Tracking the Competition

There is an outstanding resource we recently discovered that provides a comprehensive "Competitive Research Playbook".

And and when we say, "comprehensive," buckle up. It is lengthy, but well worth the read. But the value this playbook can deliver is beyond just tracking competition.

The way our buyers "see" and understand the landscape of alternatives available to them is heavily influenced by the content and messaging produced by us and our competitors.

So the only way to really "see" the market the way your buyer sees it, is by understanding the relative position and messaging of your competitors. So think of this instead as the "Lens of the Buyer" Playbook.

Here is a sneak peak at one of our favorite components of the Playbook, the "Market Command Matrix."

This is one of the best methods we've seen to assess and take action on the competitive landscape, both current state and trends over time.

It is important to call out that most companies in the lower middle market (<$50MM in revenue) will be in the lower left, which provides the latitude to attack (very prescriptively) the competitors with the highest "command of market" (i.e. the upper right).

Do you have an always-on competitor and/or buyer intelligence program? Send us an email and let us know!