Feedback on Value Messaging

Meeting Date
Created
Oct 15, 2022 9:20 AM
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Owner
Jason Oakley
Notebook
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Archived

I'm not able to measure the impact of our competitive program

The problem:

  • when describing the problem, maybe add the idea of CI often becoming a cost center vs a revenue driving function.
  • Could we challenge them by saying that a competitive program without measurement leads to little impact, it’s not just a perception thing
  • An interesting question to ask would be “what impact is your competitive program having on the business today?”
  • Should we specifically ask about measuring success by dept if they are supporting more than one?

Biz Impact:

  • Risk of saying the wrong things - how can you know if you competitive messaging is working?? A compass pointing in the wrong direction.
  • Not getting credit
  • If you can’t measure your impact, you won’t get budget or resources to build your team and function
  • Wasting time on the wrong competitors and projects
  • Questions:
    • What goals do you have for your CI team over the next year?
    • How do you know if you competitive messaging is working?

Personal Impact:

  • If CI is considered low impact, it’ll remain a time suck at the corner of your desk
  • If they’re passionate about doing CI, if they see it as their career path, they don’t want to just become another PMM
    • What are your career goals related to CI?

How Klue can help:

  • A minor thing, but what about adding how consumer metrics help you figure out what competitors and content is used most, so you can avoid wasting time on things that don’t provide value AND create more of the content people value.

What makes us unique

  • “Ability to compare Klue users to non-Klue users to get real revenue impact” I think reps need a bit more explanation on why our revenue impact is more real.
  • “Ability to show underlying data that backs up the analysis” 👈  What does this mean?
  • Export data - is that really unique to Klue?
  • What about the fact that we have specific user types so consumers are uniquely tracked in Klue, separate from curators
  • Would it also make sense to work the SFDC integration and data integrity stuff in here?
  • Since Klue shows the delta between Klue users and non-Klue users, is it fair to say that our impact analysis actually helps you improve your content and how you compete, whereas Crayon’s just helps you attribute revenue to your program?

Business/Personal Potential

  • Doing and saying more of what works, helps you win more competitive deals

Our content isn't getting adopted by our end users

Suggested change: [People] aren’t using our competitive [content]

The problem:

  • Should we emphasize the fact that reps are out there right now winging it against competitors, saying the wrong things, losing trust, and as a result losing competitive deals.
  • Also means that they are going to get hammered with repeat questions and ad hoc requests
  • Questions:
    • Maybe ask something about, “when was the last time you did a confidence survey? How was it?”
    • How important is it that reps use your competitive messaging? How much do they need the guidance? Who needs it most?
    • When you listen to calls, are reps using the right messaging? What happens when they don’t?

Business Impact:

  • Cost of time spent building unused content - this isn’t very strong, more of a personal impact
  • Lost deals from reps saying dumb shit
  • “Customer churn of customers that could have been saved with proper enablement” 👈  this feels like a stretch
  • “Strategic risk of not being aware of competitive landscape and major changes” 👈  how does this happen?
  • What about the fact that a competitive function that reps don’t leverage is destined to fail
  • When you listen to calls, are reps using the right messaging? What happens when they don’t?
  • How important is it that reps use your competitive messaging? How much do they need the guidance? Who needs it most?

Personal Impact:

  • Your days will be filled with monotonous ad-hoc requests and chasing down Google docs
  • You’re not taken seriously, won’t get a seat at the boardroom table
  • Questions:
    • What is the perception of CI among the sales team? Within the org?
    • How much of your day/week is spent searching for and updating Google docs?

How Klue can help:

  • Nothing to add here

What makes us unique:

  • “Universal Search (and tags) via Browser Extension and Mobile App” & “Time-stamps and name-stamps on every card” — we don’t really explain the benefit of these differentiators. Doesn’t need to be long, but the third and fourth bullets do.
  • Are Cards a differentiator?
  • What about Consumers consuming only curated insights, not raw intel?

Biz/personal Impact:

  • Higher competitive win rates, more strategic product roadmaps, more informed executive decisions
  • Greater market share from winning more business from competition
  • “Lower business risk of being blind-sided as your end users are more likely to contribute intel” 👈  this one seems like a stretch. We haven’t talked about collection up to this point.

Demo Flow:

  • What about our integrations? SFDC and Highspot for example.

Our content is scattered and not readily accessible to end users

Suggested Change: Our content is scattered and not readily accessible

The problem:

  • “I struggle to make it easy for people to access the intel they care about most.”
  • Suggested Change: People can’t access my content easily, so they don’t use it.
  • Questions:
    • Where do you build your competitive content (ex. battlecards) today?
    • What tools do you reps spend most of their time in today?
    • How often do you find reps referencing outdated content? How often do you find random copies of your content with inaccurate information?
    • How much of your day/week is spent searching for and updating Google docs?

Biz Impact:

  • Risk of duplicate or hard to find content leading to damaged trust. — seems more like a personal impact
  • Risk of losing business without understanding why — seems like a stretch
  • Risk of customer-facing teams being mis-aligned on differentiators & Risk of losing market share to a competitor that sales reps aren't best equipped to de-position — I think these could be summed up as sellers compete with incomplete or innacurate information, leading to lost competitive deals and market share
  • Add: Reps waste time searching for or creating content that could be spent selling. A sales productivity study from Docurated stated that 31% of a reps' time is spent searching for or creating content (old study but great stat - https://blog.hubspot.com/sales/salespeople-only-spent-one-third-of-their-time-selling-last-year#:~:text=According to the study%2C 31,day is actually spent selling.)
  • Questions:
    • How much time do you think your reps are wasting searching for and creating content each week?
    • How important is it that reps use your competitive messaging? How much do they need the guidance? Who needs it most?
    • When you listen to calls, are reps using the right messaging? What happens when they don’t?

Personal Impact:

  • Nothing to add

How Klue Helps:

  • “Klue is your organization's single source of “truth” for competitive content

What Makes Us Unique

  • Kluebot auto-responds to emails requesting battlecards — what’s this now?

Business/Personal Potential

  • Reduce customer churn by making content accesible to renewal teams with content — confused by this.
  • “Lower risk of customer-facing teams leveraging out-of-date intel and losing customer trust” — consider changing to “Increased seller performance through the use of up-to-date competitive content”
  • “More time through efficiencies of only having to create / maintain content once” — consider changing to “less time updating content, meaning more time to focus on other projects”
  • “Increased market share by making content accessible to product, marketing and executive teams” — this seems like a stretch

Demo Flow:

  • Should we start with CRM and SE integrations?

I don't have enough time to maintain competitive content

The problem:

  • The description is a bit confusing.
  • Questions:
    • How much of your day/week is spent searching for and updating Google docs?

Business Impact:

  • Risk of outdated content leading to damaged trust — what’s the actual impact here?
  • Risk of losing business without understanding why — not sure what this means.
  • Risk of losing market share to a competitor you haven't analyzed yet — is this due to not having time to cover competitors outside of your top 2-3?
  • Is the main idea here that wasting time on maintaining content leads to less coverage and if not done properly, decreased adoption?

Personal Impact:

  • Less time to focus on strategic work
  • Buried in manual tasks and back-office work

How Klue can Help:

  • With Klue, your content is structured in a way that makes it easy for you to maintain, and in a way that is customized to your organization's needs. Whenever new intel comes into Klue - whether that intel is found by Klue on the web, or is forwarded to you by a colleague - you're able to review the intel in Klue, and then drag and drop it into the relevant content card for updating. That card will then immediately update wherever it's being used - in all the dashboards and battlecards it's displayed in, and across all access points including CRM, sales enablement platforms, mobile app, etc. This makes it easy for you to manage content for multiple audiences and helps you ensure that everyone has the most up-to-date version of the content. This aligns all stakeholders, fosters trust in your content, and builds your reputation as the competitive expert across the organization.

What Makes us Unique

  • Board / Battlecard / Board structure of layered modular content
  • Drag-and-drop workflow from Alerts to Cards
  • Time stamps and name stamps on Cards
  • Alerts section can be reviewed and moderated by Curators first
  • Card sources

Potential Business Impact:

  • Revenue impact and competitive win rate increase via higher quality competitive content
  • More time through efficiencies of doing everything in one tool, versus juggling many
  • Lower risk of customer-facing teams leveraging out-of-date intel and losing customer trust

Demo Flow:

  • Boards / Cards / Battlecards Slide
  • Time stamps, name stamps and card sources
  • Drag and drop workflow from Alerts to Cards
  • Embeds in other content tools?