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...
Dec 22, 2021•29 min
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 mo...
Dec 10, 2021•51 min
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 pitfalls The tone you should set for your interview...
Dec 03, 2021•52 min
Adam is joined by Natasha Narayan , CEO & Co-Founder at IcebergIQ , for the first-ever in-person recording of the Competitive Enablement Show from Klue's downtown Vancouver office! IcebergIQ is a consultancy that helps B2B software companies learn and improve their Go-To-Market strategies through candid conversations with their customers and prospects, like churn analysis and win-loss interviews. She chats with Adam about what makes churn analysis so valuable, some of the differences between...
Nov 25, 2021•32 min
Adam McQueen is joined by Nick Larson, Product Marketing Manager at Bananatag (soon to be Staffbase), and Brandon Bedford, Account Executive at Klue , to share their expertise on building a competitive intel newsletter that people actually want to read. They take Adam through their best advice for getting your competitive newsletter off the ground, why knowing your audience is everything, what kind of newsletter content resonates most, and how to have a little fun along the way. Timestamps: 00:0...
Nov 12, 2021•46 min
Adam McQueen is joined by Fiona Finn, Director of Product Marketing at Unbounce, to talk about how she scaled the influence of Unbounce's competitive program across different teams in the organization. Fiona shares her best practices for a phased approach to building a competitive process, hot tips on how to get leadership and cross-functional partners to buy in, and how the product and UX teams at Unbounce weave competitive intelligence into everything they do. For even more insights from indus...
Oct 22, 2021•37 min
Adam is joined by Mark Balkenende, Sr. Director of Product Marketing at Matillion, to share the biggest lessons he's learned about succeeding as a competitive team of one. In this episode, Mark shared who he prioritizes first when starting his competitive enablement program, the secret sauce behind creating quality battlecards, and how to use data to prove the output of your efforts. For more competitive content, check out Klue's inaugural 'Competitive Enablement Summit' on Oct. 27&28. Host:...
Oct 06, 2021•23 min
Adam is joined by James Doman-Pipe, Sr. Product Marketing Manager at Remote, to talk about why many companies fail to stand out from their competitors. In this episode, James shared some of his best and worst stories of trying to differentiate in the market when launching a product, the lessons he learned from these experiences, and what it takes to actually stand out in a crowded market full of competitors. Follow James' newsletter 'Building Momentum' here, it's a must-read for any PMMs. Keep y...
Sep 23, 2021•43 min
Adam is joined by Clara Smyth, Sr. Product Marketing Manager at Slack, to talk about her experiences launching and scaling different competitive enablement programs in her career. In this episode, Clara shared why internal trust is critical for your competitive program to succeed and how she achieves this at Slack, what pillars she established during her time at iCIMS to scale their competitive program, the biggest lessons learned in her career, and Clara also spills the beans on what really get...
Sep 15, 2021•44 min
In this episode of The Marchitect podcast, Udi Ledergor, CMO at Gong, and Jason Smith, CEO at Klue, share their approaches to interlocking sales and product marketing. They also get into how to build organizational alignment from the top-down, why product marketing must work with sales in order to create the best messaging for them, and Udi's aspirations to become a magician! Host: Adam McQueen Production: Grayson Ottenbreit Check out past episodes and more great compete content like the Competi...
Sep 09, 2021•31 min
Tamara Schebel, VP of Product at Klue, joined the Product Marketing Life podcast to talk about the best ways to start and scale your competitive enablement program. In the episode, Tamara shares how to put together a 'competitive plan' before launching your program, where to begin finding information, and why earning sales trust and executive support is essential when scaling your efforts. Don't forget! Save the date for Klue's 'Competitive Enablement Summit' on Oct. 27&28. There'll be plent...
Sep 02, 2021•44 min
Adam is joined by Dave Barker to share his best strategies for collecting competitive intel. In the episode, we got into how Dave finds quality competitive intel internally and externally within the mountain of information available, and how he presents these insights collected for different audiences. We also got into the best questions you should be asking in your win-loss program and how that fuels your competitive program. Keep your eyes peeled for Klue's inaugural 'Competitive Enablement Su...
Aug 26, 2021•31 min
Guest host Jacob Gebrewold is joined by Anthony Iannarino to discuss his book 'Eat Their Lunch: Winning customers away from your competition'.In the episode, Anthony shares why pricing isn't the reason a seller loses deals, the value of group coaching to improve a sales team, and what to do on a call before immediately diving into your product.Grab your copy of Anthony's book here. Host: Adam McQueen Production: Grayson Ottenbreit Check out past episodes and more great compete content like the C...
Aug 05, 2021•41 min
Adam is joined by Maggie Kullman, Product Marketing Manager @ Clari, and Ryan Sexauer, Revenue Enablement Manager @ Clari, to share how they established a competitive program that proactively supports sales. In the episode, we also talked about the strategies Maggie used to build a competitive culture at Clari, the partnership between competitive intelligence and revenue enablement, and how they tiered out their competitors across different markets. Host: Adam McQueen Production: Grayson Ottenbr...
Jul 22, 2021•42 min
Adam is joined by Chris Janiszewski, Director of Market Intelligence @ UiPath, and Lisa Kalner Williams, Product Marketing Manager @ Agorapulse, to share the steps they took to shift their competitive enablement program from reactive to proactive. In the episode, we talked about how to map and prioritize your competitive landscape, what strategies Chris used to enable his reps to handle a competitor drastically cutting their prices, how Lisa learned that customer success teams were dying for com...
Jul 16, 2021•53 min
Adam is joined by Colby Kennedy, Product Marketing Manager @ Reputation, to share his best tactics for training sales to use competitive intelligence during a deal. In the episode, we talked about the starting point for Colby’s competitive program, what he’s done to translate raw intel into concise, usable competitive content for salespeople, and the strategies he uses from his teaching background to train end-users to become more comfortable using competitive intelligence. Host: Adam McQueen Pr...
Jun 23, 2021•43 min
Adam is joined by Scot Kim, Director @ Lenovo, to share how he's earned executive support for various competitive programs that he has led over his career. In the episode, they talk about the importance of presenting solutions instead of problems to execs, why Scot uses war rooms for cross-collaboration and their effectiveness, and what it means to address current money and future money when laying out your competitive intelligence program’s objectives. Host: Adam McQueen Production: Grayson Ott...
Jun 09, 2021•30 min
Adam is joined by Justin Topliff, Senior Product Marketing Manager @ Highspot, to share how he's scaled his competitive enablement program at a hyper-growth company while remaining a team of one. In this episode, they talk about maturing your program beyond handling ad hoc requests to taking on strategic initiatives, identifying leading indicators on competitors to make your program more proactive, and the importance of storytelling in your company's competitive narrative to generate buy-in. Hos...
May 19, 2021•39 min
Adam is joined by Chris Owen, Director of Product Management @ Saviynt, to share some of the tactics he used to launch a competitive program quickly and efficiently. In this episode, they talk about the importance of data when pitching your business case to execs, the best ways to crowdsource competitive intelligence from teams who're in the field, and what it takes to get real buy-in and engagement across the organization. Host: Adam McQueen Production: Grayson Ottenbreit Check out past episode...
May 11, 2021•38 min
Adam is joined by Jacob Gebrewold, Account Executive @ Klue, to share an end-user perspective on the content that sales need to win their next competitive deal. In this episode, they talk about why features and benefits don't make a compelling sales pitch, the importance of understanding the competition to tell a compelling story in your messaging, and building trust between product marketing, competitive intelligence, and sales. Host: Adam McQueen Production: Grayson Ottenbreit Check out past e...
May 03, 2021•43 min
In today's episode Vincent Lo, Klue VP of Product Marketing, is joined by a panel of market research experts April Glosser, Brady Jensen, and Phillipe Boutros to discuss researching competitor pricing. During the Q&A session, the panel explains why knowing competitor pricing alone won't win you that next deal, how they tackle pricing research, the do’s and don’ts of digging into competitors, and share their own experiences in the field. Host: Adam McQueen Production: Grayson Ottenbreit Check...
Apr 29, 2021•1 hr 2 min
Adam is joined by Alex Organ, Competitive Program Strategist @ Klue, to talk about some of her best strategies for earning sales adoption during the early stages of rolling out a competitive enablement program. They talk about the importance of explaining why competitive intelligence matters to sales reps, establishing executive sponsorship to build a competitive culture, and how to customize training so that sales teams can find value early. Host: Adam McQueen Production: Grayson Ottenbreit Che...
Apr 21, 2021•35 min
