Hammers and Drills PCamp 15

Mark Shapiro Agile Product Marketing Group 5.2.2015

Is  Your  Drill  Compe/ng  With  Their  Hammer-­‐  Curing  Marke/ng  Myopia  

 Discussion  Document  

challenges,  lessons  learned  and  best-­‐prac2ces?  

To  state  the  obvious  …how  well  you  perform  compe22ve  intelligence  and  analysis  can  have  a  major  impact  on  your  business  and  has  an  effect  on  everything  from  product  defini2on  to  messaging,  go-­‐to-­‐market  strategy,  and  sales  enablement.    

Quite  o"en  this  ac/vity  is  disjointed,  overlooked  and  lacks  a  clear  understanding  of  what  is  considered  a  compe//ve  alterna/ve  to  your  offering.  

Approaches  to  CI  and  turning  this  intelligence  into  ac2onable  informa2on  that  can  be  used  by  to  beAer  differen/ate  and  enhance  your  product’s  value.  

LET’S  

DISCUSS  

Key  Ques2ons    

•  Who’s  a  compe2tor?  •  Who  decides  what  to  look  at?  •  Where  does  the  informa2on  come  from?  •  How  does  it  get  packaged  and  used?  

What  Perspec2ve  Are  We  Taking?  

“People  don’t  go  into  a  DIY  store  because  they  need  one  of  our  drills.  They  go  because  they  need  a  hole  in  the  wall.”  –  Black  and  Decker  CEO*  

The  Swiss  Army  Knife  Problem  

Product  Focused  View  of  Compe22on  

you  

Direct  

Indirect  

Poten2al  

Subs2tute  

Customer  Focused  View  of  Compe22on  

Customer  

Direct  

Indirect  

Poten2al  Subs2tute  

You  

What  Data  Are  We  Capturing?  

What  Data  Are  We  Capturing?  •  Business  Profile    •  Financials    •  Use  Cases  and  Solu2ons    •  Product  Pricing  Models  •  Customers  and  Markets    •  Global  Go-­‐to-­‐Market  Model    •  Offering  Breakdown    •  Market  Posi2oning    •  General  Func2onality/  Components  •  How  Product  Works    •  Analyst  Assessments    •  How  the  offerings  compare  func2onally  •  Solu2on  Architecture  •  Cost  comparisons    •  ……………………………….  

Where  Does  It  Come  From?  

How Are We Making Data Useful?

How Are We Making Data Useful?

Management Lacks Competitive Information To Address Concerns and Make Decisions

Typical Management Concerns

How does My Company

compare?

How can My Company compete successfully?

What can My Company

learn about the competitor’s strategy to

impact theirs?

Underlying questions to address concerns: •  What are competitors’ capabilities, current

activities, plans, and intentions?

•  Do they have the resources to support their strategy?

•  What is the health of their business?

•  What is the strength and composition of their partner ecosystem?

•  What is their sales model and process?

•  What is their market presence? •  How and where are they marketing their

products/services?

ShiY  The  Focus  Of  Compe22ve  Profile  From  Products  To  Customers  

Data   Informa2on  

10  

10  0  VALUE  

U  N  I  Q  U  E  N  E  S  S    

Cool, Nice to have

Differentiators

Core/ Commodity

Junk

Turning Feature Data Into Information: Differentiation  

Distribu2on  and  Maintenance  ?  

What  Happened  ?  

A  LOT  of  FOOD  for  Thought  Generated  

 Session  started  10:30  Session  ended  11:20  Session  lasted  50  Minutes  

I  will  definitely  use  this  stuff  !  

Definitely  not    a  linear  format  or  conversa2on  

Thanks  for  doing  this  -­‐this  was  great  !  

A  lot  of  great  dialog  and  idea  sharing  !  

Con2nue  the  Conversa2on    

[email protected]  +1.862.245.1697                  @maahktweets                      www.linkedin.com/in/markshapiro  www.marketwithagility.com