Writing landing page copy, cooking up AdWords campaigns, agonizing over email subject lines - demand generation marketers have a lot on their plate. It’s no surprise that demand gen teams are not typically involved in the creation of competitive analyses; competitor analysis is a time-consuming endeavor. For that reason, competitor analysis typically falls into the realm of product marketing or a dedicated competitive intelligence (CI) team. But despite their removal from the CI process, demand gen marketers are doing themselves a disservice if they aren’t consuming the output of the competitive analyses produced by their CI team.
Campaign-driven marketers are frequently an afterthought when product marketing or CI teams scope the competitive landscape, create battlecards, and do everything possible to support the sales team in its effort to differentiate from the competition. After all, sales reps are the only ones directly battling competitive objections, right?