Is competitive positioning an output of a feature or a marketing story?
I see a lot of battles between start-ups about similar features/products; I myself have tried to position our product with a differentiated story not always backed by features.
What's the ideal approach? Where does one draw the line?
7 Answers
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
I think you've taken the right approach! I would never recommend only building out your positioning based on features or products. You need a full, compelling story which...
1716 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Competitive positioning is neither just an output of features nor purely a marketing story—it’s the strategic intersection of product differentiation, customer perception...
449 Views
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Replicant Head of Product Marketing • 1y
Good competitive positioning IMO has to do both. Grounding your competitive positioning in features as the tangible, objective capabilities of your product is important. ...
947 Views
ServiceNow Product Marketing Lead | Formerly Freshworks, ServiceMax • Fri
Here is how I think about competitive positioning: it is never just a feature story. And here is why: Features alone don't get market shareIf your positioning is an outpu...
78 Views
Brex Sr. Product Marketing Manager, Financial Product | Formerly Mercury, Capital One, Disney, Techstars • 2y
Here's my two-cents: Your feature/product will always have the same competitors. You may see additional competitors in deals as you create new products/features AND these...
201 Views
I would say it's both. Competitive positioning attracts customers who resonate with your approach and empowers sales teams to highlight key differentiations effectively. ...
220 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
Everything is a marketing story when it comes to communicating with customers. ;) Competitive positioning should be an output from competitive analysis. If you’re not see...
1110 Views
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