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.

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.

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 competitive intelligence and how she supported them. Plus, both shared their best tactics for creating content that sales will actually use to win a deal.

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.

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.

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.

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.

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.

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.

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.