Paul · Feb 6, 2022

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“This might be the best top 10 I’ve seen since David Letterman went off the air,” – Anonymous

⭐️ Competitive Enablement Show LIVE ⭐️

 But you also lose sometimes
 

If you missed this month’s Competitive Enablement Show LIVE webinar, you really missed out. 

And you’ll never, ever see it again!

Just kidding, we’ve got the full recording AND the full audio for you to enjoy.

(But seriously, you can’t miss the next one.)

This past week, host Adam McQueen was joined by Product Marketing Manager at LeadIQ Mitch Comstock, Account Executive at Klue Qayam Noorani, and hundreds of other guests for our second-ever Competitive Enablement Show LIVE! 

Mitch and Q are two of the best PMMs and competitive sellers in the game.

They share their expert takes on:

• The most valuable sales collateral sellers need at each part of the buyer cycle.
• Where to draw the line when it comes to competitive intel ethics.
• How to identify which competitors are also in the deal.

A big thank you to everyone who joined live, came on camera to ask their questions, and sent questions beforehand. 

Make sure to click the ‘Watch Now’ button to watch the whole session.

You can also give it a listen on Apple Podcasts, Spotify, or wherever you get your podcasts. 

And keep your eye on our social channels to register for next month’s live event. 

Where Does Competitive Enablement Fit in the Org Chart? 

You’re already tired of my voice by now.

So I’m going to turn it over to Klue’s Competitive Enablement Manager Brandon Bedford for this week’s edition of…

The Klue Diaries: Competitive Musings from a Competitive Expert

Where does Competitive Enablement sit?

This is a real slide that I presented when I was interviewing for the competitive enablement role at Klue. In fact, I defined the role myself.

After partnering with hundreds of organizations (and speaking with thousands more) we’ve learned that Competitive Intelligence / CI typically sits as a TASK within the Product Marketing team.

There are 3 problems with this:

Compete becomes a hot potato that no single PMM wants to fully own.
➡️ Compete becomes an after-thought, lower on the priority list than product launches, customer marketing, etc
“Competitive Intelligence” is siloed and disconnected from sales and revenue teams

Enter Competitive Enablement.

CE sits within the Product Marketing team at Klue. But it’s a specialized role that fully owns compete — from intel collection, to analysis, to revenue *enablement*. CE works closely with sales and revenue enablement, but also CS, product, and strategy.

Interestingly, we see many of our Enterprise clients (>5000 employees) adopt a similar structure, but many fast-growing growth-stage companies (1000 – 5000 employees) are letting Compete get muddled in with myriad PMM tasks…

= PMMs are stretched thin as-is. Foster specialization within your team. Create a Competitive Enablement position.

Thanks for reading this week’s edition of the Coffee & Compete Newsletter. As always, please reach out to me and the rest of the team with your thoughts and feedback. 

And If you know someone who isn’t already subscribed to the Coffee & Compete Newsletter, be a good friend and tell them about us.