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The Role of Competitive Enablement in the CMO Portfolio | Compete Week 2023

Posted Nov 13, 2023 | Views 7.3K
# compete week 2023
# marketing leader track
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SPEAKERS
Katie Berg
Katie Berg
Katie Berg
VP, Marketing @ Klue
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Carin Van Vuuren
Carin Van Vuuren
Carin Van Vuuren
CMO @ Greenhouse Software

Carin Van Vuuren is the Chief Marketing Officer of Greenhouse Software. Carin is a dynamic marketing leader with a track record of delivering growth through the combination of Brand, Digital, and Strategic Marketing that includes communication, demand generation and sales enablement. She has extensive experience with B2B and B2C clients such as Capgemini, UPS, Johnson & Johnson (Janssen), Ritz Carlton, Chanel, Behr and Xoom (part of PayPal).

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Carin Van Vuuren is the Chief Marketing Officer of Greenhouse Software. Carin is a dynamic marketing leader with a track record of delivering growth through the combination of Brand, Digital, and Strategic Marketing that includes communication, demand generation and sales enablement. She has extensive experience with B2B and B2C clients such as Capgemini, UPS, Johnson & Johnson (Janssen), Ritz Carlton, Chanel, Behr and Xoom (part of PayPal).

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Meagen Eisenberg
Meagen Eisenberg
Meagen Eisenberg
CMO @ Lacework

Meagan Eisenberg is the Chief Marketing Officer of Lacework, and serves on multiple boards and advisor capacities. Meagan is a transformational leader and marketer managing customer acquisition to adoption and advocacy with experience at global businesses ranging from startups to mid-market to Fortune 500. She has seen 18 successful exits since 2011 as an operator and advisor, including 3 IPOs and 15 mergers and acquisitions.

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Meagan Eisenberg is the Chief Marketing Officer of Lacework, and serves on multiple boards and advisor capacities. Meagan is a transformational leader and marketer managing customer acquisition to adoption and advocacy with experience at global businesses ranging from startups to mid-market to Fortune 500. She has seen 18 successful exits since 2011 as an operator and advisor, including 3 IPOs and 15 mergers and acquisitions.

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TRANSCRIPT

In this session, CMOs Megan Eisenberg from Lacework and Carin Van Vuuren from Greenhouse discuss the role of competitive intelligence in the CMO portfolio. They emphasize the importance of competitive enablement in arming the sales team with the right knowledge to win deals, building trust between sales and marketing, and fostering a culture of compete within the organization. They also touch on the alignment between competitive intelligence and product strategy, as well as the significance of measuring deal velocity and win rates as key performance indicators for competitive intelligence programs.

Key Takeaways:

  1. Competitive intelligence is crucial in arming the sales team with the knowledge they need to win deals and build confidence.

"By knowing about our competitors, we can do trap setting questions... We can showcase what we do and what we do better." — Megan Eisenberg

  1. Competitive intelligence fosters collaboration and breaks down barriers between sales and marketing teams.

"It actually breaks down barriers, makes people feel like we're actually going after the same problem and doing it in a way that is aligned with what our goals are." — Carin Van Vuuren

  1. Competitive intelligence informs product strategies and helps identify areas for innovation and differentiation.

"You quickly see where you overlap, where they overlap. And it gives you a sense of... what to build based on... the customer's needs and what nobody else has." — Megan Eisenberg

  1. Competitive intelligence programs should be organization-wide and involve contributions from various teams.

"The tool is really optimally impactful when everyone is contributing to it... It's a quick flow so that everyone has access to the same information in real-time." — Carin Van Vuuren

  1. Measuring deal velocity and win rates are important KPIs for competitive intelligence programs.

"The way you measure product marketing and competitive intelligence is deal velocity... And deal velocity matters, and that continues to build sales confidence." — Megan Eisenberg

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Posted Nov 13, 2023 | Views 2.3K
# compete week 2023
# revenue leader track