Every company has competitors. Core competitors, secondary competitors and new competitors that pop up in a deal and need a slice of your attention. Most companies have a clunky system to stay on top of what those competitors do. A mailing list or chat channel where co-workers post links to news. Google alerts, social feeds and industry newsletters that go unread. An intranet CMS with gobs of unstructured hard to sift through info. Powerpoints that slowly grow stale on cloud drives that salespeople can never seem to find. Product marketers don't have time to dig deep through competitor websites and stay on top of everything. So how to get a handle? In this webinar we'll show you how to create a software driven process that: combines intel employees find with intel bots find from across the web drip curates new intel into competitor profiles tracks changes to your competitor's site generates email digests quickly and efficiently builds and updates battlecards connected to deeper profiles enables sales to access the most up to date battlecards via email or mobile About the Speaker Jason Smith is a 20 year product, sales and marketing centric entrepreneur with experience building enterprise focused technology companies. He co-founded and sold a 100 person digital agency to TELUS (NYSE:TU) in his twenties, helped grow Vision Critical (customer intelligence SaaS) from startup to 500+ employees as President in his thirties, took a gap year around the world with his family at 40, and launched Klue, a competitive intelligence platform for the enterprise, in his forties. Jason graduated with Honours in Marketing from UBC's Sauder School of Business, is the recipient of Ernst and Young's Emerging Entrepreneur of the Year, BDC's Young Entrepreneur of the Year, Business in Vancouver's Top 40 under 40 and is a board advisor to Garabaldi Capital, CrowdEmotion and Mobify.

1. AIPMM Webinar Series
How to Streamline Competitive
Intelligence
Deliver Fresh Intel Your Teams Can Use In Less Time

2. Jason Smith
CEO, Klue
Our Speaker

3. “As for the competition,
we’re not worried.”
Blockbuster CEO, James Keyes

4. CI at most co’s…
Collect intel via:
• Employee emails and chat posts
• External newsletters, google alerts, news, twitter and blog posts
• Active secondary research: search, website and document digging
• Active primary research: win/loss interviews
Share intel via:
• Responding to emails and chat posts
• Email digests of competitor activity; weekly, monthly
• Wiki/intranets
• PPT’s and PDF’s battlecards and playbooks

5. CI Challenges
• Emails and chat channels
– interrupt instead of being available when needed
– are in the moment then quickly forgotten (challenging to find later)
– lack curation and summary
– require time to click, read, think through so “FYI” URL’s without
summaries were often ignored

6. CI Challenges
• Wikis/intranet
– are cumbersome to use, navigate and maintain
– rarely get leveraged
– are trapped in the cycle of one person dependency  static
content  why bother visiting

7. CI Challenges
• Industry newsletters, google alerts, twitter, and social feeds
– drown inboxes, go unread, have 1 relevant story for every 100
irrelevant ones

8. CI Challenges
• PPT’s and PDF’s
– Updated infrequently
– Get lost in sharepoint and internal repositories
– Have multiple versions floating around
– Get shared externally
– Are difficult to use on mobile
– Are either too high level and lacking drill down, or too detailed and
overwhelm

9. Curators Consumers
Curators
Collect, curate
and produce
intel to
consume.
Consumers
Share intel
they discover
and consume
what is
produced.

10. Curator (Product Marketer) Pain
100’s of emails, tags, filters and folders, posts in Slack, Google Chat, RSS feeds and alerts, manually
search online for what was missed (if you ever have the time), curate, contextualize, create ppt’s,
email around another version, hope no one uses the old one or asks about a competitor you don’t
yet have a file on, keep head above water.

11. Consumer (Sales) Pain
• Waste time searching across emails, CRM, social feeds, and repositories
• Resort to duplicative “does anyone have info on…” posts and emails
• Aversion to opening 30 page ppt.’s or tracking down docs on SharePoint/Box
• Leverage old versions or skip altogether leading to misclaims and lost deals
• Educated prospects no longer tolerate misclaims and ask for details

12. Even companies at the top of their
game lack an effective CI process
– CI enablement materials housed across
Salesforce CRM, Chatter, Jive, Email
– Ad hoc repositories have sprung as
regional sales directors use their own
Box/Dropbox accounts to share
documents with their teams
– Result is sales/AEs have to search across
up to 8 different disparate technologies
(including email) for competitive
enablement materials
– Many are using extremely outdated &
inaccurate materials found in disparate
content sites or email
– Chatter to distribute competitive
enablement materials; requires heavy
searching across modality that is not
optimized for search
– Reps download CI materials to their
laptop and use for future needs
– Result is reps often leverage outdated
content, messaging, & tactics based
upon not using most current version
– Materials not optimized for mobile
environment; Reps printing off materials
to use on-the-go or limited to viewing
on laptop only
– Thousands of sales reps worldwide
segmented by BU; 50% of reps can
cross-sell technologies from other BUs
– Concern for confidential information
loss; minimize content in battlecards
– Competitive win-rates dropped

13. Need a Solution to:
• Reduce the collection and curation burden
• Combine internal and external intel
• Centralize everything yet integrate with existing systems to make
accessing intel easier
Process of collecting, curating and distributing needs to be smoothed out. As intel is
discovered, contextualize and update collateral while in the flow. Small, frequent
updates as intel reveals itself versus semi-annual herculean efforts. Less mountain,
more mole hill.
Technology can help.

14. Collection Curation Consumption
Iterative Competitive Intelligence

15. Curation
Consumption
Items are de-duped, grouped, tagged, indexed and sorted
for relevancy algorithmically
Human curators further sift and have the final say in
promoting the good stuff
Machine
Learning
Human
Klue 1
Klue 2
Klue 3
Feed + Digests
Competitor
Competitor
Competitor
Profiles + Battlecards
Battlecard
Battlecard
Battlecard
Distribute intel via:
Collection
Bots Collect Via
Licensed API’s & Scraping
Co-Workers Share Via
Email, Extension & App
Email
Salesforce
Internal
Sources
Chatter
Yammer
Sharepoint
Slack
Box
Dropbox
Drive
Competitor Sites
News/Press/Blogs
Associations
Job Boards
Google AlertsLinkedIN
Online Advertising
External
Sources
Conferences
Glassdoor
YoutubeTwitter
Review Sites

16. Profiles + Battlecards
Profile
Battlecard

17. Activity Feed + Digests
Summary digests
Email into Feed
Klue Button into Feed
Kluebot scours 3.5m sources

18. Show me!

19. Streamline CI By…
Helping Curators:
• Centralize multiple streams of
intel from inside and outside
the co. into into one place
• Curate + update easily
• Distribute in web and mobile
ready formats
Helping Consumers
• Share/comment/contextualize
intel easily
• Access fresh, relevant insights
easily (email bot, get
battlecard)

20. We help companies combine intel shared by employees with
intel collected across the web into private, curated hubs of
competitive knowledge. Feeds, email digests, profiles and
battlecards can be created and curated in Klue then
distributed to platforms your teams use now.

21. Upcoming Webcasts
Emotional Intelligence for Product Managers
August 26, 2016
WWW.AIPMM.COM/AIPMM_WEBINARS
AIPMM Webcast Series:
http://aipmm.com/aipmm_webinars
Topic Suggestions: support@aipmm.com
Announcements: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification/