For this edition of the newsletter, we’re contrasting go-to-market philosophies: is it better to be prepared to face off with your competitors, or to chart a different path and play your own game?

To dig deeper, we’re featuring guides from two experts:

Andrew McCotter-Bicknell
Andrew McCotter-Bicknell

Establishing a Competitive Intelligence Program

Andrew McCotter-Bicknell is the Head of Competitive Intelligence at ClickUp and was previously the Head of Competitive Intelligence at ZoomInfo. In this guide, he explains how to research your competitive landscape and arm sales and marketing teams with powerful competitive intelligence.


John Rougeux
John Rougeux

Designing a Category

John Rougeux is VP of Marketing Strategy at BombBomb and hosts the #CategoryCreation series on the B2B Growth Show podcast. In this guide, he explains how to use category design to capitalize on unclaimed market territory and to help prospects evaluate your product using advantageous criteria.


Competitive intelligence provides insights to win in competitive situations

From Andrew, “The more competitive intelligence you have, the more clearly you’ll be able to differentiate yourself from competitors when speaking to your ideal customers. In today’s B2B landscape, there’s tactical work that needs to be done to arm sales reps with the right information they need to win deals, marketers with differentiating messaging, and product or engineering teams with the data they need to build products that resonate with customers.” 

Category designers change the terms of competition

From John, “Businesses tend to operate in a kind of paradigm where they’re trying to convince people that they’re better than their competition, and that’s very appropriate in a lot of situations. Category design is when you step outside of those bounds. Category designers are solving a different problem or have such a different approach that customers can’t compare what they’re doing to existing solutions in the marketplace.”

Ultimately, it may be a bit of a false dichotomy…

From Andrew, “Even if you’re trying to create a new category, you’ll still need to understand the previous ways of thinking that you compete against. As you’re approaching your ideal customer, you’ll need to sway them out of thinking that maybe they could use another vendor in an established category for that same thing.

To read more about both approaches, check out this month’s featured guides.

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