A new competitor
When you’re positioning against new challengers or disruption.
Just when your market is starting to feel predictable, some pesky disruptor—or thousand-pound gorilla—decides to cannonball-flop into your pool.
Could be an actual competitor. Could be a new way of handling the problem you solve. Could be a global pandemic that keeps people at home (and out of reach) for a year or more. Either way: you gotta adapt.
Things you’ll need:
- A clear analysis. What exactly is this new competitor bringing to the market? How are they telling their story? What are their strengths and weaknesses? Who is most likely to be seduced by the new dance partner? Which market segments are at risk and which are your best strongholds?
- A look at your messaging. Review your Galvanizing Story. Does anything need to change? Are your claims still true and credible? Are your proof points still tight? Any new pillars for that message house?
- A calm head. It’s just as common to over-react to competitor moves as it is to under-react. You can’t be an ostrich, but you don’t have to be a headless chicken either. Sometimes, the best response is to stay the course (and prepare rebuttals).
- An action plan. Often a marketing response is definitely called for. That can bring together every part of the business into a clear plan for product, sales, marketing, analyst relations…everyone. Think big: Even terrifying news (“Google is giving it away free!”) can lead to powerful pivots.
- A sales enablement program. Your sales team needs to be prepared to answer questions or initiate conversations about the new player at the table. Quick learning modules and shareable content are usually key.
Big inflection points need specific, tailored responses. But positioning against new competitive forces usually involves some mix of:
- Galvanizing story
- Messaging
- Website
- Content
- Sales enablement
- GTM Blueprint
- Search
- Always-on optimization
