Competitive Enablement Maturity Model:
A Roadmap to Accelerate your Competitive Program
Running a competitive confidence survey will soon be a matter of course for competitive enablement programs.
Measuring sales confidence levels in your compete program and against your competitors will give you the kind of measurable insights you need to lift the entire program.
But in order to get to a place where competitive confidence becomes your most important KPI, you’ll need to thoughtfully craft a competitive confidence survey. And that starts with asking the right questions.
Here are three categories of questions you should include in your competitive confidence survey, and some sample questions to get you going.
Ever-changing and evermore competitive, your sales reps are often the front line for identifying when a new competitor enters into the fray.
The questions in this category are designed to understand general levels of confidence against any and all competitors.
While some companies can safely say they have dozens of tier-one competitor, the questions in this category are meant to hone in on your top or two.
One of the most important ways a competitive confidence survey boosts your compete program is by helping you prioritize your time and effort.
If sales confidence against your top competitor is high, that might be your cue to move on to different competitors.
Category 3: Sales confidence in your competitive enablement program
How confident in your competitive content are the teams you’re enabling? It’s probably the most crucial question competitive enablement experts need to be asking themselves.
If the results are lower than expected, don’t take it personally. Instead, use the results as a way to help understand what content is most useful in deals and where to prioritize your efforts.
These three categories of questions in your competitive confidence survey each has a different purpose. And each purpose relates to different actions you can take from the results.
Finding out that your sales team lacks confidence against competitors in general could signal a need for more training. Just like a team lacking confidence against your top competitors might suggest a need for better positioning and messaging from your product marketing team.
And of course, if your sales teams lacks confidence in the competitive content you’re providing, you should take in that feedback and get into action.
That way, by the next time you run the survey, you’ll be able to see the progress you made and show off your competitive enablement team’s value across the entire org.
Competitive Intelligence falls short in delivering actionable insights to the organization. Competitive Enablement fills that gap.Ben Ronald
DoubleCheck Research CEO and Win-Loss expert Ryan Sorely breaks down how to nail your next win-loss interview and make your program a success.Ryan Sorley
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