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Marina Ben-Zvi
Principal Product Marketing Manager, Atlassian
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Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 15
I’ve found the top 3 sources of competitive research to be: * Peer review sites. G2 and other review sites are the best source of information because it comes straight from the users. Even though most reviews will be positive, pay close attention to the low star reviews and what custom......Read More
2470 Views
Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 15
Positioning (which by definition is competitive positioning since it carves out a place in the market where you are the clear winner) is your strategy. It defines who you're for and how you'll win. As a result, not only pricing and packaging but your marketing strategy, product roadmap, partners......Read More
1815 Views
Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 15
There are a lot of great frameworks out there and they all have common elements. I recommend reviewing a few and customizing to what’s relevant and actionable for your company. I like to include: * our differentiated POV * positioning statement (internal-facing) * tag-line * brand personalit......Read More
1416 Views
Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 15
To determine the competitive position in which you’re a clear winner and have unique strengths, try the following: * SWOT analysis * Competitive map plotted against two axis of the main attributes/values that matter to your CUSTOMERS, not your company * Customer/Company/Competitor values v......Read More
874 Views
Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 15
Love this question, because if sales doesn’t use your competitive intel then what’s the point of investing time at the expense of your other competing priorities. A few things I recommend: * Work with your sales leaders and sales enablement (if you have sales enablement) to determine the bes......Read More
859 Views
Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 15
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
823 Views
Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 15
Competitive differentiation is what forms your positioning and what you build your messaging around. With how crowded every market category is now its essential to nail your differentiation and then communicate it through your messaging and the rest of the go-to-market. Enabling sales effectivel......Read More
497 Views
Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 15
Similar to an earlier question: (1) define and tier your competitors, (2) determine the competitive assets you need, (3) set your cadence, (4) invest in a Competitive Intelligence platform, and (5) block off an hour or so weekly to review competitive updates. For competitive intelligence to be f......Read More
381 Views
Credentials & Highlights
Principal Product Marketing Manager at Atlassian
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Pricing and Packaging, Competitive Positioning, Market Research, Messaging, Customer ......more