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. During my conversations with these product marketers, one theme that stood out was that product marketers have a difficult time prioritizing competitive intelligence (CI).
A few things I heard:
“I wish we were doing CI more consistently, but we just don’t have the time.”
“Ugh, I’m so bad at keeping up with our competitive intel. It’s been ages since I’ve really sat down and looked at it.”
“It’s so important—we just simply don’t have the headcount to dedicate to it right now.”
Simply put—many product marketers don’t have time to do competitive intelligence effectively, and therefore it becomes deprioritized. It isn’t surprising—product marketing teams are notoriously understaffed, have very little budget, and are often juggling many competing priorities from various stakeholders.