Beat your competition.
Why do we care
Don’t try keeping up with
It’s learning what customers expect and
want from us.
Formstack’s Platform Evolution
How do you
Types of Competitors
Defining Your Competitors
Who does the market say you compete against?
Who do your competitors say you compete against?
Who do your customers say you compete against?
What does the market say?
Screenshot from G2
What do your competitors say?
What do your customers say?
Talk to your sales team
Look into your website’s SEO
See your competitive paid ad efficiencies
Where do I start to research
Competitor 1 Competitor 2 Competitor 3 Competitor 4
What do they say they do well?
Who are they trying to tell?
Have either of those changed over time?
Where to research?
Competitor website and blog
Product review sites
Free trials of competitor products
Competitive feature sets
Turn into positioning statements
For (target customer) who (statement of the need), the (product name) is a
(product category) that (statement of key benefit). Unlike (primary
competitive alternative), our product (statement of primary
Quick ethics quiz.
Never lie about a competitor.
Never imply you’re going to make a purchase.
Don’t buy competitor lists. (GDPR)
1 2 3
Use your positioning statements!
Go and No Go Areas Trap Questions
Rolling out your battlecards
Go where your sales team is working
Create a pilot program
Make training small and interactive
Measure a sales readiness score
Tracking your success.
Develop a Win/Loss
1. Start small and gain confidence
2. Accept you’re not always the best
3. Share your success with others