Coffee & Compete

In this Compete Week session, Carin Van Vuuren and Meagan Eisenberg join Katie Berg - three Marketing leaders from innovative companies share the growing importance of competitive intelligence to their executive teams, as well as where it sits in their organization and how valuable it is for them to use as a lever in their overall Marketing objectives.Key Moments(00:00) Introduction(02:41) Competitive Intelligence's objectives at Greenhouse Software(04:15) How Competitive Intelligence can build trust(05:21) Bridging the gap between marketing and sales with competitive enablement(06:43) Where does Competitive Intelligence fit in at Lacework?(07:31) Why Competitive Enablement makes you an expert and how that impacts sales(08:18) Keeping your intelligence up to date(09:43) Building a 'culture of compete'(11:06) Enabling your CEO and C-Suite with Competitive Intelligence(12:37) Being close to intelligence to stay relevant(13:48) What executives miss with competitive strategy(15:15) The problems with fixating on one competitor(16:01) Supporting the product roadmap with Competitive Enablement(18:07) Do CMO's care about win rates?(20:31) Which department should own Win-Loss analysis(22:45) How to enable against churn(24:10) The structure of a compete team(26:11) The most effective ways to use Competitive Intelligence in 2024Make sure to check out the episodes on YouTube as well: https://www.youtube.com/@klueinHost: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue. About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.

Nick Cegelski, host of the widely followed sales podcast, 30 Minutes to Presidents Club and Klue's Qayam Noorani kick off this series of talks from Compete Week 2023. They delve into the art of competitive selling, discussing strategies on dealing with competitors in your deals, understanding your buyer's needs, and the significance of being an educator in the sales process.Key Moments;(00:00) Introduction(02:12) The importance of understanding your buyer's evaluation process(02:31) The significance of having competitors in your deal(02:57) How to set yourself apart in a competitive market(03:19) Strategies for successfully navigating competitive deals(04:00) The importance of building credibility and trust with your clients(04:49) Sharing our favourite competitive deal stories(10:54) How to bring up competitors in a natural way throughout the deal cycle(12:15) Building a talk track to address the entry of a competitor mid-sales cycle(15:34) The importance of curiosity in competitive selling(16:56) The art of being an educated and consultative seller(17:36) The importance of earning trust and credibility with clients(18:03) Helping clients improve their programs(18:46) Bringing in various experts to educate and consult your buyers(19:09) Consuming content that is designed for the folks you are selling to(21:15) Adapting your strategy mid-cycle to overcome something a competitor is doingIn case you haven't already, make sure to check out the episodes on YouTube as well: https://www.youtube.com/@klueinHost: Adam McQueenProduction: Grayson OttenbreitAudio Editor: Michael PanesCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.Host: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue. About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.

Today marks Producer Ben's last day at Klue! So we decided to take a trip down memory lane in-studio and share our favourite moments, lessons learned, and funniest bloopers from 95 episodes of the show.In case you haven't already, make sure to check out the episodes on YouTube as well: https://www.youtube.com/@klueinHost: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue. About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.

Adam is joined by Sophos VP of Market Intelligence Max Weinstein to talk about successful strategies for sales enablement. The two dive deep into Max's three biggest tips for sales enablement, why building a strong relationship with product marketing is essential, and the balance between giving too much context versus not enough. Don't miss your chance to save a seat for the BIGGEST compete event of the year at Compete Week 2022. See more info and the full lineup of speakers at https://klue.com/compete-weekAnd don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://klue.com/newsletterTimestamps:(00:04) Welcome to the Competitive Enablement Show(01:52) Max's three biggest sales enablement tips(05:13) Understanding your sales org inside and out(08:56) Enabling your reps to cross-sell(13:59) Where self-serve enablement comes into play(16:37) Working with sales leadership and management(18:51) Mechanisms for sales enablement and product marketing collaboration (22:54) Enabling your sellers with the right amount of contextProduction Team:Host: Adam McQueenProducer: Ben RonaldPost Production: Grayson OttenbreitAudio Editor: Michael PanesMusic CreditsIntro Music: The Podcast Intro by Music UnlimtedRapid-Fire Music: Los Angeles by MuzaproductionAbout Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already usesHost: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue. About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.

Adam is joined by HubSpot's Competitive Intelligence Manager Jessica Davis to learn how she gets into the heads of her sales reps to create sales content to win more deals. Jess shares why it's essential to deliver content in a format your reps are familiar with and to promote it far and wide. We're also excited to announce that Jess will be a speaker at this year's Compete Week!Don't miss your chance to save a seat for the BIGGEST compete event of the year at Compete Week 2023. See more info and the full lineup of speakers at https://klue.com/compete-weekAnd don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://klue.com/newsletterTimestamps:(00:00) Introduction (03:02) Jess's three biggest tips for creating competitive content (03:42) Distributing intel to your reps(04:56) Promotion tactics and tips for content(08:31) Moving from sales to compete(13:02) Unlocking proof points from win-loss interviews(16:38) How often HubSpot refreshes their content(21:10) Staying close to your ICP(23:57) How to report on your compete program to your leadership team(29:01) Why you should be measuring competitive win ratesProduction Team:Host: Adam McQueenProducer: Ben RonaldPost Production: Grayson OttenbreitAudio Editor: Michael PanesMusic CreditsIntro Music: The Podcast Intro by Music UnlimtedRapid-Fire Music: Los Angeles by MuzaproductionAbout Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.Host: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue. About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.

In this reimagined edition of Competitive Enablement LIVE, we’ve enlisted 'seasoned and well-vetted Compete pros’ (their words, not ours) Gal Toren, Competitive Intelligence Team Lead at JFrog and Dylan D’Urso, Competitive Intelligence Manager at Autodesk, to answer your burning yet anonymously-submitted Compete questions on air.Don't miss your chance to save a seat for the BIGGEST compete event of the year at Compete Week 2022. See more info and the full lineup of speakers at https://klue.com/compete-weekAnd don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://klue.com/newsletterTimestamps:(00:08) Introduction / Welcome to CE LIVE(02:20) Meet Gal Toren and Dylan D'Urso(03:42) Distributing intel to your reps(08:56) Building and scaling relationships in a large company (10:05) Hype versus reality with AI and compete(12:56) Conforming raw intel to the needs of your sales reps(17:15) Engaging executives in your win-loss program(23:00) Setting goals and priorities for the win-loss program(27:49) How do you start a competitive intelligence program from scratch?(33:42) Prioritizing your compete efforts(38:49) Getting execs to recognize the benefits of competeProduction Team:Host: Adam McQueenProducer: Ben RonaldPost Production: Grayson OttenbreitAudio Editor: Michael PanesMusic CreditsIntro Music: The Podcast Intro by Music UnlimtedRapid-Fire Music: Los Angeles by MuzaproductionAbout Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.Host: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue. About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.

Brandon Bedford, Competitive Enablement Manager at Klue, discusses the impact of GenAI on competition, including companies entering new markets, increased competition from startups, and the importance of proprietary data. The podcast explores the evolving landscape of AI applications in sales engagement, the disruptive impact of AI startups on traditional players, and the role of data as the new gold in the age of AI.

Adam is joined by Penny Moran, the Head of Competitive Intelligence at Zuora, in the final episode of our three-part series on competitive intel newsletters. Penny shares why she believes competitive intel newsletters are a key element in branding your compete program, how it can be a tool to help draw attention to your program beyond your immediate stakeholders, and how she tailors her newsletter to different audiences. Get more expert tips on building a competitive intel newsletter with our Competitive Intel Newsletter Guide & Template.  A downloadable slide deck with best practices, the ultimate template, and advice from the best compete pros in the business.And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://klue.com/newsletterKey Moments(00:00) Intro(02:11) Matt's three tips for writing an intel newsletter(04:54) Matt's go-to structure and format(09:51) Delivering intel newsletters to different audiences(13:45) Giving execs the intel they need(19:31) Partnering with revenue leadersProduction Team:Host: Adam McQueenProducer: Ben RonaldPost Production: Grayson OttenbreitAudio Editor: Michael PanesMusic CreditsIntro Music: The Podcast Intro by Music UnlimtedRapid-Fire Music: Los Angeles by MuzaproductionAbout Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses.Host: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue. About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.

Adam is joined by James Raffield, Director of Competitive Intelligence at Druva to learn how he serves different audiences with his Competitive Intel Newsletter. James shares how he engages and inspires his audiences, how he chooses what intel to include in his newsletter and how he writes the all-important 'how it matters' section of his newsletter.Get more expert tips on building a competitive intel newsletter with our Competitive Intel Newsletter Guide & Template.  A downloadable slide deck with best practices, the ultimate template, and advice from the best compete pros in the business.And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://klue.com/newsletterKey Moments(00:00) Intro with Producer Ben(02:10) James's three competitive intel newsletter tips(07:02) Encouraging readers to take action through the newsletter(10:01) Supporting org-wide campaigns with the newsletter(13:50) Enabling the senior leadership team(17:41) Building a culture of compete(25:05) Keeping your audience engagedProduction Team:Host: Adam McQueenProducer: Ben RonaldPost Production: Grayson OttenbreitAudio Editor: Michael PanesMusic CreditsIntro Music: The Podcast Intro by Music UnlimtedRapid-Fire Music: Los Angeles by MuzaproductionAbout Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses. Host: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue. About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.

Adam is joined by Matt Tyrer, the founder of The Competitive Corner, a consultancy specializing in data protection, cloud and cyber security, and the former head of competitive intelligence at Commvault. The two chat about Matt's biggest tips for writing a competitive intel newsletter, how to make sure you're including intel and insights that'll keep executives coming back for more, and how to keep revenue leaders engaged with your newsletter. Get more expert tips on building a competitive intel newsletter with our Competitive Intel Newsletter Guide & Template.  A downloadable slide deck with best practices, the ultimate template, and advice from the best compete pros in the business. And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://klue.com/newsletterKey Moments(00:00) Intro(02:11) Matt's three tips for writing an intel newsletter(04:54) Matt's go-to structure and format(09:51) Delivering intel newsletters to different audiences(13:45) Giving execs the intel they need(19:31) Partnering with revenue leadersProduction Team:Host: Adam McQueenProducer: Ben RonaldPost Production: Grayson OttenbreitAudio Editor: Michael PanesMusic CreditsIntro Music: The Podcast Intro by Music UnlimtedRapid-Fire Music: Los Angeles by MuzaproductionAbout Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses. Host: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue. About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.