Ben Ronald · Oct 9, 2023

VIEW ALL EDITIONS

Know your sales org inside and out

Sophos has a sales force of more than one thousand sellers and support staff — making individualized sales enablement for everyone impossible.

So Max Weinstein and his team need to do it at scale. 

To get there, the right mechanisms for sales enablement need to be in place.

And for the right mechanisms to be implemented, there needs to be a deep understanding of how your sales org functions. 

“The better you understand their goals, how they’re compensated and how they’re organized, it’s going to better position you to help them be successful.”

Beyond the sales org, Max and the team at Sophos work closely with the product marketing team. 

They have a “competitive hotline”, an email account that anyone can contact and get a reply within a day or two. 

They’ve also created a form for support requests. After realizing that many requests from PMMs would be missing critical context or information, launching the form has helped close the gap. 

Mandatory fields in the request form

• • When does the request need to be completed?

• • Who’s the audience? (i.e. internal, executives, prospects)

• • What are the competitive dimensions you’re interested in?

• • What’s the format you need the research delivered in?

It goes without saying that mechanisms like this don’t appear magically overnight. 

But implementing the right mechanisms for collaboration can be the make-or-break element of your sales enablement program. 

Learn more about what’s worked for Max and team and Sophos

Revenue efficiency in competitive markets

This is my last edition of Coffee & Compete. And to mark this momentous occasion, I’ve decided to hijack the Community Corner. 

Writing this newsletter every week has been a journey.

Adam and I made a commitment to produce a newsletter that consistently brought value to our readers. 

We didn’t want to be just another newsletter with a big long list of links to different resources.

So we made it our mission to highlight the best compete content of the week and package it up in a way you wouldn’t find anywhere else. 

After 85 editions of C&C, I think we can say, mission accomplished. 

This isn’t the end of the newsletter though! The team here at Klue will keep bringing the magic. 

As for myself, I’m off to a new exciting challenge. I’ll miss my colleagues and the compete community very much. 

But I’m only ever a LinkedIn message away. 

For now, this is me signing off. 

Thank you for reading,

Ben 

Coffee & Compete Community Corner