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Adam is joined by Movista's Sr. Director of Product Marketing Brad Lawless to talk about how the Competitive Enablement Maturity Model has helped him build his compete program up from the ground. In just 5 short months, Brad has implemented reporting, expanded the scope of his role, and hired a new employee along the way. Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://klue.com/newsletterHost: Adam McQueenProducer: Ben Ronald Timestamps(02:36) Why Brad loves the Competitive Enablement Maturity Model(07:21) Progress made from Day 1 to now(11:09) The road to adding headcount(15:52) Starting from the basics(21:39) Measuring Competitive Enablement success(26:42) Measuring sales engagement(29:03) Starting with sales(32:17) Enabling other teams with Competitive Enablement(39:16) Onboarding made easier with the Maturity Model?(43:46) Why compete programs need to use a Maturity ModelAbout Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam and Ben revisit a 2021 article in which Adam looked at the battle between Beyond Meat and Impossible Foods. But we got it wrong. Actually, Beyond and Impossible aren't competing against each other — they're taking on the entire meat industry. In this episode, we dive back into the battle and look at both companies' go-to-market strategies.Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://klue.com/newsletterHost: Adam McQueenProducer: Ben Ronald Timestamps(2:41) What we got wrong the first time around(6:48) Beyond and Impossible GTM strategies(12:32) Getting onto restaurant menus(17:36) The limitations of education your consumers(23:56) Focusing on the core message(28:04) BoFU Messaging(32:34) What it would take for Adam to eat less meatAbout Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Slack's Sr. Product Marketing Manager Clara Smyth and Klue's Competitive Enablement Manager Brandon Bedford for this month's edition of Competitive Enablement LIVE. The trio dive into the reporting and best practices that build the foundation for a successful compete program. Best of all, we hear from friends of the Competitive Enablement like Airtable's Alex McDonnell and Pierre Hiller from Veeam Software as they jump on the mic to share their comments and questions.Timestamps(08:31) Clara's reaction to PMA's State of CE report(11:13) Why CE reporting saved Clara's career(12:57) Where you should focus your reporting efforts(17:24) Why stakeholder engagement is key to success(22:49)The rapid response approach(25:17) Dealing with ad hoc requests(29:29) Sharing your prioritization efforts with the org(32:50) Doing things that don't scale(36:40) Why a sales first approach is key to success(37:38)Mastering tactical deal support(38:57 )Proving impact to sales reps(53:47) Tiering your competitorsWatch past episodes of Competitive Enablement LIVE here Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://klue.com/newsletterHost: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by six Competitive Enablement experts on Day 2 of SCIP IntelliCon 2022 for Part II of our two-part series. The experts talk about common mistakes CI professionals need to stop making, their favourite speaker session, how the profession has evolved and more. Timestamps:(0:45) - Cam Mackey, Executive Director at SCIP(4:22) - Dustin Ray, Head of Intelligence at Datto(6:35) - Pierre Hiller, Sr. Director of Competitive Intelligence at Veeam Software(9:34) - Justin Topliff, Head of Competitive Intelligence at Highspot(13:16) - Zaven Gabriel, Sr. Manager of Competitive Intelligence at Culture Amp(15:32) - Dan Hamiton,  VP of Competitive Intelligence at SalesforceHost: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
We're doing it LIVE(ish) from IntelliCon 2022 in Minneapolis, Minnesota. Adam is joined by some of the absolute best pros in Competitive Enablement and Competitive Intelligence, including Ellucian's Lisa Goldberg, Highspot's Ashleigh Eisinger, Klue's Jason Oakley, DoubleCheck Research's Ryan Sorley, Coca Cola's Nadeem Khan, Commvault's Matt Tyrer,  Imperva's Pat Wall, Milestone Systems' Alex Knapik and Evalueserve's Erin Pearson. Adam picks all of their brains on topics like how the profession has evolved in the last ten years,  what advice they would give their younger selves, and some of their biggest takeaways from SCIP IntelliCon so far.Timestamps(00:45) Lisa Goldberg, Ellucian(02:54) Ashleigh Eisinger, Highspot(05:23) Jason Oakley, Klue(07:39) Ryan Sorley, DoubleCheck Research(11:35) Nadeem Khan, CocaCola(13:48) Lisa Goldberg Redux, Ellucian(14:43) Matt Tyrer, Commvault(16:38) Pat Wall, Imperva(18:04) Alex Knapic, Milestone Systems(19:04) Erin Pearson, Evalueserve(20:30) Day 1 Wrapup with Klue's Adam McQueen and Jason OakleyHost: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by ClickUp's Head of Competitive Intelligence Andrew McCotter-Bicknell to talk about Andrew's first 90 days in his role at ClickUp and shares his biggest learnings. Adam and Andrew dive into why consistently publishing content early on in your tenure is a smart move, why not getting enough feedback before creating sales collateral is a bad move, and why the fast-food chicken sandwich wars is one of Andrew's favourite examples of competitive messaging.Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://go.klue.com/newsletter-subscribe Timestamps(02:53) Atlassian's swipe at ClickUp(08:17) Calling out your competitors(11:23) Landing the job at ClickUp(16:57) Andrew's first project (22:15) The importance of non-product differentiators(27:22) Identifying non-product differentiators(33:48) Getting organizational buy-in(38:33) Early wins and traction in the first 90 days(51:51) Reporting on Competitive SuccessHost: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by best-selling author David Priemer and Enterprise Sales Leader at Klue Alex Cook for this month's edition of Competitive Enablement Live.  David dives into his 5 Tips for Selling Against Your Competition in competitive deals, with real-life examples from Alex shared throughout the conversation.Subscribe to our weekly Coffee & Compete newsletter to find out how you can participate in next month's Competitive Enablement Show LIVE. (00:00) Welcome to Competitive Enablement Live(07:46) Inspiration and Empathy in Selling(13:46) Handling Objections and Rejections(18:21) Asking Questions to Reveal Competitive Intelligence(24:08) Bashing Your Competitors(30:39) Inoculation Theory in Selling(37:37) Ramping New Sellers for Competitive Deals(42:47) Using Discovery as a Competitive Resource(48:38) Incorporating Belief Statements in Competitive Deals(53:37) Defining Positioning and Messaging.Host: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Klue's Content Writer, and Producer of this podcast, Ben Ronald to dive into this month's edition of VERSUS in HBO VERSUS Netflix.  Ben lays down his argument for why HBO's brand identity of producing consistently outstanding content, combined with HBO Max's growing library of content, will propel HBO's streaming service into top spot ahead of Netflix within the decade. Make sure to sign up for or our weekly Coffee & Compete Newsletter to be the first to read the written version of HBO VERSUS Netflix. To subscribe, visit https://go.klue.com/newsletter-subscribeTimstamps:(02:45) Netflix and HBO come into direct competition...twice(08:19) Netflix starts producing original content(14:03) Measuring success as a content producer(19:02) HBO's and Netflix's brand in one sentence each(22:18) HBO's competitive moat(25:06) Ben's favourite Love is Blind character(27:33) VCs and content producers(30:32) When art and business collideHost: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Red Hat's dynamic competitive enablement duo Ben Scheerer and Pete Codevilla to talk about how they enable a sales team of more than 5000 sellers across the globe at the enterprise level. They dive into the importance of providing the right competitive content at the right time to the right people, how measuring usage and adoption metrics lets them build better content, and how to build the best battlecard setup.Timestamps:(02:06) - Enabling a salesforce of thousands (11:41) - Establishing different differentiators for different personas(13:36) - Enabling new sellers with essential content(19:09) - Using analytics to fills gaps in competitive content(27:42) - Key stakeholders to tap when creating content(33:20) - Must have content for sales battlecards(41:26) - The Holy Grail KPI for compete leadsDon't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://go.klue.com/newsletter-subscribeHost: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Benevity's manager of growth and market intelligence Tara Scott to discuss the opportunities and challenges of competing as a market leader. Tara talks about their journey from earning dual English Lit degrees to becoming a product marketer and landing in their current role in charge of competitive at Benevity — the market leader in Corporate Purpose Software. Timestamps:(01:36) - Tara's career journey from English Lit. to Competitive Enablement(08:46) - Tara's advice to Competitive Experts everywhere(13:15) - Why enabling sales first is a winning strategy(16:35) - Building, scaling and managing expectations for your competitive program(18:55) - The value of networking for your competitive program(21:19) - How Benevity competes as a market leader(24:32) - Cutting down on competitive chaos and anxiety within the organization(27:33) - The importance of having a competitive enablement platform(29:22) - The blessings and curses of being a market leader(36:46) - Prioritizing competitive content for specific competitorsDon't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://go.klue.com/newsletter-subscribeHost: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Federico Jorge, founder at Stack Against, for this month's installment of Competitive Enablement LIVE! Federico and Adam dive into what makes for a killer comparison page that sets your company apart from the competition. They answer questions from the audience about the dos and donts of a comparison page and even walk through two real-life examples of pages built by Federico. (Links to the comparison pages below). Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://go.klue.com/newsletter-subscribeComparison Pages:https://signaturely.com/docusign-alternative/https://processkit.com/asana-recurring-tasks/Host: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
On January 8th, 2022 BlackBerry closed its phone service for good. Meanwhile, during that time Apple has emerged as the smartphone market leader within North America, generating just under $39 billion in 2021 on iPhone sales alone.So, how the heck did Blackberry rise and fall as the pre-eminent smartphone in a blink of an eye, and what did Apple do to erase their biggest competitor? Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://go.klue.com/newsletter-subscribeHost: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Imperva's Head of Competitive Intelligence Pat Wall to talk about how to compete and differentiate in the ultra-competitive cyber security space. Pat and Adam dive into what makes or breaks a deal in the scorching hot cyber security industry. Pat's take on why mud-slinging is the wrong sales tactic. The importance of partnering with sales. How Pat enables his HR and Marketing teams with competitive intelligenceAnd much more.Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business. To subscribe, visit https://go.klue.com/newsletter-subscribe Host: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Klue's own Competitive Enablement Manager Brandon Bedford in the first installment of our new series, Brandon Builds a Competitive Enablement Program. In this episode, Brandon shares his take on the importance of building a Seller Confidence Survey and how he designed the internal survey he sent to Klue's Sellers. Brandon and Adam dive into:Why seller confidence might be the most important metric for a competitive programThe most important questions to ask and how to ask themEarly results from Klue's own seller confidence surveyAnd what Brandon plans on doing with the findingsBradon will be joining the pod every month to share his progress on what it's like to build a competitive enablement program for a competitive enablement company. Host: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Product Marketing Manager at LeadIQ Mitch Comstock, Account Executive at Klue Qayam Noorani, and hundreds of other guests for our second-ever Competitive Enablement Show LIVE! Mitch and Q answer questions from the audience on topics like:How product managers and sellers can work together to crush the competition, Where to find the best competitive intel to win more deals,And what makes for a compelling competitive newsletter. Subscribe to our weekly Coffee & Compete newsletter to find out how you can participate in next month's Competitive Enablement Show LIVE. Host: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Adam is joined by Chris Agnoli, Competitive Enablement Lead at Juniper Networks, to talk about what it's like to create a highly successful competitive enablement program — from scratch — at the enterprise level. Chris is a true pioneer in the world of Competitive Enablement. Hear Chris and Adam dive into:The differences between the old way of doing competitive intelligence and why competitive enablement is the wave of the future.Why it took 7+ months for Chris to get his Competitive program up and running.The key steps he took to make Juniper's Competitive Enablement program what it is todayAnd his essential advice for anyone looking to start a Competitive Enablement program at companies of any size. Timestamps:(02:45) — How Chris carved out an entirely new function at Juniper Networks(08:32) — Identifying which business units need Competitive Enablement the most (14:45) — The importance of having a centralized system of record for Compete(20:17) — Challenges of implementing a new program in a Covid-world (25:10) — The old way of doing CI versus the new way: Competitive EnablementHost: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
We're kicking off Season 2 of the Competitive Enablement Show with a bang (or a bolt). Every month, we're going to be taking a look at some of the fiercest competitions between iconic brands. For this month's instalment of Klue's VERSUS Series, we dive into how Tesla is losing ground to carmakers like Volkswagen in the battle for electric vehicle supremacy. Host Adam McQueen is joined by Klue's Content Writer (and producer of this podcast) Ben Ronald to learn more about the research he did for this edition of the Versus Series. Adam and Ben dig into Tesla's current competitive advantages and how they might be in jeopardy. What legacy carmakers like Volkswagen have going for them in the battle for EVs. Why this is even a topic in the first place. And the risks and rewards of having Elon Musk as your CEO. For more info on this topic and more, head to our website. Host: Adam McQueenProducer: Ben RonaldAbout Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
It’s been an incredible first season of the Competitive Enablement Show.So we wanted to do a little year-in-review, and stitch together some of our favourite moments from season 1.The first interview clip you’ll hear is actually the very first question from the very first episode way back in April. And if you stick around right to the end, you’ll hear from of Ben and Adam’s less bright moments. So sit back, or keep walking, or keep cleaning, or whatever you do while you listen to podcasts. And please enjoy the Best of Season 1 of the Competitive Enablement Show. Host:Adam McQueenProducer:Ben RonaldGuests:Alex Organ (1:40) Justin Topliff (2:55)Clara Smyth (5:39)Ryan Sorley (7:56)Alex McDonnell (9:48) Nick Larson & Brandon Bedford (13:52)Anthony Iannorino & Jacob Gebrewold (16:30)Natasha Narayan  (18:20)Scott Kim (21:46)Fiona Finn (24:04)
Adam is joined by Alex McDonnell, Market and Competitive Intelligence Lead at Airtable, to dive into Alex's journey as a competitive expert throughout his career. Prior to his time at Airtable, Alex built the competitive program at InVision from the ground up, spent several years at Eigenworks leading win/loss research for clients in the B2B space, and has now recently launched a course called Competitive Intelligence Certified with our friends over at the Product Marketing Alliance. Learn more about how you can get CI Certified hereAdam asks Alex about his favourite parts of building a CI course, how to get your compete program off the ground, why ad hoc requests don't have to bog you down, and his best practices for role-playing exercises.  Make sure you subscribe to Klue's Coffee & Compete newsletter to get your weekly dose of competitive enablement content in 5 minutes or less. You'll also get a monthly article diving into famous competitors like Impossible Foods and Beyond Meats. Coming up in December, we take a look at the battle for electric vehicle supremacy and why it's no longer lonely at the top for Tesla. Host: Adam McQueenProducer: Ben RonaldAbout Klue:Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
We're doing it live! Adam is joined by Ryan Sorley, Founder and CEO at DoubleCheck Research.  This episode was recorded as part of our first-ever Competitive Enablement Show live AMA on how to make sure you're nailing your next win-loss interview and seting your win-loss program up for success. Thanks to some excellent questions from the audience, Adam and Ryan dive into:What makes for a successful win-loss program and how to avoid some common pitfallsThe tone you should set for your interviews and the important prep work you can do beforehandThe role sales teams play in your win-loss programAnd how one particular clothing choice led to a million-dollar deal falling through Make sure you sign up for our newsletter to get your weekly dose of competitive insights and to be in the loop for our next Competitive Enablement Show Live AMA. Host: Adam McQueenProducer: Ben RonaldAbout Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Comments (1)

Dustin White

Great episode! Is there a part 2 to this conversation where we can hear the rest of it?

May 3rd
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