Best Practice Report

Don’t Battle The Competition: Win With Actionable Competitive Positioning Guides

Enable Sales With Guidance On Differentiated Value

April 17th, 2023
John Buten, Principal Analyst
John Buten Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , Jennifer Bullock , Shelby Muschler , Drew Zalucky

Summary

Portfolio marketers are responsible for running competitive analysis, crafting relevant messaging, and creating knowledge assets to support sales. Oftentimes, these different tasks get comingled — as a result, competitive positioning guides are not optimized for sales reps to use in their buyer interactions. The creation of successful guides requires a single-minded focus on positioning approaches sales reps can use in their interactions, not just lists of information. This report provides portfolio marketers with best practices for creating actionable competitive positioning guides that focus on the value buyers receive from the company’s offerings relative to the competition.

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