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What resources help you gather competitive intelligence about other vendors? How do you compare your product features with those of others?

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3 Answers
Messaging Strategy
  1. Andy Yen
    Andy Yen

    ServiceNow Global Partner Marketing Director • 3y

    I've worked in enterprise tech for most of my career (SAP, Oracle, ServiceNow). To be honest, I think the biggest competitor that I've always come across is the status quo (doing nothing) since there are so many influencers and decision-makers in an enterprise tech sales cycle.  Here are the main sources I use to keep informed on what's going on in the market. Stratechery - great podcast on all things tech  WSJ + Bloomberg - I pay for both of these to stay informed on what's going on in the worl ...Read More

    2,819 Views
  2. Ruth Juni
    Ruth Juni

    Demandbase Director of Product Marketing • 3y

    For competitive intelligence, I use several sources: Competitor's website YouTube Past customers Review sites Analyst reports I look at how they position their products and portfolio and compare that to our products and positioning. I try to see where our product features may differ and where we differentiate. I also try to build out feature comparison charts so we can see exactly where there are gaps between our offerings. Typically I will build out a competitive deck which includes objection h ...Read More

    501 Views
  3. Jeff Rezabek
    Jeff Rezabek

    Workyard Director of Product Marketing • 3y

    If you don't have access to a tool like Klue and need to gather competitive intelligence manually, here's what I'd do: Set up a Feedly feed to monitor your competitors' blogs, news, etc. Set up google alerts to you're notified when they are mentioned (this might get overwhelming if there are a lot of competitors) Follow competitors on social media At least quarterly, you should do a deep dive where you go through their entire website to see how their messaging is changing, what they are hiring f ...Read More

    524 Views

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