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Competitive Intelligence 201

4.9 (8)

·

2 Weeks

·

Cohort-based Course

Refine your strategy alongside a community of peers and fast-track your career in Competitive Intelligence.

Course overview

Double the impact of your Competitive Intel.

There are 100,000+ SaaS products in the world today. And 1,000 are added every month


In this hands-on, live series, you'll formalize a program that helps your company stand out and win.

Who I made this course for

01

Whoever owns "Competitive Intel" at your company.

02

Post-Series-A, Pre-IPO SaaS companies.

03

Folks who are tired of working in a vacuum and are motivated to grow.

What you'll leave with

A formalized program

Competitive Intel is no longer a side-kick to Product Marketing. It's its own function with its own processes, priorities, and goals.

Confidence when presenting to executives

We'll cover what they're looking for and the questions they'll ask.

The ability to exceed expectations

Most people don't know what to expect from Competitive Intel programs. We'll cover cadences that help your program get attention, budget, and internal support.

New research methods

And how to connect the dots with the data and insights that you uncover.

A new network of friends

Most Competitive Intel "teams" are teams of one. That's why it's so important to meet folks from other companies. We're going to learn from each other and create relationships that last beyond this two-week course.

Tactical how-tos

Philosophical principles are cool and all. But at the end of the day, Competitive Intel needs to take action and deliver tangible value. We'll get into the trenches and walk through what and how to build for our primary audiences.

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Meet your instructor

Andy McCotter-Bicknell

Andy McCotter-Bicknell

💜 Head of CI @ ClickUp

📈 Former Head of CI @ ZoomInfo

🧑‍🏫 Built the Competitive Playbook course to help beginners build Competitive programs from scratch (150+ students)

🎙 Host of Healthy Competition podcast

What people are saying

        This course was truly incredible. The amount of information packed into this course has changed my world. And I know my company will feel the same. What I've built from this course will be instrumental in our 2023 strategy.
Eric Holland

Eric Holland

Sales Enablement Manager at LucidLink
        Andy is a fantastic teacher. His positive attitude is contagious and he has the perfect personality for building a community. The guest speakers were a bonus, as were the extra materials and recommendations for who to follow. Interaction with amazing classmates really made this special. 100% recommend.
Karen Johnson

Karen Johnson

Founder and Researcher at WON
        This course gave me a community of people who are also ‘figuring it out’ with CI. It was super refreshing. I feel very confident that I can talk to my exec team about CI and make recommendations as to what we should do next. Thank you, Andy, and everyone who participated in this cohort for giving me confidence 😊
Scarlett Chesson

Scarlett Chesson

Product Marketing Manager at Dooly
        This is one of my favorite courses so far 😍 It lasts only two weeks, but it gives you just enough information to build your own CI project without feeling overwhelmed by new concepts. This course is completely different from others. It's short, sweet, and practical. And I loved the vibe—it felt like teamwork with an incredible group of people 🚀
Anja Fon

Anja Fon

Content Marketing Strategist at Grow + Scale
        Competitive Intel is a largely untapped source of revenue (yes, revenue) and in need of leaders. Andy has developed a framework that instills confidence in aspiring and seasoned CI professionals—with the added benefit of adding new working relationships with other students.
Chris Jackson

Chris Jackson

Sr. Competitive Intelligence Director at Sensor Tower
        I'd recommend Competitive Intel 201 to anyone who owns Competitive Intelligence at their organization and wants to up-level their strategic vision. Andy is a fantastic facilitator and made the work fun!
Meredith Keller

Meredith Keller

Senior Product Marketing Manager at Extend
        This was one of the best courses for hands-on learning and practical approaches to growing a Competitive Intelligence function. The short modules broke down the process of understanding and applying frameworks to grow a CI function with high impact. Enjoyed engaging with fellow students and guest speakers. Andy was a great communicator throughout.
Nishant John

Nishant John

Sr. Manager, Competitive Intelligence & Market Research at Everbridge
        This course helped me to bring a more strategic lens to building a CI program. The live format is great because it allows you to connect with other professionals in the field and bounce questions/ideas off of each other. Andy has built an incredible community of smart and collaborative CI professionals, highly recommend!
Brittany Gaither

Brittany Gaither

Product Marketing at Benchling
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Course syllabus

Week 1

Oct 3—Oct 9

    Oct

    3

    Competitive Intel 201: Orientation & Social

    Mon 10/311:00 PM—12:00 AM (UTC)
    Optional

    Oct

    4

    Competitive Intel 201: Session 1

    Tue 10/411:00 PM—12:30 AM (UTC)

    Oct

    6

    Competitive Intel 201: Session 2

    Thu 10/611:00 PM—12:30 AM (UTC)

    Oct

    7

    Competitive Intel 201: Live Q&A

    Fri 10/711:00 PM—12:00 AM (UTC)
    Optional

    Workshop 1: Taking Stock

    3 items

    🎯 Milestone 1.1: Schedule 6 stakeholder interviews

    1 item

    🎯 Milestone 1.2: Start your exec presentation & draft a "CI explainer" slide

    1 item

    Workshop 2: Go-to-market

    11 items

    🎯 Milestone 2.1: 30-day CI sprint, feedback survey, and "quick dismiss"

    2 items

    🎯 Milestone 2.2: Draft a "GTM support today" slide in your executive preso

    1 item

Week 2

Oct 10—Oct 13

    Oct

    11

    Competitive Intel 201: Session 3

    Tue 10/1111:00 PM—12:30 AM (UTC)

    Oct

    12

    Competitive Intel 201: Live Q&A

    Wed 10/1211:00 PM—12:00 AM (UTC)
    Optional

    Oct

    13

    Competitive Intel 201: Demo Day & Graduation 🎓

    Thu 10/1311:00 PM—12:00 AM (UTC)

    Workshop 3: Product & Strategy

    4 items

    🎯 Milestone 3.1: Draft a “Strategy Support Today” slide

    1 item

    🎯 Milestone 3.2: Draft a "recommendations" slide

    1 item

    Workshop 4: Present your program + Graduation

    1 item
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Frequently Asked Questions

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