What is your approach to building, managing, and using competitive intel for product/ sales/ marketing strategies without dedicated resources?

For companies without dedicated resources for competitive intel/ analysis, how do you ensure its contribution to product development and/ or sales & marketing strategies? How should this be regularly practiced/ managed by PMMs?

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2 Answers

Sales Content

Vanessa Thompson

Twilio Vice President Marketing • 5y

This is a great question too. Competitive is one part of the “swiss army knife” of skills a product marketer needs in their skill belt (others being, storytelling/narrative building, relationship building, public speaking, data analysis, etc). My approach is that every product marketer needs to have a pulse on what is happening in their competitive environment. At Twilio, we currently don't have dedicated resources for competitive so we started at the macro-level and worked our way down. 1) Comp ...Read More

3,195 Views
Morgan (Molnar) Lehmann

SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 2y

We are lucky enough to have someone on our product marketing team dedicated to Competitive Intelligence today, but before she joined, this is how we approached it with shared resources: Our strategy team was in charge of broader market level analyses, while PMM produced research and content for specific competitors. Each PMM was responsible for a specific product area and persona. In many cases, those product areas aligned with specific competitors. For example, the PMM aligned to our market res ...Read More

1,442 Views

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