All related (29)
Axel Kirstetter
VP Product Marketing and Sales Enablement, EISMarch 29
Given that you are resource constrained I would highly recommend you explore using CI software. There are a few out there. Do a little research. For $20k you can be up and running. Team up with Sales to fund it. In PMM you dont always need to own everything. You can have can also impact by facilitating the path to the solution.
Charlene Wang
Vice President & Head of Marketing, Fin.comApril 7
Great competitive analysis comes from access to the right information, meaningful insights into the data, and addressing the needs of sales in real-time.  From an information access perspective, it's important to find the right sources of information first and to do this efficiently. This should come from figuring out both what you can easily access from sources available to you (perhaps online research and analyst perspectives) and where it makes sense to put in th effort to dig out further information (for example, finding former customers or industry experts who can provide specific i...
Mary Margaret
Editor in Chief, Entertainment WeeklyMarch 11
If you are one person it is all about ruthless prioritization. That is the one thing that will make or break you and your efforts.  Through feedback from the team and from any data you might have, zero in on the core competitors (and restrict that number based on your bandwidth) that are going to be the most impactful and focus on those.  Then, in terms of keeping up to date more broadly, set up google alerts, subscribe to newsletters, to keep up with any breaking news in the space.  And every quarter or half, set some time to revisit the feedback and data to see if that core set o...
Amit Bhojraj
Head of Marketing, TransformApril 21
Considering your limited bandwidth, it is challenging to go broad. So, the answer, in my humble view, lies in "focus". When I think about competitive analysis, I usually think about one competitor that I call the "Next Best Alternative." The next best alternative may not always be a competing vendor. Your positioning (and messaging) should ideally focus on these 1-2 competitors. If you want to go broad, there are competitive intelligence platforms such as Crayon and Klue that you can use to track "changes" in the digital landscape and create integrations in your CRM or workflow tools that ...
James Winter
VP of Marketing, Spekit
Pat and Sean did a great job answering with some more tactical approaches so I'll be brief with a couple tips.    There are purpose built tools like Inkling that can be a great way to enable massive sales teams, but they require a ton of investment to do well. Webinars and quizzes are things that work well remotely. Salespeople are competitive so use that to your advantage.   If you have a massive sales team, you should also have the budget to get some outside help to help train them. I’d recommend hiring a professional services firm to make sure the training doesn’t consume all of your...
Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
You have several products with release dates next to each other and limited resources, so what do you do? Here’s how you can think of this: first, identify the releases with the highest ‘tier’ or ‘priority’ (classification of release tiers vary company by company). The highest priority feature is typically the one with the highest impact in the market and that should get more enablement focus.
Dave Kong
Head of Product Marketing, Scale AI
I know that this is sometimes an incredible challenge. I think the challenge specifically is around balance. A balance between: What are metrics indicative of your business / GTM goals? AND What you can control? This requires leadership buy-in from multiple groups — ideally they would understand Marketing and Product Marketing (this is not always the case!) Based on Your Goals, I would then identify metrics. Some examples below: * GTM / Revenue Initiatives —> Before and After Analysis (ideally based on something specific) * Content —> Content Metrics  * Support —> NPS 
Roopal Shah
Head (VP) of Global Enablement, Benchling
Your CMS (content management system) should have some sort of archiving parameters in place that should remind the PMM team when things get stale. With that said, all the reminders in the world won't matter if people ignore them, so I recommend you also have a "librarian" of sorts manage your content site - whether it's in a sales portal or in another tool, someone who is in charge of managing the site, tracking metrics, and also monitoring / organizing PMM when content needs to be refreshed/archived.  
Gregg Miller
VP of Product Marketing, Oyster®
Man, I love this question! As PMMs so much of our work only has impact if it has engagement from others, and the only way to get that engagement is by having credibility in the organization. This won't be a perfect list or exhaustive, but some things that come to mind are: * Take the time to understand their world: Get out in the field with them, get to know them over drinks, learn what customers are saying about how the product is/isn't meeting their needs, see how our assets do in the wild, etc. There's so many steps we can take to demonstrate we care, that we recognize t...
Charlene Wang
Vice President & Head of Marketing,
There's two parts to keeping all the above content up to date, including content creation and content delivery: * Content Creation: This is all about capacity planning of the Product Marketing team on the capacity of the team to update content vs. the amount of content that needs to be updated. First, you need to define what content must be kept up-to-date and how frequently these updates need to happen. For example, some product marketing content needs to be updated frequently (e.g. information about new products and/or features that have come out in each release), wher...