Coffee & Compete

Ryan Sorley is releasing a book! So we had him on to talk about it. And a whole lot more than just that – he shares his expertise in the Win-Loss space and he shares some secrets about what's in store for his book launch... 👀

Join the waitlist for Ryan Sorley's new book 'Blindspots: The Ultimate Guide to Building a Better Win-Loss Program': https://web.klue.com/blindspots

Register for Win-Loss workshops with Ryan in Boston and London: https://web.klue.com/blindspots

Check out more compete content in the Compete Community: https://community.thecompetenetwork.com/home/content

TIMESTAMPS:

(00:00:00) Ryan Sorley is on the pod!

(00:01:26) Ryan's Upcoming Book and Workshops

(00:02:27) Deep Dive into the Blindspots Book

(00:05:19) Ryan's Origin Story with Win-Loss

(00:07:50) Challenges with Writing His First Book

(00:11:20) Empowering Product Marketers with Win-Loss

(00:14:32) Real-World Win-Loss Success Stories

(00:17:28) Validating Competitive Intel with Win-Loss Analysis

(00:21:03) The Importance of Reliable Data

CREDITS:

Guest: Ryan Sorley

Host: Adam McQueen

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.

Klue provides the full picture of your market landscape, continuously updating and connecting the dots to help you win more business. It’s a new way to capture, manage, and communicate competitive intelligence and buyer and market insights from the web and across the company in platforms you already use.

Adding surveys to your Win-Loss program will unlock an entire treasure trove of intel you'd otherwise miss. It's a quicker and more efficient way of getting a maximum amount of responses, and Kevin McLean has been the one at Klue driving the ship when it comes to enabling our customers to send more surveys.

Join the waitlist for Ryan Sorley's new book 'Blindspots: The Ultimate Guide to Building a Better Win-Loss Program': https://web.klue.com/blindspots

Register for Win-Loss workshops with Ryan in Boston and London: https://web.klue.com/blindspots

Check out more compete content in the Compete Community: https://community.thecompetenetwork.com/home/content

TIMESTAMPS:

(00:00:00) Kevin McLean is on the pod!

(00:02:55) The Purpose of Win-Loss Surveys

(00:06:02) Crafting Effective Win-Loss Surveys

(00:08:01) Questions to Include on Win-Loss Surveys

(00:12:02) Sharing Insights from Win-Loss Surveys

(00:14:02) Maximizing Win-Loss Survey Response Rates

(00:16:42) Win-Loss Myths Debunked

(00:19:37) Future of Win-Loss Technology

CREDITS:

Guest: Valerie Bonaldo

Host: Adam McQueen

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.

Klue provides the full picture of your market landscape, continuously updating and connecting the dots to help you win more business. It’s a new way to capture, manage, and communicate competitive intelligence and buyer and market insights from the web and across the company in platforms you already use.

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.

Join the waitlist for Ryan Sorley's new book 'Blindspots: The Ultimate Guide to Building a Better Win-Loss Program': https://web.klue.com/blindspots

Register for Win-Loss workshops with Ryan in Boston and London: https://web.klue.com/blindspots

Check out more compete content in the Compete Community: https://community.thecompetenetwork.com/home/content

TIMESTAMPS:

(00:00) Welcome Jen Doyle and Aldona Dye

(00:02:32) Challenges in Win-Loss Interviews

(00:05:08) Creating a Strong Win-Loss Target List

(00:13:22) Conducting the Perfect Win-Loss Interview

(00:20:07) Engaging and Personalizing Interviews

(00:24:19) Building Trust and Internal Buy-In

(00:25:57) Q&A and Closing Remarks

CREDITS:

Guest: Jen Doyle, Aldona Dye

Host: Adam McQueen

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.

Klue provides the full picture of your market landscape, continuously updating and connecting the dots to help you win more business. It’s a new way to capture, manage, and communicate competitive intelligence and buyer and market insights from the web and across the company in platforms you already use.

You've run your Win-Loss program, you've added surveys, you've got your results... now what? Valerie Bonaldo, Director of Product Marketing at Seismic, takes us through how her grade A program enables the entire organization from seller to executive with the insights gained from their Win-Loss analysis.

Join the waitlist for Ryan Sorley's new book 'Blindspots: The Ultimate Guide to Building a Better Win-Loss Program': https://web.klue.com/blindspots

Register for Win-Loss workshops with Ryan in Boston and London: https://web.klue.com/blindspots

Check out more compete content in the Compete Community: https://community.thecompetenetwork.com/home/content

TIMESTAMPS:

(00:00:00) Valerie Bonaldo is on the pod!

(00:01:16) Why start a Win-Loss program?

(00:02:20) Implementing Win-Loss insights

(00:04:08) Stakeholder engagement with Win-Loss analysis insights

(00:08:08) Distribution WinLoss insights

(00:13:07) Combining Win-Loss with other data sources

(00:15:03) Cadence for distributing Win-Loss insights

(00:16:55) Sharing Win-Loss results with revenue teams

(00:19:17) Valerie's best Win-Loss insights

(00:20:35) Challenges with running Win-Loss analysis

(00:23:38) Measuring the impact of a Win-Loss program

(00:25:55) Best piece of advice for someone starting their first Win-Loss program

CREDITS:

Guest: Valerie Bonaldo

Host: Adam McQueen

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.

Klue provides the full picture of your market landscape, continuously updating and connecting the dots to help you win more business. It’s a new way to capture, manage, and communicate competitive intelligence and buyer and market insights from the web and across the company in platforms you already use.

Listening to your customers is the most powerful form of intelligence. They're buying your product – you think you'd want to hear from them as much as possible. Today, we had Tamara Grominsky, founder of PMM Camp, on to talk about two times when some of the biggest companies in the world listened to their customers (and maybe a little too late) and turned those insights into big profit-making plays.

Sign up for Tamara's Day Camp: https://events.pmmcamp.com/daycamp/

Register for our upcoming community Pwer Half Hour session about How to Recruit and Conduct a Win-Loss Interview: https://community.thecompetenetwork.com/home/events/how-to-recruit-and-conduct-a-win-loss-interview-8m3f1l1tll?agenda_day=6751cf45ce41209b4ff88f7c&agenda_track=6751cf45ce41209b4ff88f90&agenda_stage=6751cf45ce41209b4ff88f81&agenda_filter_view=stage&agenda_view=list

Check out more compete content in the Compete Community: https://community.thecompetenetwork.com/home/content

TIMESTAMPS:

(00:00) Tamara Grominsky is on the pod!

(00:03:19) McDonald's Menu Change

(00:14:21) Netflix's Biggest Failure

(00:21:03) Netflix's Recent Price Hike

CREDITS:

Guest: Tamara Grominsky

Host: Adam McQueen

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.

Klue provides the full picture of your market landscape, continuously updating and connecting the dots to help you win more business. It’s a new way to capture, manage, and communicate competitive intelligence and buyer and market insights from the web and across the company in platforms you already use.

Win-Loss analysis isn't just with buyers – while it is buyer intelligence at the end of the day, your sellers are a major part of the sales process that can't be dismissed. Interviewing your sellers paints the ENTIRE picture of the deal. And nobody knows this better than Dan Hamilton, VP of Corporate Strategy at Salesforce. They've built an incredible Win-Loss program and have been interviewing sellers for years... because they have so many sellers and they know how valuable it is.

Register for Klue Quarterly: klue.com/klue-quarterly

TIMESTAMPS:

(00:00) Dan Hamilton is on the pod!

(00:00:35) Canada vs. USA Hockey

(00:03:18) The Importance of Seller Interviews in Win-Loss Programs

(00:05:09) Seller Win-Loss Interviews vs. Buyer Win-Loss Interviews

(00:07:53) Prioritizing Deals for Win-Loss Interviews

(00:10:22) Win-Loss isn't Rigid

(00:15:19) Sharing Insights With Your Company and Executive Visibility

(00:20:10) Combining Seller and Buyer Win-Loss Interviews

(00:22:31) Advice for Starting Win-Loss Research

CREDITS:

Guest: Dan Hamilton

Host: Adam McQueen

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.

Klue provides the full picture of your market landscape, continuously updating and connecting the dots to help you win more business. It’s a new way to capture, manage, and communicate competitive intelligence and buyer and market insights from the web and across the company in platforms you already use.

We wanted to talk about competitive marketing examples, and there's nobody who can pull ANY marketing example better than Jason Oakley. Hunter isn't here, so Adam and Jason cover PostHog's 'Why Us' page and why it builds trust and brand reputation, and Adam takes us through how the King took down the arches in a crazy marketing stunt that gave you a Whopper for the lowest possible price.

Sign up for Jason's newsletter: https://productivepmm.com/newsletter

Register for Klue Quarterly: klue.com/klue-quarterly

TIMESTAMPS:

(00:00) - Jason Oakley is on the pod!

(00:01:48) - PostHog's 'Why Us' page

(00:18:32) - Burger King's 'Whopper Detour'

(00:31:34) - Productive PMM

CREDITS:

Guest: Jason Oakley

Host: Adam McQueen

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.

Klue provides the full picture of your market landscape, continuously updating and connecting the dots to help you win more business. It’s a new way to capture, manage, and communicate competitive intelligence and buyer and market insights from the web and across the company in platforms you already use.

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

(00:00:00) Welcome Josh Gladstone

(00:01:19) Introduction to Battlecards with Josh

(00:01:35) Challenges in Creating Battlecards

(00:02:35) Zune vs. iPod Battlecards

(00:05:03) Essentials of Effective Battlecards

(00:10:27) Sourcing Competitive Intelligence

(00:14:38) Best Practices for Battlecards

(00:19:22) Creating a Culture of Compete

CREDITS:

Guest: Josh Gladstone

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.

Klue provides the full picture of your market landscape, continuously updating and connecting the dots to help you win more business. It’s a new way to capture, manage, and communicate competitive intelligence and buyer and market insights from the web and across the company in platforms you already use.

It's time to start interviewing your buyers to get the TRUTH about your wins and losses, straight from the horse's mouth. And who better to take us through this than Klue's very own Andre Csapo. He's been running interviews for years, and he knows a thing or two about how to prep for your interview, probing for deeper insights and what to do as a beginner in Win-Loss.

Register for Klue Quarterly: klue.com/klue-quarterly

Contribute to the industry's largest win-loss report: https://9g7jis37w8y.typeform.com/to/j8KhjJdt?

TIMESTAMPS:

(00:00:00) Andre Csapo is on the pod!

(00:01:37) Most memorable Win-Loss interview

(00:03:05) What makes a good Win-Loss interview?

(00:04:18) Bad Win-Loss interview questions

(00:07:31) How to prepare for a successful Win-Loss interview

(00:09:28) Andre's favourite part of Win-Loss analysis interviews

(00:11:01) How to probe for more information during a Win-Loss interview

(00:13:05) The best intelligence from a Win-Loss interview

(00:16:52) Win-Loss is the only way to listen to hear from your buyer directly

(00:17:45) Advice for someone starting out in Win-Loss

CREDITS:

Guest: Andre Csapo

Host: Adam McQueen

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.

Klue provides the full picture of your market landscape, continuously updating and connecting the dots to help you win more business. It’s a new way to capture, manage, and communicate competitive intelligence and buyer and market insights from the web and across the company in platforms you already use.

The AI world blew up when DeepSeek dropped... but the story is still unfolding around us. ChatGPT showed love, but then is now threatening a lawsuit? It's giving mixed signals. We break down the whole story and talk about one of the wildest competitive shake-ups that's hit the AI industry since its inception.

Sign up for the February Power Half Hour session about building deal-winning battlecards: https://community.thecompetenetwork.com/home/events/how-to-build-a-deal-winning-battlecard-1kh6rkr6io?agenda_day=6750b9bfc0ba614c2972855d&agenda_track=6750b9bfc0ba614c29728571&agenda_stage=6750b9bfc0ba614c29728562&agenda_filter_view=stage&agenda_view=list

Contribute to the industry's largest win-loss report: https://9g7jis37w8y.typeform.com/to/j8KhjJdt?

TIMESTAMPS:

(00:00:00) The Klue Flu?

(00:03:41) The rise of DeepSeek

(00:04:54) DeepSeek's impact on AI competition

(00:09:30) Open source vs. Closed source AI

(00:12:04) Why did DeepSeek succeed?

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.

Klue provides the full picture of your market landscape, continuously updating and connecting the dots to help you win more business. It’s a new way to capture, manage, and communicate competitive intelligence and buyer and market insights from the web and across the company in platforms you already use.