hammers and drills pcamp 15
TRANSCRIPT
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Mark Shapiro Agile Product Marketing Group 5.2.2015
Is Your Drill Compe/ng With Their Hammer-‐ Curing Marke/ng Myopia
Discussion Document
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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
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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?
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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*
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The Swiss Army Knife Problem
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Product Focused View of Compe22on
you
Direct
Indirect
Poten2al
Subs2tute
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Customer Focused View of Compe22on
Customer
Direct
Indirect
Poten2al Subs2tute
You
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What Data Are We Capturing?
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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 • ……………………………….
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Where Does It Come From?
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How Are We Making Data Useful?
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How Are We Making Data Useful?
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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?
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ShiY The Focus Of Compe22ve Profile From Products To Customers
Data Informa2on
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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
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Distribu2on and Maintenance ?
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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 !
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Con2nue the Conversa2on
[email protected] +1.862.245.1697 @maahktweets www.linkedin.com/in/markshapiro www.marketwithagility.com