Alex McDonnell

- Market Map: Overall visual landscape of our competition. Where does everyone play, where are they moving? - Battlecards: Tells Sales/CS what to say when delivering comp...

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...

Web tracking tools like Crayon and Klue help us curate intel from the web, and Slack gives us a constant feed of discussion where people around the company share insights...

Our competitive differentiation is central to our overall company/product positioning. They're almost the same thing. We have a high-level view of our position in the mar...

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...

All the time, through a mix of continuous and specific pointed research. Our Research teams owns some always-on research work such as our NPS survey or Brand Tracking sur...

The narrative is a huge part of positioning. That's what frame your product's actual capabilities and determines which criteria are relevant or irrelevant. That said, I d...

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...

For me: Positioning: overall strategy of who we serve and how we do it better than the other major options Messaging: language and themes we use to communicate Positionin...

The goal of our work is to help our company build and express our competitive differentiation. A competitor is anyone who has a similar value prop for the same audience. ...