What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?
I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.
Ultimately, the change in win rate against that particular competitor before vs. after your CI project. There are sub goals and metrics to unpack here: QoQ change in ...
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Postscript Vice President Of Product Marketing • 1y
Rule #1 of Competitive Intelligence is to tie it directly to revenue. By doing that you uplevel it from being seen as a research project to something that drives specific...
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This really depends on the actual goal of a CI program, but here are a few ideas: For the sales team: Competitive win rates (pre and post intel) Sales confidence on comp...
917 Views
HubSpot Senior Director of Product Marketing • 3y
Competitive win rate! This requires reps to record (and for your CRM to have a field for) competitor (existing -rip and replace - or exploring - head to head). This is th...
4400 Views
Webflow Chief Marketing Officer • 3y
Terrific question! A few metrics that are key to competitive intel: Competitive Intel 101 Metrics 1. Sales engagement -- Is your sales team using the competitive content ...
1200 Views
Ironclad VP of Product Marketing • 4y
1. Sales confidence - While not a metric measured in SFDC, you can work with enablement to craft a pre and post sales confidence metric to assess how confident reps feel ...
693 Views
Apollo.io Head of Competitive Intel • 3y
Competitive win rate is a great north star goal. But it can be challenging to accurately impact that in a positive way in a short amount of time. A couple other KPIs I'v...
974 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
It's great to see companies putting more emphasis on measuring this. It's definitely a challenge, but if competitive investments aren't measured, it's less likely they'll...
642 Views
Airtable Director, Compete & Partner Marketing • 3y
For the Sales side, you can look at: - competitive win/loss rates - win rates of deals that used competitive support or resources vs. did not - ultimately, market share o...
1020 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
Love this question! I'd think about it in terms of outcomes, and effectiveness. So I'd look at metrics like: Competitive Win Rates Usage - To be clear, I like to look...
552 Views
Watershed Global Head of Product Marketing & Communications | Formerly HubSpot • 3y
I'm a fan of tracking closed-won rates against a top competitor. It's a good long-term trend to tell if your positioning is working and your product is growing stronger ...
1017 Views
Instruqt VP of Marketing | Formerly Mural, Twitter, Anheuser-Busch InBev • 3y
Teams should be tracking win/loss rates vs specific competitors. This information is most easily gathered and tracked via the sales team (or possibly solutions eng) and s...
601 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
You're right this is difficult to measure but I would suggest two things. First, if you have created battlecards for each competitor, you should be able to measure views ...
739 Views
Workday Senior Product Marketing Manager • 7y
The end game is for customers to choose your solutions and brand over the competition, so the most meaningful KPI is your win rate against against different competitors w...
1204 Views
Amazon Product Marketing at Fire TV (Smart TVs) • 4y
Another great question, thanks! I have been in a few roles where my job was to provide market data, competitive intelligence etc to other teams (CEO, Product, Sales etc) ...
1038 Views
Related Questions
What are the KPIs you’re focusing on?What is the most effective way to manage competitive intel in a B2B-scale-up organization that scales to the new markets? What challenges do you encounter with tracking KPIs?How do you handle KPI formulation?How do you show Product Marketing's impact on metrics that are shared with another function?For PMM teams that report in to marketing--what sort of demand gen KPIs does your team have?