Coffee & Compete

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. 

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.

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

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.

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. 

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 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 

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.

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. 

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.

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. 

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.

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. 

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.

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. 

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 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.

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.

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.

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.