What is your process for creating a sound competitive position? What tools do you use?

Creating strong competitive positioning is part art, part science, with a bit of detective work. The key is to understand your customers, your competitors, and your unique strengths - then translate those insights into a compelling story that sets you apart.

Heres how I do it:

• Start with customer insights - The best competitive positioning starts with understanding your customers, not just your competitors. I dig into win/loss analysis, customer interviews, and sales calls to understand what really matters for them and why we win.

• Analyze the competition - I break down competitors positioning by:

  • Reviewing their website, product docs, and pricing pages

  • Checking G2/other review sites and blogs for real customer feedback

  • Signing up for their product to experience it firsthand!

  • Talking to industry experts or former employees for their insider perspective

• Create a feature matrix - I map out a side-by-side breakdown of our product vs competitors in an easy-to-digest way, including: key features, value behind each feature, where we win/lose against the competition

• Sales enablement - Translating research into actionable insights:

  • Battle cards with high level why we win and why we lose, objection handling, as well as customer win examples

  • Quick-reference TLDR slides for sales to use in live conversations

  • A Slack channel for competitive insights so teams stay in the loop