Dean Davison's Research
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For B2B Marketing Professionals
REPORT: Forrester's Standards Guide For Sales-Ready Competitive Battle Cards
May 18, 2012Dean Davison
To accelerate the work of sales enablement professionals in overhauling sales battle cards, Forrester organized a group of experienced practitioners who helped create Forrester’s battle card standards. Forrester’s battle card standards cover four areas of focus with a total of 18 standards attributes that make battle cards relevant for sales reps. This workbook explains each of those standards and how sales enablement professionals can use the standards to accelerate their company’s change to building battle cards that help sales teams.
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For B2B Marketing Professionals
REPORT: Using Standards To Accelerate Your Sales Battle Card Transformation
Insights Into Building Battle Cards That Help Reps Win Deals
April 26, 2012Dean Davison
To justify your investment, sales battle cards must help sales outmaneuver competitors and ultimately increase their overall win rate in competitive deals. Given the siloed way competitive insight is developed at most companies, and despite their best intentions, the product managers or marketing teams that build battle cards lack enough insight into the reality of sales conversations to capture or convey the content reps need to successfully preempt or counter competitors. To accelerate the work of sales enablement professionals in transforming sales battle cards, Forrester organized a group of experienced practitioners who helped create Forrester's battle card standards. This report introduces those standards and outlines a plan for sales enablement professionals to shape the practices of groups that create battle cards and the sales reps who use them.
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For B2B Marketing Professionals
REPORT: Build Battle Cards That Focus On Buyer Priorities
Insights Into Building Battle Cards That Help Sales Reps Win Deals
February 6, 2012Dean Davison
Sales reps need battle cards to anticipate and counter competitors' claims in sales conversations, but today's battle cards are little more than side-by-side product comparisons. Sales enablement (SE) professionals will help sales reps outmaneuver competitors by developing battle card content from the customers' point of view — using buyer problems and priorities to frame the points and counterpoints that matter to them. This report outlines Forrester's standardized approach to building battle cards to help your sales reps win competitive deals.
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For B2B Marketing Professionals
REPORT: Align Sales Battle Cards With Customer Priorities
January 11, 2012Dean Davison
Effective sales reps display a strong competency — often unconsciously — of establishing mindshare with their customers. The best ones influence customers and beat competitors by focusing on the customer problem and articulating a roadmap for the buyer to reach their goals. Even when a sales team is engrossed in a transactional purchase, reps win more deals when they understand the customer problem and are able to share — and defend — a path that maps to the buyer's priorities. An effective battle card, simply put, is a systematic way to help more reps within your company do what top sales reps do intuitively. This presentation, played back here in an easy-to-use format, gives SE pros the fundamentals to creating sales battle cards that focus on the buyer's priorities.
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For B2B Marketing Professionals
REPORT: Forrester's Sales Battle Card Evaluation Results
Insights Into Building Battle Cards That Help Sales Reps Win Deals
October 11, 2011Dean Davison
Sales enablement professionals are increasingly stepping up to fix the massive inventories of battle cards at their companies that provide inconsistent value to sales reps. These battle cards originate from product and marketing teams spread across the company, and each one is designed with a different focus. To help you initiate change, Forrester has created a baseline of the current state of battle cards along with recommendations on how to improve them based on industry standards.
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