CI is commonly used to provide specific attack and defend tactics to sales. But wouldn't it be great to have reliable insight into competitive product features and roadmaps? CI can help uncover the product investments that buyers value.

In this session I will present a framework called the Kano Model, and will share some examples of product management-driven competitive analysis. The remainder of the time will be spent with all of you brainstorming ways to apply these tools, and identifying key questions whose answers would help you develop better products.