Oct 15, 2022 9:20 AM
What do PMs need?
- Product Details - Discovery phase? Research on what competitors are doing with specific features
- e.g. Threat and Impact analysis reporting - what does Crayon have in their product?
- Competitive Matrix - 1 page with all competitors on a specific feature
- Why? early stage research - how do competitors calculate their own impact
- Visualizing their product (screenshots, videos)
- Customer Validation (Gong Snippets) - What do customers value? What are their most successful de-positioning points against Klue? Do they like it?
- Customer stories? Win/loss interviews?
- Common De-positioning from Competitors - Ranking of de-positioning points that Crayon uses against Klue
- How Crayon speaks about their product
- e.g what customers SAY about Crayon’s product functionality - what they liked and why they liked it
- Market Boards - Different content for different types of product managers? e.g. feature delivery (messaging and positioning), new product introductions (market research)
- Regional markets
- New product space (verticals)
- Build or Buy - M&A, market intel etc.
- What real-time intel would be valuable?
- Pricing - how they price, pricing model
- Acquisitions - where competitor might start focusing on
- Messaging and positioning over time
This card is the first time I've used Klue as a true consumer👆Questions I have now: How pro are the pros? How con are the cons? Which are the top pros and cons when it comes to effectiveness in deals? How does the deal duration/win rate/deal size FUD land with prospects customers? Is it a compelling shift in favor of Klue?
How do we influence the large Enterprise to care more about competitive enablement as opposed to old school, silo’ed analyst