Andy has NAILED the "how to" starting guide that will be a game changer for any PMM needing to start competitive motions at their organization. It is tactical, chock full of recommendations, action steps and is built on the lessons learned from industry veterans. As a PMM or anyone supporting an emerging competitive program, you can't afford to not read this. The course will not only make your organization more deadly in your respective industry but allow you to hypercharge your career and provide untapped, unique value to your team.

The Competitive Playbook is exactly the course I wish I'd had when I started my Competitive Intelligence career. Andy does an incredible job building short, specified lessons that go over each topic, including a breakdown of the topic, why it's important, specific examples, and how to put it into practice. You won't find all high-level language here -- Andy provides real-life examples of each lesson and gives simple, tactical steps to take so you can implement this in your own program. Andy discusses how to engage with and deliver for separate stakeholders throughout your organization and how to get people involved in competitive culture from day 1. Stakeholder buy-in is absolutely crucial to any competitive program and Andy does a phenomenal job outlining who should be involved, how to engage them, and best practices for providing them with valuable information, as well as how to best collect information from these stakeholders. I've seen Andy present a number of times over the past year and I've learned something new every time. This program is a culmination of all of Andy's experience and more. I've been working in Competitive Intelligence for over a year and I gained a TON of new knowledge from this course. I can't wait to implement these additional items into my competitive program!

Whether you already have a competitive intelligence program or you're just getting started out - The Competitive Playbook is filled with actionable gold you can implement tomorrow.

The Competitive Playbook is an ideal blend of both strategic and tactical guidance to help you kick start or revamp your Competitive Intelligence program. Andy is also an engaging, clear educator who brings in real life examples to deepen your understanding of the material. Great playbook!

It's one thing to simply be aware of competitors. It's another to have an active strategy in place that helps you win against them. Andy is a phenomenal resource for companies that are interested in the latter scenario. Look no further if you're in need of actionable advice on building or optimizing a Competitive Intelligence program.

If I was told I could only keep one resource in my swipe file about Competitive Intelligence and delete everything else - The Competitive Playbook would be it. Whether you’re the only PMM at your company, or part of a Product Marketing team, Andy's course provides tons of actionable takeaways you can use straight away to help give your company a competitive edge in whatever market you’re in. And in <90 mins! Even if you don't have access or budget to spend on specialised CI or enablement tools, you'll find a lot of value in this course.

What sets this course apart is Andy's ability to provide the big picture while diving deep enough to unpack that big picture to run an effective competitive program end-to-end. I appreciate how he's able to make complex concepts simple and actionable, especially since I'm a full-stack product marketer who has to tackle a wide variety of product go-to-market activities. I feel as if I just got a power-up mushroom to make an even bigger impact with my competitive intelligence program. Thanks, Andy, for creating an amazing resource on competitive intelligence and continuing to be an important leader in this area!

As a “young” PMM, Competitive Intelligence was a task I recognized as valuable to the company and our bottom line, but I struggled to understand where to begin. The legal technology market is vast and ever changing. Acquisitions happen constantly while other competitors receive fresh rounds of funding and continue building their feature sets. In a word, our competitive landscape is “threatening," which is why growing our Competitive Intelligence program is a clear step toward our continued success. The Competitive Playbook does an incredible job of making clear the path toward a meaningful competitive program that gives individuals AND the whole company an edge in the market. It is an extremely actionable course, with every lesson encouraging a new idea or action item that could benefit how we build our program. On top of all that, Andy is a magnificent thought leader, with obvious proficiency on CI best practices and a penchant for being accessible to those in the course who want to talk shop. Whether you're looking to breathe new life into your competitive program or trying to start from scratch with best practices in mind, this course provides a outstanding beacon to guide CI practitioners, full stack PMMs, marketing leaders, or anyone wanting to enable their organization with competitive knowledge.

If anyone is working or trying to get into competitive intelligence and/or product marketing, the competitive playbook is a must have! Andy is a competitive intelligence Jedi!!

Andrew McCotter-Bicknell is an influential voice in the Competitive Intelligence space, and his Competitive Playbook is a resource that's packed with directional ideas and action items. If you're interested in pursuing a career in this growing discipline, then when Andy drops some knowledge, you'd better pick it up.

From someone who was a former seller turned product marketer and has built out competitive programs multiple times: this is a FANTASTIC course. Forget what you’re searching on YouTube or the random Slack channels you’re joining. Take this course instead—90 minutes that will not only help you lay out for your first 6-12 months of rolling out a new CI program, but also extremely actionable for folks like myself who have been running programs and can always learn something new. It’s the perfect blend of breaking down concepts while also being extremely actionable with recommendations on tools and formats to setup to be successful.