Starting and Scaling a Competitive Intelligence Program w/ Leaders From Freshworks, Zscaler, and 6sense

Healthy Competition: Product Marketing | Competitive Intelligence | Strategy

#Business #Andy McCotter-Bicknell

22:08

Host Francesca Amiker sits down with directors Joe and Anthony Russo, producer Angela Russo-Otstot, stars Millie Bobby Brown and Chris Pratt, and more to uncover how family was the key to building the emotional core of The Electric State . From the Russos’ own experiences growing up in a large Italian family to the film’s central relationship between Michelle and her robot brother Kid Cosmo, family relationships both on and off of the set were the key to bringing The Electric State to life. Listen to more from Netflix Podcasts . State Secrets: Inside the Making of The Electric State is produced by Netflix and Treefort Media.…

hace 3 años 51:41

MP3•Episodio en casa

If you only listen to one podcast episode about Competitive Intelligence—make it this one.

We dive deep into starting and scaling a Competitive Intel program with:

Tracy Berry: Director of Competitive Intelligence & Communication at Freshworks
Mitesh Shah: Sr. Director of Competitive & Technical Marketing at Zscaler
Paul Osmond: Sr. Director of Market & Competitive Intelligence at 6sense

This thing is jam-packed with value. It'd be a disservice to try and summarize it. Just jump in.

Follow Tracy: LinkedIn

Follow Mitesh: LinkedIn

Follow Paul: LinkedIn

Continue the conversation with me: LinkedIn | TikTok | Twitter

This episode is brought to you by The Competitive Playbook (hey, that's me! 😀): The Competitive Playbook

The Competitive Playbook has helped 100+ founders, product marketers, and enablement professionals build or optimize their Competitive Intel programs. Learn more about why folks from Slack, Metadata, Zendesk, Highspot, and more are using the course to build healthy competitive programs at competitiveplaybook.com.

63 episodios

Starting and Scaling a Competitive Intelligence Program w/ Leaders From Freshworks, Zscaler, and 6sense

Healthy Competition: Product Marketing | Competitive Intelligence | Strategy

published hace 3 años

MP3•Episodio en casa

If you only listen to one podcast episode about Competitive Intelligence—make it this one.

We dive deep into starting and scaling a Competitive Intel program with:

Tracy Berry: Director of Competitive Intelligence & Communication at Freshworks
Mitesh Shah: Sr. Director of Competitive & Technical Marketing at Zscaler
Paul Osmond: Sr. Director of Market & Competitive Intelligence at 6sense

This thing is jam-packed with value. It'd be a disservice to try and summarize it. Just jump in.

Follow Tracy: LinkedIn

Follow Mitesh: LinkedIn

Follow Paul: LinkedIn

Continue the conversation with me: LinkedIn | TikTok | Twitter

This episode is brought to you by The Competitive Playbook (hey, that's me! 😀): The Competitive Playbook

63 episodios

#Business #Andy McCotter-Bicknell

Todos los episodios

1
Quick lil announcement 2:48

hace 1 year2:48

2:48

listen :-)

1
April Dunford: Nailing Competitive Positioning 36:02

hace 1 year36:02

36:02

April Dunford is the world's leading expert on positioning for B2B tech companies and the author of 'Obviously Awesome' as well as the newly released 'Sales Pitch.' We focused on how competitive intel and positioning intersect in business: - bashing "approaches," not competitors - the importance of positioning your competitors - when to mention competitors (and when to leave them be) - why you shouldn't be scared of talking about competitors - why you need to know your differentiated value And lots more. Follow April: website | LinkedIn Check out her new book: Sales Pitch Continue the conversation with me: ⁠⁠⁠LinkedIn ⁠⁠⁠ This episode is brought to you by the ⁠⁠⁠ Healthy Competition⁠⁠⁠ community . 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!…

1
Lessons From Scaling a YC-Backed Startup w/ Emir Atli (Co-Founder & Chief Revenue Officer @ HockeyStack) 24:23

hace 1 year24:23

24:23

Emir Atli is the Co-Founder and Chief Revenue Officer at HockeyStack, a GTM analytics platform for B2B companies to analyze, forecast, and optimize their marketing. I joked with Emir that I feel like HockeyStack came out of nowhere but are now a constant presence in my LinkedIn feed. We dove into the reason for that, as well as Emir's thoughts on: what to do when competitors lie about your product the benefits of going through Y Combinator when to buy-out your prospect's contract with a competitor how they'll be using their recent seed funding why it's hard to start a martech business right now and lots more! Follow Emir: LinkedIn Check out HockeyStack: Website Continue the conversation with me: ⁠⁠⁠LinkedIn⁠⁠⁠ | ⁠⁠⁠TikTok⁠⁠⁠ | ⁠⁠⁠Twitter⁠⁠⁠ This episode is brought to you by the ⁠⁠⁠Healthy Competition⁠⁠⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!…

1
Getting Ahead as a Product Marketer With AI w/ Jess Petrella (Director of PMM @ Unbounce) 29:44

hace 1 year29:44

29:44

Jess Petrella is the Director of Product Marketing at Unbounce and the creator of multiple templates dedicated to helping Product Marketers succeed with AI. In this episode, we dove into: her favorite PMM workflows that incorporate AI her favorite AI tool among the many that she's tested mistakes she made during her AI research that you can avoid And lots more! Follow Jess: LinkedIn Check out her templates & courses: AI for Product Marketers , How to Use Notion AI for Product Marketing Continue the conversation with me: ⁠⁠LinkedIn⁠⁠ | ⁠⁠TikTok⁠⁠ | ⁠⁠Twitter⁠⁠ This episode is brought to you by the ⁠⁠Healthy Competition⁠⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!…

1
Behind the Curtain: Mastering the Art of Big Product Launches w/ Jason Oakley and Tamara Grominsky 55:21

hace 1 year55:21

55:21

In this episode, I was joined by Jason Oakley and Tamara Grominsky. They're both career Product Marketers that have led a ton of great launches over the years for companies like Klue, Unbounce, and Kajabi. We're all working together on a course for Product Marketers called Ready for Launch - The PMM's Guide to Product Launches , so I thought it'd be fun to share insider stories on important launches we each led. We also talk about some other launches from companies that caught our eye and why we liked or disliked them. Want to master the art of product launches? Join our upcoming cohort before Oct. 31st here: https://maven.com/course-crew/readyforlaunch Follow Jason: LinkedIn | ProductivePMM Follow Tamara: LinkedIn | PMMCamp Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between 100+ Competitive Intel and Product Marketing pros every month. Join today!…

1
Building a Content Marketing Agency & Managing External Threats w/ Brooklin Nash (Co-Founder of Beam Content) 17:39

hace 2 years17:39

17:39

Brooklin Nash is the Co-Founder of Beam Content, a content marketing agency that helps B2B SaaS companies create expert-driven content so that they can build trust with their buyers. Brooklin shared a great blog the other day that prompted me to reach out titled, "I gave a generative AI tool, a content farm, and a writer the same prompt. Here's what happened." It had me wondering how a content marketing agency deals with an external threat like ChatGPT and other generative AI-based SaaS companies. We touched on that topic, as well as: where generative AI is helpful for content, and where it's not (yet) how honing in on their target audience ensures that Beam sees more qualified, non-competitive conversations with prospects the decision-making process that led Brooklin to build an agency vs. remaining a freelancer and lots more! Follow Brooklin: LinkedIn Check out Beam: Website Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!…

1
Evidence-Based Marketing as a Competitive Advantage w/ Evan Huck (Co-Founder & CEO of UserEvidence) 31:01

hace 2 years31:01

31:01

Evan Huck is the CEO & Co-Founder of UserEvidence, the customer voice platform that automates social proof for GTM teams, generating verified case studies, testimonials, and stats in minutes. I’ve been a fan of UserEvidence for a while, so it was great to sit down with Evan and hear about their growth and how they’re standing out in a sea of GTM tools. By the end of this episode, you’ll learn: How to effectively use customer stories to win deals The pros and cons of selling in a non-defined space Evan’s #1 tip for entrepreneurs that are building today and lots more! Follow Evan: LinkedIn Check out UserEvidence: Website Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!…

1
Finding Your Dream Job in Product Marketing or Competitive Intelligence w/ Yi Lin Pei 39:53

hace 2 years39:53

39:53

This session was recorded live in the Healthy Competition community (healthycompetition.co). If you're into this kind of content, we'd love to have you! Yi Lin Pei is a career coach for product marketing, marketing and no-code tech roles. And in this live session, we chatted about what folks can do to find their dream jobs. A few topics we discussed: How to negotiate compensation packages When you should upskill before you pivot to a different career Why you should think like a Product Marketer during your job search The method that maximizes her clients' chances of getting an interview And lots more! Follow Yi Lin: LinkedIn | Website Join her upcoming cohort: Website Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!…

1
How HubSpot Does Competitive Intelligence w/ Jessica Davis (Manager of CI @ HubSpot) 40:37

hace 2 years40:37

40:37

This session was recorded live in the Healthy Competition community (healthycompetition.co). If you're into this kind of content, we'd love to have you! Jessica Davis is the Manager of Competitive Intelligence at HubSpot, and she shared a ton of great details about the program that her team has put together. how they got buy-in from their leadership team to invest in the CI team's headcount how they rolled out a brand new competitive intel program in 6 months that included 50+ new battlecards (and 90% engagement from the sales team) how often they update their competitive materials how HubSpot's competitive intel team is structured and the department they role up under And lots more. Follow Jessica: LinkedIn Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!…

1
Part 1: What Product Marketers Can Learn From Rockstars w/ Harvey Lee (VP of PMM at the Product Marketing Alliance) 45:38

hace 2 years45:38

45:38

Harvey Lee is the VP of Product Marketing at the Product Marketing Alliance. He's also a musician and spent lots of time in the music industry. I'm a musician too, so we geeked out about all things rock n' roll—history, specific bands, moments in time—and tweezed out what we felt PMMs could learn from them. Here are some specific topics we covered: Why bands pivot and change their sound Why legacy bands endure The effects tech shifts in music and how success is measured Why good bands fail How to spot a rockstar at your company Here's part 2 of this episode: Podcast Follow Harvey: LinkedIn Learn more about Harvey's new book, 'Backstage Pass': Website Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!…

1
Part 2: What Product Marketers Can Learn From Rockstars w/ Harvey Lee (VP of PMM at the Product Marketing Alliance) 1:06:54

hace 2 years1:06:54

1:06:54

Harvey Lee is the VP of Product Marketing at the Product Marketing Alliance. He's also a musician and spent lots of time in the music industry. I'm a musician too, so we geeked out about all things rock n' roll—history, specific bands, moments in time—and tweezed out what we felt PMMs could learn from them. Here are some specific topics we covered: Why bands pivot and change their sound Why legacy bands endure The effects tech shifts in music and how success is measured Why good bands fail How to spot a rockstar at your company Here's part 1 of this episode: Podcast Follow Harvey: LinkedIn Learn more about Harvey's new book, 'Backstage Pass': Website Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!…

1
Behind the Scenes of a Viral Guerrilla Marketing Campaign w/ Eldad Postan-Koren (Co-Founder & CEO of WINN.AI) 26:05

hace 2 years26:05

26:05

Eldad is the Co-Founder & CEO of WINN.AI, a real-time AI assistant that helps sales teams save time on busywork and win more deals. I learned about WINN.AI through a viral guerilla marketing campaign—they coordinated with 100+ sales influencers to record and post videos smashing their keyboards. It completely took over my LinkedIn feed, and I had to learn more. In this interview, we chatted about: Eldad's background in the Israeli Defense Forces How he researched the AI-assistant competitive landscape before launching WINN.AI The making of their viral campaign The results it produced And lots more! Check out WINN.AI: Website Check out their campaign video: Video Follow Eldad: LinkedIn Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today to accel your career in Product Marketing and help your company differentiate against competitors.…

1
Building a GTM Operating System w/ Derek Osgood (Founder & CEO of Ignition) 32:01

hace 2 years32:01

32:01

Derek Osgood is the Founder & CEO of Ignition, a collaborative hub to plan, execute, and measure go-to-market launches. He worked as a Product Marketer across multiple industries, such as gaming, banking, and SaaS, and now he's building the platform he wished he always had. In this interview, we talked about: what it was like being a PMM for Playstation his journey of going from PMM to founder opportunities and challenges of selling to Product Marketers Ignition's GTM strategy of niching down the ideal PMM tech stack And lots more! Follow Derek: LinkedIn Check out Ignition: Website Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today to accel your career in Product Marketing and help your company differentiate against competitors.…

1
Competitive Intel lessons from Oracle, AWS, and Databricks w/ Mayur Palta 28:07

hace 2 years28:07

28:07

Mayur Palta has led Competitive Intel at some of the world's most valuable companies. And he just published a book with the lessons he learned along the way. In this episode we dive into: what CEOs don't understand about Competitive Intel memorable competitive campaigns between Oracle, AWS, and Salesforce how to build your "compete" muscle with the Outcompete Operating System the ethics of working for companies that are competing with your prior employer And lots more. Make sure you grab a copy of Mayur's book, Outcompete . All proceeds from the book will go to Vibha , which empowers underprivileged children with the gift of education. So you can do some good AND learn a bit about competitive intel 💚 Follow Mayur: LinkedIn Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today to accel your career in Product Marketing and help your company differentiate against competitors.…

1
The Burnout Episode w/ Ranee Soundara 39:49

hace 2 years39:49