Coffee & Compete

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

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.

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

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.

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

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 — 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.

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 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. 

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.

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. 

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 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.

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.

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

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 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. 

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.

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. 

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.