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Competitive Intelligence 201
Refine your strategy alongside a community of peers and fast-track your career in Competitive Intelligence.
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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.
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
Eric Holland
Karen Johnson
Scarlett Chesson
Anja Fon
Chris Jackson
Meredith Keller
Nishant John
Brittany Gaither
Course syllabus
7 live sessions • 19 lessons • 7 projects
Week 1
- Describe how your company differentiates from competitors
- Identify your top 3 competitors
- Define your company's biggest goals
- Figure out how you can get involved using the "6 in 6" interview method
- are involved in the important company projects that we talked about in Workshop 1
- would be valuable supporters of your program
- ✍️
Draft a "GTM support today" slide in your executive presentation
Submit by Oct 7
Oct
3
Competitive Intel 201: Orientation & Social
Oct
4
Competitive Intel 201: Session 1
Oct
6
Competitive Intel 201: Session 2
Oct
7
Competitive Intel 201: Live Q&A
Workshop 1: Taking Stock
Let's start by understanding the current state of your Competitive Intel program.
In this module, you will:
🎯 Milestone 1.1: Schedule 6 stakeholder interviews
Competitive Intel programs are made possible through collaboration and stakeholder buy-in. That's why I'm asking you to reach out to six potential stakeholders that:
Action: schedule interviews with 6 company stakeholders.
🎯 Milestone 1.2: Start your exec presentation & draft a "CI explainer" slide
Competitive Intelligence is a unique function in that it’s been around since the 1970s, but still very misunderstood. The very beginning of your executive presentation should present a high-level overview of what makes a holistic Competitive Intelligence program. Use the resources linked in the “Taking Stock” module to build out a slide that explains your interpretation of CI.
Every interpretation will be different, but a good place to start is to include definitions of how and why it helps go-to-market teams, technical product teams, and strategic leadership.
Workshop 2: Go-to-market
We're intentionally tackling GTM support before Product & Strategic support. Why? Because executing in this order puts you in a better position to first show your program's value and impact to the company.
🎯 Milestone 2.1: 30-day CI sprint, feedback survey, and "quick dismiss"
🎯 Milestone 2.2: Draft a "GTM support today" slide in your executive preso
Week 2
Oct
11
Competitive Intel 201: Session 3
Oct
12
Competitive Intel 201: Live Q&A
Oct
13
Competitive Intel 201: Demo Day & Graduation 🎓
Workshop 3: Product & Strategy
🎯 Milestone 3.1: Draft a “Strategy Support Today” slide
🎯 Milestone 3.2: Draft a "recommendations" slide
Time to put on your consultant hat. Now that you've dug into how multiple teams are approaching CI within your company, what would you recommend moving forward?
Workshop 4: Present your program + Graduation
On our last day together, you'll share a 5-minute summary of your executive presentation and get feedback. This is a great opportunity to practice your proposal and answer questions that you might not have thought of.