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7 Answers
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesApril 13
This requires a few different tactics depending on the size of your sales team. YMMV based on culture, sales leadership, enablement structure, but it's a good place to start.  One thing that's constant, though. Establish a one-stop shop for all competitive materials (Folder in sales portal, in......Read More
350 Views
Jessica Scrimale
Jessica Scrimale
Oracle Senior Director of Product ManagementAugust 17
I've seen this done a number of different ways. Typically we have dedicated time with the field to train them on the positioning. You can get buy-in from the head of sales and enablement (if you have one) to schedule a standalone session that you run to help train the field on the positioning.  ......Read More
469 Views
Andrew McCotter-Bicknell
Andrew McCotter-Bicknell
ClickUp Head of Competitive IntelligenceOctober 18
There are two directions to answering this question: 1. Frequency of delivery 2. Content Frequency is important because Sales is constantly bombarded with info. You have to get in front of them consistently with different materials like presentations, documents, customer-facing assets, etc. t......Read More
320 Views
Vikas Bhagat
Vikas Bhagat
Webflow Senior Director, Head of Product MarketingJuly 13
It really depends on the current understanding of that competitive positioning within my sales team. I usually work with Sales Enablement or frontline Sales Managers to create a bill of materials that would help inform the team on competitive positioning.  Usually this includes but it varies o......Read More
553 Views
Ambika Aggarwal
Ambika Aggarwal
Culture Amp Director of Product MarketingSeptember 23
You'll want to create materials that you can package up and disseminate via a central hub like Highspot, Seismic, Showpad, Confluence etc. When you roll this out make sure you lead with "what's it in for them?" (faster deal cycles, higher ACV, etc)  It depends on who you're trying to enable (AEs......Read More
359 Views
Harsha Kalapala
Harsha Kalapala
AlertMedia Vice President Product MarketingJuly 7
Keep it simple and practical. We use a simple battle card format to pull together the most essential details you need at your fingertips to enable competitive conversations. We host it on Seismic so it is easy to search for keywords and find the battle cards. We also do specific training sessions......Read More
331 Views
Jeffrey Vocell
Jeffrey Vocell
VP of Product MarketingAugust 4
Put in a place that's easy for them to find, and be consistent. While that's oversimplified, it really comes down to that. Sales will look for competitive positioning as they need it, so having the materials in a place they can easily access and consistently get updates is the central part of ......Read More
260 Views
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James Winter
James Winter
Spekit VP of MarketingAugust 22
Pat and Sean did a great job answering with some more tactical approaches so I'll be brief with a couple tips.    There are purpose built tools like Inkling that can be a great way to enable massive sales teams, but they require a ton of investment to do well. Webinars and quizzes are things th......Read More
1165 Views
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Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsFebruary 18
In my view, a demo should talk directly to the persona you are dealing with. This means you need to tailor the flow to address that persona’s key challenges, needs, and the situation they live in. I am not a big fan of super-scripted demos. Every salesperson or sales engineer will have their own......Read More
1412 Views
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Dave Kong
Dave Kong
Scale AI Head of Product MarketingJanuary 16
Check out my reply here, in a previous question. Building on my previous response, I do think about this in those two phases: At launch and post-launch. At Launch At launch, you need your teams to be ready and aligned to the GTM strategy. If a rep cannot effectively pitch, demo, solution......Read More
1012 Views