What to include in a competitor analysis
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A competitor analysis or competitor benchmark report is an assessment of competitors’ strengths and weaknesses.
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1) The document outlines a marketing planning template for IBM business partners to generate software revenue growth. It includes identifying revenue targets, growth areas, projected revenue and leads needed to hit targets, and determining the target mix from new and existing customers.
2) The template provides guidance on selecting target industries, audiences, and key messages tailored to different stages of the buyer's journey. It also addresses allocating marketing and sales resources.
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You will learn:
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3. Learn about the key success metrics you need to track.
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1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
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Use this go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept. The six stages include research, plan, approve, develop, prepare and launch. Within each stage there are a series of essential activities that need to be performed to ensure alignment between product features and customer needs, and alignment with organizational objectives and priorities.
Download for FREE here: http://www.demandmetric.com/content/modern-go-market-framework
Go to market strategy and marketing objectives
The document discusses marketing objectives and the SMART approach for setting objectives. It states that marketing objectives should be specific, measurable, achievable, realistic, and time-specific. It provides examples for each element, such as setting a target of increasing market share by 10% within 12 months. The document also covers developing a go-to-market strategy, including defining the unique selling proposition, target market, positioning, and marketing methods with a budget. It emphasizes the importance of revisiting the marketing plan regularly.
Effective Marketing Strategies
Effective Marketing Strategies in demand management will increase and expedite the conversion of Marketing Qualified Leads (MQLs) to Qualified Sales Opportunities (QSOs).
An organization that enjoys consistent double-digit growth typically has a healthy and sustained marketing and sales pipeline of qualified sales opportunities. Qualified sales opportunities are those with a high probability of converting to closed won/deals. They are not leads.
Best-in-class organizations separate, but integrate, the process of creating MQLs (demand creation) and the conversion of marketing qualified leads to QSOs (demand management). These functions must not only be aligned and integrated for lead follow-up, but must also be united when building the demand generation plan.
Because sales resources are among the most expensive resources for any organization, it is critical that tasks assigned to salespeople are high value and are directly correlated to advancing and closing opportunities. In general, steps in the sales process that reside at the top of the sales funnel are most often assigned to marketing, as they can be highly segmented and automated. However, these assignments have to be well-defined steps in the sales process and proactively managed by both sales and marketing.
Below is an example of effective marketing strategies which increase the conversion of marketing qualified leads to qualified sales opportunities.
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Creating content is easy. But creating good content that makes an impact, and to do so consistently time over time, requires building a competency and understanding content marketing in a broader context.
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In a nutshell, the central-distinctive map helps companies assess the strengths and weaknesses of the brand by repeatedly chart position following campaigns, incentives and otherwise and track how these changes have affected this. It can help to decide whether to stay in place or find the strategies that will help them move to a more advantageous quadrant.
Go-to-Market Business Plan Template
This document provides an overview of an integrated go-to-market approach for B2B product and service providers focused on customer acquisition and retention. It outlines elements of the approach including a go-to-market readiness assessment, an integrated planning and operating model, and a value framework. The integrated planning and operating model addresses key challenges through collaboration, planning, execution, reporting and leadership. The value framework helps clearly define value drivers, differentiators, and customer value to guide marketing and sales.
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Whether you are seeking to be acquired or to partner for revenue growth, the process is similar, a Partnering Process.
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What to include in a competitor analysis
- 1. What to include in a competitor analysis Aisling Foley Marketing B2B technology marketing consultant
- 2. www.aislingfoley.com ▪ B2B companies ▪ Technology companies ▪ Software companies ▪ Start-ups with B2B focus ▪ SMEs
- 3. www.aislingfoley.com ▪ A competitor analysis or competitor benchmark report is an in depth assessment of competitors’ strengths and weaknesses ❑ Should be part of a marketing plan ❑ Completed at least quarterly
- 4. www.aislingfoley.com • Company size • Finance • Positioning • Key messages • Target market – segment and size • Target countries/regions • Target job positions • Sales/dealer channels used
- 5. www.aislingfoley.com • Social media channels used • Software integration partners • Product price • Product features • Features they have and you don’t • USP or Unique Selling Proposition • CVP (Customer Value Proposition)
- 6. www.aislingfoley.com 1. Here’s a link to an excellent template from a Boston-based company covering what should be included across five areas 2. My own competitor marketing activities template
- 7. www.aislingfoley.com ▪ Marketing consultancy for tech companies ▪ Planning and strategy ▪ Specialties Marketing strategy Brochures Website redesign Copywriting and messaging Newsletters Social media and blogs PR Mentoring
- 8. www.aislingfoley.com +353 87 918 2986