Last week, I introduced the Competitive Map as a high-level organizational tool to map out our competitors. Now that we have them mapped out, let's give sales some ammunition!

This week, I'd like to introduce the Product Profile.

Product Profiles take one of our products, and provide sales some high-level information on it, and its Major, Secondary and Watch List competitors. This is a one-to-many approach, where we are not getting into the speeds and feeds arguments (yet).

As you can see with the screenshots below, the first page provides some basic information on the product, who we can contact if we have questions, and who the PM is. It also lists out all the competitors.

Subsequent pages compare strengths and weaknesses against our competition. Think of them as the top 3 reasons we win, and the top 3 reasons we lose.

Next week, we will go into a product vs. product example, and see how to take this information to the next level. Interested in the Product Profile template? Just send me an email.