Most competitive intelligence teams are lean, but the expectations? Massive. This panel dives into the practical systems, workflows, and automation tactics that CI leaders are using to drive impact without burning out.

👥 Featuring:
Rich Festante (Armis)
Odhran Reidy (Cresta)
Andrew Bartholomew (Fleetio)
Sara Busche (HSI)
Adam McQueen (Klue)

How Lean CI Teams Multiply Their Impact with the Right Systems

Win-loss programs are packed with insights — but how do you actually turn them into impact?

In this panel discussion from Compete Week 2025, three seasoned experts share how they're scaling win-loss across their orgs — from building trust with sellers, to turning interviews into strategic fuel for product and exec decisions, to making insights more actionable with AI.

🎙️ Featuring:

Andres Cardona – TransUnion
Ben Cherian - Docebo
Hila Lauterbach - Former HiBob and Workday
Matthew Reeves - Klue

How to Use Win Loss to Influence GTM Without the Manual Grind

AI is changing how compete teams operate — but not all workflows are created equal.

In this virtual session, Mara Konrad, Competitive Intelligence Lead at Greenhouse, walks through three tactical AI workflows that are helping her turn raw inputs into repeatable, scalable insights — without drowning in noise or manual work.

 The Three AI Workflows You Need to Nail in Competitive Intel

We’re kicking things off with a high-energy, no-fluff debate between two of the sharpest minds in Competitive Intelligence: Sharon Maxfield (360 Insights) and Scott Frost (Splunk).

You’ll hear hot takes, healthy disagreements, and a few laughs as they tackle some of the most pressing questions in CI today:

Is the battle card dead in the age of AI?
Do CI pros and PMMs need to be AI experts now?
Should competitive teams be accountable to revenue—and how?
What does the future of AI-powered CI actually look like?

Whether you’re deep in battle card strategy, building AI workflows, or just trying to support sales at scale—this is a session you don’t want to miss.

How AI Is (and Isn’t) Shaping the Future of Competitive Intelligence | Compete Week 2025

<h2>The New Mission in Compete </h2>📅 September 16, 2025 | 📍 Virtual - Pick up tactics and tips from the comfort of your couchCompete Week 2025 is Klue’s flagship virtual event built for the PMMs, compete pros, and enablement leaders shaping the future of competitive strategy.This year’s theme is simple: none of you were hired to just build battlecards. You were hired to guide strategy, drive enablement, and help your company win. And with AI doing more of the grunt work, your role is changing... fast.<h3>What to Expect</h3>We’re packing 3 hours with high-impact sessions from customers who are scaling smart, enabling reps mid-deal, and using real win-loss intel to shape go-to-market strategy.<h3>Why You Should Be There</h3><ol><li data-list="bullet">Learn how the best are rethinking their roles: Hear how compete leaders are shifting from content creators to strategic operators.</li><li data-list="bullet">Copy the workflows: Get a look under the hood at how leading teams use Deal Tips, Ask Klue, and Win-Loss to enable sellers and influence leadership.</li><li data-list="bullet">Be a part of the future of compete: Real practitioners, real stories, and real opportunities to connect.</li></ol>This is the event where the best in compete come to level up. We're stoked for you to join.

Compete Week 2025

<h2>Still wondering WTF a Compete Agent is and what it can do for you?! </h2>Whether you are 'new to AI' or consider yourself an 'AI accelerationist', join us for a 30-minute overview and live demo of Klue’s Compete Agent followed by a 30-minute Peer Circle discussion facilitated by Klue customers.Who's it for: Beginner to advanced competitive intelligence pros and product marketers who want to learn how to harness Klue’s latest AI features.<h2>Learn how to: </h2>✅ Automate tedious tasks: See how your Compete Agent automatically collects intel, updates competitor profiles, and builds battlecards so you can focus on high-value strategy. ✅ Deliver deal-specific insights: Watch Ask Klue Research Mode and Deal Tips in action. Learn how to surface real-time, customized guidance for sellers right when they need it. ✅ Master AI-driven enablement: Learn how to train sellers to prompt Ask Klue effectively and hear real-world examples of Compete Agent adoption.<h2>Then we'll be opening the floor for a Q&amp;A!</h2>

WTF is a Compete Agent?!

PMMs shouldn’t have to choose between strategic work and helping sales win.But when deal support turns into one-off fire drills, it’s easy to lose time, credibility—and revenue.This event is built for PMMs and compete leaders who want to scale their impact across every deal—without being pulled into every call.You’ll walk away with 5 proven plays you can run to:<ol><li data-list="bullet">Identify revenue threats faster</li><li data-list="bullet">Build wedges that stick with sellers</li><li data-list="bullet">Equip teams to win without constant hand-holding</li></ol>We’re breaking down what the best PMMs do to influence deal outcomes at scale—from wedge design to objection frameworks to internal threat analysis.This isn’t a product demo. It’s a strategy session for PMMs who want to operationalize enablement that actually moves revenue.(Okay… there is a demo. And it’s big. But we’ll get to that later.)

5 Plays to Support Competitive Deals (yes, with AI)

You're Invited! 🍽️✨In town for the PMA Leaders Summit or local to NYC? Join fellow product marketing, CI, and marketing leaders for a private dinner hosted by Klue. We’ll share a meal, swap ideas, and dive into how AI is reshaping the product marketing function—from positioning and messaging to competitive intel and GTM.<ol><li data-list="bullet">📍 Where: Copinette – A chic Midtown spot with American cuisine and French flair</li><li data-list="bullet">📅 When: Wed, Jun 11 at 6:15pm EST</li><li data-list="bullet">🍷 Why: Because forward-thinking marketers deserve a great meal—and even better conversation</li></ol>Spots are limited. If you can no longer make it, please let us know ASAP.

Dinner & Dialogue: AI’s Role in Product Marketing

Curious about launching a win-loss program but unsure where to start?&nbsp;&nbsp;Join us for a 45-minute virtual Peer Circle event designed exclusively for Klue’s customers who know compete inside and out. You’ll connect with fellow competitive enablement practitioners to learn how top teams are integrating their CI programs with AI and buyer insights to run smarter, more impactful programs.Here’s what we’ll dig into together:🔹 How do you currently conduct win-loss, if at all?🔹What’s your dream-state win-loss program look like? Where are you stuck?&nbsp;🔹 What’s one thing you wish was easier or faster in your current workflow?This is an interactive, peer-to-peer conversation moderated by Ryan Sorley, VP of Win-loss and author of Blindspots. This form is designed for learning and sharing. Bring your questions, challenges, and best ideas.Seats are limited - grab yours now!

Peer Circle: Win-Loss

Home

Convo

Events

Content

People

Contributors

Albums

Groups

Messages

Channels

Partners

Help

Your home to level up your competitive intel skills, for free. Connect with peers in the industry, learn from others in AMAs and workshops, and celebrate at our larger events.

The Compete Community by Klue

Job Title

Your home to level up your competitive intel skills alongside your peers. No egos, no bots, just real compete pros sharing what works through live events, on-demand content and collaborative convos. 

Connect with others, attend community events, watch content anytime and more!

Login or Sign Up for more

To unlock all parts of the community and get the best experience, complete your profile.