- The competitive landscape is becoming very hard to manage.
- Leadership assigned a budget to prioritize Competitive Intelligence (CI).
- They are looking at multiple tools.
- What do you mean by “the landscape is very hard to manage”?
- Who are the primary competitors you need to track? How many?
- Are you losing competitive deals?
- Why are you losing those deals? Is it close? Is your sales team not equipped to deposition the competition? Address objections, landmines, etc.?
- What’s the feedback been from sales?
- What’s your competitive win rate? Do you a target in mind for next quarter?
- PMM does competitive mainly on their own with the help from sales enablement sometimes.
- Not looking at CI as much as I’d like. Why? What takes priority over it?
- Battlecards are over 6 months old and out of date. Is anyone using them? Why do you think not?
- Battlecards are mainly slide decks
- CI program isn’t really a program, very ad hoc. What would envision your ideal CI program looking like?
- Give all materials to the VP PM to help get the content to sales
- I don’t have any KPIs, hard to measure success
- I rarely sit in on sales win/loss calls
- What happens if you don’t fix your CI program? What’s the risk?
- Wants something in place in the next two months for the next quarter
- Budget has been allocated by management
- What’s driving your timeline? Is there any consequence if you can’t hit that deadline?
- What is your budget?
- How are you going to measure the success of this program?
- Salesforce, Google, Slack, Highspot
- Ask enablement person: where does the sales spend most of their day? In what tool?
- How are they using Highspot? Have you tried putting battlecards in there? Why didn’t it work?
- What are the primary criteria you’re going to be using to compare solutions? What’s most important to you?
- Can we try ranking that list?