Five win-loss experts came on the Competitive Enablement Show and shared their knowledge and experience on what it takes to build win-loss programs that better enable sales, product, marketing — and the entire organization.
Here are their top six takeaways:
Your win-loss program will fail if you don’t set clear goals and desired outcomes
Working with a third-party win-loss provider is almost always a better option than going it alone
A purely quantitative win-loss program is only effective if you have clean, reliable data (and a lot of it)
Know your audience and keep them in mind at every stage of your win-loss program
Win-loss is not a witch hunt looking at individual performance
♂️ Don’t wait to be tasked with win-loss by someone else — do it proactively.
For a deeper dive into these takeaways, including quotes from, and links to, all the expert interviews, head to our blog.
And if you’re short on time, watch this video and hear me spit out all six takeaways in under 60 seconds!
Battlecards: you don’t have to build them on your own!
Find the best intel. Make it usable. Communicate it clearly. Continually iterate and keep it up to date.
That’s a lot to put on one (computer-assisted) human.
That’s why Klue’s Competitive Enablement Consultants Sylvia Rayner and Hunter Sones want everyone to know that you don’t have to do it on your own!
“You don’t need to be creating everything yourself. The onus is not on you at all points in time to build and source sales collateral. Tap on the relevant teams that complement the work you’re doing.”
Take customer marketing for example. They’re building the case studies, their collecting customer quotes — both of which are important proof points to include in your battlecards.
Work with them to get an understanding of what quotes and stories exist and where that information lives. Then, together, you can start mapping out which quotes work best with different use cases.
A well-timed quote from a customer in a similar context to that of your prospect can tip a deal in your favour.
Watch, listen and read more about the advice Klue’s Competitive Enablement Specialists dish out.
Coffee & Compete Community Corner
A thousand-mile journey starts with a single step. And that first step is often the hardest one to take.
Building battlecards, we assure you, is not as challenging as a thousand-mile journey on foot. Still, getting started can seem daunting.
Luckily, our Competitive Enablement Manager Brandon Bedford knows a good place to start.
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.
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