Coro is a modular cybersecurity platform for small and mid-sized businesses. I was Director of Product & Corporate Marketing.
Context
We had little brand recognition. Prospects already bought from Microsoft, Google, CrowdStrike, SentinelOne, and smaller tools for specific problems such as email security. Many prospects had small security teams.
The comparison
I wrote a public comparison around which product suited which buyer. CrowdStrike has a broad feature set. Our prospects lacked the staff to operate that breadth, leaving them with capabilities they had paid for and left unused. I stated where CrowdStrike was stronger, then focused the comparison on the needs Coro was built to serve.
Because the piece was public, every claim had to be one the sales team could defend with the competitor in the room. I removed any line that failed that test.
Public constraints
For me, competitive work is part of positioning. Naming the alternatives shows exactly what the buyer is choosing between, and I do that research before anyone assigns a separate competitive intelligence project.
