The biggest compete event of the year: Nov 29 - Dec 2
Should competitive enablement live under:
d) Somewhere else altogether?
Well, Jennifer Roberts has experienced all of the above throughout her career in competitive intelligence.
As someone who lives and breathes competitive strategy, that’s where Jennifer feels most at home.
“At ServiceTitan…the role was hired into strategy — marketing strategy specifically. So there’s a lot of factors that set me up for success there.”
No matter where you sit in the organization, Jennifer says that taking care of her primary stakeholder is always priority number one.
By diving deep and understanding her stakeholders’ motivations, broader ambitions, and KPIs, she can deliver her best work.
From there, you can expand your efforts — and earn that all-coveted strategic seat at the table.
Here are three takeaways from Adam’s conversation with Jennifer
🗑️ Doing the CI ‘grunt work’ (battlecards, sales decks) lays the foundation for broadening your compete program’s reach
🕵️♀️ Setting up a win-loss program provides the kind of hard data you need to resonate across the org
🚗 Bringing your key findings on an org-wide ‘roadshow’ allows you to get in front of people and drives home the value of your program.
Proving yourself as the dependable competitive enablement professional you are has a small downside.
You’re going to get a lot of requests for intel and deal support from different functions across the org.
But the best CI pros all know that this is in fact a cause for celebration — even if ad hoc requests can feel burdensome in the moment.
When Clara Smyth — Sr. Product Manager at Slack and host of the Compete Network’s Back Office to Boardroom — finds herself in that situation, she leans on the wise words of her VP: Nail it and Scale it.
“If you nail it for one customer, if you get that template, that battle card, that external champion content deck ready, you could scale it across the enterprise and prevent future requests. That’s how the cycle goes from tactical to strategic.”
1️⃣ Make yourself visible among stakeholders
2️⃣ Encourage ad hoc requests and deliver on them
3️⃣ Use the content born of these requests to build a killer compete program
So don’t treat in-the-moment requests as a burden, use them as an opportunity to build the competitive content that lays the foundation for your compete program.
But how do you prioritize which ad hoc requests to tackle right away?
Well, Clara’s mentor, and guest on episode one of Back Office to Boardroom, Alysse Nockels says all requests should be treated equally.
“It’s really balancing all of the requests equally and treating everyone as equal humans. Just because you have a C in your title doesn’t make you more entitled to have more information faster.”
There are oodles more golden nuggets like these found in the first episode of Back Office to Boardroom.
Listen to episode one on the Compete Network — and keep an eye out for episode two dropping very soon.
|Director of Competitive Intelligence at Lacework ✅|
Founding member of the Klue Advisory Program ✅
Guest lecturer at UC Irvine ✅
Meet, Kimberly Bauer — of whom we are very big fans at Klue.
Count yourself lucky if you get to connect with Kimberly directly.
Following her on LinkedIn and checking out her great CI content is a good consolation prize.
Thank you for everything you do for the compete community! P.S. Nice mug!
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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