The Dos and Don’ts of Competitive Enablement | Dejan Gajsek, Founder & CEO, Grow + Scale

In this episode of the Product Marketing Life podcast, Mark Cassini interviews Dejan Gajsek, CEO and co-founder of Grow & Scale, about setting up a competitive enablement program. Dejan shares his journey into product marketing, the challenges he faced as a marketing team of one with no budget, and how Grow & Scale assists B2B and SaaS companies with competitive intelligence and sales enablement. He advises product marketers to start small by focusing on one or two key competitors, working closely with sales teams, and respecting established communication styles. Dejan also highlights common mistakes, such as trying to do too much too soon, and stresses the importance of clear communication and unbiased feedback. He recommends prioritizing a fundamental positioning statement and creating an "atomic" battlecard with essential information for sales reps. The discussion also covers the increasing importance of competition and preserving the human aspect in marketing, even with the rise of AI.