Measuring the Success Of Your Competitive Intel Program
+ How To Build a Newsletter-Based Media Company
Please do not measure the success of your Competitive Intel program by Competitive Win Rate.
At least not when you’re first starting out.
Seems counterintuitive. But here’s three reasons why:
Most CI teams are educating internally—not following up with prospects and closing deals.
Competitors are just one variable in a deal. Others, like the product, sales experience, price, and connections, are outside of a CI team’s scope and control.
Many prospects are openly evaluating competitors… then go dark. Did they go with a competitor? Did they go in another direction? Impossible to know.
Instead, start measuring your CI program’s success by:
your sales team’s confidence against competitors with surveys
tracking competitive content adoption like battlecards and shareable one-pagers
attaching yourself to large company projects like product launches, website revamps, and rebrands
Does this mean you should ditch competitive win rate entirely? Absolutely not. In fact, it could be a great north star metric for your program to work up to.
Crawl —> Walk —> Run
Most companies are low on the CI program maturity model. And owning a massive number like “competitive win rate” right off the bat is a losing battle.
Building a Newsletter-Based Media Company
In this episode, you’ll learn:
the powerful social media metrics that most people ignore
a new perspective on tackling imposter syndrome
why you might want to reconsider starting that Substack
Advice from the Community
2,000+ messages are exchanged every month by your favorite Product Marketers in the Healthy Competition community. Here are some recent threads that got the community talking.
Not a member? Easy peasy. Just join here.
Great tips from Gaetano on how to build competitive comparison content
Don’t be afraid to tap into your customers’ unspoken truths. Heinz did this brilliantly with their most recent ad campaign.
🥥🍍🥑 Fruity Memes 🍎🍉🫐
You don't even have a website buddy #b2bmarketing #b2bsales #saas #techtok #corporatehumor #businesstok #productmarketing #pmm
"Our only competitor is the status quo" #categorydesign #competitiveintelligence #saas #b2bmarketing #founders #techtok #businesstok #prod... See more
What'd you think of this week's newsletter?
That’s a wrap. Enjoy the rest of your week.
Stay Healthy, my friends.