Win/loss analysis is a critical component of competitive intelligence (CI). Understanding who you are winning (or losing) against and why helps inform how you position and differentiate yourself against the competition as well as what tactics to use in competitive deals. However, conducting a win/loss analysis is a resource-intensive undertaking—you have to gather qualitative feedback from different people across the organization, as well as customers and prospects. You then have to analyze...
If a business wants to maintain any sort of competitive advantage, having a competitive intelligence (CI) function is crucial. But how are businesses doing CI today? How much are they investing, and...
Imagine that you spent hours upon hours building an informative and detailed battlecard for your sales team. Now imagine that once you hit publish, the sales team barely uses it. If you’re a product...
These past couple of months, I’ve had the privilege of speaking at the Product Marketing Community events to talk about how product marketers can leverage competitive insights to drive revenue....
The competition is talking about you, and no surprise—it’s not good. Whether it’s half-truths or outright lies, you need to arm your sales team with tactics and talking points to counter claims made...
Career advice - some of it’s good, most of it’s bad, and yet we all seek it. We spoke with some of the best product marketers about their careers as part of our spotlight series, and here are some of...
A competitor analysis is the process of identifying and analyzing your competitors and how they compare to you. The challenge with a competitor analysis is that it’s a labor-intensive task that...
Ah, the internal sales meeting. Whether it’s weekly, monthly, or quarterly, nearly every product marketer needs to present to the rest of their sales team about what’s going on in their world. The...
87% of Competitive Intelligence (CI) professionals say that their market has gotten more competitive in the last three years, according to the 2019 State of Competitive Intelligence. In the same...
Competitive intelligence (CI) is a function that serves many different parts of an organization. Marketing leverages CI for campaigns and messaging, sales enablement uses it to inform sales reps of...
