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A wise blog post once said that “The most important metric in competitive intelligence is utility.” (It was us. On this blog. Right here.) The content you produce, regardless of purpose or placement, must be used and consumed in order to be worth the time—to add value. To help win more deals.
Seems obvious.
Users (sales reps and accounts teams) must find meaning in the language in order to trust it. We’re talking about pros here, with their own way of doing things and a shit-tonne of experience. Battlecards are meant to back up that wisdom and conviction with targeted, tactical and smart competitive intelligence points. They know what they’re talking about, so use their words, their turns of phrase. When they’re comfortable with the script—have faith in it—their natural skill-set will take over. They’ll win more deals. In fact, they’ll win 18 percent more deals than they would without the smart and accessible competitive intelligence you provide.
The audience (buyers) must connect to the message, too. Your greatest advantage is the first-person feedback you gather in customer satisfaction exercises and win-loss analysis. Quote your customers directly whenever possible. No fancy or long-winded spiel is going to land better than their own words. Keeping it real removes any sales-speak, which is a complete turn-off.
Sales battlecards also, literally, need to be easy to maintain, find, share and use. So often we find out-of-date decks and battlecards languishing in abandoned wikis. We once got asked to vet the usability of a sales battlecard that was over five years old. I mean…
Competitive Enablement
The topic of Large Language Models (LLMs) has a lot of confusion. Here's what you need to know about how Klue is working with them.
Competitive Enablement
Product Marketing
If your competitive intel game is too strong for automation, too pure for data privacy, and too rebellious for accuracy — then Klue AI is probably not for you.
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