Stakeholders

Features are all about the product, while benefits are all about the customer. The difference might seem subtle, but using benefits instead of features in your marketing strategy makes a huge difference to how likable your brand is....

Assumptions and biases can bite you. Sensible strategizing involves identifying the assumptions you're making, and pressure testing them before taking on risk....

We've covered sales, marketing, and product, but there's another group that can make even greater use of competitive insights: the C-suite....

Product, design, and engineering might now be the first teams that spring to mind when you’re thinking about who can benefit from a competitive intelligence (CI) program. But if you overlook these groups, you’re missing out on a huge opportunity to make a real impact in your company....

By working closely with your marketing teams, you can weave your competitive positioning into your prospects’ buying process from the outset. That way, you’ll be the obvious choice when it’s time to buy....

Sales and customer success teams need to be able to handle prospects' objections and speak confidently about competitors. Here's how your CI helps them do that....