Competitive and Market Intelligence

Div Manickam
Product Marketing Alliance
4 min readMay 31, 2024


When we embark on a new path or into a saturated market landscape, we want to carve out our own differentiation to stand out in the market. To discover our unique value that answers the million $ question:

Why do our customers choose us over the competition?

Here are some questions to consider:

Q1. CI — Competitive / Market Intelligence is different in each company. How do you define CI in your Product Marketing team?

As a product marketing influencer, I am in awe with the shifts and trends in the market. As competition picks up, it’s easy for us to get into the react and respond mode. I believe that new competition is healthy if it is guiding the market in the right direction. No company or product wants to be complacent and this keeps us relevant and on our toes at all times.

At the same time, we should not react to every wind change in the market. Having a clear vision on who we are and how we are perceived sets the stage for who is our competition and our true worthy rivals. CI for me is who do we look up to and who do we want to grow up to be in the market landscape. I value Market Intelligence…