Enabling competitive wins

Sales enablement

Competitive intelligence, analysis, and positioning are a constant in my marketing career. Without understanding the alternatives you can't build a strong value prop. It's that simple.

This example is pretty old, but the framework is timeless. I've redacted the confidential details, even though they're outdated. But you can see the framework. A simple cheat sheet for your sales teams and your BDRs with qualification questions, key messages, and competitive positioning. Today, if you already have a solid body of content, AI could draft this in no time. This works for any sales team in any industry. There are always alternatives to your solution, even if those alternatives are "do nothing".

I've done similar work quite recently, although with better technology support. For example, at Enel North America, I helped revamp the competitive intelligence program and implemented Klue to help with that. We could then deliver the key messages right into Salesforce CRM where the reps spent (in theory) every working hour of every working day.