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What do you do for external-facing competitive assets? That is, assets (PDF, slide, etc.) that a sales rep can share with a prosect or customer to compare or differentiate their product from a competitor?

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4 Answers
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  1. Ryan Fleisch
    Ryan Fleisch

    Adobe Head of Product Marketing, Real-Time CDP & Audience Manager • 6y

    This is certainly a divisive topic. One school of thought is what I call “the Pepsi challenge” approach. That is, if you’re #2, you always mention #1, but if you’re #1, you never mention #2 (you don’t hear Coke bringing Pepsi into their ads, right?). While philosophically that might be the right approach, I believe the fact of the matter is you need to arm your GTM teams with targeted H2H approaches because that’s likely what the majority of their cycles entail. Do this with clearly defined inte ...Read More

    2,354 Views
  2. Calvina Cheng
    Calvina Cheng

    Suki AI Head of Product Marketing • 4y

    I’ve created competitive webpages in the past and that’s been a huge success with sales. Whether you make these webpages easily accessible on your website (top nav or elsewhere) is a good discussion to have with your growth team. These webpages are so useful to sales because any time they are asked about our (top x) competitors, they can easily bring up those pages, talk through the key differentiators, and then follow up with an email to share these pages with their prospects. Slides and/or one ...Read More

    4,810 Views
  3. Katie Gerard
    Katie Gerard

    Workhuman Head of Product Marketing • 4y

    I actually have a Competitive Intel PMM on my team who works on some of these materials. It can be helpful to use a CI tool if you have budget for this. At Klaviyo, we also have a Creative team that helps out with customer facing work but you can totally create this type of material on your own with access to Powerpoint. Just be careful with making claims against competitors in writing as there's always the risk they could respond with some legal action if you aren't totally buttoned up.

    895 Views
  4. Trevor Pyle
    Trevor Pyle

    Quantum Metric Sr. Director, Product Marketing & Strategy • 6y

    We do 'market analysis' reports for in-flight opportunities These are effective solution requirement documents that position you against a competitor without naming them. Naming the competitor in external documentation tends to commoditize your offering and box you into a budget line item (especially if you have a differentiated offering). These would be delivered to our champions so they can deposition competitors and build requirements around our unique offering.  You define in columns:  Key c ...Read More

    749 Views

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