How to prioritize competitors when you have literally hundreds of them
Different verticals, across different regions, all around the world — Amex Global Business Travel (GBT) has competitors everywhere.
Unless your compete team is a small standing army, you’ll need to strategize which competitors deserve the biggest share of your attention.
Tasked with this feat is Chelsea Pula, Senior Manager of Competitive Intelligence. She joined the Competitive Enablement Show this week to tell us all her compete secrets.
Here are the three biggest takeaways:
Categorization helps prioritization
No two competitors are exactly alike. But they’re not infinitely unique either. Find the commonalities in their offerings, size of company, or region where they operate and bucket them together.
Become the customer to learn about the customer
It’s impossible to learn about each competitor right away. So start by deeply understanding your customer instead like Chelsea did.
“I started learning the things I would need to know to become our ICP. I asked myself: what are the things that they care about?”
Chelsea Pula – Senior Competitive Intelligence Manager at Amex GBT
Build playbooks for different competitor types
This approach gives Chelsea’s team broad competitive coverage. From there, they can build more specific collateral for competitors when necessary.
You can take a deeper look at these three takeaways, and watch Competitive Enablement Show here
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