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Product Marketing at VMware
Agree w/ comments above. Easily digestible chunks of data presented in a battle card format (2 pages) is very effective. Remember to keep it brief and concise (e.g. 3 bullet points per topic). There's a conference in October that is focused on competitive marketing, including sessions on content ...more
Director of Product Marketing at Unbounce
Timeliness and accessiblity are also key to providing value to your team.  * Providing a list of month-end/ quarter-end killshots speaking to the most up-to-date intel and positioning you have on focused competitors (maybe trending that month) is not only going to be acknowledged, but c...more
Director of Strategy and New Business Development - Platform Partnerships at Eventbrite
This is a little meta, but the best advice I have is to treat your sellers as your customers.  What would you do to try to understand how to get a customer to use your product?  Do some research - via interviews, observations, surveys, etc, and learn their workflows, their gaps, their pain points...more
Head Of Product Marketing at SignEasy
"treat your sellers as your customers" 200% Yes! When dealing with other departments, particularly sales, I think this is the #1 thing that product marketers need to do in order to calibrate their approaches and outputs.  Your suggestion not only accomplishes that, by putting one's self in ...more
Founder at DoubleCheck Research
Real time competitive insight direct from buyers. Easy way to collect this information is via a win/loss interviews. Simply ask questions regarding who else they considered and why. Dig into areas such as brand, product, sales experience, pricing, culture. Sales teams always perk up when the data...more
Director Product Marketing at Benefitfocus

Ryan - our sales team has definitely appreciated all of the insight we gain from our relationship with DoubleCheck. Thank you!!

Founder at DoubleCheck Research

Thanks for the kind words Cindi! 

Product Marketing Manager at BigCommerce
Getting sales buy in on what type of information they want early on can be really helpful (it can also be useful if they change their mind later on). Starting with a proof of concept then circulating the first battlecard among sales leadership before you start building out other competitors.  ...more
Head of Product Marketing, Advertising Cloud at Adobe
I’ve had the best success with easy to digest “competitive battlecards” for sales. The simpler, the better. They should give basic company info, pricing, and how to handle objections. For larger sales teams, these are a great reference point for them to use on the phone.   The ultimate goal of ...more
VP of Product Marketing at Unbabel
As with any other sales content, find out how your specific sales team likes to consume content. This will give you an idea of the format, as well as the channels in which to share this information. This will also depend on your company culture. In my personal experience it's important to do the...more
Director of Product Marketing at Webflow
Great question and one that really hits home for me since I used to do competitive intel while sitting in the sales organization at Medallia. The best approach I've seen is first identifying the top content needed by the sales team by actually sitting in sales meetings and in front of customers. ...more
Director of Product Marketing at Culture Amp
This is a great question and one that generally takes refinement over time based on feedback from sales.  Here's what you can do to make sure your competitive intel is beneficial and leveraged by your sales team: 1. Conduct in-depth Win/Loss research - identify the key lost and won reasons that...more