Build impactful competitive programs

This course is packed with practical skills and frameworks to give you the confidence you need.
  • The ultimate self-paced pathway to taming your data
  • Expertly map your landscape
  • Crispen up your competitive positioning
Competitive Intelligence Certified with Alex McDonnell
Competitive Intelligence Certified | Masters action shot

Competitive Intelligence Certified | Masters

Skills and frameworks for confident, impactful compete programs.

  • Unlock the ultimate self-paced pathway to taming your data
  • Expertly map your landscape
  • Crispen up your competitive positioning.
Competitive Intelligence Certified | Masters badge

Course overview.

Do your team conversations about competitors swing between ignorance and panic? Usually, there’s no middle ground. It’s heads in the sand, or it’s falling skies. 


If you struggle to respond confidently when asked about the competition, relying on scattered links and incomplete information, then worry no more. 


Whether you're a seasoned CI savant or a competitive novice, this course will equip you with the fundamental frameworks and tools to refine your competitive edge.


From mapping the market to uncovering the real reasons you’re winning or losing deals. From crafting untouchable positioning, to nailing cross-functional collaboration. This course gives you what you need to build a compete program with impact.


Don't let your competitors get the upper hand. Sign up to become Competitive Intelligence Certified and give your org the advantage.

Competitive Intelligence Certified Masters
Course overview.

Picture this… One of your primary competitors has announced something big. A game changer. Your other competitors are scrambling… but you’re ready for it.

Your sales reps are primed to handle any objection. Your leadership team is up to speed. Your entire org is ready to respond decisively. And it’s all thanks to you.

What if we told you it’s possible to build a competitive intelligence program that’s slick enough to handle all the market can throw at it? You’re just a few clicks away from uncovering the processes and frameworks an expert used to do exactly this.

Discover how to replicate his success with this competitive intelligence training course.
By the end of this course, you'll be able to:
  • Build your program
    Build and scale a competitive intelligence program that does the work for you, funneling new intel straight into your inbox. 
  • Empower others
    Don’t just enable. Empower your customer-facing teams to speak with confidence about your brand and your competitors.Conduct win/loss and primary research.
  • Guide strategic decisions
    Speak confidently about the competitive landscape and your place within it. Earn your seat at the table and guide your org’s strategy.
Competitive Intelligence Certified | Masters template
Competitive Intelligence Certified | Masters template

By the end of this course, you'll be able to:

  • Build a tech stack for competitive intel.
  • Conduct win/loss and primary research.
  • Visualize your competitive position with a market map.
  • Bring CI to the table for strategy and product decisions.
  • Enable sales and customer success to deliver crisp competitive positioning.
The course validated a lot of my existing knowledge (7+ years in CI), but also gave me new ideas which I will test out in my next job.
Marcel Hoffmann, Principle Product Marketing Manger at Cloudflare
A very good course to train or refresh your CI skills. I’d recommend for anyone who wants to learn CI to start here. It’s a good refresh and the fireside chats and bonus footage are very good and those of us with more experience will find those to be gold.
Dustin Ray, Senior Strategy Consultant at
Risecor
A systematic approach to CI as a function, role, and purpose! I 100% would recommend.
Igor Kranjčec, Head of Marketing
at Determ
Helpful as I am new to the CI world (and not from a Product Marketing background either)
Zachary Dworkis, Competitive Intelligence at Workday
The course validated a lot of my existing knowledge (7+ years in CI), but also gave me new ideas which I will test out in my next job.
Marcel Hoffmann, Principle Product Marketing Manger at Cloudflare
A systematic approach to CI as a function, role, and purpose! I 100% would recommend.
Igor Kranjčec, Head of Marketing
at Determ
Learn from industry experts like:
Elvis Lieban
Senior Product Marketing Manager at Gong
Clara Smyth
Director, Competitive Enablement Services at Klue
Alejandro Rodriguez
Product Marketing Lead at Amazon

What you can expect from Competitive Intelligence Certified

Write your awesome label here.
What's included.

Content

10 jam-packed chapters of “instantly applicable” competitive intelligence training taking you step-by-step through competitive intelligence’s most essential elements.

Footage

4+ hours of content, plus tons of bonus footage featuring experts from companies including Gong, GoDaddy, and Hootsuite.

Exams

No passive learning here. You’ll consolidate your learning at intervals throughout the course with bite-sized exams and quizzes.

Templates

9 tried, tested, and vetted templates created by CI experts you can take away and apply instantly.

Access

Lifetime access to all course content. Busy schedule? Complete the material whenever suits you best.

Certificates

Get an official certification upon completion to share your success with your network.
Learn from industry experts like:
Elvis Lieban 
Senior Product Marketing Manager at Gong
Clara Smyth
Director, Competitive Enablement Services at Klue
Alejandro Rodriguez
Product Marketing Lead at Amazon

Looking to learn as a team?


If you're looking to certify a team of three or more, speak to Tom at [email protected].

P.s. Need help convincing your boss? We've done the hard part for you.

Looking to learn as a team?


If you're looking to certify a team of three or more, speak to Tom at [email protected].

P.s. Need help convincing your boss? We've done the hard part for you.

Course curriculum

FAQs.

Is this course right for me?

Are you a Competitive Intelligence Lead looking to cement your skills and knowledge? Or are you a PMM performing competitive intelligence as a part of your role? A Director of Product Marketing looking to enable sales, and align cross-functional teams on brand and product positioning? If any of these sound like you, this course is right up your alley.

Is there a time limit on completing the course?

The course is 100% on-demand and self-paced. Once you enroll, you’ll work through the chapters in chronological order. At the end of each module, it’ll be time to test your knowledge with our confidence-building exam questions. Once you pass all these, you’ll be Competitive Intelligence Certified!

How long does the course take to finish?

Smart cookies can complete the base course in about 1.5 hours. The bonus material, discussion panels, and fireside chats will take an additional 3+ hours to complete. 

What do I do if I don’t pass the exams?

If you fail the first time around, you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. But all is not lost! You’ll still have learned LOTS, and you’ll have lifetime access to the course materials.

How long will I have access to the course content?

Course takers get lifetime access! A single, one-off payment gives you unlimited reign of all the course content.