Gotta build a CI program? Start here.

Earn and grow trust, fast.

That should be your goal behind any strategy.

Building out a CI (competitive intelligence) program is no different. Especially when your CEO throws it on your plate— and wants it in two weeks.

This above highlights an actual listener question:

I’m a (solo) PMM— how do I build a CI program?

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🎯 Here’s what’s to come

We don’t talk enough about CI on our show.

That’s why this written issue here is gonna be ALL about it. But before we jump in…

Let’s remind you of a few past WNM guests, proficient on CI.

What we’re gonna share next is a preview on what you need in a CI program. Highlighting what these three shared in previous episodes.

But please.

If you need more intel afterwards, then follow these experts on LinkedIn (and maybe join Healthy Competition too!).

We’re here to help you shine. And sometimes might mean pointing you to people we trust.

⏳ In the next 4 minutes…

You’re gonna know these 3 topics…

• You’re only one PMM. Talk to ___ first to focus your CI efforts.

• One CI win to earn trust fast from your CEO.

• The exact number of Tier 1 competitors who eat 80% of your competitive deals.

Let’s get crackin’

🧏🏾‍♂️ Talk to sellers first.

Sellers benefit from CI, because it helps them win more competitive deals. Impartial intel you give makes them more credible, and experts that prospects can trust.

That’s why you should know what sellers face— in the field.

This is what Pat Wall had to say about this, in a previous episode:

We repeat: talk to your sellers first to focus your CI efforts.

Sellers have a pulse on the market. They talk to prospects daily.

Yes, their POV might be biased (they are trying to hit quota), but it’s our job to help sellers win. Set up a biweekly cadence with them and ask:

(Get a tiger team together if sales force is more than 5 reps)

• What common competitors are being mentioned on calls?

• How come prospects are considering them (vs. us)?

• What features are being mentioned (if any)?

• How does prospect intend to use (competitor) their product?

Like Pat said, figure out sellers’ biggest problems and then go out to solve them. Here’s your next tip on how to package that information in a way to build up your internal street cred.

That your CEO won’t help but praise…

🗞 Launch an internal newsletter

This is how Andy first got his start in CI. Gathering competitive articles to share in a weekly email. We’re past that now.

Clara broke down a 3-step format on how to build any CI newsletter.

(That wins trust and attention from the most flippant reps.)

1. What’s changed in the market?

2. Internal win-loss stories.

3. Rumor in the street.

First, showcase market intelligence that might influence buying behavior in your core audiences. Break it down and show why it should matter to reps.

Second, highlight win-loss stories to give the so what in why you won (or lost, gasp!). This is a chance to either replicate what’s working, or kill what’s not.

Third, this is your chance to validate a hypothesis (re: rumor) by asking for input from your sellers. Get early feedback and see what’s landing. Another way to strengthen your sales relationship.

By talking to your reps again!

This is one more way to become invaluable in your org — sharing info GTM teams (Product, Sales, C-Suite) can’t easily gather and distill.

You’re not only helping sales win with a newsletter, you’re helping everyone win too!

🤼‍♂️ 3-5 Tier 1 Competitors

That’s the sweet spot Pat mentioned in our last episode:

You’re gonna get request fatigue. Being asked to deliver, without consideration that you’re just one person. Arrggggghhhhhh!!

It’s gonna wear your soul down and burn you out. Having a way to tier your competitors is no different from launch planning.

It’s a way to say No in a nice way. Or, better understand what’s changed in the market to consider this competitor NOW. Building on from what we’ve covered earlier:

• Talk to your sellers to gather what matters.

• Use your CI newsletter to report on market changes.

Here’s how to use competitor tiering when planning updates across battlecards:

• Tier 1 competitor: Once a quarter

• Tier 2 competitor: Once every 6 months

• Tier 3 competitor: Once a year

This is designed to get you started on your CI program. Again, this isn’t everything but enough to earn trust and build more runway (time) to really construct a kickass CI program.

Please follow and support our CI creators above. Let’s help each other win!
 

🎙Featured Episode = NONE this week

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The messaging hit different. She finally knew then I wasn’t a marketer.

She my siblings I was her favorite son.

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