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Why Your Battlecards Aren’t Working

Your competitors impact nearly every aspect of your business. They impact how your product team shapes its development roadmap. They shape how your marketing team runs campaigns. They even influence how your executive leadership team discusses long term company strategy with your board. 

Sales is different. While competitors impart varying degrees of influence on the aforementioned teams, salespeople can have their entire livelihoods uprooted by one particularly disruptive competitor. This is why competitive battlecards have become so popular. There’s just one problem with these supposed competitive silver bullets: Most of them are lousy. 

Despite the best intentions of your product marketing or sales enablement teams, most battlecards accumulate more dust than they do views by sales. I worked in sales in another life, and battlecards are the butt of many jokes among salespeople who love to ridicule their uselessness. This is particularly unfortunate because battlecards have the potential to be the most tactical, measurable, effective tool you can produce for your sales teams. When approached the right way, they can increase your competitive win rate by 54%. Or by 59%. They can even triple your win rate to 95% against key competitors.

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Benchmark Your Competitive Win Rate [New Data]

Every business has competitors, whether that be status quo or a laundry list of similar companies. How effective we are at winning deals against our competitors is one of the key measures of a successful competitive intelligence (CI) program. And while we’d love to win 100% of sales opportunities, that’s rarely the reality. But how do we know if our 50%, or 30% or 80% win rate is “good” for the industry? Thankfully, we can turn to our peers to benchmark our performance against other companies in similarly competitive markets.

Crayon’s annual State of Competitive Intelligence study dove into exactly that. However, we’re now releasing for the first time those benchmarks around the competitive win rates reported by more than 1,000 CI professionals.

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Product Marketing Spotlight Series: Jessica Iandiorio

Jess ICrayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this edition of Product Marketing Spotlight Series, we shine the light on Jessica Iandiorio, Chief Marketing Officer at Mirakl.

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5 Ways to Drive Sales Adoption of Battlecards

Imagine that you spent hours upon hours building an informative and detailed battlecard for your sales team. Now imagine that once you hit publish, the sales team barely uses it. If you’re a product marketer or are responsible for creating content for sales teams, you probably don’t have to imagine it—the unfortunate reality is that many sales teams often don’t use the content that’s produced for them by their marketing teams. And a costly reality it is—according to Sirius Decisions, enterprise organizations lose over $2.3 million each year because of opportunities costs associated with underused or unused marketing content. There are a variety of reasons why sales content goes unused, including misalignment between sales and marketing, sales being unable to find the content they need, or simply—bad content.

Battlecards require a lot of manual work, so putting the work into creating and maintaining them isn’t worth it if sales isn’t leveraging them in competitive deals. Here are five ways you can get your sales team to adopt your battlecards. If you haven’t created any battlecards yet and would like to know how, check out our other post on the best practices for creating sales battlecards.

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