PMM - Competitive Intelligence Job Description and Responsibilities

When and why should you hire a dedicated Product Marketing Manager for Competitive Intelligence (CI).

  1. Competitor Monitoring
  2. Competitive Intelligence
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As a Head of Product Marketing who has reached a critical team size milestone, you're likely juggling multiple priorities—driving positioning, enabling sales teams, and staying ahead of competitors. At some point, you'll realize that managing competitive insights alongside everything else is stretching your team too thin. This is the moment when hiring a dedicated Product Marketing Manager (PMM) focused on Competitive Intelligence (CI) becomes essential.

In this post, we’ll walk through the key elements of a PMM - Competitive Intelligence role, why it's critical for scaling SaaS companies, and when it’s time to hire for it. If you’re looking for a sample job description or guidance on structuring this role, we’ve got you covered.

Why Hire a Dedicated PMM for Competitive Intelligence?

As your product and marketing teams grow, so does your competitive landscape. New entrants, changing market conditions, and competitor product updates happen constantly. In the early days, you or one of your generalist PMMs might handle competitive analysis as part of a broader role. But as your company scales, competitive intelligence becomes too important to be an afterthought.

A dedicated PMM for CI means you have someone 100% focused on:

  • Monitoring the market proactively: Competitor activities are tracked in real time—everything from product launches to pricing shifts.
  • Providing regularly updated data and insights: Rather than scattered, ad-hoc competitor research, a CI-focused PMM provides actionable insights backed by data, that influence product roadmaps, marketing campaigns, and sales strategies.
  • Working with Sales Enablement: Your sales teams will have consistent, up-to-date battlecards, objection-handling guides, and competitive positioning tools, enabling them to win deals against fierce competitors.
  • Analyzing data from Won/Lost deals: A dedicated CI expert ensures that closed deals are analyzed objectively, with a strong methodology that eliminates biais.

When to Hire a PMM for Competitive Intelligence

Hiring a PMM dedicated to competitive intelligence typically makes sense when:

  • Your product portfolio is expanding: With more products or features, tracking how each stacks up against competitors becomes increasingly complex.
  • Sales teams are growing: As your salesforce scales, the need for tailored competitive tools, from battlecards to training sessions, grows in parallel. A dedicated PMM can stay on top of this, ensuring your reps have what they need to close deals.
  • You’re entering new markets: Expanding into new geographies or verticals requires deeper competitive insights to inform both product strategy and messaging.
  • You’re missing opportunities vs competitors: If you’re starting to lose deals to competitors due to gaps in your competitive strategy or a lack of timely intel, it’s time to get a dedicated resource focused on CI.

What are their key activities

At PeerPanda, we’ve worked with numerous B2B SaaS companies, helping them automate and streamline their competitive intelligence efforts. Based on our experience, here’s what a great PMM for CI should focus on:

1. Market and Competitive Analysis

The core of the CI role is understanding your competitive landscape. This means not only tracking direct competitors but also monitoring emerging players and broader industry trends. Your CI expert should:

  • Conduct thorough competitor research and maintain up-to-date competitor profiles.
  • Analyze competitors' product roadmaps, pricing changes, and market strategies.
  • Use tools like PeerPanda to automate competitor tracking, making the process more efficient and scalable.

2. Win/Loss Analysis

One of the most critical inputs for CI is understanding why you win and lose deals. A CI-focused PMM will dive into win/loss data to identify trends and develop actionable insights:

  • Regularly conduct win/loss analysis to uncover patterns in sales performance.
  • Provide recommendations to adjust positioning, messaging, or even product features based on their findings.

3. Sales Enablement

Your sales team is on the front lines, and in crowded markets, having up-to-date battlecards can make a big difference. A PMM for CI should:

  • Create competitive battlecards, positioning guides, and objection-handling materials.
  • Provide regular training to ensure your salesforce knows how to use this information effectively.
  • Update these materials frequently to reflect the latest competitor moves.

4. Cross-functional Collaboration

Competitive intelligence touches multiple teams across the organization. A successful CI expert will collaborate closely with:

  • Product Management to inform product roadmaps based on competitor insights.
  • Marketing to adjust messaging and campaigns that clearly differentiate your products.
  • Sales to provide the tools and training necessary to win deals against competitors.

5. Reporting and Strategic Insights

A dedicated PMM for CI will make sure that leadership always has a clear picture of the competitive landscape:

  • Provide regular competitive analysis reports to key stakeholders, including leadership, product, and sales teams.
  • Deliver actionable insights that inform strategic decision-making across the business.

Look for Relevant Experience, Not the Exact Title

Since PMM-CI is a newer role, candidates may not have that specific title on their resume. Instead, look for people who have experience in roles that involve researching competitors and using those insights to make decisions. Ideal backgrounds might include:

  • Product Marketing Managers: Obviously, they often do competitive analysis as part of their broader role, making them a good fit for CI.
  • Business Analysts: These individuals are skilled at gathering and analyzing data, which is essential for competitive intelligence.
  • Sales Enablement Specialists: If they’ve developed battlecards and other competitive tools for sales teams, they’re already doing a big part of the job.
  • Product Managers (PMs): PMs regularly evaluate competitor products to inform product decisions and strategy, giving them relevant experience for CI.

What to look for in a candidate

Analytical and Strategic Thinkers

Competitive intelligence requires turning raw data into actionable insights. Look for candidates who have experience working with data and using it to shape product or marketing strategies. This might come from roles like:

Collaboration Across Teams
A good PMM-CI doesn’t work in isolation—they collaborate with sales, product, marketing, and leadership teams. Candidates who have led cross-functional projects or worked closely with different departments in roles like Product Managers or Sales Enablement will likely be a good fit.

Sales Enablement Focus
One key part of this role is creating competitive tools for sales teams, like battlecards and objection-handling guides. Candidates who have worked in Sales Enablement or Product Marketing likely have experience developing these materials and understand what sales teams need to win deals.

Curiosity and Proactive Mindset
The competitive landscape is always changing, so look for candidates who are naturally curious and eager to follow and lead industry trends. People who have worked in Market Research or Strategy Roles tend to have this proactive mindset because they’re used to constantly learning and adapting.

Sample Job Description: PMM - Competitive Intelligence

Here’s an example of a comprehensive PMM - Competitive Intelligence job description. We’ve blended insights from the field with best practices to give you a clear idea of what this role looks like at a scaling B2B SaaS company:

Sample Job Description: PMM - Competitive Intelligence

Position Overview

We are looking for a skilled and analytical Product Marketing Manager with a focus on Competitive Intelligence to join our team. In this role, you will become the company’s expert on the competitive landscape, providing critical insights that inform product decisions, enhance sales strategies, and drive marketing efforts. Your work will directly impact how we position our products and empower sales teams to win in the market.

Key Responsibilities

  1. Market and Competitive Analysis
    Conduct thorough research on competitors, tracking their activities, strategies, and product developments. Develop and maintain detailed competitor profiles and provide regular updates to internal stakeholders.
  2. Win/Loss Analysis
    Lead win/loss analysis to identify key factors behind successes and challenges in sales. Provide data-driven insights and recommendations to refine positioning and optimize sales strategies.
  3. Sales Enablement
    Create and deliver compelling competitive battlecards, objection-handling guides, and training materials to equip sales teams with the tools needed to outmaneuver competitors. Regularly conduct training sessions for sales teams.
  4. Cross-functional Collaboration
    Work closely with Product Management, Sales, Marketing, and other teams to align competitive insights with product roadmaps, sales strategies, and marketing campaigns. Ensure findings are integrated across all customer-facing initiatives.
  5. Reporting and Communication
    Develop clear, actionable reports and presentations on market trends and competitive intelligence for senior leadership and key internal teams. Communicate insights in a clear, concise manner that drives informed decision-making.
  6. Monitor Competitive Landscape
    Track and analyze competitor announcements, product launches, and market shifts. Maintain an ongoing pulse on the market to proactively identify opportunities and threats.
  7. Product Positioning and Messaging
    Collaborate with product and marketing teams to craft differentiated positioning and messaging that highlights our unique strengths and resonates with target audiences.

Qualifications

  • Bachelor’s degree in Marketing, Business, or related field; MBA or equivalent advanced degree preferred.
  • 5+ years of experience in product marketing, competitive intelligence, or related roles, ideally in the tech or SaaS industry.
  • Strong analytical skills with the ability to transform data into clear, actionable insights.
  • Excellent communication skills with experience presenting complex information clearly and effectively.
  • Proven ability to create competitive enablement materials like battlecards, positioning guides, and playbooks.
  • Experience working in fast-paced environments, managing multiple projects simultaneously.
  • Familiarity with competitive intelligence frameworks and tools.
  • Ability to collaborate effectively with cross-functional teams, including sales, product, and marketing.

What You'll Bring

  • A passion for market research and competitive analysis, with a demonstrated ability to synthesize information into actionable insights.
  • The ability to translate competitive intelligence into product strategy and sales enablement materials that differentiate us from the competition.

Taking your Product Marketing Team to the next level

If you are looking to hire a dedicated PMM for Competitive Intelligence, you surely have realized how a strong CI team can make a difference in your company.

We´d love to chat with you!

At PeerPanda, we automate much of the competitor monitoring and analysis, giving your CI team the tools they need to focus on strategic, high-impact work.

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