Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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

196 views

Published on

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
  • Be the first to comment

  • Be the first to like this

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

×