Ambika Aggarwal

Ambika Aggarwal

Director of Product Marketing , Culture Amp

AMA's

Content

Ambika Aggarwal
Director of Product Marketing
The goal of competitive positioning is to own a space in the market that's yours by focusing on differentiated value. In order to fully be able to answer the question of what your differentiated value is or should be, you'll need to do some analysis. The following are key buckets that you'll need...more
Ambika Aggarwal
Director of Product Marketing
Honestly, with the rise of tools like Gong you don't even need to necessarily ask your reps to join in on customer calls. If there are specific questions you want to ask you can always ask your rep to weave it into the call, or ask your AM or CS rep to schedule a call with an existing customer to...more
Ambika Aggarwal
Director of Product Marketing
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 in navigating competitive conversations.  2. Competitive win rate - You're likely already measuring win rate, but competitive ...more
Ambika Aggarwal
Director of Product Marketing
The key to getting adoption is to make sure you first get executive alignment along with bringing those teams (sales, marketing, product) along for the journey . As you're creating your positioning and messaging make sure you're getting sales, product, and marketing feedback. That way when you ro...more
Ambika Aggarwal
Director of Product Marketing
For smaller teams that may not have a built out CI team or CI PMM it can get tough to manage competitive research, positioning, creation enablement and dissemination of assets on top of everything else that you're doing as a PMM. This is why my philisophy is to really prioritize your top tier com...more
Ambika Aggarwal
Director of Product Marketing
You'll want to create materials that you can package up and disseminate via a central hub like Highspot, Seismic, Showpad, Confluence etc. When you roll this out make sure you lead with "what's it in for them?" (faster deal cycles, higher ACV, etc)  It depends on who you're trying to enable (AEs...more
Ambika Aggarwal
Director of Product Marketing
You'll need to have both 1) Your core positioning and messaging doc at the overall company and product level and then 2) Your GTM plan for the new feature which includes messaging and positioning for that particular launch.  For any launch, you'll also need to come up with a tiering structure an...more
Ambika Aggarwal
Director of Product Marketing
Here's what I like to put into a positioning doc:  1. What market are we in ? How big is this market (TAM)? What's our serviceable obtainable market (SOM) ? 2. What does the competitve landscape look like?  2. Who are our customers? (buyer personas) 3. What challenges do they face? (key pain ...more
Ambika Aggarwal
Director of Product Marketing
Competitive differentiation should make up the pillars of your messaging and value proposition. The reason being is that most markets are crowded and customers can choose from many alterntatives, so your differentation needs to be clearly articulated across the buyer's journey. To understand your...more
Ambika Aggarwal
Director of Product Marketing
There's no silver bullet here because this really does involve setting aside time, especially when CI is not the only part of your job. You can set aside 1-2 hours once a week to do deep dives into your competitors website, PR/news, social media, etc.  There are a few automated ways to do this l...more
Credentials & Highlights
Director of Product Marketing at Culture Amp
Product Marketing AMA Contributor
Lives In San Carlos, California