How do you partner with competitive intelligence to develop sales enablement tools?

This partnership is absolutely critical, especially in our competitive ecommerce platform space! Here's how we make it work: Our CI Partnership Process: Regular Collaboration: Bi-weekly CI + Sales Enablement syncs Real-time Slack alerts for competitive moves Quarterly market landscape reviews Key Outputs: Battle cards - CI provides technical comparisons, we create talk tracks Dynamic demo flows highlighting differentiators Objection handling playbooks based on real competitive intel Win/loss ana ...Read More

What I like about Competitive Intelligence, is that they are doing the research that you need to be able to help you build your market position and even your messaging to a degree. I like to partner with them to get that information in order to build better and more secure messages. I also like to partner with them to create specific sales tools against specific competitors. And I've also found that my partners in Competitive Intelligence often have a pretty good pulse on a lot of things happeni ...Read More

You should take a similar approach to how you'd partner with market research, per my answer to the AMA question re persona research. Partner with sales enablement to deliver competitive intelligence (CI) insights in a way that fits sales training heuristics, or find clever ways to embed them in their day-to-day workflow. Done right, CI is a great lever for sales to deposition competitors in the prospecting and opportunity phases, potentially yielding better win rates. It can also shine a guiding ...Read More

Competitive intelligence is great resource and team to collaborate with, if you have the opportunity. I work closely with this team to help me uncover details on the top 5-8 direct competitors like product positioning, pricing, where they win, and where they're weak. It's up to you as the PMM to determine what information to surface to sales and how. A few tactics I've seen work include a weekly newsletter - short and to the point that summarizes compete activity; battle cards; objection handlin ...Read More