The Competitive Enablement Show: Recent Episodes
Klue
Welcome to the Competitive Enablement Show. On this podcast you'll find innovative strategy, tangible advice and tactics that work from the best competitive intelligence experts in the industry. Join Adam McQueen to learn how you can build a competitive program that impacts the bottom line.
In this special birthday episode of "Coffee and Compete," hosts Adam McQueen and Hunter celebrate another year around the sun with some surprise belated COMPETE birthday wishes.
Register for Compete Week: https://klue.com/compete-week
CREDITS:
Hosts: Adam McQueen, Hunter Sones
Producer: Grayson Ottenbreit
Editor: Stephen Despins
The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
TIMESTAMPS:
(00:00:00) A Birthday Surprise
(00:02:16) Compete Week 2024
(00:05:52) Conducting Competitive Landscape Analysis
(00:11:10) Hunter's Win-Loss and Competitive Enablement Schedule
(00:18:32) How ESPN's Strategy Created Ankle Biter Competitors
AI companies are killing it... but are they killing their profits? We dive into how OpenAI, Google, Antrhopic and other companies are competing themselves into a zero profit margin business model. How will these companies stay competitive? We asked Klue's CTO, Sarathy Naicker and he had some stuff to say...
Register for Compete Week: https://klue.com/compete-week
CREDITS:
Guests: Sarathy Naicker
Hosts: Adam McQueen, Hunter Sones
Producer: Grayson Ottenbreit
Editor: Stephen Despins
The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
TIMESTAMPS:
(00:00:00) Introducing Sarathy Naicker
(00:01:56) The Competitive Dynamics of AI Companies
(00:03:43) The Importance of Data and Market Breadth
(00:10:19) The Role of Brand in AI Competition
(00:18:07) Compete Week and Upcoming Events
(00:19:02) Hunter's Busy Week
(00:19:53) Hunter from the Future??
(00:20:17) Reacting to Our Competitor's Product Release
(00:22:19) Using Buyers to Position Against Product Releases
(00:23:09) Messaging for Your Competitor's Product Release
(00:24:49) Don't Be Too Attached to Your Messaging
Air Inc. is doing some of the best marketing we've seen in... ever. We break down what they've done recently, from fake protests to mockumentaries and then Hunter breaks down his experience bringing Win-Loss Analysis to his executive team.
CREDITS:
Guests: Katie Berg
Hosts: Adam McQueen, Hunter Sones
Producer: Grayson Ottenbreit
Editor: Stephen Despins
The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
TIMESTAMPS:
(00:00:00) The history of Klue podcasting
(00:03:50) Air Inc.'s masterclass in marketing
(00:07:03) The role of controversy in marketing
(00:11:46) Big companies vs. scrappy startups
(00:14:51) Air's influencer marketing strategy
(00:18:27) Diving into influencer marketing
(00:19:43) The power of creative marketing
(00:20:59) Evaluating marketing success
(00:22:37) New releases and community updates
(00:23:34) Insights from win-loss analysis
(00:30:12) Implementing buyer feedback
(00:30:56) Leveraging customer stories
This is from our monthly community sessions in The Compete Network where we sit down with Product Marketers and Comete pros to learn tactical lessons quick and fast and quick and.... fast. No wasted time, questions from the community members, all about one topic - it's a power half hour.
Sign up for future community sessions here:
https://community.thecompetenetwork.com/home/events
CREDITS:
Hosts: Adam McQueen, Hunter Sones
Producer: Grayson Ottenbreit
Editor: Stephen Despins
The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
Things got HEATED on the LinkedIn socials as CEOs were going after each other as a competitive deck was put on blast... and we were visited by Trevor Evans, Global Head of Competitive Intelligence at Qualtrics (and now Marketing Operations Director at Awardco), to talk about how he built his best in-class Win-Loss program.
CREDITS:
Guests: Nick Cegelski
Hosts: Adam McQueen, Hunter Sones
Producer: Grayson Ottenbreit
Editor: Stephen Despins
The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
TIMESTAMPS:
(00:00:20) Chillin' and what?
(00:01:51) What's Brewing: CEOs BEEFING on LinkedIn
(00:17:51) Cup of Wisdom with Trevor Evans
(00:18:25) Best in-class Win-Loss Analysis and Competitive Intelligence
(00:20:06) How do Win-Loss Analysis and Competitive Intelligence work together?
(00:22:41) Small wins sales can leverage
(00:25:08) Using Win-Loss Analysis insights
(00:29:24) How Qualtrics increased win rates by 20%
(00:33:04) The first thing you should do with Win-Loss insights
(00:36:12) Tips and tricks from Trevor
It's Olympics season, and when it's Olympics season, competition is running high - we've got a JUICY story about when Nike beat Adidas at the 2012 London Olympics (even though Adidas had a huge head start), and we had a chat with the sales legend Nick Cegelski who went toe-to-toe with Hunter sharing four ways you can knock a competitor out of an early-stage deal.
CREDITS:
Guests: Nick Cegelski
Hosts: Adam McQueen, Hunter Sones
Producer: Grayson Ottenbreit
Editor: Stephen Despins
The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
It's a rebrand, it's amazing, we are so excited. Say đź‘‹ to the Competitive Enablement Show and welcome to Coffee & Compete.
Coffee & Compete is the show that breaks down the news, gossip, and tactics of competitive business strategy - who is winning, who is losing, and everything in between.
Subscribe to The Compete Network for 100+ hours of compete content: https://thecompetenetwork.com/
CREDITS:
Hosts: Adam McQueen, Hunter Sones
Producer: Grayson Ottenbreit
Editor: Stephen Despins
The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
It's a rebrand, it's amazing, we are so excited. đź‘‹ to the Competitive Enablement Show and welcome to Coffee & Compete.
Coffee & Compete is the show that breaks down the news, gossip, and tactics of competitive business strategy - who is winning, who is losing, and everything in between.
Subscribe to The Compete Network for 100+ hours of compete content: https://thecompetenetwork.com/
CREDITS:
Hosts: Adam McQueen, Hunter Sones
Producer: Grayson Ottenbreit
Editor: Stephen Despins
The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
Clickbait title? Nope. We pitted ChatGPT against Klue AI to build battlecards and things got… interesting. In this episode, Hunter Sones, Competitive Enablement Services Consultant at Klue, shares his findings after creating battlecards with ChatGPT, and how Klue’s sales team reacted after he sent them the results.
TIMESTAMPS:
(00:00:00) Introduction
(00:00:45) The experiment: putting ChatGPT vs. Klue
(00:02:38) How well did ChatGPT build battlecards?
(00:04:12) How do you build a competitive battlecard in ChatGPT?
(00:05:20) The insights from a ChatGPT battlecard
(00:06:00) The challenges with building battlecards in ChatGPT
(00:06:59) The areas Klue performed better than ChatGPT(00:09:36) Competitor reviews in Klue vs. ChatGPT
(00:10:33) Building a battlecard in Klue vs. ChatGPT
(00:12:59) Why you SHOULDN’T use ChatGPT to build competitive battlecards
(00:14:37) Ways you can use ChatGPT to build competitive battlecards
(00:17:54) What was the best part of doing this experiment?
SHOW NOTES:
Follow Hunter on LinkedIn:
https://www.linkedin.com/in/huntersones/
Learn how to use the Fact, Impact, Act framework for building battlecards:
https://youtu.be/G1qrcNfKJWk
Check out the AI in CI report where we interviewed 70+ people in The Compete Network community about how they use AI in Competitive Intelligence:
https://thecompetenetwork.com/ai-in-competitive-intelligence-report
Host: Adam McQueen
Production: Grayson Ottenbreit
The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community. The Compete Network is powered by Klue.
The title says it all - we answer your questions about AI and Competitive Intelligence. We ran an AMA all about the biggest trends in AI and Competitive Intelligence in 2024 and we received almost 70 questions... too many to answer in one episode, so we decided to film another episode where we answer your unanswered questions.
Want to know how compete pros and product marketers are using and thinking about AI today? Read the 'AI in CI' report here on the Compete Network: https://thecompetenetwork.com/ai-in-competitive-intelligence-report
Make sure to check out the episodes on YouTube as well: https://www.youtube.com/@kluein
Check out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.
Host: Brandon Bedford
Production: Grayson Ottenbreit
The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
This is a recording from a community event in the Compete Network 'The Biggest AI Trends in Competitive Intelligence in 2024'. Brandon Bedford hosted James Raffield, answering questions from the community about AI tactics they've mastered, how AI will impact competitive jobs, and much much more.
Want to know how compete pros and product marketers are using and thinking about AI today? Read the 'AI in CI' report here on the Compete Network: https://thecompetenetwork.com/ai-in-competitive-intelligence-report
Make sure to check out the episodes on YouTube as well: https://www.youtube.com/@kluein
Check out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.
Host: Adam McQueen
Production: Grayson Ottenbreit
About the Compete Network: The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
In this Compete Week session, Carin Van Vuuren and Meagan Eisenberg join Katie Berg - three Marketing leaders from innovative companies share the growing importance of competitive intelligence to their executive teams, as well as where it sits in their organization and how valuable it is for them to use as a lever in their overall Marketing objectives.Key Moments(00:00) Introduction(02:41) Competitive Intelligence's objectives at Greenhouse Software(04:15) How Competitive Intelligence can build trust(05:21) Bridging the gap between marketing and sales with competitive enablement(06:43) Where does Competitive Intelligence fit in at Lacework?(07:31) Why Competitive Enablement makes you an expert and how that impacts sales(08:18) Keeping your intelligence up to date(09:43) Building a 'culture of compete'(11:06) Enabling your CEO and C-Suite with Competitive Intelligence(12:37) Being close to intelligence to stay relevant(13:48) What executives miss with competitive strategy(15:15) The problems with fixating on one competitor(16:01) Supporting the product roadmap with Competitive Enablement(18:07) Do CMO's care about win rates?(20:31) Which department should own Win-Loss analysis(22:45) How to enable against churn(24:10) The structure of a compete team(26:11) The most effective ways to use Competitive Intelligence in 2024Make sure to check out the episodes on YouTube as well: https://www.youtube.com/@kluein
Host: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.
About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
Nick Cegelski, host of the widely followed sales podcast, 30 Minutes to Presidents Club and Klue's Qayam Noorani kick off this series of talks from Compete Week 2023. They delve into the art of competitive selling, discussing strategies on dealing with competitors in your deals, understanding your buyer's needs, and the significance of being an educator in the sales process.Key Moments;(00:00) Introduction(02:12) The importance of understanding your buyer's evaluation process(02:31) The significance of having competitors in your deal(02:57) How to set yourself apart in a competitive market(03:19) Strategies for successfully navigating competitive deals(04:00) The importance of building credibility and trust with your clients(04:49) Sharing our favourite competitive deal stories(10:54) How to bring up competitors in a natural way throughout the deal cycle(12:15) Building a talk track to address the entry of a competitor mid-sales cycle(15:34) The importance of curiosity in competitive selling(16:56) The art of being an educated and consultative seller(17:36) The importance of earning trust and credibility with clients(18:03) Helping clients improve their programs(18:46) Bringing in various experts to educate and consult your buyers(19:09) Consuming content that is designed for the folks you are selling to(21:15) Adapting your strategy mid-cycle to overcome something a competitor is doingIn case you haven't already, make sure to check out the episodes on YouTube as well: https://www.youtube.com/@kluein
Host: Adam McQueenProduction: Grayson OttenbreitAudio Editor: Michael PanesCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.
About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
Host: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.
About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
Today marks Producer Ben's last day at Klue! So we decided to take a trip down memory lane in-studio and share our favourite moments, lessons learned, and funniest bloopers from 95 episodes of the show.
In case you haven't already, make sure to check out the episodes on YouTube as well: https://www.youtube.com/@kluein
Host: Adam McQueen
Production: Grayson Ottenbreit
Check out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.
About the Compete Network:
The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
Adam is joined by Sophos VP of Market Intelligence Max Weinstein to talk about successful strategies for sales enablement. The two dive deep into Max's three biggest tips for sales enablement, why building a strong relationship with product marketing is essential, and the balance between giving too much context versus not enough.
Don't miss your chance to save a seat for the BIGGEST compete event of the year at Compete Week 2022. See more info and the full lineup of speakers at https://klue.com/compete-week
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(00:04) Welcome to the Competitive Enablement Show
(01:52) Max's three biggest sales enablement tips
(05:13) Understanding your sales org inside and out
(08:56) Enabling your reps to cross-sell
(13:59) Where self-serve enablement comes into play
(16:37) Working with sales leadership and management
(18:51) Mechanisms for sales enablement and product marketing collaboration
(22:54) Enabling your sellers with the right amount of context
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses
Host: Adam McQueen
Production: Grayson Ottenbreit
Check out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.
About the Compete Network:
The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
Adam is joined by HubSpot's Competitive Intelligence Manager Jessica Davis to learn how she gets into the heads of her sales reps to create sales content to win more deals. Jess shares why it's essential to deliver content in a format your reps are familiar with and to promote it far and wide. We're also excited to announce that Jess will be a speaker at this year's Compete Week!
Don't miss your chance to save a seat for the BIGGEST compete event of the year at Compete Week 2023. See more info and the full lineup of speakers at https://klue.com/compete-week
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(00:00) Introduction
(03:02) Jess's three biggest tips for creating competitive content
(03:42) Distributing intel to your reps
(04:56) Promotion tactics and tips for content
(08:31) Moving from sales to compete
(13:02) Unlocking proof points from win-loss interviews
(16:38) How often HubSpot refreshes their content
(21:10) Staying close to your ICP
(23:57) How to report on your compete program to your leadership team
(29:01) Why you should be measuring competitive win rates
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Host: Adam McQueen
Production: Grayson Ottenbreit
Check out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.
About the Compete Network:
The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
In this reimagined edition of Competitive Enablement LIVE, we’ve enlisted 'seasoned and well-vetted Compete pros’ (their words, not ours) Gal Toren, Competitive Intelligence Team Lead at JFrog and Dylan D’Urso, Competitive Intelligence Manager at Autodesk, to answer your burning yet anonymously-submitted Compete questions on air.
Don't miss your chance to save a seat for the BIGGEST compete event of the year at Compete Week 2022. See more info and the full lineup of speakers at https://klue.com/compete-week
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(00:08) Introduction / Welcome to CE LIVE
(02:20) Meet Gal Toren and Dylan D'Urso
(03:42) Distributing intel to your reps
(08:56) Building and scaling relationships in a large company
(10:05) Hype versus reality with AI and compete
(12:56) Conforming raw intel to the needs of your sales reps
(17:15) Engaging executives in your win-loss program
(23:00) Setting goals and priorities for the win-loss program
(27:49) How do you start a competitive intelligence program from scratch?
(33:42) Prioritizing your compete efforts
(38:49) Getting execs to recognize the benefits of compete
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by Klue's Competitive Enablement Manager Brandon Bedford to talk about how GenAI has impacted the world of compete. From instant article summarization to improved product feature-functions, to companies penetrating new categories altogether, A LOT has happened in a few short months on the AI front. We brought Brandon in to talk about where it's at today and where he thinks we're headed.
If you're looking to level up your competitive intel sharing, download our Competitive Intel Newsletter Guide & Template. A free modifiable slide deck with best practices, the ultimate template, and advice from the best compete pros in the business.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments
(00:00) Intro
(02:40) Brandon's three big AI takeaways
(04:42) The next stage in the application of AI and compete
(09:07) Old companies entering new spaces thanks to GenAI
(16:05) Increased competition from upstarts with GenAI
(20:15) Why proprietary data will be the new oil
(28:36) How you should be using AI to level up your role today
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by Penny Moran, the Head of Competitive Intelligence at Zuora, in the final episode of our three-part series on competitive intel newsletters. Penny shares why she believes competitive intel newsletters are a key element in branding your compete program, how it can be a tool to help draw attention to your program beyond your immediate stakeholders, and how she tailors her newsletter to different audiences.
Get more expert tips on building a competitive intel newsletter with our Competitive Intel Newsletter Guide & Template. A downloadable slide deck with best practices, the ultimate template, and advice from the best compete pros in the business.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments
(00:00) Intro
(02:11) Matt's three tips for writing an intel newsletter
(04:54) Matt's go-to structure and format
(09:51) Delivering intel newsletters to different audiences
(13:45) Giving execs the intel they need
(19:31) Partnering with revenue leaders
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by James Raffield, Director of Competitive Intelligence at Druva to learn how he serves different audiences with his Competitive Intel Newsletter. James shares how he engages and inspires his audiences, how he chooses what intel to include in his newsletter and how he writes the all-important 'how it matters' section of his newsletter.
Get more expert tips on building a competitive intel newsletter with our Competitive Intel Newsletter Guide & Template. A downloadable slide deck with best practices, the ultimate template, and advice from the best compete pros in the business.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments
(00:00) Intro with Producer Ben
(02:10) James's three competitive intel newsletter tips
(07:02) Encouraging readers to take action through the newsletter
(10:01) Supporting org-wide campaigns with the newsletter
(13:50) Enabling the senior leadership team
(17:41) Building a culture of compete
(25:05) Keeping your audience engaged
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by Matt Tyrer, the founder of The Competitive Corner, a consultancy specializing in data protection, cloud and cyber security, and the former head of competitive intelligence at Commvault. The two chat about Matt's biggest tips for writing a competitive intel newsletter, how to make sure you're including intel and insights that'll keep executives coming back for more, and how to keep revenue leaders engaged with your newsletter.
Get more expert tips on building a competitive intel newsletter with our Competitive Intel Newsletter Guide & Template. A downloadable slide deck with best practices, the ultimate template, and advice from the best compete pros in the business.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments
(00:00) Intro
(02:11) Matt's three tips for writing an intel newsletter
(04:54) Matt's go-to structure and format
(09:51) Delivering intel newsletters to different audiences
(13:45) Giving execs the intel they need
(19:31) Partnering with revenue leaders
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by the Johnson Brothers, Arik and Derek. Both with nearly three decades in the world of compete. Arik is the founder, and Derek is the CEO, of Aurora WDC, a company that serves the needs of intelligence professionals and executives so that they can amplify insights and build a culture of compete.
The three dive into how breeding positive internal friction within an organization leads to positive outcomes, why intelligence pros need to think the unthinkable when it comes to strategy, and why listening more than you speak is crucial to success.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
(00:00) Intro
(02:19) Three key takeaways
(06:07) The problem with ignoring competitive insights
(10:27) Balancing long and short-term priorities
(15:08) How to encourage positive friction in the organization
(20:47) Asking uncomfortable questions
(26:27) Examples of building positive friction
(33:29) Wrap up
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by Palo Alto's Senior Competitive Strategy Analyst Ben Schultz for the final episode in our Scottsdale sit-downs series during SCIP IntelliCon 2023. Ben joined the show for a good time not a long time to chat about his path from the defense industry to competitive strategy, coming out of your shell as an introvert and the one biggest disagreement he has with his boss Alysse Nockels.
As much as you'll love listening to this interview, you should really check it out on Klue's YouTube Channel, shot on location in Scottsdale. We post (almost) every episode there, so check it out!
Key Moments(00:00) Introduction
(00:32) Ben's career path from defense contracting to competitive intelligence
(01:52) What to do when reps don't use your recommendations
(04:28) Coming out of your shell as an introvert
(07:04) Overcoming imposter syndrome
(08:39) Ben's biggest disagreement with his boss
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
Adam is joined by Klue's Growth Product Manager Isabel Gan to peek into the world of leveraging competitive intelligence for your product strategy. Isabel breaks down how three key areas of product strategy where product managers should be using competitive intel, the differences between how a startup, a scaleup and an enterprise company might use competitive intel, and the complex cost-benefit analysis all product managers have to weigh.
If you want to dive deeper into the world of product management, you should check out Isabel's show the Product Toolbox.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments(00:00) Introduction
(01:27) Three ways PMs should be using competitive intelligence
(03:10) The main philosophy of product development
(06:11) How competitive intel can inform future strategy
(09:35) How a startup, scaleup and enterprise company use competitive intel differently
(12:46) How product marketers and product managers should work together
(19:15) Why product marketers need to provide competitive landscape intel
(24:20) The Product Toolbox Podcast
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by friend of the Show and Imperva's Head of Competitive Intelligence Pat Wall. Pat dives into why enabling your sales team is like training a puppy, how to make intel simple and digestible for your reps, and how his priorities have shifted to focus on customer retention.
As much as you'll love listening to this interview, you should really check it out on Klue's YouTube Channel, shot on location in Scottsdale. We post (almost) every episode there, so check it out!
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Chapters
(00:02) Welcome to the Show!
(00:33) Pat's book: Building a Culture of Compete
(02:01) Training reps like a new puppy
(04:18) Bridging the enablement gap between knowing and doing
(05:46) Pat's most memorable competitive win
(07:23) Shifting from sales enablement to customer retention
(09:25) Pat's first-ever competitive win
(11:25) Getting tagged in for customer retention talks
(13:28) Pat's biggest learnings in customer retention
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by Databricks' AI & Data Solution Architect Mayur Palta to talk about his new book Outcompete: How startups and billion-dollar companies outsmart the competition. Mayur has worked for major tech companies like Adobe, Oracle and AWS in the compete space for more than two decades. He bundled up all his biggest learnings and is sharing them with the world.
All proceeds from the book will go to empowering underprivileged children through quality education via Vibha. You can learn more about Vibha here and pick up a copy of Mayur's book here.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
Key Moments(00:03) Introduction
(00:57) Mayur's three biggest takeaways
(04:33) How AI will impact the competitive landscape
(08:37) How AI will impact competitive intelligence professionals
(13:33) Outcompeting the competition
(17:22) The Outcompete Operation System (O2S)
(22:36) How to instill confidence in your leadership team
To subscribe, visit https://klue.com/newsletter
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by the Director of Competitive Intelligence and Communications at Freshworks Tracy Berry. Tracy and Adam dive into what deal support looks like for Tracy's team at Freshworks, how she tailors her compete content to serve customer success managers, and what it takes to get to know the c-suite and what they want from your compete program.
As much as you'll love listening to this interview, you should really check it out on Klue's YouTube Channel, shot on location in Scottsdale. We post (almost) every episode there, so check it out!
Key Moments(00:05) Adam says hello
(03:14) How Tracy does deal support
(07:45) Why and how you should enable customer success
(12:29) How to communicate with your leadership team
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already us
Jody Geiger is the host of the Winning as Women Podcast on the Compete Network and the Revenue Enablement Coach at Klue. She joined Adam to talk about how revenue enablement professionals can and should be supporting reps amid a tough economy.
Jody also gives us a sneak peek at some of the inspiring conversations in Season 2 of Winning as Women launching July 21st on the Compete Network.
You can catch up on all eight episodes from season one here.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by the host of Blindspots, founder of DoubleCheck Research and Klue VP of Win-Loss Ryan Sorley to look at how artificial intelligence (AI) can be used to build, design and deploy win-loss programs. From research to transcription synthesizing to leveraging AI tools to help your interview outreach, the whiz of win-loss Ryan Sorley has tactical takeaways for it all.
You can dive way deeper into how Ryan sees the future of AI and Win-Loss in his feature presentation at the Winner's Circle event by the Compete Network.
Join the Community and get access to tons of great compete content.
Hear from the CEOs, founders and investors who use win-loss to grow their business and beat the competition on Season 3 of Blindspots hosted by none other than Ryan Sorley.
And don't forget to sign up for Klue's weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
**Key Moments
(**00:00) Intro
(01:08) Ryan’s biggest takeaways for win-loss programs
(03:58) How can AI help build win-loss programs?
(07:30) The most surprising application of AI on win-loss programs
(12:10) Win-loss data that makes Ryan angry!
(13:23) The problem with win-loss surveys
(17:22) The best win-loss intel from win-loss analysis
(19:17) Closing the competitive revenue gap with win-loss
(24:53) Blindspots season 3 HYPE!!
Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam and guest Tirrah Switzer, Senior Director of Product Marketing at Community Brands, take a break from all the CI excitement at SCIP IntelliCon 2023 to sit down for a chat on all things compete.
They dive into why Tirrah's team focuses on enabling revenue-generating functions and how they do it. The importance of engaging senior leaders early on and why she wishes she had done more of it. The competitive intelligence metrics Tirrah and team swear by — and much more.
As much as you'll love listening to this interview, you should really check it out on Klue's YouTube Channel, shot on location in Scottsdale. We post (almost) every Competitive Enablement episode there, so check it out!
Read our recently released report surveying over 300+ revenue leaders "When the Pie Shrinks" on our website.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(00:02) Introduction
(01:52) Meet Tirah Switzer
(02:12) How priorities change in tough markets
(05:23) Teaching sellers how to fish
(09:58) Getting leadership buy-in
(11:57) Competitive intelligence metrics and KPIs
(15:35) Tirrah's biggest mistake in compete
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already use.
Professor John Horn (former McKinsey, author, and professor of economics) joins the show to talk about how companies should be using competitive intelligence insights to better understand the competition.
John and Ben talk about why it's a huge mistake for organizations to ignore their competitors, why war gaming is so much more valuable than role-playing, and the strengths and limitations of AI when it comes to competitive intelligence.
Get a copy of John's recently published book Inside the Competitors' Mindset here.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments(02:22) Why it's a mistake to pretend you have no competitors
(08:08) How competition has evolved over the past two decades
(13:00) How the best companies operationalize competitive intelligence
(17:59) The secret to effective war gaming
(20:36) How AI will impact competitive intelligence and enablement Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Senior Director of Competitive Intelligence at Palo Alto Networks Alysse Nockels joins Adam McQueen at SCIP IntelliCon 2023 in sunny Scottsdale. Adam and Alysse dish on the most memorable win of her career, how her compete team's priorities have changed in the last 12 months, and why Alysse says you should never, ever deprioritize tactical support for more longterm strategic thinking.
As much as you'll love listening to this interview, you should really check it out on Klue's YouTube Channel, shot on location in Scottsdale. We post (almost) every episode there, so check it out!
Timestamps:
(00:02) Introduction
(03:32) The biggest misconception of competitive intelligence pros
(04:30) Changing business priorities amid economic uncertainty
(05:58) Alysse's most memorable million-dollar win
(08:13) Why win-loss helped seal the deal
(10:08) Finding the REAL value in differentiation
(12:54) How to enable a massive sales force
(16:17) Making financials fun (at a Waffle House)
(18:32) Crushing your competitive intelligence newsletter
(19:43) Communicating the value of compete to leadership
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already us
Director of Marketing Strategy at ServiceTitan Jenn Roberts joins Adam McQueen at SCIP IntelliCon 2023 in sunny Scottsdale. Jenn and Adam dive into how she's built that all-important culture of compete at ServiceTitan, why she sends a monthly letter to the executive team (and why they go crazy for it) and how you have to lead the proverbial horse to water when it comes to competitive enablement.
As much as you'll love listening to this interview, you should really check it out on Klue's YouTube Channel, shot on location in Scottsdale. We post (almost) every episode there, so check it out!
Timestamps:
(00:02) Introduction
(03:23) How to set priorities in a complex market
(07:42) How to partner with senior revenue leaders
(12:28) Quantifying win-rates in compete
(15:29) How Jenn does deal support
(18:15) How to bridge the gap between theory and execution
(23:22) Jenn's biggest mistake
(29:45) Leveraging compete to reduce churn
Production Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Adam is joined by former Gong Head of Sales Chris Orlob to talk about competitive selling techniques Chris swears by. Chris dives into why you'll lose deals if you wait too long to deploy competitive selling tactics, how to win your unfair share of deals by rigging the deal cycle in your favour, and why you should be looking for weaknesses in your competitor's main strength.
Learn more about Chris here.
Key Moments:
(00:02) Welcome to the Competitive Enablement Show
(03:51) Does sales experience make you a better product marketer?
(8:24) How to win your unfair share of deals
(14:10) Competing with Chorus head-on
(16:33) Why competitive selling should happen at the beginning of the deal cycle
(22:36) How Chris enabled sellers at Gong
(28:35) Using your head and your hands to win deals
(30:15) Three sales strategy takeaways
(35:10) Rapid fire!
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team
Salesforce VP of Competitive Intelligence Dan Hamilton joins host Adam McQueen in sunny Scottsdale to talk about how the competitive intelligence team at Salesforce gets their hands dirty in deal support and impacts change across the entire organization.
Dan and Adam dive into taking action on messy CRM data, how Salesforce CI keeps focus and makes the biggest impact and the importance of providing deal support as a compete function.
Timestamps:
(00:02) Intro with Ben and Adam
(02:18) Meet Dan Hamilton
(03:14) How to keep focused and make an impact
(06:33) Dan's first win story in compete
(08:38) The five-year strategy versus winning deals today
(13:53) Showing leadership just how bad a situation is
(16:44) The biggest mistake Dan's made in his career
(19:52) Why hands-on deal support is essential for compete teams
(24:49) How Dan's compete team impacts customer retention
Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Product Marketing Manager Brad Lawless sits down with host Adam McQueen to talk about how Movista deploys competitive intelligence and competitive enablement at scale in a highly competitive industry.
This interview was recorded in beautiful Scottsdale, Arizona during SCIP IntelliCon 2023.
Make sure to check out Klue's YouTube channel for the full 4K video of the interview.
Timestamps:
(00:04) Introduction with Adam and Producer Ben
(04:01) Three competitive intelligence takeaways
(05:57) The evolution of Movista's compete program
(08:01) Closing the competitive revenue gap
(10:45) How Movista's market is getting more crowded
(15:20) How compete can influence customer retention
(20:31) Proving ROI to leadership
(26:01) Embedding compete DNA across the organization
Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Senior Competitive Intelligence Manager at Amex GBT Chelsea Pula joins Adam to talk about her team's process for prioritizing competitors, the steps Chelsea takes to connect and align with cross-functional stakeholders, and how they determine which differentiations to use against different competitors.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(00:08) Adam and Ben say hello
(03:18) Chelsea's three biggest learnings
(05:17) Competing in the insanely competitive business travel market
(9:11) Getting up to speed as a new employee
(14:34) How to differentiate against different competitors
(17:38) Shifting to needs-based selling
(22:46) How to engage sellers and increase adoption
(27:07) Gamifying competitive intelligence
(28:19) Deciding which competitors get the most attention
(30:28) Rapid Fire!!
Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.
Special guest host Brandon Bedford welcomes Tara Scott (Acuity Insights) and Eric Holland (CureMint Inc.) for this month's installment of the Competitive Enablement Show LIVE. This trio of competitive intelligence and competitive enablement superheroes dive into their experience on what it takes to tip winnable deals in your company's favour.
Starting with making sure you're spending time in the right deals to begin with (i.e. are they big and winnable enough to justify your time?), Eric and Tara explain the importance of avoiding feature-function face-offs, and how having a full picture of your prospects' pain points sets you up to win competitive deals.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(00:05) Welcome to CE LIVE!
(06:00) Avoiding feature-function battles
(08:45) Using a loss interview to win a client back
(14:39) Learning how to tip winnable deals through enablement
(21:21) How to steal a competitor's client
(33:58) How competitive enablement can help reduce churn
(46:52) How to decide which deals you should directly support
(53:19) Why empathy matters to competitive enablement
Team:
Guest Host: Brandon Bedford
Producer: Ben Ronald
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Product Marketer and Host of the New to Product Marketing Podcast Maggie Bean to hear Maggie's journey from being a brand new product marketer to podcast host entering her third season!
The episode kicks off with three pieces of advice for product marketers that have helped her in her career. Then, Adam and Maggie dive into the importance of having empathy for your end-users, the importance of relationship building (face-to-face) and much more.
Season three of New to Product Marketing is proudly brought to you by the Compete Network.
Check out episode one of New to Product Marketing in the New Releases Section of the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(00:04) Ben's favourite takeaway from today's episode
(04:05) Maggie's three biggest PMM learnings
(07:14) What's the New to Product Marketing Podcast
(13:08) Podcast learnings
(15:15) Why other's opinions of you don't matter
(18:53) Why empathy matters in sales
(25:51) Product-led growth and product marketing
(29:19) Rapid Fire!
Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
The best competitive enablement programs don't have problems with low adoption. But a lot of them did at one point. So we invited two of Klue's most experienced Customer Success Managers to share the best practices they've seen — and preached — first-hand that have led to higher content adoption among their clients.
Sophie and Honami talk about the most important areas of focus when building out your compete program, why it's important to get creative and make compete fun, and which stakeholders you should lean on for support in building compete content.
Learn more about how to run a competitive confidence survey and download our free template here: https://klue.com/blog/the-secret-to-boosting-sales-confidence-against-competitors
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(00:09) Welcome to the show
(05:17) How to start building your competitive enablement program
(08:19) The best ways to get stakeholder buy-in
(11:32) How to write a strong competitive intelligence newsletter
(13:39) How to share competitive intel internally
(19:32) Engaging your top sellers and asking for feedback
(25:31) The best ways to build a compete program from scratch
(28:12) How to measure the success of your compete program
(32:52) What a competitive confidence survey can tell you
(38:26) Rapid Fire
Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
We analyzed thousands of battlecards to uncover the biggest and most common mistakes. And who better than Competitive Enablement Consultants Sylvia Rayner and Hunter Sones to help diagnose the problem and find the cure?
Hunter and Syliva joined Adam for this installment of Competitive Enablement LIVE — our monthly episode where we invite hundreds of members of the compete community to come and ask their questions, join in on the chat, and have a lot of fun.
Register for next month's CE LIVE and watch past editions on our website.
Read the full deep data dive in our Klue: By the Numbers article on LinkedIn.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(00:05) Introduction with Adam and Ben
(02:49) What a Competitive Enablement Consultant Does
(06:23) The biggest red flags when with battlecard audits
(10:29) Inserting proof points into your battlecards
(17:08) Asking for feedback on your battlecards
(24:27) Strategies to encourage feedback on your battlecards
(30:17) Creating a Gong playlist
(35:34) Getting input from all your internal stakeholders
(37:59) Building battlecards for veteran reps
(43:10) Distribution best practices for your battlecards
(49:21) First steps to take when building battlecards from scratch
Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use her
Ashleigh Eisinger talks about the fallout from being laid off from HighSpot and shares her best advice for others caught up in #TechLayoffs. Ashleigh reminisces on what those first few days post-layoff were like, what her job hunt was like and who helped her along the way, and shares some good career news.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use her
Build content in a silo. Blast it out in an email. Wipe your hands clean. Never look at the content again. This is the biggest mistake you can make as a product marketer and compete pro. So how do you avoid it?
In this week's episode, Adam is joined by FloQast's Competitive and Market Intelligence Manager Ashleigh Eisinger for a deep dive into how she increases compete content adoption with her salesforce and end users.
Ashleigh shares the five steps she takes to address low content adoption and the importance of engaging directly with stakeholders and iterating on the content.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(00:10) Intro rambles
(06:17) What "good" compete content looks like
(08:14) Avoiding the most common mistake in compete
(11:18) Ashleigh's five steps for addressing low content adoption
(14:58) How Ashleigh builds relationships with her end users
(18:09) Getting the most out of your relationship with sales reps
(21:38) Competitive intelligence newsletter best practices
(26:56) Making the content in your newsletter the best it can be
(30:52) Rapid Fire
Team:
Host: Adam McQueen
Producer: Ben Ronald
Post Production: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use her
Adam is joined by — actually wait — it's not Adam this time. In this episode, Ben takes a turn in the host chair and talks with Imperva's Pat Wall about what it takes to increase sales adoption of competitive intel and compete content in an organization. For a seasoned vet like Pat, he's picked up more than a few best practices on creating a culture of compete at the organization. That's why we brought him on to share 12-ish of his tips and best practices with our audience.
Check out our free downloadable win-loss analysis template for executive summaries and be the hero of your next win-loss presentation.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(00:06) Intro rambles
(04:00) How Pat's compete presentations stole the show at SKO
(06:42) Building a culture of compete and increasing adoption
(09:26) Moderating a competitive intelligence Slack channel
(13:21) What comes first: the culture of compete or the compete content?
(15:32) Giving sales what they need before they know they need it
(17:40) What makes a good pricing battlecard?
(20:00) Getting compete content to the right people at the right time
(23:59) What to do when good content isn't being used
(27:34) Getting short-term wins while building a longterm culture of compete
(29:38) The importance of executive buy-in to your compete program
(31:01) Rapid Fire!
Team:
Host: Adam McQueen
Producer: Ben Ronald
Video Editor: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Alex Salop, Head of Product Marketing at the Arbinger Institute, to talk about his experience integrating win-loss analysis insights into his competitive enablement programs. From enabling his sales teams with better battlecards to finding efficiencies in the sales process, including establishing a better qualification process, Alex has seen it all in his 15+ years in the tech industry.
Alex has also written a phenomenal article about his win-loss and compete experience that you can view here.
Check out our free downloadable win-loss analysis template for executive summaries and be the hero of your next win-loss presentation.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(00:04) Adam and Ben rambling
(03:36) How win-loss analysis provides data-backed insights(09:17) The value of a compete platform and win-loss analysis
(10:46) Setting the intention to speak more to customers and prospects
(14:29) Why it's your duty to bring recommendations to the table
(18:30) Setting win-loss expectations with execs
(20:27) Improving sales qualification through win-loss analysis
(25:14) What the board wanted from Peter's first win-loss presentation
(29:55) Making sure your win-loss insights land with sales reps
(30:14) Rapid fire!
Team:
Host: Adam McQueen
Producer: Ben Ronald
Video Editor: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Peter Mertens' first win-loss analysis presentation didn't hit the mark. It's not that he didn't bring valuable insights to the table. It's that he brought the wrong insights to the table. He joined Adam to talk about that first miss and what he learned from it, why a quantitative win-loss analysis program was the right choice for his needs, and how a win-loss program can be a boon to your career in compete. Peter is the Director of Market Strategy at Sprout Social.
Check out our free downloadable win-loss analysis template for executive summaries and be the hero of your next win-loss presentation.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(00:04) Adam and Ben rambling
(04:16) What went wrong in Peter's first win-loss analysis presentation (07:33) Peter's biggest learning from his mistake
(09:02) Shifting from a qualitative to a quantitative win-loss program
(11:38) Why it's your duty to bring recommendations to the table
(13:40) Tailoring your win-loss findings to different reams
(16:52) Win-loss learnings and their impact
(19:32) What the board wanted from Peter's first win-loss presentation
(22:42) Deepening your win-loss analysis for stronger insights
(25:09) Why competitive enablement is a career accelerant
(28:19) How win-loss can put your career on the map
(30:05) When to layer qualitative data onto your quantitative program
(34:22) How to enable product teams with win-loss insights
(36:14) Rapid fire!
Team:
Host: Adam McQueen
Producer: Ben Ronald
Video Editor: Grayson Ottenbreit
Audio Editor: Michael Panes
Music Credits
Intro Music: The Podcast Intro by Music Unlimted
Rapid-Fire Music: Los Angeles by Muzaproduction
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
It's the first CE LIVE of the year and it was a beauty! Adam was joined by DoubleCheck Research Director Robyn Welfare and Klue's Competitive Enablement Manager Brandon Bedford to talk best practices for sharing win-loss analysis insights with your executive team. Thanks to everyone who joined the session, participated in the chat, and came on camera to ask their questions!
Check out our free downloadable win-loss analysis template for executive summaries and be the hero of your next win-loss presentation.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Key Moments:
(00:08) Intro
(02:53) CE LIVE welcome | Meet Robyn and Brandon(10:24) Goal setting for your win-loss program
(13:37) Engaging with stakeholders and how to do it
(15:50) Setting the right learning objectives when you're engaging with execs
(17:15) Making win-loss analysis a priority and not side of desk work
(20:42) Different steps in the 'data journey'
(23:53) The pros and cons of using CRM data for win-loss analysis
(34:47) Other data points that strengthen your win-loss program
(39:13) Delivering insights to different parts of the business effectively
(44:45) Preparing your executives before a win-loss insights presentation
(51:42) Giving incentives to interviewees for win-loss interviews
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Win-loss month is here and we've got one of the best to get it going. Tirrah Switzer is the Sr. Director of Product Marketing at Community Brands, newly transplanted West Coaster, dog lover, and compete expert. She joined Adam to answer listener-submitted win-loss questions.
Tirrah is famous within Klue's four walls for having built her compete and win-loss programs at the same time. As you'll see in this episode and throughout the rest of the month, compete and win-loss are two peas in a pod.
Make sure to check out Fluvio's newly released podcast, hosted by Devon himself, Embracing Erosion on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Michael Panes
Key Moments:
(00:08) Celebrating win-loss month!
(03:56) Meet Tirrah Switzer(06:13) How to get sales buy-in to your win-loss program
(08:52) Tirrah's most valuable win-loss insights
(09:53) Supporting product and marketing teams with win-loss insights
(12:10) Recommended cadence for win-loss readouts
(13:30) How Tirrah enables product teams with win-loss insights
(15:46) Tirrah's experience with running an internal win-loss program
(25:24) Building a compete and win-loss program at the same time
(28:22) Rapid fire!
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already u
We are back for Season 3 of the Competitive Enablement Show! In the season premiere, founder and managing partner at Fluvio Devon O'Rourke joined Adam to talk about what it takes to create a winning go-to-market motion. Devon shares why it's a mistake to put the cart (your product) before the horse (your GTM motion), why the best leaders understand that decisions are always a two-way door, and why your leadership team needs to understand the market landscape — especially your position relative to the competition.
Key Moments:
(00:00) Adam and Ben riff on Devon's interview
(04:42) The genesis of Fluvio's podcast Embracing Erosion(09:25) Common traits of a successful GTM motion
(12:58) An example of GTM motion success
(14:34) What causes problems with respect to GTM
(17:21) The importance of understanding your competitive landscape
(21:45) What the C-Suite needs to know in GTM motions
(26:03) How to run an effective GTM workshop
(29:22) Rapid fire!
Make sure to check out Fluvio's newly released podcast, hosted by Devon himself, Embracing Erosion on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
DailyPay's Allegra Ingerson spills all the tea on what it takes to enable sales reps past onboarding in the sixth and final installment of our Compete Week Replay. In this session, Allegra dives into what she does on a daily basis to enable her more seasoned reps with competitive intel.
Watch the full presentation on YouTube.
Watch the live Q&A on YouTube.
Pod Listener Survey: https://forms.gle/zJPZ8dsc6uVAPt4p7
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Jenny Sung is the Senior Product Marketing Manager at Algolia; she also writes a best-in-class competitive intel newsletter. In this episode of the Compete Week Replay, Jenny takes us through her best practices for how to write, share and maintain a must-read competitive intel newsletter.
Watch the full presentation on YouTube.
Watch the live Q&A on YouTube.
Pod Listener Survey: https://forms.gle/zJPZ8dsc6uVAPt4p7
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.Â
Who's going to be in your boat helping you row towards competitive success? In episode four of your Compete Week Replay series, Imperva's Pat Wall breaks down his best practices for presenting a competitive strategy to your leadership team.
Watch the full presentation on YouTube.
Listener Survey: https://forms.gle/zJPZ8dsc6uVAPt4p7
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use. toÂ
LeadIQ's Product Marketing Manager Mitch Comstock takes us through the three primary stakeholder groups you need to influence in order to build and keep momentum in your compete program.
Watch the full presentation on YouTube.
Watch the live Q&A on Youtube
Pod Listener Survey: https://forms.gle/zJPZ8dsc6uVAPt4p7
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.Â
Workato's Matt Coblentz is the star of episode two of our Compete Week Replay. In this session, Matt takes us through three automation hacks he's developed to help him scale manual tasks — and make his life a whole lot easier.
Watch the full presentation on YouTube.
Listener Survey: https://forms.gle/zJPZ8dsc6uVAPt4p7
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(00:08) Intro with Adam and Ben
(02:26) Cutting down on ad hoc requests from sales
(07:04) Automated closed deal follow-up
(09:52) Building a culture of compete with a pilot group
(12:30) Bonus tip!
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
For the soft launch of season three of the Competitive Enablement Show, we're taking a look back at some of our favourite sessions from Compete Week 2022. To kick us off, Benevity's Growth and Market Intelligence Manager Tara Scott takes us through her best practices for briefing execs with competitive intel. For Tara, it all comes down to three main components: getting an executive sponsor, building market maps (and keeping them up to date), and cultivating relationships with cross-functional partners.
Watch Tara's Compete Week presentation on YouTube.
Listener Survey: https://forms.gle/zJPZ8dsc6uVAPt4p7
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(00:08) Intro with Adam and Ben
(03:53) The Tl;DR of briefing execs with competitive intel
(05:04) Finding an executive sponsor
(06:18) Building a market map
(10:31) Tara's template for executive presentations
(15:27) The importance of building cross-functional partnerships
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam rings in the New Year with a look back at the very best of Season 2 of the Competitive Enablement Show with clips from some of our favourite interviews of the year as we start to look ahead at Season 3. But we need your help! Please take five minutes and share your feedback through this survey so we can make Season 3 our best one yet.
Listener Survey: https://forms.gle/zJPZ8dsc6uVAPt4p7
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(00:00) The Best of Season 2 Interviews
(01:33) Chris Agnoli, Juniper Networks
(03:03) Jennifer Roberts, ServiceTitan
(04:52) Anthony Fritsch, CoachHub
(06:24) Kris Hartvigsen & Jason Smith
(08:10) The Best of CE LIVE
(08:54) Brandon Bedford, Paul Senatori, Tirrah Switzer
(11:06) Dave Washer, Klue
(12:45) Mitch Comstock & Qayam Noorani
(15:07) The Best of SCIP IntelliCon
(15:37) Ashleigh Eisinger, Highspot
(16:57) Ryan Sorley, DoubleCheck
(18:19) Lisa Goldberg, Ellucian
(19:21) Dan Hamilton, Salesforce
(20:51) The Best of VERSUS
(21:21) Tesla VERSUS Volkswagen
(23:14) Apple VERSUS BlackBerry
(24:55) HBO VERSUS Netflix
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Klue Content Producer Ben Ronald to talk about our recently released Competitive Battlecards Video Series. Ben was the project manager for the video series and spent hours talking to experts about what it takes to build a great battlecard. In this episode, Ben walks us through his five biggest learnings, including why less is more, how structure is everything, and why you need to be telling a story and not just making a point.
Click here to check out the entire seven-part video series for FREE.
Watch the video version of this and past episodes on Klue's Youtube Channel
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments
(02:20) Why build a battlecards course in the first place?
(05:10) Learning number one: Tell a story, don't make a point
(07:03) Learning number two: More is not better
(09:37) Learning number three: Internal intel the best intel
(13:03) Learning number four: Keep your battlecards up to date
(16:11) Learning number five: Structure is everything
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Brian Murray, Partner and COO at Craft Ventures, to answer five burning questions about what it takes to compete in an uncertain economy. As a founding partner at Craft Ventures, a VC firm that has raised over $2 billion and counts more than 200 companies in their portfolio, Brian has a deep understanding of what it takes to compete and win in both good and bad times. He shares why one of the defining features of successful companies and good board meetings is having the pulse of the competitive landscape and where they sit within it. Brian and Adam also dive into why competitive intelligence helps you respond to erratic behaviour from your competitors, how infrequently competitors come up at board meetings, the irony of tech-skeptical technologists, and why compete pros need to work to get their intel to the c-suite.
Watch the video version of this and past episodes on Klue's Youtube Channel
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments
(00:00) Introduction
(03:09) What it takes to compete in an economic downturn
(05:36) Responding to competitor behaviour with competitive intel
(07:12) Mitigating against erratic competitor behaviour
(10:05) Creating organizational alignment through your competitive landscape
(11:56) Brian’s keys to an effective board meeting
(14:05) Why being paranoid is a good thing for executives
(17:10) What sellers need to do to differentiate in crowded markets
(21:04) The risks of not being on top of your competitive landscape
(24:18) Brian’s advice for all compete professionals
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
It's hard enough getting your compete program off the ground, let alone building and keeping the momentum going in the face of economic slowdowns, layoffs, and reorgs. LeadIQ's Senior Product Marketing Manager Mitch Comstock knows first-hand the challenges of both building and maintaining a compete program. He joined Adam to talk about the three most important stakeholders you need to connect with to give your compete program the best chances of succeeding.
Watch the video version of this and past episodes on Klue's Youtube Channel
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(04:50) - Three key stakeholder groups compete needs to partner with
(07:07) - Starting compete from scratch
(10:07) - Keeping top of mind with sales leadership
(15:08) - Working with the sales enablement team as a key stakeholder
(19:06) - How to get your foot in the door with sales enablement
(21:42) - Mitch's approach to partnering with sales reps
(23:33) - Conducting a sales confidence survey
(28:53) - Rapid fire lightning round
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by two compete pros at the top of their game — at opposite ends of the competitive enablement partnership. ClickUp's Head of Competitive Intelligence Andy McCotter-Bicknell and Klue Strategic Account Executive Qayam "Q" Noorani talk to Adam about what it takes to enable veteran sellers with competitive intel.
A lot of compete pros spend their time onboarding and ramping new reps. But amid economic uncertainty, your company is likely not hiring as many reps. Most importantly, those bigger, more competitive deals are more important than ever to close. Listen to Andy and Q break it all down in this episode.
Watch the video version of this and past episodes on Klue's Youtube Channel
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Key Moments:
(04:39) - Splitting time between enabling new and veteran reps
(08:00) - How the needs of veteran sellers change over time
(09:11) - Moving from high-level collateral to granular collateral
(15:47) - Collateral Andy uses to enable veteran sellers at the BoFu
(20:57) - Using your competitive intelligence newsletter to enable veteran sellers
(25:30) - Building a partnership with sales through 1:1 support
(30:45) - Getting involved in individualized deal support
(38:47) - What Andy would do with 10x the budget
(39:55) - Collateral without context
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Paul Senatori (Lyft, Salesforce, Hubspot) and Tirrah Switzer (Community Brands, Accusoft) join special guest host Brandon Bedford for another edition of Competitive Enablement LIVE! These three compete pros dive into what it takes to bring win-loss insights into your compete program. From how many interviews you should conduct (and how often), the pros and cons of working with a third-party vendor, how to carve out budget for a win-loss program, and much more, Paul, Tirrah and Brandon touch on a ton of important points and field questions from the audience.
You can catch all past episodes of CE LIVE and plenty of other great video content on Klue's Youtube Channel.
Timestamps:
(01:50) Guest intros
(03:41) Moving from ad hoc win-loss to a proper program
(08:12) Where should win-loss sit in the organization?
(10:39) Getting sales leadership buy-in for your win-loss program
(12:19) Validating or verifying sellers' stated reasons for win-loss
(14:39) Engaging sales reps in win-loss
(16:16) How to weave win-loss data into battlecards
(20:39) How to source win-loss interviews
(22:57) Engaging the executive team in win-loss
(29:49) Motivating sellers to enter win-loss data in Salesforce
(37:53) When do you engage customers in win-loss interviews?
(40:48) How many interviews should you conduct and how often?
(43:10) Internal win-loss programs versus external
(54:28) Moving from internal win-loss to external and how to get budget
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Win-loss analysis. So hot right now. It's an indispensable primary source of competitive intelligence. But intel without insights is meaningless. So how do you glean and distribute insights across your entire company? Forrester's Derek O'Grady, DoubleCheck CEO Ryan Sorley, and Seismic's Valerie Bonaldo join Klue's Brandon Bedford to break it all down. This episode features the full session recorded at the first-ever Winner's Circle event, including the previously unreleased audience Q&A.
Watch the entire session and five others from the Winner's Circle on the Compete Network Community Hub.
Timestamps:
(02:23) Introduction
(05:34) Valerie's advice for win-loss success
(07:42) Conducting win-loss interviews through the VoC
(09:21) Win-loss metrics and how to use them
(14:18) How to choose your interview questions
(17:22) Building and keeping your win-loss program momentum
(21:21) The best way to distribute your findings
(25:58) Expert advice for starting your win-loss program
(29:59) Q&A - What's the best place to store reports, and distribute them?
(33:02) Q&A - Tailoring the findings to particular stakeholders
(33:44) Q&A - How do you approach Salesforce and win-loss analysis?
(38:20) Q&A - How do you gather win-loss insights mid-deal?
(43:11) Q&A - How do you increase response rates?
Check out more great compete content like this on the Compete Network.
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Dooly CEO Kris Hartvigsen and Klue CEO Jason Smith join Adam for a deep conversation into what it takes to compete and win in recessionary times. Kris and Jason break down why tying your product's value to ROI, deepening your seller's understanding of prospects and competitors, and clearly differentiating is more important than ever.
Watch the video version of this and past episodes on Klue's Youtube Channel
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(02:51) How recessions impact pipeline and revenue
(05:28) Changes to messaging and tactics in a recession
(08:32) Selling to multiple stakeholders
(11:09) The slim margin between winning and losing
(16:40) Deals that just barely slipped through the cracks
(19:16) Closing the competitive revenue gap
(21:12) What separates a good seller from a great one
(25:38) Clearly explaining your company's value
(27:19) Defending against customer churn
(29:06) Competing in this recession and recessions past
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Salesforce VP of Competitive Intelligence Dan Hamilton and Klue's Sr. Director of Product Marketing Jason Oakley sat down for a fireside chat at last month's Winner's Circle event, powered by the Compete Network. They talked about the importance of building a true partnership with sales, how to be agile and flexible when it comes to differentiation, and how being closer to reality on the ground and in the field with customers gives you the evidence you need to bring your findings and competitive recommendations to the boardroom and to your execs.
Catch the full session and five others from the Winner's Circle on the Compete Network Community Hub.
Timestamps:
(01:49) Jason and Dan introduction
(04:26) The evolution of Dan's competitive intelligence career at Salesforce
(07:11) Why all successful compete programs start by enabling sales
(07:35) Authors' favourite chapters
(11:23) What it means to really partner with sales
(17:00) How to nail strategic competitive intelligence
(20:51) How to nail tactical competitive intelligence
(26:28) Q&A with the audience
Check out more great compete content like this on the Compete Network.
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already using
Too much competitive intelligence theory, and not enough practical advice. Adam is joined by Thomson Reuters' Zena Applebaum, Sedulo Group's Phil Britton, and Palo Alto's Alysse Nockels to share their experiences writing their upcoming book: The Practical Guide to Competitive Intelligence.
Pre-order your copy of A Practical Guide to Competitive Intelligence here.
Timestamps:
(02:10) Authors' inspiration for writing the book
(04:12) Who the book was written for
(05:40) Why tactical competitive intelligence shouldn't get overlooked
(07:35) Authors' favourite chapters
(10:13) The best CI stories included in the book
(15:03) Best practices for reporting and distributing CI findings
(19:08) A previously held belief about CI that's no longer true
(19:55) Where the authors would spend their budget if it increased ten-fold overnight
(20:32) One thing the authors wish CI pros would stop doing
Watch the video version of this and past episodes on Klue's Youtube Channel
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer/Audio Editing: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you alr
Adam is joined by Salesforce's VP of Competitive Intelligence, Dan Hamilton, and Highspot's Compete Lead, Justin Topliff, for the seventh and final episode of the Klue at IntelliCon Masters Series. Two of the biggest names in compete share what competitive professionals need to STOP doing and how to measure your own compete program's success.
Listen to past episodes of the Masters Series and check out more compete content on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already usedÂ
Adam is joined by Culture Amp's Senior Manager of Competitive Intelligence Zaven Gabriel and Veeam Softwares Sr. Director of Competitive Intelligence Pierre Hiller for the sixth episode in the Klue at IntelliCon Masters Series. Listen as Zaven Gabriel (1:39) shares his best advice for competing pros working at small and large companies. Then, Pierre (7:42) talks about the evolution of compete that he's witnessed in his ten-plus years in the space.
Listen to past episodes of the Masters Series and check out more compete content on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Molly Gallaher Boddy, the former Senior Competitive Intelligence Manager at Datto, who shares her best practices for supporting product teams and product launches with competitive intelligence. Listen and learn how Molly's main priority is to be a trusted consultant serving her stakeholders' goals and KPIs.
Watch the video version of this and past episodes on Klue's Youtube Channel
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(04:16) How compete teams work with product teams at Datto
(05:38) What kind of competitive intel does product care about
(08:11) What good competitive intelligence looks like for product teams
(14:26) How Molly builds her competitive intel newsletter
(16:22) The magic of scalability
(15:56) Enabling product teams with intel
(17:45) Sharing intel beyond the newsletter
(22:17) Internal alignment and breaking down silos
(24:14) Building battlecards for product teams
(27:58) Validating product-specific intel
(32:33) The recipe for successful launches at larger companies
(35:45) How CI informs packaging during launches
(40:10) Establishing different CI goals throughout and past launch
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you alr
Adam is joined by Freshworks' Director of Competitive Intelligence & Communication Tracy Berry for the 50th (!!) episode of the Competitive Enablement Show. In this very special episode, Tracy walks Adam through her tried and tested 30-60-90 day roadmap for launching a compete program.
Watch the video version of this and past episodes on Klue's Youtube Channel
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(03:10) Introducing Tracy Berry
(05:39) Establishing a 90-day plan
(06:10) How the plan has evolved over time
(07:50) The first 30 days: conducting research
(11:14) Examples of quick wins
(15:56) Enabling product teams with intel
(21:50) Tips to clean up CRM data
(24:00) Conducting 30 interviews with stakeholders
(28:53) Leveraging win-loss data
(32:13) Examples of tactical and strategic support
(34:53) Using Klue to enable the exec team
(38:10) Building a budget
(39:19) Branding your compete program
(41:17) Deliverables to prioritize
(44:14) Using a 90-day plan beyond compete programs
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already
Adam is joined by Klue's Competitive Solutions Specialist Hunter Sones for a deep dive into the Know. Say. Show. framework of building battlecards. Hunter explains why having a framework is important, what he sees as some of the biggest gaps in most battlecard content, and why content reliability is so important.
Read more about the Know. Say. Show. framework on our blog
https://klue.com/blog/battlecard-best-practices
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
03:51: Know. Say. Show Framework
06:20: What’s missing from most battlecards
07:20: Backing up your claims with evidence
08:40: Speeding up battlecard adoption
10:08: How much context is too much?
10:53: Turning intel into insight
13:11: Hunter’s biggest tip
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already
Adam is joined by Datto's Director of Competitive Intelligence Dustin Ray and former Executive Director at SCIP Cam Mackey for this fifth episode in the Klue at IntelliCon Masters Series. Listen to Dustin talk about what he sees as the best organizational fit for a compete team, how he measures his team's success, and what kind of session he would lead at next year's IntelliCon if asked (01:12). Then Adam and Cam talk about the changes Cam has seen in competitive intelligence over the past decade, what he would like to see more of, and where he sees the industry going (12:42).
Listen to past episodes of the Masters Series and check out more compete content on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already used
Adam is joined by CoachHub's Global Head of Sales Enablement Anthony Fritsch to talk about his time at Google, what's he's doing to enable sales in his current role, and how he breaks down silos across the org.
Watch the video version of this and past episodes on Klue's Youtube Channel
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(03:00) - Google's approach to sales enablement
(06:41) - Enablement is about breaking down silos
(09:35) - Building the compete brand at CoachHub
(12:33) - The importance of onboarding in enablement
(16:01) - Why compete lives in the enablement department at CoachHub
(21:14) - Enabling customer success with intel
(25:31) - How to enable different teams with different intel
(29:30) - Getting leadership buy-in for your compete program
(32:30) - How Anthony measures his team's success
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already
Adam is joined by Klue's Director of Data Insights (and resident Battlecard guru) David Washer for this month's edition of the Competitive Enablement Show LIVE. David and Adam walk through five critical rules for building better battlecards. Watch the full session on Youtube.
And check out the brand new Compete Network to find the industry's best competitive content all in one place.
Timestamps:
(00:00) Welcome to Competitive Enablement LIVE
(03:38) The most common battlecard mistake
(05:42) Two layers of research before building battlecards
(08:30) Where you should prioritize your time
(10:32) Asking sellers who their number one competitor is
(11:51) Framework for building battlecard
(17:31) Moving beyond feature comparisons
(22:29) Telling a story, not making a point
(27:09) The value selling framework
(34:57) Breadcrumbing intel in battlecards
(39:56) Third-party verification of battlecards
(42:45) How to spot competitors in a deal
(47:49) How to nail your battlecards
(55:46) Wrap-up and conclusion
Host: Adam McQueen
Producer: Ben RonaldÂ
Adam is joined by a trio of compete all-stars in this fourth instalment in our Klue at IntelliCon Masters Series. Evalueserve's Erin Pearson shares her take on the most dramatic evolutions in compete programs in recent years (01:10). Highspot's Ashley Eisinger talks about the advice she would give to her younger self starting to build a compete program (09:58). And Imperva's Pat Wall reveals the one thing he wishes compete pros stopped doing (21:28).
Listen to past episodes of the Masters Series and check out more compete content on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already used
Adam is joined by Dustin Ray, Director of Competitive Intelligence at Datto to talk about how he enables his product teams in the highly competitive cybersecurity space. The duo dive into how Dustin partners with his product team, the kinds of insights product teams actually need, and why sales engineers are the perfect halfway point between sales and product.
Watch the video version of this and past episodes on Klue's Youtube Channel
Check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(04:21) - The difference between tactical, strategic and operational CI
(06:21) - The challenge of partnering with product and how to overcome it
(10:47) - Enabling sales and product at different touchpoints
(12:56) - How Dustin builds alignment between CI and product
(16:16) - Why leveraging your sales engineers is essential
(20:29) - The kinds of intel product needs
(22:46) - The overlap between sales- and product-focused deliverables
(27:18) - How often Dustin shares intel with his product team
(36:03) - Delivering the insights people need
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already
In our first-ever mailbag episode, Adam is joined by Competitive Intelligence consultant Tim Rhodes and Klue's Competitive Enablement Manager Brandon Bedford to answer questions submitted by listeners.
Make sure to check out more great compete content like this on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Timestamps:
(03:53) - Competing in recessionary times
(09:31) - Competing against legacy competitors
(14:10) - Competing against the status quo
(15:34) - Enabling internal intel sharing
(24:25) - Sharing intel without scaring your team
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
In the third part of this seven-part series, Adam talks to Commvault's Head of Competitive Intelligence Matt Tyrer (01:00) and Milestone Systems' Alex Knapik (16:45) about their takes on the state of competitive intelligence in 2022, why it's important to roll up the sleeves and get into direct deal support, and how to build trust in CI across the org.
Listen to past episodes of the Masters Series and check out more compete content on the Compete Network.
And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Jennifer Roberts, Senior Manager, G2M Strategy at ServiceTitan to share how she's earned and kept a strategic seat at the table for her competitive enablement programs throughout her career.
Check out the brand new Compete Network to find the industry's best competitive content all in one place.
Timestamps:
(02:53) - Getting executive visibility into your compete program
(06:24) - Taking care of your primary stakeholder before broadening your efforts
(11:18) - Measuring success in a competitive enablement role.
(13:49) - The pros and cons of using adoption metrics
(17:33) -Â Starting with a small pilot group to measure your compete efforts
(21:46) - The next steps after laying the foundation of your compete program
(26:24) - Why Jennifer swears by win-loss programs
(35:37) - Presenting recommendations to execs
(39:01) - Jennifer's advice to her younger-self
Host: Adam McQueen
Producer: Ben RonaldÂ
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
On this Klue Original podcast, Slack's Senior Product Marketing Manager Clara Smyth interviews the best competitive professionals in the business to discover how they got from where they started to where they are today.Â
Subscribe and follow Back Office to Boardroom on Spotify, Apple Podcasts or wherever you get your podcasts. And check out more great podcasts like this on the Compete Network.
Host: Clara Smyth
Guest: Alysse Nockels, Sr. Director, Head of Competitive Intelligence at Elastic
About the Compete Network
The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement community.
Learn from the best in the industry, connect with other competitive professionals, and share your own experiences with the community. It all happens on the Compete Network.
Adam is joined by Senior Market Intelligence Manager at Postscript Mindy Regnell for this month's edition of the Competitive Enablement Show LIVE. In this episode, Mindy shares her best practices on how she tiers and prioritizes competitors in a competitive market.
Check out the brand new Compete Network to find the industry's best competitive content all in one place.
Host: Adam McQueen
Producer: Ben Ronald
Timestamps:
(0:00) - Introducing the Compete Network
(7:43) - First step in prioritizing competitors
(14:29) - Getting internal alignment on prioritization
(18:10) - How often you should prioritize competitors
(23:02) - Cleaning up your CRM data
(29:22) - Saying 'no' diplomatically
(35:18) - Organizing competitors into buckets
(38:26) - Mindy's theory on battlecards
(41:11) - Allocating compete resources to the right competitors
(48:35) - Setting tiger teams up for success
(54:43) - Dealing with lower-tier competitors
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Brock Everett, Competitive Intelligence Ambassador at Shopify, to talk about building competitive content sales reps love based on his experience moving from a sales role to competitive intelligence.
Check out the brand new Compete Network to find the industry's best competitive content all in one place.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Timestamps:
(02:44) - Why Brock made the move to CI from Sales
(05:09) - Why sales professionals make good CI professionals
(08:03) - Brock's biggest surprise after moving into CI
(11:01) - What's wrong with competitive content today
(16:05) - Handling objections in sales
(20:06) - Tackling battlecards
(25:29) - The power of a boomerang story
(29:39) - How Brock's perception of CI has changed since starting in his role
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
In the second part of this seven-part series, Adam talks to DoubleCheck Research CEO Ryan Sorley (01:51) and Klue's Senior Director of Product Marketing Jason Oakley (15:07) at SCIP IntelliCon 2022 in Minneapolis about their biggest career learnings and the most valuable advice they have to share with the competitive enablement and competitive intelligence community.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Mayur Palta, Competitive Intelligence Leader for Data Management and Win/Loss Program Leader at Databricks, to talk about what's made Mayur successful as a Compete and Sales Engineering pro at massive companies like Oracle, Dell and AWS. They also dive into how Mayur recommends building a competitive intelligence flywheel to strengthen the culture of compete within an organization, and his top three tips for building out a win-loss program.
Read Mayur's full LinkedIn article on building a competitive intelligence flywheel here.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Timestamps:
(03:47) - Mayur's three lessons for compete professionals
(07:40) - Lesson's from Mayur's time at Oracle
(11:02) - Competitive intelligence as a social network
(13:04) - Building a culture of compete
(18:41) - Mayur's lessons from his time at AWS
(22:38) - How Mayur developed his love of writing
(27:30) - Mayur's three tips for starting a win-loss program
(37:26) - The Competitive flywheel of success
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
In the first part of this seven-part series, Adam talks to Ellucian's Lisa Golberg (02:44) and Coca-Cola's Nadeem Khan (14:52) at SCIP IntelliCon 2022 in Minneapolis about their biggest career learnings and the most valuable advice they have to share with the competitive enablement and competitive intelligence community.Â
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Audio Editing: Josh Kilner
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Movista's Sr. Director of Product Marketing Brad Lawless to talk about how the Competitive Enablement Maturity Model has helped him build his compete program up from the ground. In just 5 short months, Brad has implemented reporting, expanded the scope of his role, and hired a new employee along the way.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
Timestamps
(02:36) Why Brad loves the Competitive Enablement Maturity Model
(07:21) Progress made from Day 1 to now
(11:09) The road to adding headcount
(15:52) Starting from the basics
(21:39) Measuring Competitive Enablement success
(26:42) Measuring sales engagement
(29:03) Starting with sales
(32:17) Enabling other teams with Competitive Enablement
(39:16) Onboarding made easier with the Maturity Model?
(43:46) Why compete programs need to use a Maturity Model
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam and Ben revisit a 2021 article in which Adam looked at the battle between Beyond Meat and Impossible Foods. But we got it wrong. Actually, Beyond and Impossible aren't competing against each other — they're taking on the entire meat industry. In this episode, we dive back into the battle and look at both companies' go-to-market strategies.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben RonaldÂ
Timestamps
(2:41) What we got wrong the first time around
(6:48) Beyond and Impossible GTM strategies
(12:32) Getting onto restaurant menus
(17:36) The limitations of education your consumers
(23:56) Focusing on the core message
(28:04) BoFU Messaging
(32:34) What it would take for Adam to eat less meat
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Slack's Sr. Product Marketing Manager Clara Smyth and Klue's Competitive Enablement Manager Brandon Bedford for this month's edition of Competitive Enablement LIVE. The trio dive into the reporting and best practices that build the foundation for a successful compete program. Best of all, we hear from friends of the Competitive Enablement like Airtable's Alex McDonnell and Pierre Hiller from Veeam Software as they jump on the mic to share their comments and questions.
Timestamps
(08:31) Clara's reaction to PMA's State of CE report
(11:13) Why CE reporting saved Clara's career
(12:57) Where you should focus your reporting efforts
(17:24) Why stakeholder engagement is key to success
(22:49)The rapid response approach
(25:17) Dealing with ad hoc requests
(29:29) Sharing your prioritization efforts with the org
(32:50) Doing things that don't scale
(36:40) Why a sales first approach is key to success
(37:38)Mastering tactical deal support
(38:57 )Proving impact to sales reps
(53:47) Tiering your competitors
Watch past episodes of Competitive Enablement LIVE here
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://klue.com/newsletter
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by six Competitive Enablement experts on Day 2 of SCIP IntelliCon 2022 for Part II of our two-part series. The experts talk about common mistakes CI professionals need to stop making, their favourite speaker session, how the profession has evolved and more.
Timestamps:
(0:45) - Cam Mackey, Executive Director at SCIP
(4:22) - Dustin Ray, Head of Intelligence at Datto
(6:35) - Pierre Hiller, Sr. Director of Competitive Intelligence at Veeam Software
(9:34) - Justin Topliff, Head of Competitive Intelligence at Highspot
(13:16) - Zaven Gabriel, Sr. Manager of Competitive Intelligence at Culture Amp
(15:32) - Dan Hamiton, VP of Competitive Intelligence at Salesforce
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
We're doing it LIVE(ish) from IntelliCon 2022 in Minneapolis, Minnesota. Adam is joined by some of the absolute best pros in Competitive Enablement and Competitive Intelligence, including Ellucian's Lisa Goldberg, Highspot's Ashleigh Eisinger, Klue's Jason Oakley, DoubleCheck Research's Ryan Sorley, Coca Cola's Nadeem Khan, Commvault's Matt Tyrer, Imperva's Pat Wall, Milestone Systems' Alex Knapik and Evalueserve's Erin Pearson.
Adam picks all of their brains on topics like how the profession has evolved in the last ten years, what advice they would give their younger selves, and some of their biggest takeaways from SCIP IntelliCon so far.
Timestamps
(00:45) Lisa Goldberg, Ellucian
(02:54) Ashleigh Eisinger, Highspot
(05:23) Jason Oakley, Klue
(07:39) Ryan Sorley, DoubleCheck Research
(11:35) Nadeem Khan, CocaCola
(13:48) Lisa Goldberg Redux, Ellucian
(14:43) Matt Tyrer, Commvault
(16:38) Pat Wall, Imperva
(18:04) Alex Knapic, Milestone Systems
(19:04) Erin Pearson, Evalueserve
(20:30) Day 1 Wrapup with Klue's Adam McQueen and Jason Oakley
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by ClickUp's Head of Competitive Intelligence Andrew McCotter-Bicknell to talk about Andrew's first 90 days in his role at ClickUp and shares his biggest learnings. Adam and Andrew dive into why consistently publishing content early on in your tenure is a smart move, why not getting enough feedback before creating sales collateral is a bad move, and why the fast-food chicken sandwich wars is one of Andrew's favourite examples of competitive messaging.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://go.klue.com/newsletter-subscribe
Timestamps
(02:53) Atlassian's swipe at ClickUp
(08:17) Calling out your competitors
(11:23) Landing the job at ClickUp
(16:57) Andrew's first project
(22:15) The importance of non-product differentiators
(27:22) Identifying non-product differentiators
(33:48) Getting organizational buy-in
(38:33) Early wins and traction in the first 90 days
(51:51) Reporting on Competitive Success
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by best-selling author David Priemer and Enterprise Sales Leader at Klue Alex Cook for this month's edition of Competitive Enablement Live. David dives into his 5 Tips for Selling Against Your Competition in competitive deals, with real-life examples from Alex shared throughout the conversation.
Subscribe to our weekly Coffee & Compete newsletter to find out how you can participate in next month's Competitive Enablement Show LIVE.
(00:00) Welcome to Competitive Enablement Live
(07:46) Inspiration and Empathy in Selling
(13:46) Handling Objections and Rejections
(18:21) Asking Questions to Reveal Competitive Intelligence
(24:08) Bashing Your Competitors
(30:39) Inoculation Theory in Selling
(37:37) Ramping New Sellers for Competitive Deals
(42:47) Using Discovery as a Competitive Resource
(48:38) Incorporating Belief Statements in Competitive Deals
(53:37) Defining Positioning and Messaging.
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Klue's Content Writer, and Producer of this podcast, Ben Ronald to dive into this month's edition of VERSUS in HBO VERSUS Netflix. Ben lays down his argument for why HBO's brand identity of producing consistently outstanding content, combined with HBO Max's growing library of content, will propel HBO's streaming service into top spot ahead of Netflix within the decade. Make sure to sign up for or our weekly Coffee & Compete Newsletter to be the first to read the written version of HBO VERSUS Netflix.
To subscribe, visit https://go.klue.com/newsletter-subscribe
Timstamps:
(02:45) Netflix and HBO come into direct competition...twice
(08:19) Netflix starts producing original content
(14:03) Measuring success as a content producer
(19:02) HBO's and Netflix's brand in one sentence each
(22:18) HBO's competitive moat
(25:06) Ben's favourite Love is Blind character
(27:33) VCs and content producers
(30:32) When art and business collide
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Red Hat's dynamic competitive enablement duo Ben Scheerer and Pete Codevilla to talk about how they enable a sales team of more than 5000 sellers across the globe at the enterprise level. They dive into the importance of providing the right competitive content at the right time to the right people, how measuring usage and adoption metrics lets them build better content, and how to build the best battlecard setup.
Timestamps:
(02:06) - Enabling a salesforce of thousands
(11:41) - Establishing different differentiators for different personas
(13:36) - Enabling new sellers with essential content
(19:09) - Using analytics to fills gaps in competitive content
(27:42) - Key stakeholders to tap when creating content
(33:20) - Must have content for sales battlecards
(41:26) - The Holy Grail KPI for compete leads
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://go.klue.com/newsletter-subscribe
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Benevity's manager of growth and market intelligence Tara Scott to discuss the opportunities and challenges of competing as a market leader. Tara talks about their journey from earning dual English Lit degrees to becoming a product marketer and landing in their current role in charge of competitive at Benevity — the market leader in Corporate Purpose Software.
Timestamps:
(01:36) - Tara's career journey from English Lit. to Competitive Enablement
(08:46) - Tara's advice to Competitive Experts everywhere
(13:15) - Why enabling sales first is a winning strategy
(16:35) - Building, scaling and managing expectations for your competitive program
(18:55) - The value of networking for your competitive program
(21:19) - How Benevity competes as a market leader
(24:32) - Cutting down on competitive chaos and anxiety within the organization
(27:33) - The importance of having a competitive enablement platform
(29:22) - The blessings and curses of being a market leader
(36:46) - Prioritizing competitive content for specific competitors
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://go.klue.com/newsletter-subscribe
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Federico Jorge, founder at Stack Against, for this month's installment of Competitive Enablement LIVE! Federico and Adam dive into what makes for a killer comparison page that sets your company apart from the competition. They answer questions from the audience about the dos and donts of a comparison page and even walk through two real-life examples of pages built by Federico. (Links to the comparison pages below).
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://go.klue.com/newsletter-subscribe
Comparison Pages:
https://signaturely.com/docusign-alternative/
https://processkit.com/asana-recurring-tasks/
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
On January 8th, 2022 BlackBerry closed its phone service for good.
Meanwhile, during that time Apple has emerged as the smartphone market leader within North America, generating just under $39 billion in 2021 on iPhone sales alone.
So, how the heck did Blackberry rise and fall as the pre-eminent smartphone in a blink of an eye, and what did Apple do to erase their biggest competitor?
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://go.klue.com/newsletter-subscribe
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Imperva's Head of Competitive Intelligence Pat Wall to talk about how to compete and differentiate in the ultra-competitive cyber security space.Â
Pat and Adam dive into what makes or breaks a deal in the scorching hot cyber security industry. Pat's take on why mud-slinging is the wrong sales tactic. The importance of partnering with sales. How Pat enables his HR and Marketing teams with competitive intelligence
And much more.
Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.
To subscribe, visit https://go.klue.com/newsletter-subscribe
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Klue's own Competitive Enablement Manager Brandon Bedford in the first installment of our new series, Brandon Builds a Competitive Enablement Program.Â
In this episode, Brandon shares his take on the importance of building a Seller Confidence Survey and how he designed the internal survey he sent to Klue's Sellers.Â
Brandon and Adam dive into:
- Why seller confidence might be the most important metric for a competitive program
- The most important questions to ask and how to ask them
- Early results from Klue's own seller confidence survey
- And what Brandon plans on doing with the findings
Bradon will be joining the pod every month to share his progress on what it's like to build a competitive enablement program for a competitive enablement company.
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Product Marketing Manager at LeadIQ Mitch Comstock, Account Executive at Klue Qayam Noorani, and hundreds of other guests for our second-ever Competitive Enablement Show LIVE!Â
Mitch and Q answer questions from the audience on topics like:
- How product managers and sellers can work together to crush the competition,
- Where to find the best competitive intel to win more deals,
- And what makes for a compelling competitive newsletter.
Subscribe to our weekly Coffee & Compete newsletter to find out how you can participate in next month's Competitive Enablement Show LIVE.
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Chris Agnoli, Competitive Enablement Lead at Juniper Networks, to talk about what it's like to create a highly successful competitive enablement program — from scratch — at the enterprise level.
Chris is a true pioneer in the world of Competitive Enablement. Hear Chris and Adam dive into:
- The differences between the old way of doing competitive intelligence and why competitive enablement is the wave of the future.
- Why it took 7+ months for Chris to get his Competitive program up and running.
- The key steps he took to make Juniper's Competitive Enablement program what it is today
- And his essential advice for anyone looking to start a Competitive Enablement program at companies of any size.
Timestamps:
(02:45) — How Chris carved out an entirely new function at Juniper Networks
(08:32) — Identifying which business units need Competitive Enablement the most
(14:45) — The importance of having a centralized system of record for Compete
(20:17) — Challenges of implementing a new program in a Covid-world
(25:10) — The old way of doing CI versus the new way: Competitive Enablement
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
We're kicking off Season 2 of the Competitive Enablement Show with a bang (or a bolt). Every month, we're going to be taking a look at some of the fiercest competitions between iconic brands. For this month's instalment of Klue's VERSUS Series, we dive into how Tesla is losing ground to carmakers like Volkswagen in the battle for electric vehicle supremacy.
Host Adam McQueen is joined by Klue's Content Writer (and producer of this podcast) Ben Ronald to learn more about the research he did for this edition of the Versus Series.
Adam and Ben dig into Tesla's current competitive advantages and how they might be in jeopardy. What legacy carmakers like Volkswagen have going for them in the battle for EVs. Why this is even a topic in the first place. And the risks and rewards of having Elon Musk as your CEO.
For more info on this topic and more, head to our website.
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
It’s been an incredible first season of the Competitive Enablement Show.
So we wanted to do a little year-in-review, and stitch together some of our favourite moments from season 1.
The first interview clip you’ll hear is actually the very first question from the very first episode way back in April.Â
And if you stick around right to the end, you’ll hear from of Ben and Adam’s less bright moments.Â
So sit back, or keep walking, or keep cleaning, or whatever you do while you listen to podcasts.Â
And please enjoy the Best of Season 1 of the Competitive Enablement Show.Â
Host:
Adam McQueen
Producer:
Ben Ronald
Guests:
Alex Organ (1:40)Â
Justin Topliff (2:55)
Clara Smyth (5:39)
Ryan Sorley (7:56)
Alex McDonnell (9:48)Â
Nick Larson & Brandon Bedford (13:52)
Anthony Iannorino & Jacob Gebrewold (16:30)
Natasha Narayan (18:20)
Scott Kim (21:46)
Fiona Finn (24:04)
Adam is joined by Alex McDonnell, Market and Competitive Intelligence Lead at Airtable, to dive into Alex's journey as a competitive expert throughout his career.
Prior to his time at Airtable, Alex built the competitive program at InVision from the ground up, spent several years at Eigenworks leading win/loss research for clients in the B2B space, and has now recently launched a course called Competitive Intelligence Certified with our friends over at the Product Marketing Alliance.
Learn more about how you can get CI Certified here
Adam asks Alex about his favourite parts of building a CI course, how to get your compete program off the ground, why ad hoc requests don't have to bog you down, and his best practices for role-playing exercises.
Make sure you subscribe to Klue's Coffee & Compete newsletter to get your weekly dose of competitive enablement content in 5 minutes or less.
You'll also get a monthly article diving into famous competitors like Impossible Foods and Beyond Meats.
Coming up in December, we take a look at the battle for electric vehicle supremacy and why it's no longer lonely at the top for Tesla.
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
We're doing it live!
Adam is joined by Ryan Sorley, Founder and CEO at DoubleCheck Research.
This episode was recorded as part of our first-ever Competitive Enablement Show live AMA on how to make sure you're nailing your next win-loss interview and seting your win-loss program up for success.
Thanks to some excellent questions from the audience, Adam and Ryan dive into:
- What makes for a successful win-loss program and how to avoid some common pitfalls
- The tone you should set for your interviews and the important prep work you can do beforehand
- The role sales teams play in your win-loss program
- And how one particular clothing choice led to a million-dollar deal falling through
Make sure you sign up for our newsletter to get your weekly dose of competitive insights and to be in the loop for our next Competitive Enablement Show Live AMA.
Host: Adam McQueen
Producer: Ben Ronald
About Klue:
Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Natasha Narayan, CEO & Co-Founder at IcebergIQ, for the first-ever in-person recording of the Competitive Enablement Show from Klue's downtown Vancouver office!
IcebergIQ is a consultancy that helps B2B software companies learn and improve their Go-To-Market strategies through candid conversations with their customers and prospects, like churn analysis and win-loss interviews.
She chats with Adam about what makes churn analysis so valuable, some of the differences between win-loss analysis and churn analysis, the importance of leadership alignment, and how one bad customer experience can sour the relationship forever.
Host: Adam McQueen
Producer: Ben Ronald
About Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
 Get a Demo today and see Klue's CI platform in action
Adam McQueen is joined by Nick Larson, Product Marketing Manager at Bananatag (soon to be Staffbase), and Brandon Bedford, Account Executive at Klue, to share their expertise on building a competitive intel newsletter that people actually want to read.
They take Adam through their best advice for getting your competitive newsletter off the ground, why knowing your audience is everything, what kind of newsletter content resonates most, and how to have a little fun along the way.
Timestamps:
00:04:09 | How competitive newsletters compare to other sales collateral
00:13:12 | The importance of a single source of truth
00:16:50 | The kind of content that works for Nick and Brandon
00:23:14 | The kind of content that doesn't **work for Nick and Brandon
00:33:10 | Why personalization matters for competitive newsletters
00:41:00 | Nick's go-to comedic content for his competitive intel newsletter
About Klue:**Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Get a Demo today and see Klue's CI platform in action
Adam McQueen is joined by Fiona Finn, Director of Product Marketing at Unbounce, to talk about how she scaled the influence of Unbounce's competitive program across different teams in the organization.Â
Fiona shares her best practices for a phased approach to building a competitive process, hot tips on how to get leadership and cross-functional partners to buy in, and how the product and UX teams at Unbounce weave competitive intelligence into everything they do.Â
For even more insights from industry leaders, then come joins us for Klue’s first-ever Competitive Enablement Summit on October 27 and 28.
Timestamps:
00:01:10 | The Unbounce Competitive Program story
00:03:00 | Building your competitive program
00:15:40 | Partnering with teams other than sales
00:27:15 | Increasing your Competitive Program’s visibility within the organization
00:32:40 | Getting leadership to buy in
Adam is joined by Mark Balkenende, Sr. Director of Product Marketing at Matillion, to share the biggest lessons he's learned about succeeding as a competitive team of one.
In this episode, Mark shared who he prioritizes first when starting his competitive enablement program, the secret sauce behind creating quality battlecards, and how to use data to prove the output of your efforts.
For more competitive content, check out Klue's inaugural 'Competitive Enablement Summit' on Oct. 27&28.Â
Adam is joined by James Doman-Pipe, Sr. Product Marketing Manager at Remote, to talk about why many companies fail to stand out from their competitors.
In this episode, James shared some of his best and worst stories of trying to differentiate in the market when launching a product, the lessons he learned from these experiences, and what it takes to actually stand out in a crowded market full of competitors.
Follow James' newsletter 'Building Momentum' here, it's a must-read for any PMMs.
Keep your eyes peeled for Klue's inaugural 'Competitive Enablement Summit' on Oct. 27&28. Save the date, and more information will be out soon!
Adam is joined by Clara Smyth, Sr. Product Marketing Manager at Slack, to talk about her experiences launching and scaling different competitive enablement programs in her career.
In this episode, Clara shared why internal trust is critical for your competitive program to succeed and how she achieves this at Slack, what pillars she established during her time at iCIMS to scale their competitive program, the biggest lessons learned in her career, and Clara also spills the beans on what really gets the exec’s attention when sharing competitive briefs.
Keep your eyes peeled for Klue's inaugural 'Competitive Enablement Summit' on Oct. 27&28. Save the date, and more information will be out soon!
In this episode of The Marchitect podcast, Udi Ledergor, CMO at Gong, and Jason Smith, CEO at Klue, share their approaches to interlocking sales and product marketing.
They also get into how to build organizational alignment from the top-down, why product marketing must work with sales in order to create the best messaging for them, and Udi's aspirations to become a magician!
Tamara Schebel, VP of Product at Klue, joined the Product Marketing Life podcast to talk about the best ways to start and scale your competitive enablement program.
In the episode, Tamara shares how to put together a 'competitive plan' before launching your program, where to begin finding information, and why earning sales trust and executive support is essential when scaling your efforts.
Don't forget! Save the date for Klue's 'Competitive Enablement Summit' on Oct. 27&28. There'll be plenty more information on this soon.
Adam is joined by Dave Barker to share his best strategies for collecting competitive intel.
In the episode, we got into how Dave finds quality competitive intel internally and externally within the mountain of information available, and how he presents these insights collected for different audiences. We also got into the best questions you should be asking in your win-loss program and how that fuels your competitive program.
Keep your eyes peeled for Klue's inaugural 'Competitive Enablement Summit' on Oct. 27&28. Save the date, and more information will be out soon!
Guest host Jacob Gebrewold is joined by Anthony Iannarino to discuss his book 'Eat Their Lunch: Winning customers away from your competition'.
In the episode, Anthony shares why pricing isn't the reason a seller loses deals, the value of group coaching to improve a sales team, and what to do on a call before immediately diving into your product.
Grab your copy of Anthony's book here.
Adam is joined by Maggie Kullman, Product Marketing Manager @ Clari, and Ryan Sexauer, Revenue Enablement Manager @ Clari, to share how they established a competitive program that proactively supports sales.
In the episode, we also talked about the strategies Maggie used to build a competitive culture at Clari, the partnership between competitive intelligence and revenue enablement, and how they tiered out their competitors across different markets.
Adam is joined by Chris Janiszewski, Director of Market Intelligence @ UiPath, and Lisa Kalner Williams, Product Marketing Manager @ Agorapulse, to share the steps they took to shift their competitive enablement program from reactive to proactive.
In the episode, we talked about how to map and prioritize your competitive landscape, what strategies Chris used to enable his reps to handle a competitor drastically cutting their prices, how Lisa learned that customer success teams were dying for competitive intelligence and how she supported them. Plus, both shared their best tactics for creating content that sales will actually use to win a deal.
Adam is joined by Colby Kennedy, Product Marketing Manager @ Reputation, to share his best tactics for training sales to use competitive intelligence during a deal.Â
In the episode, we talked about the starting point for Colby’s competitive program, what he’s done to translate raw intel into concise, usable competitive content for salespeople, and the strategies he uses from his teaching background to train end-users to become more comfortable using competitive intelligence.
Adam is joined by Scot Kim, Director @ Lenovo, to share how he's earned executive support for various competitive programs that he has led over his career.
In the episode, they talk about the importance of presenting solutions instead of problems to execs, why Scot uses war rooms for cross-collaboration and their effectiveness, and what it means to address current money and future money when laying out your competitive intelligence program’s objectives.
Adam is joined by Justin Topliff, Senior Product Marketing Manager @ Highspot, to share how he's scaled his competitive enablement program at a hyper-growth company while remaining a team of one.
In this episode, they talk about maturing your program beyond handling ad hoc requests to taking on strategic initiatives, identifying leading indicators on competitors to make your program more proactive, and the importance of storytelling in your company's competitive narrative to generate buy-in.
Adam is joined by Chris Owen, Director of Product Management @ Saviynt, to share some of the tactics he used to launch a competitive program quickly and efficiently.
In this episode, they talk about the importance of data when pitching your business case to execs, the best ways to crowdsource competitive intelligence from teams who're in the field, and what it takes to get real buy-in and engagement across the organization.
Adam is joined by Jacob Gebrewold, Account Executive @ Klue, to share an end-user perspective on the content that sales need to win their next competitive deal.
In this episode, they talk about why features and benefits don't make a compelling sales pitch, the importance of understanding the competition to tell a compelling story in your messaging, and building trust between product marketing, competitive intelligence, and sales.
In today's episode Vincent Lo, Klue VP of Product Marketing, is joined by a panel of market research experts April Glosser, Brady Jensen, and Phillipe Boutros to discuss researching competitor pricing.Â
During the Q&A session, the panel explains why knowing competitor pricing alone won't win you that next deal, how they tackle pricing research, the do’s and don’ts of digging into competitors, and share their own experiences in the field.
Adam is joined by Alex Organ, Competitive Program Strategist @ Klue, to talk about some of her best strategies for earning sales adoption during the early stages of rolling out a competitive enablement program.
They talk about the importance of explaining why competitive intelligence matters to sales reps, establishing executive sponsorship to build a competitive culture, and how to customize training so that sales teams can find value early.