We all want competitive sales success. But how we get there?
We know that successful organizations must have product-market fit, build trust, and deliver an amazing customer experience. Sounds easy, right? Surprisingly, there are a lot of organizations missing out on using competitive intelligence data to improve their close rates.
From marketing to sales to customer success, competitive intel can shape sales conversations from pre-deal all the way through onboarding.
Join us as we walk you through achieving alignment and strategies to leverage competitive intelligence.
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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
6. DEFINE
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â Win rate (pricing / messaging reasons),
â Average NPS score,
â Adoption rate
â Retention rate
â Content use /performance
+ Any shared KPIs across sales enablement,
content and growth marketing
â Competitive win rate,
â battle card adoption & usage,
â sellers trained
â Days to close,
â Incumbents displaced
7. DEFINE
How much did we loss to competitors?
1. Competitive Win/Loss Analysis
2. Understanding the losses
â # of salespeople
â Average # of deals lost to competitors (per rep/ per period)
â Average deal size/ contract value
â Loss reason analysis
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get buy-in
8. DEFINE
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get buy-in
How much can we improve with Competitive Battle Cards?
Loss reason analysis to understand why âThe Competitor was a better ďŹtâ
â Positioning problem: We have a superior oďŹering 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.
â Don't meet need or over budget: The competitor has a product or feature weâre missing, or
does not have the budget. This competitor encounter requires support from other teams (i.e.
product, management)
52%
27%