How can we better articulate our unique value proposition compared to key competitors?
1 Answer
Eric Bensley
Asana Head of Global Product Marketing • August 1
There's a lot of ways to do this but the one you MUST do is win loss interviews. Focus group testing and stage presentations do not validate you have a differentiated value prop compared to competitors. If you're strapped for people resources, there are many companies out there that can do win loss interviews for you. These interviews do a few things that you can't get elsewhere:
-Raw answers and insights, not influenced by any agenda other than being honest.
-They are timely and change based on the given quarter's macro environment.
-They're hard to argue with and stand out from the various opinions we take internally.
1123 Views
Top Product Marketing Mentors
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
April Rassa
Clari VP, Solutions Marketing
Susan "Spark" Park
Monzo Director of Product Marketing
Leah Brite
Gusto Head of Product Marketing, Employers
JD Prater
AssemblyAI Head Of Product Marketing
Jeff Hardison
Calendly VP of Product Marketing
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo
Related Questions
How do you keep competitive, personas, and market research info up-to-date and moving from product marketing to sales materials?How do you work with the Product team to get them to commit to a roadmap? How do you "sell" them the idea that it is important?How do you communicate long-term product vision and roadmap in a way that excites and motivates the sales team?How do I figure out a schedule for our revenue kickoff where marketing, sales, and customer success are all together?When launching a significant sub-product (e.g. an enterprise version of an existing product) how do you strike the right balance of enabling your sales team without bombarding them with dizzying details?How to enable sales team who are not organized by verticals on vertical content?