Key talking points
Episode summary
In this episode of the Complete Clarity Podcast, Alex Walton chats with Ben Hoffman, Senior Manager of Competitive Intelligence at Adobe, exploring the transformative impact of AI on competitive intelligence (CI).
Hoffman shares insights on how AI not only streamlines the immense task of data analysis but also serves as a vital tool for strategic planning, without overshadowing the irreplaceable value of human intuition and decision-making.
They delve into the nuances of AI's application in CI, the importance of security in its deployment, and Adobe's forward-looking approach to leveraging AI for future innovations in competitive strategy.
No one goes to school for competitive intelligence.
If you’ve hung out with other CI pros, you’ll know that, despite their diverse professional backgrounds, most end up saying the same thing: “Well, I kinda just fell into it.”
But what if that’s not you? If you’ve got your sights set on CI, do you have to hope and pray you ‘fall into it’ too?
Not according to today’s guest.
Farhan Manjiyani is Senior Manager of Commercialization and Pricing at Grafana Labs, a tech company with over 1200 employees responsible for a lot of popular open source projects, including its namesake, the Grafana data visualization platform.
Today we discuss:
...and much more.
Grab this year's edition of the Competitive Intelligence Trends Report: https://pmmalliance.co/47XJabi
Back when the Competitive Intelligence Alliance first launched, one of the first topics we explored was Competitive Positioning. Now, a year later, we wanted to revisit the topic, and brought an expert on board to help: today’s guest, Fiona Finn.
In a previous role at Unbounce, Fiona oversaw the platform’s repositioning from landing page builder, to conversion intelligence platform, while navigating two pricing changes in one and a half years. Now Director of Product Marketing at Jane App, Fiona joins us on the show to talk us through how competitive intelligence fits into the very important puzzle that is positioning.
Expect to learn:
…and much more
Want to be a guest on the show? If you've more than five years of CI experience and nothing to sell, email contribute@competitiveintelligencealliance.io and we'll be in touch to discuss next steps.
Building a competitive program from scratch is a topic that’s been covered before. But what about rebuilding one? Coming into a business with the remnants of a failed CI program and turning that situation around is something that poses unique challenges. You’re walking into something where people are jaded, where their expectations of you and your program aren’t necessarily positive. David D’Aprile, VP of Global Product Marketing at Onapsis, joins us to share how he does it.
Expect to learn:
…and much more
Want to be a guest on the show? If you've more than five years of CI experience and nothing to sell, email contribute@competitiveintelligencealliance.io and we'll be in touch to discuss next steps.
Work smarter. Not harder.
We've all heard the phrase, but what does that actually involve? Clint Sprauve might have the answer.
Clinton Sprauve is Director of Product Marketing at Delphix. A business offering solutions in data governance, including DevOps test data management (TDM), application recovery, and analytics. His is a small team, but Clint's approach is all about making the most of the limited resources he has, and making every minute invested in a project count
Join us for the fifth and final episode in this CI-by-Industry mini-series to learn how Clint does more with less.
Key talking points:
5 experts. 5 different industries. 5 case studies. Almost 50 years' combined experience. Uncover their tried and tested methods for success.
Learn more about the CI-by-Industry eBook here.
Gal Toren is JFrog's competitive intelligence team lead. She has a background in academic and think tank research, and has spent the last eight years tackling competitive intelligence hands on. Across tech, from cybersecurity to devops, Gal has made her mark on CI and joins us on the show today to share her knowledge.
Key talking points
Kait Smith is Product Marketing Manager at Intellum. Before taking on her current role, though, Kait covered almost every aspect of the competitive intelligence spectrum. She spent time as a sales development representative, social media marketer, and business strategist. As someone performing CI as just part of her role, time management and prioritization are even more critical to meeting her responsibilities effectively. Kait joins us today to share how she does it.
Key talking points
• How to make your competitive intelligence program less reactive.
• Why sometimes strategically matching your competitors, instead of differentiating from them, is the right move.
• The three things you absolutely must be doing if you want to perform CI as efficiently as possible.
CI can be overwhelming for those starting out. What should be on your agenda from day one? And where are the hidden pitfalls you absolutely must avoid if you’re to succeed in CI? Fouad Benyoub joins us to share his insights.
Key talking points: