28 min
#97 - The Role of Competitive Enablement in the CMO Portfolio | Katie Berg, Carin Van Vuuren & Meagan Eisenberg The Competitive Enablement Show
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- Business
In this Compete Week session, Carin Van Vuuren and Meagan Eisenberg join Katie Berg - three Marketing leaders from innovative companies share the growing importance of competitive intelligence to their executive teams, as well as where it sits in their organization and how valuable it is for them to use as a lever in their overall Marketing objectives.Key Moments(00:00) Introduction(02:41) Competitive Intelligence's objectives at Greenhouse Software(04:15) How Competitive Intelligence can build trust(05:21) Bridging the gap between marketing and sales with competitive enablement(06:43) Where does Competitive Intelligence fit in at Lacework?(07:31) Why Competitive Enablement makes you an expert and how that impacts sales(08:18) Keeping your intelligence up to date(09:43) Building a 'culture of compete'(11:06) Enabling your CEO and C-Suite with Competitive Intelligence(12:37) Being close to intelligence to stay relevant(13:48) What executives miss with competitive strategy(15:15) The problems with fixating on one competitor(16:01) Supporting the product roadmap with Competitive Enablement(18:07) Do CMO's care about win rates?(20:31) Which department should own Win-Loss analysis(22:45) How to enable against churn(24:10) The structure of a compete team(26:11) The most effective ways to use Competitive Intelligence in 2024Make sure to check out the episodes on YouTube as well: https://www.youtube.com/@kluein
Host: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.
About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
In this Compete Week session, Carin Van Vuuren and Meagan Eisenberg join Katie Berg - three Marketing leaders from innovative companies share the growing importance of competitive intelligence to their executive teams, as well as where it sits in their organization and how valuable it is for them to use as a lever in their overall Marketing objectives.Key Moments(00:00) Introduction(02:41) Competitive Intelligence's objectives at Greenhouse Software(04:15) How Competitive Intelligence can build trust(05:21) Bridging the gap between marketing and sales with competitive enablement(06:43) Where does Competitive Intelligence fit in at Lacework?(07:31) Why Competitive Enablement makes you an expert and how that impacts sales(08:18) Keeping your intelligence up to date(09:43) Building a 'culture of compete'(11:06) Enabling your CEO and C-Suite with Competitive Intelligence(12:37) Being close to intelligence to stay relevant(13:48) What executives miss with competitive strategy(15:15) The problems with fixating on one competitor(16:01) Supporting the product roadmap with Competitive Enablement(18:07) Do CMO's care about win rates?(20:31) Which department should own Win-Loss analysis(22:45) How to enable against churn(24:10) The structure of a compete team(26:11) The most effective ways to use Competitive Intelligence in 2024Make sure to check out the episodes on YouTube as well: https://www.youtube.com/@kluein
Host: Adam McQueenProduction: Grayson OttenbreitCheck out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue.
About the Compete Network:The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
28 min
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