August 26, 2011
For months, I’ve blogged about the reasons why battle cards are important, ways to evaluate battle cards, and most recently, the need for standards to tighten their value and give battle card creators and users common ground. In an upcoming webinar, that is open to the public and free of charge. I will tie this theme together with a focus on business impact.
Join me on September 7 for a public webinar by Forrester – Register here.
On the webinar, I’ll tackle a straightforward question:
“How do sales enablement professionals work cross-functionally to optimize sales content about competitors for reps so they can improve the win rate in competitive deals?”
I’ll outline the path forward for sales enablement professionals to collaborate with their peers in marketing, product management, and competitive intelligence to build better battle cards by:
- Focusing on the problems that buyers are trying to solve
- Prioritizing the criteria that drive buyer choices in purchase scenarios
- Shaping your content based on how buyers perceive your company and competitors
- Communicating the benefits and results that buyers care about
I hope you will join me on the 7th.