Datto’s Dustin Ray breaks competive intelligence into three categories:
⚔️ Tactical Intelligence – How are we enabling sales to sell today? Strategic Intelligence – Who will we compete against in 3-5 years? ️ Operational Intelligence – What’s our product focus for the next 1-2 quarters?
Enabling product fits into this last category. And according to Dustin, it’s a category that doesn’t get enough love.
“I think the reason product gets left out is because they’re at an operational level. We know tactical is going to be enabling sales. We know strategic is at the very top level.”
A CI professional of over 10 years, Dustin says that organizations are very familiar with the ins-and-outs of tactical and strategic competitive intelligence.
Filling the intel gap in operational intelligence and enabling product teams with it is the next frontier.
And what kinds of intel do product teams crave? It’s all about comparisons.
How do we compare to our competitors?
Where do we sit in the market landscape?
What should our GTM strategy be?
How should we plan our product roadmap?
Finding the answers to those questions for your product team is the first step.
But to really be effective enablers of product, there’s more to be done.