Competing in an insanely competitive market, Win-Loss Analysis Resources, Objection Handling

The 30-thousand-foot view versus getting in the weeds.

Anyone looking to bring long-term strategic value and day-to-day execution to their organization needs to do both. 

Our goal on the Klue content team is to give our audience the right mix of both.

And without patting ourselves on the back too much, that’s exactly what we have on offer for you today in Coffee & Compete

We’re diving into:

How Amex GBT competes in an insanely crowded market

The most inspirational win-loss analysis quote I’ve ever heard

Three compelling arguments for starting a competitive intelligence program

Buckle up,


How to prioritize competitors when you have literally hundreds of them

chelsea pula competitive intelligence

Different verticals, across different regions, all around the world — Amex Global Business Travel (GBT) has competitors everywhere.

Unless your compete team is a small standing army, you’ll need to strategize which competitors deserve the biggest share of your attention.

Tasked with this feat is Chelsea Pula, Senior Manager of Competitive Intelligence. She joined the Competitive Enablement Show this week to tell us all her compete secrets. 

Here are the three biggest takeaways:

Categorization helps prioritization

No two competitors are exactly alike. But they’re not infinitely unique either. Find the commonalities in their offerings, size of company, or region where they operate and bucket them together. 

Become the customer to learn about the customer

It’s impossible to learn about each competitor right away. So start by deeply understanding your customer instead like Chelsea did.

“I started learning the things I would need to know to become our ICP. I asked myself: what are the things that they care about?”

Chelsea Pula – Senior Competitive Intelligence Manager at Amex GBT

Build playbooks for different competitor types

This approach gives Chelsea’s team broad competitive coverage. From there, they can build more specific collateral for competitors when necessary. 

You can take a deeper look at these three takeaways, and watch Competitive Enablement Show here

“The deliverable for win-loss programs isn’t a powerpoint deck, it’s the positive changes you can bring to the organization.”

Never have I ever heard a win-loss quote that resonated more with me.

That quote is brought to you by the Chief Growth Officer at a CX company that works with major brands like Ford, Mcdonald’s and Delta Air Lines. 

Before that, this mystery person held high-level roles at companies like Sitecore, Salsify and Adobe. At each company, win-loss analysis programs were a major driver of positive change in the organization. 

Why are we keeping mum about who this person is? Because you’re going to have to wait until the Season 3 launch of the Blindspots Podcast, hosted by Klue VP of Win-Loss Ryan Sorley to find out!

But to get your win-loss fix in the meantime, we wanted to resurface some resources to help you on your win-loss journey.

Coffee & Compete Community Corner

Not enough money. Not enough time. Not enough bandwidth.

Especially in this economy, you can expect to run into all kinds of hurdles standing up a new program. Competitive intelligence and enablement are no exceptions.

In the spirit of objection handling, our friend Dejan shared three ways you can overcome those objections

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.
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