Mastering Oral Competitive Benchmarking – Question, Analyze, Adapt
Dive into a 1.5-hour operational course designed to reveal the full strategic potential of oral presentations in competitive benchmarking processes. Designed for strategic marketing analysts, this off-the-shelf e-learning training helps you pick up on weak signals, formulate the right questions, and leverage feedback from the field to refine your decisions.
Main objective: to enable you to structure, conduct, and leverage an oral competitive benchmark by collecting key insights directly during discussions or presentations with your teams, clients, or partners.
Why is this course essential?
- Because traditional competitive analysis is no longer sufficient: strategies evolve quickly, data freezes, and words reveal what numbers don’t.
- Because a sentence heard can guide an entire strategy—provided you know how to listen and interpret it.
- And because the ability to pitch your strengths against identified competitors becomes a lever for differentiating positioning.
A learning architecture designed to take action :
- Understand the impact of oral benchmarking Discover why oral competitive benchmarking is a differentiating strategic lever. Become aware of its contribution to a detailed understanding of competitive positioning and real-time marketing adjustments.
- Integrate the fundamentals of oral benchmarking Master competitive analysis models and techniques specific to the verbal approach: interview framework, feedback typology, key elements to decode.
- Apply best practices in the field Learn to question effectively, identify cognitive biases in oral feedback, and synthesize actionable insights.
- Adapt according to the environment Adapt your posture and techniques according to the interlocutors (salespeople, customers, experts), the context (meeting, trade show, interview) or the maturity of the product.
- Test your reflexes with an immersive simulator Interact with a virtual character in a dynamic situation. Ask the right questions to extract reliable and relevant information about the competition.
- Consolidate your knowledge with a final mega quiz. Assess your mastery of the subject through a stimulating quiz, ideal for anchoring concepts and validating key learnings.
Operational training that allows you to:
- Highlight strategic weak signals
- Co-construct positioning with your stakeholders
- Create a bridge between quantitative data and qualitative insight
- Obtain a living, updatable, and directly usable benchmark
