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SCIP Silicon Valley Presents: Battle Cards That Sink Battleships
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Often the most requested deliverable for a competitive intelligence professional, a battle card, at its core, is a tool for helping sales teams win the hearts and minds of their prospective customers. Unfortunately, it’s easy to lose sight of a battle card’s primary purpose: helping sales teams deflect a customer’s interest in a competitor’s strengths and rather focus on their weaknesses. Battle cards that cannot pass the “so-what” test are deemed ineffective by the sales force.

6/21/2017
When: 6/21/2017
6:00 PM
Where: Polycom, Inc. (EBC/Cafeteria)
6001 America Center Drive
San Jose, California  95002
United States
Presenter: Eric Kuhnen of Focal Partners
Contact: Alok Vasudeva
4082021642


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ABSTRACT

Often the most requested deliverable for a competitive intelligence professional, a battle card, at its core, is a tool for helping sales teams win the hearts and minds of their prospective customers.

Unfortunately, it’s easy to lose sight of a battle card’s primary purpose: helping sales teams deflect a customer’s interest in a competitor’s strengths and rather focus on their weaknesses. Battle cards that cannot pass the “so-what” test are deemed ineffective by the sales force.

Eric Kuhnen is "The Battle Card Guy”; his firm has produced over 1,100 battle cards. Eric will explain how to create an effective battle card and help attendees think about the information that is applicable to each audience type (account executives, channel partners, AEs and SDRs).

AGENDA

6:00 PM - 7:00 PM | 
Polycom EBC Tour, 
Networking,  & Dinner

7:00 PM - 7:05 PM |

Event Sponsor Talk, Compelligence

7:05 PM - 7:20 PM |

SCIP Chapter Announcements

7:20 PM - 8:20 PM |

Featured Speaker Presentation, Eric Kuhnen, Principal/Managing Partner, Focal Partners

8:20 PM - 8:45 PM |

Q&A and Adjourn

KEY OUTCOMES

  • Aligning objection handling with customer buying criteria.
  • Understanding how to apply win/loss data.
  • Observing the effect layout has on a battle card, and how to make research and conclusions both more “scannable” and “digestible.”
  • Locating easy-to-find information and other useful sources.
  • Avoiding common rookie mistakes, which include reliance on “speculation” and “innuendo.”
  • Delivering better recommendations.
  • Speaker exercise: Deconstructing two audience-provided battle cards.

FEATURED SPEAKER

Eric Kuhnen,“TheBattle Card Guy,” is the Principal and Managing Partner of Focal Partners. He is an expert in competitive analysis and response, and brings more than 20 years of experience in research, product development, and management to each project. His firm has produced over 1,100 battle cards.

Before joining Focal Partners, Eric was responsible for competitive positioning, product marketing, and product management at Astoria Software (acquired by TransPerfect), GoRemote (acquired by iPass), and Oracle Corporation.

Since 1990, Eric has managed the launch of nine different software products across four different disciplines: SaaS, enterprise, equipment control, and government.

Featured Members
Paul Santilli, Hewlett Packard Enterprise2017 SCIP Distinguished Member Award Recipient - Practitioner
Peter Grimm, Cipher Systems LLC2017 SCIP Distinguished Member Award Recipient - Solutions Provider

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