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Product Marketing Manager: Market Research/Competitive Intelligence

Bengaluru, Karnataka, India

Product Marketing Manager: Market Research


Who are we?


Whatfix is a data-driven digital adoption platform (DAP) that enables organizations and users to maximize the benefits of software. Whatfix acts as an interactive overlay on top of any application to guide users with real-time guidance, self-help support, and user feedback. With product analytics and AI, Whatfix enables scalable success with technology, maximizing productivity, and leveraging data-driven insights for better decision-making. The company has seven offices globally in the US, India, UK, Germany, Singapore, and Australia, and works with Fortune 500 companies around the world. Whatfix has raised $140 million to date and is backed by marquee investors including Softbank, Sequoia, Dragoneer, and Cisco Investments.


“Hustle Mode ON” is the motto we live by.


  • Whatfix has been named among the top 20 B2B tech companies like Adobe, PayPal, and Cisco.
  • With YoY revenue growth of over 65%, we have also been recognized among the top 20 fastest-growing SaaS companies worldwide in the SaaS 1000 list.
  • Recognized by Forrester and Everest Group as a 'Leader' in the digital adoption space, and listed by LinkedIn among one of the Top 5 startups in India in 2020
  • Listed in Deloitte Technology Fast 500™ among fastest-growing companies in North America for 2022 and 2021 and recognized as Great Place to Work 2022-2023
  • Our Customer centricity is evident from a Customer rating of 4.67 on G2 Crowd & 4.7 on Gartner Peer Insights


Role Overview:


As a Competitive Intelligence Product Marketing Manager, you play a pivotal role in maintaining and evolving Whatfix’s competitive intelligence (CI) and win-loss program. Your responsibility is to ensure that sales teams are equipped with up-to-date, actionable insights and how-tos through the development and upkeep of battle cards and competitive enablement. You are crucial in empowering sellers with the information they need at their fingertips to compete and secure more deals.


Key Responsibilities:


  • Competitor Research: Conduct thorough research and analysis of competitors, gathering critical data on their products, and market positioning, reviewing industry analyst reports, social media, review sites, customer feedback, and other relevant factors on an ongoing basis.
  • Battle card Development: Create and update battle cards, leveraging Klue and other CI tools, to distill complex competitive insights into concise, user-friendly documents and talking points tailored for sales teams to win more deals and dismiss competition.
  • CI Program Management: Oversee and enhance the CI program, ensuring it aligns with the organization's strategic goals and evolves in response to changing market dynamics to help achieve defined win rates.
  • Establish Win-Loss Program: Assist in running and establishing a win-loss program. Gather and analyze insights from closed-won and closed-lost opportunities, interview sellers, curate, deliver reports and information, and enhance the CI program.
  • Sales Enablement: Collaborate closely with sales teams to understand sellers’ needs and challenges when competing with rivals. Conduct sales training sessions and develop and update assets to support Whatfix's competitive positioning.
  • Support Ad-hoc Requests: Provide support for ad-hoc requests as needed.


Qualifications:


  • Bachelor's degree in business, marketing, or a related field with at least 2 years of hands-on experience in a similar CI role or SaaS industry. Alternatively, 2 years of experience in digital adoption platforms and knowledge of top competitors in the industry and market dynamics.
  • Exceptional writing and communication skills, with the ability to synthesize information into easy-to-understand talk tracks and content (presentations, brochures, etc.) for sellers to successfully dismiss competition.
  • Proven ability to collaborate effectively with cross-functional teams, fostering a cooperative environment that enhances the flow of competitive intelligence insights to and from sales, marketing, and product development.
  • A track record of adapting strategies and approaches in response to shifting market dynamics and competitive landscapes. Possesses the flexibility to modify competitive intelligence programs and methodologies, ensuring relevance and effectiveness in fast-paced industries.
  • Familiarity with competitive intelligence tools and platforms, particularly Klue or similar solutions, is preferred.
  • Strategic thinking and the ability to provide guidance on competitive positioning.
  • Exceptional organizational skills and attention to detail.


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