Coffee & Compete

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.

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.

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.

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.

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. 

And if you stick around right to the end, you’ll hear from of Ben and Adam’s less bright moments. 

So sit back, or keep walking, or keep cleaning, or whatever you do while you listen to podcasts. 

And please enjoy the Best of Season 1 of the Competitive Enablement Show. 

Host:
Adam McQueen

Producer:
Ben Ronald

Guests:
Alex Organ (1:40) 
Justin Topliff (2:55)
Clara Smyth (5:39)
Ryan Sorley (7:56)
Alex McDonnell (9:48) 
Nick Larson & Brandon Bedford (13:52)
Anthony Iannorino & Jacob Gebrewold (16:30)
Natasha Narayan  (18:20)
Scott Kim (21:46)
Fiona Finn (24:04)

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 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.

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.

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.

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 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.

Key Moments:

(01:05) - What is IcebergIQ and how was it founded?

(03:14) - What is churn analysis?

(05:15) - What is the difference between win-loss and churn analysis?

(07:41) - Churn analysis insights as competitive intelligence

(11:00) - Getting buy-in with cross-functional partners

(12:44) - Getting the most out of your churn-analysis interviews

(15:20) - Example of churn analysis questions

(16:24) - How does churn analysis support competitive intelligence professionals?

(18:49) - A surprising result from a recent churn analysis

(21:36) - Common examples of churn analysis insights

(24:44) - What department should own churn analysis?

(28:46) - Using internal intel to inform churn analysis

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

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 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

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 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. 

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. 

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

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 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. 

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 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!

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.