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Ten Best Practices for Performing Competitive Teardowns

Sean Campbell
Matthew T. Grant
Thu., July 26, 2012 12pm ET (9am PT)
90 minutes
This online marketing seminar received 3.5 star(s)

No matter what your product, service, or industry, it's critically important to benchmark your competition. Keeping tabs on your competitors helps give you an idea of where you stand. Are you leading the pack or bringing up the rear? Regardless of where you stand, you'll need to arm yourself with an arsenal of tools to put competitive benchmarking into action. This is where the product teardown comes in.

In this seminar, you'll learn best practices for performing product teardowns and how to best benchmark your progress and the progress of your competitors. You'll learn the do's and don'ts of legally acquiring competitors' products, tearing them apart and scrutinizing their strengths and weaknesses, and how you can use the results to improve your marketing and sales collateral. Plus, you'll learn how keeping tabs on your competition can help with your strategic planning.


Sean Campbell founded his competitive intelligence work on many years of working with bleeding-edge hardware and software technologies long before they became mainstream. Sean has written several books for tech giants and co-wrote Going Beyond Google: Gathering Internet Intelligence. Additionally, Sean is an assistant professor at Willamette University, where he teaches industry analysis and competitive intelligence.

Who Should Attend?

Any marketer who wants to better understand their competition, know where they stand in their industry, and obtain competitive information to help with strategic planning.

What Will You Learn?

  • How to apply benchmarking to your business
  • How to perform a product teardown
  • How to use benchmarking to inspire new ideas and trump your competition

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