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Your Compete Week Guided Tour | Celebrating One Year of Coffee & Compete

Allow me to be your tour guide for the day.

With just over a week to go, the lineup for Compete Week 2022 is locked, the speakers are stoked, and the vibes are high. 

So today, I’ll be taking you for a virtual stroll past all four days of what you can expect at Compete Week. 

Along the way, I’ll be sharing interviews and resources from our experts to get you in a compete kinda mood. 

If you haven’t registered already, it’s not too late. Head to the Compete Week registration page and save your seat. 

Keep your hands and feet inside the vehicle at all times.

And away we go,

Ben 🏀


💪 Day 1 | How to Build a Best-In-Class Compete Program 💪

Building a deal-winning, organization-enabling, overall kick-ass compete program is no small feat.

But you don’t have to forge a path (entirely) on your own — Freshworks Director of Competitive Intelligence & Communications at Tracy Berry is here to help. 

She’s developed a tried and tested 30-60-90-day framework you can follow whether you’re starting from scratch or inheriting a compete program in need of a facelift.

Tracy broke it all down for us on the Competitive Enablement Show earlier this year.

And you can get a head start on her Compete Week workshop by watching or listening to How to Launch Your Competitive Program in 90 Days

For Brock Everett at Shopify, the foundation of a best-in-class competitive program starts with making content sales reps love. 

A salesperson of more than 10 years himself, he’s got a clear vision of what content reps actually need, want and use in competitive deals.

He told us The Truth About Making Competitive Content Sales Reps Love when he joined us on the Competitive Enablement Show in June. 

And he’ll be running one of three roundtables on day one.

Brock and Tracy are just two of the amazing speakers and hosts you’ll meet on Day 1 of Compete Week. 

And if you’re looking to bone up on some of the other Day 1 stars, check out these interviews:

Day 1 Agenda

  • 9:00-9:30 PST | Closing the Competitive Revenue Gap with Jason Smith, CEO at Klue
  • 9:30-10:00 PST Positioning to WIN in 2023 with Rowan Noronha, Ronnell Hugh, Sheevaun Thatcher, and Mark Kilens
  • 10:00-10:30 PST | Building out a Governance Model for your Compete Program with Candice Charleton, Senior Director of Customer Insights at Klue
  • 10:30-11:00 PST | Roundtables with Shopify, Adobe and Datto & Rubrik
  • 11:00 – 11:30 Building a Win-loss Program That Enables Your Entire Business with Jennifer Roberts, Director, Marketing Strategy at ServiceTItan
  • 11:30 – 13:00 PST | Workshop: How to Launch Your Competitive Program in 90 Days with Tracy Berry, Head of Competitive Intelligence & Communications at Freshworks 

🃏 Day 2 | How to Build Battlecards 🃏

They’re the first deliverable you’ll have as a compete pro. 

They’re your key to enabling sales and making friends around the office. 

And too often, the way they’re built is all wrong. 

We’re passionate about battlecards here at Klue. And if you aren’t already, you will be too after Day 2 of Compete Week, which we’re officially declaring…

🎉 World Battlecard Day 🎉

But before all the battlecard fun begins, grab yourself some battlecard templates from our Competitive Battlecards 101 blog series.

And get acquainted with our expert speakers by checking out:

Klue’s Dave Washer: Five Laws of Highly Effective Battlecards

Klue’s Hunter Sones: The Secret Ingredients of a Deal-Winning Battlecard

ClickUp’s Andy McCotter-Bicknell: Nailing Your First 90 Days on the Job

Day 2 Agenda

  • 9:00-9:30 PST | Keys to a Great Battlecard with Klue’s Director of Data Operations Dave Washer
  • 9:30-10:00 PST | 3 Characteristics of the Mosty Highly Adopted Battlecards with Klue’s Competitive Solutions Specialist Hunter Sones
  • 10:00-11:00 PST | Workshop: Build your own Battlecards (BYOB) with Dave Washer, Andy McCotter-BicknellBrandon BedfordSylvia Rayner, Hunter Sones

✅ Day 3: How to Get Sh*t Done ✅

Pardon our French. 

But it’s time to get shit done. 

Day 3 is packed with back-to-back sessions all designed to give you tangible takeaways that make you better at your job. 

From leadership briefings, competitive deal support, upskilling veteran sellers, keeping your business invested in compete, and writing a must-read competitive intel newsletter, Day 3 has all of that and a lot more. 

Here are some related resources for your reading/listening/watching pleasure.

Benevity’s Tara Scott: Competing as the Market Leader

Staffbases’s Nick Larson: Building a Competitive Intelligence Newsletter

ClickUp’s Andy McCotter-Bicknell: Enabling Veteran Sellers with CI

Day 3 Agenda

  • 9:00-9:30 PST | How to Brief Execs with Competitive Intel with Tara Scott, Manager Growth & Market Intelligence, Benevity
  • 9:30-10:00 PST | How to Nail Competitive Deal Support that Wins Neck-and-Neck Deals with Matt Coblentz, Competitive Intelligence Manager at Workato. 
  • 10:00-10:30 PST | How to Upskill Senior Reps with Competitive Intel with Allegra Ingerson, Sr. Manager, Market Strategy & Competitive Insights at DailyPay
  • 10:30-11:00 PST | How to Handle Rogue Competitive Intelligence with Dell’s Jay Nakagawa and Veam’s Pierre Hiller
  • 10:30-11:00 PST | How to Gain a Competitive Advantage with Win-Loss Analysis with Paul Senatori and DoubleCheck’s Bruce Kasrel
  • 10:30-11:00 PST LIVE session with Justin Topliff
  • 11:00 – 11:30 PST | How to Keep Your Business Invested in Compete with Lead IQ’s Sr. Product Marketing Manager Mitch Comstock
  • 11:30 – 12:00 PST | How to Write a Must-Read Competitive Newsletter with Algolia’s Sr. Product Marketing Manager Jenny Sung
  • 12:00-12:30 PST | How to Present a Competitive Strategy to Your Leadership Team with Imperva’s Head of Competitive Intelligence Pat Wall

🥇 Day 4: The Compete Games 🥇

December 2nd, 2022 is a historical day.

For it is the date on which the first ever Compete Games will take place! 

Two wargame sessions that put you at the centre of the action.

Hosted by four different compete pros who happen to be some of the absolute best in the business. 

Kick the day off with Klue’s Competitive Enablement Manager Brandon Bedford and Benevity’s Tara Scott as they take us through a simulation of what it takes to win the market with competitive intelligence. 

Then Palo Alto’s Senior Director of Competitive Intelligence Alysse Nockels and Slack’s Sr. Product Marketing Manager Clara Smyth pull back the curtain and show us what it takes to level up your competitive deal support. 

You won’t want to miss these sessions.

And to get a head start, check out this great content from Clara and Alysse. 

Slack’s Clara Smyth: Success-ifying Competitive Enablement

Palo Alto’s Alysse Nockels: The Practical Guide to Competitive Intelligence

Day 4 Agenda

  • 9:00-10:00 PST | (Wargame) Winning the Market with Benevity’s Tara Scott and Klue’s Brandon Bedford
  • 10:30-11:30 PST | (Deal Support Simulation) Winning the Deal with Slack’s Clara Smyth and Palo Alto Networks’ Alysse Nockels.


👬 Coffee & Compete Community Corner 👭

This week’s Community Corner will be short and sweet. 

Today’s newsletter marks exactly ONE YEAR of  ☕ Coffee & Compete 🤜🤛

From the bottom of my heart, thank you for reading this newsletter. 

Writing C&C every week is an absolute privilege and I’m very grateful for it 💜

Here’s to many more weeks to come!

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. 

And If you know someone who isn’t already subscribed to Coffee & Compete, be a good friend and tell them about us.
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