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Measuring success through the sales funnel
Most common pitfalls of using CI
How to use competitive intelligence to win a deal
When & where to use
Q&A
Webinars
Industries are becoming more and more competitive while landscapes are getting
crowded with overlapping players.
Webinars
DEFINE
Webinars
● Win rate (pricing / messaging reasons),
● Average NPS score,
● Adoption rate
● Retention rate
● Content use /performance
+ Any shared KPIs across sales enablement,
content and growth marketing
● Competitive win rate,
● battle card adoption & usage,
● sellers trained
● Days to close,
● Incumbents displaced
DEFINE
How much did we loss to competitors?
1. Competitive Win/Loss Analysis
2. Understanding the losses
● # of salespeople
● Average # of deals lost to competitors (per rep/ per period)
● Average deal size/ contract value
★ Loss reason analysis
Webinars
get buy-in
DEFINE
Webinars
get buy-in
How much can we improve with Competitive Battle Cards?
Loss reason analysis to understand why “The Competitor was a better fit”
➔ Positioning problem: We have a superior offering and competitive pricing, but they chose a
competitor. This problem is highly likely to be either poor competitive positioning or the rep
presented inaccurate information.
➔ Don't meet need or over budget: The competitor has a product or feature we’re missing, or
does not have the budget. This competitor encounter requires support from other teams (i.e.
product, management)
52%
27%
DEFINE
Webinars
Webinars
UPKEEP
Webinars
People & data-driven iteration
Curate new assets when
➔ Identify new competitors in sales feedback & loss analysis
➔ Track emerging competitors
Implement sales feedback
➔ Identify new challenges, needs, loss reasons
➔ Track asset engagement and prioritize
sustainable sales enablement content lifecycle
Example: Leia, Sales Enablement Manager
Has 1 hour per week for competitive
enablement
Block time to review competitor insights
➔ Daily: Review real-time alerts
➔ Weekly: Review sales feedback
➔ Monthly: Review monthly engagements,
curate assets, trainings
Update Sales Team by insight priority
➔ Essential change = Real time update
➔ Relevant change = Weekly digest
➔ Summaries & new assets = Trainings
Webinars
ADOPTION
➔ Understand role
➔ Baseline of
landscape
➔ Cycle of feedback
➔ Competitive
positioning
➔ Landscape
knowledge
➔ Using battle cards
➔ Competitive
positioning
➔ Applications of
landscape
knowledge
➔ Using battle cards
➔ Recording
competitor
encounters
➔ Recording loss
reasons
➔ Planting seed
questions
➔ Getting feedback
Webinars

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The Competitive Intel Playbook for B2B Sales: How to Win a Deal Before It Starts

  • 1.
  • 2.
  • 3. Measuring success through the sales funnel Most common pitfalls of using CI How to use competitive intelligence to win a deal When & where to use Q&A
  • 4. Webinars Industries are becoming more and more competitive while landscapes are getting crowded with overlapping players.
  • 6. DEFINE Webinars ● Win rate (pricing / messaging reasons), ● Average NPS score, ● Adoption rate ● Retention rate ● Content use /performance + Any shared KPIs across sales enablement, content and growth marketing ● Competitive win rate, ● battle card adoption & usage, ● sellers trained ● Days to close, ● Incumbents displaced
  • 7. DEFINE How much did we loss to competitors? 1. Competitive Win/Loss Analysis 2. Understanding the losses ● # of salespeople ● Average # of deals lost to competitors (per rep/ per period) ● Average deal size/ contract value ★ Loss reason analysis Webinars get buy-in
  • 8. DEFINE Webinars get buy-in How much can we improve with Competitive Battle Cards? Loss reason analysis to understand why “The Competitor was a better t” ➔ Positioning problem: We have a superior offering and competitive pricing, but they chose a competitor. This problem is highly likely to be either poor competitive positioning or the rep presented inaccurate information. ➔ Don't meet need or over budget: The competitor has a product or feature we’re missing, or does not have the budget. This competitor encounter requires support from other teams (i.e. product, management) 52% 27%
  • 11.
  • 12. UPKEEP Webinars People & data-driven iteration Curate new assets when ➔ Identify new competitors in sales feedback & loss analysis ➔ Track emerging competitors Implement sales feedback ➔ Identify new challenges, needs, loss reasons ➔ Track asset engagement and prioritize sustainable sales enablement content lifecycle Example: Leia, Sales Enablement Manager Has 1 hour per week for competitive enablement Block time to review competitor insights ➔ Daily: Review real-time alerts ➔ Weekly: Review sales feedback ➔ Monthly: Review monthly engagements, curate assets, trainings Update Sales Team by insight priority ➔ Essential change = Real time update ➔ Relevant change = Weekly digest ➔ Summaries & new assets = Trainings
  • 13. Webinars ADOPTION ➔ Understand role ➔ Baseline of landscape ➔ Cycle of feedback ➔ Competitive positioning ➔ Landscape knowledge ➔ Using battle cards ➔ Competitive positioning ➔ Applications of landscape knowledge ➔ Using battle cards ➔ Recording competitor encounters ➔ Recording loss reasons ➔ Planting seed questions ➔ Getting feedback