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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.
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.
Competitive Intelligence 201
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Competitive Intelligence 201
Meet your instructor
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
Eric Holland
Karen Johnson
Scarlett Chesson
Anja Fon
Chris Jackson
Meredith Keller
Nishant John
Brittany Gaither
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Competitive Intelligence 201
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.
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Competitive Intelligence 201
Frequently Asked Questions
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