The biggest compete event of the year: Nov 29 - Dec 2
Or is it 3’s?
Anyway, without divulging too much, the content team has been working on a top-secret project all about #battlecards.
We interviewed Klue experts, expert Klue customers, and expert experts to dive deep into the question: “What makes a good battlecard?”
Simple question? Perhaps. Simple answer? Definitely not.
But across the board throughout our interviews, these themes came up over and over again.
❌ – Your battlecards cannot and should not be a repository of information
✅ – Instead, they need to tell the story of why your solution is better than the competition’s
❌ – An outdated battlecard is worse than no battlecard at all
✅ – Schedule monthly refreshes of battlecard content (quarterly at a bare minimum).
❌ – Marketing lingo and jargon have no place living on a battlecard
✅ – Pull real talk tracks from the field and embed them into your cards.
We’ll release our top-secret battlecard project out into the world in a couple of weeks.
In the meantime, download our newest resource: The 5 Laws of Highly Effective Battlecards.
5 unbreakable rules about crafting killer battlecards from the experts who work on them every day.
Three compete pros. Three excellent humans. Three interviews.
(Good things do come in threes!)
This week we released the fourth episode in our seven-part series of interviews we did with 15 compete pros at SCIP IntelliCon 2022 in Minneapolis.
Here are three quotes from experts:
On measuring the impact of competitive enablement
“Sometimes it’s not the individual metrics of the CI team that matter. What matters is, when you send [intel] out to other teams, how did their metrics change because they were able to receive and apply the data that you were giving.”
On giving advice to new compete pros:
The biggest thing to remember in any career, but I feel like compete is a huge one, is that baby steps make big impacts. Take the stuff you have and disperse it amongst your stakeholders. It doesn’t have to be perfect right away.
On the biggest mistake compete pros make:
A lot of times some people don’t seek feedback. We need feedback from our stakeholders to be successful. Does this work? If it works, great. But if it doesn’t work, let’s fix it. Be okay with failure.
Surrounding him (in an almost-perfect Brady Bunch tile format) is the second cohort participating in James’s WTF is Go-To-Market course.
That’s a whole lot of smiling faces in that photo. And if you’ve had a chance to learn from James, you’ll know why.
Follow him on LinkedIn and learn more about his course here.
|Thanks for reading this week’s edition of Coffee & Compete. As always, please reach out to me and the rest of the team with your thoughts and feedback. |
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Buyers make decisions based on a variety of factors. Knowing which are driving your success or failure in deals is incredibly valuable. That’s where win-loss comes in.Brandon Bedford
Register for Compete Week 2022 and catch 25 of the best speakers in Competitive Intelligence, Enablement, and Product Marketing.Ben Ronald
Klue has been named a winner of Deloitte's North American Technology Fast 500™️ and Canada's Fast 50™️ award list.Klue
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