What do you take into consideration when getting requests to create "leave behinds" and/or "one pagers" for a variety of different aspects for your company?

I'm starting to build our competitive program here at Percolate and I am personally questioning the need for creating a unique sales asset for each competitor.

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4 Answers

Sales Content

Dave Kong

Cleanlab Head of Marketing • 8y

For requests in general, the very first thing i recommend doing is evaluating if the request is within your defined set of PMM responsibilities. If not, I would turn down the request because accepting those sets an unsustainable precedent. If it does fall within your scope, then I generally look at: Alignment with PMM or business goal Impact Reuse-ability Effort Confidentiality I, actually, no longer let content requestors set the requirements for content. The requirements you’ll often get typ ...Read More

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Katie Gerard

Workhuman Head of Product Marketing • 4y

It depends on where these requests are coming from! I'm always cautious with competitor specific one pagers because it's so easy for these to get back to the competitor. I've personally seen slides our competitors have made about us and this is a) legally risky b) detrimental to any partnership you might have with your competitor c) super easy to debunk when you see it neatly written down! We do come up with "battlecards" for all our major competitors that Sales can use to quickly respond to som ...Read More

887 Views
Hien Phan

TigerData Head of Marketing • 6y

I agreed with David on who is requesting the document. I would think about the buyer journey and the sales process, and ask myself would the leave-behinds or one-pagers move the funnel? I would also confirm my hypothesis with multiple sales reps at different levels of performance. Usually, if there is a problem, it will showcase itself across a wide section of the sales team. I would apply the same methodology to a CS team.

537 Views
Dave Daniels

BrainKraft Founder • 8y

First, who is requesting the docs? Is it an internal request (sales) or an external one (buyers)? The key to answering that question is to have knowledge about your buyers and how they buy. I'm guessing that the information in question is already on your company website. Buyers are going there already. The short answer is... if a buyer needs it to help them move forward in a buying decision, do it. Otherwise ignore the request, explaining why it's not a good use of company resources. If you don ...Read More

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