Vikas Bhagat

Great question and one of the best use cases I've seen for AI within PMM. Always-on signal capture → exec summaries. We monitor competitor sites, pricing, release notes, and public chatter; AI classifies changes (pricing/packaging/product/messaging) and produces daily digests + a monthly exec review so leaders get the “what changed + so what” fast. Custom “Competitive Briefs” GPT. Grounded in our internal battlecard deck, customer-facing 2-pagers, and competitive hubs/dashboards, it drafts one-p ...Read More

I use a pretty simple framework for messaging - namely, the messaging house. I typically focus on the following sections of the house (top to bottom): Brand prop, product description, customer context (the problem), Needs and wants, 3-5 value props, Benefits & features that address needs and wants(How does it work?) Competitive positioning is a great foundation for supporting messaging. FInding the intersection of the unfair advantages of your product/service and the items your customers' va ...Read More

As core owners of messaging and positioning, PMMs have a tough job keeping the guardrails on for broader product, corporate and brand positioning. With AI, other teams now have easy access to spin up their own approaches to messaging and positioning. Some of these can be quite good but can also lead to a world where copy/messaging generated is not based on the latest work from your PMM team. This can lead to PMMs basically "cleaning up AI mess" or having to triage examples of poor messaging. Wha ...Read More

Yes - AI is a force-multiplier for team productivity. Our conversations are really around how to remove busywork so PMMs can focus on insight, narrative, and launches. How PMM uses AI at Webflow Custom GPTs: We’ve built GPTs for personas, developer content, and style/voice. They cut first-draft time and keep tone consistent. Automated workflows: AI assists with research synthesis/knowledge lookup, generates headline/CTA variants we A/B test, and flags SEO hygiene issues (metadata, alt text, sche ...Read More

It really depends on the current understanding of that competitive positioning within my sales team. I usually work with Sales Enablement or frontline Sales Managers to create a bill of materials that would help inform the team on competitive positioning.  Usually this includes but it varies on who I'm tryin to enable (Account executives, leadership, customer success, technical sales engineers, etc..) Competitive battlecards Why we win/why we lose messaging + customer stories Product differentia ...Read More

I think the key approach when messaging AI tech is really focusing on the root problem you are solving for your customers. Yes, the technology matters and you need to be able to get to specifics with regards to technical details, differentiation, etc but the real key is around the solutions you are providing for your customers. You need to speak their language. Here are some frameworks we've found helpful at Webflow: Lead with the job-to-be-done. Name the task and the right to win: speed, qualit ...Read More

This is a fantastic question! In my experience, for competitive research/marketing, it is critical to spend time with your customers and frontline sales teams. In my previous roles, I've built voice of customer programs to help support quant and qual research. This has come in a number of formats - a win/loss VoC program for enterprise sales deals, an annual customer survey and a churn surey. I've typically used survey tools like Medallia, Qualtrics and Gainsight. The key is being able to build ...Read More

Great question and one that really hits home for me since I used to do competitive intel while sitting in the sales organization at Medallia. The best approach I've seen is first identifying the top content needed by the sales team by actually sitting in sales meetings and in front of customers. It's a great way to see where the gaps are in the messaging and content bill of materials that PMM needs to produce for Sales.  After getting some first hand knowledge, I typically work with Sales Engine ...Read More

Great question! I think it all starts with how you approach the conversation with that internal group. Building out a "walking deck" that explains my goals, intentions and the potential program is a great way to lower the fear of other teams. It also helps to bring those stakeholders along the journey as you build out that deck - ask them questions - what do they wish they knew about their customers, what could be improved across product, marketing, sales, etc. Once you can identify the stakehol ...Read More

There are a number of ways to approach customer research pre-launch. At Webflow, we spend a lot of time with our community members to better understand their needs and wants as it relates to our product roadmap and their business needs. Really understanding specific audience segments and the why really helps our product marketing team with better messaging that resonates in the market. I've also been part of organizations where leveraging a cross-functional product beta program with sales, produ ...Read More