GTM Strategy

How to Integrate Revenue Intel into your Competitive Program

There’s a stat that you’ve probably heard at any tech conference you’ve ever attended. The idea is that by the time a buyer finally requests a demo or reaches out to a sales rep, they’re already 80% through their evaluation. It’s meant to imply that our prospects are more informed than ever.
GTM Strategy

How to Integrate Revenue Intel into your Competitive Program

There’s a stat that you’ve probably heard at any tech conference you’ve ever attended. The idea is that by the time a buyer finally requests a demo or reaches out to a sales rep, they’re already 80% through their evaluation. It’s meant to imply that our prospects are more informed than ever.
Vincent Lo
VP, Product Marketing, Klue

The way we see it ...they’re also more confused.

A lethal combination of product parity and marketing tactics make it increasingly difficult to understand the differences between competitors in any market.

Sales cycles are the battleground where decisions are made.

When we try to understand why prospects make the decisions they make between ourselves and our competitors, we tend to look at post-decision data. We read user reviews on sites like G2 or Capterra, we conduct win-loss calls. At this point, their choices are made.

Mid-sales cycle however, there’s a hurricane of intel to be found about how those choices are made. It’s just more challenging to sift through. It means sitting on sales calls or asking sales people for their interpretation of events. It’s valuable, but it’s also time consuming.

Gong, Chorus, and other conversational intelligence platforms allow prospect intel to become accessible at scale - and without the bias of interpretation. It’s another source of intel you need in your toolbox when building a competitive enablement program.

To get you started, we’ve put together a playbook on how you can use the intel found in these platforms to enhance your competitive enablement program and supercharge your battlecards.

Salespeople want battlecards that are more relevant and useful.

We asked salespeople what they want improved with their current competitive enablement programs. Their answers fell into two common buckets. They want intel that’s more relevant, and easier to access.

What we often hear from salespeople about the relevance of their competitive content is that it’s out of touch. The competitive strategies in battlecards aren’t usable or helpful. They won’t work. When you share competitive strategies that don’t resonate with your sales team, your competitive program loses credibility.

The question becomes, how do you provide competitive content that sellers will actually use?

The answer, in part, is to use their own words to build it.  

Three ways to use Gong intel in your competitive enablement program

Full disclosure, we’re customers of Gong. So yes, we’re biased.

But it was an obvious priority to figure out how to use their intel for our own competitive enablement program. What we’ve found is that there’s a ton of power in using the platforms together. We’re going to cover the top three ways you can start using Gong intel:

1. Identifying new competitor intel and rumours that need to be verified

2. Finding the most common objections planted by your competitors

3. Crowd-sourcing competitive strategies with the best talk tracks from reps

It all starts by centralizing and collecting the intel that matters. This can be automated anytime a competitor is mentioned, but it’s also likely that you’ll find additional snippets through transcript review where a competitor isn’t mentioned outright.

(Below we’ve used Microsoft Teams as an example. The pin drops in the call indicate each time their competitor, Slack, is mentioned.)

1. Collect competitor information and rumours that need to be verified

There are great pieces of competitive intel that are shared in calls. Prospects might tell you about pricing information, or new product functionality that they saw in a demo with a competitor. The challenge is, you don't always know if it's accurate.

Our competitive team skims through competitor mentions and collects any new intel/rumours into a ‘to be verified’ battlecard. We keep these cards visible to only our curator team, so we have the ability to verify and create competitive responses before publishing for our entire sales team to use.

It’s a handy way to organize intel that isn’t yet ready to be used in the field.

2. Discover what objections are most commonly planted by your competitors

The starting point for many competitive enablement programs — before you start building any battlecards — is to understand what objections are coming at your sales reps the most. In the past, this would rely on win-loss calls, anecdotal feedback from reps and leaders, and sitting in on demos.

With access to call transcripts and competitor mentions in Gong, it’s easier to review a number of calls and spot patterns in the objections that are brought up.

Use this intel to build the list of the most common objections - it will dictate the battlecards you need to create first to enable your team.

You’re also no longer taking your sales reps’ word on what they’ve heard or their interpretation of it, but exactly what a prospect said in their own words.

3. Crowdsource your competitive strategies with talk tracks from your best reps

Competitive enablement is a never-ending chess game. You need a bottomless rolodex of killer competitive strategies to pull from everytime a competitor uses a new angle to beat you. Sometimes you’re not entirely sure what to tell your salespeople to say.

One of the best resources you have to pull from are the multiple minds of your top sellers. Every day they are field-testing their talk tracks. Tweaking and iterating until they find the response that lands.

When you have a clear idea of the objections that you need to build competitive strategies for, you can find examples from your best reps handling a competitor to share with your entire team.

At scale, if you can harness these learnings, you can remove yourself as the bottleneck for creating all competitive strategies, and shift to leveraging your best sellers and using their examples to bring your battlecard content to life.

Add fuel to your battlecards using real examples from the field

Building a successful competitive enablement program is as much about training and educating as it is about actually building your competitive insights. If your salespeople don’t effectively learn through your battlecards, your effort is wasted.

We’re using Gong snippets within our battlecards to reinforce our objection handling strategies to help salespeople see what a good response sounds like in real life.

Adding these snippets to your battlecards has a few benefits. It allows you to reinforce your strategies - bringing them to life with real talk tracks (using real, conversational language) and also enables your salespeople to consume information based on their learning style.

Some might absorb more by watching videos of suggested talk tracks rather than reading.

Within the objection handling card above, the rep can read your high-level strategy, and also access a snippet directly embedded into your battlecard, by text or video, without having to leave Klue.

By linking out to secondary cards that contain Gong snippets you give the ability for salespeople to access further training materials without overwhelming them with too much content upfront.

Action Gong intel in your competitive enablement program today

There’s no use in building battlecards that you think will be relevant to your reps. You need to arm them with easy-to-access insights that will actually help them beat a competitor.

That’s why it’s valuable integrating Gong intel into your competitive program. It’s added to our own intel collection, and has helped us build battlecards that our account executives are even more confident in using.

If you want to learn more, check out our Klue + Gong Playbook’ for step-by-step instructions on how to use Gong in your competitive enablement program.