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


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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.

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

  1. 1. 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
  2. 2. Webinars Industries are becoming more and more competitive while landscapes are getting crowded with overlapping players.
  3. 3. Webinars
  4. 4. 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
  5. 5. 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
  6. 6. 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%
  7. 7. DEFINE Webinars
  8. 8. Webinars
  9. 9. 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
  10. 10. 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
  11. 11. Webinars