Building Comparison Pages, Win-Loss Resources, Succession Memes

🧑‍💻 Building Competitive Comparison Pages 🧑‍💻

❌ “If you’re not educated enough in understanding your differences, you’ve already lost the battle”  ❌

We talk a lot about product parity in the B2B SaaS world. 

How do you differentiate from your competitors when features and products are highly similar?

Well, if your whole business is about creating comparison landing pages like Federico Jorge at Stack Against, you should be looking beyond your product for the differentiators that’ll crush your competitors. 

“I strongly believe that every product is different, even if only slightly. Every company has different founders. Every company has a different journey and tries to solve different pain points,” – Federico Jorge. 

So when he’s building a comparison page, and including specific features, he ensures that every one of these features connects to the unique perspective and identity of his client’s company. 

Some of the other advice he doled out in this week’s session of Competitive Enablement LIVE:

• Achor your comparison page and messaging to the market leader (even if you can’t beat them at the moment) 
• Perform keyword research to find out what prospects are looking for (i.e. ‘alternatives to X company’, ‘Company X versus Company Y)
• Use verified user reviews on your comparison page to convey why your product is better 

Best of all, Federico walked through two real examples of comparison pages he’s built for clients. 

Watch Federico walk-through both Signaturely vs. Docusign and ProcessKIt vs. Asana.

And a little teaser for the next edition of CE Live: we’ll be hosting a best-selling author of one of the most iconic sales books of all time…

 🙌 Win-Loss Resources, Just for You 🙌

Well, okay the resources aren’t just for you. They’re readily available on our website. 

But I wanted to play the role of content curator for a moment and put them all in one place. 

(And I can’t spill the beans just yet, but we have some more exciting win-loss analysis news coming this week 🤫.)

Competitive Win-Loss Analysis 101

Just like that first course at University is all about giving an overview of a topic and laying down the groundwork, our Competitive Win-Loss 101 article covers everything on the subject from what it is to why it’s important, and how to put it into action. 

If you’re already a pro and don’t need a refresher on the basic stuff, use the table of contents to navigate to the section of your choice. 

7 Components of a Successful Win-Loss Program

Good things come in sevens. Or is it threes? Anyway, based on the experts we’ve talked to, there are at least 7 components to a successful win-loss program. 

1. Setting clear objectives
2. Establishing clear hypotheses
3. Narrowing the scope of work
4. Getting leadership buy-in
5. Asking thought-provoking questions
6. Organizing results into broad themes
7. Distributing findings effectively

Now that you’ve got the bullet points, check out the full article to dive deeper into each of the 7 points. 

And did I mention experts? Listen to our interviews with CEO at IcebergIQ Natasha Narayan and CEO at DoubleCheck research Ryan Sorely for more analysis, best practices and tips. 

The 31 Best Win-Loss Questions You Should Be Asking

One of the biggest, most classic, copywriter fails is to write a long list with some obscure number (31 for example) and only provide 30. 

Lest you read this article and think I’ve fallen prey to this classic mistake, I’ll tell you upfront there are actually only 30 questions in the list. 

That’s because in order for you to see the 31st question — and dozens more — you’ll have to download our Guide to Conducting Competitive Win-Loss Interviews resource. 

Sorry, not sorry, about that one. 

And make sure to follow, and keep your eyes on, our LinkedIn page this week for some good news for your win-loss analysis program. 

🤝 Best of Klue Social: AEs and PMMs win deals together 🤝

🥊 But a little healthy competition is okay too 🥊

The only thing we love more than competition on the Klue content team is the award-winning HBO show Succession. 

I’ll spare you the conversations where we debate which of us is most like which character on the show.

But if for some reason you are in fact curious, you can check out this LinkedIn post by our fearless leader Katie Berg for more details. (*Spoiler* Katie is Logan Roy). 

Anyway, back to the symbolism of that GIF. 

Sales and product marketing work hand-in-glove to beat the competition. 

So a harmonious relationship between the two is necessary. 

But we’re talking about synchrony in thought and communication, not a sit around the campfire, Kum Ba Yah, kind of relationship. 

What we’ve found to be true is that when sales reps push product marketing to produce better sales collateral, and when product marketing pushes sales to be accountable to and aligned with the messaging, the overall output is greater and companies win more deals. 

That way you can end up more like Logan, Tom and Greg, and less like Kendall, Roman and Shiv. 

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