It takes a lot of work to keep a library of competitor battle cards up to date. You and your competitors are always adding new features, adjusting your go-to-market messaging, and experimenting to get to the most sign-on-the-dotted-line-worthy pricing and packaging.
A good battle card will curate information from a multitude of sources like competitor websites, online reviews, and call recordings. This means your product marketing team is logging serious hours keeping this info fresh and accessible for sellers to use. It’s a worthwhile investment because when they’re deployed correctly, battle cards can mean the difference between making your software the star of the show and getting dismissed to the D-List.
Guru is a great solution for companies who want to make it easy for sellers to use battle cards while simplifying the process of keeping info trustworthy. We’ve shared our best practices in setting up and maintaining a battle card library in Guru so your sellers will always have what they need right at their fingertips using Guru’s Slack app and Chrome extension.
Guru is designed to bust down the silos where information lives so your sellers don’t need to remember another destination. Even product marketers lucky enough to have a competitive intelligence platform will have a hard time scaling its usage to busy sellers (trust me, I’ve tried!).
In fact, sales enablement pros don’t want their sellers distracted by the proliferation of data in these apps.
The purpose of a battle card is to pick the best, most useful info so sellers see bite-sized, actionable intel--something Guru’s better way to wiki is purpose-built to accomplish!
In the spirit of reducing the friction between sellers and the competitive intel they need, wouldn’t it be great if your Guru battle cards just popped up proactively to empower effective follow-ups? Especially those new team members you just onboarded who could use reminders about competitive positioning. Or the reps who are busy juggling multiple hot prospects where a quick response can seal the deal. Or the person who just moved to sales from a different team and is learning new processes.
This is where Workato’s integration-led automation platform comes to the rescue. The platform allows you to integrate the systems that host your most important information and then build automations that work across them—making it even easier for Guru knowledge to reach your sellers in their moment of need.
Workato + Gong + Guru + Slack = Automated Competitive Intel
Using Workato, you can make sure that the relevant competitive intelligence stored in Guru gets sent directly to your sales teams based on information gathered from your systems of record. Set up an automation (Workato calls their automations “recipes”) that connects Guru with Gong and Slack and then set up a trigger-based workflow that moves info into the right place at the right time.
If you were to take a manual approach to this process, a person would need to proactively monitor calls recorded using Gong and search the transcripts for competitor mentions. This person would then need to jump into Slack, find the right channel, and use Guru’s Slack integration to send sellers the Guru cards they think are needed for their follow-ups. It’s multi-step work, loaded with context switching that could easily become a full-time job.
Using Workato to create a recipe, the following steps can take place automatically:
- Search Gong transcripts using a polling trigger for specific competitor name mentions
PRO TIP: Before setting up the automation, do some experimental searching in Gong to see which competitor names generate the best matches. You want to be mindful of not creating noise in Slack by over-sharing cards that might not be as relevant.
- Search Guru cards to find corresponding battle cards that match competitor name mentions in Gong
PRO TIP: Limit search to the Title field in Guru cards so only relevant battle cards appear.
- Search and identify the appropriate Slack channel so only relevant cards are shown to relevant users.
PRO TIP: It may be tempting to send cards to a general sales channel, but this can create too much volume that’s not relevant to all channel members. We recommend sending cards to the deal channel that matches the account in Gong OR to a dedicated competition channel to keep automated info on-topic.
- Send matching cards to the corresponding channel in Slack.
And just like that, you’ve delivered custom competitive intelligence for exactly the deal that’s in play! Battle cards are delivered to sellers so they can add detail to their post-call follow-up messages. You create the workflow once in Workato, and then sit back and reap the benefits of a happy sales team and a healthy sales funnel.
To get started, here’s what you’ll need to install in Workato:
After connecting these apps in Workato, you’re ready to build the recipe. Check out the Guru Help Center for instructions on using the Connector and remember we’re here to help using the Contact Guru Support link in the app. If you need help or a fresh pair of eyes to review the recipe, you can post in the Guru Community.
Taking it to the next level
Once you’ve implemented this workflow, you can start thinking about other ways to enhance your competitive intelligence program. Are you using Slack to track news about the competition? Create a Workato recipe that automatically creates a task in Asana to update a Guru battle card whenever someone uses a specific reacji. Are you using Salesforce to track your deal process? Create a Workato recipe to tag the competitor in the Salesforce Opportunity when they’re mentioned in Gong, and use Guru’s Knowledge Triggers to make sure battle cards pop up here, too. The possibilities are only limited by your tech stack and your imagination!
We’d love to hear how you’re using Workato automations. Check out the Guru Community API and Integrations board and share your favorite recipes!