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
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
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
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
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
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
It depends on who you're trying to enable (AEs...more
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
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
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
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