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Run a Comp Intel Program Like an Award-Winning Klaviyo PMM
You know the Slack message. “Hey, do we have a battle card for this competitor?” And you don’t, because it’s the 50th new name you’ve heard this year. In this episode, we talk about why competitive intelligence programs don’t fall apart from lack of effort. They fall apart because the problem is infinite, and scale becomes the real challenge.
I’m joined by Mindy Regnell, an award-winning product marketer whose win-loss program won the 2025 Win-Loss Program of the Year from the Product Marketing Alliance. Mindy has spent nearly a decade in market and competitive intelligence, helping teams understand not just who they compete with, but why customers choose.
Mindy breaks down how she runs competitive intelligence at Klaviyo, and why her approach isn’t “build a battle card for every competitor.” It’s building a framework that makes the chaos manageable, especially for regional sales teams dealing with a long list of niche and unexpected competitors. We get into her Long Tail inspired framework, plus the practical steps for building it, pressure testing it, and getting leadership buy-in by tying it to outcomes.
We close with a messaging critique of Anthropic’s Super Bowl ad and what it gets right about competitive storytelling without naming names. If you’re trying to build a CI program that doesn’t turn into a never-ending content factory, this one’s for you.
Key Takeaways
- CI doesn’t fail because you’re not working hard enough, it fails because the competitor list is infinite
- Build a framework that scales instead of reacting competitor by competitor
- Start with your differentiation, then cluster competitors by the real problem they solve
- Pressure test with fresh eyes and secure buy-in by focusing on outcomes
- Build broad framework assets first, then go deep on tier-one competitors
- Strong competitive messaging can create contrast without direct call-outs
LINKS
Mindy's Presentation "Streamlining Battlecards for Crowded Markets": https://drive.google.com/file/d/1UpNBtOVUkdSRgh8osemE9dz4tsKAAcUa/view
Mindy's Battlecard Template: https://docs.google.com/document/d/1UOWT8klquy1-xWdtE4V7koMu2clfGKfPGVjfLU3HHmQ/edit?tab=t.0
Messaging Critique: Anthropic
Connect with Mindy:
LinkedIn: linkedin.com/in/mindyregnell
Connect with Elle:
LinkedIn: https://www.linkedin.com/in/elle3izabeth/
Website: https://www.productmarketingadventures.com/
View all episodes
By Elle GrossenbacherYou know the Slack message. “Hey, do we have a battle card for this competitor?” And you don’t, because it’s the 50th new name you’ve heard this year. In this episode, we talk about why competitive intelligence programs don’t fall apart from lack of effort. They fall apart because the problem is infinite, and scale becomes the real challenge.
I’m joined by Mindy Regnell, an award-winning product marketer whose win-loss program won the 2025 Win-Loss Program of the Year from the Product Marketing Alliance. Mindy has spent nearly a decade in market and competitive intelligence, helping teams understand not just who they compete with, but why customers choose.
Mindy breaks down how she runs competitive intelligence at Klaviyo, and why her approach isn’t “build a battle card for every competitor.” It’s building a framework that makes the chaos manageable, especially for regional sales teams dealing with a long list of niche and unexpected competitors. We get into her Long Tail inspired framework, plus the practical steps for building it, pressure testing it, and getting leadership buy-in by tying it to outcomes.
We close with a messaging critique of Anthropic’s Super Bowl ad and what it gets right about competitive storytelling without naming names. If you’re trying to build a CI program that doesn’t turn into a never-ending content factory, this one’s for you.
Key Takeaways
- CI doesn’t fail because you’re not working hard enough, it fails because the competitor list is infinite
- Build a framework that scales instead of reacting competitor by competitor
- Start with your differentiation, then cluster competitors by the real problem they solve
- Pressure test with fresh eyes and secure buy-in by focusing on outcomes
- Build broad framework assets first, then go deep on tier-one competitors
- Strong competitive messaging can create contrast without direct call-outs
LINKS
Mindy's Presentation "Streamlining Battlecards for Crowded Markets": https://drive.google.com/file/d/1UpNBtOVUkdSRgh8osemE9dz4tsKAAcUa/view
Mindy's Battlecard Template: https://docs.google.com/document/d/1UOWT8klquy1-xWdtE4V7koMu2clfGKfPGVjfLU3HHmQ/edit?tab=t.0
Messaging Critique: Anthropic
Connect with Mindy:
LinkedIn: linkedin.com/in/mindyregnell
Connect with Elle:
LinkedIn: https://www.linkedin.com/in/elle3izabeth/
Website: https://www.productmarketingadventures.com/