Sales are often primary clients of competitive intelligence (CI) in companies and also one of the best channels to drive measurable value through battlecards. By making intel more accessible and closer in tune with the market, product marketers and analysts can help sales reps close more head-to-head deals to drive revenue. In order to maximize this channel for CI, you have to pay attention to not just the data itself but also how salespeople will consume and use the information you give them. You need to be both analyst and internal marketer if you want to move the needle.
The reality is that most salespeople are not going to read every word you write. And that means they are unlikely to dig deep into the nuances without additional dedicated training. They have calls to make, emails to write, bosses to please, and quotas to hit.
Unless you want to be ignored, you should strive to meet them where they are, and target your competitive content for the two modes in which they’ll consume it: tactical and educational. Below, you will find a description of these modes and the type of content that is best for each.