2x Wins Against Key Rivals in 2 Quarters: Building Competitive Intelligence From Zero

The challenge

The only competitive knowledge came from what sales and customer success heard on calls. There was no tracking system, no comparison sheets, no battle cards and no one pagers. Reps walked into competitive deals without a plan.

What I did

• Studied the market. Through deep Market Research, I mapped each competitor and built thorough comparison sheets and the first set of battle cards.

• Equipped the field. I created objection handling guides and one pagers, then ran Sales Trainings with the sales and CS teams on when and how to use each asset.

• Made it a living system. I set up a quarterly refresh cycle so battle cards always held current intel. A quarterly competitive newsletter, a dedicated Slack channel and quarterly briefings brought Strategic Communications to the whole company.

• Closed the loop with data. I launched a Win-Loss Program with 45+ interviews a year and gave reps a competitor tracking sheet. KPI Tracking showed where we won, where we lost and why, which shaped new Sales Strategies.

The results

• 2x wins against two key competitors within two quarters

• 10% higher overall competitive win rate in the first year

• 2 enterprise contracts won against a competitor we had never beaten before

• Sales began asking product marketing for help, a lasting win for Cross-functional Collaboration