That’s why we were excited to have Chris on the pod, to break down the essence of what Competitive Enablement is and can be.
Here’s how Chris explains the difference between competitive intelligence and Competitive Enablement: “The difference between Competitive Enablement and Competitive Intelligence is CE allows for continuous and open knowledge sharing between teams, producing content and insights that move the needle. The old way of doing things (CI) is just a one-way street where an analyst blasts info they’ve come across to the entire organization and then forgets about it the moment after it’s sent.” Some of the other best takeaways from the pod:
Chris explains how Juniper’s sales team content & utilization rate has grown upwards of 187% since he launched his program
Why setting realistic expectations is crucial in getting leadership buy-in to your program.
How companies that store competitive content in 10+ different places are doing it all wrong.
And his best advice for starting a competitive program at the enterprise level.
Spoiler: Step 1 is to listen to the keynote speakers from Klue’s Competitive Enablement Summit.
Here’s are the lessons Brandon drew from this thread — lessons applicable to competitive enablement professionals everywhere:
Network effects are unstoppable
Building a community of advocates is critical if you want to dominate your category. Advocates that don’t just “like” your product. Ones that love it. Those that will champion on behalf of your product. Advocates that will put their reputation on the line for your product. THAT is powerful.
⚡️ Competition can change overnight ⚡
Whether or not Stripe conspired with Fast is beside the point. The reality is that with >$100m of new funding, Bolt had to compete with ANOTHER formidable opponent. Be prepared for your competitive landscape to grow unexpectedly. Sub-lesson here – funding matters. Money is fuel, and you’d better have enough fuel to hit escape velocity.
People love a good story
Regardless of the veracity of Ryan’s claims, this is blowing up on Twitter. Bolt is surely getting a ton of eyeballs. There are many speculating that perhaps Bolt doesn’t actually believe these things, and that this is one of the most masterful guerrilla marketing campaigns of all time.
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