All our clients are interested in knowing how their products or services compare, often point for point, with the competition. There are quite a few reasons for this. First, if you’re going to claim you’re the “best” or “first” or “most complete,” you need to be able to defend that claim, and you can’t do that if you’re ignorant about the competition.
Second, engineering staff members are often keenly interested in where the competitor’s product is superior. Engineering has no shortage of features they could build, and they need to prioritize between those that will move revenue and share and those that won’t.
So in the industry, one company is typically examining (or having an outside vendor examine) the competition’ product(s) in detail. In industry vernacular, this is called a “teardown” or “benchmark.”
In our upcoming webinar, we’re going to talk about best practices in this regard. A great teardown isn’t an exhaustive inventory of features. It’s getting to the differences that matter.
If you’ve got 15 minutes, drop on by (virtually) for part I on Sept. 6.