How To Report

Creating A Competitive Comparison Guide

January 1st, 2018
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
With contributors:
Amy Hayes , Barry Vasudevan , Beth Caplow , Barbara Winters , Katie Fabiszak , John Buten

Summary

The competitive comparison guide is a best practice tool used by a range of B2B sales and marketing functions. A common mistake when building such a guide is trying to serve too many audiences with too much detail. The challenge for portfolio marketers is to communicate key differentiators in a clear, easy-to-grasp format. They must package comprehensive information into a usable, not-too-complex guide for sales, communications, content, and demand creation teams. In this report, we describe the requirements for creating a competitive comparison guide for sales and marketing teams.

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