Compete pros and product marketers are some of the hardest-working people you’ll ever meet.
Always pushing for excellence and striving for perfection.
But since there IS no such thing as perfect in the world of compete, these pros have a lot of worries on their mind.
As Homer Simpson so eloquently put it, “We’re not none of us perfect.”
So step one is taking a bit of pressure off yourself.
But let’s see what we can do to help you sleep better at night in today’s edition of ☕ Coffee & Compete
We surveyed compete pros to ask what’s keeping them up at night.
We took the top five answers, and put together some tips and resources to help you rest easy.
Let’s roll,
Ben ✌️
Five things keeping you up at night
1. Low adoption
- Your content doesn’t matter much if it doesn’t get used. At worst, it gets pretty hard to justify time and money spent on compete if no one notices
Steps you can take to increase content adoption
- Communicate far and wide about the content itself
- Make it findable
- Explain why it matters
Resources:
✍️ Read our blog for the Low-Down on Low Content Adoption and How to Fix it
️And watch Ashleigh Eisinger break down what she does to increase adoption
2. Stakeholder buy-in
- Some stakeholders don’t need any convincing about the value of competitive enablement. Others need a whole bunch — especially when you’re asking for budget.
Steps you can take to build organizational buy-in
- Build a 30-60-90 day plan
- Set clear KPIs and report back on them
- Overcommunicate about what your compete program is up to
Resources:
️Learn how Tracy Berry launched a compete program in 90 days
Download our 9 key steps to establish a compete program
3. Content creation
- What kind of content do I create? Who needs it? Where do they need it? And how the hell do I keep it all up to date?
Content creation basics
- Write a regular (weekly, bi-weekly, monthly) competitive intel newsletter
- Interview your stakeholders to identify gaps in your compete content
- And build battlecards to fill those gaps
Resources:
✍️ Avoid these four common battlecard-building mistakes
Watch Dave Washer break down 5 laws of highly effective battlecards
4. Sourcing intel from the field
- We’ll scream it until we’re blue in the face: THE BEST INTEL COMES FROM INTERNAL SOURCES. So how do you unlock it?
Internal intel sourcing best practices
- Creative a #competitiveintel channel in your internal messaging platform
- Moderate it closely; ask questions, thank others for sharing
- Give public shoutouts to intel sharers in your competitive intel newsletter
Resources:
️ Learn how to enable veteran sellers with competitive intel
✍️ The ten most important internal and external sources of intel
5. Staying on top of emerging threats
- Sh*t moves fast. New competitors doing new things; old competitors doing new things AND getting better at the old things.
How to stay on top of emerging threats
- Get a compete platform (I know just the one) that makes it easy to collect intel and triage the important stuff
- If you don’t have the budget, get your Google Alerts set up
- Follow your competitors, analysts and industry influencers on social media
Resources:
️See how AmexGBT competes in an insanely crowded market
️ Learn how to carve out a GTM advantage with competitive intel
Coffee & Compete Community Corner
After a two-week stint in Bali, Brandon Bedford is back baby!
If content creation, stakeholder engagement and adoption are top of mind for you (and we know they are) check out how Brandon breaks down his battlecard GTM.
Genuinely one of the best sources for everything competitive enablement on Linkedin, click the post below and give Brandon a follow — you will NOT regret it.
Thanks for reading this week’s edition of Coffee & Compete. 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 Coffee & Compete, be a good friend and tell them about us. |
