Competitive Positioning
35 Answers
Mary (Shirley) Sheehan
Adobe Head of Lightroom Product Marketing • September 13
I’ve had the best success with easy to digest “competitive battlecards” for sales. The simpler, the better. They should give basic company info, pricing, and how to handle objections. For larger sales teams, these are a great reference point for them to use on the phone. The ultimate goal of ......Read More
2277 Views
12 Answers
Chris Mills
Wrike Vice President Product Marketing / GTM • April 9
It depends on the competitive dynamics in your market. Are you the market leader or a new emerging alternative? What are the important buying factors in your market and with your buyers? Is price a primary buying consideration (hint: it often is not unless you make it that way)? It's always impor......Read More
871 Views
7 Answers
Vanessa Thompson
Twilio Vice President Product Marketing • December 2
The outcome you are targeting with your competitive research plays a role in the efficacy of your research method. So have the outcome in mind before you start, that way you will already be on the path to success! Competitive positioning - There are plenty of tools around like Klue, that scrape ......Read More
1106 Views
3 Answers
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 1
The biggest mistake is to focus on what the competitor does versus what the customer cares about. Don't start with what the competition is doing or not doing, start with what specific customer needs are not being met by the current players, and find better ways to serve them. Another common issu......Read More
1894 Views
1 Answer
Jesse Lopez
Brex Product Marketing Lead - Travel and Expense Management • July 5
Three types of research should inform any competitive and market intelligence program: * Internal resources and intelligence, such as sales calls and win-loss analysis, are great for identifying high-level competitive and market insights. I typically use these resources to identify areas ......Read More
517 Views
9 Answers
Vikas Bhagat
Webflow Senior Director, Head of Product Marketing • July 13
It really depends on the current understanding of that competitive positioning within my sales team. I usually work with Sales Enablement or frontline Sales Managers to create a bill of materials that would help inform the team on competitive positioning. Usually this includes but it varies o......Read More
984 Views
3 Answers
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 20
Use "trap setting questions." Craft a question for the customer to ask your competitor that will expose the lacking functionality. In extreme cases you could send a video showing that the competitor doesn't do what they say. good luck!
763 Views
How do you obtain competitive intelligence on a competitor's product that has very little public-facing marketing around it?
I'm about to just call and ask them if they still sell it.
16 Answers
Joe Abbott
Ramp Consultant • June 22
This is a really great question. For stealth products that are competitive in your sales cycle, it's worth asking your sales team to try to gather information from prospects that are evaluating your competitors. Alternatively, you can dig around the internet - suprisingly, Twitter threads and......Read More
518 Views
9 Answers
Marina Ben-Zvi
Productboard Sr. Director, Product Marketing • December 14
This is a great question because without a framework for competitive intel you’ll get overwhelmed and lost in the noise. Here’s a few tips to get started: 1. Define and tier your competitors. Every industry is saturated and you can’t track every competitor or alternative that your sales tea......Read More
478 Views
4 Answers
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 20
Win/loss interviews have consistently been one of our richest sources. Also, plugging into active deals where we support the sales team (we use Gong and CRM to get alerts on which competitive deals we should help with).
726 Views