Competitive Intelligence in product marketing and the missing pieces

Creating comparison tables with ticks and crosses and SWOT

Benchmarking is not the only answer

  • What are they going to be doing next?
  • What can we do it beat their next product release?
  • And what opportunities and threats will their future development?

Analysis of what’s going on

  • Have you defined the right questions?
  • Are you asking the right questions?
  • Are the questions useful for decision-makers and, yes, sales and marketing teams?
  • And are the questions a good mix of the forward-looking and tactical current situation facing?
  • Where will you find the information, and who will know the answers.
  • What are the sources of information? Yes, G2 et al. may give you some insight. But your competitors will/may know that too. And usually, that’s the “nice to have” information, not the “need to know”.
  • Are you analysing the information just taking the information as it comes?

Competitive Intelligence in product marketing and the missing pieces

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