What are the top documents you create when working on Competitive Positioning programs?
14 Answers
Kit.com Head of Marketing • 3y
Some key documents that my teams have implemented for competitive positioning are starting with data gathering on points such as: key value props, feature set, target cus...
10208 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
A few key documents that you should have: Research Document - For me, this has always been internal and been a way for me to store insights, data, or any resources on a ...
2174 Views
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Airtable Director, Compete & Partner Marketing • 3y
- Market Map: Overall visual landscape of our competition. Where does everyone play, where are they moving? - Battlecards: Tells Sales/CS what to say when delivering comp...
5054 Views
Apollo.io Head of Competitive Intel • 3y
There are a few documents that I maintain over time: Competitor product releases for the Product team (updated monthly) Competitive battlecards for the Sales team (updat...
2207 Views
HubSpot Senior Director of Product Marketing • 3y
There are a few rinse and repeat assets that work well for us in competitive. For products with a significant rep-assisted motion, having competitive comparison cards hel...
5279 Views
Salesforce CMO - Next Gen Platform • 3y
When we do competitive positioning, we try to take a holistic approach, examining companies across numerous areas. We put together a general overview focused on their ov...
1893 Views
Splunk Sr. Director, Product Marketing - Observability • 1y
Let me share the elements I've found to be most useful for competitive positioning materials like battle cards. While this may be geared toward a sales team, if done well...
783 Views
Datadog VP, Product Marketing | Formerly Salesforce, Attentive • 3y
I think there are a couple of different docs that I would use, depending on the audience (internal, external) and the competitor (are you ahead, behind) INTERNAL resourc...
937 Views
Watershed Global Head of Product Marketing & Communications | Formerly HubSpot • 3y
Here are my go-tos for competitive positioning: A competitive overview deck that speaks simply and directly to our positioning in the field and our most defensible diffe...
3307 Views
Replicant Head of Product Marketing • 1y
There's a few documents I've found consistently valuable for CI programs. Competitive battlecards for customer-facing teamsProduct deep dives: typically done for product ...
1796 Views
ServiceNow Director, Product & Solutions Marketing • 3y
There are a few things that have worked for me and my teams at various places in my career: Having a dedicated Competitive Intelligence team or lead makes a massive diff...
1603 Views
Instruqt VP of Marketing | Formerly Mural, Twitter, Anheuser-Busch InBev • 3y
The most important resource for competitive positioning is battle cards. It's the best summary and most actionable document (or group of documents) that can drive impact ...
719 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 2y
I recommend three documents. 1. an inbound competitive document, covering things like product differentiators, win/loss analysis, pricing and type of open roles. 2. a sep...
489 Views
Sauce Labs Group Manager, Product Marketing | Formerly Twilio • 1y
When it comes to competitive positioning, it’s all about making insights actionable. The best research is useless if your team doesnt know how to apply it. Here are my go...
554 Views
Related Questions
What are some of the best practices and tools that you use to determine competitive positioning that you could recommend?What is your process for creating a sound competitive position? What tools do you use?How does competitive positioning relate to general positioning? What frameworks do you use to help the company understand the difference? How do you differentiate when competitors constantly copy new products and features?What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?How do you think about competitive from a PLG/self-serve standpoint and where its most effective?