Hyland lacked a centralized Competitive Intelligence program to track competitors across their multiple product lines and verticals. With ten key competitors and hundreds more in the content services space, individual teams did their own competitive research, creating intel in silos. Proposal Writers required insights to respond to RFPs and Account Managers needed positioning to sell into a complex landscape
Any intel captured was maintained in static docs, with limited distribution to those who needed it most – Proposal Teams, Sales Leadership, Account Managers and Executives. As a result, their Sales Operations lead, in collaboration with Sales Enablement, began evaluating several competitive platforms and services to address these issues.
A comprehensive search began for a platform that would support their enterprise needs for scale, security and adoption. They chose Klue for the following reasons:
- Superior experience throughout Sales evaluation
- Better visual appeal, ease of maintenance and battlecard flexibility, making it easy to keep insights fresh
- Ease of linking various content areas together, so users could easily find relevant insights
- Security features and a pricing model that supported their enterprise needs
Using Klue’s Maturity Model as a guide, the Hyland team was able to define the objectives for their Competitive Enablement program, and make gains in learning how to compete as a team and as an organization. They created a workflow to find, analyze and quickly share content with Sales and Customer Success, to start, and will enable PMs and PMMs later this year.
It was important for the team to understand what resonates best with Sales and CSMs and to create content that could be tied to revenue impact. A few of the programs implemented:
- Sales confidence survey to measure how effective competitive insights are in onboarding and enablement
- Monthly Compete webinars globally
- Integrating Salesforce win-loss summaries and opportunities to Klue cards
- Bi-weekly Klue Digests to Sales leadership on the state of the competition
- Impact Analysis to measure how the program is contributing to win rates and deal size
These programs have increased the org-wide visibility of the CI program and team at Hyland.
Hyland provides enterprise content services and management to organizations across the globe, supporting a variety of industries including healthcare, financial institutions, insurance, government, higher education and manufacturing. With 5,000 employees around the world, Hyland is widely known as both a great company to work for and a great company to do business with. More than half of 2020 Fortune 100 companies leverage Hyland products and solutions.
