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Join our CI workshop and build a world-class competitive intelligence program

Courses | Competitive Intelligence | Product Marketing | Articles

Everyone in your organization has an opinion about what makes you different from your competition.

But often it feels like no one is bringing it all together. Sales and Customer Success struggle to find clear, consistent, confident responses when they’re asked about the competition. You know they need support, but it’s overwhelming to figure out where to start and how to scale.

You know you need a system, but you also need quick wins.

About the CI workshop

Sign up for Competitive Intelligence Certified, as we prepare to cover cadences that’ll help your program get attention, budget, and internal support.

Join the session on January 19th, 9am PST | 11am CT | 12pm ET | 5pm GMT, and add a whole bunch of tactical how-tos and the opportunity to widen your professional network into the mix.

In the three-hour Competitive Intel for Sales Enablement virtual workshop, you’ll be supported by a true CI expert and understand the finer details of formalized competitive intelligence programs, gain confidence when presenting to executives, and understand how to gather up-to-date information on your competitors.

It'll be sure to equip you with the skills needed to compete with (and surpass) your market rivals - as Silvia Kiely Frucci, Senior Product Marketing Manager at Castor, will testify:

"This workshop is amazing! I feel like I have unlocked the next level of competitive intelligence. This workshop looks at CI as a wholesome, standalone role within product marketing and offers a full cycle framework feeding into all areas."

Please welcome your instructor... 🥁

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Alex McDonnell, Market Intelligence Lead, Airtable, is a bit of a self-confessed primary qualitative research nerd, with a special penchant for win-loss interviews. His research methods tend to bias toward semi-structured qualitative conversations over other more rigid methods, such as quantitative surveys.

At Airtable, Alex builds customer-obsessed, competitor-alert intelligence programs that help sales, customer success, and marketing cut through the competitive noise with clear positioning. He’s also on hand with his expertise to help product and strategy teams decide what to build next.

For Alex, the deliverable is not just the research data; the deliverable is a clear point-of-view, which is based on that data. Join us on the course to learn more about his outlook and approach.

Key takeaways

By the end of this competitive intelligence workshop, you'll be able to:

✅ Define your competitive differentiators.

✅ Develop battlecards that your reps will actually be excited to use.

✅ Develop customer-facing content that nails your differentiation.

✅ Deliver competitive positioning training for Sales and CS.

✅ Define a process for engaging directly in certain sales opportunities.


What's included?

⏰ 3+ hours of workshop content

🎥 Expert tuition from a proven competitive intelligence expert

🎁 Bonus features to help you learn from the likes of Audible, Gong, and Hootsuite

🔎 Case study examination

📁 5 templates and 4 worksheets to apply in your role

👀 Interactive activities to consolidate your learning

🏅 Certificate of completion

⏳ Download the workshop content to use after the program

🎟️ Discounted access to PMM Summits.

Written by:

Lawrence Chapman

Lawrence Chapman

Lawrence is our Copywriter here at PMA who loves crafting content to keep readers informed, entertained, and enthralled. He's always open to feedback and would be thrilled to hear from you!

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Join our CI workshop and build a world-class competitive intelligence program