Soumettre la recherche
Mettre en ligne
Destroying the competition with superior analytics
•
1 j'aime
•
346 vues
ProductCamp Atlanta
Suivre
From ProductCamp Atlanta 5
Lire moins
Lire la suite
Business
Carrière
Signaler
Partager
Signaler
Partager
1 sur 16
Télécharger maintenant
Télécharger pour lire hors ligne
Recommandé
Enterprise software product management lessons learnt
Enterprise software product management lessons learnt
Nagarjun Kandukuru
Startup Pitch Bootcamp: Learn How to Pitch for Funding
Startup Pitch Bootcamp: Learn How to Pitch for Funding
Sergey Sundukovskiy
The Product Market Fit Cycle (Updated to v. 2.0)
The Product Market Fit Cycle (Updated to v. 2.0)
Carlos Espinal
What We Learned Working with The Challenger Customer by CEB
What We Learned Working with The Challenger Customer by CEB
Simplifilm
4.4 customer validation
4.4 customer validation
Rick Rasmussen
Beaver Fan Mail – Etm, Damn Fine2
Beaver Fan Mail – Etm, Damn Fine2
yippiojames
Channel Strategy: Framework for Succes
Channel Strategy: Framework for Succes
Capgemini
Creating a Go To Market Channel Strategy
Creating a Go To Market Channel Strategy
SVPMA
Recommandé
Enterprise software product management lessons learnt
Enterprise software product management lessons learnt
Nagarjun Kandukuru
Startup Pitch Bootcamp: Learn How to Pitch for Funding
Startup Pitch Bootcamp: Learn How to Pitch for Funding
Sergey Sundukovskiy
The Product Market Fit Cycle (Updated to v. 2.0)
The Product Market Fit Cycle (Updated to v. 2.0)
Carlos Espinal
What We Learned Working with The Challenger Customer by CEB
What We Learned Working with The Challenger Customer by CEB
Simplifilm
4.4 customer validation
4.4 customer validation
Rick Rasmussen
Beaver Fan Mail – Etm, Damn Fine2
Beaver Fan Mail – Etm, Damn Fine2
yippiojames
Channel Strategy: Framework for Succes
Channel Strategy: Framework for Succes
Capgemini
Creating a Go To Market Channel Strategy
Creating a Go To Market Channel Strategy
SVPMA
Business concepts
Business concepts
ammar meza
How to Dominate the Marketplace with a Great Product & Winning Business Strategy
How to Dominate the Marketplace with a Great Product & Winning Business Strategy
Joseph Essien
Why We Win (Or Lose): Powering Your CI Program with Win/Loss Analysis
Why We Win (Or Lose): Powering Your CI Program with Win/Loss Analysis
Kristine Culp
Sales - Entrepreneurship 101
Sales - Entrepreneurship 101
MaRS Discovery District
7steps marketing power workshop 9.30.10
7steps marketing power workshop 9.30.10
Moxie Marketing
Pitching the Plan - Nutter McClennen & Fish LLP
Pitching the Plan - Nutter McClennen & Fish LLP
Jeremy Halpern
The marketing brief worksheet developed by napier marketing group
The marketing brief worksheet developed by napier marketing group
Napier Marketing Group, LLC.
The Art of Selling Space - Marketing Strategy for Hosting Providers
The Art of Selling Space - Marketing Strategy for Hosting Providers
Total Product Marketing
Phil Burton V 42 rules of pmm
Phil Burton V 42 rules of pmm
Silicon Valley ProductCamp
The Brave New World of Technology: Travis Wright
The Brave New World of Technology: Travis Wright
Wright Strategy Advisors
So you want to be customer centric?
So you want to be customer centric?
Futurelab
Sales win loss analysis - Increase your sales closure ratio by 10% in less th...
Sales win loss analysis - Increase your sales closure ratio by 10% in less th...
Roch Gauthier
The Start Up Challenge
The Start Up Challenge
Mike Kay
Social Selling
Social Selling
Neal Niemiec M.S., GISP
Idc sales-enablement-jan-2009-1233092175549133-2 (1)
Idc sales-enablement-jan-2009-1233092175549133-2 (1)
Inflexion-Point Strategy Partners
IDC Sales Enablement Jan 2009
IDC Sales Enablement Jan 2009
Lee Levitt
Bd conversion mapping
Bd conversion mapping
Bulldog Solutions and Frost & Sullivan
SMM06. Bullseye: Data-Driven Ways to Increase Pipeline
SMM06. Bullseye: Data-Driven Ways to Increase Pipeline
SalesLoft
Lead To Win Bootcamp - Day 2
Lead To Win Bootcamp - Day 2
Lead To Win
So you want to be customer centric?
So you want to be customer centric?
Alain Thys
PCamp7 Session: Aligning Sales & Marketing
PCamp7 Session: Aligning Sales & Marketing
ProductCamp Atlanta
PCamp7 Session: Copying Einstein – Germinate Your Great Idea While on the Pa...
PCamp7 Session: Copying Einstein – Germinate Your Great Idea While on the Pa...
ProductCamp Atlanta
Contenu connexe
Similaire à Destroying the competition with superior analytics
Business concepts
Business concepts
ammar meza
How to Dominate the Marketplace with a Great Product & Winning Business Strategy
How to Dominate the Marketplace with a Great Product & Winning Business Strategy
Joseph Essien
Why We Win (Or Lose): Powering Your CI Program with Win/Loss Analysis
Why We Win (Or Lose): Powering Your CI Program with Win/Loss Analysis
Kristine Culp
Sales - Entrepreneurship 101
Sales - Entrepreneurship 101
MaRS Discovery District
7steps marketing power workshop 9.30.10
7steps marketing power workshop 9.30.10
Moxie Marketing
Pitching the Plan - Nutter McClennen & Fish LLP
Pitching the Plan - Nutter McClennen & Fish LLP
Jeremy Halpern
The marketing brief worksheet developed by napier marketing group
The marketing brief worksheet developed by napier marketing group
Napier Marketing Group, LLC.
The Art of Selling Space - Marketing Strategy for Hosting Providers
The Art of Selling Space - Marketing Strategy for Hosting Providers
Total Product Marketing
Phil Burton V 42 rules of pmm
Phil Burton V 42 rules of pmm
Silicon Valley ProductCamp
The Brave New World of Technology: Travis Wright
The Brave New World of Technology: Travis Wright
Wright Strategy Advisors
So you want to be customer centric?
So you want to be customer centric?
Futurelab
Sales win loss analysis - Increase your sales closure ratio by 10% in less th...
Sales win loss analysis - Increase your sales closure ratio by 10% in less th...
Roch Gauthier
The Start Up Challenge
The Start Up Challenge
Mike Kay
Social Selling
Social Selling
Neal Niemiec M.S., GISP
Idc sales-enablement-jan-2009-1233092175549133-2 (1)
Idc sales-enablement-jan-2009-1233092175549133-2 (1)
Inflexion-Point Strategy Partners
IDC Sales Enablement Jan 2009
IDC Sales Enablement Jan 2009
Lee Levitt
Bd conversion mapping
Bd conversion mapping
Bulldog Solutions and Frost & Sullivan
SMM06. Bullseye: Data-Driven Ways to Increase Pipeline
SMM06. Bullseye: Data-Driven Ways to Increase Pipeline
SalesLoft
Lead To Win Bootcamp - Day 2
Lead To Win Bootcamp - Day 2
Lead To Win
So you want to be customer centric?
So you want to be customer centric?
Alain Thys
Similaire à Destroying the competition with superior analytics
(20)
Business concepts
Business concepts
How to Dominate the Marketplace with a Great Product & Winning Business Strategy
How to Dominate the Marketplace with a Great Product & Winning Business Strategy
Why We Win (Or Lose): Powering Your CI Program with Win/Loss Analysis
Why We Win (Or Lose): Powering Your CI Program with Win/Loss Analysis
Sales - Entrepreneurship 101
Sales - Entrepreneurship 101
7steps marketing power workshop 9.30.10
7steps marketing power workshop 9.30.10
Pitching the Plan - Nutter McClennen & Fish LLP
Pitching the Plan - Nutter McClennen & Fish LLP
The marketing brief worksheet developed by napier marketing group
The marketing brief worksheet developed by napier marketing group
The Art of Selling Space - Marketing Strategy for Hosting Providers
The Art of Selling Space - Marketing Strategy for Hosting Providers
Phil Burton V 42 rules of pmm
Phil Burton V 42 rules of pmm
The Brave New World of Technology: Travis Wright
The Brave New World of Technology: Travis Wright
So you want to be customer centric?
So you want to be customer centric?
Sales win loss analysis - Increase your sales closure ratio by 10% in less th...
Sales win loss analysis - Increase your sales closure ratio by 10% in less th...
The Start Up Challenge
The Start Up Challenge
Social Selling
Social Selling
Idc sales-enablement-jan-2009-1233092175549133-2 (1)
Idc sales-enablement-jan-2009-1233092175549133-2 (1)
IDC Sales Enablement Jan 2009
IDC Sales Enablement Jan 2009
Bd conversion mapping
Bd conversion mapping
SMM06. Bullseye: Data-Driven Ways to Increase Pipeline
SMM06. Bullseye: Data-Driven Ways to Increase Pipeline
Lead To Win Bootcamp - Day 2
Lead To Win Bootcamp - Day 2
So you want to be customer centric?
So you want to be customer centric?
Plus de ProductCamp Atlanta
PCamp7 Session: Aligning Sales & Marketing
PCamp7 Session: Aligning Sales & Marketing
ProductCamp Atlanta
PCamp7 Session: Copying Einstein – Germinate Your Great Idea While on the Pa...
PCamp7 Session: Copying Einstein – Germinate Your Great Idea While on the Pa...
ProductCamp Atlanta
The Poison Pill of Product Development: Bad Requirements
The Poison Pill of Product Development: Bad Requirements
ProductCamp Atlanta
How to win friends and influence people (...with data)
How to win friends and influence people (...with data)
ProductCamp Atlanta
Product Lifecycle Management Process and Software Tools
Product Lifecycle Management Process and Software Tools
ProductCamp Atlanta
ProductCamp Atlanta 2011 Sponsor Slides
ProductCamp Atlanta 2011 Sponsor Slides
ProductCamp Atlanta
Plus de ProductCamp Atlanta
(6)
PCamp7 Session: Aligning Sales & Marketing
PCamp7 Session: Aligning Sales & Marketing
PCamp7 Session: Copying Einstein – Germinate Your Great Idea While on the Pa...
PCamp7 Session: Copying Einstein – Germinate Your Great Idea While on the Pa...
The Poison Pill of Product Development: Bad Requirements
The Poison Pill of Product Development: Bad Requirements
How to win friends and influence people (...with data)
How to win friends and influence people (...with data)
Product Lifecycle Management Process and Software Tools
Product Lifecycle Management Process and Software Tools
ProductCamp Atlanta 2011 Sponsor Slides
ProductCamp Atlanta 2011 Sponsor Slides
Dernier
Business Model Canvas (BMC)- A new venture concept
Business Model Canvas (BMC)- A new venture concept
P&CO
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
amitlee9823
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
rajveerescorts2022
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
Sheetaleventcompany
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Seo
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
amitlee9823
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
dlhescort
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
lizamodels9
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
lizamodels9
Falcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in india
Falcon Invoice Discounting
Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1
kcpayne
Marel Q1 2024 Investor Presentation from May 8, 2024
Marel Q1 2024 Investor Presentation from May 8, 2024
Marel
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
Call Girls in Nagpur High Profile Call Girls
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Damini Dixit
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
dollysharma2066
Phases of Negotiation .pptx
Phases of Negotiation .pptx
nandhinijagan9867
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
Workforce Group
Uneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration Presentation
uneakwhite
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
Admir Softic
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
kapoorjyoti4444
Dernier
(20)
Business Model Canvas (BMC)- A new venture concept
Business Model Canvas (BMC)- A new venture concept
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Falcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in india
Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1
Marel Q1 2024 Investor Presentation from May 8, 2024
Marel Q1 2024 Investor Presentation from May 8, 2024
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
Phases of Negotiation .pptx
Phases of Negotiation .pptx
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
Uneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration Presentation
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
Destroying the competition with superior analytics
1.
Mark Wood September 10,
2011
2.
1.
Improve the effectiveness of your sales channel(s) You should be able to measure an improvement in win-loss percentage or sales cycle length 2. Improve the effectiveness of targeted marketing You should be able to measure an increase in lead generation for specific market segments 3. Inform your own decision making as a PM Be careful! Don’t assume the opposing product manager knows the market as well as or better than you do. © Mark Wood 2011. All Rights Reserved.
3.
Other suggestions for how to measure the effect of Competitive Analysis on business efficiency? © Mark Wood 2011. All Rights Reserved.
4.
Source
Credibility How to get it • Buy it • Trade for it Their product 100% • Have one of their customers give you access Their customers & • User groups • CAC/Win-loss • Help forum 75% prospects • Enhancement forum • Blogs, social media • Web site, white papers, etc. • SEC filings Their marketing 50% • Their social media feeds • Tradeshows Industry analysts 50% • Industry analysts libraries • Job boards • SEO analytics/adword buys Internet chatter 25% • LinkedIn.com • Google Alerts • Hire them • Interview/phone screen them Their employees ** • Dumpster dive © Mark Wood 2011. All Rights Reserved.
5.
Other data sources? Ways to get them? © Mark Wood 2011. All Rights Reserved.
6.
Product vs. Product “My product is a better fit for you than theirs is” “My product does more” “My product costs less” Product Line vs. Product Line “Our product line is [ superior | more integrated ] than theirs” Company vs. Company “We are a better partner for you (sales, support, services, etc.)” “Nobody ever got fired for buying IBM” © Mark Wood 2011. All Rights Reserved.
7.
One for you Another for internal (sales) consumption Another (?) for external use Important! Create a taxonomy I use *any* feature that *any* competitor claims Objectivity is key here – without this, it’s just a marketing piece However, use some judgment; market must care © Mark Wood 2011. All Rights Reserved.
8.
Don’t just do product features Include relevant product line or company data. Are you $45B company competing with a startup? Make financial stability an issue. Make “Will they be around tomorrow?” or “Will they be bought by someone you dislike?” issues Identify 3-5 items that form the foundation of your competitive reasoning and are: Defensible Demonstrable Meaningful to the buyer Avoid hype or BS This is why you should do this!! © Mark Wood 2011. All Rights Reserved.
9.
I like to do this off the matrix Strength: We have it, others don’t Weakness: We lack it, others have it Opportunity: We lack it, others lack it, too Common: We have it, others do, too = table stakes for the market Threats are things not on the matrix yet Easy to automate in Excel Set a global threshold ($T$1) IF (AND(our cell is blank, count of competitors > THRESHOLD), “W”, “”) © Mark Wood 2011. All Rights Reserved.
10.
When you know What your strengths are and How to compete most effectively You can help sales qualify prospects more quickly Try to give them three questions they can ask to identify deals they can win more quickly If used by sales, this can yield better win-loss and shorter sales cycles © Mark Wood 2011. All Rights Reserved.
11.
You can
also poison the mind of the prospect against specific competition when you have this information I like to give sales Five Questions to make sure remain in the mind of the prospect Subtle: Raise these as important advantages without mentioning competitors explicitly Not-so-subtle: Say “Ask these guys these questions when they show up” Important: These must be real issues and not easily refuted. If the competitor can easily bat these away, then your sales team loses credibility © Mark Wood 2011. All Rights Reserved.
12.
A second-order analysis Look at the competitive matrix with a competitor’s eye What would you say if you were the competitor? How can your sales team respond effectively? Can you plant your responses in the mind of the prospect before the competition does, so that competition strategy is DOA? I like to give the sales team “Three Issues the Competition Will Raise and How To Respond” © Mark Wood 2011. All Rights Reserved.
13.
A way
to help Marketing is to write positioning documents for each of your products These should Emphasize your key competitive advantages AND Help Marketing identify high-quality prospect for the product © Mark Wood 2011. All Rights Reserved.
14.
Any other assets y’all have created or used effectively? © Mark Wood 2011. All Rights Reserved.
15.
A solid analysis, with competitor product/service available, takes a full week. Including time to create sales and marketing assets Involving QA can sometimes be positive, too I like to try and update assets at least once per year But you may need to do it more often If you’re successful with Sales and Marketing, they’ll become allies in making time to do this © Mark Wood 2011. All Rights Reserved.
16.
Thanks for your participation today! Enjoy the rest of ProductCamp. © Mark Wood 2011. All Rights Reserved.
Télécharger maintenant