The Competitive Enablement Platform
There is no moment that creates panic quite like losing your house keys.
My heart rate will triple as I frantically flip couch cushions, make an estimated 27 trips back and forth to my car, and desperately fling open cupboards that haven’t been touched in over a year.
I’ll even retrace my footsteps like a detective assessing a crime scene until… that recognizable jingle in my pocket.
A jingle which is quickly accompanied by the facepalming realization of ‘why didn’t I just check my pockets in the first place?!’.
This scenario is not unlike the way many businesses attempt to find competitive intelligence. They spend time and resources scraping every corner of the internet, digging through PDFs and blog posts.
In reality, much like your house keys, the best competitive intel actually lies within the four virtual walls of your organization. Your sales team and internal experts are your best source of competitive intelligence.
They have firsthand knowledge of your industry, your competitors, your customers, and the nuances of a competitive deal. It’s the kind of competitive intel you cannot Google for.
In this article, we’ll walk through how you can best identify and interview your internal experts to get the most valuable competitive insights for your business.
Select the right people to interview so that your time is used most effectively. Ask or look for salespeople with the most experience at your company and/or in your industry.
Most content curators only need to conduct 3 or 4 x 30 min interviews initially, to cover major competitors for a product line.
Here are 5 things that you need to know before begin approaching your sales team:
Here are 5 things that we’ve learned to do to get effective intel from your revenue teams:
You need to provide quick wins and address low-hanging fruit for your sellers. That’s why they’re a great source for helping you to prioritize what content and competitors you should focus on first.
If you’re looking to focus on content prioritization, seller confidence, and identifying knowledge gaps, then use our Competitive Confidence Survey Template.
Now we’re going to dive into questions you should ask in order to fill out specific battlecards. If you’re starting from scratch and looking for some sales battlecard templates to build from, then check out our templates below.
If you’ve already got your cards ready, then read on for the questions you can ask to get intel for each.
Note: Objection Handling = your team’s re-frame of a competitor’s strengths.
As you’re conducting these interviews, you’ll start noticing common themes.
These commonalities are where you should look to help you build your battlecards using the internal intel you’ve collected.
With the right content, and the right structure (like our Know. Say. Show. framework) you’ll have everything you need to build a winning sales battlecard.
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AI-Generated Strengths and Weaknesses automatically sources data from review websites like G2, Capterra, TrustRadius, Gartner Peer Insights, Peerspot, Product Hunt, Software Advice, TrustPilot, Glassdoor, and Indeed.
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