The Problem with Market and Competitive Research
Is It Time for Marketing Teams to Think About Market and Competitive Research in a Different Way? In my experience as a Product Marketer and Product Marketing leader, there’s always the question that floats around, “Who does market and competitive research?” This question comes up…
Using Glassdoor for Competitive Insights
Glassdoor Company Reviews Can Yield a Number of Valuable Insights When Performing Competitive Research Performing competitive research is more an art than a science at times and I’ve found that a lot of Product Marketers aren’t all that good at performing meaningful competitive research. As…
Having a Finger on the Pulse of the Changing Conversation in the Marketplace
Sensing How the Market is Changing in Small and Large Ways is a Sign of a Tuned-in Product Marketer Periodically, there are times when, as a Product Marketer, you can sense a shift in the ‘conversation’ in the market. That’s what I call a change…
“Sales Card” or “Battle Card?”
Product Marketers Often Blur What Should Be a Clear Distinction Between These Two Terms. It’s not uncommon that I hear from Sales and others in the organization including Product Marketers that we need a “Sales Card” or “Battle Card.” “Hey, we really need a battle…
Gaining Real Insights from Sales
Product Marketers need an empirical way to glean insights from Sales teams. You would think that your sales teams would have a very strong bead on customers and prospects in terms of their pains, challenges, desired outcomes and so on. However, this isn’t always the…
The Power of Win/Loss Analysis
If you want critical insights on why your business really wins or loses opportunities, win/loss analysis is a critical tool in the toolbox. Win/Loss Analysis can be a valuable tool for understanding why your organization wins and why it loses on deals. Typical win/loss analysis…