WHAT’S BREWING

The Slack ping that every PMM dreads

For today’s edition I’m going to share a peek into a day in the life of how Jenna and I — the two sides of our PMM team — tackled a real competitive scenario, and where we used Klue to do so.

Like many PMM fire drills, it all started with a ping in Slack from an AE.

“Our buyer sat through a Gong Agent presentation and was told it can replace Klue.”

Like the BFF to product marketing that he is, Connor booked time to have a pow wow on this deal in the afternoon. But, he’s a busy AE with other deals to close; he hadn’t heard about Gong Agents before and didn’t have time to get up to speed OR brief us on his buyer.

As PMMs, Jenna and I want to push this deal forward… but in order to do so, we need to understand the context of the competitive threat in the deal, quickly.

Enter Klue’s MCP to the rescue.

Rather than slog through the call and deal notes, I asked Claude and Klue to review Connor’s deal: highlight buyer requirements, and flag where Gong was positioned as a competitive threat (especially since Gong is really not a traditional side-by-side competitor).

It flagged two key themes: Gong positioned their ‘CI use case’ around competitive trackers and seller enablement for objection handling.

Now, I could walk into our call with Connor knowing the use cases we had to position against. Game on.

Meanwhile… Klue was also helping our AE take down Gong, all while he moved his other deals along.

Immediately after Connor’s call, Klue sent him a Deal Tip straight to his inbox.

Within the email, Klue pointed out what mattered most to the buyer, and how to differentiate Klue accordingly. In this case, it nudged Connor to emphasize Klue as the compete source of truth across multiple data source that plugs into all seller workflows – addressing the buyer’s need to enable sellers with minimal friction AND differentiate against Gong relying solely on call data to inform its competitive intel use case.

Fast forward to our deal room, a few hours later. Each of us enter the call loaded up with context on the deal, the threat, and the buyer’s use case.

With a shared understanding, the PMM team can focus our time on providing subject expertise to strategically guide the deal.

In this case, the “strategy” was Jenna flicking through her encyclopaedic knowledge of every Gong feature and pain point.

Jenna rattled off the limitations of using Gong agents as a PMM from her own experience:

The tl;dr for Connor: Sure… Gong can ‘technically’ do competitive intel. But it’s a checkbox at best, and the buyer will hit significant obstacles based on their use cases (that Klue already identified).

And he left the call with focus areas, how to differentiate, and recommended talk tracks from Klue, sprinkled in with deep subject matter expertise directly from Jenna.

Now, it’s just on him to not screw this deal up 😉 (if you’re reading Connor, no pressure as our readers will be following along intently!)

So why does this matter for you?

This story is an example of how our lean PMM team can prioritize our time to move a competitive deal forward without derailing us from all of other jobs to be done.

*cough launch prep, postioning, enablement sessions, writing this newsletter… this list goes on*

All it took was a quick prompt in Claude, and a 30 minute chat.

This is part of the ‘blended approach’ PMMs can utilize working with AI: have it assist us on time-consuming areas, while we get to do the work that makes us special.

For Jenna, that means being a deep technical expert into our competitor’s product.

For me, conveying our differentiated message across every GTM touchpoint.

I’d love to hear how you’re using a blended approach to AI; where do you trust it to take the reins, and where do you want to invest your own time. Hit reply and let me know!

TACTICAL TUTORIALS

How to ship win-loss to stakeholders, quickly

If you’re only delivering win-loss findings via a dense 40-slide summary deck on a quarterly basis, you’re missing two major opportunities:

I broke down three ways we’re turning win-loss clips into bite-sized playlists tailored to different stakeholders that we deliver in-the-moment, including:

KLUE PRODUCT LAUNCH

Klue is in the official Claude Connector Directory

We made it official with Anthropic! Klue is now the only CI or Win-Loss vendor in Claude’s Connector Directory.

That means it’s been vetted by the Anthropic team for quality and security.

More importantly, how the heck do you use Klue and Claude together?!

Check out the seven use cases we’ve highlighted; based on how our team has optimized Klue’s MCP server.

SIPS N’ CLICKS

Other Compete News

☕️ Boeing sold its air taxi and drone units to rival Archer — trading an $850M+ bet for a stake in the company that beat it.

☕️ Spotify added a button to skip podcast ads — the same week YouTube passed it as the UK’s top podcast platform.

☕️ Cloudflare launched a free browser built for AI agents, straight into a war Perplexity’s Comet and OpenAI’s Atlas already own.

☕️ Gemini hit 1 billion monthly users faster than any product in Google’s history, tying the milestone ChatGPT reached in May.

HIRING

Compete jobs

Stay caffeineted,

– Adam & Hen (don’t be a stranger, connect with me on LinkedIn 👋)