Aug 1: The Global Product Management Talk on Know Your Enemy with Gopal Shenoy

Transcript from Aug 1/2, 2011:
Product Management and The Competitive Space
Global Product Management Talk with Gopal Shenoy
http://www.prodmgmttalk Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8
Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk

ProdMgmtTalk Today for the second time, we are recording the discussion between the co-hosts, Cindy F.
Solomon and Roger Cauvin (stepping in today) with our speaker, Gopal Shenoy. Listen to today’s episode:
http://bit.ly/qY3U16 All episodes http://www.blogtalkradio.com/prodmgmttalk

Today's questions are at http://on.fb.me/pGRpbT

Q1 How do I find out what my competitors are up to?

Q2 What if my competitor engages in a price war?
How do I win a price war with my competitor?

Q3 What is the competitor's network?

Q4 Why are we getting beaten by my competitors?

Q5 How can I find the most relevant information about my competitors?

Q6 Should I bring up competitors with my prospective customers and prove how we are better?

ProdMgmtTalk Never participated in a twitter chat? FAQs - http://bit.ly/i88OuC Join us!
How to participate in Global Prod Mgmt Talk http://bit.ly/i3f5Q7

ProdMgmtTalk Get ready! Join us at http://tweetchat.com/room/prodmgmttalk automatically appends
hashtag #prodmgmttalk (log into your twitter account)

ProdMgmtTalk Discussion questions from each talk http://on.fb.me/fFRi7b Today’s questions:
http://on.fb.me/pGRpbT Links to Background blogs/readings: http://bit.ly/o8Ad5D

aussiegoldy @ProdMgmtTalk I will certainly pop my head into #prodmgmttalk this morning. No meetings
today! -3:43 PM Aug 1st, 2011

cindyfsolomon @aussiegoldy Awesome! Looking forward to your joining us today! Background
here: http://pack.li/1w #prodmgmttalk -3:44 PM Aug 1st, 2011

chattalks Want to reach target audience of Product Management people? Sponsor Global Product
Management Talk! http://bit.ly/gF0Tt3 #prodmgmttalk -3:45 PM Aug 1st, 2011

Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor link below!

1

Social Media Dashboard
http://hootsuite.com/p_6792


chattalks See a list of all the twitter chats: 472 and growing! Twitter Chat
Schedule http://bit.ly/dJVfHk #prodmgmttalk -3:45 PM Aug 1st, 2011

VFigatelix Ready to join our weekly chat! #prodmgmttalk -3:46 PM Aug 1st, 2011

chattalks Welcome @VFigatelix where are you tweeting from?#prodmgmttalk -3:51 PM Aug 1st, 2011

chattalks Please introduce yourself: where you're tweeting from, your involvement w/product
management when you come in!#prodmgmttalk -3:51 PM Aug 1st, 2011

cindyfsolomon I'm broadcasting live on the air! Listen in now
athttp://tobtr.com/s/2150423. #BlogTalkRadio #prodmgmttalk -3:52 PM Aug 1st, 2011

VFigatelix I'm tweeting from Caracas, Venezuela #prodmgmttalk -3:54 PM Aug 1st, 2011

chattalks If you're NOT showing up in twitter search, follow these
instructions http://bit.ly/kn5C0e #prodmgmttalk -3:55 PM Aug 1st, 2011

cindyfsolomon Welcome! I have been to Caracus, Venezuela (22 yrs ago) RT @VFigatelix: Im tweeting from
Caracas, Venezuela #prodmgmttalk -3:55 PM Aug 1st, 2011

chattalks Please follow @gopalshenoy @prodmgmttalk@cindyfsolomon
@brainmates and use hashtag #prodmgmttalk

@cindyfsolomon This is Cindy, your co-host, tweeting from across the bay from San
Francisco#prodmgmttalk -3:55 PM Aug 1st, 2011 -3:55 PM Aug 1st, 2011

chattalks This is Joy, the assistant tweeting from the bay area.#prodmgmttalk -3:56 PM Aug 1st, 2011

chattalks Our format: we post questions Q1, Q2, Q3 please answer using A1, A2, A3 #prodmgmttalk -3:56
PM Aug 1st, 2011

cindyfsolomon @ytxaso Welcome! #prodmgmttalk -3:57 PM Aug 1st, 2011

cindyfsolomon Excellent! Today's speaker, Gopal Shenoy is tweeting from @prodmgmttalk to make sure he
is seen in the stream! #prodmgmttalk -3:58 PM Aug 1st, 2011


2



ProdMgmtTalk Getting ready for my global product management talk #prodmgmttalk -3:58 PM Aug 1st,
2011

chattalks Please welcome today's speaker Gopal Shenoy, Director of Product Management, Gazelle.com
(follow him now!@gopalshenoy) #prodmgmttalk -3:58 PM Aug 1st, 2011

ProdMgmtTalk @gopalshenoy is ready for his global product management tweetchat on competitive
analysis #prodmgmttalk -3:59 PM Aug 1st, 2011

cindyfsolomon I want to thank both Roger Cauvin and Gopal Shenoy for joining us today - we are also on
BlogTalkRadio!#prodmgmttalk -3:59 PM Aug 1st, 2011

aussiegoldy The next hour will be full of #prodmgmttalk tweets...#prodmgmttalk -3:59 PM Aug 1st, 2011

chattalks Gopal Shenoy, is using the Twitter handle @prodmgmttalk to guarantee you see his tweets in the
twitter stream! #prodmgmttalk -3:59 PM Aug 1st, 2011

ErikaLAndersen Joining #prodmgmttalk from Salt Lake City.#prodmgmttalk -4:00 PM Aug 1st, 2011

rcauvin I'm on @Blogtalkradio w/ @cindyfsolomon & @gopalshenoyfor this week's #prodmgmttalk on
competitive analysis.http://bit.ly/qY3U16 #prodmgmt -4:00 PM Aug 1st, 2011

cindyfsolomon Today's questions are at http://on.fb.me/oOF0xT #prodmgmttalk -4:00 PM Aug 1st, 2011

chattalks Gopal Shenoy @gopalshenoy joining us from Boston, MA & tweeting
as @prodmgmttalk today #prodmgmttalk -4:00 PM Aug 1st, 2011

lmckeogh Larry signing in from Boulder #prodmgmttalk -4:01 PM Aug 1st, 2011

cindyfsolomon Welcome @lmckeough! #prodmgmttalk -4:02 PM Aug 1st, 2011

cindyfsolomon Starting off with our first question: Q1 How do I find out what my competitors are up
to? #prodmgmttalk -4:02 PM Aug 1st, 2011

chattalks His personal blog, "Software Product Manager" http://www.productmanagementtips.com rated
as top product management blogs in the world #prodmgmttalk -4:02 PM Aug 1st, 2011


3



chattalks Gopal Shenoy @gopalshenoy product management exec w/> 15 yrs software product
management experience #prodmgmttalk -4:02 PM Aug 1st, 2011

chattalks Gopal Shenoy @gopalshenoy previously worked 4 companies incl. SolidWorks, RSA Security,
Salary.com and OnForce #prodmgmttalk -4:03 PM Aug 1st, 2011

cindyfsolomon Our format: we post questions Q1, Q2, Q3 please answer using A1, A2, A3 #prodmgmttalk -
4:03 PM Aug 1st, 2011

chattalks Intro speaker Gopal Shenoy @gopalshenoy joining us from Boston, MA & tweeting
as @prodmgmttalk today #prodmgmttalk -4:03 PM Aug 1st, 2011

chattalks Link resources for this talk: http://pack.li/1w #prodmgmttalk -4:03 PM Aug 1st, 2011

chattalks 3 sources for competitive analysis http://bit.ly/oj7X72 #prodmgmttalk -4:04 PM Aug 1st, 2011

ProdMgmtTalk A1 - I find competitor's website to be a goldmine of competitive information to start with -
products, promotions etc #prodmgmttalk -4:04 PM Aug 1st, 2011

cindyfsolomon A1 To start tracking competitors, I set up Google Alerts with key words that they would
show up in #prodmgmttalk -4:04 PM Aug 1st, 2011

VFigatelix I used to work for Telecoms and now I'm at Uni #prodmgmttalk -4:04 PM Aug 1st, 2011

chattalks In depth Competitive Intelligence http://bit.ly/phjkwh #prodmgmttalk -4:04 PM Aug 1st, 2011

lmckeogh A1: I've had great success in just doing a search on them. Amazed to find roadmap PPTs on-
line. #prodmgmttalk -4:04 PM Aug 1st, 2011

chattalks Worry about future competition by @JeffLash http://bit.ly/ojTZLR #prodmgmttalk -4:04 PM Aug
1st, 2011

ProdMgmtTalk A1 - job openings on competitor's website can also give you an idea where they may be
looking to expand #prodmgmttalk -4:04 PM Aug 1st, 2011


4



chattalks Product Benchmarking http://bit.ly/rb2ron #prodmgmttalk-4:04 PM Aug 1st, 2011

ProdMgmtTalk @lmckeogh - great point on google search and finding ppts #prodmgmttalk -4:05 PM Aug
1st, 2011

lmckeogh A1: talking to customers. They will play one company off an another before making a
choice #prodmgmttalk -4:06 PM Aug 1st, 2011

upwardaction RT @ProdMgmtTalk: A1 - job openings on competitor's website can also give you an idea
where they may be looking to expand #prodmgmttalk -4:06 PM Aug 1st, 2011

VFigatelix A1 - I read their websites, see their adds, talk to their customers #prodmgmttalk -4:07 PM Aug
1st, 2011

cindyfsolomon @upwardaction welcome! #prodmgmttalk -4:07 PM Aug 1st, 2011

rcauvin Gopal says win/loss analysis can be a good opportunity to find out from prospects what
competitors are up to.#prodmgmttalk #prodmgmt -4:07 PM Aug 1st, 2011

ProdMgmtTalk A1 Win/loss analysis can be another good source especially the customers you won over,
they could shed light on a lot of stuff #prodmgmttalk -4:07 PM Aug 1st, 2011

ErikaLAndersen a1: Press releases, white papers, data sheets, job openings, linked-in groups, twitter
streams/blog postings of emps #prodmgmttalk -4:08 PM Aug 1st, 2011

VFigatelix A1 - it has 2 b done regularly - we have to bcome some sort of investigators and track changes in
their strat#prodmgmttalk -4:08 PM Aug 1st, 2011

baltomel Checking in from Baltimore for #prodmgmttalk -4:09 PM Aug 1st, 2011

ProdMgmtTalk A1 If u work with a VAR channel, ur VARs can help u get competitive intel - information they
already know or access to info #prodmgmttalk -4:09 PM Aug 1st, 2011

cindyfsolomon Today's questions & Roger's @rcauvin additions at http://on.fb.me/qOjRmD
#prodmgmttalk -4:09 PM Aug 1st, 2011


5



MacMyDay A1 Reading their web sites, subscribing to their products, reading reviews #prodmgmttalk -4:09
PM Aug 1st, 2011

rcauvin What are we trying to learn through competitive analysis?#prodmgmttalk #prodmgmt -4:09 PM
Aug 1st, 2011

cindyfsolomon Welcome! RT @baltomel: Checking in from Baltimore for (our speaker Gopal Shenoy is
tweeting from@prodmgmttalk today) #prodmgmttalk -4:09 PM Aug 1st, 2011

aussiegoldy Is this a twitter chat or audio chat now? I'm confused! #prodmgmttalk -4:09 PM Aug 1st, 2011

VFigatelix A1 - knowing them to figire their core strategy and b able to "guess" what's next from
them #prodmgmttalk -4:10 PM Aug 1st, 2011

ErikaLAndersen a1 cont: industry gossip sites (Tech Crunch), mainstream media, executive profiles, local
journals #prodmgmttalk -4:10 PM Aug 1st, 2011

cindyfsolomon Nice to see you @MacMyDay! #prodmgmttalk -4:10 PM Aug 1st, 2011

ProdMgmtTalk A1: If u are a startup, tap into ur VC network - they always have connections. Keyword is
"Network" @gopalshenoy #prodmgmttalk -4:10 PM Aug 1st, 2011

ErikaLAndersen RT @MacMyDay: A1 Reading their web sites, subscribing to their products, reading
reviews #prodmgmttalk -4:10 PM Aug 1st, 2011

cindyfsolomon @aussiegoldy We are still primarily a twitterchat & we've added the ability to listen to the
speaker & co-host discussion! #prodmgmttalk -4:10 PM Aug 1st, 2011

cindyfsolomon (Both transcript from tweets and the audio from #blogtalkradio will be available after the
talk to extend reach & value) #prodmgmttalk -4:11 PM Aug 1st, 2011

chattalks Q2 What if my competitor engages in a price war? How do I win a price war with my
competitor? #prodmgmttalk -4:11 PM Aug 1st, 2011

VFigatelix A1 - but mktg info & actions should give you a very good idea of what their doing or not
doing @cindyfsolomon #prodmgmttalk -4:11 PM Aug 1st, 2011


6



ErikaLAndersen What do you mean? RT @rcauvin: Where does the competitive landscape reside? In the
market or the mind?#prodmgmttalk #prodmgmt -4:11 PM Aug 1st, 2011

MacMyDay @aussiegoldy Twitter chat AFAIK. #prodmgmttalk -4:11 PM Aug 1st, 2011

cindyfsolomon RT @chattalks: Q2 What if my competitor engages in a price war? How do I win a price war
with my competitor? #prodmgmttalk -4:12 PM Aug 1st, 2011

baltomel A1 A variety of sources: blogs, google alerts, press releases, etc #prodmgmttalk -4:12 PM Aug 1st,
2011

MacMyDay @cindyfsolomon Likewise :) #prodmgmttalk -4:12 PM Aug 1st, 2011

ProdMgmtTalk RT @chattalks: Q2 What if my competitor engages in a price war? How do I win a price war
with my competitor?@gopalshenoy #prodmgmttalk -4:12 PM Aug 1st, 2011

aussiegoldy A2: To win a price war w/ competitor, add more value for the customer, don't necessarily drop
prices. #prodmgmttalk -4:12 PM Aug 1st, 2011

ErikaLAndersen Press releases just marketing info, but where's emphasis; can give clues to product
roadmap. #prodmgmttalk -4:13 PM Aug 1st, 2011

rcauvin @ErikaLAndersen Ries & Trout say the competitive landscape is a battle to carve out territory in the
mind. #prodmgmttalk #prodmgmt -4:13 PM Aug 1st, 2011

ProdMgmtTalk @aussiegoldy I agree. Customer value matters #prodmgmttalk -4:13 PM Aug 1st, 2011

lmckeogh I would be reluctant to engage in a price war. Really would depend on the customer. Can't expect
to win them all.#prodmgmttalk -4:13 PM Aug 1st, 2011

ProdMgmtTalk A2 If price is only the thing customer cares about, you are liking selling a
commodity #prodmgmttalk -4:13 PM Aug 1st, 2011

cindyfsolomon RT @rcauvin @ErikaLAndersen Ries & Trout say competitive landscape is battle to carve out
territory in the mind #prodmgmt #prodmgmttalk -4:14 PM Aug 1st, 2011


7



ErikaLAndersen Also, SEC filings great for competitor info; how much cash for expansion?
growing/shrinking R&D? headcount?#prodmgmttalk -4:14 PM Aug 1st, 2011

baltomel a2 You focus on other benefits, service, and product instead of price. Find the other
differentiators. #prodmgmttalk -4:14 PM Aug 1st, 2011

MacMyDay Agree RT @aussiegoldy A2: To win a price war w/ competitor, add more value for the customer,
don't necessarily drop prices. #prodmgmttalk -4:14 PM Aug 1st, 2011

cindyfsolomon RT @ProdMgmtTalk: A2 If price is only the thing customer cares about, you are liking selling
a commodity #prodmgmttalk -4:14 PM Aug 1st, 2011

ProdMgmtTalk A2 If you are in a space where it is cut throat price war, it is time to look for a blue
ocean #prodmgmttalk -4:14 PM Aug 1st, 2011

rcauvin @ErikaLAndersen So they say to fight the battle over "owning" a position or idea in the
mind. #prodmgmttalk#prodmgmt -4:14 PM Aug 1st, 2011

VFigatelix A2- Bloddy Price wars! - Step out of the category with actions not category like #prodmgmttalk -
4:14 PM Aug 1st, 2011

lmckeogh A2: I would be laying the groundwork beforehand. A price war is a desperate person's last
attempt. #prodmgmttalk -4:14 PM Aug 1st, 2011

cindyfsolomon Agree! RT @baltomel: a2 You focus on other benefits, service, and product instead of price.
Find the other differentiators. #prodmgmttalk -4:15 PM Aug 1st, 2011

lmckeogh Totally agree RT @VFigatelix: A2- Bloddy Price wars! - Step out of the category with actions not
category like#prodmgmttalk -4:15 PM Aug 1st, 2011

saeedwkhan A2 - Never engage in a land war in Asia and never engage in a price war unless you are in a
completely commoditized market #prodmgmttalk -4:15 PM Aug 1st, 2011

ProdMgmtTalk A2 I have had 1 instance where our salesman asked what the prospect would do if their
salesmen were to drop the prices ..... #prodmgmttalk -4:15 PM Aug 1st, 2011


8



VFigatelix A2 - i.e.: Bridgstone latam gives away music and travel as promo gift - targeting younger
audiences - not very tire sale like #prodmgmttalk -4:16 PM Aug 1st, 2011

ProdMgmtTalk A2 ... that helped the customer focus on value creation and not price #prodmgmttalk -4:16
PM Aug 1st, 2011

ErikaLAndersen Competitive landscape=Mindshare? RT @rcauvin: @ErikaLAndersen they say fight battle
over "owning" a position in the mind. #prodmgmttalk -4:16 PM Aug 1st, 2011

aussiegoldy As a product manager when responsible for the P&L, you are part of a price war if sales engage
in it. #prodmgmttalk -4:16 PM Aug 1st, 2011

cindyfsolomon Welcome, @saeedwkhan - nice to see you! Gopal Shenoy is tweeting
from @prodmgmttalk today #prodmgmttalk -4:17 PM Aug 1st, 2011

saeedwkhan A2 - Price war is a sign that there is little differentiation in your products. e.g. gas stations But
shd tech products? #prodmgmttalk -4:17 PM Aug 1st, 2011

MacMyDay A2 If your customer sees value in your product, price shouldn't matter so much - unless you're
way out of reasonable range. #prodmgmttalk -4:17 PM Aug 1st, 2011

ErikaLAndersen +1 RT @saeedwkhan: A2 - Never engage in a land war in Asia nor a price war unless in
completely commoditized market #prodmgmttalk -4:17 PM Aug 1st, 2011

baltomel Not often. @cindyfsolomon a2 if you win a price war, have you won a loyal, long term
customer? #prodmgmttalk -4:17 PM Aug 1st, 2011

cindyfsolomon @saeedwkhan What do you mean by "land war in Asia?"... #prodmgmttalk -4:18 PM Aug
1st, 2011

MacMyDay Good point RT @saeedwkhan A2 - Price war a sign there is little different'n in products. eg. gas
stns But shd tech products?#prodmgmttalk -4:19 PM Aug 1st, 2011

rcauvin Yes. Mindshare includes not just how well known u r but what u stand for. RT @ErikaLAndersen:
Competitive landscape=Mindshare? #prodmgmttalk -4:19 PM Aug 1st, 2011


9



saeedwkhan Land war in Asia -- oblique reference to line from the movie Princess Bride #prodmgmttalk -
4:19 PM Aug 1st, 2011

ErikaLAndersen I don't know. Love Chevron's Techron. RT@saeedwkhan: A2 - Price war sign of little diff in
products. e.g. gas stations #prodmgmttalk -4:19 PM Aug 1st, 2011

cindyfsolomon You can hear @rcauvin and @gopalshenoy(@prodmgmttalk)
typing http://tobtr.com/s/2150423 #prodmgmttalk -4:20 PM Aug 1st, 2011

ErikaLAndersen Love that movie RT @saeedwkhan: Land war in Asia -- oblique reference to line from the
movie Princess Bride #prodmgmttalk -4:20 PM Aug 1st, 2011

ProdMgmtTalk A2 - Price wars sometimes is started by your own sales team to force a sale and the
competition reacts with deeper discounts #prodmgmttalk -4:20 PM Aug 1st, 2011

chattalks Welcome @saeedwkhan and thank you for the princess bride reference. Where are you tweeting
from? #prodmgmttalk -4:21 PM Aug 1st, 2011

VFigatelix A2- if in a price war try dramatic actions to change customer behavior in critical bying processes
of search info & validation #prodmgmttalk -4:21 PM Aug 1st, 2011

aussiegoldy There are better quotes from Princess Bride, but any quote is good! #prodmgmttalk -4:21 PM
Aug 1st, 2011

rcauvin RT @saeedwkhan: A2 - Price war sign of little diff in products. e.g. gas
stations #prodmgmttalk #prodmgmt -4:21 PM Aug 1st, 2011

lmckeogh @ProdMgmtTalk : should have established sales book parameters and certain prices where
approvals are needed#prodmgmttalk -4:21 PM Aug 1st, 2011

cindyfsolomon only slightly less well-known is this: "Never go against a Sicilian when death is on the line"
(princess bride quote) #prodmgmttalk -4:22 PM Aug 1st, 2011

rcauvin @saeedwkhan Sometimes the problem is poor articulation of product positioning to
sales. #prodmgmttalk #prodmgmt -4:22 PM Aug 1st, 2011


10



lmckeogh @VFigatelix : if you are in a price war, you were too late. Shouldn't walk away, but why make life
more difficult.#prodmgmttalk -4:22 PM Aug 1st, 2011

ErikaLAndersen Some products categories more risk of price war?#prodmgmttalk -4:23 PM Aug 1st, 2011

cindyfsolomon A2 Bottom line - never engage in a price war - no win #prodmgmttalk -4:23 PM Aug 1st,
2011

aussiegoldy @rcauvin: @saeedwkhan Sometimes the problem is sales not willing to put effort into selling.
It's much easier to discount. #prodmgmttalk -4:23 PM Aug 1st, 2011

ProdMgmtTalk @erikalandersen - more a product moves towards a commodity, more prone it is to a price
war #prodmgmttalk -4:23 PM Aug 1st, 2011

cindyfsolomon Indeed RT @ProdMgmtTalk: @erikalandersen - more a product moves towards a
commodity, more prone it is to a price war #prodmgmttalk -4:24 PM Aug 1st, 2011

rcauvin @ErikaLAndersen Part of positioning is choosing or creating your product category such that u
don't need to compete on price.#prodmgmttalk -4:24 PM Aug 1st, 2011

baltomel That msg should be repeated often @ rcauvin@saeedwkhan Sometimes the problem is poor
articulation of positioning to sales. #prodmgmttalk -4:24 PM Aug 1st, 2011

ProdMgmtTalk A2 - controlling whether ur sales team participates in a price war depends on the top mgmt.
Do u choose 2 lose the wrong ones? #prodmgmttalk -4:25 PM Aug 1st, 2011

saeedwkhan @rcauvin Yes. Positioning, messaging etc. are all related. It could be lack of actual or perceived
differentiation#prodmgmttalk -4:25 PM Aug 1st, 2011

rcauvin True! RT @aussiegoldy: Sometimes the problem is sales not willing to put effort into selling. It's
much easier to discount.#prodmgmttalk -4:25 PM Aug 1st, 2011

cindyfsolomon I define as product marketing's domain: Positioning, messaging #prodmgmttalk -4:26 PM
Aug 1st, 2011


11



MacMyDay @lmckeogh @VFigatelix Not walk away, but not necessary to counter price drops. Need to
create real value for customer #prodmgmttalk -4:26 PM Aug 1st, 2011

cindyfsolomon Moving on to Q3 What is the competitor's network? #prodmgmttalk -4:27 PM Aug 1st,
2011

saeedwkhan @cindyfsolomon - #prodmktg is part of overall#prodmgmt #prodmgmttalk -4:28 PM Aug 1st,
2011

ErikaLAndersen a3: what do you mean by "network", or is that part of the question? #prodmgmttalk -4:28
PM Aug 1st, 2011

VFigatelix A3 - their suppliers, their customers, their partners... in some industries those are
shared #prodmgmttalk -4:28 PM Aug 1st, 2011

ErikaLAndersen RT @saeedwkhan: @cindyfsolomon - #prodmktg is part of overall #prodmgmt

lmckeogh Distributors also RT @VFigatelix: A3: their suppliers, customers, partners... in some industries
those are shared #prodmgmttalk -4:29 PM Aug 1st, 2011

ProdMgmtTalk A3 - a forgotten part of a competitor's network is their board of directors - what is their
experience and their connections? #prodmgmttalk -4:30 PM Aug 1st, 2011

VFigatelix A3 - their employees 2 , their unhappy customers #prodmgmttalk -4:30 PM Aug 1st, 2011

ErikaLAndersen alumni, service providers RT @VFigatelix: A3 - their suppliers, customers, partners... in
some industries are shared #prodmgmttalk -4:30 PM Aug 1st, 2011

MacMyDay A3 You and your customers are part of your competitor's network #prodmgmttalk -4:30 PM
Aug 1st, 2011

cindyfsolomon we're talking about who owns product positioning in the organization
on #blogtalkradio w/@rcauvin@gopalshenoy (@prodmgmttalk) #prodmgmttalk -4:31 PM Aug 1st, 2011


12



ProdMgmtTalk A3 - Who is connected to whom? Who can open the door for you? It defines the
network #prodmgmttalk -4:32 PM Aug 1st, 2011

VFigatelix @cindyfsolomon @rcauvin @gopalshenoy Prod Marketing guards it, I'm a Prod Mktg and its the
best part of my job #prodmgmttalk -4:33 PM Aug 1st, 2011

cindyfsolomon Network defined: RT @ProdMgmtTalk: A3 - Who is connected to whom? Who can open the
door for you? It defines the network #prodmgmttalk -4:33 PM Aug 1st, 2011

ErikaLAndersen great convo http://bit.ly/qrZmtr RT@cindyfsolomon: were talking abt who owns prod
positioning in org on #blogtalkradio #prodmgmttalk -4:33 PM Aug 1st, 2011

cindyfsolomon RT @VFigatelix: @cindyfsolomon @rcauvin @gopalshenoy Prod Marketing guards it, Im a
Prod Mktg and its the best part of my job #prodmgmttalk -4:33 PM Aug 1st, 2011

ProdMgmtTalk Open the door for a sale, open the door to get in front of the right stakeholder to gather
information ....#prodmgmttalk -4:33 PM Aug 1st, 2011

ErikaLAndersen So the question is not about our own network, but figuring out the competitor's and
making our way in?#prodmgmttalk -4:35 PM Aug 1st, 2011

baltomel @ProdMgmtTalk A3 I think it can vary by industry. Some industries are much closer, interwoven
than others. #prodmgmttalk-4:35 PM Aug 1st, 2011

cindyfsolomon Gopal Shenoy says "If competitors have correct connections & you don't - that's an
advantage" #prodmgmttalk-4:35 PM Aug 1st, 2011

cindyfsolomon Gopal Shenoy says "Find out who is on the board, and LinkedIn lets you know what their
connections are"#prodmgmttalk -4:36 PM Aug 1st, 2011

aussiegoldy A3: Many PMs are also the marketer, so positioning falls under PM's remit. PM should always
be part of it - they know the prod #prodmgmttalk -4:36 PM Aug 1st, 2011

cindyfsolomon Gopal Shenoy says "Sometimes competitors want to talk to you as well...to push the door
open"#prodmgmttalk -4:37 PM Aug 1st, 2011


13



ProdMgmtTalk @cindyfsolomon especially if the market is an early market #prodmgmttalk -4:38 PM Aug
1st, 2011

VFigatelix @aussiegoldy agree! with u on PM should always be part of it - they know the
prod #prodmgmttalk -4:38 PM Aug 1st, 2011

cindyfsolomon Roger says @rcauvin "in new product category, you want to work collaboratively
w/competitors to promote category" #prodmgmttalk -4:39 PM Aug 1st, 2011

ErikaLAndersen Lawyer hat: may raise some antitrust issues if not careful. RT @cindyfsolomon: Comps may
want to talk to you...push door open #prodmgmttalk -4:40 PM Aug 1st, 2011

cindyfsolomon Moving back to twitter: Q4 Why are we getting beaten by my competitors?

cindyfsolomon Gopal says "Don't ever underestimate the incumbent..." #prodmgmttalk -4:41 PM Aug 1st,
2011

lmckeogh A4: Could be the competitor network. They could have a better product or it more accurately
solves the customer's pain#prodmgmttalk -4:41 PM Aug 1st, 2011

cindyfsolomon RT @ErikaLAndersen: Lawyer hat: may raise some antitrust issues if not careful. (re:
talking/collaborating w/competitors) #prodmgmttalk -4:42 PM Aug 1st, 2011

ProdMgmtTalk @ErikaLAndersen - agreed, but if it is an early market, educating the prospects by
yourselves is difficult to do on your own #prodmgmttalk -4:42 PM Aug 1st, 2011

ProdMgmtTalk A4: Lot of times you get beaten, because you did not even participate in the
sale. #prodmgmttalk -4:43 PM Aug 1st, 2011

cindyfsolomon A4 Perhaps competitor has better public presence and ability to reach target
audience... #prodmgmttalk-4:43 PM Aug 1st, 2011

lmckeogh A4: Customer familiarity. #prodmgmttalk -4:43 PM Aug 1st, 2011


14



ProdMgmtTalk A4 - if you don't pay attention to qualified leads and don't nurture them to close a sale, you
lose #prodmgmttalk -4:43 PM Aug 1st, 2011

Trillogy3 Q4: Could be any number of advantages, e.g. size/nimbleness, inventiveness, etc. or converse:
incumbent could be complacent. #prodmgmttalk -4:44 PM Aug 1st, 2011

ErikaLAndersen True. Issue is cooperating to divide market, a no-no RT @ProdMgmtTalk: if early market,
educating prospects difficult alone #prodmgmttalk -4:44 PM Aug 1st, 2011

cindyfsolomon branding is not something product managers are necessarily concerned with..., but I engage
in a lot of twitter chats about it #prodmgmttalk -4:44 PM Aug 1st, 2011

baltomel A4 The competitor could have a more active/vocal set of customers - sharing their product
details/benefits. #prodmgmttalk -4:44 PM Aug 1st, 2011

VFigatelix A4 - they have better ears so they listen 2 cust, or they have flexible orgazations, they might be
nich players, smaller, etc#prodmgmttalk -4:44 PM Aug 1st, 2011

cindyfsolomon Welcome Diane! @Trillogy3 Nice to see you here!#prodmgmttalk -4:45 PM Aug 1st, 2011

ProdMgmtTalk A4 - in the world of search, don't lose sight of SEO. Will ur prospects even find u in search or
just find ur competitor?#prodmgmttalk -4:45 PM Aug 1st, 2011

cindyfsolomon RT @baltomel: A4 The competitor could have a more active/vocal set of customers - sharing
their product details/benefits. #prodmgmttalk -4:45 PM Aug 1st, 2011

lmckeogh A4: Competitor could be taking customer out for beers. ;-0 (Since we haven't had a mention
yet) #prodmgmttalk -4:46 PM Aug 1st, 2011

ErikaLAndersen +1 RT @ProdMgmtTalk: A4 - in search world, dont lose sight of SEO. Will prospects even
find you or just competitor?#prodmgmttalk -4:46 PM Aug 1st, 2011

baltomel Enjoying a good product management discussion on Twitter: #prodmgmttalk -4:46 PM Aug 1st,
2011

cindyfsolomon RT @ProdMgmtTalk in world of search dont lose sight of SEO Will ur prospects even find u
in search or just find ur competitor? #prodmgmttalk -4:47 PM Aug 1st, 2011


15



ErikaLAndersen Words used to describe product/brand help SEO#prodmgmttalk -4:47 PM Aug 1st, 2011

cindyfsolomon Glad you are here! RT @baltomel: Enjoying a good product management discussion on
Twitter:#prodmgmttalk -4:47 PM Aug 1st, 2011

ProdMgmtTalk SEO is extremely important if you are a B2C product manager - every visit is a potential for
sale right now!#prodmgmttalk -4:47 PM Aug 1st, 2011

cindyfsolomon RT @ProdMgmtTalk: SEO is extremely important if you are a B2C product manager - every
visit is a potential for sale right now! #prodmgmttalk -4:48 PM Aug 1st, 2011

ProdMgmtTalk SEO = inbound leads - customers looking for a solution to an existing problem. You need to
be found!#prodmgmttalk -4:48 PM Aug 1st, 2011

cindyfsolomon Coming up on Aug 22: SEO and Product Management with Deepak Gupta (mark your
calendars!)#prodmgmttalk -4:49 PM Aug 1st, 2011

Trillogy3 @cindyfsolomon Thanks - good to be here. Re: branding, prod mktg/mgmt needs to control prod.
brand and reinforce company brand #prodmgmttalk -4:49 PM Aug 1st, 2011

ErikaLAndersen At least look at web analytics to find commonly used search terms for your & competitor
product. #prodmgmttalk -4:50 PM Aug 1st, 2011

chattalks Q5 How can I find the most relevant information about my competitors? #prodmgmttalk -4:50
PM Aug 1st, 2011

cindyfsolomon Moving on to: Q5 How can I find the most relevant information about my
competitors? #prodmgmttalk -4:50 PM Aug 1st, 2011

Trillogy3 Q5: I've found industry analysts' positioning helpful.#prodmgmttalk -4:52 PM Aug 1st, 2011

cindyfsolomon Roger @rcauvin - what is distinction between Q1 and Q5? Is it: Q1 what competitors are
doing vs Q5 What competitors saying? #prodmgmttalk -4:52 PM Aug 1st, 2011

ErikaLAndersen For relevance, may need to consider implications of research findings #prodmgmttalk -4:52
PM Aug 1st, 2011


16



cindyfsolomon "how do you find out the perceptions of your brand relative to competition vs. how do you
just find out what they are doing" #prodmgmttalk -4:53 PM Aug 1st, 2011

ProdMgmtTalk A5 Relevance depends on the industry you are in. What was valid last week, may not be
valid today. Thinking news industry #prodmgmttalk -4:54 PM Aug 1st, 2011

chattalks Q6 Should I bring up competitors with my prospective customers and prove how we are
better? #prodmgmttalk -4:54 PM Aug 1st, 2011

ProdMgmtTalk A6 - Never - focus on the value you bring to the table to solve the prospect's
problems #prodmgmttalk -4:55 PM Aug 1st, 2011

cindyfsolomon A6 only talk about competitors when comparing superior benefits, value,
solutions... #prodmgmttalk -4:55 PM Aug 1st, 2011

ProdMgmtTalk A6 - for all you know your prospect may not even know about your competitors. You would
just delay the sale#prodmgmttalk -4:56 PM Aug 1st, 2011

ErikaLAndersen A6: depends on market. Dominant competitor? should mention elephant in room. New
industry? not clear cut#prodmgmttalk -4:56 PM Aug 1st, 2011

ProdMgmtTalk A6 - Never! focus on the value you bring to the table to solve the prospect's
problems #prodmgmttalk -4:56 PM Aug 1st, 2011

VFigatelix A6 - Totally Yes! comparison and competition helps finding a lasting
differentiator #prodmgmttalk -4:56 PM Aug 1st, 2011

baltomel A6 Initially, indirectly by addressing your strengtts vs their weaknesses. #prodmgmttalk -4:57 PM
Aug 1st, 2011

cindyfsolomon RT @ProdMgmtTalk: A6 - ONLY focus on the value you bring to the table to solve the
prospects problems#prodmgmttalk -4:57 PM Aug 1st, 2011

cindyfsolomon Good point! Choose differentiation RT@baltomel: A6 Initially, indirectly by addressing your
strengtts vs their weaknesses. #prodmgmttalk -4:57 PM Aug 1st, 2011


17



chattalks Thank you @gopalshenoy for an informative talk today! Everyone's participation
appreciated! #prodmgmttalk -4:58 PM Aug 1st, 2011

chattalks Join us next week: Tim Johnson @JohnsonTC for No MASHUBI: Product Marketing with a
Scalpel #prodmgmttalk -4:58 PM Aug 1st, 2011

chattalks Unedited transcript available soon at Aug 1 Transcript Cleaning http://bit.ly/ntuuPN scroll to
bottom & read up #prodmgmttalk -4:58 PM Aug 1st, 2011

ErikaLAndersen A6: Dominant competitor, must answer "good enough" question. Why go with you if
they're good enough?#prodmgmttalk -4:58 PM Aug 1st, 2011

chattalks Please blog about your insights to today's talk to be reposted
at http://www.prodmgmttalk.com #prodmgmttalk -4:58 PM Aug 1st, 2011

ProdMgmtTalk @baltomel - u basically get 2 set the rules of the game that you know you can win, provided
you solve the customer's problem #prodmgmttalk -4:58 PM Aug 1st, 2011

chattalks Happy to announce #PCampUtah on Sept 10, 2011 http://pcamputah.org #prodmgmttalk -4:58
PM Aug 1st, 2011

cindyfsolomon Thank you @rcauvin for jumping in to co-host today with @gopalshenoy! #prodmgmttalk -
4:58 PM Aug 1st, 2011

chattalks Like us on facebook http://on.fb.me/ncKUD8 #prodmgmttalk -4:59 PM Aug 1st, 2011

chattalks Follow us on LinkedIn http://linkd.in/pJ8B68 Join LinkedIn
group http://linkd.in/jRmwRx #prodmgmttalk -4:59 PM Aug 1st, 2011

ErikaLAndersen You choose playing field RT @ProdMgmtTalk: @baltomel - u basically get 2 set the rules of
the game that you know you can win #prodmgmttalk -4:59 PM Aug 1st, 2011

chattalks Need a google+ invite? @cindyfsolomon Join me on Google+ for Global Product Management Talk
Circle #prodmgmttalk-4:59 PM Aug 1st, 2011

chattalks Contribute to the Global Product Management Talk blog http://bit.ly/eOFmB6 #prodmgmttalk -
4:59 PM Aug 1st, 2011


18



Trillogy3 Thanks everyone for a good chat! #prodmgmttalk -4:59 PM Aug 1st, 2011

VFigatelix thxs guys!! loved the topic #prodmgmttalk -4:59 PM Aug 1st, 2011

chattalks Global Product Management Talk Speaker Schedule http://bit.ly/gV5xsM #prodmgmttalk -4:59
PM Aug 1st, 2011

ProdMgmtTalk Thanks everyone for attending. I learnt quite a bit #prodmgmttalk -5:00 PM Aug 1st, 2011

chattalks Subscribe to our newsletter (coming soon!) http://bit.ly/ouZN8J #prodmgmttalk -5:00 PM Aug
1st, 2011

ErikaLAndersen Looking for volunteers http://bit.ly/rpkCvA RT@chattalks: Happy to
announce #PCampUtah on Sept 10, 2011http://pcamputah.org #prodmgmttalk -5:00 PM Aug 1st, 2011

ErikaLAndersen Me, too. RT @VFigatelix: thxs guys!! loved the topic #prodmgmttalk -5:00 PM Aug 1st, 2011

Trillogy3 @cindyfsolomon - interesting combining the audio and tweetchat. Thanks! #prodmgmttalk -5:01
PM Aug 1st, 2011

rcauvin Thanks to @gopalshenoy for today's #prodmgmttalk on competitive analysis! #prodmgmt -5:01 PM
Aug 1st, 2011

chattalks Thanks @Trillogy3 glad we can get our chat out there in many different modes! #prodmgmttalk -
5:02 PM Aug 1st, 2011

chattalks Want to reach target audience of Product Management people? Sponsor Global Product
Management Talk!http://bit.ly/gF0Tt3 #prodmgmttalk -5:03 PM Aug 1st, 2011

cindyfsolomon Thank you to Joy @chattalks who is helping produce the chats! She'll be editing audio to be
at www.prodmgmttalk.com #prodmgmttalk -5:05 PM Aug 1st, 2011


19


Aug 1: The Global Product Management Talk on Know Your Enemy with Gopal Shenoy

Recommandé

Recommandé

Contenu connexe

Similaire à Aug 1: The Global Product Management Talk on Know Your Enemy with Gopal Shenoy

Similaire à Aug 1: The Global Product Management Talk on Know Your Enemy with Gopal Shenoy (20)

Dernier

Dernier (20)

Aug 1: The Global Product Management Talk on Know Your Enemy with Gopal Shenoy