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
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
"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
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
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.
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
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
In my personal experience it's important to do the...more
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
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