key questions answered

What are your competitor’s key product features? How do they work?

How do your competitor’s price their products/services?

How do they position and message? How do they differentiate?

What are your Points of Parity (POPs) and Points of Differentiation (PODs)?

How do they go-to-market? What channels do they use?

What do their customers think of them?

paradoxes approach

  • Comparative analysis
  • Product teardowns
  • Mystery shopping
  • Win/loss interviews
  • Battlecard development
  • IDIs
  • Quantitative surveys

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