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20 Answers
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product MarketingDecember 6
This is a great question because: fortune favors the focused. In our world, there are thousands of SaaS offerings on the market. Many offer competitive products and capabilities to us. However, only a select few come up frequently in head-to-head deals where win-rate meaningfully impact our perfo......Read More
1938 Views
Agustina Sacerdote
Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDALMarch 24
The competitive set is defined by your audience, not you. And it changes all the time. At Square, we compete against anything that enables anyone to participate in our economy, not just other POS companies. The "Jobs to be Done" framework is helpful here - anything (tool, company, resource) that ......Read More
1817 Views
John Hurley
John Hurley
Notion Head of Product MarketingFebruary 3
Here is the competitive intelligence mission statement I've used for several years (repeat from previous post but will add more detail).  “Define ourselves based on problems we solve and value we provide, not your competition. But also equip ourselves to stand out from competition and win agai......Read More
1520 Views
Scott Monroe
Scott Monroe
Momentive (SurveyMonkey) Director, Product MarketingMarch 30
I've found that there's a tendency in B2B SaaS to have some people in the org get concerned over every new "competitor" in the market. You can't allow this to affect your strategy because most SaaS tools and solutions today have a lot of competitors.  When I think about who my true competitors t......Read More
721 Views
Alex McDonnell
Alex McDonnell
Airtable Market Intelligence LeadSeptember 20

The goal of our work is to help our company build and express our competitive differentiation. A competitor is anyone who has a similar value prop for the same audience. Not necessarily the same solution. Even if a customer could feasibly use both, we might still be "competing!"

335 Views
Jameelah Calhoun
Jameelah Calhoun
Eventbrite Global Head of Product MarketingMarch 9
Thanks for asking this question. The exercise of defining your competitive set is a critical, but at times under-emphasized aspect of conducting research. There are three primary modes for competitive research: 1) optimization, 2) growth and 3) exploration. 1) Optimization is the most narrow mod......Read More
652 Views
Andrew McCotter-Bicknell
Andrew McCotter-Bicknell
ClickUp Head of Competitive IntelligenceOctober 18
1. Revenue impact 2. Product innovation I used to only focus on the first point. That's an important one—and if you have limited bandwidth, I'd recommend you start there first. These are the vendors that are impacting your sellers' win rates. They're likely the more well-known vendors in your......Read More
304 Views
Katie Gerard
Katie Gerard
Klaviyo Director of Product MarketingApril 27
I typically think of direct competitors as being other players in the same category of my org that are going after an overlapping share of wallet with an overlapping group of target customers. You may also spend time on your indirect competitors or even substitute products, but you're much less l......Read More
451 Views
Vikas Bhagat
Vikas Bhagat
Webflow Senior Director, Head of Product MarketingJuly 13
"Competitor aware, customer obsessed" is something that I've internalized when thinking about competitors. Competitors are a good thing - it validates your space, your product-market fit and the market opportunity. The key is balancing the focus on competitors and the focus on customers. It can b......Read More
337 Views
Ambika Aggarwal
Ambika Aggarwal
Culture Amp Director of Product MarketingSeptember 23
For smaller teams that may not have a built out CI team or CI PMM it can get tough to manage competitive research, positioning, creation enablement and dissemination of assets on top of everything else that you're doing as a PMM. This is why my philisophy is to really prioritize your top tier com......Read More
292 Views
Joe Abbott
Joe Abbott
Ramp Head of Product MarketingJune 22
This one is tricky because I think there's a tendency to want to boil the ocean and do everything for every competitor. Some combination of market research and competitive win/loss analysis should help you create a few different tiers of competitors. My rule of thumb is no more than 3 competitors......Read More
349 Views
Daniel Palay
Daniel Palay
3Gtms Head Of Product MarketingMarch 30
Interesting question about how I define "compeititor" in and of itself. I tend to look at competitors as barriers that keep people from buying the product I'm selling. Sometimes its a comparable product, sometimes it's an alternate type of solution and sometimes it's nothing at all. The question ......Read More
561 Views
Harsha Kalapala
Harsha Kalapala
AlertMedia Vice President Product MarketingJuly 7
There are a few types of competitors to think about: Tier 1: Prime Competition - Those who compete for the same dollars for a very similar product. You often end up in feature battles with them and eat each other’s lunch. They look very similar to your offering in the eyes of prospects. They e......Read More
299 Views
Sarah Din
Sarah Din
Quickbase VP of Product MarketingAugust 12
Depends on how competitive your market is. You can create a list of competitors and create segments based on different variables that are important for your product or business. For instance direct competitors vs indirect competitors, Or competitors by vertical, or competitors by use case, etc. ......Read More
390 Views
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesApril 13
My primary philosophy around competitors is a little different than most: focus 80% of your energy on what makes you great as a product or service, and the rest on what anyone else is doing.  I've worked in duopoly markets (speech IVR in the contact center), highly fragmented markets (enterpri......Read More
336 Views
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingMarch 23
'I think a competitor is anyone who is in or adjacent to your space. Said another way, a competitor is a vendor that can cause confusion or slow down your sales cycle for some reason. There are a few different types of competitors: * Main competitors - the ones who you are competing with head o......Read More
415 Views
Axel Kirstetter
Axel Kirstetter
Guidewire Software VP Product MarketingMay 23
I think of competitors in two ways. 1. alternatives. Excel the classical example here. An alternative way of achieving the same 2. similar / same product offerings targeted at the similar / same buyer. This last part around targeting and segmentation is important. Tesla and F150 are both electric......Read More
393 Views
Sophia (Fox) Le
Sophia (Fox) Le
Glassdoor Product MarketingSeptember 27
In the most simpliest terms, a direct competitor is solving a simliar or same pain point as you are. One goal in conducting a competitive analysis as part of your market research is to identify points of differentiation and keeping a pulse on what's working (or not) in market. You can produce hel......Read More
340 Views
Sean Lauer
Sean Lauer
MURAL Senior Director, Product MarketingFebruary 16
A competitor is anything that can be substituted for the value that your product offers. Sometimes, that's a product with a very similar feature set. Sometimes, it's a product that is designed for a different purpose, but people are using it (poorly) to solve for your product's value prop. And in......Read More
470 Views
Kevin Garcia
Kevin Garcia
Retool Head of Product MarketingJune 24
I think competitors are important, but developing your own unique perspective of who you are, what makes you different, and who you serve is 10-100x more important. A short-ish anecdote: I used to work at AdRoll, which helps small businesses advertise on Google, Facebook, and everywhere else (......Read More
298 Views