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...
10585 Views
BFC Software 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 ...
2178 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...
5716 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...
2625 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...
5792 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...
1907 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...
790 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...
951 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...
3319 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 ...
1802 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...
1614 Views
AUGMENTT VP of Marketing | Formerly Instruqt, 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 ...
721 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 3y
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...
491 Views
Vanta Group Product Marketing Manager | Formerly Twilio, Sauce Labs • 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...
556 Views
Related Questions
What competitive positioning frameworks have worked best for you?What do you think are the most important things to focus on when you're writing competitive positioning and messaging?How does one create a "positioning document?"What are some of the best practices and tools that you use to determine competitive positioning that you could recommend?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?