how competitive sales battlecards and silver bullets open the door to strategic analysis

The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab

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How Competitive Sales Battlecards and Silver Bullets

Open the Door to Strategic Analysis

A Complimentary Webinar from Aurora WDC

12:00 Noon Eastern /// 7 August 2013

~ featuring ~

Ed Allison Derek Johnson


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Ed Allison

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!

► B.S. in Computer Science ► M.S. Management Science► CPT US Army Signal Corps

► US Army Space Command

► Professional► Cisco Systems► Symbol Technologies► Juniper Networks► Polycom, Inc.► Speaker

► Damn fun guy

http://intelcollab.com/

http://aurorawdc.com/


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Questions, Commentary & Content

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What you believe is on trial


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The Issue: No Impact on Strategic Analysis Today

► You may appear foolish, and aren’t taken seriously

► Your desire to be ‘strategic’ leads you to nothing valuable – its all just theory

► You cannot scale detailed analysis well


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Problem #1: You may look foolish

Don’t be the ‘Fist of Goodness”


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Wait, Ed! That doesn’t make sense!

► Porter’s 5 forces► SWOT► Competitor Profiles► Newsletters► War-games


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Problem #2: One word -- “Tactical”

► Most CI professionals were never in sales► Most CI professionals are MBA students or

have an MBA background► Most people associate ‘tactical’ with ‘less

valuable’, in error► This is actually the best route to “strategic”

► Porter doesn’t discuss tactical practices► Or does he?


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Typical CI Conversation

Substitution

Threat

This is you…• I need to make this quarters numbers• I need to train 100 new sales people• I need to speak to 3 CEO’s tomorrow• I need to consider M&A and how it will

impact sales• I need to report to the board on the

performance of why we win & loose

Porter R

ules!


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Problem #3: CI System

► Out-Google, Google► News Letter systems► Internal ‘knowledge management’ solutions► Do not incorporate the sales teams► Don’t help win deals► Do not bring out silver bullets► Don’t aggregate data from the sales

organization


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What are you searching for?


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Summary: Why CI teams do not impact strategy

► You are not listened to because you don’t have the organizational respect to be taken seriously► Competitive Intelligence as an industry► The fear of being ‘tactical’► No IT systems that support a different process & scale

the Competitive function


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The Solution to Being ‘Strategic’: Start with excelling at the ‘Tactical’

► Help your organization win more deals


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The Solution: How Competitive Intelligence teams can impact strategy

► Start with a road map► Assess your organization► Answer the basic questions with irrefutable

data► Align with the sales organization► Build reputation and trust► Get asked for your strategic opinion


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CI Methodology Framework

Internal Customers

Market Share

Technology, M&A, Vision, AOPCorporate Strategy

Improved CAP / GAPInnovation (Solutions/ Products / Services)

Marketing Preference, Brand, Offers

Sales Win / Loss Ratio

GeneralIncreased Competitive Knowledge and Culture

Culture Islands Sales / Exec Product / Marketing Strategic Ldshp Includes BoD

Deliverables News Responses & Diff Campaigns & GTM Predictive Scaled Ecosystem

Sources Public Field Research Proj Predictive Analysis Customized

Systems Non / Free M.S. / Web / CRM CIMS Advanced Dist. Financial

Investment Part-time Minor Full-time Competitive Team Sr. Leadership Board Reports

Results


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Becoming a Level 2 Organization: The Competitive Battle Card

► Silver-bullets► Tell a story► Fact-based

► Less than 2 pages► Specific to a Competitor or better – a product► Differential Analysis

► Not always the same criteria

► Field Feedback Mechanism► Accessible inside existing systems, like CRM


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Key to the Competitive Battle Card: The Competitive Silver Bullet

Worst: Android sucks Bad: The iPad is a tablet that enables mobilityBetter: The iPad supports business with more application vs. AndroidEven Better: The iPad matters to your business because with the clearest display on the market, X-ray’s can be examined by physicians real time. Android tablets simply don’t have that capability


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Do the same ‘silver bullets’ apply?

Worst: Android sucks Bad: The iPad is a tablet that enables mobilityBetter: The iPad supports business with more application vs. AndroidEven Better: The iPad matters to your business because with the clearest display on the market, X-ray’s can be examined by physicians real time. Android tablets simply don’t have that capability


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Delivering Battle Cards Don’t make them hunt!


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What’s the future hold?

► Competitive Sales Enablement► Competitive Battle Systems

► Big Data► Competitive Trend Analysis

► Social► Sales teams building these on their own


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So, How Do You Get To Strategic Impact?

Create Silver

Bullets

Build Battle Cards

Help Sales Win

Collect Sales

Intelligence

Open the Strategic

Door

Provide Strategic

Input

Create New Solutions

Only now do some strategic analysis become relevant

M&A, PLDC, etc.

Move market share or revenue / share


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Measure your Impact

Q2'12 (25 cases)

Q3'12 (25 cases)

Q4'12 (27 cases)

Q1'13 (29 cases)

Q2'13 (37 cases)

$0

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$25,000,000

$30,000,000

$35,000,000

8.2

8.4

8.6

8.8

9

9.2

9.4

9.6

9.8

10

$10,275,953

$18,995,900

$20,965,000

$31,612,000

$29,949,150

9.43

8.78

9.88

9.77

9.09

Deal Support


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What’s in it for you?

Be Chuck Norris


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Ed Allison

Thank you! Now, how about a little Q&A?

Email: [email protected]

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!


http://aurorawdc.com/

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