fall by the wayside due to limited resources and competing priorities on the product team. As the competitive pulse of the company, PMMs are well-positioned to deliver insights that other functions don’t have the time or perspective to uncover. Id ...Read More

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 features, and higher ranking in analyst reports, to name just a few. Something to consider is creating a table in a Google Doc or similar in which you list all the deliverables or types of insights you wil ...Read More

Making competitive research actionable requires more than just gathering intelligence—it needs to be prioritized, surfaced at the right moments, and directly tied to revenue-driving decisions. If research sits in a document or is lost in a Slack thread, it won’t influence deals or strategy. The key is ensuring insights are consumable, embedded into workflows, and continuously refined based on usage and impact. One way to make research actionable is to deliver it in the right format for the right ...Read More

Prioritizing competitive insights and making research actionable is crucial for product marketing success. Here are some things to keep in mind so your efforts are moving the right needles: Align with Strategic Goals: Ensure that your competitive research aligns with your company's strategic goals and product roadmap. Prioritize insights that directly impact your product's success or market positioning. Regular Cadence: Establish a regular schedule for competitive research. Set aside specific ti ...Read More

One of the ways I approach this is to reframe competitive research and intel gathering to be a prioritized part of my "always on" or "evergreen" activities as part of my weekly workflow as a product marketer- much the same as I would think about the process and work around understanding my customer. You run the risk of big blindspots when you cast this aside as a job to be done in service of promoting a launch or creating new positioning. Tactically, there are several ways to take smaller bites ...Read More

Competitive analysis should be a priority in the following environments:  When you’re actively losing market share or your win-loss rate is decreasing.  When your sales team is struggling and having head-on battles with competitors to win deals.  When prospects are asking about the difference between your product and a competitor’s… and your sales team can’t answer it.  When your company is looking to expand into a new market and you need to know which competitors may already be in that space.  ...Read More