Product Talk Competitive Intelligence Strategies for B2B SaaS Companies: Okta Head of Insights for Growth & Product Marketing
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Sep 24, 2025 Kundan Kolhe, Head of Insights for Growth at Okta, shares his wealth of experience in B2B software and competitive intelligence strategies. He emphasizes the need for competitive awareness as a dynamic feedback loop that enhances market positioning. Kundan outlines key steps to initiate a competitive intelligence practice and highlights the importance of trust in sales partnerships. He reveals how tailored content can empower sellers and discusses AI's role in making intelligence more accessible and scalable. His insights aim to transform competitive knowledge into actionable strategy.
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Balance Differentiation With Competitive Awareness
- You must balance differentiation with continuous competitor awareness to keep your message relevant.
- Leading B2B SaaS companies treat competitive intelligence as an always-on feedback loop that shapes positioning.
Three-Step Launch Plan For CI
- Start CI by identifying positioning gaps using buyer input like win-loss interviews and deal shadowing.
- Then map JTBDs, benchmark against rivals, and build offensive and defensive assets like battle cards.
Earn Field Trust By Partnering With Sellers
- Earn sales trust by treating sellers as partners and running joint deal reviews and postmortems.
- Co-create CI assets with field teams so they feel ownership and reuse materials at scale.