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Competitive Intelligence 201

2 Weeks

·

Cohort-based Course

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

Hosted by

Andy McCotter-Bicknell

Head of Competitive Intelligence @ ClickUp | Former Head of CI @ ZoomInfo

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

        It's one thing to simply be aware of competitors. It's another to have an active strategy in place that helps you win against them. Andy is a phenomenal resource for companies that are interested in the latter scenario.
George Baier IV

George Baier IV

Director of Competitive Intelligence at Dropbox
        Andy is a stellar resource for building Competitive Intelligence programs. His work is in-depth, well explained, and led us to win more competitive deals.
Justin Withers

Justin Withers

SVP, Product Marketing & Product Strategy at ZoomInfo
        Andy has NAILED the "how to" starting guide that will be a game changer for any PMM needing to start competitive motions at their organization.
Clara Smyth

Clara Smyth

Sr. Product Marketing Manager at Slack
        Andy is an influential voice in the Competitive Intelligence space. If you're interested in pursuing a career in this growing discipline, then when Andy drops some knowledge, you'd better pick it up.
Erik Mansur

Erik Mansur

VP, Product Marketing at Crayon
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Course syllabus

01

Locate the bar (so you can raise it)

Ask any employee of a SaaS company how they feel about their Competitive Intel program. Most will shrug, "meh," or reply, "what Competitive Intel program?"


You'll learn where your company's bar is today so you can raise it 5x.

02

Quick wins with a CI sprint

Most programs start by brainstorming strategy, getting feedback, brainstorming some more, getting buy-in, yada yada yada... before actually getting anything done.


CI is different. With CI, you need to run before you walk. You'll accomplish this by building a 30-day sprint and using its results as a quick win for buy-in down the road.

03

Build an evidence-based strategy

This will guide the next 6 months of your Competitive Intel program. It will blend what needs attention and what you can directly impact.

04

Program pitch

Nobody will fall flat pitching their program to leadership.


You'll do a mock presentation with your cohort peers to make sure your proposal is bullet-proof.

Course schedule

October 3 - 13 | 4-6 hours per week
  • Week 1: Mon, Tues, Thurs, Fri

    4pm PT / 7pm ET


  • Week 2: Tues, Wed, Thurs

    4pm PT / 7pm ET


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Competitive Intelligence 201

The only cohort-based Competitive Intel course: sponsored by companies that are helping to lead the charge

The only cohort-based Competitive Intel course: sponsored by companies that are helping to lead the charge

Active learning, not passive watching

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

Wait, 201? What about 101?!
What is the expected time commitment?
What happens if I miss a session?
Will you teach live sessions?
My company is pre-Series A. Should I hold off?
My company is Post-IPO. Should I hold off?
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Competitive Intelligence 201