【Crayon】2024国际竞争优势构建赋能计划C级高管指南

The5flawsofold-schoolcompete

Amassiverevenueopportunity.

Manycompaniesdevelopacompetitivestrategy

Acompetitivestrategyanswersquestionslike:

competitiveenablement.

5peterDrucker

(source)

Butwhy?Let'sconsideranexample:

walkbeforeyourun!"onecannotflyintoflying"e

Howtosetprogramscope

Focusonkeycompetitorsandteamsfirst,don'tboiltheocean.

Acmecorp.HooliInc.NextGensystems

GlobalTechsolutions.visionaryventures

ApexInnovations.pioneerGloba

·Real-timeintelalerts

Howtobuildtheteam:roles&responsibilities

TapaseniorleaderclosetoGTMtoowntheprogram

Buildthecoreteam

Thebestcompetitiveenablementprofessionalsares.I.A.R.s:

Howtomeasuretheprogram

MakechangestocRM&salesprocesstotrackcompetitivedeals

Measurecompetitivewinrate,wonrevenue&influencedrevenue

competitivewinRate

40%

20%

JunJulAugsepoctNOV

competitiveFrequency

40%

20%

JunJulAugsepoctNOV

keycompetitiveenablementcapabilities

old-schoolcompetemakestwobigmistakesinhowittrackscompetitors:

stakeholdersCIowners

Databasedoncrayon'sstateofcompeitiveIntelligencereport

Here'swhatagreatcompetitiveenablementprogramlookslikeatthesynthesisstage:

publishinmultipleformats:"beyondbattlecards"

Integratecompeteintothesalestechstack

CRMSuites

PROGRAMSCOPE

competitiveenablementisfundedasanongoingprogram

ROLES&RESPONSIBILITIES

None

MEASUREMENT

Howit'ssetup

whatismeasured

KEYCAPABILITIES

whatismeasured

Adhoc

Adhoc

Researchisfast;Intelispublishedtosellersindays

competeassetsisintegratedintothesalestechstack

Researchisfast;Intelispublish