What framework can Product Marketing and Product use to share competitive insights to prioritize the product roadmap and achieve high adoption and usage rates?

I'm going to take this question in a slightly different direction and make a pitch for collaborating with Product (and many other teams) on a comprehensive "Understand Synthesis" as the basis for annual planning/roadmapping. This can be a transformative way for teams to generate better shared understanding and align on market research priorities for the next planning cycle. How it works: 1\ As a kick-off to annual planning, align with Product and other key stakeholders on the biggest questions y ...Read More

There are a few approaches I have found helpful here. A good ol' SWOT analysis may be what you need. This is a pretty common framework where you list strengths, weaknesses, opportunities, and threats for your own product, and a competitor's. Placing the two side by side can illuminate areas where your team should focus. Sometimes a feature comparison table is helpful if you need a more granular view of how you stack up against a competitor at the feature level. Here you can use a spreadsheet or ...Read More

Creating a synergy between teams to prioritize your product roadmap for optimal adoption and increased usage rates involves a series of strategic analyses and steps. Here are some key analyses that can help: Competitor SWOT analysis: Dive deep into understanding your product's strengths, weaknesses, opportunities, and threats in comparison to your competitors. This analysis empowers you to navigate the competitive landscape, capitalize on your strengths, and address areas for improvement. Compet ...Read More

There are three ways I’ve successfully achieved that in past roles: conduct win/loss analysis regularly. Don’t neglect the quantitative part and look at competition, win rates against each, losses due to functionality and what status quo/ tech stack / competition looked like there. Get in the habit of post launch retrospectives. Start them by looking at KPIs (good sources are product analytics, CS ticket volume, marketing/sales analytics) and ask questions - what should be done differently next ...Read More