Question Page

How do you obtain intelligence on technical components of a competitor when you don't have access to it?

Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetNovember 17

Even if you don't have access to the product: 

- See if you can find their product documentation online 

- Similarly, look for API documentation  

- Speak with your Sales people regularly - prospects give away tons of secrets

- Stay in touch with HR - ex-employees also have a lot of information that they ARE allowed to share and can be helpful; and when they join your company, conduct a recorded debriefing with them whenever possible 

...Read More
889 Views

This is tricky, and the answer may depend on the nature of your product. In B2B software, I find that there is a lot more information in the public domain today. That may include documentation, product reviews on sites like TrustRadius or G2Crowd, posts on public fora, and even job descriptions. You can get creative and stay within the bounds of competitor ethics.

...Read More
274 Views
Top Product Marketing Mentors
Morgan Joel
Morgan Joel
Intuit Head of Product Marketing, QuickBooks Live
Nisha Srinivasan
Nisha Srinivasan
Sr. Product Marketing Manager
Stevan Colovic
Stevan Colovic
Sharebird Product
Claudia Michon
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Surabhi Jayal
Surabhi Jayal
Sharebird Marketing Associate
Kelly Farrell
Kelly Farrell
Intercom Product Marketing Manager
Claire Drumond
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite
Meg Murphy
Meg Murphy
IBM CMO, IBM Systems
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content Marketing
Harsha Kalapala
Harsha Kalapala
AlertMedia Vice President Product Marketing