How does competitive positioning relate to general positioning? What frameworks do you use to help the company understand the difference?
7 Answers
Watershed Global Head of Product Marketing & Communications | Formerly HubSpot • 3y
Competitive posititioning is a core element of product positioning. The primary architecture of brand and product-level positioning comes down to this: Audience: Who are...
1446 Views
Workhuman Head of Product Marketing • 3y
Competitive positioning is basically a zoomed in version of your overall positioning. If you think of a competitive matrix, your overall positioning puts you on the map. ...
714 Views
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Adobe Sr Director of Product Marketing, Creative Cloud • 2y
Positioning reflects what your company uniquely provides a specific audience in a particular market. It shouldn’t require multiple facets like general and competitive po...
1709 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
Ideally you are not basing your overall positioning based solely on how your competitors position themselves. That said, you (or more likely sales) will inevitably be ask...
719 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 2y
When your company only has one product, the product positioning is the company positioning. The next growth phase would be a portfolio of products. Say we are are the pro...
460 Views
Coro S.Director of Corporate & Product Marketing | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet,Coro • 3y
These aren't different things. Competitive is part of overall positioning. Product positioning should include evidence, details and decisions based on: - Competitive i...
546 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
Both competitive positioning and general positioning start with the customer in a specific target market and the problem they face. Dig deep into the problem and understa...
1086 Views
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