Growth · Sales
Competitive battlecards cut competitor losses by more than half
Strategic Account Development · Sales Materials Transformation
Categories
Growth · Sales
Subcategories
Strategic Account Development · Sales Materials Transformation
Metric categories
- Conversion Rate Improvement
At a glance
Competitive battlecards cut competitor losses by more than half
A structured cadence of competitive battlecards cut competitor-related losses to under a third and lifted demo-to-trial conversion from roughly 20% to 65%.
Competitive losses cut to <1/3 of prior rate
conversion improved from ~20% to ~65%
Background
More than half of deals where a competitor was mentioned were being lost, because most of the salesforce could not clearly articulate differentiation.
Goal
Develop easy to use, edit, and share materials that addressed differentiation.
The Work
Set up a weekly/bi-weekly cadence with the product marketing manager, built a Gantt chart and action-item list, and personally carried the work of summarising and converting scattered information into 1-pagers when PMM follow-through lagged.
Outcome
Opportunities lost to competition fell to under a third of what they had been, and demo-to-trial conversion on competitive deals rose from roughly 20% to 65%.
