Learn how to build a Competitive Intelligence program from scratch in 30 days.

What's Inside?


Getting Started

  • Focus on competitors that impact business the most.

  • Identify gaps (opportunities) in your landscape.

  • The non-product based differentiators that many businesses are neglecting to invest in.


Getting Educated

  • Learn how to get more help without hiring anyone.

  • The three sources to lean on when gathering insights.

  • How to structure a proper win/loss program.


Getting Involved

  • Five ways to bundle and distribute competitive updates.

  • The content you'll need to deliver (and how to create it).

  • Maintaining a pulse so that you're ready for anything.

Unlock The Competitive Playbook Today

  • 90 minutes of video content

  • 18 actionable lessons

  • The most effective battlecard format

  • The framework I use to identify competitors' strategies

Built With ❤️

Hey! I'm Andy McCotter-Bicknell.

I lead the Competitive program for ClickUp. Previously, I built the Competitive program for ZoomInfo.

I live and breathe Competitive Strategy and share insights every day on LinkedIn.

Frequently Asked Questions

Who is this course for?Product Marketers, Competitive Intel practitioners... anybody that's tasked with building or leading a competitive program.
Why are Competitive programs important?Most B2B markets are saturated. Because of this, buyers have an infinite number of options to choose from. Competitive programs help organizations thrive in these environments, differentiate, and win more competitive deals.
What will I learn?You'll learn how to build a Competitive program from scratch, or optimize an existing one that's already in place.
Got it. Must be expensive, right?Nope. It's $149.
Is it worth $149?I put 40+ hours of love into building this playbook + five years of on-the-job experience. The course is actionable and easy to return to when you need a refresher. That's why I say "lifetime access" throughout this site—you'll take many of the lessons from this course with you throughout your career.
How long will it take to see results?Completely depends on how much time and energy you put in after you finish the course. But generally, you should start seeing some good traction in 30-60 days.
Can I expense it?Yup! Here's an email template you can use to ask your manager: "Hi name, There's a digital course that I want to take called The Competitive Playbook, and I was hoping you’d let me expense it. The program is a one-time cost of $149. It was created by Andy McCotter-Bicknell, who built Competitive programs at ZoomInfo and ClickUp. It has 90 minutes of content and actionable frameworks that can help me optimize our Competitive program. Leaders at Dropbox, Slack, Zendesk, and Metadata have all written positive things about the course. For less than $200, I figured it would be a no-brainer, but wanted to get your OK first. Thank you, Your Name"

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