How should you approach hiring for a competitive intel role? Erica Howes is an employer brand and recruitment marketing consultant. She helps hiring teams capture and share employee stories so that they can show candidates what it's really like to work at an organization.
Erica helped me go behind the job description for a role that I'm currently hiring for at Airtable: Competitive Enablement Manager.
Erica helped me unpack what candidates for this role might actually be looking for. She's really good at asking questions that make you share beyond the surface level. I know this very well because... well, we're actually.. married. She inspires me every day.
More about Erica: https://ericahowes.ca/ (https://ericahowes.ca/)
Competitive Intelligence Certified, my course with the Product Marketing Alliance: https://certified.productmarketingalliance.com/p/competitive-intelligence-certified (https://certified.productmarketingalliance.com/p/competitive-intelligence-certified)
7 Feb 2022
Competitive comparison pages that break expectations | Federico Jorge
Competitive comparison landing pages. Maybe you have them, maybe they're in your plan for this year. Either way, customers are searching for information about your products versus the alternatives. Are you a part of that conversation or are you letting your competitors shape the narrative? Federico Jorge is the founder of stack against a highly specialized agency focused on comparison pages for SaaS companies.
Competitive Intelligence Certified | https://certified.productmarketingalliance.com/p/competitive-intelligence-certified (https://certified.productmarketingalliance.com/p/competitive-intelligence-certified)
9 Dec 2021
Your battlecards gotta have this | Andy Tran
Andy Tran is one of the sharpest sellers I have ever worked with. He's currently an Account Executive at Biorender. And after this conversation with Andy, I ran back to my battlecards to update them based on what we talked about.
27 Oct 2021
How content marketing creates competitive advantage | Eli Woolery
Is it possible to create competitive advantage by giving something away for free?
Eli Woolery is the Sr Director of Design Education at InVision, where content marketing looks less like a typical B2B SaaS content team and more like a full-on media company. With its generous investment in content and education over many years, InVision has helped lift up the design community to true business leaders, transforming entire industries.
7 Sept 2021
Getting the real story using win/loss analysis | Natasha Narayan
Win/loss analysis. You've heard about it, maybe you've penciled it into this year's OKRs. But are you really ready to make it a priority? Do you know what you're getting into?
Natasha Narayan is the CEO and Co-founder at IcebergIQ, a consultancy that helps B2B software companies learn from candid conversations with their customers and prospects.
23 Aug 2021
Competitive enablement at scale | Andy McCotter-Bicknell
It's great that you're becoming the go-to person for competitive intel, but how are you ensuring that you aren't becoming a bottleneck? Andy McCotter-Bicknell leads Competitive at ZoomInfo, supporting over 1000 sellers.
25 Oct 2020
That sucks but thank you | Ryan MacDonald
Why do some research findings collect dust, while others drive real organizational change? Ryan MacDonald thinks it has less to do with how well they're presented, and more to do with everything that happens before the research even begins.
6 Oct 2020
Monitoring is not enough | Maithilee Nargundkar
Maithilee Nargundkar is shaping market insights that help Wiley Publications make sense of its rapidly changing industry. She'll school on why "monitoring" is an outdated approach to CI.
19 Aug 2020
Say more with less | Melanie Grefsheim
Melanie Grefsheim wants you to cut your 60-page battlecards down to the most crucial soundbites. The stuff that Sales can actually use.
14 Jul 2020
The 90 day CI plan | Tracy Berry
If you are building a CI program from scratch, you need to hear from Tracy Berry at ServiceMax.
29 Jun 2020
Transparency over perfection | Clint Sprauve
Would you ever put your competitive intelligence out in the open, for the world to see? That’s what Clint Sprauve and the team at Gitlab do. Learn the surprising benefits of this culture of extreme transparency. Learn the difference between having something “unique,” and having something “defensible.” And learn how Clint's perspectives on CI have changed since moving to a Solutions Architect role.
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