Competitor and positioning management

Competitor and positioning management means keeping a structured record of who you compete with and how you choose to describe your offer next to theirs. For a bookkeeping firm, that might be a list of rival firms with their pricing model, typical customers and weak points, plus a short statement of why a client should pick you instead. Compound Growth OS is one tool in the library that lists this feature.

Without a shared record, positioning lives in the head of one person, and sales, marketing and new hires each describe the business in their own way. A maintained record keeps messaging consistent and makes it easier to notice when a competitor changes direction or lowers its prices. You need it when you sell into a crowded market or when more than one person writes sales or marketing copy. You can skip it when you have few clients, no real alternatives and one person handling every sale.

• Ask whether competitors are stored in fields you can filter and edit, or only as loose notes.
• Test whether the positioning statement feeds into the content or campaigns you create, or sits apart like a separate document.
• Check who can edit the record and whether changes are tracked over time.
• Find out whether competitor details are typed in by hand or gathered for you, and how you would verify them.