Scott Monroe

Director, Product Marketing, SurveyMonkey

Content

Winning NEW customers vs. Retaining EXISTING customers - which do you prioritize, and how do you drive your team based on that?

Scott Monroe

SurveyMonkey Director, Product Marketing • March 31

The old debate of prioritizing existing customers vs. new ones...a tale as old as time. I think this one can depend a lot on the stage of your company or product. If you have a lot of existing customers already, consider that happy existing customers tend to spend more money with you. I saw a s......Read More

1300 Views

How do you differentiate market intelligence from competitive intelligence?

Scott Monroe

SurveyMonkey Director, Product Marketing • March 31

There is certainly an overlap between market and competitive intelligence, but they serve very different purposes. For me, market intelligence is more about understanding customer trends, preferences, behaviors, buyer personas, and even micro-economic forces in your particular industry. Compe......Read More

831 Views

What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?

Scott Monroe

SurveyMonkey Director, Product Marketing • March 31

I've found that there's a tendency in B2B SaaS to have some people in the org get concerned over every new "competitor" in the market. You can't allow this to affect your strategy because most SaaS tools and solutions today have a lot of competitors. When I think about who my true competitors t......Read More

785 Views

What are the top documents you create when working on Competitive Positioning programs?

Scott Monroe

SurveyMonkey Director, Product Marketing • March 31

There are a few things that have worked for me and my teams at various places in my career: * Having a dedicated Competitive Intelligence team or lead makes a massive difference. When they are creating and distributing insightful content about competitors, it really enhances (and simplifi......Read More

785 Views

Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice?

Scott Monroe

SurveyMonkey Director, Product Marketing • March 31

I totally agree that narrative differentiation is a difficult thing to do, especially in B2B SaaS markets that are crowded and when the tools do essentially a lot of the same things and accomplish the same goals for customers. In these situations, I usually come back to a very simple question: ......Read More

760 Views

Credentials & Highlights

Director, Product Marketing at SurveyMonkey